Sky TV chief executive Sophie Moloney; Warner Bros Discovery Australia and NZ head of networks Juliet Peterson; broadcaster Guy Heveldt.
In the fourth and final instalment of our Media Insider summer series, we hear from five more media chief executives on their economic and industry predictions for 2025. Meanwhile, a familiar broadcasting name has a new radio gig to kick off the new year.
Several top media chief executives expect a patchy start for the industry in 2025 - a continuation of the challenges in 2024 - before the economy starts improving later in the year.
“The first six months of 2025 will see more carnage and loss of jobs due to a bad last quarter in advertising revenue in 2024 and a poor outlook for improvement in 2025,” says National Business Review publisher Todd Scott, in our fourth and final part of Media Insider’s summer series of questions to some of the country’s top media leaders.
Warner Bros Discovery - the owner of Three (TV3) and which last year announced the closure of Newshub with the loss of hundreds of jobs - says it is focusing on new opportunities.
“I think a lot of people are hoping 2025 will bring ‘green shoots’, or the magic turning of a corner,” says WBD’s NZ and Australia head of networks Juliet Peterson. “My own feeling is that we will continue to face challenges, but those challenges will inspire our industry to do things differently, and that’s something I’m really excited about - seeing the innovation that tough times necessitate.”
Sky TV chief executive Sophie Moloney is also hopeful about an economic turnaround. “I think the economy will build momentum in the second half of the year, as we see the green shoots of business confidence followed by consumer confidence, both of which will have a positive impact on the advertising sector and consumer spending.”
She has also given some insight into her leadership style. “Something I have really focused on is ‘being where my feet are’ and giving my full attention to the space that I’m in at any one time. At work, this has meant meetings have been more productive with fewer follow-up actions because we’re all engaged and present in the room, informing the decision-making, together.”
Meanwhile, the leader of one of our top advertising agencies also predicts more industry changes this year.
“We can likely expect further media partner consolidation, particularly in out-of-home, as well as ongoing innovation and entrepreneurship from media partners exploring new ways to engage audiences and generate revenue,” says PHD’s Nikki Grafton. “The progress of the Fair News Digital Bargaining Bill will also have significant, long-term implications for both the media landscape and digital platforms.”
The full list of Q&As are published below.
Sports broadcaster Guy Heveldt is returning to the radio airwaves, joining radio station Sport Nation (formerly Senz) as its drivetime host.
Heveldt will join former All Black Stephen Donald as host of the afternoon drive show from Monday, January 20, replacing Kirstie Stanway, who resigned at the end of 2024.
Hevedlt, previously with Radio Sport and TVNZ sport, left the state broadcaster in August last year - the Summer Olympics in Paris being his swansong - to join Entain/TAB as a Trackside racing presenter.
Entain, which now operates Sport Nation after the TAB acquired Senz from Australian businessman Craig Hutchison early last year, has obviously been quick to identify and expand Heveldt’s talent, especially as it strives to lift Sport Nation’s ratings.
Heveldt will retain weekend work on the Trackside racing channel, hosting on Saturdays and presenting the Weigh In show on Sundays.
“I’m stoked,” Heveldt told Media Insider.
“I’ve loved and I’m delighted I still get to do a bit of racing stuff, but I have missed a little bit - well, quite a bit actually - doing general sport as well. It’s going to be a lot of work, but it’s the best of both worlds to get to do both.”
Heveldt says he loves radio. “I think it’s an outstanding medium. I have always enjoyed my TV stuff, but there’s something so immediate and great about radio that I have missed a bit.”
He has filled in previously for Stanway on the drive show and is looking forward to building an even stronger bond with Donald.
“We’ve worked really well together. I think it’ll be a great injection of fun, but also obviously he’s got great sporting knowledge as a former high-level sportsperson, winning the Rugby World Cup. I bring, I suppose, the broadcasting side of things, so I think we’ll have a great balance in that regard.”
With the addition of Scotty Stevenson at breakfast (joining former All Black Izzy Dagg) and now Heveldt at drivetime, Entain will be hoping the injection of new broadcasting talent, alongside former sports stars, will help lift Sports Nation.
Formely know as Senz, it has struggled in the ratings since its start in mid-2021 - according to GFK’s latest radio ratings, the station has a cumulative audience of 31,300.
“They’re willing to put the resources behind it and try and build it into something great that I think has been missing out of the New Zealand sporting airwaves for some time, since Radio Sport was sadly taken away from us,” says Heveldt.
Back to our five final media industry chief executives, and their plans and positioning for 2025.
As part of our four-part Media Insider summer series over the past fortnight, we have heard from the leaders of TVNZ, RNZ and The Spinoff and then NZME, Stuff and Are Media. Earlier this week we heard from the head of MediaWorks and a number of PR and advertising agencies.
What’s the one word to sum up your mood heading into 2025?
Three words: Stay the course.
What was the best initiative/project/campaign in your own business in 2024 – and one you thought a rival did well?
Our Sky Sport team did an awesome job bringing the Paris 2024 Olympic Games to audiences across Aotearoa, with more than half of New Zealand tuning in to watch our coverage of the games. There’s something particularly special about the next generation being inspired by their heroes competing at one of the world’s pinnacle sporting events. For our Sky crew, it was an incredible team effort across the business and one that left me feeling incredibly proud. To top it off, Sky was recently recognised at the International Olympic Committee’s Golden Rings Awards in Geneva, bringing home bronze for “best social media campaign” and bronze for “best remote broadcast operations”. To be awarded top three in the world for these categories is very special.
Looking at others across the sector, I’ve loved listening when I can to Heather [Du Plessis-Allan] on Newstalk ZB as her show goes from strength to strength. She has a unique ability to conduct hard-hitting interviews with her own style of spark and humour – great for audiences!
How do you think 2025 will play out for New Zealand media - what would be a game-changer for your company?
To my earlier response about staying the course, I think the economy will build momentum in the second half of the year, as we see the green shoots of business confidence followed by consumer confidence, both of which will have a positive impact on the advertising sector and consumer spending.
We’re pleased to see the recent announcement by the Government that they are repealing advertising restrictions for media – it’s not a silver bullet but certainly welcomed news heading into 2025.
What’s one crucial lesson you learned in 2024 – and as a follow-up, what’s the biggest mistake media/marketing/PR/advertising people need to avoid in 2025?
Something I have really focused on [in 2024] is “being where my feet are” and giving my full attention to the space that I’m in at any one time. At work, this has meant meetings have been more productive with fewer follow-up actions because we’re all engaged and present in the room, informing the decision-making, together.
I can’t speak for other companies and their experiences and expertise but one thing I keep coming back to are the wise words of Jim Collins (author of Good to Great) about the need to focus as a company on what you can be the best at, what makes you money and what you are passionate about – these intersecting factors are the source of your success.
Beware of the latest short-term fix or thinking there is a silver bullet out there – I’ve had a look and there isn’t one. Remember that just as customers move at different speeds, successful companies do, too. Good things take time.
What are your plans for the summer break?
We’re big fans of the Aotearoa roadie in my household and I really look forward to this time of year because we switch off and connect as a family, before the beginning of another busy year ahead. I also love seeing the Sky satellite dishes right across the country which will serve as a ready reminder to me and the Sky team this summer about the importance of our upcoming satellite migration in the first half of 2025!
What’s the one word to sum up your mood heading into 2025?
Invigorated.
What was the best initiative/project/campaign in your own business in 2024 – and one you thought a rival did well?
Bringing the 37th Louis Vuitton America’s Cup to New Zealand audiences, alongside Emirates Team New Zealand, Stuff and Toyota. It was a big success for both Three and ThreeNow audiences, with a reach of 1.5 million on Three and an additional 1.55 million streams on ThreeNow. It was also a big success for advertisers, with all of the ad packs around the racing quickly sold out. To cap it off, the team then bringing the Auld Mug home made it a trifecta for all of us at WBD!
The concept of rivals is interesting: we often say that the local media are not one another’s competition any more, but rather the big global platforms are. So with that, I’m going to say I thought YouTube did a great job as sponsors for the NZ Marketing Awards. Their sponsorship saw this event continue at scale, with a great energy for the industry.
How do you think 2025 will play out for New Zealand media – what would be a game-changer for your company?
I think a lot of people are hoping 2025 will bring “green shoots”, or the magic turning of a corner. My own feeling is that we will continue to face challenges, but those challenges will inspire our industry to do things differently, and that’s something I’m really excited about – seeing the innovation that tough times necessitate.
A game-changer for WBD would be the market really getting behind the value of BVOD [broadcaster video on demand] and its incredible potential for reaching and connecting to audiences.
What’s one crucial lesson you learned in 2024 – and as a follow-up, what’s the biggest mistake media/marketing/PR/advertising people need to avoid in 2025?
I already knew this, but definitely had it fully validated: culture is everything. Our industry was hit hard [in 2024], and I think it is fair to say that our company was hit harder than most. However, our people are still bringing their best to the office every day, supporting one another, and are raring to throw their drive and talent behind the next era of our business. That is a bigger asset than anything you’ll find on the balance sheet.
I would say the biggest mistake the market needs to avoid in 2025 is not supporting the local industry and expecting they can meet all their marketing needs purely through global platforms.
What are your plans for the summer break?
I’m taking my kids (and husband!) on a Disney cruise! It’s been a big year for me workwise (understatement!) and they have been phenomenal. They’ve earned it!
What’s the one word to sum up your mood heading into 2025?
Confident.
What was the best initiative/project/campaign in your own business in 2024 – and one you thought a rival did well?
Employing Mike McRoberts as NBR Te Ao Māori editor. NZ Herald for creating the Insider brand.
How do you think 2025 will play out for New Zealand media – what would be a game-changer for your company?
The first six months of 2025 will see more carnage and loss of jobs due to a bad last quarter in advertising revenue in 2024 and a poor outlook for improvement in 2025.
A game-changer for NBR would be securing international media subscribers to NMS, NewMediaSolution.us (NBR is editorial, NMS owns the platform). Each monthly media subscription to the NMS platform will generate approximately NZ$3000 per month that will be reinvested into the NMS platform, meaning NBR benefits with funding dedicated to improving our members’ digital engagement experience.
What’s one crucial lesson you learned in 2024 - and as a follow-up, what’s the biggest mistake media/marketing/PR/advertising people need to avoid in 2025?
Crucial lesson: Not everything that counts can be counted and not everything that can be counted, counts.
Biggest mistake: Losing sight of who your client is. Concentrate on the mission NOT the commission.
What are your plans for the summer break?
Our girls are coming home to Fiji for Christmas.
What’s the one word to sum up your mood heading into 2025?
Motivated.
What was the best initiative/project/campaign in your own business in 2024 – and one you thought a rival did well?
At PHD, it’s been a strong year, and it’s hard to pinpoint just one standout initiative. As a leadership team, we’ve focused on amplifying the strengths of our talented and stable team and also highlighting our technology and strategic capabilities. This approach has paid off, not only in the client work we’ve delivered but also in the awards and rankings we’ve received.
And the partnership between DDB and Whare Creative, with Takitoru, stands out. It’s a great example of collaboration with a clear vision to amplify Māori visibility within the communications and advertising industry.
How do you think 2025 will play out for New Zealand media – what would be a game-changer for your company?
2024 has once again shown us that change is constant, and I expect 2025 will be no different. We can likely expect further media partner consolidation, particularly in out-of-home, as well as ongoing innovation and entrepreneurship from media partners exploring new ways to engage audiences and generate revenue.
The progress of the Fair News Digital Bargaining Bill will also have significant, long-term implications for both the media landscape and digital platforms.
At PHD all our clients have their own unique needs, and we work hard to make sure that our team can support them in a way that works for their business. What clients are increasingly approaching us for is what we refer to as diversified services and these are shifting the make-up of our revenue base. This diversification, particularly in areas like data strategy, martech, clean room and measurement consultancy, and SEO, is a game-changer for us. It’s exciting work to be involved in and is changing how we support our clients.
What’s one crucial lesson you learned in 2024 – and as a follow-up, what’s the biggest mistake media/marketing/PR/advertising people need to avoid in 2025?
A key lesson [in 2024] has been appreciating the value of having a diverse and skilled team. The people at PHD are our greatest strength and the ability to support clients with a range of expertise, beyond media, is essential. As client needs evolve, it’s important to continue investing in a variety of skills as well as focus on developing the capabilities of the existing team. This means we can meet clients’ broader requirements and also adapt to changes in the industry.
A mistake for us all to avoid is trying to do too much, often with too little – be clear on priorities and objectives, focus on what really matters and of course ensure that we are all supporting a healthy, diverse and thriving industry for the future.
What are your plans for the summer break?
I’m hoping for family time, sunshine, swimming, BBQs and a glass or two of wine!
What’s the one word to sum up your mood heading into 2025?
Excited.
What was the best initiative/project/campaign in your own business in 2024 – and one you thought a rival did well?
The award-winning work we did for the New Zealand Food Network, raising much-needed funds that equated to more than 200,000 meals for Kiwis facing food insecurity challenges.
In terms of others, respect and congratulations to Quantum Jump, whose campaign for the Wellington Phoenix was singled out creatively at the 2024 Communications Council Pressie Awards.
How do you think 2025 will play out for New Zealand media – what would be a game-changer for your company?
Upon appointment as Broadcasting Minister in April, Paul Goldsmith said, “I’ll be listening and I’ll be moving reasonably swiftly.” So at an industry level, anything (at all, frankly) that can deliver on that promise would be a welcome reprieve from the unproductive period under his predecessor.
What’s one crucial lesson you learned in 2024 – and as a follow-up, what’s the biggest mistake media/marketing/PR/advertising people need to avoid in 2025?
That people tend to remember how you made them feel, not necessarily what you might have said or done. In 2025, I’d encourage people to try to build closer and more personal connections at work, across the board. It’s all the more important post-Covid and the period of economic contraction that many Kiwi businesses have had to wrestle with.
What are your plans for the summer break?
To enjoy being by the ocean at Piha with my partner Kym, to be present in the moment(s), and to get ready for what has the potential to become the best professional year of my life and those of my colleagues.
Editor-at-large Shayne Currie is one of New Zealand’s most experienced senior journalists and media leaders. He has held executive and senior editorial roles at NZME including managing editor, NZ Herald editor and Herald on Sunday editor and has a small shareholding in NZME.
Media CEO: 'Advertising market has changed faster than any of us could have anticipated.'