Say ‘I do’ to Married at First Sight

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Australia's biggest marketing platform returns with more love than ever before

We are gathered here today to celebrate the union between Australian audiences and the most beloved show to have graced on our screens for the past 8 years.

Married at First Sight is back for a ninth season in 2022. This season we are bringing back all of what we know and love, with a batch of new participants on the search for their perfect match. Vowing to be one of the best seasons yet, this is not a show not to be missed.

To find out what your brand can achieve with a Married at First Sight partnership, request a tailored response to help realise your marketing objectives.

Australia is wedded to MAFS 

Australians flock to Married at First Sight for so many reasons. For some MAFS offers routine, for some laughter and for some, simply the joy of seeing romance flourish. MAFS is the watercooler topic of conversation, a ratings juggernaut and an unmissable show. 

MAFS is a cross-platform juggernaut

Married at First Sight consistently delivers incredible cross-platform results, making it the perfect vehicle to drive consumer outcomes.

+2 million viewers every episode in 2021
+670,000 Regional

Hearts

OVERNIGHT

1.481 Million 

Hearts

TIMESHIFT

141,000

Hearts

ENCORE

199,000

Hearts

LIVE VPM

42,000

Hearts

VOD VPM 

334,000

Source: OzTAM & RegTAM, 22/02/2021 – 19/04/2021, Total People, Nine Network, Nine Network Affiliates, Consolidate 7, Audience, contains “Married at First Sight”.

MAFS vows to be the best season yet in 2022

Married at First Sight is the show that gets Australia talking. No moment can be missed as audiences lap up the love, time and time again.

In 2022 audiences can expect all elements of MAFS that Australia loves PLUS a selection of brand-new format beats.

Experts

Brands are wedded to MAFS for all the right reasons

Married at First Sight is unlike any other program. Audiences hang off every second of the show and engage with it across multiple platforms. From broadcast, to digital through to the participants socials and beyond. Audiences are hooked and brands that have truly recognised this value, have wedded to MAFS for all the right reasons.

We know Married at First Sight is an effective platform to deliver truly incredible, measurable results for brands. And we know Nine can deliver a compelling solution for your brand across the powerhouse of the entire MAFS ecosystem.

No matter the category, no matter the business goal, Married at First Sight has something to deliver your brand REAL results. No idea is too big.

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Let's take a look at how MenuLog used Martha's Wine Moments to realise their marketing dreams

Challenge 

MenuLog wanted to increase consideration for their brand during engaging reality TV moments. Integration was a key deliverable for the partnership, including product placement and talent verbals.

Solution

Nine proactively approached MenuLog with the Martha's Wine Moment series, including bespoke integration opportunities tailored to MenuLog which was a key deliverable for the client. Nine worked closely with editorial to include product placement, integration moments and talent verbals throughout the series.

Results

MenuLog successfully leveraged its Married at First Sight partnership through clear campaign messaging and creative integration.

This ensured viewers were highly engaged, and resulted in Brand Consideration increasing by 5% pts.

Source: Gemba Brand Health Study Married at First Sight 2021

Find out how Australia watched Married at First Sight tie the knot with Specsavers

In a new series from Powered by Nine, we unpack a range of topics on the minds of marketers. In episode two of Powered Unpacked, we spoke to Shaun Briggs, Head of Marketing Planning at Specsavers, and discovered how the brand kick-started life after COVID through a powerful integrated and creative partnership with Married at First Sight.

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Shaun Briggs (Head of Media, Specsavers) said Nine were ‘really easy’ to work with alongside AJF. They (Powered) got there super quick to nail the creative direction, and allowed us to enter into production super fast. The end result saw website traffic +7%, an upside in organic search, and a really strong result from topline sales across +400 stores in Australia and New Zealand.

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14% increase

Awareness of Specsavers free eye test increased 14% pts (56% to 70%)

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4% increase

Consideration increased 4% pts vs. pre-wave and 7% pts vs. non-viewers of MAFS

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9% increase

Perceptions of
Quality and Trust increased by
9% pts and 5% pts, respectively

Source: Gemba Brand Health Study Married at First Sight 2021

It's time for your brand to say 'I do' to BIG ideas

To find out what your brand can achieve with a Married at First Sight partnership, request a tailored response to help realise your marketing objectives.

Request more information - GENERIC

Powered Unpacked – Audio Advertising Effectiveness

Powered Unpacked

Why advertisers are switching audio channels to push beyond reach and frequency

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Deeper Engagement:


Latest research from OMD suggests advertisers could be missing a trick when it comes to audio advertising across radio, streaming and podcasts. The opportunity to engage audience attention across all age groups goes much deeper than reach and frequency.

While podcasts and streaming are booming, those audiences are additional to broadcast. “There's no cannibalisation,” according to OMD business director, Thad King.

“They all have their own strengths – and our research found that cross-channel audio campaigns, when we had all channels in the mix, saw much better results.”

However, the research also showed broadcast had the strongest impact on purchase decisions. King puts that down to trust, “especially within broadcast”. But OMD found variances across age groups.

“For the younger demographics, we saw that broadcast radio was more effective from the top end of the funnel in raising awareness, whereas some of the other channels, podcasts and streaming were more effective at lowering the funnel. But the older the demo, the more effective broadcast radio becomes.”

Watch episode five above or stream below:

Rules of engagement


OMD worked with Nine’s Powered division to dive deeper into the research, specifically around the differences between talk radio and music in driving results.

Nine director of effectiveness, Jonathan Fox, said the exercise unearthed key findings around audience engagement.

“Firstly, with the exception of podcasts, talk radio registered the highest level of engagement, with 41 per cent of respondents highly engaged,” said Fox.

While radio must rely on “claimed engagement”, because it can’t use tools like eye tracking, as other media are attempting to do, engagement is an increasingly important metric for ad buyers. It’s becoming a “huge factor” in planning and strategy, according to OMD’s King.

The second key finding is that listeners tune in to talk radio for different reasons versus other platforms.

“They want something to talk about, to learn something new and to be informed on the latest news,” said Fox. “So it's fuelling discussion, exercising the brain and keeping people informed.”

Crucially for advertisers, talk audiences are more likely to talk with others about the shows they listen to, according to the research. “So if advertising is relevant to the content,” said Fox, “it could well be included in the conversation that people are having.”

Right time, right channel, better results


Key to ad relevancy is embedding messages at the right time of day across different audio channels.

“One of the key take-outs from the research was that different demos behave differently for each of the different audio channels, and they perform differently throughout the day,” said OMD’s Thad King.

“For us, it's making sure that we've got the right approach to how we're using those channels, making sure that we're flighting them correctly, and importantly that we've got the right creative, so it can be effective,” he added.

“We want to make sure that we're delivering a message in the most contextually relevant way, to deliver great outcomes for our businesses. And this research has allowed us to get a better understanding in terms of all those different areas.”

Stories beat frequency challenge


Managing ad frequency is a key challenge for all media, but especially talk radio, where time spent listening often dwarfs other channels. Nine’s Jonathan Fox said some brands, such as CommBank, are cracking that conundrum and driving strong results by telling progressive stories, instead of repeating the same messages.

Brands can unlock more powerful results from taking a similarly creative approach.

“Radio is viewed as a short-term awareness driver, particularly of retail promotions. There's nothing wrong with that, but if you're able to evolve the creative over time to tell a story, we have the potential to use something like talk radio for longer term emotional brand building as well,” said Fox.

“Radio is more multidimensional than perhaps most people realise.”

Contact us for more information on how your brand can leverage the power of Nine to deliver real business outcomes.

Transform your brand with Beauty and the Geek

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Beauty and the Geek: A new season with a whole lot of heart

The 2021 Beauty and the Geek reboot, hosted by beautiful and self-confessed dork Sophie Monk, returned to screens with all the fun of the original series and a new layer of heart and warmth. Audiences fell in love with the show all over again.

Beauty and the Geek is a modern day romantic comedy, but it's real....

With an open mind and an open heart, Beauty and the Geek is full of emotion, laughter, fun, and maybe even a little bit of true love.

Here’s a sneak peek of what’s to expect from this season…

A journey of self discovery, in search of true love and lifelong friendship...

Shining a light on the bridging of the divide, the 2021 season of Beauty and the Geek smashed through the preconceptions of traditional stereotypes.

The 10 beauties and 10 geeks worked together through a series of real-life challenges in the search to find a romantic spark or a lifelong friendship. Surprising connections were made as two very different worlds collided and strong partnerships bloomed in the most unlikely and sometimes hilarious circumstances.

The beauties opened their eyes and hearts to new possibilities as they helped the geeks find their voice, and in return learnt a thing or two from the geeks about stepping outside of their comfort zones.

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TVPLATFORM

Break the stereotypes and think differently...

Beauty and the Geek in 2021 offered brands marketing solutions that were distributed at scale and amplified across the entire Nine ecosystem. From broadcast, digital, print and radio – the opportunity to harness the power of premium content to deliver brands real, measurable results were endless.

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The beauty of a program fit for every category

Loveheart

86% more likely to fly somewhere
in Aus for their next trip

Loveheart

4x more likely to intend to a
buy a car in the next 3-6 months

Loveheart

62% would pay extra for well-known brands

Loveheart

 2x more likely to try new tech as soon as it comes out

Loveheart

 4.4x more likely to order food home delivery several times a  week

Loveheart

 20% more likely to be profligate spenders

Loveheart

61% like to experiment with different beauty products/brands

Source: Nielsen S07 Metro Fused |AUD Must View/Always Try To Watch Reality TV on Nine

Beauty and the Geek in 2021 helped brands harness the power of Nine's entire suite of assets

B+G_Ecosystem

To find out more about what your brand can achieve with a Beauty and the Geek partnership, request a tailored response to help realise your marketing objectives.

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Think Exclusive with Nine Radio

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Think
Exclusive

Almost 50% of our audience are

You can't reach them anywhere else

Nine Radio allows you to talk to your customers

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TradePress_PersonTwo

Our audiences aren't just a demographic, they are loyal listeners


In fact, almost 50% of them are exclusive to Nine Radio. You can’t reach them anywhere else.

Our audiences are rich, and complex, with a range of views, needs, listening motivations and money to spend.

When addressed in the right way, our audiences can deliver real, meaningful results for your brand.

Nine’s local Talk Radio stations 2GB in Sydney, 3AW in Melbourne, 4BC in Brisbane and 6PR in Perth are led by the people who know how to talk to Australia.

These are the voices of their cities. Voices that convey trust and drive powerful, intimate conversations across more weeks of the year than any other media business in the country.

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A direct line into the moods, thoughts and opinions of our diverse Australian audiences

Talk To...

2GBBAnner

Think Financially Fit

69% of 2GB listeners
are investors

Think Home Improvement

50% of 2GB listeners intend to renovate in the next 12 months

Think Key Decision Makers

65% of 2GB listeners are the household financial decision makers

Think Greater Cut Through

2GB listeners are more likely to listen through ad breaks

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Think Greater Cut-Through

3AW listeners are more likely to listen through ad breaks

Think Home Improvement

53% of 3AW listeners intend to renovate in the next 12 months

Think Key Decision Makers

57% of 3AW listeners are the Main Grocery Buyers

Think Auto

67% of 3AW listeners are the household decision makers for cars & motoring

Radio_SectionHeaderBanner_4BC

Think Essential Routine

42% of 4BC listeners say radio is an essential part of their lives

Think Auto

67% of 4BC listeners are the household decision makers for cars & motoring

Think Financially Fit

70% of 4BC listeners are investors

Think Key Decision Makers

60% of 4BC listeners are Main Grocery Buyers

Radio_SectionHeaderBanner_6PR

Think Life Changing Advice

50% listen with a high level of attention

Think Home Improvements

54% of 6PR listeners intend to renovate in the next 12 months

Think Financially Fit

71% of 6PR listeners are investors

Think Key Decision Makers

62% of 6PR listeners are Main Grocery Buyers

Source: Nielsen CMV, Metro Survey 3 2021, fused radio data, Cume(000s), Mon-Sun 5.30am, 2GB AP18+ vs Sydney AP18+. Nielsen CMV, Metro Survey 3 2021, fused radio data, Cume(000s), Mon-Sun 5.30am, 3AW AP18+ vs Melbourne AP18+. Nielsen CMV, Metro Survey 3 2021, fused radio data, Cume(000s), Mon-Sun 5.30am, 4BC AP18+ vs Brisbane AP18+. Nielsen CMV, Metro Survey 3 2021, fused radio data, Cume (000s), Mon-Sun 5.30am, 6PR AP18+ vs Perth AP18+.
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Talk Radio

It's more than just Breakfast

NO.1 TALK RADIO NETWORK MORNINGS

The intimacy, immediacy and authenticity delivered by Nine’s talk radio hosts every morning to over 1.06 million listeners guarantees a platform that allows you to talk to your target audience. More of them, more often, across more weeks of the year than any other media business in Australia. 

From show sponsorships, live reads, news block opportunities and streaming packages – we invite you to own the conversation and challenge us to prove what mornings on Nine Radio can deliver for your brand. 

2GB

NO.1

134 CONSECUTIVE WINS
3AW

NO.1

203 SURVEY WINS
4BC

+5%

CUME SURVEY WINS
6PR

+30%

CUME GROWTH
Source: GfK Radio Ratings, 2GB Sydney Survey 1 2004-Survey 4 2021, 4BC Brisbane, Survey 2 2020 vs Survey 4 2021, 6PR Perth Mon-Fri 9am-12pm Survey 2 2020 vs Survey 4 2021, 3AW Melbourne Mon-Fri 8.30am-12pm 1991-Survey 4 2021, Market Share %, AP10+, Cume (000s), Unless otherwise specified.

OWN THE CONVERSATION WITH NINE RADIO'S MORNINGS BRAND AWARENESS MAXIMISER

For 24 hours we hand you the keys to the castle, you take over the commercial air space and it's yours. We'll be driving sales non-stop across the country, for an entire day. 

Check out what your Mornings Brand Awareness Maximiser could sound like:

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TALK RADIO'S DIGITAL AUDIENCE SOARS TO 11 MILLION MONTHLY STREAMS AND RECORDS DOUBLE DIGIT GROWTH

Nine’s leading talk radio stations, 2GB, 3AW, 4BC and 6PR are driving incredible audience growth online, recording more than 11 million stream starts in the month of July, along with growth in session starts, listening hours and total cume audience.

Talk radio is more mobile than ever. Speak to Nine today about how you can harness the power of talk across all platforms.

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Source: Triton Streaming Metrics, TLH, Session Starts, Cume, July 1-31 2021 vs June 1-30 2021, unless otherwise specified.

It's time to turn down the music
start a conversation with your city

Think Nine Radio

To find out what your brand can achieve with a local Nine Radio partnership, request a tailored response to help realise your marketing objectives.