VAR opens registrations for VRT Total Content Partnerships 2027

On 5 October at 10:00, VAR, the advertising sales house of VRT, opens registrations for the VRT Total Content Partnerships 2027. This formula allows advertisers to link their brand to VRT content and activate the partnership across various VRT channels and touchpoints.

The options include, among other things, billboarding on the linear VRT channels and VRT MAX, trailers, online video and audio, podcast sponsorship, creative brand and product integrations, social media and activations. Radio, connected TV and broader 360° collaborations can also form part of the partnership.

For 2027, VAR offers two types of partnerships. A Content Partnership is available from an investment of €250,000. Content+ starts from €600,000 and provides access to VRT top content, priority in programme allocation and creative partnerships, and greater flexibility in the choice and scheduling of advertising space. From an investment of €600,000, a volume discount of 2.5% applies; from €900,000, this amounts to 7.5%.

For linear television, VAR applies a base rate of €359 per GRP for the 18–54 age group within these partnerships in 2027. For VRT MAX, a CPM of €35 applies. A surcharge of 20% is charged for billboards immediately before or after top content on the linear VRT channels. A surcharge of 10% applies to seven-second billboards.

Registrations open on 5 October; VAR will begin planning in November.

All options, rates and conditions of the VRT Total Content Partnerships 2027 can also be found in the Retriever media database via Retrievermedia.be.