Say ‘I do’ to Married at First Sight

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Australia's undisputed leader in entertainment & biggest marketing platform

Married at First Sight is Australia’s biggest guilty pleasure and most talked about social experiment on Channel 9 and 9Now.

In the quest to find the love of their lives, some of Australia’s most attractive and adventurous singles hand the keys to their heart to relationship experts John Aiken, Mel Schilling, and clinical sexologist Alessandra Rampolla. A quest to prove if science really can predict true love and long-lasting romance.

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.

Married at First Sight is a cross-platform juggernaut

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people

Over 1 in 3 episodes
hit a Total TV audience of +2 million across the season

television

MAFS finale was No.1
non-sport program for 2022 for all key demos & total people

MAFS consistently delivers incredible cross-platform results, making it the perfect vehicle to drive consumer outcomes.

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OVERNIGHT

1.289 Million 

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TIMESHIFT

152,000

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BVOD

544,000

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TOTAL TV

1,985,000

Hearts

UPLIFT ON OVERNIGHT

54%

Source: OzTAM Metro + Regional TAM, 31 Jan - 4 Apr 2022, "MARRIED AT FIRST SIGHT" excl encores (Nine + Content Affiliates), Total People, AUD, Overnight + Time Shift 7 data (at 8 Apr 2022); OzTAM Live + VOD VPM, Rolling Cume, Married At First Sight Season 9, 31/01/2022 - 31/03/2022, includes coviewing on connected tv devices. Top Programs Source: OzTAM Metro + Regional TAM, 01 Jan – 07 Apr 2022, excludes “encore” “rpt” “(R)”, CFTA Primary and Multi Channels + Content Affiliates, Total People / Ppl 25-54 / Ppl 16-39 / GS+CH, consolidated 7 data (at 08 Apr 2022). OzTAM Metro (5 City Metro) + Regional TAM (Combined Agg Mkts), "MARRIED AT FIRST SIGHT" (31 Jan - 4 April 2022) excludes encores/RPT/presentation, Total People, Overnight + TS28 data (as at 13 Apr 2022).

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 MAFS 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, MAFS has something to deliver your brand REAL results. No idea is too big.

MAFSTalent

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.

SeanBriggs

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.

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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.

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Think Exclusive with Nine Radio

TradePress_PersonOne

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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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.

A DIRECT LINE INTO THE MOODS, THOUGHTS AND OPINIONS OF OUR DIVERSE AUSTRALIAN AUDIENCES

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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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

Radio_SectionHeaderBanner_3AW

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

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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+.

Did you miss the Nine Upfront 2022?

Hear from Tom Malone, Nine's Managing Director - Radio
and Deborah Knight, Nine Radio Host, on the most dynamic platform in the media landscape today...

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

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