Dreams sponsorship targets 70% reach at lower cost, Moore says

Moore said getting the deal struck involved extensive negotiation. "There is always a lot of back and forth, and there's always a lot of negotiation in these sort of processes," he said. He described initial challenges: "Where we might say, okay, we don't want that part plan, we want this part added in and we want to strengthen that."

A central operational challenge is the volume of creative content required. The first month alone needed frequency in double digits, Moore said. Dreams started with double the initially recommended creative output. "We've done a lot of creative to fit the volume," he said. The company has planned creative refreshes for Christmas and another batch after the holiday. "The moment that we think we've got any wear out of any one item, we'll be able to refresh it and replace it to keep things alive and keep it relevant," Moore said. "Our tracking is in place," he added.

Moore said the streaming component, formerly known as 4OD, gives Dreams access to digital audiences alongside linear TV. "This gives us better efficiency rather than buying traditional airtime," he said. "It allows us to get those huge audiences, which range over 70% at a very efficient cost." He added that the deal is about "delivering the biggest impact we possibly can at the most cost-efficient price."

The 12-month deal runs through 2027, with creative refreshes scheduled for Christmas and post-Christmas. Moore said the long-term plan is to align with premium content across TV and digital streaming services.