Beware Gogglebox for sale….
There was once a time when Gogglebox families were restricted from red carpets, invites and interviews. Not anymore.
- Published byDavid Knox
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When the late Brian Walsh launchedGogglebox on Foxtel, and partnered with 10, he was always adamant the cast would never become celebrities, but remain on the couch for authenticity.
No red carpets, no invites, no interviews, no TV Week covers. TwoGoggleboxers gatecrashed a Channel SevenLogie party many years ago and got into all sorts of trouble. And while there has been the odd interview, and the odd invite (to the races, to an Upfront event) the leash was kept pretty tight.
The cast have also been notoriously challenging to wrangle, where one family gets some ‘extra’ goodies, another will raise their hand….
Late last year Foxtel parted company withGogglebox, which they cited as a financial decision, paving the way for 10 to offer more interviews.
Three weeks ago I asked the lovely Matt & Kate Dalton if they envisaged any further changes now things had changed at the top?
“There were three in the marriage (including Endemol Shine), now just having 10 there, it probably is different. But we don’t control any of that. We’re just the pawns who roll with the punches,” said Kate.
Last night the Daltons featured in a Kellogg’s ad, the first commercial of its kind under Network 10’s new and exclusive broadcast deal.
The commercial is a collaboration between Paramount Brand Studio, Kellogg’s and Bastion Agency.
Rachael Brand, Executive Producer, Paramount Brand Studio said: “We’ve created a truly integrated commercial starring the brilliant Dalton Family, who brought the fun and banter we know and love them for on Gogglebox Australia, to this campaign.”
Will there be more? Sounds like it, with an unashamed reference to “the exclusivity of the sponsorship that will also feature in-program moments and additional campaign elements this season.”
TV in 2025 is, after all, facing a harsh revenue downturn in a punishing ad climate.
So line up Keith & Lee for Harvey Norman, the Delpechitras for KFC, Anastasia and Faye for Optus?
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7 Responses
Unfortunately, it looks like this is nothing new for Gogglebox. They did it first on the UK version in 2017.
I wouldn’t buy a product based on the paid opinion of a couch-potato, sportsperson or “celebrity” but some will, which is why we have consumer laws to protect the gullible and limit the shonkies. Almost 80% of ad money is wasted but nobody knows where. I can make a guess.
Proud to say I don’t know who any of these people are
While possibly not so much of an issue as they had departed the show by then, I seem to recall ex-Goggleboxers (and 2012 Nine News NSW Budget report family – there’s some obscure trivia for you!) The Jacksons appearing in an AGL Energy ad in 2023.
No doubt other Goggleboxers have expressed interest in selling their brand in the past. Correct me if I’m wrong on this, but wasn’t not being able to sell their brand one of the reasons that Angie & Yvie decided to leave after 2018? Not that I could see them coming back now as both Kent & Jones have since gone their separate ways in terms of media ventures, etc.
Ratings wise, given that Travel Guides outrated Gogglebox last week (and Thursday Night NRL obviously would’ve thrashed it in NSW & Queensland last night, with numbers likely to fall further once AFL is back) I’d say we’re quite possibly nearing the end of Gogglebox Australia as a series. Either this year or next will most likely be its last, I think.
“Last night the Daltons featured in a Kellogg’s ad”
Given the ratings, I’d say Googlebox has not lost any of its snap, crackle and pop.No!! That will change the optics completely. “We’ve created a truly integrated commercial”. “that will also feature in-program moments and additional campaign elements this season.”
No you haven’t. We still know product placement when we see it. As soon as this starts I’ll be turning off!
Ding dong. That’s Deliveroo Keith
Oh.I get a much stronger signal now I’ve switched to Optus mum.
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