Nine to Carry MAFS momentum into Q2

Nine has a had a blockbuster start to the year, with a strong performance from the Australian Open and Married at First Sight, and is looking to carry the momentum into the second quarter of 2019.

“We’ve had an unbelievable start to 2019,” says Hamish Turner, Nine’s Program Director.

“Off the back of the Australian Open, the first year that Nine has had it, we delivered strong year-on-year performances and record commercial share through the January period. It provided us with a fantastic launch platform for our entertainment slate led by Married at First Sight.”

Married at First Sight is shaping as the most talked about show of 2019, delivering record audiences and creating an unprecedented amount of noise by capturing the national “water cooler” conversation.

“MAFS has had a fantastic launch in 2019 across all platforms, including record numbers in BVOD,” says Turner.

“Anywhere you look, you hear people talking about it, you’re reading articles about it. It has really captured the attention and imagination of Australians.”

The success of Married at First Sight has provided a remarkable springboard for programs such as Travel Guides (2019 launch episode the biggest yet) and 60 Minutes, New Amsterdam and Murder, Lies and Alibis, which have all posted strong results.

“We couldn’t be happier,” says Turner, who vowed to carry the momentum into Nine’s post-Easter schedule through programs like The Voice and Lego Masters.

The Voice 2019

“Then you have Lego Masters, which is family viewing. It really surprises and it will capture the attention of all ages. 

“Lego Masters flips the reality genre on its head. It’s full of elements that you haven’t seen on Australian television before. The cast is amazing. They are teams in pairs that you don’t tend to see in reality shows and they will provide plenty of surprises. But the most surprising element of all is the builds with the Lego blocks, the extraordinary things that the contestants dream up and bring to life in front of you.”

Turner also noted how Nine will build out its drama slate for the rest of 2019.

“After Easter, two of our biggest dramas are going into production and we look forward to bringing them to screens later in the year.

“There are some big cast changes in Doctor Doctor. The 2018 series delivered successful results, with an average national cross-platform audience of 1.4 million viewers per episode, and this year’s series will bring more outstanding results.

“The other drama is SeaChange, and the scripts are looking amazing. There are some fantastic characters returning and some brilliant new cast members you are going to fall in love with.”

Regarding the sports slate, Turner said it will be another big NRL season on Nine.

“2019 is going to be a huge year in sport for Nine. As well as the NRL we have State of Origin. Three of the top-rating programs of 2018 were Origin games, and this year one game in the series goes to Perth for the first time. We are looking to capture the imagination of a completely different audience.”

International cricket also returns to Nine with The Ashes in the UK later this year.

“David Warner and Steve Smith will return to the fold and we’re excited to see what kind of new life they can inject into the Australian team,” said Turner.

With Nine’s lineup of top programs set to hit television screens throughout 2019, audiences are advised not to switch off after the first quarter.

For brand partnership opportunities, contact your Nine representative or request more information.

A Clear Strategy for Nine’s Publishing Assets in the Modern World

Nine’s publishing structure post-Fairfax merger has provided clarity for its editorial brands right across the business, according to Chris Janz, Nine’s Managing Director of Publishing.

“I think the beauty of the merger is that it’s provided absolute clarity to each of the brands as to where they sit,” said Janz, speaking on a panel at The Australian Financial Review’s Business Summit last week.

Janz discussed the way publishing assets operated in the “old world” and detailed how the new-media business model has impacted on the brands in a positive way.

“In the old world we tried to balance the scale of advertising with the simplicity of subscriptions for a brand like The Sydney Morning Herald and The Age,” he said. “The reality of that means you are in a bit of an editorial tug of war. Do you make the decision that services your subscribers or do you make a decision that services the mass market and the scale?

Fellow panel member Michael Stutchbury, Editor-in-Chief of The Australian Financial Review, also shed light on the strengths of the new combined business by assessing the growth position of the masthead.

“We are more in a growth phase,” said Stutchbury. “We’ve been through a lot of disruption, a lot of it has been quite frankly painful over the last five or six years. But we are battle-hardened, we’ve come through the other side, and now we’re starting to position ourselves for a bit of growth.”

Helen McCabe, Nine’s Digital Content Director, said the merger has not only benefited mastheads new to the Nine family, but also the brands that have long been a part of the Nine brand.

“We’ve just become better at pulling all the businesses together, and that means we can really compete on a news basis in a manner that we haven’t been able to previously,” she said.


The Power of Waking up with TODAY

Breakfast television is a staple of many households every morning, and Nine’s Director of Morning Television, Steven Burling, says he takes real pride in the role the Today Show plays in bringing the stories that matter into the homes of Australians.

“With early morning television there’s a real intimacy as families start their day having breakfast, probably before they rush out the door, and it’s a privilege to be a part of their routine,” says Burling.

Today has been trusted as a source of morning news for almost 40 years and remains one of Australia’s leading news brands.

“Australians trust us to share with them the latest news, sport, weather and a whole lot more,” Burling says.

Part of the power of Today lies is not being tied to the studio, which helps to keep it dynamic and energetic. Wherever the action is, the team will be there, with the hosts and contributors out on location.

“We are a trustworthy news source and an advocate for our audience. Whether it’s the Oscars or the Logies, a massive sports event or a federal election, Today will be there broadcasting from the heart of the action and speaking to the important people our audience want to hear from,” Burling says.

The new Today line-up, led by Georgie Gardner, Deb Knight and Tom Steinfort, are more than just talented journalists and broadcasters.

“They are big personalities who don’t take themselves too seriously and are committed to the program and our audience,” Burling says. “As the months go on, more Australians will be relying on them for their morning fix of news.

“There is a real and dynamic engagement with our audience which will become even more important this year.”

Burling says Today’s power comes from the local Australia stories they tell. 

“We tell Australians stories, and at times when they need a hand we become their champions too,” Burling adds. 

“Our viewers and their communities certainly remember the positive interactions long after the cameras have left.”

Virtual Oz: ‘The biggest change in television since black and white moved to colour’

Nine’s Chief Sales Officer, Michael Stephenson, has labelled OzTAM’s Virtual Oz (VOZ) the biggest change to the television landscape since TV moved from black and white to colour.

Speaking on a panel at the Future TV Advertising Forum in Sydney last week, Stephenson argued that the groundbreaking innovation, which seeks to give marketers and agencies one total TV audience figure across linear television and digital broadcast video on demand (BVOD), will be transformative.

“I fundamentally believe that Virtual Oz is the most significant change and development in television since we went from black and white to colour,” said Stephenson. “It’s a big call, but I believe that to be true.”

In an ever-evolving media landscape, Stephenson noted the impact of data and technology, combined with unique content, in making television advertising more powerful and effective.

“Whether that’s I’m a Celebrity, MKR, or you’re talking about Ines and Bronson in Married at First Sight, people are talking about this stuff and that’s good for brands.”

OzTAM announced last year that it was working on VOZ, an integrated database that provides cross-device reach frequency and is set to launch in 2020.

Fellow panel member, OMG’s Chief Investment Officer, Kristiaan Kroon, agreed that it was an important innovation and also noted how the Australia television industry has worked hard to improve the digital experience for consumers.

“TV networks have invested in technology and they’ve got much better consumer experiences,” Kroon said. “The digital part of what Seven, Nine and Ten, etcetera offer shows where the audience is going. It continues to tap into consumers and the core of TV and all those wonderful things it does.

“Digital stories have grown and Australian TV networks deserve a lot of credit. They’ve invested a lot of money in VOZ, but if you look at other (media) channels, they have big paradigms talking about measuring because there’s nothing new there. There’s nothing that underpins the evolution they’re going through.”

Stephenson also argued that the future of television is already here for Australia in many ways.

“We are the first country in the world to measure cross-media reach frequency. We have this as an asset and I’m incredibly proud to be a part of that because we are leading the way,” he said.

Be Part Of What’s Next With Nine

At Nine we bring Australia together with engaging and far reaching content across News, Lifestyle, Entertainment, and Sport.

From broadcast through to online and print, our ability to influence consumer behaviour, help build brands and effectively drive sales has never been so powerful. 

Be part of what’s next at Nine, and make a real connection with your customers.

Next in Entertainment

  • Lego Masters: If you can dream it, you can build it. Join Hamish Blake for the next big thing in family entertainment. 
  • The Voice: Back for an enormous 8th season, Guy Sebastian joins superstar Coaches Delta Goodrem, Kelly Rowland and Boy George, as we unearth the next wave of Australia’s most talented artists.
  • Ninja Warrior: A new season and supersized course, the stakes have never been higher as the competitor that goes the furthest and fastest will receive a prize of $100,000. Climb Mount Midoriyama and the prize jackpots to $300,000. Will we see Australia’s First Ninja Warrior crowned?
  • The Logies: Celebrating everything great about Australian Television, and the connection it forms with audiences far and wide, join all the stars on the red carpet to unveil who will take home the awards in 2019.

Next in Sport

  • NRL: Join the Wide World of Sports team as we take you closer to the action. From the latest in innovation, to the biggest games of the year, Footy on Nine has never looked better.
  • State of Origin: Event television at its finest, with the 2018 series registering an average audience of 3.115m over the 3 matches.
  • The Masters: See the best golf players in the world live from Augusta, Georgia with round-the-clock coverage across all platforms.
  • The Ashes: The showpiece of cricket returns to Nine, as Australia goes head to head with England in the 2019 Ashes series. With all matches live and exclusive to 9Gem during primetime, this is set to be event television you can’t afford to miss.

Next in News & Lifestyle

  • Today: Find out how you can harness the power of morning television with our 2019 marquee brand initiatives.
  • The Australian Financial Review Magazine: In an unprecedented era of wealth, see who will make the cut in the coveted Financial Review Rich List for 2019.
  • Good Weekend: Taking on an international lens, we uncovering the top 52 Dream Destinations to visit across the globe right now – from the sublime to the adventurous, the ultimate bucket list is calling.
  • Traveller: As the essential resource for Australians who love to travel, our Europe glossy edition will inspire and inform those looking to explore all things the continent has to offer in 2019.


For partnership opportunities contact your Nine sales representative.

Source: SOO 2018 based on OzTAM Metro Total TV & Regional TAM Regional FTA+WA. Consolidated 28. 06/06/2018, 24/06/2018, 11/07/2018. Total Individuals, Nine/Nine Content Affiliates. 5 City Metro & Combined Agg Markets. AUD.