Ad rates during prime time games or the grand final make a LOT of money.
There are two good results from this deal: 1) Foxtel remove all growth without Kayo. Kayo is largely built around AFL. So, Foxtel are willing to pay up for AFL rights. I believe the top up on their rights offer was all from Foxtel, not Seven. Seven chose the right bidding partner
2) Seven can broadcast much of this on BVOD (7Plus).
SWM Price at posting:
47.5¢ Sentiment: Buy Disclosure: Held
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(20min delay)