VAR opens registration for the VRT Total Content Partnerships 2027

On 5 October at 10:00 a.m., VAR, VRT’s advertising sales house, will open registration for the VRT Total Content Partnerships 2027. This offering enables advertisers to associate their brand with VRT content and activate their partnership across a range of VRT channels and touchpoints.

The available options include billboarding on VRT’s linear channels and VRT MAX, trailer tag-ons, online video and audio, podcast sponsorship, creative brand and product integrations, social media and activations. Radio, connected TV and broader 360-degree partnerships can also form part of the package.

For 2027, VAR is offering two types of partnership. A Content Partnership is available from an investment of €250,000. Content+ starts at €600,000 and provides access to VRT’s premium content, priority in the allocation of programmes and creative partnerships, and greater flexibility in inventory selection and scheduling. A volume discount of 2.5% applies from an investment of €600,000, rising to 7.5% from €900,000.

For linear television, VAR’s 2027 base rate within these partnerships is €359 per GRP for the 18–54 target audience. For VRT MAX, the CPM is €35. A 20% surcharge applies to billboards placed immediately before or after premium content on VRT’s linear channels. Seven-second billboards are subject to a 10% surcharge.

Registration opens on 5 October, with planning by VAR starting in November.

Full details of the available options, rates and conditions for the VRT Total Content Partnerships 2027 can also be found in Retriever’s media database at Retrievermedia.be.