Roll the Dice on Creativity

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Are you ready to Roll the Dice on Creativity in 2022?

To celebrate the return of Australia’s richest creativity award, State of Originality, Powered by Nine in partnership with Mumbrella Bespoke and the AANA - Australian Association of National Advertisers are excited to bring you a new series dedicated to understanding what it takes to make great advertising, with advice and examples from a veritable C-suite of Australia’s marketers and creative masterminds.

Over the coming weeks, episodes will cover everything from Strategy, Originality, Simplicity, Emotion, Branding and Execution. Does one element lead, are there shortcuts, or do you just need to land all six to achieve creative success?

Find out as we roll the dice on creativity.

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EP1: Strategy

WITH CHRIS BROWN, CHIEF MARKETING OFFICER, MCDONALD'S

Roll the Dice on Creativity is a brand new series from Powered by Nine, Mumbrella and the AANA. In the very first episode, Nine’s Michele O’Neill is joined by McDonald’s Australia CMO and State of Originality 2021 winner Chris Brown to discuss all things strategy.

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EP2: Emotion

WITH JO BOUNDY, CHIEF MARKETING OFFICER, QANTAS

The second episode of Powered by Nine’s Roll the Dice on Creativity is live, featuring Qantas’ CMO extraordinaire Jo Boundy. Jo shares her thoughts on emotion in advertising, including how the business pivoted its creative approach throughout the pandemic.

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EP3: Simplicity

WITH JUSTIN GRAHAM, GROUP CEO, M&C SAATCHI

In the third episode of Roll the Dice on Creativity, M&C Saatchi’s Justin Graham shares how difficult simplicity can be to achieve - and why it’s so vital that we do.

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EP4: Originality

WITH PIA CHAUDHURI, EXECUTIVE CREATIVE DIRECTOR, BMF

In this episode, BMF Australia executive creative director Pia Chaudhuri gets honest about Australia’s appetite for originality.

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EP5: Branding

WITH SUZANA RISTEVSKI, EXECUTIVE GROUP MARKETING CMO, NAB

In this episode, NAB’s Suzana Ristevski sits down to discuss taglines, standing out from the crowd, and the importance of long-term brand recognition.

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EP6: Execution

WITH TOM MARTIN AND JULIAN SCHREIBER, PARTNERS & CHIEF CREATIVE OFFICERS, SPECIAL AUSTRALIA

In the final episode of Roll the Dice on Creativity, a brand-new series from Powered by Nine, Mumbrella and the AANA, Special Group Australia’s chief creative officers and partners, Tom Martin and Julian Schreiber explain the importance of execution to the creative outcome.

NRL on Nine

NRL-Header
NRL_ShieldOnly

KICK OFF 2022
WITH NRL ON NINE

Rugby League returns for its 31st year on Nine in 2022. More >

Another blockbuster season awaits fans of the toughest football competition in the world. From the drama, passion, twists and turns, to the heroes and the villains - the NRL on Nine is pure entertainment.

It's the focal point of conversation week after week. It's discussed on radio. It's dissected in print. And, it's available for fans to watch and stream every game, across Channel 9 and 9Now. With supplementary streams for feature matches plus blogs, highlights and social takeovers all available through the Wide World of Sports digital and social channels.

You can't get better than this.

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

CHECK OUT WHAT'S
IN STORE THIS SEASON

The NRL is a platform that provides brand partners with the opportunity to be top of mind and leverage the code in a number of innovative ways, with fans actively engaged for 30 weeks of the year. With Thursday, Friday, Saturday and Sunday broadcast opportunities, alongside three blockbuster State of Origin games, before the season showdown: the NRL finals series. 

Reaching +11 million
Aussies in 2021

TV+Digital_Logo

On average watched the NRL each week

Grand Final viewers Channel 9 & 9Now

Grand Final Live BVOD Audience on 9Now

Source: OzTAM Live VPM, NRL GRAND FINAL DAY -MATCH, 03/10/2021, includes co-viewing on connected TV devices.​ OzTam Metro & Regional Data, 5 City Metro & Combined Agg Markets, Nine Network, Total People, NRL Grand Final, Match Only, 03/10/2021, Average Audience, Overnight​.

Captivating Regional Australians
with all the action in 2021

winnetworklogo_3d

Regional viewers reached in 2021 Total People

Regional viewers reached in 2021 People 25-54

of Live Minutes viewed on 9Now across the 2021 season
from Regional Australia

Source: Regional TAM (CAM, CAM excl TAS/WA, NNSW/SNSW & QLD), 2021 v 2020, “RUGBY LEAGUE FINAL SERIES” & “NRL GRAND FINAL DAY” match only (Nine Network Content Affiliates), TP/25-54/16-39/GS+CH, AUD, consolidated 7 data. Regional TAM (CAM, CAM excl TAS/WA, NNSW/SNSW & QLD), 2021, “NRL LIVE” “RUGBY LEAGUE FINAL SERIES” & “NRL GRAND FINAL DAY” match only (Nine Network Content Affiliates), TP/25-54/16-39/GS+CH, Reach & Reach %, consolidated 7 data. 9Now source: Oztam Live VPM VPM, NRL matches only, 18/03/2021 – 03/10/2021 v 13/3/20-25/10/20, includes co-viewing on connected TV devices, Metric: Minutes.​

AUSTRALIA'S MOST TALKED ABOUT SERIES IN SPORT RETURNS IN 2022

The State of Origin needs no introduction. It's the most talked about series in Australian sport and will be back again in 2022, this time travelling from Sydney to Perth and back for Game 3 in Brisbane.

Australians reached
2021 State of Origin series

Source: OzTAM Metro + Regional Data, Cumulative Reach, 09/06/2021 – 14/07/2021, Network 9 & Nine Network Content Affiliates, program starts with “State of Origin”, Consolidated 7 data.

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THE PINNACLE OF WOMENS RUGBY LEAGUE RIGHT HERE ON NINE 

Imagine a sport where every single player is breaking new ground every single match. Be inspired by a group of extraordinary women who are changing the history of sport.

The game's best female players band together for one final showdown at the Ampol Women's State of Origin in 2022. Exclusive to Nine.

Australians reached
2021 Womens State of Origin series

Source: OzTam Metro & Regional Data, 13/11/2020 & 25/06/2021, Nine Network & Nine Network Content Affiliates, Various Demos, contains "Women's State of Origin", Reach, Consolidated 7.

THE BEST NRL COVERAGE, EVERY WEEK
BROADCASTING AUSTRALIA'S BIGGEST GAMES IN FOOTY

With 30 weeks of continuous content, spread across key competitions and underpinned by Nine's 24/7 conversation, NRL on Nine provides opportunities to create bespoke campaigns around calendar moments such as Mother's Day, Father's Day and ANZAC Day​. Weekly news and magazine shows support and drive the stories providing opportunities for your brand to always be part of the conversation​.

FEBRUARY 12
SINGLE MATCH

NRL_AS_M_LOGO_PRI_STA_RGB_NEG

FEBRUARY 27
TO MARCH 26

NRLW

MARCH 10
TO OCTOBER 2

Men's NRL

JUNE 8
TO JULY 13

NRL_SOO_M_LOGO_01_STA_WHT_RGB_NEG

JUNE 24
SINGLE MATCH

NRL_SOO_W_LOGO_01_STA_WHT_RGB_NEG@2x

AUGUST 20
TO OCTOBER 2

NRLW

SEPTEMBER 23
TO OCTOBER 2

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NINE IS THE UNDISPUTED HOME FOR THE NRL FAN

Sports marketing is a powerful tool that many brands have leveraged to deliver real success. Best of all, it’s a genre that works across virtually every industry. Why does it have such power? Because it has the ability to connect brands with fans.

And Nine's unrivalled cross-media NRL offering does just that. It connects with millions of Aussie fans, year after year. Footy fans who are passionate, highly engaged, have money to spend and who immerse themselves in premium footy content week after week across the full NRL season.

NRL_FAN
TV & 9Now

BROADCASTING 360+ HOURS OF LIVE NRL MATCHES

Total TV

We offer not just the linear experience on Channel 9 but also Australia's leading on-demand and streaming platform 9Now, creating new ways for brands to tell their story.

Mics

AIRING 750+ HOURS OF
NRL RADIO CONTENT

Radio

We are a direct line to the footy fans of the nation, serving up the biggest and best footy Australia has to offer, with world-class analysis of all the action on and off the field.

Publishing

PUBLISHED 66,000+
NRL ARTICLES

Publishing

We are first with the agenda-setting stories. But we don't just tell our readers what happened, we tell them how and why it happened. It’s that unique insight that sets us apart.

Digital

PRODUCING 2000+ HOURS
OF NRL DIGITAL CONTENT

Digital

Our fully integrated digital offering continues to keep our audiences in the loop across the NRL season with premium content. From bite sized digital magazine shows on WWOS to highlights and expert editorial opinion.

Source: OzTAM Metro + Regional Data, Total People, Cumulative Reach, NRL 2021 Season, 'NRL Live,' 'Rugby League Final Series,'& 'NRL Grand Final Day –Match,' Consolidated 7 Data.​ GfK Radio Ratings, SMBP Survey 6 2021, Mon-Sun 5.30am-12MN, Cume (000s), Nine Talk Radio – 2GB, 3AW, 4BC, 6PR; Nielsen Consumer and Media View National Online Survey S03 2021. Fused April 2021; Roy Morgan Asteroid single source database for the 12 months ending June 2021.​

9Powered_Logo_White

The reigning premier
of creativity and results

Big ideas make brands famous.
As does the power of premium sporting content.

And with the help of Powered by Nine, we have a big idea for every budget, underpinned by Australia’s best NRL content spanning television, digital, print and radio. From the main game to the experts and the entertainers, we provide brands with an unrivalled platform to tell their story.

01
02
03
04

Let's take a closer look at how brands have effectively utilised the power of the NRL in 2021

NRL_DOORDASH

DOORDASH LEVERAGED THE POWER OF AN NRL FINALS SPONSORSHIP TO DELIVER HIGH IMPACT MARKETING MOMENTS

Challenge: DoorDash had a goal to position themselves as NRL's only 'On Demand Delivery Partner' and to set a point of difference against their competitors.

Solution: By leveraging Nine's exclusive coverage of every Finals Match, DoorDash creatively showcased their service as the ultimate on-demand delivery partner for any need.

Execution: Through Nine's exclusive Finals Match coverage, DoorDash incorporated augmented reality ball delivery and a situational content series using Nine talent.

Top of Mind Awareness

Consideration

of new users acquired
NRL Grand Final 2021

Source: Gemba NRL Interim Report 2021

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

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Nine’s End of Year Ratings 2021

EOY_TextHeader

 

The 9Network has retained its coveted status as Australia's No.1 Network with all key demographics

With the conclusion of the 2021 ratings survey period (ex. Olympics) overnight, the 9Network ranks No. 1 with People 25-54, 16-39 and Grocery Shopper + Child.

Nine’s primary channel is also Australia’s No. 1 with all key demographics, as well as with Total People across the ratings survey period (ex. Olympics).

Across the calendar year (ex. Olympics), the 9Network and Nine’s primary channel rank No. 1 with those key demographics. And Nine’s primary channel also ranks No. 1 with Total People across the calendar year (ex. Olympics).

As BVOD becomes an increasingly integral part of Nine’s business, we can report today that 9Now is Australia’s No. 1 commercial BVOD service.

9Now leads in share across Live, VOD and combined. In calendar year 2021 (ex. Olympics), 9Now currently has a share of 46.4% across Live + VOD, while the platform also leads in Live share (49.2%) and VOD share (44.7%) share.

The biggest moments of Australian TV
start right here on Nine

200722_Nine_Executives_Michael_Healy_0736

Michael Healy, Nine’s Director of Television, said: “I couldn’t be prouder of the achievements of the Nine team in delivering a slate that has reaffirmed our leadership position across both linear and digital. Once again, our shows have dominated the key demographics as well as the national conversation throughout the year. Channel 9 is also the number one channel in Total People (ex. Olympics). We’re extremely proud of our shows and have worked with our production partners to deliver content that has engaged, informed and entertained us throughout another challenging year.”

200722_Nine_Executives_Michael_Stephenson_0054

Michael Stephenson, Nine’s Chief Sales Officer, said: “Nine is number one again in the thing that matters most - the demographics that advertisers buy. When you remove the Olympics, Nine is number one in 25-54s, 16-39s, and grocery shoppers with children. We have had a strategy which is focused on delivering the audiences that our clients buy. That is what we have done again this year and what we will do again in 2022.”

Linear Television – Network commercial shares
6pm to midnight - 2021 survey year (ex. Olympics)

18:00-MN
Network

Network

Network
25-54 37.9% 33.8% 28.3%
16-39 36.3% 33.7% 30.0%
GS + CH 39.2% 34.5% 26.3%
Total People 38.0% 38.2% 23.8%

 

Source: OzTAM Metro 5 City, Ratings Survey 7 February – 27 November 2021, excluding Easter 28/3/2021 – 10/4/2021 and Olympics 23/7/2021 – 8/8/2021, 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28

Linear Television – Primary channel commercial shares
6pm to midnight - 2021 survey year (ex. Olympics)

18:00-MN
25-54 27.4% 23.5% 18.5%
16-39 27.2% 23.6% 19.8%
GS + CH 29.4% 24.8% 17.2%
Total People 27.2% 26.2% 14.9%

 

Source: OzTAM Metro 5 City, Ratings Survey 7 February – 27 November 2021, excluding Easter 28/3/2021 – 10/4/2021 and Olympics 23/7/2021 – 8/8/2021, 18:00 – 23:59, Nine Primary, Seven Primary, 10 Primary, Key Demos + Total People, Primary Commercial Share, Consolidated 28

Broadcast Video on Demand commercial shares
2021 survey year (ex. Olympics)

LIVE + VOD
25-54 47.7% 37.7% 14.5%
18-39 48.2% 37.3% 14.5%
Total People 46.4% 38.3% 15.3%

Source: OzTAM Live + VOD VPM, 7 February 2021 – 27 November 2021, excluding 28/3/2021 – 10/4/2021 & 23/7/2021 – 8/8/2021. Metric: Minutes, duration 0+, includes coviewing on Connected TV

Linear Television – Network commercial shares
6am to midnight - 2021 survey year (ex. Olympics)

18:00-MN
Network

Network

Network
25-54 37.5% 33.5% 29.0%
16-39 35.8% 33.7% 30.5%
GS + CH 38.8% 34.1% 27.2%
Total People 37.8% 37.9% 24.3%

 

Source: OzTAM Metro 5 City, January 2021 – 27 November 2021, excluding Olympics 23/7/2021 – 8/8/2021, 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28

Linear Television – Primary channel commercial shares
6pm to midnight - 2021 calendar year (ex. Olympics)

18:00-MN
25-54 26.8% 23.3% 18.9%
16-39 26.5% 23.6% 20.0%
GS + CH 28.8% 24.5% 17.9%
Total People 26.9% 25.9% 15.2%

 

Source: OzTAM Metro 5 City, January 2021 – 27 November 2021, excluding Olympics 23/7/2021 – 8/8/2021, 18:00 – 23:59, Nine Primary, Seven Primary, 10 Primary, Key Demos + Total People, Primary Commercial Share, Consolidated 28

Broadcast Video on Demand commercial shares
2021 calendar year (ex. Olympics)

25-54 47.8% 37.3% 14.9%
18-39 48.2% 36.9% 14.9%
Total People 46.4% 37.8% 15.7%

 

Source: Source: OzTAM Live + VOD VPM, 1 January 2021 – 27 November 2021, excluding Olympics 23/7/2021 – 8/8/2021. Metric: Minutes, duration 0+, includes coviewing on Connected TV

Linear Television - Free-to-air network shares
6pm to midnight - 2021 survey year (ex. Olympics)

 

18:00-MN Network Network Network
Network
Network
Ppl 25-54 30.7% 27.4% 22.9% 12.3% 6.8%
Ppl 16-39 29.8% 27.6% 24.6% 11.9% 6.2%
GS + Child 31.6% 27.8% 21.2% 13.0% 6.6%
Total Ind. 28.3% 28.5% 17.8% 16.9% 8.4%

Source: OzTAM Metro 5 City, Ratings Survey 7 February – 27 November 2021, excluding Easter 28/3/2021 – 10/4/2021 and Olympics 23/7/2021 – 8/8/2021, 18:00 – 23:59, Network Nine, Network Seven, Network 10, ABC Network, SBS Network, Key Demos + Total People, FTA Share, Consolidated 28

Linear Television - Free-to-air primary channel shares
6pm to midnight - 2021 survey year (ex. Olympics)

18:00-MN
Ppl 25-54 22.2% 19.0% 14.9% 7.0% 3.3%
Ppl 16-39 22.3% 19.3% 16.2% 6.3% 2.8%
GS + Child 23.7% 20.0% 13.8% 6.7% 3.4%
Total Ind. 20.3% 19.6% 11.1% 11.9% 5.1%

Source: OzTAM Metro 5 City, Ratings Survey 7 February – 27 November 2021, excluding Easter 28/3/2021 – 10/4/2021 and Olympics 23/7/2021 – 8/8/2021, 18:00 – 23:59, Nine Primary, Seven Primary, 10 Primary, ABC Primary, SBS Primary, Key Demos + Total People, FTA Share, Consolidated 28

Linear Television - Free-to-air network shares
6pm to midnight - 2021 calendar year (ex. Olympics)

18:00-MN Network Network Network
Network
Network
Ppl 25-54 30.3% 27.1% 23.4% 12.4% 7.0%
Ppl 16-39 29.2% 27.5% 24.9% 12.1% 6.3%
GS + Child 31.1% 27.3% 21.8% 13.2% 6.6%
Total Ind. 28.1% 28.1% 18.1% 17.1% 8.6%

Source: OzTAM Metro 5 City, January 2021 – 27 November 2021, excluding Olympics 23/7/2021 – 8/8/2021, 18:00 – 23:59, Network Nine, Network Seven, Network 10, ABC Network, SBS Network, Key Demos + Total People, FTA Share, Consolidated 28

Linear Television - Free free-to-air primary channel
shares
6pm to midnight - 2021 calendar year (ex. Olympics)

18:00-MN
Ppl 25-54 21.6% 18.8% 15.2% 7.0% 3.3%
Ppl 16-39 21.7% 19.2% 16.3% 6.3% 2.8%
GS + Child 23.1% 19.6% 14.3% 6.7% 3.3%
Total Ind. 20.0% 19.3% 11.3% 11.9% 5.2%

Source: OzTAM Metro 5 City, January 2021 – 27 November 2021, excluding Olympics 23/7/2021 – 8/8/2021, 18:00 – 23:59, Nine Primary, Seven Primary, 10 Primary, ABC primary, SBS Primary, Key Demos + Total People, FTA Share, Consolidated 28

Linear Television – Network commercial shares
6am to midnight - 2021 survey year (ex. Olympics)

06:00-MN
Network

Network

Network
25-54 39.3% 34.3% 26.4%
16-39 38.1% 33.7% 28.2%
GS + CH 40.9% 34.8% 24.3%
Total People 38.7% 38.3% 23.0%

 

Source: OzTAM Metro 5 City, Ratings Survey 7 February – 27 November 2021, excluding Easter 28/3/2021 – 10/4/2021 and Olympics 23/7/2021 – 8/8/2021, 06:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28

Linear Television – Primary channel commercial shares
6am to midnight - 2021 survey year (ex. Olympics)

06:00-MN
25-54 28.5% 25.1% 16.4%
16-39 28.1% 24.4% 17.4%
GS + CH 31.1% 26.4% 15.2%
Total People 27.7% 28.2% 13.8%

 

Source: OzTAM Metro 5 City, Ratings Survey 7 February – 27 November 2021, excluding Easter 28/3/2021 – 10/4/2021 and Olympics 23/7/2021 – 8/8/2021, 06:00 – 23:59, Nine Primary, Seven Primary, 10 Primary, Key Demos + Total People, Primary Commercial Share, Consolidated 28

Linear Television – Network commercial shares
6am to midnight - 2021 calendar year (ex. Olympics)

06:00-MN
Network

Network

Network
25-54 38.7% 34.6% 26.8%
16-39 37.3% 34.4% 28.3%
GS + CH 40.2% 34.8% 25.0%
Total People 38.4% 38.4% 23.3%

 

Source: OzTAM Metro 5 City, January 2021 – 27 November 2021, excluding Olympics 23/7/2021 – 8/8/2021, 06:00 – 23:59, Network Nine, Network 7, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28

Linear Television – Primary channel commercial shares
6am to midnight - 2021 calendar year (ex. Olympics)

06:00-MN
25-54 27.7% 25.3% 16.6%
16-39 27.2% 25.0% 17.4%
GS + CH 30.3% 26.5% 15.7%
Total People 27.2% 28.4% 13.9%

 

Source: OzTAM Metro 5 City, January 2021 – 27 November 2021, excluding Olympics 23/7/2021 – 8/8/2021, 06:00 – 23:59, Nine Primary, Seven Primary, 10 Primary, Key Demos + Total People, Primary Commercial Share, Consolidated 28

Nine has the biggest shows in Australia 

No.1 new reality television series – Beauty and the Geek

No.2 new reality television series – Celebrity Apprentice Australia

No.1 reality television special – Married at First Sight -Grand Reunion

No.2 reality television series – Married at First Sight

No. 2 regular non-sports series – Married at First Sight

No.3 reality television series – The Block

No.1 light entertainment series – Lego Masters

No.3 light entertainment series – Travel Guides

No.2 new light entertainment series – Parental Guidance

No.1 health & medical documentary series – Paramedics

No.1 current affairs program – A Current Affair

No.1 weekly commercial free-to-air current affairs program – 60 Minutes

No.2 regular sports event – NRL Grand Final

No.3-5 regular sports event – State of Origin I, II, III

No.1 summer sports event – Australian Open Men’s Final

TOP REGULAR SPORT EVENTS: OzTAM Metro (5 City Metro) & Regional TAM Regional (Combined Agg Mkts), 01/01/21- 23/11/21, FTA primary & multi channels + affils, AUD (ranked on Metro + Regional), Genre: Sports/Special Sports Event/Other Sports Event, excludes "TOKYO 2020"/PRESENTATION/ON THE GROUND/PRE MATCH/POST MATCH/ENTERTAINMENT/TEA/MOUNTING YEAR/PRE GAME/POST GAME/ENCORE/RPT/(R), Total People, consolidated 28 data (as at 24/11/21)
REALITY TELEVISION SERIES: OzTAM Metro (5 City Metro) & Regional TAM Regional (Combined Aggregate Markets), 01/01/21-23/11/21 consolidated 28 data (at 24/11/21), Genre: Reality Television, Programs grouped based on primary description- excludes: encore/rpt/r/masterclass/M-, Total Individuals, FTA Primary & Multi Channels, AUD (ranked on Metro + Regional)
LIGHT ENTERTAINMENT SERIES: OzTAM Metro (5 City Metro) & Regional TAM Regional (Combined Aggregate Markets), 01/01/21-23/11/21 consolidated 28 data (at 24/11/21) Genre: Light Entertainment, Programs grouped based on primary description- excludes: encore/rpt/r/celebrity special/record breakers/masterclass/kids special/road to glory/M-, Total Individuals, FTA Primary & Multi Channels, AUD (ranked on Metro + Regional)
MEDICAL DOCUMENTARY: OzTAM Metro (5 City Metro) & Regional TAM Regional (Combined Aggregate Markets), 01/01/21-23/11/21 consolidated 28 data (at 24/11/21), Genre: Documentary/Health & Medical, Programs grouped on name- excludes: encore/rpt/r, Total Individuals, FTA Primary & Multi Channels, AUD (ranked on Metro + Regional)
NEWS : OzTAM Metro (5 City Metro) & Regional TAM Regional (Combined Aggregate Markets), 01/01/21-23/11/21 consolidated 28 data (at 24/11/21), Genre: News/Current Affairs, Programs grouped on name- excludes: encore/rpt/r, Total Individuals, FTA Primary & Multi Channels, AUD (ranked on Metro + Regional)
OVERALL NON SPORT PROGRAM: OzTAM Metro (5 City Metro) & Regional TAM Regional (Combined Aggregate Markets), 01/01/21-23/11/21 consolidated 28 data (at 24/11/21), excludes Genre: Sports Event/Special Sports Event/Other Sports, Programs grouped on name- excludes: encore/rpt/r/M-/Holey Moley Australia -Celebrity Special & Kids Special & Road to Glory/ANW -Record Breakers/Masterchef Australia -Masterclass/Love Island Australia Afterparty/Saving Candice-Late/60 Minutes-Late, Total Individuals, FTA Primary & Multi Channels, AUD (ranked on Metro + Regional), event count 1+

MAFS
2.110 MILLION
TOTAL AUDIENCE
1,347,000
Broadcast Overnight
158,000
Time Shift to 28
163,000
Broadcast Encore
442,000
BVOD Audience (Con28)
LegoMasters
1.661 MILLION
TOTAL AUDIENCE
1,074,000
Broadcast Overnight
266,000
Time Shift to 28
156,000
BVOD Audience (Con28)
165,000
BVOD Audience (Con28)
ANW
1.249 MILLION
TOTAL AUDIENCE
942,000
Broadcast Overnight
103,000
Time Shift to 28
122,000
Broadcast Encore
82,000
BVOD Audience (Con28)
UnderInvestigation
1.236 MILLION
TOTAL AUDIENCE
661,000
Broadcast Overnight
79,000
Broadcast Time Shift
431,000
Broadcast Encore
65,000
BVOD Audience (Con28)
Celebrity_Apprentice
1.126 MILLION
TOTAL AUDIENCE
795,000
Broadcast Overnight
81,000
Time Shift to 28
120,000
Broadcast Encore
130,000
BVOD Audience (Con28)
_BeautyAndTheGeek21
1.255 MILLION
TOTAL AUDIENCE
824,000
Broadcast Overnight
112,000
Time Shift to 28
125,000
Broadcast Encore
194,000
BVOD Audience (Con28)
TheBlock_9Now_NextGen_Legacy Art
1.678 MILLION
TOTAL AUDIENCE
1,222,000
Broadcast Overnight
100,000
Time Shift to 28
143,000
Broadcast Encore
213,000
BVOD Audience (Con28)
Parental-Guidance-Title
1.088 MILLION
TOTAL AUDIENCE
748,000
Broadcast Overnight
86,000
Time Shift to 28
101,000
Broadcast Encore
153,000
BVOD Audience (Con28)
TravelGuide2021_Media_Room_Tiles_1920x1080
1.259 MILLION
TOTAL AUDIENCE
852,000
Broadcast Overnight
148,000
Time Shift to 28
147,000
Broadcast Encore
112,000
BVOD Audience (Con28)
paramedicss3
815,000
TOTAL AUDIENCE
669,000
Broadcast Overnight
92,000
Time Shift to 28
54,000
BVOD Audience (Con28)
EMER_CTV Screens Template_Legacy Art
536,000
TOTAL AUDIENCE
420,000
Broadcast Overnight
78,000
Time Shift to 28
38,000
BVOD Audience (Con28)
Weakest_Link_EF
597,000
TOTAL AUDIENCE
434,000
Broadcast Overnight
45,000
Time Shift to 28
94,000
Broadcast Encore
24,000
BVOD Audience (Con28)
TheHundred_EF
848,000
TOTAL AUDIENCE
605,000
Broadcast Overnight
48,000
Time Shift to 28
140,000
Broadcast Encore
55,000
BVOD Audience (Con28)
Hotseat_EF
626,000
TOTAL AUDIENCE
615,000
Broadcast Overnight
2,000
Time Shift to 28
9,000
BVOD Audience (Con28)
9Now_AO_MensFinals_CTV_Screens_Template_NOVAK_MEDVEDE_Standard Card
1.638 MILLION
TOTAL AUDIENCE
Mens Final
1,547,000
Broadcast Overnight
3,000
Time Shift to 28
88,000
BVOD Audience (Con28)
StateOfOrigin_G1_21_9Now_NextGenStandard Card
3.021 MILLION
TOTAL AUDIENCE
Game One
2,713,000
Broadcast Overnight
28,000
Time Shift to 28
280,000
BVOD Audience (Con28)
NRL2021_EF_NRL GrandFinale ID copy
3.609 MILLION
TOTAL AUDIENCE
3,240,000
Broadcast Overnight
6,000
Time Shift to 28
363,000
BVOD Audience (Con28)

 

Nine is home to Australia's best news & current affairs

9NEWS_Loop_00000
1.250 MILLION
TOTAL AUDIENCE
1,223,000
Broadcast Overnight
1,000
Time Shift to 28
26,000
BVOD Audience (Con28)
ACA20_MEDIA_ROOM_TILES_1920x1080
1.010 MILLION
TOTAL AUDIENCE
977,000
Broadcast Overnight
10,000
Time Shift to 28
23,000
BVOD Audience (Con28)
Today21_MediaRoomTiles_1920x1080
339,100
TOTAL AUDIENCE
325,000
Broadcast Overnight
100
Time Shift to 28
14,000
BVOD Audience (Con28)
TOSHExtra2020_MediaRTile_1920x1080_Sylvia_David
186,200
TOTAL AUDIENCE
178,000
Broadcast Overnight
200
Time Shift to 28
8,000
BVOD Audience (Con28)
60MINS_2021_CTV_Template_ShortHair_Standard Card
897,000
TOTAL AUDIENCE
786,000
Broadcast Overnight
64,000
Time Shift to 28
47,000
BVOD Audience (Con28)

Source: OzTam Metro + Regional Data, Total People, Overnight + Timeshift to 28 for First Run Episodes, Consolidated 28 for Encore Episodes, 'Married at First Sight,' 22/02/21-18/04/21, 'Lego Masters,' 19/04/21-17/05/21, 'Australian Ninja Warrior,' 20/06/21-06/07/21, 'The Block,' 08/08/21-07/11/21, 'Parental Guidance,' 01/11/21-16/11/21, 'Beauty & The Geek,' 11/07/21-03/08/21, 'Celebrity Apprentice Australia,' 23/05/21-15/06/21, 'Under Investigation,' 01/03/21-27/09/21, 'Travel Guides -Special,' 26/01/21-03/02/21, 'Paramedics,' 06/10/21-21/10/21 excludes “rpts”, 'Emergency,' 11/03/21-17/11/21 excludes “rpts”, 'The Weakest Link,' 25/05/21-05/10/21, 'The Hundred with Andy Lee,' 10/08/21-28/09/21, 'Hot Seat,' 01/01/21-24/11/21, '2021 Australian Open D14 -Men's Final,' 21/02/21, 'State of Origin Rugby League QLD v NSW 1st -Match,' 09/06/21, 'NRL Grand Final Day -Match,' 03/10/21, 'Nine News Hours,' = 'Nine News,' 'Nine News 6:30,' 'Nine News Saturday,' 'Nine News Sunday,' 01/01/21-24/11/21,' A Current Affair,' 01/01/21-24/11/21, 'Today,' 01/01/21-24/11/21, 'Today Extra,' 01/01/21-24/11/21, '60 Minutes,' + '60 Minutes -Summer,' 03/01/21-21/11/21.

BVOD: OzTAM Live + VOD VPM, Con28, Married at First Sight (22/2/21 – 18-4/21), Lego Masters (19/4/21 – 17/5/21), Australian Ninja Warrior (20/6/21 – 6/7/21), Under Investigation (1/3/21 – 5/4/21 & 23/8/21 – 27/9/21), Celebrity Apprentice (23/5/21 – 15/6/21), Beauty and the Geek (11/7/21 – 3/8/21), The Block (8/8/21 – 7/11/21), Parental Guidance (1/11/21 – 16/11/21), Travel Guides Special (26/1/21 – 3/2/21), Paramedics (11/8/21 – 21/10/21), Emergency (24/5/21 – 21/6/21), The Weakest Link (25/5/21 – 27/7/21), The Hundred (10/8/21 – 28/9/21), 60 Minutes (31/1/21 – 21/11/21, includes coviewing on connected tv devices); OzTAM Live VPM, Con28, Millionaire Hot Seat (1/1/21 – 23/11/21), AO Men’s Final (21/2/21), Game 1 State of Origin (9/6/21), NRL Grand Final (3/10/21), 9News (1/1/21 – 23/11/21), A Current Affair (1/1/21 – 23/11/21), Today (1/1/21 – 23/11/21), Today Extra (18/1/21 – 23/11/21), includes coviewing on connected tv devices.

RANK PROGRAM CHANNEL COMBINED METRO REGIONAL
1 THE BLOCK -WINNER ANNOUNCED Nine+Affils 2,659,000 1,907,000 752,000
2 THE BLOCK -GRAND FINAL Nine+Affils 2,217,000 1,608,000 609,000
3 THE VOICE - GRAND FINAL WINNER ANNOUNCED Seven+Affils 2,139,000 1,463,000 676,000
4 THE VOICE - LAUNCH Seven+Affils 2,060,000 1,439,000 620,000
5 HEY HEY WE'RE 50 Seven+Affils 2,055,000 1,355,000 699,000
6 THE VOICE - GRAND FINAL Seven+Affils 2,011,000 1,371,000 640,000
7 MARRIED AT FIRST SIGHT -FINALE Nine+Affils 1,945,000 1,490,000 455,000
8 OPRAH WITH MEGHAN & HARRY 10+Affils 1,941,000 1,496,000 445,000
9 THE VOICE - SUN Seven+Affils 1,876,000 1,291,000 585,000
10 THE VOICE - TUE Seven+Affils 1,862,000 1,281,000 581,000
11 THE VOICE - MON Seven+Affils 1,798,000 1,230,000 569,000
12 HOLEY MOLEY AUSTRALIA - LAUNCH Seven+Affils 1,673,000 1,102,000 570,000
13 MARRIED AT FIRST SIGHT -THE FINAL DINNER PARTY Nine+Affils 1,657,000 1,263,000 393,000
14 LEGO MASTERS -WINNER ANNOUNCED Nine+Affils 1,582,000 1,176,000 406,000
15 MARRIED AT FIRST SIGHT -SUN Nine+Affils 1,525,000 1,167,000 358,000
16 FARMER WANTS A WIFE - FINALE Seven+Affils 1,518,000 932,000 586,000
17 MARRIED AT FIRST SIGHT -MON Nine+Affils 1,496,000 1,139,000 357,000
18 MARRIED AT FIRST SIGHT -WED Nine+Affils 1,486,000 1,130,000 356,000
19 I'M A CELEBRITY...GET ME OUT OF HERE! - OPENING NIGHT 10+Affils 1,479,000 1,106,000 374,000
20 FARMER WANTS A WIFE - REUNION Seven+Affils 1,476,000 909,000 568,000

TOP NON-SPORT (ENTERTAINMENT) PROGRAMS: OzTAM Metro (5 City Metro) & Regional TAM Regional (Combined Agg Mkts), 01/01/21- 23/11/21, FTA primary & multi channels + affils, AUD (ranked on Met+Reg), Excludes Genre: Sports/Special Sports Event/Other Sports Event, excl "ENCORE" "RPT" "(R)" "SEVEN NEWS -SUN" "SEVEN NEWS" "SEVEN NEWS AT 6.30", Total People, consolidated 28 data (as at 24/11/21)

For more information

Nic Christensen
Head of Corporate Affairs
nchristensen@nine.com.au

Terry Stuart
Communications Manager
tstuart@nine.com.au

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

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Meet the AFR Magazine’s Editor, Matt Drummond

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The Australian Financial Review is the country’s most read premium business masthead, growing its readership to 3.5 million across print and digital, according to Total News readership figures released by Roy Morgan this week. The AFR Magazine’s editor, Matthew Drummond talks about the power of print and how the AFR is providing brands with a powerful proposition to reach the new generation of high net worth and influential readers.

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When The Australian Financial Review celebrated its 70th anniversary, it called on the AFR Magazine crew to produce a special magazine called “The Platinum 70th”. Adorning the cover for the magazine was one of the biggest scalps editor Matthew Drummond has so far collected: Apple CEO Tim Cook. Apple is at regular intervals the single most valuable company in the world. It’s also very much a tech company. What fascinated Drummond was how invested Cook became with being on the cover of the print product.

“People want to be on the cover of a magazine. The access to people you get, if you can say they’re going to be on a magazine cover, is really hard to beat,” Drummond said. “Even though they’re a tech company, they know that print means quality. Print has impact. It was a reminder of the power of print magazines to create cultural moments that people pay attention to.”

With arguably one the of the most envious gigs in journalism, Drummond came to the role of editor of  AFR Magazine, like so many before him, via an unusual route. Originally a lawyer, Drummond started off logically enough as a court reporter at a time when Richard Pratt was being tried for anti-competitive behaviour. Then came a stint in banking and finance before taking on the prize role of European correspondent for the Fin based in Paris. Upon his return he took up the reins of the AFR Weekend before settling into his current role as editor of AFR Magazine.

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All Killer, No Filler

Moving from a daily newsroom through a weekly newspaper to a monthly magazine represented not only a change of pace for Drummond, but an entirely different approach to his work.

“Because you’re working on a magazine that’s got very limited space, the strategy is always ‘all killer, no filler’. You have to say no to a lot of ideas before you hit a yes. Consequently, you’re not working towards a monthly deadline, you’re working three or four months out."

“You’re trying to think of what’s going to be the cover story in three months’ time. A newspaper reflects what’s going on that day, whereas a magazine must reflect a curated vision of the world and things that we've decided to put together for readers,” he says.

Rapturously Wrapped In Luxury

You need only take a walk down any high street in Australia’s CBDs and well-heeled suburbs to know the luxury sector is booming. Sydney’s Castlereagh Street, for instance, has queues snaking around corners outside of Hermes, Cartier, Tiffany’s and more as people patiently wait for their turn to be taken inside and parted from their hard-earned cash in exchange for the latest spectacular offerings. Matched only in their refinement by the eye-watering retail prices.

The lack of overseas travel has also been luxury’s gain, as a more generally positive outlook has loosened wallets, purses and pay pass codes as we emerge from two years of fear and uncertainty.

Drummond says AFR Magazine pioneered coverage of the luxury industry as a business in the same way any other business sector is covered. “It’s key to how the AFR Magazine works. We use the smarts inside the AFR newsroom to look at the business angles inside sectors that are more commonly seen from a lifestyle, arts or cultural perspective.”

In part, this approach grew out of the treatment of the restaurant industry as a business.  An understanding of what’s going on in restaurants is similar to looking at art galleries and how their business model is evolving.

“We started looking at the luxury sector as a business model that could be studied, and fashion as a business as well. And we’ve been doing that for decades,” Drummond said.

As luxury has experienced its own locked-down renaissance, there’s a newfound confidence and optimism in media around luxury as well. New titles are emerging, and on the back of luxury product advertising they are increasing the number of issues  per year.

“It seems that the shakeout that happened in print advertising when COVID hit the brakes on a lot of CMOs’ spends is well and truly over. There’s a new landscape with new players coming into the luxury magazine sector,” says Drummond.

But of all the magazines that work with luxury advertisers, the AFR Magazine was one of very few that kept to its advertising and publishing schedule. “We did not skip a single issue, which speaks to the strength of AFR Magazine in terms of its advertising, and also the fact that we see it as being not just an advertising play. It is a core part of the reader experience of the Financial Review.”

Multi-Platform

Subscribers Are Drivers

The overarching mantra of the past few decades has been print’s decline at the hands of digital. Perversely, digital is now informing what’s printed and driving its growth. Harnessing a digital-first strategy, AFR Magazine now finesses its content in the magazine around trends deduced from digital readership.

For instance, the November issue of AFR Magazine is now purely themed around the Young Rich List following the success, both in terms of subscriber interest and advertising, of the Rich List issue published in June.

“Focusing on digital readership is helping us better understand the value of lifestyle content. We’ve found that the more likely a subscriber habitually reads lifestyle content on www.afr.com, the less likely they churn. That’s the reason we increasingly push lifestyle content to our readers, through newsletters and in key spots on the homepage,” Drummond explains.

There’s an enormous opportunity for brands to reach a growing audience via the AFR, in both print and digital. In Nine’s full-year results, digital subscription revenue was more than $100 million. This was up 20 per cent year-on-year. All three mastheads (The Sydney Morning Herald, The AFR and The Age) grew very strongly, but the AFR grew at the fastest rate.

“We’re hitting new heights in our subscription base. Subscriptions for the AFR are consistently selling at a rate that’s 50 per cent higher than pre-pandemic. And it hasn’t come at the expense of print. We know from readership data that the print audience has remained steady, and for our premium magazine and weekly insert it’s growing,” says Drummond.

“One of the very happy consequences of our increased digital audience is that it’s lifting print. AFR Magazine, in print, has a readership of 452,000.* That’s up a whopping 80 per cent year-on-year. Our audience is now over four times larger than our nearest competitor. Life & Leisure’s readership has grown by a similar amount to 460,000**.

“This reflects our digital-first strategy. Digital-first has a surprising benefit – it can increase print. Almost everything in AFR Magazine and Life & Leisure is published on afr.com before the print titles are published, and each article promotes the on-sale date of the magazine or supplement. We use digital content from the magazine to market the printed magazine, thereby connecting the larger and growing digital subscriber base with our print products. The more people who subscribe to us digitally, the more people who look out for us in print – provided we have compelling content.

L&L_mocks
Growth in print readership has brought investment in new titles, including a new travel supplement within AFR Magazine. Meanwhile Life & Leisure, the weekly lifestyle insert, is about to produce its fifth gloss edition.

A Match Made In Heaven For Brands

Within the luxury sector, now more than ever, there’s an emphasis on showing leadership through high-impact and innovative executions in print and digital.

“We see increased appetite in brands wanting media firsts that show new ways to advertise, via print. This might be using distinctive paper stock, it might be through special gloss executions of wrapping the paper. It’s getting a tangible experience of luxury, of something special, something unique, through print,” says Drummond.

“That led us to create the Luxury Collection Bespoke Suite that enables us to offer a wide range of innovative print executions. We’ve done die-cut belly bands on the newspaper, VR experiences, gatefolds that align with themed issues of AFR Magazine. Print is about as tactile as media comes and we’re in the business of working with brands to create innovative, sensory moments that make their brand aspirations tangible, something you can feel.”

Brands more than ever need to tell their story. Since people couldn’t go into stores through lockdowns, luxury houses needed to find new ways to immerse customers in their brand.

“We’re seeing heightened demand for immersive advertorials on afr.com. These ‘immersives’ have proven popular with brands who traditionally would rely on being mentioned in editorial, but they want to reaffirm those stories with advertorials that provide the space to properly cover their heritage, their values, their innovations.

“We also now offer a sponsored mono-brand photo-shoot in Life & Leisure. Because the AFR is such a premium platform, brands have more confidence that even a digital advertorial execution will suit their brand requirements around how they are positioned.

Digital

AFR Magazine has also minted its first non-fungible token, the cover of the Young Rich issue. For this year’s Young Rich issue, our researchers have included wealth held in cryptocurrencies for the first time, and we have a cryptocurrency entrepreneur on our cover. To mark this occasion, we figured we should turn that cover into an NFT which we auctioned off to raise money for The Smith Family. It sold for $77,450. It’s another illustration of how print can be turned into very distinctive, eye-catching digital assets.

“We see a strong pipeline of interest in gatefold covers for AFR Magazine too. We’ve done our first sponsored fashion shoot, which is an invitation-only opportunity we offer to key partners.”

And so print’s future, when done right, is looking quite bright. To that point, AFR Magazine’s average subscribers are younger than the rest of Nine’s newspaper subscribers: late twenty-somethings working in banking and finance, professional services or some other business enterprise.

“They see people reading the Fin and they know that’s the daily habit of successful people, and they want to be successful too,” says Drummond.

Because of their aspiring outlook, aspirational content is what these younger readers most seek out online, which informs Drummond and his team to make an entirely customised print experience for their emerging audience. A virtuous circle indeed.

*AFR Magazine - Roy Morgan Research; people 14+ for the 12 months ending September 2021
**Life & Leisure - emma conducted by Ipsos MediaCT; people 14+ for the 12 months ending December 2020

Find out how your brand can leverage the power of Nine's publishing assets to drive business outcomes: Request more information

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Spread the joy of gifting this Christmas with Nine Radio

XmasRadio_Heading

As we enter into the final quarter of 2021, Australians more than ever before are looking forward to the festive season. To be reuinted with friends and family, celebrate, indulge and explore what Australia has to offer once again.

For Christmas this year, advertisers in partnership with Nine Radio will bring a sense of joy to our listeners - especially when it comes to gifting to those we love.

Through Nine's Unboxing Christmas research, we found two key spaces for brands to tap into this year.

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To be more considered

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To take time to indulge

Nine's Unboxing Christmas research looks ahead to the trends in retail, food and culture which will influence our purchasing decisions during the festive season.

Through the findings, we discovered two key spaces for brands to tap into – to be more considered and to take time to indulge. Both of which align perfectly to the notion of gifting.

Nine Radio online shoppers are primed for gifting this holiday season

61% have purchased online in the past month (clothes, books, magazines, music, groceries)

20% have spent $300 or more online in the past month

59% are firmly rooted in tradition and family values

43% have a household income of $100K+

60% are decision makers for purchasing clothing / footwear

34% have children in the home aged 0-17 years

Source: Nielsen CMV, Metro Survey 5 2021, Fused Radio Data, Cume (000s), Mon-Sun 5.30am-12MN, Nine Talk Radio AP14+ vs SMBP AP14+. Online Shoppers = Nine Talk Radio AND purchased online in the past month. GfK Radio Ratings, SMBP Survey 5 2021, Mon-Sun 5.30am-12MN, Nine Talk Radio – 2GB, 3AW, 4BC or 6PR AND Online Shoppers (purchase clothes, food/ groceries, books/magazines, music or other products online) % of All Nine Talk Radio listeners AP10+, unless otherwise stated.

RusselHowcroft

Conversation

Radio Awareness

Awareness

Radio Advocacy

Advocacy

Radio Inspiration

Inspiration

How gifting comes to life across Nine Radio

By leveraging the depth and breadth of the Nine Radio network, we’re ready to help your brand share the message of gifting joy this holiday season.

Integration
Leverage editorial influence by integrating your brand into a contextual conversation through bespoke segments or win the attention of listeners via engaging promotional giveaways.

High Impact Sponsorships
Align your brand to contextually relevant environments and editorial conversations via sponsorship, to consistently position your brand top of mind.

Talent Back your brand
Inspire listeners with gifting ideas for friends and family via Live reads - harnessing the credible and recognisable voices of Nine Radio talent.

Commercial Airtime
Drive brand awareness with  gifting themed creative – positioning your brand’s product offering front of mind with audio delivered at scale, locally or nationally.

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Make your brand famous through the power of creativity

Powered Studios is your one-stop production house for premium radio commercials

Big ideas make brands famous. Brief us, use us, and challenge us. We have a big idea for every budget, underpinned by Australia’s best audio content.

Working directly with clients to develop campaign concepts.

Scripting by some of the finest radio creative writers on offer.

Utilising a talent bank of the best professional voice overs in the country - recorded and produced in state-of-the-art recording studios.

We provide music, sound effects and can create bespoke jingles and sonic branding.

Access to trusted Nine Radio talent to bring your story to life.

End-to-end radio commercial production.

To wrap up...

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Nine Radio's listeners are primed for gifting this Christmas

2 3

Key spaces to tap into this Christmas are around being more considered, taking time to indulge, and enjoying everything Australia has to offer

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There are a range of impactful and creative ways to meaningfully connect through gifting with Nine Radio

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

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How Blackmores used print to promote a new product, saw big results, and why open-minded marketers can cash in

Powered Unpacked

How Blackmores used print to promote a new product, saw big results, and why open-minded marketers can cash in

9Powered_Logo_Heat

Print readers have more disposable income, and are a perfect fit for some brands – and open-minded marketers are cashing in. Hearts and Science’s Chief Investment Officer Luke Hutchinson and Nine’s Lisa Day, Partnerships Director for Publishing, explain why finding an audience that isn’t multitasking is worth its weight in gold.

Bias can mean less business 

When marketers and agencies are developing a media strategy, many don’t realise they hold an inbuilt prejudice against print media. They may be missing out on a largely wealthy audience that is like a “blinkered horse” – much more focused on the content than anyone reading online.

Blackmores is one example that has included print media and seen strong results, Hearts and Science’s Chief Investment Officer Luke Hutchinson said.

“I think we need to, as agencies and clients, put aside some of those biases against certain media. I think print can't be pigeonholed really, right? It's part of a multi-platform approach now, and those audiences live not only in print but across online as well,” he told Nine’s Powered Unpacked series.

“I think there are still significant audiences to be reached across print, particularly in that Gen X, baby boomer audience demographic which, quite frankly, have disposable income.”

Early last year, Blackmores launched PAW, a range of natural health supplements for pets.

Pet ownership levels aren’t changing, but Australians are spending more on their pets – Hutchinson says they’re effectively pet parents.

“I, for one, am a parent, and frankly, my dog is my fur baby,” he says.

How print meant dollars for Blackmores' PAW


The health supplements brand approached Nine and ran a multi-platform campaign over a long time – more than six months.

“We needed to find ways to really engage with customers at different points and different moments on that customer journey,” Hutchinson said, “or that parenting journey with their animal… We had multiple messages running in different mastheads and platforms, for instance, across Good Weekend, we had the 52 pet-friendly weekends away as a sort of a lifestyle choice. Then we obviously had other content running across Sunday Life and the masthead itself.”

Lisa Day, Partnerships Director for Publishing at Nine, said the case of Blackmores and PAW was a classic example of how a print audience can deliver real value – three times the measured impact with messaging, according to studies.

“It was a product that could be considered as a luxury item because it's not essential. It was a supplement for your pet. You needed to convince the audience with very low awareness about why you'd use this product,” Day said. “They needed to have the attention span, the engagement, have content that resonated with them, and then the customer ultimately having the means to purchase the product and take action… (The audience) is not trying to multitask, they're a blinkered horse reading what they've got in front of them. And the beauty of that is it gives you a real connection and head space.”

QRs add new print opportunities


An example of how print has evolved is the QR code, which, surprisingly, came back into vogue in 2020 and 2021. The Australian Financial Review recently put one on the cover of the AFR Magazine for the Power Issue.

“Normally, we'd have the Prime Minister on the cover. But we did an interactive QR code on the cover that wherever you were geographically, your premier would turn up. Because that was really a play on the power struggle between the premier and the prime minister,” Day said.

Hutchinson said Blackmores tried them as well, and “the results were, quite frankly, fantastic”.

The goal is to connect purchase to content.

“We're really capitalising on that across the ecosystem, making our products more shoppable so that we can help our partners deliver better outcomes from those sales,” Day said.

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

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A New Generation Of Talk Radio

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Australia has made the switch.
It's time you started a conversation with Nine Radio.

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Hosted by Australia's most engaging broadcasters, Nine’s talk radio stations 2GB, 3AW, 4BC and 6PR are a direct line into the moods, thoughts and opinions of Australians. The intimacy, immediacy and authenticity delivered by a radio host means through the power of Nine Radio, we're having a conversation with nearly 2 million potential customers every week.

Nine Radio is the ultimate connection platform

Through Nine Radio we have developed a powerful and agile platform that will allow brands to move quickly, reach a valuable target audience, and deliver real business results to guarantee return on investment.

Nine Radio is a platform that allows you to talk to your customers.
More of them. More often. Across more weeks of the year than any other media business in Australia.

Our audiences aren’t just a demographic, they are loyal listeners, and because they are loyal it means nearly 50% of them can only be reached on Nine’s stations.

How do we compare to other radio networks?

Nine Radio Finishes 2021 on a High

Nine Radio has finished 2021 as the clear No.1 in the key markets of Sydney and Melbourne and demonstrated strong growth across Brisbane and Perth in the final survey of the year.

GfK Survey 8 saw Sydney’s 2GB and Melbourne’s 3AW again retain their undisputed leadership positions as the No.1 stations in each city throughout all 2021.

In Sydney, 2GB Breakfast host Ben Fordham has finished his second year on air with a dominant 18.5% share, while in Melbourne Ross and Russ on 3AW Breakfast have finished with a phenomenal 24.1% share. In Mornings Ray Hadley and Neil Mitchell both remain the most listened to presenters in their respective timeslots.

This survey also saw strong results for Brisbane’s 4BC with Breakfast host Neil Breen finishing the year with a 10.7% up 1.4 points. This is Breen’s highest result ever and the best 4BC Breakfast result in 13 years. Ray Hadley was again No.1 in 4BC Mornings in talk with a 11.1% share.

In Perth 6PR also finished the year strongly with Gareth Parker in 6PR Breakfast lifting 0.6 points to a 9.9% share while 6PR Mornings host Liam Bartlett lifted 1.2 points to a 9.2% share.

Greg Byrnes, Nine Radio’s Head of Content, says: “The past 12 months have shown why Talk Radio is the trusted source of news and opinion. Australians turned to us in record numbers as they sought live and local content. We thank our listeners for sticking with us and assure them we’ll be relevant, setting agendas and working ever harder in 2022.”

2GB No.1 in Sydney with an audience share of 14.5%

Ben Fordham Live No.1 Breakfast Show with an audience share of 18.5%


3AW No.1 station in Melbourne - Breakfast, Morning, Afternoon, Drive & Weekends


4BC posts audience growth with an audience share of 8% People 10+


4BC Mornings with Ray Hadley Brisbane's No.1 Mornings Talk Show with an audience share of 11.1%


6PR Mornings with Liam Bartlett Perth's No.1 Mornings Talk Show

Source: GfK Radio Ratings, SMBP Survey 8 2021 - 2GB, 3AW, 4BC, 6PR.

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...

NineGalaxy_Primary

Streamline the way you buy Total Audio with Nine Galaxy

Devices

Nine Radio has unveiled the next stage of its digital transformation, highlighting the importance of first-party data as it accelerates towards a total audio proposition for advertisers.

Buy live linear, live streaming and podcast, all delivered using Nine Galaxy and powered by Nine’s unique first-party data, giving brands an addressable audio platform at scale.

The future of Radio is Total Audio

Speaking at the Nine 2022 Upfront presentation, Tom Malone, Nine’s Managing Director – Radio, confirmed that Nine Radio had implemented single sign-on (SSO) across its digital radio platforms, to complement its existing logged-in users and Nine’s wider data pool of 14 million people.

Group 1

Find out why our obsession with age is costing Australian marketers billions with Nine's new research: Blind Spot.

Is your brand ready to turn down the music and start a conversation?

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

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