An online-first series
This week’s egtabite puts the spotlight on the Belgian sales house SBS Belgium and telco operator Telenet with its series wtFOCK, which in no time has become one of the most successful online-first series in Flanders. The series – which is very popular among 15-24 year olds – has remained for a long time under the radar for other audiences. Its authenticity, in combination with the unique format, greatly contributed to the success of the series, both with viewers and advertisers: a win-win situation, as SBS manages to target a group that advertisers have difficulty in reaching.
The border between fiction and reality
wtFOCK is the Flemish version of SKAM, a Norwegian youth series that generated so much hype that the concept was picked up for adaptation in countries such as Italy, France, the Netherlands, Germany, the United States and now Belgium.
The series differs from other run-of-the-mill youth series in several areas. First and foremost, it is an online-first series that is first released on its own online platform wftock.be and broadcast afterwards on the SBS channels VIER and VIJF and Play from Telenet. In addition – as young people want to decide for themselves what and when they want to watch – wtFOCK responds perfectly by offering short clips – which go “live” throughout the day at unannounced times.
Next, there are the characters: these can also be followed effectively in character on social media, allowing fans to follow on Instagram stories, for example, when one of them is walking in a climate march that is actually taking place in Brussels at that time. The border between fiction and reality becomes very thin and young people can easily mirror themselves on the characters.
Finally, the advertising in and around the videos adapted to the content, the style and look&feel of the series. The brands that advertise have a clear link with the viewing audience. The ad break starts with funny hashtags. Product placement such as the case with Samsung has an active integration in the story.
The numbers don’t lie
SBS Belgium & Telenet commission a survey after each ‘wave’ of new content. The survey that took place after the second wave, among 2600 youngsters between 15 and 34 year-old gauged the popularity of the series within the broad offer of youth series. When asked which youth series they know, wtFOCK takes the lead. Within the 15 to 24-year old- age category, almost half follow the series. Moreover, once they have watched a single clip they are hooked: the vast majority watch on a frequent basis (several times a week).
The numbers don’t lie: wtFOCK also proved extremely popular with up to 400,000 viewers younger than 35 and 1,000,000 views per week on its own platform, and at that time almost 100,000 followers on the official Instagram account. The success does not stop after the second wave. The third wave stands for more than 12.600.000 views in 10 weeks only.
Recognisability is key
The series proves that the younger generation not only opts for large American productions, but that local content that speaks the language of the youngsters can score just as well. And speaking the right language is something that was always central during the creative process of the series. Telenet and SBS consciously chose not to focus on traditional advertising, but to give space to grassroots and guerrilla marketing. In this way, the series could be discovered by young people themselves, which contributed to the popularity of the series
.“Advertisers are finding it increasingly difficult to reach young people in their natural environment, wtFOCK is offering new commercial opportunities in Flanders for the first time according to the rules of the young people themselves. With a selective number of brands, we are creating storytelling today that stands out and lingers with the young people because this communication appeals to them and does not feel unnatural.” – Ilse De Leersnyder, Brandcare Sales Director, SBS Belgium.
The series is expecting its fourth wave in Spring, proving that local Flemish content has a future.
OTHER CASE STUDIES
UNBOXING THE FUTURE: TURNING SWEEPSTAKES INTO AN IMMERSIVE AR EXPERIENCE
11. 9. 2025In summer 2025, RTL AdAlliance in Austria reimagined the traditional sweepstakes by transforming it into an interactive Augmented Reality experience. Instead of waiting for a prize in a physical package sent to be to the winners, participants could place a virtual gift box in their own living room via smartphone and unbox it themselves. What… Continue reading EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES
SPOTDELI: A UNIFIED PLATFORM FOR COMMERCIAL DELIVERY IN DUTCH TELEVISION
17. 7. 2025In a major step toward modernization and efficiency, Screenforce has collaborated with TV broadcasters in the Netherlands and have launched SpotDeli, a centralized platform for submitting TV commercials. Developed by Screenforce and MediaLab, SpotDeli has become the exclusive gateway for delivering commercials to major Dutch sales houses, including Ster, Talpa Network, and Ad Alliance. This… Continue reading EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES
MADE IN AUSTRIA – MADE FOR AUSTRIA
16. 7. 2025A Unified Media Front for Austria’s Advertising Ecosystem In a historic first, Austria’s entire media industry, public and private broadcasters, alongside print and digital publishers, have launched a joint campaign to assert the value of local media to the nation’s economic and democratic health. The Austrian Broadcasting Corporation (ORF), the Association of Austrian Private Broadcasters… Continue reading EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES
ITV EMBRACES YOUTUBE AS A STRATEGIC DISTRIBUTION AND COMMERCIAL CHANNEL
24. 6. 2025In a decisive shift away from legacy broadcast-only models, ITV fully integrated YouTube into its content and commercial strategy throughout late 2024 and early 2025. Rather than using YouTube purely as a promotional channel, ITV transitioned to treating the platform as a core pillar of its distribution architecture, publishing full-length episodes, launching thematic channels, and… Continue reading EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES
ADS & DATA X SPA REINE ECO-PACK: UNLOCKING INCREMENTAL REACH THROUGH DATA-DRIVEN TV TARGETING
22. 5. 2025SPA Reine’s Eco-Pack campaign with Ads & Data sets a new benchmark in media innovation by combining linear TV with Addressable TV (Smart AD) to deliver incremental reach and optimize frequency. In a still water category under growing pressure from tap water and price-driven private labels, SPA Reine worked with Ads&Data to reaffirm its leadership… Continue reading EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES
ATRESMEDIA PUBLICIDAD’S FREQUENCY OPTIMISER
21. 5. 2025Frequency Optimization in Connected TV Advertising Atresmedia Publicidad has introduced the Frequency Optimizer, a new technology solution aimed at improving the effectiveness and efficiency of advertising in connected television (CTV). The system utilizes HbbTV (Hybrid Broadcast Broadband TV) technology and a sophisticated ad-serving platform to manage and control ad frequency in real time, an advancement… Continue reading EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES
AD MANAGER BY RTL ADALLIANCE – A UNIQUE GATEWAY TO EUROPE’S PREMIUM DIGITAL VIDEO INVENTORY
17. 4. 2025A unique gateway to Europe’s premium digital video inventory RTL AdAlliance has introduced AdManager, a self-service advertising platform that enables advertisers to directly purchase premium digital video inventory across multiple European markets. The platform consolidates access to Connected TV (CTV), Broadcaster Video-On-Demand (BVOD), and online video inventory within a single, user-friendly interface. It’s a first-of-its-kind… Continue reading EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES
A VEVO & CHANNEL 4 STUDY – UNLOCKING THE POWER OF PREMIUM
17. 4. 2025Amid ongoing industry discussions around the definition of premium content and the role of global streaming platforms within the broader “TV” ecosystem, Vevo, the world’s leading music video network, which distributes the largest network of premium music channels on YouTube, has released a new study. The research conducted by Amplified Intelligence offers valuable insights into… Continue reading EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES
THE MAGIC OF REPETITION: MAXIMISING THE IMPACT OF ADVERTISING
26. 3. 2025In a world where distractions are everywhere, grabbing consumers’ attention feels like trying to catch lightning in a bottle. From scrolling through social media while watching TV to listening to the radio while driving, consumers are often distracted. This presents a unique challenge for advertisers: how can we connect with an audience immersed in multitasking?… Continue reading EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES
TELETEST 2.0: AUSTRIA’S NEXT-GEN TV MEASUREMENT
21. 3. 2025Teletest 2.0 is Austria’s new TV measurement system, developed by AGTT, which significantly enhances the way TV viewership and ad reach are measured. It introduces a new audience panel with 100,000 synthetic people meter participants, significantly increasing accuracy and depth of audience measurement, enabling real-time data collection and improving data quality across the Austrian television… Continue reading EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES
THE STREAMCASTING CHALLENGE AND THE BATTLE FOR AD-TENTION
21. 3. 2025The Italian media Sales Houses Association (FCP), in collaboration with Politecnico Milano and Nielsen, has conducted an in-depth industry study titled ‘’The Streamcasting Challenge and the Battle for Ad-Tension’’. This research explores the evolving dynamics of total audience measurement across broadcasting and streaming platforms, with a particular focus on ad-tention, the quality and quantity of attention… Continue reading EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES
ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
14. 2. 2025In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing… Continue reading EGTABITE 285: WTFOCK: HOW SBS BELGIUM & TELENET REACH YOUNG AUDIENCES THROUGH AN ONLINE-FIRST SERIES