Integration needs to be more than just what you see on the screen

One of Australia’s leading marketers, Chris Maxwell, believes marketers need to think about a broader approach to integrating with media partners. 

Maxwell, who is Consumer Connections Director of Carlton & United Breweries (CUB), told a panel this week at the Mumbrella Sports Marketing Summit that the brand was seeking to drive a broader business integration in how it deals with media partners, such as Nine. 

“Integration needs to be more than just what you see on the screen,” said Maxwell. “There have been a number of things CUB and Nine have done to better integrate our two businesses as a real partnership.

“I think we (as marketers) go through these relationships in somewhat of a transactional way sometimes but, for the first time in a long time, we have entered into a partnership almost like a long-term sponsorship deal where we have opened up the business to each other.”

Speaking about the nature of the integration, Maxwell said it was similar to the brand’s relationship  with some of its agencies.  

Sam Brennan, Nine’s Director of Sales – Sports, said that as a media partner Nine spent a lot of time trying to better understand the business objectives of the brands it is partnering with. 

“We do a lot of work trying to understand the aspirations of brands,” said Brennan. “But what we find, from both a broadcast and a business perspective, is that brands often are trying to better understand our business as well: eg. why do we produce things a certain way, or what are our core metrics?”

Brennan also cited the recent promotion of Lizzie Young to the position of Group Content Strategy Director as an example of how Nine was seeking to drive a broader integration strategy with its partners across a variety of platforms.  

Lizzie Young Promoted To Nine Group Content Strategy Director

“We have to make sure we have the right structure in the business and also the right people,” he said. “If you look at something like Lizzie Young’s promotion into a content strategy role in our business it really highlights that we don’t just produce TV, we make content that means something to people. 

“It has to be content across not just linear TV but across the multiple platforms we are trying to reach people on.”

Travel Guides: Redefining travel television

The head of Nine’s in-house production arm, 9Production, says the ratings success of its new travel series, Travel Guides, is due to showcasing world locations in a way that “hasn’t been done on travel TV before”.

Speaking about the renewal of Travel Guides for 2018, Trent Chapman, Head of Production and Development for 9Production, said the show resonated with consumers in part because of Australians love of travel. 

Travel Guides v2

“We know Australians are great travellers and huge numbers of us travel overseas every year,” said Chapman. “I think that’s a large part of the appeal of the program – it is about not only the different destinations but also a different take on each of these places. 

“We are not always showing the obvious way to experience these places, but what we are doing is offering viewers a new channel to experience these countries, through our contributors’ eyes. 

“It’s a really entertaining way to experience these amazing places in a way that hasn’t been done on travel TV before.”

The first season of Travel Guides drew an average national audience of more than 1 million per episode and Chapman attributed a lot of that success to both the format and the unique personalities within show.  

“This is a format that emerged from Studio Lambert in the UK who are a great creative powerhouse in TV,” he said, noting how 9Productions had licensed the show for the Australian market.

Chapman said the second season of Travel Guides would not only see the holiday makers exploring new parts of world but also introduce new guides. 

“Travel Guides is returning because the audience came to it in large numbers and we were absolutely thrilled with its performance,” he said.  

“Obviously there are huge amounts of the world and Australia still to explore, and also a lot still to find out about our travellers. 

“Next year we will have some hilarious new contributors popping up and I’m really looking forward to seeing their adventures.”

To discuss Travel Guides integration opportunities please contact your Nine Sales representative.

‘Treat the disease, not the symptoms’: How the industry can get to grips with viewability

While viewability has been kicking around as an issue for the Australian market for the past couple of years, there is growing consensus it is high time the industry got its act together and came up with some agreed rules for everyone to play by.

Nathan Powell, director of sales – digital product for Nine Digital, speaking on a viewability panel last week at the Mumbrella360 conference, says all publishers need to sign up to third-party auditing of their performance to ensure there is a level playing field for marketers to make buying decisions.

“The one thing I will add there for those clients that have different ways of buying on different measurement standards is just be upfront and transparent with publishers and agency partners, it’s about making sure you are clear about what success looks like and what the benchmark is. And when everyone involved knows what that is, we can actually create a solution for you.”

Click here to read the full piece on Mumbrella. 


No other event reaches your audience all summer long

The 2017-18 Ashes Series on Nine’s Wide World of Sports is going to be like no other. It will be summer’s biggest broadcast, sports marketing campaign and 360 degree marketing platform, providing high impact opportunities to integrate your clients’ brands. Watch below for examples of brand integration into Nine’s cricket broadcast.

Cricket Integration Highlights Reel_FINAL

The Ashes consistently delivers the fans, demonstrating a large audience uplift every series. 

The world’s greatest sports rivalry, England vs Australia, will play out on Nine’s Wide World of Sports:
• 23 November – 10 February: 5 Test Matches, 5 ODIs and 3 Twenty20s
• 22 October – 21 November: 6 Women’s Ashes Matches 




Source: Consumer insights based on Nine Nation Survey: N=200, Summer 2016/17. The Ashes delivers the fans based on OzTAM Data. For details see: Cricket Test Matches (2000-2013), ODI Matches (2000-2013) Average AUD (000’s), 5 City, Total People. Audience estimation of the Ashes and ODI 2013-2014 based on historical data on Channel Nine’s broadcast of Test Cricket.


Nine’s Blockbuster Back Half

After a strong start to the year, Nine will continue to create and distribute great content that connects Australian audiences in a blockbuster back-half of 2017. 

From comedy, to big event television, action and entertainment, drama with a difference, and great sporting moments that unite Australia, Nine will engage audiences and advertisers. 

Home to all key demos, Nine is leading the calendar and survey year to date with 25-54, 16-39 and GB+CH.

Furthermore, Nine is the only channel to see growth in its primetime audience year on year:
TOTAL PPL is up 1.9 share points
PPL 25-54 is up 2.6 share points
PPL 16-39 is up 2.0 share points
GB+CH is up 7.5 share points

Here’s a taste of what’s to come:


True Story with Hamish & Andy will bring to life the best Australian tales you’ve never heard, told by the very people who experienced them and then humorously and cinematically realised through dramatic recreations.

In each half-hour episode, Hamish and Andy will meet one regular Australian storyteller who will recount their amazing, surprising, funny and above all true story, which will be simultaneously recreated by a cast of Australia’s most renowned performers.

True Story airs Mondays at 7:30pm on Nine.



Here Come the Habibs is back for a second series, following a smash hit Season 1.

It’s trouble with an “H” as the Habibs returns for a second series on Monday, June 5, at 8.00pm on Channel 9. Comic mayhem engulfs the ritzy (middle) Eastern suburbs as lottery winner Fou Fou Habib and his family resume hostilities with their blueblood neighbours, the O’Neills.

Here Come the Habibs airs Tuesdays at 9:00pm on Nine.

Hosted by Rebecca Maddern, Australian Ninja Warrior will be the ultimate television event to hit our screens in 2017. Only 250 from 3,000 hopefuls have been selected to take on the biggest and most challenging outdoor sports course in the world.
Set on the mythical “Ninja Island”, Australian Ninja Warrior will be the ultimate test of strength, stamina and mental toughness.  Who will be the first Australian Ninja Warrior? 




20 to One, featuring new hosts, Erin Molan and Dave Thornton, returns to Nine with a fresh look and star-studded line up of international and home-grown stars.

Erin and Dave are fired up for the new season and ready to present the world’s Greatest Comebacks, Superstar Feuds, Mega Crazes, Epic Pranks and Viral Megastars, with guest commentators giving their hilarious and often shocking take on everyone and everything.


The Block is Australia’s favourite renovation reality program, and one of the most successful franchises on television. This year on The Block, five new teams of renovators from different generations leave their old lives behind for the challenge of a lifetime as they set to the task of renovating another derelict Melbourne location but this time a whole street!


This Time Next Year is an exciting prime-time series showcasing an array of incredible real-life transformations over the course of 12 months. 

This Time Next Year will deliver these transformations in an instantaneous time travel style format. Once each pledge is made the participant will leave the studio, ready to begin their challenge and reappear just moments later, completely transformed one year on. Only then will the viewers learn how they have achieved it.


The A List is an exciting new eight-part entertainment program hosted by Nine Entertainment Editor, Richard Wilkins. This series will feature in-depth interviews with the world’s most topical and talked about artists, actors and A-list superstars. 

In similar fashion to Inside the Actors Studio, The A List will be enthralling, amusing and highly entertaining. 


Big characters, bold recipes and beautiful food: Family Food Fight is a fresh, exciting and relatable take on the food reality genre.  

In this competitive cooking series, diverse and multi-generational Australian families will go head-to-head in high-pressure cooking challenges, to not only win the experience of a lifetime but also take home the title of “Australia’s Greatest Food Family”.


Doctor Doctor, 2016’s big drama hit, is back for a second season.

Series Two sees Hugh (Rodger Corser) determined to live out his probation in peace. However there is no peace in Whyhope. Relationships will be tested and the dysfunctional Knight family will face a tough decision. Will their struggles bring them closer together or tear them apart? 

An outstanding cast is returning for the 2017 season: Rodger Corser (Hugh), Nicole da Silva (Charlie), Steve Bisley (Jim), Ryan Johnson (Matt), Tina Bursill (Meryl), Hayley McElhinney (Penny), Matt Castley (Ajax), Chloe Bayliss (Hayley), Charles Wu (Ken) and Belinda Bromilow (Betty). 


Referred to as Australian sports’ greatest rivalry, the State of Origin series is Australia’s premier sporting events. 

The 2017 Holden State of Origin series kicked off with a national average audience of 3.527 million viewers tuning in to Game One, making it Nine’s No.1 program of the year.  The match also topped the night as the No.1 program across all key demos and total people. 

There’s still more action to come exclusively live and free on Nine’s Wide World of Sports: 
GAME TWO: 21 June 


It’s what months of hard work are leading up to… The 2017 Telstra NRL Finals Series and Grand Final and it plays out on Nine.
The 2016 Telstra NRL Grand Final delivered its highest rating in history, reaching a national average audience of 3.794 million viewers. 
All Games Live and Exclusive on Nine.


Nothing can deliver your brand’s ‘IMPACT’ more than an Ashes year.
Cricket is summer…and summer is cricket.  It’s our true national sport and it’s been that way forever. The beaches, the BBQ’s and the backyard bashes, the best of summer.  It’s engrained in our DNA…in the fabric of our country. 
 And this summer it promises to be so much more with The Ashes.
• 5 Epic Test Matches
• 5 ODI’s
• 3 Massive Twenty/20’s
Live & Free on Nine’s Wide World of Sports November 23 – February 10. 


Nine has completely reinvented the way in which Australian’s connects with Netball in 2017, and it’s set to get even better with the countdown to the Suncorp Super Netball Finals airing across 9Gem and Channel 9 in June.

Clint Stanaway will be hosting all the Suncorp Super Netball finals action and will be joined by an expert commentary team including Australian netball legends Liz Ellis, Anne Sargeant, Cath Cox, Sharelle McMahon and Sue Gaudion.

Source: Every demo one home based on Metro OzTAM consolidated data, 6:00 – MN up to week 21. Nine growth based on Metro consolidated data Weeks 7-21 excluding Easter Primary Channel 18:00 – 22:30.