9Network: BIGGER than ever

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The 9Network is BIGGER than ever

When Australians unite around content, they turn to us - home of the most engaging entertainment, trustworthy news and biggest live events. With the greatest share of audience across all screens and a content slate of Olympic measure still to come in 2024, there’s no place like the 9Network to harness the power of impactful television.

Capturing the hearts and minds of Aussies wherever they choose to engage

Year to date 2024:

The 9Network has once again asserted its dominance as the most watched network in the five major capital cities, across all key advertising demographics and Total People.

With both locally produced premium content and the best in binge-worthy international franchises, 9Now is a streaming experience like no other - and our audiences are only getting bigger.

Total Television
Weekly Viewers

BVOD Weekly Viewers
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BVOD Audience Growth
Year-on-Year

Metro Linear TV Comm Share All Key Demos

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BVOD Comm Share All Key Demos

BVOD Average Monthly Reach
Year-on-Year

Source: Share: TVMAP VOZ Analyzer, VOZ Data 5.0 © OzTAM Pty Limited [2023], BVOD National Only, TV Metro Only, Nine Content, Seven Content, Ten Content, BVOD Share CYTD 1/01/2024 - 13/04/2024, Broadcast TV Share SYTD 18:00-MN, Average Audience, Total People, 25-54, 16-39, GS18+, Total BVOD, Total Broadcast, When Watched. Reach: TVMAP VOZ Analyzer, VOZ Data 5.0 © OzTAM Pty Limited [2023], Total TV, Nine Content, 1/01/2024 - 13/04/2024 v 1/01/2023 - 15/04/2023, Cume Reach (000s), Average Audience (000s), Total People, 25-54, 16-39, GS18+, Total BVOD, Total Broadcast, When Watched.

The most engaging entertainment, trustworthy news and biggest live events
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Total TV Reach
Weeks 1-2

Total TV
Audience Growth
Year-on-Year

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Total TV Reach
Season 1

Total TV
Average Audience

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Total TV Reach
Season 10

Total TV
Average Audience
Each Episode

Streaming Audience
Year-on-Year

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Total TV Reach
Year to Date

Total TV
Audience Growth
Year-on-Year

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Total TV Reach
Year to Date

Total TV
Audience Growth
Year-on-Year

Source: TV MAP VOZ Analyser & VOZ Ranking Report, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, 01/01/2024 - 15/04/2024 v 01/01/2023 - 17/04/2023, Network Nine & Affiliates, Total TV, TV, BVOD, Cumulative Reach and Average Audience, based on Matching 'Today,' M-F only, 'Food Stars,' '9News' including Saturday and Sunday, Married at First Sight Season 11 v Season 10 (consolidated 7 – excludes encores) & 2024 Australian Open v 2023 Australian Open, When Watched Basis. 

 

Create deep connections with the audiences you need to reach

Television is a powerful medium with a unique ability to captivate audiences, creating shared experiences that truly bring people together. And across the 9Network, we can extend your message beyond traditional TV screens to connected devices, reaching viewers wherever they are.

Best of all? Through the power of our dynamic targeting capabilities, we can help tell your story to the demographics you need to reach. A true elevation of your message, with the ability to measure your campaign’s effectiveness in real time.

Television will make your brand famous

Explore how we've helped our partners realise their BIG ideas for even BIGGER impact

A supercharged slate is still to come

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In news, from setting the agenda at breakfast on the TODAY Show, to keeping Australians informed at the 9News hour, and investigating the stories that matter most in A Current Affair, our esteemed journalists have their finger on the pulse and the trust of the nation.

 

In entertainment, LEGO® Masters has returned with more creativity than ever before, in Gordon Ramsays Food Stars, mouth-watering challenges are keeping Aussies hooked. Up next, sizzling locations on The Summit and Love Island UK on 9Now are set to captivate viewers like never before.

 

In sport, the NRL has kicked off with a bang, with Aussies gearing up for the Ampol State of Origin series. All eyes and ears will be on Paris this year, with the Olympic and Paralympic Games set to create a cultural movement.

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Talk to us for more information on how to put your brand at the heart of premium content with Nine.

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Consumer Pulse April 2024

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WHAT'S HOT AND WHAT'S NOT

April 2024

The national mood has improved this month and Australians are primarily valuing their health. Distribution of media time, the popularity of radio and consumer spending habits are all fuelling opinions and conversations this month.

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4-8 April, 2024

Inside this month’s Consumer Pulse dip

Mood of the Nation

The national mood

The national mood has recovered after a dip in March 2024, back to a higher net positive mood. Australians are feeling more encouraged and relaxed in the current times while remaining calm and hopeful of what is ahead. Overall, net positive emotions are ahead of negative emotions.

NOTE: For the best viewing experience on mobile, please view landscape.

Dominant mood indicators

The top ten dominant moods are a mix of both positive and negative emotions. The top 4 feelings are all positive, with feelings of relaxed, calm, hope and optimism topping the list this month. Feelings of being anxious, frustrated and stressed are the 5th to 7th most dominant moods this month.

NOTE: For the best viewing experience on mobile, please view landscape.

Australian values

Health, Enjoyment and Family Security

Nine audiences value their health primarily. The top three values continue to be led by health, enjoying life, and family security compared to six months ago. Wishes for a world at peace saw a large increase compared to 6 months ago, while there were drops in Nine’s audience looking for true friendship.

October 2023 saw large pushes for equality and social justice, however, in April 2024, values in these areas returned to that of April 2023.

NOTE: For the best viewing experience on mobile, please view landscape.

Conversation starters

Media Time

Of Nine's audience have watched free-to-air TV in the past month

Nine’s audience spend the largest amount of their media time with free-to-air TV and online news sources.

1 in 5 of Nine’s audience noted free-to-air TV as the media they spent the most time with in April 2024, with 4 in 5 audience having watched free-to-air TV in the past month.

The next media that Nine’s audience spent the most time with was online news sources, with 3 in 5 noting this in their top 5 media in terms of time spent.

Cheerful parents and their kids having fun while watching a movie on sofa in the living room.

BRAND CONSIDERATION

Position your brand within the TV and online news source mediums to maximise exposure and reach. By aligning your message with the content consumed by the majority, you can effectively capture their attention and reinforce brand recognition

Radio Ranking

Of the over-55s in Nine’s audience note that talk radio is in the top 5 consumed media in the past month

Radio still ranks highly in consumed media among Nine’s audience over the age of 55.

When it comes to Nine’s audience over the age of 55, we see that radio still ranks highly in the media consumed on a regular basis. 1 in 3 of the over-55s in Nine’s audience note that talk radio is in the top 5 consumed media in the past month, while a similar figure is seen among music radio stations (31% of Nine’s audience).

BRAND CONSIDERATION

As radio remains a significant medium among Nine's audience over 55, crafting brand messages that resonate with the preferences and interests of this audience segment can enhance brand visibility and engagement

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spending HABITS

Believes money brings them security

Nine’s audience like to save then spend.

Half of Nine’s audience recognise the benefits of financial freedom (living debt free), with 2 in 5 also believing that money helps to bring them security.

1 in 4 of Nine’s audience when asked about their relationship with money noted they like to save up and then have the freedom to give into spending impulses. This increases to 46% for the under-35 age group.

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BRAND CONSIDERATION

Encourage financial responsibility and empowerment by promoting saving for future security. Aligning with your audience values of saving and financial freedom can build trust and loyalty for you brand

GET IN TOUCH

Want to know more?

Contact your Nine representative directly, or fill out the form and we'll be in touch.

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Tell your story in and around the content we know consumers are engaging with most
 

Australia’s Leading Publisher

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NINE PUBLISHING //

16 Million
Total News Audience

Nine leads the Total News landscape with a monthly de-duplicated audience of 16 million* readers across print and digital platforms.

Nine Publishing is a news and lifestyle powerhouse - leading the national conversation every day, and attracting more readers than ever before.

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Source: Roy Morgan Research, All People 14+. All audience data is based on the last 4 weeks averaged over the 12 months to December 2023. *This figure includes: Nine.com.au, SMH Print & Digital, The Age Print & Digital, AFR Print & Digital, Brisbane Times, WA Today, Domain Digital, Good Weekend VIC & NSW, Sunday Life VIC & NSW, Domain NIM VIC & NSW, AFR Magazine, Fin! Ipsos iris Online Audience Measurement Service March 2024, Age 14+, PC/laptop/smartphone/tablet, Text only, Media Report, Audience (000s).

Tell your story

Nine publishing delivers content for all people, across all categories, in all formats.

9TRAVEL //

Introducing 9Travel, a new nine.com.au vertical 

An all-encompassing travel experience that caters to both men and women, 9Travel provides budget to luxury travel options and advice that caters to the mass market in Australia. With a focus on popular destinations like Queensland, New Zealand, Bali, Fiji, and Hawaii, plus a selection of cruising, short trips and weekend getaways, 9Travel offers something for every jetsetter. Elevate your marketing campaign through the power of digital today. 

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Nine's dedicated branded content team within Powered creates content that allows the client to communicate to a target audience in an authentic way. The varied offerings across digital and print fall under the umbrella of native and advertorial and can include articles, immersives and video-led content.

Native Example

Native

Native content creates an environment for a client to integrate seamlessly within the Nine brand.

The tone and style more closely aligns to the selected publication and it receives higher engagement and dwell time as a result. Minimal client integration is allowed in this product.

Advertorial

Advertorial

Advertorial is brand-focused content that builds awareness – the client's product or brand message is prominent within the copy and imagery.

The client has greater control of its message, while still reflecting the tone and style of the publication.

Sun Herald - High Impact

High Impact Media

High impact media executions allow clients to grab the attention of our passionate audience across our publishing assets during key campaign timing.

NINE PUBLISHING //

Make an Impact with Nine Publishing

Nine has the most powerful and influential publishing assets in the country. The Australian Financial Review, The Sydney Morning Herald and The Age reach more than 13.3 million people every month across print and digital.

We drive talkability, influence behaviour, inspire change, and deliver ideas with impact. We know our audience have the power to spend big, drive market share and drive business outcomes.

Source: Roy Morgan Research; People 14+ for the 12 months ending March 2024.

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We have the ability to influence behaviour

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We can help you unlock the power of everyday affluence

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We deliver creative ideas with real, measurable impact

Print Solutions

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Digital Solutions

NINE PUBLISHING //

Wrap your brand around Australia’s best lifestyle content

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Big ideas make brands famous. And with the help of Powered by Nine, we can create big ideas across print and digital to help your brand achieve big marketing moments.

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

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‘Bring on Paris 2024’: The changes that will make this Olympics different to anything you’ve ever experienced

Mike Sneesby, Nine CEO

Just over 12 months ago we announced that Nine would be Australia's home of the Olympic Games for the next decade.

Major sporting events have become an increasingly important part of the programming line-up for a media company and they don't get bigger than the Olympics, so this deal was huge for Nine.

That's a huge challenge but it's one that we're 100 per cent committed to and I have total confidence in our team to deliver.

Keep a look out for our state-of-the-art studio right in the heart of Paris, a stone's throw from the city's most iconic landmarks. As a viewer we're going to take you on a journey with our athletes, with unprecedented behind-the-scenes access. But you'll also get a better sense than ever for the remarkable athletic feats that are being achieved in front of your eyes, with augmented reality used in our studio analysis to put you in the pool with Ariarne Titmus or on the field with Mary Fowler and our Matildas.

When we first travelled to Switzerland to meet with the IOC, we wanted to demonstrate that the DNA of the Olympics still ran strongly through the Nine business. The last time Nine had hosted the broadcast of an Olympics was in London 2012 and one of the faces on your TV for that Games was Karl Stefanovic (he'll tell you he was the face), so of course we had to bring Karl along. For that first meeting with the IOC, we spoke about how Nine had evolved as a business, from what was a traditional network broadcaster to the breadth of streaming and digital assets that we are today.

During that trip we got to understand, and I personally got to understand, a lot more about the Olympic movement - the IOC has played such an important role in uniting the world, particularly in times of difficulty and political or civil unrest. The role that the IOC plays really aligns with Nine's purpose, 'Australia Belongs Here'.

Two years have passed since we got together in Switzerland and Nine's bond with the IOC has grown ever stronger.

After finalising the deal last January, time has moved quickly. Eighteen months isn't much of a runway to put together a major Olympics broadcast like Paris, so we've had to put our heads down and get to work.

Technology has evolved so greatly since Nine last hosted the Olympics in 2012, so for us to get prepared to broadcast the Games on every platform in such a short timeframe has been an enormous piece of work.

Australia will experience Paris 2024 like no Olympic Games has ever been experienced. Of course you will see it on linear broadcast TV, but complementing that will be up to 40 dedicated channels on 9Now, which also features a catch-up service allowing you to relive what happened overnight.

It's an incredible privilege to be able to bring you the Games in that way but it also means there are far more moving pieces than an Olympics broadcaster has ever had to deal with before, so even now there's a lot of work to be done.

That being said, the team at Nine has absolutely embraced the challenge. It makes me proud to watch the entire team come together, to see the mock ups of how it's going to look in the studio and the user experience we're bringing to life. With 100 days to go until the curtain is raised on the Paris 2024 Olympic Games what we've done together is incredible.

Australia hasn't yet seen an Olympic Games in the modern media era. In recent years the evolution of technology and streaming have really taken off. Past Olympic Games have been experienced primarily on broadcast television, so if you didn't watch it live, it was gone. Maybe there was a replay of the major medal events involving the Aussies but generally speaking it was linear broadcast and there was no means of being able to consume it in any other way.

What excites me about these Games is the way in which Australians will be able to access them has just exploded. You'll still be able to watch the Games the same way you always have but we're giving you so much more on top of that as well. Complementing the experience we'll deliver on Nine and 9Now, Stan will have an ad free proposition which will include 4k streams where they're delivered out from the IOC.

We'll live stream onto our publishing platforms as well as Nine.com.au and have our journalists covering the Olympics around the clock. We'll have a dedicated digital radio channel available which will also be covering the Games alongside coverage from our radio network.

So the ways in which Australians will be able to access this Olympics, the way they'll see technology really evolve their viewing experience, is like nothing we've seen before.

Bring on Paris 2024.

 

Wednesday, April 17, 2024

Nine.com.au Affiliate

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NINE.COM.AU // AFFILIATE

Introduction

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9ProductReviews helps the nine.com.au audience make smart shopping decisions every day. From tech to fashion, beauty to fitness, our team gives you their honest reviews to help inform your next purchase and save you money.

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NINE.COM.AU // AFFILIATE

Introduction

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We launched 9ProductReviews with the aim of helping consumers make smart shopping decisions every day. With audience and revenue growing everyday, we are now launching phase two of our affiliate marketing plan, as we expand across our popular lifestyle vertical, 9Honey.

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NOTE FROM THE EDITOR //

Kerri Elstub, Director

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With audience and revenue growing daily, we are now launching phase two of our affiliate marketing plan as we expand across our popular lifestyle vertical, 9Honey. The opportunities for advertisers and our audience are limitless.

NOTE FROM THE EDITOR //

Kerri Elstub, Director

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The affiliate marketing site will help consumers make smart shopping decisions across a diverse range of products through honest reviews, curated gift guides, and information on all the best savings deals.

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NINE.COM.AU AUDIENCE //

The Numbers

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The nine.com.au audience come to be informed, and stay to be entertained. They are highly engaged across all verticals, from sport to lifestyle.

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GENDER

Male47%
Female53%
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Monthly audience

Page views

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Average time spent on page

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AUDIENCE DEMOGRAPHIC

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AUDIENCE PROFILE

%

Home owner/

mortgage

%

Main income

earner

%

Have diploma

or degree

%

Grocery

buyer

%

Parents of

children U18 in HH

%

attended a

professional sport

event in P12M

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Source: Ipsos iris Online Audience Measurement Service January 2023, Age 14+, PC/laptop/smartphone/tablet, Text only, Brand Group, News Tier 1 Category, Audience (000s), Audience %, Avg Mins PP, Page Views (000s).

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Find out more about brand opportunities on:

Find out more about brand opportunities on:

Talk to us today

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

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Your home of the Olympics and Paralympics

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A movement that unites 98% of Australia

Through Nine’s comprehensive television, audio, and publishing platforms, Australians will have unparalleled access to watch their most loved athletes compete on the world stage, establish their legacies, and unite the country around truly spectacular sporting moments.

In 2024 and beyond, the Olympics and Paralympics on Nine will be national movement, and an opportunity your brand can't afford to miss.

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Weekly Total TV Reach

9Now Weekly Reach

Total Publishing Reach

Weekly Total Radio Reach

Source: TV MAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], Nine Content, National, Total TV, Total BVOD, Reach by week, 12/12/2023-04/05/2024, Total People, Con 28 as at 08/05/2024, BVOD is When Watched, includes Spill. TV MAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], Nine Content, Seven Content, 10 Content, National, 5 City Metro, Total TV, Total BVOD, Average Aud, 01/01/2024-04/05/2024, Total People, P 25-54, P16-39, GS18+, Con 28 as at 08/05/2024, BVOD is When Watched, National includes Spill, 5 City Metro excludes Spill, BVOD is 02:00 - 25:59, Metro TV is 18:00 - 22:39. Roy Morgan Research; People 14+ for the 12 months ending December 2023. *Includes: Nine.com.au, SMH, The Age and AFR (Print & Digital), Brisbane Times, WA Today, Domain Digital, Good Weekend VIC & NSW, Sunday Life VIC & NSW, Domain NIM VIC & NSW, AFR Magazine, Fin! Survey 2 2024, Mon-Sun 12MN-12MN, Cume (000s), AP10+, Nine Radio – 2GB, 3AW, 4BC, 6PR, Total Radio Types

 

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BVOD Comm Share, All Key Demos & Total People

Olympics and Paralympics

Metro TV Comm Share, All Key Demos & Total People

More Engagement

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Source: Nine total content ecosystem reaches between 90-93% of ALL Australians each month. Nine total media 2024 Olympic and Paralympic Games content platform, including the Road2Paris based on previous major events insights will see that reach potentially increase between 5-8 points across a combined audience of Nines Total TV, Total Audio and Total Publishing, including significant additional signed on 9Now users. (Roy Morgan). GfK Radio360 Ratings, Survey 1 2024, Mon-Sun 5.30am-12MN, Cume (000s), AP10+, Nine Radio – 2GB, 3AW, 4BC, 6PR, Total Radio Types. TV MAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], Nine Content, National, Total TV, Reach by week, 11/02/2024-09/03/2024, Total People, When Watched. OzTAM VOZ 5.0 Data, When Watched, 01/01/2024-13/03/2024, Audience, 1800-MN, 5 City Metro, Broadcast TV only (excluding spill). Source: OzTAM VOZ 5.0 Data, When Watched, 01/01/24-13/03/24, Comm Share, 0200-2600, National, BVOD only (including spill). Roy Morgan Research; People 14+ for the 12 months ending December 2023. *Includes: Nine.com.au, SMH Print & Digital, The Age Print & Digital, AFR Print & Digital, Brisbane Times, WA Today, Domain Digital, Good Weekend VIC & NSW, Sunday Life VIC & NSW, Domain NIM VIC & NSW, AFR Magazine, Fin!

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DAYS

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SPORTS

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EVENTS

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12

DAYS

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22

SPORTS

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549

EVENTS

Bonjour!

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In 2024, Australia’s eyes and ears will be on the French capital and Nine’s Wide World of Sports will bring them every single moment.

The Olympics and Paralympics are the platform for truly captivating events that stop the nation, where our greatest athletes, alongside a new generation, will take the stage across a plethora of sporting events.

Bonjour!

In 2024, Australia’s eyes and ears will be on the French capital and Nine’s Wide World of Sports will bring them every single moment.

The Olympics and Paralympics are the platform for truly captivating events that stop the nation, where our greatest athletes alongside a new generation will take the stage across a plethora of sporting events.

Australia's big event superstars

Over the next decade, Nine’s Wide World of Sports will assemble a world-class team of experts and storytellers to continue Australia's Olympic and Paralympic journey and inspire a new generation of fans. Together, they will deliver thousands of hours of content across Nine’s suite of platforms, connecting with sports fans like never before.

NinesHostTalent

Australia’s greatest Olympic and Paralympic athletes

Hear stories of triumph and tenacity from some of Australia's greatest Olympic and Paralympic athletes, on their journey to the Games.

A revolutionised, global first Olympic and Paralympic platform

Across 2024, Nine’s Olympic and Paralympic total media programming will reach 98% of Australia, delivering 360-degree coverage through one unified content ecosystem.

Source; Nine total content ecosystem reaches between 90-93% of ALL Australians each month. Nine total media 2024 Olympic and Paralympic Games content platform, including the Road2Paris based on previous major events insights will see that reach increase between 5-8 points across a combined audience of Nines Total TV, Total Audio and Total Publishing, including significant additional signed on 9Now users. (Roy Morgan) 

Five powerful storytelling territories

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Celebrating the legacy and history of the Games, the sports and the athletes

StorytellingTerritoriesInspiring

Inspiring Australians to challenge themselves for a greater purpose

StorytellingTerritoriesInformation

Informing Australia with the most up to date news, innovation and information

StorytellingTerritoriesConnection

Connecting to culture and those around us, now and in the past

StorytellingTerritoriesThe-Future

Driving the future of humankind forward together

TotalTV

Total Television

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Total Audio

TotalPublishing

Total Publishing

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PARTNERSHIPS • CLIENT EXPERIENCE • STUDIOS • STRATEGY • EFFECTIVENESS • IDEATION • CONTENT • TALENT

The 24/7 main stage, live and on demand

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Nine’s Olympic coverage will be unmissable, with two 24-hour, fully hosted Free to Air channels. We will bring Australia the most extensive coverage of the Paralympic Games, covering the live action and daily highlight shows. Opening up more opportunities for your brands to get closer to the action.

Australia’s leading BVOD platform, 9Now, will become the destination for all Olympic and Paralympic coverage, giving audiences control of how they experience the Games. Every sport, anytime, anywhere.

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Daily Coverage

All day coverage hosted by experts

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On-demand Channels

40 on-demand channels, each dedicated to a specific sport

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Olympic Themed Programming

Running right through Nine’s slate, with themed episodes of Australia’s favourite news and entertainment formats

Immediate, intimate, wherever and whenever

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The Games will be the talk of Australia, and Nine Radio will be leading the conversation, plugged into communities with a loyal fanbase of listeners tuning in for the latest news and updates.

9Podcasts will go beyond the headlines, offering in-depth analysis and rich storytelling on the road to Paris and throughout the Games.

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In conversation, live and local

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Sydney and Melbourne’s biggest Breakfast shows

2GB’s Ben Fordham and 3AW’s Ross and Russ broadcasting live from Paris

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Olympic-specific
DAB+ station

Australians will never miss a moment of the action with 24/7 coverage

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Three dedicated
podcasts

Podcasts will deep dive beyond the headlines of the Games, from key athlete interviews to updates on the ground

Insight and expertise, from every angle

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For almost two hundred years, Nine’s mastheads have covered sport here in Australia and around the world, telling the stories of every Olympic and Paralympic Games. And in Paris, our content will be greater than ever.

Nine’s digital publishing channels, WWOS and 9News mastheads, are set to be the go-to for audiences, providing real-time updates through daily live blogs. From breaking news in Paris to in-depth sport analysis, our readers will have the latest information at their fingertips across both print and digital platforms throughout the Games.

Creating more ways to celebrate the Games

Lifestyle

Lifestyle

Food

Food

Fashion

Fashion

Travel

Travel

The Olympics and Paralympics across every media touchpoint, underpinned by Nine’s leading data infrastucture

Signed In Users

Increase Media Efficiencies

68 Targeting Segments Across 9 Verticals

Audience Enrichment from

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A movement your brand can't afford to miss. Contact us for more information on how to leverage the power of the Olympics and Paralympics on Nine, to deliver truly impactful business outcomes.

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Talking Media with Nine: Stoking the Cultural Campfire – How Content is a Constant in an Era of Fragmentation

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Episode Four

Stoking the Cultural Campfire - How Content is a Constant in an Era of Fragmentation

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THINK BIGGER

Telstra CMO Brent Smart says brands need to ditch omnichannel obsession, ‘luggage matching’ and junk ads for a deeper cultural connection, bigger ideas and ultimately 5x bigger impact

Telstra CMO Brent Smart thinks most ads are “pollution” and marketers are way too rational in their messaging, missing growth as a result. Meanwhile, omnichannel obsession will deliver diminishing returns. Think bigger across fewer channels, says Smart. His CEO appears to agree, as do Nine CMO Liana Dubois and Content Chief Adrian Swift. Plus, what great TV content – and great TV ads – look like.

Read More

Don't match luggage

An “obsession” with “360-degree omnichannel” marketing campaigns risks killing growth, warns Telstra CMO Brent Smart, because the tail is effectively wagging the dog – and the pursuit of quantity over quality is turning off audiences and customers.

“Most advertising is pollution,” says Smart. He instead aims for “the right 360 degrees” done well, in the right channels, where everything ladders back to a “big idea that’s going to have a big impact, but most importantly is able to integrate everything across multiple channels.”

Marketing effectiveness rulebooks, says Smart, show that harnessing multiple channels drives effectiveness – because ongoing media fragmentation requires stitching audiences together. “But that taps out at five or six channels,” he says. “Once you get beyond that, you’re getting diminishing returns.”

Which means picking the right channels to create scale and network effects – and crafting creative specifically for those channels. Not “matching luggage,” says Smart, but “how does it to turn up in a way that’s really fit for the channel, fit for the platform … but still laddering up to a core idea.”

Linear TV, he says, doesn’t deliver the mass reach it used to in a single Sunday night hit, but it remains a brand-building cornerstone. “It still plays a critical role, but you’ve got to build around it – it can’t be the silver bullet for reach it used to be.”

Neither can it be a silver bullet for business results if the ads are dull. Emotional, well-crafted storytelling over rational messaging is crucial to moving the needle, says Smart, because “most people aren’t ready to buy now”, so hitting them with rational retail offers is a waste of their time and marketers’ money. “I think most marketers are missing that opportunity,” he suggests.

Play a bigger role

Adrian Swift, Head of Content, Production & Development at Nine, says brand marketers and TV networks are effectively in the same game: Finding audiences across multiple channels through storytelling. Audiences won’t hang around if the stories are boring, says Swift, while Nine CMO Liana Dubois says both the ads and the programming have to be great – because humdrum ad breaks risk people switching channel and crimp the consumer experience.

Swift agrees with Smart that tapping into emotion is key, but “not to be too highfalutin about it.” He says TV has a duty to go beyond emotional resonance and into cultural fabric by telling the human stories and surfacing societal issues that might not otherwise reach a mainstream audience.

Smart says marketers must likewise help to shape culture – and thinks while many CMOs are morphing into chief customer officers, there is a further step required.

“I don’t think it’s enough anymore just to be the voice of the customer as a marketer. I think the unique perspective that marketers can bring – and should bring – is to be the voice of culture. Understand what’s going on in culture,” he says.

“I always say a desk is a dangerous place to do marketing from. Get out and watch the latest Marvel film, go and watch what people are watching on Netflix, watch Swifty’s shows, understand what’s going on in culture, because ultimately brands need to have that cultural lens when we create stuff.

“The truly great brands don’t just reflect what’s happening in culture. They create things that become a part of culture.

“If you can get to that level as a brand, then it creates a whole different level of conversation about your brand, connection with your brand, a really revered place for your brand. For me, that’s the ultimate goal.”

Find untapped niches

Tapping into culture means going beyond mainstream thinking and traditional mainstream audiences. Nine’s Dubois and Swift suggest FAST channels can play a role in packaging those niches to create a richer cultural whole.

“The Olympics is the perfect example of that where Nine will have up to 40 FAST channels – it will be everything from a curling FAST channel [for the Winter Games], the skateboarding channel, to the breakdancing channel – both are new sports for Paris,” says Swift.

“There will be a serious audience for those things, and it means we can go from the macro [of mass audiences] to the non-macro [of deeper, highly engaged niches] and bring them into our world.”

What great integration looks like

In its latest financial filings, Telstra’s CEO called out its “strong” Christmas campaign as driving Q4 results. Smart says the ad – a story of a lost reindeer which ultimately encouraged kids to call Santa for free on Telstra’s payphones – saw those call volumes increase 5x and engagement rocket.

“It’s awesome to have our CEO talk about marketing,” says Smart. “We could have just done classic retail ads like the rest of the category. But we took the opportunity to tell a bigger, richer, emotional story.”

Smart thinks the best example of integration done well lies across the ditch. As an ex-insurance marketer at IAG, he lauds insurer Partners Life’s recent efforts. He reckons it sets the benchmark for TV-brand partnerships.

“They came up with this incredible idea called ‘Last Performance’. They partnered with New Zealand’s most popular murder mystery show, The Brokenwood Mysteries. In each show, someone dies,” says Smart.

“What they did quite brilliantly was at the end of each episode, just before the credits rolled, they brought that person back to life, the actual character – and they talked about how surprised they were that they were dead, and that they should have got life insurance.

“It was seamlessly integrated into the show and they only ran that one spot at the end of each episode. That’s all they did – and it was amazing.

“I think leads to their website were up over 150 per cent. It was incredibly successful and incredibly effective – such a fantastic piece of storytelling and understanding of content.”

What powerful TV looks like

Nine’s Adrian Swift likewise looks overseas for the most powerful piece of storytelling he’s seen of late – ITV’s Mr Bates vs. The Post Office.

The show dramatised a sadly true story of “state and corporate malfeasance”, in which the UK’s Post Office prosecuted sub-postmasters – people running small post offices – for accounting errors that were ultimately the fault of its IT systems, accusing them of theft. “It led to not just prosecution and bankruptcy, but suicide,” says Swift.

Despite the problems being reported on in the UK for years, there was “no real effect,” says Swift.

“Then ITV put out Mr Bates vs. The Post Office and the entire nation sat up and took notice. People were handing back OBEs and MBEs, people were being sacked. Suddenly the earth moved and now they’re all going to be compensated to the tune of millions of pounds,” says Swift.

“That it took a drama on ITV – on free-to-air television with ads – to galvanise a nation in defence of these people who, to this point, hadn’t been properly defended, fascinated me.

“I wasn’t even sure TV still had the power to do that. It turns out it does.”

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Source: OzTam ( 5 City Metro) Nine Primary, 12/02/2023 - 16/04/2023, 01/04/2023 - 02/12/2023, Today, Profile, Reach, Total People, Consolidated 7.

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Of minutes viewed was via a Connected TV in 2023

Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], National, Metro 5 Cities, Regional (Incl WA RoA), Sydney, Melbourne, Brisbane, Adelaide, Perth, Queensland, Northern NSW, Southern NSW, Victoria, Tasmania, Regional WA, Nine Content, 12/02/2023 - 01/04/2023, 16/04/2023 - 02/12/2023, Cumulative Reach, Today, Today Season 2023, Total People, P 18-39, P 25-54, P 55+, GS 18+, Total TV, Consolidated 7. ​OzTam (5 City Metro + Regional Combined Panel) Nine Primary, 12/02/2023 - 16/04/2023, 01/04/2023 - 02/12/2023, Today, Total People, P 18-39, P 25-54, P 55+, GS 18+ w CH, Average Audience, Consolidated 7. ​OzTAM LIVE VPM, Today, 12/02/2023 - 16/04/2023, 01/04/2023 - 02/12/2023, includes co-viewing on connected TV devices.

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13% audience from Sydney and 11% Melbourne

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engagements per month

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our fastest growing online community

53% female and 47% male

Largest demographic is 18-24 (33%) followed closely by 25-34 y.os (26%)

Avg. 3.9M
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Source: Meta Business Suite and TikTok Business Suite (Feb 2024)

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