Ann: SWM Acquisition of Prime Media, page-43

Speaking on an investors call, Seven West Media managing director and chief executive officer, James Warburton, said the deal would halve a media buyer and clients’ workload. “The fact that they can come and deal with the entire nation, when you put it together from a CPM point of view, it will make us one of the most attractive media… we get to directly promote to a further 36% of Australians that we did not have direct access to.

“From a relative share point of view, when you look at being the number one network in the market and you have the power of all those assets together, it puts you top of mind for media buyers and clients.”

Warburton added that from an integration point of view, “a one-stop-shop simplicity of buy, will be an absolute game changer”.