Transform your brand with Beauty and the Geek

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Geek out and fall in love when Australia's most heartfelt series returns

Beauty and the Geek, the feelgood series Australia has fallen in love with, returns Sunday, July 17, at 7.00pm on Channel 9, with more heart, more laughs – and more sweet romance.

Hosted once again by the beautiful and down-to-earth Sophie Monk, 10 new beauties and 10 new geeks will find surprising connections as two very different worlds collide in this uplifting series of heartfelt self-discovery.

Beauty and the Geek is Australia’s most loveable reality show, warming the hearts of viewers on an uplifting journey as our stunning beauties and adorable geeks inspire each other to step out of their comfort zone and find inner confidence.

Paired together by Sophie, they will overcome hurdles, find deep connections and discover if opposites really do attract, whether by forming a romantic connection or a lifelong friendship.

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 is a truly transformational experience. An experience that inspires inner beauty, personal growth and lifelong friendships.

The numbers from season 1 were beauties

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+3.3

Australians reached

of viewers tuned in every week

+1.2

viewers every episode

Overnight & Time Shift to 7

+3.2

Live + VOD streams

Regional viewers reached per episode

Source: OzTAM Metro Total TV + Regional TAM Regional FTA+WA. Overnight/Time shift to 7/Consolidated 7 (encores only). 11/07/21 -  04/08/21, “BEAUTY AND THE GEEK". Total Individuals, Nine/Nine Content Affiliates. 5 City Metro & Combined Agg Markets. AUD & Total AUD (encores),

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A journey of self discovery 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 beauties and 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.

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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.

The beauty of a program fit for every category

likely to fly domestically in the next 6 months

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

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would pay extra for well-known brands

more likely to order food home delivery several times a week

seek advice from professionals when investing money

more likely to be profligate spenders

like to experiment with different beauty products/brands

Source: Nielsen Consumer & Media View, National Online S06 2021, “must see/always try to watch – Reality Television [Nine]”

The beauty of a program fit for every category

likely to fly domestically in the next 6 months

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

would pay extra for well-known brands

more likely to order food home delivery several times a week

seek advice from professionals when investing money

more likely to be profligate spenders

like to experiment with different beauty products/brands

Source: Nielsen Consumer & Media View, National Online S06 2021, “must see/always try to watch – Reality Television [Nine]”

Beauty and the Geek in 2022 will provide a transformational platform for your brand.

Here's a sneak peek of what's to come...

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When it feels like home, it feels like you.

The Beauties and Geeks had a FANTASTIC time.

Challenge
Nine were tasked to support Fantastic Furniture in finding new and exciting ways to bring the “When it feels like home, you feel like you” creative territory to life beyond just creative assets. 

Solution
Fantastic Furniture leveraged the newly rejuvenated Beauty and the Geek platform to drive awareness of their new creative territory through a bespoke Partnership showcasing in program integration and bespoke commercial assets.

Execution
In-show integration saw both our beauties and geeks ‘making nests’ - putting together Fantastic Furniture products. This included close up shots of both the branding and of the website, alongside verbal mentions.

Break Engagers elevated the ‘When it feels like home, it feels like you’ message, leveraging key moments within the show where the beauties and geeks celebrated their individuality.

Results
Through tailored integration entitlements we aimed to both create and editorially align Fantastic Furniture with moments that resonated with the idea of how feeling comfortable in one's surroundings to bring out the best in people. A perfect alignment with Fantastic Furnitures new creative territory.

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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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Rugby on Nine

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UNLOCK THE POWER OF
RUGBY ON NINE IN 2022

Nine is the home of Rugby Union. Reaching more fans than ever before across the year. A major global sport and truly multi-cultural game, which connects Australia with the rest of the world on an international stage.

It's the game they play in heaven, and Rugby on Nine in 2022 will see fans feasting on an unrivalled commitment to premium Rugby content spread across our Television, Radio, Digital and Print offering.

Featuring a commentary team lineup of Rugby Union superstars and experts led by Roz Kelly and Nick McArdle, Wide World of Sports will produce every game shown on Nine and Stan Sport, with cutting-edge technology and studios that offer the best possible experience for Rugby fans.

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

Check out what's to come for Rugby on Nine this season...

Rugby Union is a compelling platform for brands - offering authenticity, excitement and connection with millions of highly engaged fans.

From the Rugby purist to the casual viewer, Nine covers all the action - with broadcasts of Wallabies and Wallaroos test matches, plus a Super Rugby Pacific match every Saturday night live on 9Gem throughout the season.

And with Nine's WIN network partnership, it really is a sport that touches all corners of the community.

CAPTIVATING MORE HIGHLY ENGAGED FANS THAN EVER BEFORE

Reached 4.8 million Aussies in 2021
Metro + Regional 

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Record breaking Super Rugby AU Final in 2021

Eyes on Nine for the eToro France Series Finale in 2021

Reached over the duration of The Rugby Championship in 2021

Source: OzTAM Metro + Regional Data, Nine Network, Cumulative Reach, Super Rugby, July Test, Bledisloe Cup, Rugby Championships, 19/2/2021 – 2/10/2021, YOY v Channel 10 Super Rugby 2020, Consolidated 7 data.

RUGBY ON NINE CONNECTS WITH HEARTLAND AUSTRALIA

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Super Rugby Regional Viewers in 2021

Rugby Championship Regional viewers in 2021

Source: OzTAM Regional Data, Nine Network, Total People, People 25-54 & Men 18-54, Cumulative Reach, Super Rugby, July Test, Bledisloe Cup, Rugby Championships, 19/2/2021 – 2/10/2021, Consolidated 7 data.

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Rugby Storytelling Across Nine's platforms

Nine broadcasts every game with an always on strategy across 9, 9Gem and 9Now, including amplification across our news and current affairs portfolio as well as the Today Show, weekly updates on Nine Radio, in depth analysis within our publishing mastheads, alongside Stan Sport for the Rugby purist who wants to see every single game in high definition, live and on-demand.

Rugby - TV Amplification

TV

Network amplification across Today Show and Nine's News and Current Affairs.

Mics

RADIO

Weekly code updates from Nine's Rugby commentary team across WWOS radio on 2GB and 4BC.

Rugby - Publishing

PUBLISHING

Sydney Morning Herald and Age Rugby page views up 23% year-on-year.

Rugby - WWOS

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With dedicated columnists and reporters.

2.6 Million Unique Visitors
4.6 Million Visits
1.5 Million Total Streams

Rugby - Social

SOCIAL

3x Rugby social channels up 120% year-on-year. 

Source: Roy Morgan database ending June 2021. OzTAM Metro + Regional Data, Nine Network, Cumulative Reach, Super Rugby, July Test, Bledisloe Cup, Rugby Championships, 19/2/2021 – 2/10/2021, 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.​ Adobe Analytics, WWOS – Rugby, 19/2/21 – 4/10/21, unique visitors, visits, page views; Internal Brightcove data, WWOS – Rugby, 19/2/21 – 4/10/21 total streams, viewed minutes

One Network covering all the action

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Hospital Cup & Shute Shield
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Wallabies Spring Tour
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Realise Big Ideas
and drive results
for your brand

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 Rugby Union content. From the main game to the experts and the entertainers, we provide brands with an unrivalled platform to tell their story.

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ISUZU LEVERAGED A CROSS-MEDIA RUGBY PARTNERSHIP TO DELIVER HIGH IMPACT MARKETING MOMENTS

Nine x Isuzu

CHALLENGE: At the heart of every Isuzu lies a tried and tested DNA of a refined combination of power, efficiency and reliability. In 2021 Isuzu wanted to bring this to life through the launch of the latest Isuzu D-MAX and MU-X, and to ultimately connect their product with a male audience.

SOLUTION: Rugby on Nine was identified as the perfect sporting vehicle to support Isuzu, over 33 weeks, through compelling storytelling across our Total TV offering - including Channel 9, 9Now and Stan Sport, alongside print executions and radio integrations.

RESULTS: Utilising Nine's Rugby Union coverage, Isuzu put their brand message at the heart of the action - with a campaign consisting of a pre-match Game Changer TVC, Live Break TVC, Billboards, Half time Key Moment, Radio integration and much more.

PUT YOUR BRAND AT THE HEART OF THE ACTION WITH RUGBY UNION ON NINE IN 2022

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.

There is plenty of opportunity available to grow your brand through the power of Rugby Union on Nine in 2022. We're up for the challenge. Brief us today.

Rugby Scale

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

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Meet Good Weekend Editor Katrina Strickland

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At the core of Good Weekend is its features: definitive stories on the people, places and issues that matter - to you, to Australia, to the world.  The Good Weekend’s editor, Katrina Strickland talks about the power of print and shaping the stories everyone is talking about on Saturdays.

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In the 2020 film News of the World, Tom Hanks played an 1870s character who travelled through remote towns of America charging people a nickel to hear him read from a newspaper. In this social media-driven world, in which we’re all often alone with our phones, Hanks’ character feels like an artefact of a long-forgotten past.

Yet you need not look too far below the surface to realise that the human spirit’s craving for shared experiences is alive and well. Good Weekend editor Katrina Strickland was reminded of this during the pandemic, when Instagram and the Good Weekend inbox would light up week in, week out with photos of people doing The Quiz together over Zoom - family groupings, friendship circles, work colleagues.

“It was incredibly heartwarming, a sign of the power of a group activity to make us feel better about ourselves and the world,” said Strickland, who has been editor since mid-2017 of the magazine that’s inserted every Saturday into The Sydney Morning Herald and The Age.

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So popular is The Quiz that two devotees set up their own Instagram account in its honour. Now run by Good Weekend, it has more than 43,000 followers. The magazine has further extended the brand by instigating live quiz nights as part of Good Food Month.

Incredible Reach

Strickland learnt about the incredible reach of Good Weekend’s games the hard way, having decided when she took over to kill off the Get It puzzle that accompanies The Quiz every Saturday. The reader backlash was such that she quickly brought it back.

“Get It writer Greg Bakes was very gracious about it. He just laughed and said, ‘Someone else tried to cut it once and got the same reaction,’” Strickland said. “A magazine with the history and broad audience of Good Weekend - 37 years and more than 800,000 readers - is one in which that audience has very firm opinions of what they like and don’t like. And they’re never afraid to tell you.”

Reader favourites include Two of Us, Danny Katz’s Modern Guru and Benjamin Law’s Dicey Topics, but the heart and soul of the magazine is its features, penned by experts in the craft of longform writing such as Jane Cadzow, Amanda Hooton, Tim Elliott, Melissa Fyfe and Konrad Marshall.

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Stories on subjects as diverse as celebrity chef Jock Zonfrillo, cancel culture, Attorney-General Michaelia Cash, the Dark Emu debate, Sydney fraudster Melissa Caddick and Melbourne court clerk Ashleigh Petrie rate incredibly well online, attracting strong engagement on social media too.

We're looking for the issues and people Australians are fascinated by

“What’s interesting to me is that in a time of bite-sized news and supposedly short attention spans, it’s these stories of 4000, 5000 words that perform the best - with those who’ve grown up with us but also with 20 and 30 somethings, who might come for The Quiz but then stay for the features,” said Strickland. “That tells me that we’re all actually craving substance, a definitive story on a subject that allows us to grapple with it in all its shades of grey and nuance.”

That’s particularly so, she said, in an age of spin. “We’re all very marketing savvy these days, and we increasingly want the unvarnished truth. The rise of the real on Instagram - stars like Celeste Barber and The Inspired Unemployed - reflects that, too. News magazines have always played in that space, and I think, ironically, the times are coming back to suit that aspect of what we do. People are fed up with nicey-nicey content that actually doesn’t say much.”

Strickland says her team’s aim is to publish the cover story everyone is talking about on a Saturday - at the kids footy game that morning or at a dinner party that night. “We’re looking for the issues and people Australians are fascinated by, and to catch them just before everyone else registers that they’re interested in them.”

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Expansion of the 52 Properties and the Style Edit

At the other end of the spectrum, Good Weekend has in recent years extended its 31-year old 52 Weekends Away annual issue into two other 52 properties, 52 Dream Destinations and 52 Top Wineries. Where 52 Weekends Away is about national travel - Strickland expanded it a few years ago from covering mostly NSW and Victoria getaways to include every state and territory - 52 Dream Destinations is international. 52 Top Wineries, meanwhile, is a co-production with Huon Hooke’s wine website The Real Review.

These special annual issues have proven popular with state tourism bodies and automotive advertisers, who have done gatefolds, reversebacks, mini-magazines and false covers to capitalise on the fact that these issues tend to sit on coffee tables and in magazine racks for longer.

Another innovation has been Style Edit, a quarterly issue started last year that includes more lifestyle, fashion and design content, “but done in that Good Weekend way - with intelligence and rigour and, as always, beautiful writing”. 

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And so while Tom Hanks’ character in News of the World may seem quaint, our shared passion for exploring what’s happening around us and why - and more than ever, for getting the real story - is very much a 21st century thing.

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Rethink Ink

Check out how NRMA unlocked the power of Good Weekend in our latest Rethink Ink creative showcase 

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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