SBS expands news reach and advertising measurement capabilities

Australian broadcaster SBS has announced two major strategic developments aimed at expanding its reach and enhancing its commercial measurement capabilities.

Through a new exclusive partnership with oOh!media, SBS News will be delivered across more than 6,300 lift and lobby screens, as well as airport terminals and university environments. The initiative is expected to reach over 10.6 million people annually, providing a platform for trusted news content in high-dwell-time locations such as offices and transit hubs.

Additionally, SBS has introduced an outcomes-based measurement offer as part of its SBS Upfronts 2027 announcement. Supported by partnerships with CommBank iQ and HYP, this new capability via the SBS Data Lab allows advertisers to link campaigns to consumer behaviors, such as footfall and sales outcomes. The measurement tools utilize aggregated, non-identifiable data to provide insights into campaign effectiveness and incremental uplift while maintaining privacy.