Parental Guidance


The search for Australia's best parenting style

Parenting. Everyone’s got an opinion.

While there is no such thing as the perfect parent, Parental Guidance always determines the parenting style that comes close when it puts parenting styles with remarkably distinctive methods and unique approaches under the national spotlight.

The carefully selected diverse range of parents will take centre stage in 2024 to be unpacked, judged and scrutinised under the guidance of returning dynamic duo Ally Langdon, the esteemed host of A Current Affair, and Dr Justin Coulson, one of Australia’s most trusted parenting experts. Each set of parents get a taste of their own medicine when it comes to report-card results as their approach to parenting is reviewed, reacted to and discussed on the Parents’ Lounge, ultimately leading to a vote for Australia’s best style.

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



Broadcast Overnight


Time Shift to 28


Broadcast Encore


Con 28 Live + VOD BVOD


Total AUD

BVOD Source: OzTAM Live + VOD VPM, Parental Guidance Season 2, 5/06/2023 - 20/06/2023, includes coviewing on connected tv devices
TV Source: OzTam Metro + Regional Data, Total People, Overnight + Timeshift to 28 for First Run Episodes, Consolidated 28 for Encore Episodes, 'Parental Guidance,' 05/06/2023 - 25/06/2023'

Think big with a show fit for any category

Parental Guidance is a show that is captivating, entertaining, educating and has families Australia wide starting a conversation about their parenting styles. There is no other show like this on Australian television.

From helicopter parents to tiger parents, free-range and routine parents to extreme authoritarians, Parental Guidance shins a light on how Aussies raise their families. And that no one parenting style is best.

Parental Guidance takes us behind the closed family doors of parenthood, and how we ourselves were parented.
When it comes to modern-day parenting, is anyone really nailing it?


Parental Guidance is produced by Eureka for the 9Network.

To find out more about what your brand can achieve with a Parental Guidance partnership, request a tailored response to help realise your marketing objectives.

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Celebrity Apprentice Australia


Only one can be crowned the Celebrity Apprentice Australia. So who can withstand the sugar rush?

Celebrity Apprentice Australia returned in 2022 with a larger-than-life season ever on Channel 9 and 9Now. Bringing together more of the country’s biggest names to battle it out in the boardroom.

The celebrities, divided into two teams, took on a range of epic tasks to avoid billionaire boss Lord Alan Sugar’s firing squad, while using their business savvy and little black book of contacts to raise money for their chosen charities.

Here are the highlights from Celebrity Apprentice Australia this season...


The celebrities are bigger, the tasks are grander and the amount of money raised for charity has never been seen before on Celebrity Apprentice Australia

CEO Lord Alan Sugar reprises his tough as nails, no-nonsense role in the boardroom, along with his trusted advisers, Boost Juice pioneer Janine Allis and program newcomer, businessman and entrepreneur Nick Bell. Under their watchful gaze, the 16 celebrities battled it out in an intense game of survival of the savviest, pulling out all stops to raise money for their chosen charities.

The personal stakes were high as big egos, high-pressure situations, and exciting new game play ramps up the competition between the celebrities of Celebrity Apprentice Australia. There were more explosive moments and twists and turns on the road to the winner being crowned the Celebrity Apprentice.

Stepping up to the plate as Lord Sugar's new recruits in 2022 were:


Turia Pitt
Author, motivational speaker and one of Australia's most inspirational women

Will and Woody
National hosts of Australia's No. 1 Drive radio show

Bronte Campbell
Dual Olympic gold medallist and world champion swimmer

Jodi Gordon
Logie-Award-winning actress, model and Australian sweetheart

Benji Marshall
Rugby league great and Wests Tigers legend

Gamble Breaux
Real Housewives of Melbourne star

Beck Zemek
Married At First Sight's most controversial bride and socialite

Vince Colosimo
Hollywood actor and Australian Film Institute award winner

Samantha Jade
Winner of The X Factor, ARIA Award winner and singer-songwriter

Jean Kittson
A queen of Australian comedy, trailblazer and author

Darren McMullen
Renowned television presenter and actor

Jarrod Scott
Face of Givenchy and international supermodel

Carla from Bankstown
Secretary to former NSW Premier Gladys Berejiklian and social media sensation

Ronnie Caceres
Renovation expert and one of The Block's most successful All Stars

Eloni Vunakece
Two-time Australian Ninja Warrior semi-finalist and former international NRL star





Overnight & Timeshift


Live VPM



Source: OzTAM Metro (5 City Metro) + Regional TAM (Combined Agg Mkts). 22 May - 21 Jun 2022. "CELEBRITY APPRENTICE AUSTRALIA" excel encores (Nine + Affiliates), Total People, AUD, consolidated 7 data. OzTAM Live + VOD VPM, Rating 7 Days Cume, Celebrity Apprentice Season 2, 22/05/2022 - 28/06/2022, includes coviewing on connected tv devices.



Regional viewers reached
in 2022

People 25-54

of 9Now minutes viewed by regional Australia

Source: Regional TAM (Combined Agg Mkts), 22 May – 21 Jun 2022, “CELEBRITY APPRENTICE AUSTRALIA” excl encores (Nine + Affiliates), Total People/Ppl 25-54, Reach, consolidated 7 data

Let's hear from business magnate Lord Alan Sugar on the power of a show that gives more, whilst giving back...



“This is my past and my personal life … I want other women out there to know that you can have a voice and there are people out there who want to give you a voice. You can still live a great life, be successful and still keep your integrity no matter what happens to you.”

Shaynna Blaze
Co-Founder, Director & Chairperson of Voice for Change
Celebrity Apprentice Season 1 WINNER

Own the episode with Celebrity Apprentice Australia

Picture this, your brand or product being talked about and engaged with by some of Australia’s most notable celebrities across a full 60 minute episode of a proven primetime television format. Too good to be true? It’s all possible with Celebrity Apprentice Australia.

To find out what your brand can achieve with a Celebrity Apprentice Australia partnership, request a tailored response to help realise your marketing objectives.

Explore how Koala worked with Powered by Nine to connect their brand message with millions of potential customers across a full 60 minute episode of Celebrity Apprentice Australia in 2021.


Marketing Task

The Celebrity Teams must create an exciting new marketing campaign for a brand. The team which conveys the product messaging/features the best, wins!


Food-Related Task

The Celebrity Teams must create or manufacture a unique food product or participate in a food challenge. The Team that sells the most wins!


Selling Task

The Celebrity Teams must create an exciting Sales experience within a retail store or outdoor venue. The team which sells the most items within a timeframe wins!


Experience Task

The Celebrity Teams must complete a cooking Task where they prepare meals for a big event or experience, supplied with your brands fresh produce and/or your clients' products.


Education Task

The Celebrity Teams must compete in a learning-based Task getting to know an area of expertise. The celebrities must then present a showcase back to the board on the topic.


Activation Task

The Celebrity Teams must complete the Task of delivering the most online orders across Sydney following the process and requirements based on how a brand package and deliver their goods, talking to their relevant comms pillars.

Celebrity Apprentice Australia is produced by Warner Bros. International Television Production Australia for the 9Network, based on the format created by Mark Burnett and distributed by MGM. ​

To find out more about what your brand can achieve with a Celebrity Apprentice Australia partnership, request a tailored response to help realise your marketing objectives.

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Expanding Nine’s people-based marketing offering – Nine to offer Audience Match integrated with Salesforce

Last year Nine announced a market-leading partnership with Adobe called Audience Match. Nine plans to integrate this product with Salesforce, writes Nick Young, Nine’s Director of Sales – Digital and Publishing.

At last year’s Nine Upfront we announced a major step into empowering people-based marketing across our digital properties.

Nine announced a new partnership which allows marketers and brands to unlock Nine’s ecosystem of more than 11 million signed-in users on 9Now.

Today Nine can announce that in an Australian first, its Audience Match product will integrate with Salesforce. 

By early 2022 we will integrate with Salesforce, giving clients the ability to match and activate their customer data to our 14 million signed-in users and put the power of people-based marketing to work across Nine’s digital ecosystem, including the market-leading 9Now BVOD service.

It will enable advertisers using any Salesforce Cloud with Salesforce CDP and the Salesforce Nine App to match their first-party consumer audiences against our ecosystem of signed-in users, including the ability to target them on the largest screen in the house – the connected television.

The partnership builds on Nine’s market-leading onboarding capabilities activated over the last 12 months, which have involved significant deals with key players such as Adobe and also LiveRamp, and ensures that regardless of the marketing technology provider a brand uses, it can utilise Nine’s Audience Match solution to onboard audiences to Nine.

We’ll have more to say on this in the coming months, but for the moment we are excited that regardless of what platform a brand is on in 2022, we’ll be able to help them with a seamless, safe and privacy-compliant solution allowing them to activate their audiences across all of Nine’s digital properties.

Identity-based targeting opportunities that tap into the Martech already embedded in your businesses: it doesn’t get better than that. 

Nick Young is Nine’s Director of Sales – Digital and Publishing