Rise of the Super Consumer

Meet the Super Consumers

In 2021, Powered by Nine introduced you to the Blindspot in Australian marketing - a high value audience who were under valued and under represented, but worth $2.3 billion in weekly household spend. That blindspot is Australians aged 55-64.

Earlier this year, we partnered with GFK to undertake a new study, taking a deeper dive into the behaviours and impact of the Super Consumer.

Source: ID Consulting, census 2021

Recap on the event

What you need to know

Australia's population is ageing

From 2016 to 2021* Australia’s population has increased by 2.02 million, with 13% of that growth coming from people aged 55-64.

Overall, the median age has increased from 35 to 38 over the past 20 years.

While people aged 25-44 represent the largest age cohort in terms of population (28%), the 45-64 year groups equate to 25%, of which around half are over 55.

Source: ID Consulting, census 2021

Rethinking retirement

The retirement age is the oldest it has been since the early 1970s.

Shift in retirement age since early 2000s:

Men
63.2 > 66.2

Women
61.7 > 64.8

Source: KPMG, Feb 2023. ‘When will I retire?’ Educated Aussies are choosing to work longer. [1] ABS, RBA Mar 2020 'Demographic Trends, Household Finances and Spending'

Highest household income

45-54s record the highest household income and household consumption whilst 55-64s are on par with 35-44s, and increasing at the fastest rate.

Households headed by 55-64s recorded the highest real income growth, and their ability to draw down from their super further fuels consumption growth.

Growth in household consumption can be attributed to lifestyle changes:

Stronger growth in their incomes, compared with other age groups.
Household composition changes, such as children staying at home longer, or increased life expectancy.

Source: ABS, RBA Mar 2020 'Demographic Trends, Household Finances and Spending'

And while most Australians are struggling with the rising cost of living...

55-64s are the resilient super consumers

Less affected by the rising cost of groceries, interest rates, rental rates, and low wage growth

Source: Nine Consumer Pulse survey, March 2023

Report the lowest levels of financial distress (vs. other, younger age groups) and are significantly more likely to report that they have not experienced any financial distress in the last 12 months

Source: GfK Study April 2022

Feeling overall more positive than younger Australians

Source: Nine Consumer Pulse survey, March 2023

Spending habits

In the past 6 months, 45-64s have been spending on a wide range of categories from dining out and beauty to gardening and technology. They have also been spending more on all categories when compared to last year, with 49% having spent more on travel (domestic and overseas). And are spending more on key categories than their younger counterparts.

45-64s spending more when compared to last year vs average

Education
(Higher among 55-64s, x1.4)

Solar power

Experiences and entertainment
(Theatre, cinema, etc. – higher among 55-64s, x1.2)

Furniture
(Higher among 55-64, x1.3)

Technology
(Eg. smartphone, laptop, earphones – higher among 55-64s, x1.2)

Domestic travel/holidays

Source: GfK bespoke survey, April 2023

Despite their higher purchasing power, as consumers they are very similar to some of their younger counterparts

When it comes to brand loyalty, there are many generational similarities

Let us know how much you personally agree or disagree with each.
NET: Agree (%)

Source: GfK bespoke survey, April 2023

Their media consumption is spread across multiple platforms

In a typical week, which, if any of the follow do you read, watch or listen to? (%)

Source: GfK bespoke survey, April 2023

Personal values are relatively consistent across all age groups too

Honesty

Protecting the family

Authenticity

Freedom

Enjoying life

Stable personal relationships

Self-esteem

Friendship

Self-reliance

Working hard

However, when it comes to being green, 45-54s and 55-64s stand out among younger cohorts

Source: GfK Consumer Life, April 2023

Super Consumers are influencers

"My mother bought a car. I recommended Toyota because of its reliability."

Male, 55-64

"Typically mobile phones and what is best for my parents."

Male, 55-64

"My dad has asked me if I knew anything about toasters so I described the toaster (I recently purchased) and where I purchased it from."

Female, 55-64

"I was asked by my parents what streaming products I recommend and I highly recommended Netflix as it is the best brand for streaming the latest movies."

Male, 45-54

Influencing generations before...

...and after them

"My daughter and her wife have just bought their first house. As part of setting up their new home, they have needed to buy new appliances and organise plumbers and electricians. My daughter has asked my opinion on both brands and contractors to help her make decisions on what to purchase and who from. I have been happy to help with that as I know she values my opinions gained from life experience."

Male, 55-64

"I have advised my adult daughters on recommendations for things like insurance, supermarket products like brands of tea and coffee to just name a couple...

Also, my experiences with my laptop brand and the store I bought it from."

Female, 55-64

"My daughter admired my coffee machine. I explained its features and what was needed for the average coffee buff. We discussed brands that she had been looking at in comparison to what I had."

Female, 45-54

"My son has wanted to purchase the same sort of fridge that I had just bought. So, I guided him on what to look for in a fridge and the companies/websites to look at or avoid."

Female, 55-64

Source: GfK bespoke survey, April 2023 qualitative interviews

And their influence is not limited to their immediate family

2 in 5

(45-64s)

told us they are involved in the purchase of brands/products for their family and friends

1 in 3

(45-64s)

said that they actively talk about experiences they have with brands, products or services

Source: GfK bespoke survey, April 2023

Super Consumers are...

Financially
resilient

Informed and engaged

Highly
influential

Now is the moment to re-think 'how we've always done it.'

For further information on the research, contact your Nine representative or complete the form. A member of the team will be in touch.

Nine’s Q1 Ratings 2023

42.5% comm share
Linear TV People 25-54

56.5% comm share
BVOD People 25-54

With more hit programs than any other network, the 9Network has enjoyed its best ever start to the year since the inception of OzTAM in 2001, together with record streaming numbers on 9Now.

At the conclusion of Quarter One of 2023, the 9Network is a dominant No.1 on linear television with People 25-54, 16-39, Grocery Shopper + Child and Total People, while 9Now is trouncing the opposition as Australia’s outright No.1 CFTA BVOD platform with all key demos and Total People.

The unassailable combination of the 9Network’s market leading television network, coupled with the country’s favourite CFTA BVOD platform, make for a truly powerful Total TV proposition.

The bumper free-to-air and commercial shares achieved by the 9Network are the highest on record at this point of the year.

Across both the calendar year and the survey year, the 9Network has blitzed all opposition.

The 9Network and Nine’s primary channel have won every week of the ratings survey period with all key demographics and Total People.

The biggest Total Television audiences
are right here on Nine

200722_Nine_Executives_Michael_Healy_0736

Michael Healy, Nine's Director of Television, said: “These results are nothing short of phenomenal. To have achieved our best first quarter on record is a real credit to everyone at Nine and to our production partners for creating such engaging programming that has resonated so strongly with the Australian public. We don’t take the loyalty of our viewers for granted and look forward to providing even more compelling viewing moments in the coming months.”

200722_Nine_Executives_Michael_Stephenson_0054

Michael Stephenson, Nine’s Chief Sales Officer, said: “At the beginning of the year we said Nine would be the safest bet for Australian advertisers and after the first quarter there is absolutely no doubt that we have delivered the biggest audiences across our Total Television platforms. Married At First Sight has delivered year-on-year growth across Total Television, the NRL has got off to an absolute flyer delivering year-on-year growth across Total Television and we’ve still got Lego Masters, Parental Guidance and The Summit all to come over the course of the next three months, in addition to the NRL State of Origin, and news and current affairs. We are up to 10 points ahead of our nearest competitor in audience share – if you want consistency of audience, Nine is the only place to come.”

Linear Television – Network commercial shares
6pm to midnight - 2023 calendar year

18:00-MN	Network	Network	Network
25-54	42.5%	31.4%	26.1%
16-39	43.3%	31.1%	25.7%
GS + CH	45.0%	30.9%	24.1%
Total People	42.0%	36.7%	21.3%

Source: OzTAM Metro Total TV, 5 City Metro, Consolidated 28 (as at 31/03/2023), CYTD as at 31/03/2023, Total Individuals/P25-54/P16-39/GS+Ch, Nine Network/Seven Network/10 Network, 18:00-23:59:59, Commercial Share.

Linear Television – Network commercial shares
6pm to midnight - 2023 survey year

18:00-MN	Network	Network	Network
25-54	42.7%	30.4%	26.8%
16-39	42.9%	30.5%	26.6%
GS + CH	45.9%	29.4%	24.7%
Total People	42.3%	36.1%	21.7%

Source: OzTAM Metro Total TV, 5 City Metro, Consolidated 28 (as at 31/03/2023), SYTD as at 31/03/2023, Total Individuals/P25-54/P16-39/GS+Ch, Nine Network/Seven Network/10 Network, 18:00-23:59:59, Commercial Share.

Linear Television - Free-to-air network shares
6pm to midnight - 2023 calendar year

18:00-MN	Network	Network	Network	Network	Network
Ppl 25-54	34.3%	25.4%	21.1%	12.2%	7.1%
Ppl 16-39	35.9%	25.8%	21.3%	11.6%	5.5%
GS + Child	36.7%	25.2%	19.6%	12.3%	6.2%
Total Ind.	30.8%	26.8%	15.6%	17.9%	8.9%

Linear Television - Free-to-air network shares
6pm to midnight - 2023 survey year

18:00-MN	Network	Network	Network	Network	Network
Ppl 25-54	34.5%	24.6%	21.7%	12.6%	6.6%
Ppl 16-39	35.6%	25.3%	22.1%	11.8%	5.1%
GS + Child	37.6%	24.1%	20.2%	12.4%	5.7%
Total Ind.	30.9%	26.4%	15.8%	18.4%	8.5%

Australia's No.1 CFTA
Broadcast Video on Demand Platform

9Now is enjoying its best ever start to the year with record viewing

More than 5.4 billion minutes of content has been streamed on 9Now in 2023 – a year-on-year increase of 14%.

9Now has won every week of the year-to-date against its commercial free-to-air competitors with People 25-54, 18-39 and Total People.

Broadcast Video on Demand commercial shares
2023 survey year


Ppl 25-54	56.5%	28.1%	15.4%
Ppl 18-39	60.8%	25.2%	14.0%
Total People	55.5%	29.3%	15.3%

Source: OzTAM Live + VOD VPM, CFTA Only, 1 Jan – 30 Mar 2023, metric; minutes, includes covieiwng on connected tv devices

Australia's undisputed No.1 program in Q1 is Married at First Sight

MAFS currently has a Total TV average audience of 2.023 million viewers per episode – up 5% year-on-year.

MAFS currently has an average BVOD audience of 658,000 per episode, indicating a third of the program’s audience is streaming it on 9Now.

The blockbuster program will come to an explosive conclusion over two massive episodes this Sunday and Monday.

Also performing strongly for Nine in Q1 were

Big Miracles – Total TV average audience of 707,000 viewers per episode

The Hundred with Andy Lee - Total TV average audience of 673,000 viewers per episode

Under Investigation with Liz Hayes - Total TV average audience of 667,000 viewers per episode

A Current Affair is Australia’s No. 1 public affairs program with a Total TV average audience of 884,000 viewers per episode since new host Ally Langdon joined the show. On Monday of this week, A Current Affair recorded its highest rating episode of the year with an average audience of 1.1 million.

The new-look Today show, with Karl Stefanovic and Sarah Abo, is winning the breakfast slot across the combined East Coast capitals of Sydney, Melbourne and Brisbane. Each week, the Today show reaches an average of 1.6 million viewers.

And Nine's coverage of the NRL season (Rounds 1-4) has audiences up 12% year-on-year across Total TV.

Source: OzTam Metro + Regional Data, 5 City Metro + Combined Agg Markets, Total People, Overnight + Timeshift to 28; OzTAM Live + VOD VPM, Consolidated 28, includes coviewing on connected tv devices, Married at First Sight (30/01/2023 - 1/03/2023), Big Miracles (6/02/2023 - 20/03/2023), The Hundred with Andy Lee (7/02/2023 - 28/03/2023), Under Investigation (8/02/2023 - 29/03/2023); OzTAM Live + VOD VPM, Consolidated 28, Married at First Sight Season 10, 30/01/2023 - 29/03/2023), includes coviewing on connected tv devices; OzTam Metro + Regional Data, 5 City Metro + Combined Agg Markets, Total People, Overnight + Timeshift to 28; OzTAM Live VPM, includes coviewing on connected tv devices, Today Show (2/01/2023 - 29/03/2023), A Current Affair (30/01/2023 - 29/03/2023)

For more information

Terry Stuart
Senior Communications Manager
tstuart@nine.com.au

Adrian Motte
Senior Communications Manager
amotte@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.

9Now: Step into the future of television

Today’s television is live, live streaming and on demand. With a combination of new, innovative solutions, underpinned by Australia’s most loved premium content that consistently captivates high-value audiences, 9Now is at the forefront of the digital television evolution.

Consistency in content and audience is what we do best

Australia’s most loved content produces BIG audiences, all year long. 9Now is leading the Broadcast Video on Demand category in reach of total audience and the key advertising demographics. Plus, we're growing exponentially.

With changing viewing behaviour, we're breaking records across minutes consumed and streams. All this, with a strategy in place to further expand our platform's distribution this year, makes for a marketing powerhouse for brands.

9Now is
Australia's No.1
BVOD platform

CFTA Share

25-54 Demo

18-39 Demo

Source BVOD: OzTAM Live + VOD VPM, CFTA , 1 Jan - 31 Jul 2023, includes coviewing on connected tv devices

We're breaking live streaming records & our audiences are just getting bigger

We know that

of Nine's total television audience watched sporting events on 9Now in the last 2 months

State of Origin Series 2023

Year-on-year growth

Highest ever live BVOD audience of all time (Game 2)

NRL Premiership
2023 (Rounds 1 -22)

Year-on-year growth

323 Million
live minutes viewed (+36% year-on-year)

Men's Final
2023

Year-on-year growth

Highest live BVOD audience ever
recorded for an Australian Open match

Women's Final
2023

Year-on-year growth vs Women's Final 2021

2^nd highest Australian Open Women’s Final live BVOD audience ever recorded

Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], National, Total TV, Cumulative Reach (000s), Total People, 02:00 - 26:00, 1 Jun- 31 Jul 2023, When Watched (BVOD), Genre Group Included: Sports Event, Special Sports Event, Other Sports VOZ Data 5.0 © OzTAM Pty Limited [2023]. TVMAP VOZ ANALYSER, NATIONAL, CY 2022 complete & CYTD 2023, S-S 0200-2559, Network Nine & Affiliates, Total TV, TV, BVOD, Cumulative Reach build by date throughout course of NRL Season, based on Matching "Primary Description records = contains FRIDAY NIGHT NRL GOLDEN, KNOCK OFF, ANZAC DAY FOOTY, NRL LIVE, NRL GRAND FINAL, RUGBY LEAGUE FINAL SERIES, STATE OF ORIGIN RUGBY LEAGUE, Multiple Demos, When Watched BasisOzTAM Live VPM, NRL Matches Only, 2/3/2023 - 30/7/2023 v 10/3/2022 - 14/8/2022, metric minutes, includes coviewing on connected tv devices Australian Open: OzTAM Live VPM, Australian Open, 16/1/2023 – 29/1/2023 v 17/1/2022 – 30/1/2022 & 8/2/2021 – 21/2/2021 & 20/1/2020 - 2/2/2020, includes coviewing on connected tv devices; OzTAM Live VPM, Australian Open Women’s Final, 28/1/2023 v 29/1/2022 & 20/2/2021 & 1/2/2020; 28/1/2023 v 20/2/2021, includes coviewing on connected tv devices. Metro, OzTAM Overnight Data. see https://lnkd.in/gV-BdUZi for details: Regional, Regional TAM Overnight Data. See https://lnkd.in/g35JDfV2 for details. OzTAM LIVE VPM, Dec 2019 - YTD, duration 10+ minutes, includes co-viewing on connected TV devices, 12 July 2023 based on pre logs. OzTAM LIVE VPM, 1 Jan - 12 July 2023, duration 10+ minutes, includes co-viewing on connected TV devices, 12 July 2023 based on pre logs. OzTAM LIVE VPM, 31/05/2023, 21/06/2023, 12/07/2023 v 8/06/2022, 26/06/2022, 13/07/2022, includes co-viewing on connected TV devices, 12 July 2023 based on pre logs.

We know that 1 in 3 of Nine’s total television audience aged 18-39 watches via 9Now each month

Year-on-year growth

Highest ever live BVOD audience
recorded for a MAFS launch episode

Year-on-year growth

73.9 Million
live minutes viewed

Source TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], National, Total TV, Cumulative Reach (000s), Total People, 02:00 - 26:00, 1 Jan - 31 Jul 2023, When Watched (BVOD), MAFS: OzTAM Live VPM, Nine Only, Married at Frist Sight, 30/1/2023 v 30/1/2022 & 22/2/2021 & 3/2/2020, includes coviewing on connected tv devices. Source Travel Guides: OzTAM LIVE + VOD VPM, Travel Guides, 19/04/2023 - 14/06/2023 v 30/03/2022 - 25/05/2022 (Ep 1-3), 27/04/2022 - 1/06/2022 (Ep 4-6), 17/05/2022 - 24/05/2022 (Ep 7), 18/05/2022 (Ep 8), includes co-viewing on connected TV devices.

9Now is where the best of television and the best of digital align

In 2023, we have brought to life world class ad products and experiences to fully immerse both audiences and brands. In an Australian first for Broadcast Video on Demand platforms, 9Now has put users in control of their viewing experience. A transformation that provides audiences with the simplicity of broadcast television plus the convenience, immediacy, and interactivity of the digital world.

An Australian first transformation

NEW dynamic homepage transformation, allowing viewers to dive into 9Now with live content streaming in full HD

NEW 'start over' function, allowing audiences to control their free-to-air live streaming experience like never before

NEW 24/7 free ad-supported streaming TV (FAST) channels with exclusive additional content

NEW opportunities for advertisers with interactive shoppable ads on CTV & enhanced targeting capabilities

The 9Now homepage experience is almost here

Thanks to our Broadcast 2.0 capabilities, we have reshaped our sponsorship products across the new 9Now. Integrating brands into the live stream in new ways, delivering more reach and providing more opportunity to create a deeper connection with our audience.

Our digital solutions are leading the way

9Now is at the heart of Australian homes

We are continuing to expand the distribution of 9Now across more Connected TV devices, ensuring we are at the heart of every Australian home. We have recently integrated into over 1 million Foxtel IQ boxes and over half a million Hisense screens. Plus, we feature within the newly Australian launched Roku interface.

We're entertaining 14 million

authenticated single sign on users

Addressability has been ingrained into 9Now since day one in 2016. This, in combination with owning the largest content digital ecosystem in Australia, delivers the most advanced addressability into Australian Living Rooms at scale.

Australia's most loved content belongs here

9Now is a streaming first destination designed for audiences to immerse themselves in their most loved programs anywhere, anytime, on the device of their choosing. Across a world of news, sport and entertainment, 9Now features the most recognised content and biggest live events, both locally and internationally produced.

Your story could be told to millions of actively engaged streamers, alongside the country’s biggest marketing moments in 2024.

Still to come on 9Now in 2024

Explore our brands

It’s time to unlock the power of 9Now’s content, audience and innovation to drive BIG numbers online and extend your linear television reach.

Send us an enquiry or talk to your Nine representative today for a tailored response.

Powered Predicts 2023

Powered Predicts is the culmination of an extensive body of research that seeks to underpin the emerging trends in media, marketing and advertising, designed to help your brand step into 2023 ahead of the game.

The butterfly effect of the last few years has taught us that each action has a consequence

As we continue to liberate ourselves from the things that no longer serve us, we are considering new ways of living, working, creating, co-operating, and communicating – with brands, each other, and the wider world.

2023 is expected to be a year of increased uncertainty, therefore it's only natural that we are more considered in our choices. Considered because we want to get it right but also because we can't really afford to get it wrong.

Powered Predicts trends surface organically from a broad spectrum of sources and tell the story of people and their relationship with their environment, technology, brands, and each other.

The butterfly effect of the last few years has taught us that each action has a consequence

Powered Predicts trends surface organically from broad spectrum of sources and tell the story of people and their relationship with their environment, technology, brands, and each other.

Toby Boon

Director of Strategy & Creative Solutions, Powered by Nine

Now in its third year, Powered Predicts is an ongoing trend-tracking initiative from Powered by Nine’s Strategy & Creative Solutions team. The project’s focus is to identify the key cultural trends which we believe will build momentum over the next twelve months, and unpack what they mean for Australia’s marketers and their agencies.

To inform these predictions, the team draws on consumer research and category shifts, creative effectiveness studies, cultural forecasting, and the business objectives driving advertisers’ media briefs. This means that our “top 9” list is eclectic and reflects the diverse range of sources and analysis that shape it. From the re-evaluation of “value” to choice paralysis, from new rules for personal relationships to the growing role that pets play in purchase decisions, Powered Predicts offers brands an intriguing and invaluable glimpse into the year ahead.

Now in it’s third year, Powered Predicts is an on-going trend-tracking initiative from Powered by Nine’s Strategy & Creative Solutions team. The project’s focus is to identify the key cultural trends which we believe will build momentum over the next twelve months, and unpack what they mean for Australia’s marketers and their agencies.

To inform these predictions, the team draws on consumer research and category shifts, creative effectiveness studies, cultural forecasting and the business objectives driving advertisers’ media briefs. This means that our “top 9” list is eclectic, but it reflects the diverse range of sources and analysis that shaped it. From the re-evaluation of “value” to choice paralysis; from new rules for personal relationships to the growing role that pets play in purchase decisions, Powered Predicts offers brands an intriguing and invaluable glimpse into the year ahead.

Tony Boon

Director of Strategy and Insights, Powered

To explore the future together, and delve deeper into these trends, please request a tailored presentation by completing this form.

Nine’s End of Year Ratings 2022

The 9Network has retained its coveted status as Australia's No.1 Network with all key demographics in 2022

The 9Network is Australia’s No.1 network, with Nine’s clear strategy of creating and distributing Australia's most watched content year round. The end of the 2022 ratings survey year marks the fourth consecutive year the 9Network has made a clean sweep of all key demos. 9Now is the clear No.1 commercial BVOD platform.

Network

with all key demographics 25-54, 16-39, GS + Child across calendar year.

Network

with Total People across calendar year.

Primary Channel

with all key demographics and Total People - across both calendar year and ratings survey period.

Commercial free-to-air BVOD platform

9Now - with all key demographics and Total People.

Network & Primary Channel

with all key demographics and Total People - across both calendar year and ratings survey period (excluding Commonwealth Games).

Highest rating program of the year

The Australian Open Women’s Final - Presentation recorded a Total TV audience of 4.1 million.

Highest rating non-sports program of the year

The Block - Winner Announced with a Total TV audience of 2.664 million.

In 2022, 9Now has recorded Live + VOD minutes

A year-on-year increase of 19%.

Live streaming on 9Now has driven the huge increase with streamed in 2022 to date

A year-on-year increase of 50%.

Channel 9 has programs of 2022

with Total People and 17 of the Top 20 programs with People 25-54 and 16-39, including all five of the Top 5.

The biggest moments of Australian TV
start right here on Nine

In 2022, Channel 9 can lay claim to the highest rating program of the year with the Australian Open Women’s Final - Presentation recording a Total TV audience of 4.1 million. It was the highest rating Australian Open Women’s Final of all time and recorded the highest live BVOD audience of the Australian Open ever, with 241,000 people tuning in on 9Now.

The all-Aussie Men’s Doubles Final was the highest rating Australian Open Men’s Doubles match of all time. It drew a national Total TV average audience of 2.5 million.

The combination of the Women’s Final and the Men’s Doubles Final on Saturday, January 29 gave the 9Network the highest primetime commercial shares in OzTAM history with People 25-54 (81.2%), 16-39 (84.9%) and Total People (78.6%).

Our broadcast of the Men’s Final of the Australian Open achieved a national Total TV average audience of 2.3 million. It was the highest rating Men’s Final in four years. On 9Now, the Men's Final recorded a Live BVOD Audience of 227,000 – a year-on-year increase of 157% and the highest live BVOD Audience of an Australian Open Men’s Final ever.

The Block - Winner Announced is the highest rating non-sports program of the year with a Total TV audience of 2.664 million.

Channel 9 has 16 of the Top 20 programs of 2022 with Total People and 17 of the Top 20 programs with People 25-54 and 16-39, including all five of the Top 5.

The continued dominance of the 9Network is driven by a powerhouse of the biggest shows on Australian television.

Married at First Sight achieved a Total TV average audience of 1.995 million per episode - an increase of 55% on its overnight audience. An average of 547,000 viewers watched each episode on 9Now.

Underbelly: Vanishing Act is the highest rating new Australian drama launch in three years (5 City Metro). Across its two episodes, it achieved a Total TV average audience of 1.621 million - an increase of 60% on its overnight audience. An average of 358,000 viewers watched each episode on 9Now.

In its incredible 18th series, The Block achieved a Total TV average audience of 1.607 million per episode - an increase of 35% on its overnight audience. An average of 274,000 viewers watched each episode on 9Now.

Lego Masters achieved a Total TV average audience of 1.284 million per episode - an increase of 49% on its overnight audience. An average of 182,000 viewers watched each episode on 9Now.

Travel Guides achieved a Total TV average audience of 1.165 million per episode - an increase of 35% on its overnight audience. An average of 140,000 viewers watched each episode on 9Now.

Australian Ninja Warrior achieved a Total TV average audience of 872,000 per episode - an increase of 23% on its overnight audience. An average of 85,000 viewers watched each episode on 9Now.

Beauty & The Geek Australia achieved a Total TV average audience of 826,000 per episode - an increase of 37% on its overnight audience. An average of 147,000 viewers watched each episode on 9Now.

Celebrity Apprentice Australia achieved a Total TV average audience of 737,000 per episode - an increase of 33% on its overnight audience. An average of 108,000 viewers watched each episode on 9Now.

My Mum Your Dad has achieved a Total TV average audience of 725,000 per episode (to date) - an increase of 38% on its overnight audience. An average of 154,000 viewers watched each episode on 9Now.Love Island Australia is a smash hit on 9Now, averaging 275,000 viewers per episode on the BVOD platform.

Michael Healy, Nine’s Director of Television, said: “I’m so incredibly proud of the efforts of everyone in the broader Nine family. Their tireless work and boundless creativity have once again cemented our dominance across digital and linear viewing. Throughout 2022, night in, night out, our programs have consistently won the key demographics while dominating water-cooler conversations across the country. As always, I’d also like to thank our production partners who have helped to deliver content that engages, informs and entertains.”

Michael Stephenson, Nine’s Chief Sales Officer, said: “It doesn't matter how you want to look at it or how you want to cut the numbers, for the fourth year in a row, Nine is the undisputed leader. Number 1 16-39, number 1 25-54, number 1 Grocery Shopper with Child and number 1 in BVOD. We've got the biggest formats. We dominate from the beginning of the year until the end of the year. We've got the most consistent schedule, available across every screen. And next year is going to be even bigger.”

Linear Television – Network commercial shares
6pm to midnight - 2022 survey year

18:00-MN	Network	Network	Network
25-54	38.2%	34.5%	27.3%
16-39	37.4%	35.3%	27.2%
GS + CH	40.0%	34.1%	25.9%
Total People	38.6%	39.1%	22.2%

Source: OzTAM Metro 5 City, Ratings Survey Year, 6 February – 21 November 2022, excluding Easter 10/4/2022 – 23/4/2022, 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 22 November 2022

Linear Television – Primary channel commercial shares
6pm to midnight - 2022 survey year

18:00-MN
25-54	28.1%	24.4%	18.2%
16-39	28.5%	25.0%	18.2%
GS + CH	30.5%	25.1%	17.6%
Total People	27.9%	27.4%	14.5%

Source: OzTAM Metro 5 City, Ratings Survey Year , 6 February – 21 November 2022, excluding Easter 10/4/2022 – 23/4/2022, 18:00 – 23:59, Nine Primary, Seven Primary, 10 Primary, Key Demos + Total People, Commercial Share, Consolidated 28 as at 22 November 2022

Linear Television – Network commercial shares
6pm to midnight - 2022 calendar year

18:00-MN	Network	Network	Network
25-54	38.8%	33.9%	27.3%
16-39	38.2%	34.8%	27.0%
GS + CH	40.2%	33.8%	26.0%
Total People	39.1%	38.6%	22.4%

Source: OzTAM Metro 5 City, 1 January 2022 – 21 November 2022, 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 22 November 2022

Linear Television – Primary channel commercial shares
6pm to midnight - 2022 calendar year

18:00-MN
25-54	28.5%	23.9%	18.3%
16-39	28.9%	24.7%	18.1%
GS + CH	30.6%	24.8%	17.6%
Total People	28.2%	26.9%	14.6%

Source: OzTAM Metro 5 City, 1 January 2022 – 21 November 2022, 18:00 – 23:59, Nine Primary, Seven Primary, 10 Primary, Key Demos + Total People, Commercial Share, Consolidated 28 as at 22 November 2022

Broadcast Video on Demand commercial shares
2022 calendar year


25-54	49.9%	35.3%	14.8%
18-39	52.1%	34.4%	13.6%
Total People	49.1%	36.1%	14.8%

Source: OzTAM Live + VOD VPM, 1 January 2022 – 22 November 2022. Metric: CFTA Minutes, duration 0+, includes coviewing on Connected TV

Linear Television - Free-to-air network shares
6pm to midnight - 2022 survey year

18:00-MN	Network	Network	Network	Network	Network
Ppl 25-54	30.8%	27.8%	22.0%	12.4%	7.0%
Ppl 16-39	30.4%	28.7%	22.1%	12.5%	6.3%
GS + Child	32.1%	27.4%	20.8%	13.1%	6.6%
Total Ind.	28.6%	29.0%	16.4%	17.1%	8.9%

Source: OzTAM Metro 5 City, Ratings Survey Year, 6 February – 21 November 2022, excluding Easter 10/4/2022 – 23/4/2022, 18:00 – 23:59, Network Nine, Network Seven, Network 10, ABC Network, SBS Network, Key Demos + Total People, FTA Share, Consolidated 28 as at 22 November 2022

Linear Television - Free-to-air primary channel shares
6pm to midnight - 2022 survey year

18:00-MN
Ppl 25-54	22.7%	19.6%	14.7%	7.1%	3.2%
Ppl 16-39	23.1%	20.3%	14.8%	6.6%	2.7%
GS + Child	24.5%	20.2%	14.1%	6.8%	3.1%
Total Ind.	20.6%	20.3%	10.7%	11.9%	5.0%

Source: OzTAM Metro 5 City, Ratings Survey Year, 6 February – 21 November 2022, excluding Easter 10/4/2022 – 23/4/2022, 18:00 – 23:59, Nine Primary, Seven Primary, 10 Primary, ABC Primary, SBS Primary, Key Demos + Total People, FTA Share, Consolidated 28 as at 22 November 2022

Linear Television - Free-to-air network shares
6pm to midnight - 2022 calendar year

18:00-MN	Network	Network	Network	Network	Network
Ppl 25-54	31.3%	27.4%	22.1%	12.2%	7.0%
Ppl 16-39	31.1%	28.4%	22.0%	12.2%	6.3%
GS + Child	32.4%	27.2%	20.9%	12.9%	6.6%
Total Ind.	29.0%	28.6%	16.6%	16.9%	8.9%

Source: OzTAM Metro 5 City, 1 January 2022 – 21 November 2022, 18:00 – 23:59, Network Nine, Network Seven, Network 10, ABC Network, SBS Network, Key Demos + Total People, FTA Share, Consolidated 28 as at 22 November 2022

Linear Television - Free free-to-air primary channel shares
6pm to midnight - 2022 calendar year

18:00-MN
Ppl 25-54	23.0%	19.3%	14.8%	6.9%	3.1%
Ppl 16-39	23.6%	20.1%	14.7%	6.4%	2.6%
GS + Child	24.6%	19.9%	14.2%	6.7%	3.0%
Total Ind.	20.9%	20.0%	10.8%	11.7%	5.0%

Source: OzTAM Metro 5 City, 1 January 2022 – 24 November 2022, 18:00 – 23:59,Nine Primary, Seven Primary, 10 Primary, ABC Primary, SBS Primary, Key Demos + Total People, FTA Share, Consolidated 28 as at 25 November 2022

Nine has the biggest shows in Australia

No. 1 reality television series - Married at First Sight

No. 2 reality television series - The Block

No. 2 new reality television series - My Mum Your Dad

No. 1 light entertainment series - Lego Masters

No. 1 drama special event - Underbelly: Vanishing Act Part 1 & 2

No. 2 commercial free-to-air drama - The Thing About Pam

No. 1 new commercial free-to-air Australian drama - After the Verdict

No. 1 current affairs program - A Current Affair

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

No. 1 sports event - 2022 Australian Open Women's Final - Barty v Collins

No. 2-4 winter sporting event - State of Origin I, II, III

Source: OzTAM Metro (5 City Metro) + Regional TAM Regional (Combined Agg Mkts), 1 Jan - 23 Nov 2022, excludes "ENCORE" "RPT" "R" "MASTERCLASS", Programs grouped based on primary description and by genre (L1 / L2 where applicable / L3 where applicable), FTA primary + multi channels, Total People, AUD (ranked on Metro + Regional), consolidated 28 data (at 24 Nov 22)

Nine's Top Non-Sport Programs 2022

RANK	PROGRAM	TOTAL TV	UPLIFT ON OVERNIGHT
1	MARRIED AT FIRST SIGHT	1,996,000	55%
2	UNDERBELLY: VANISHING ACT	1,621,000	60%
3	THE BLOCK	1,607,000	35%
4	LEGO MASTERS	1,283,000	49%
5	62ND ANNUAL TV WEEK LOGIE AWARDS	1,240,000	7%
6	THE FUNERAL OF HM QUEEN ELIZABETH II	1,230,000	12%
7	NINE NEWS SUNDAY	1,221,000	4%
8	THE FUNERAL OF HM QUEEN ELIZABETH II -ARRIVAL	1,216,000	10%
9	62ND ANNUAL TV WEEK LOGIE AWARDS -ARRIVALS	1,212,000	7%
10	THE FUNERAL OF HM QUEEN ELIZABETH II -PROCESSION	1,181,000	11%
11	TRAVEL GUIDES	1,165,000	35%
12	NINE NEWS	1,135,000	3%
13	NINE NEWS 6:30	1,121,000	4%
14	A CURRENT AFFAIR	930,000	5%
15	NINE NEWS SATURDAY	919,000	3%
16	60 MINUTES - THE GREAT DEBATE	919,000	13%
17	AUSTRALIAN NINJA WARRIOR	872,000	23%
18	60 MINUTES	854,000	17%
19	BEAUTY AND THE GEEK	826,000	36%
20	AUSTRALIAN NINJA WARRIOR -RECORD BREAKERS	778,000	21%

Source: OzTAM Metro (5 City Metro) + Regional TAM (Combined Agg Mkts), 1 Jan - 23 Nov 2022, Nine/9GO!/9Gem/9Life/9Rush, excludes ENCORE/RPT/(R) & Genres Sports/Other Sports/Special Sports Events, Total People, AUD (ranked on metro + regional C28 data), overnight + time shift 28. Data as at 24 Nov 2022

Source: OzTAM Live + VOD VPM, Consolidated 28, Nine Only, 1 Jan - 19 Nov 2022, includes coviewing on connected tv devices

Nine's Top Sport Programs 2022

RANK	PROGRAM	TOTAL TV
1	2022 AUSTRALIAN OPEN D13 - WOMEN'S FINAL - PRESENTATION	4,128,000
2	2022 AUSTRALIAN OPEN D13 - WOMEN'S FINAL - BARTY V COLLINS	3,835,000
3	STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 2ND -MATCH	3,026,000
4	STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 3RD - MATCH	3,074,000
5	STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 1ST - MATCH	2,954,000
6	NRL GRAND FINAL DAY - MATCH	2,759,000
7	2022 AUSTRALIAN OPEN D13 - MEN'S DOUBLES FINAL	2,482,000
8	2022 AUSTRALIAN OPEN D14 - MEN'S FINAL	2,333,000
9	2022 AUSTRALIAN OPEN D11 - NIGHT	2,180,000
10	NRL GRAND FINAL DAY - PRESENTATION	2,212,000
11	2022 AUSTRALIAN OPEN D9 - NIGHT	1,789,000
12	2022 AUSTRALIAN OPEN D13 - WOMEN'S FINAL - PRE MATCH	1,690,000
13	STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 2ND - PRE MATCH	1,645,000
14	STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 1ST - PRE MATCH	1,629,000
15	NRL GRAND FINAL DAY - ENTERTAINMENT	1,548,000
16	2022 AUSTRALIAN OPEN D7 -NIGHT	1,463,000
17	2022 AUSTRALIAN OPEN D11 - NIGHT PRE MATCH	1,450,000
18	STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 3RD - PRE MATCH	1,532,000
19	2022 AUSTRALIAN OPEN D11 - NIGHT SESSION 2	1,317,000
20	2022 AUSTRALIAN OPEN D13 -MEN'S DOUBLES FINAL - PRESENTATION	1,314,000

Source: OzTAM Metro (5 City Metro) + Regional TAM (Combined Agg Mkts), 1 Jan - 23 Nov 2022, Nine Network + Nine Network Content Affiliates, only includes genres Sports/Other Sports/Special Sports Events, Total People, AUD (ranked on metro + regional), consolidated 28. Data as at 24 Nov 2022

Source: OzTAM Live VPM, Nine Only, 1 Jan - 19 Nov 2022, includes coviewing on connected tv devices

For more information

Terry Stuart
Senior Communications Manager
tstuart@nine.com.au

Adrian Motte
Senior Communications Manager
amotte@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.

Nine Upfront 2023

Our Purpose

At Nine, we shape culture by sparking conversations, challenging perspectives, informing and entertaining our communities.

We bring people together by celebrating the big occasions and connecting the everyday moments.

Australia belongs here.

Recap on Nine Upfront 2023

Find out more about Nine's 2023 key announcements.

Click Here

Contact us for more information on how your brand can leverage the power of Nine in 2023 to deliver real business outcomes.

Loved by Aussies Made for Brands

Tell your story
with Nine in 2022

To build your brand and drive a positive sales impact, you need to think Total TV. And there’s nowhere like Nine that has television in all shapes and sizes covered.

We can help you craft your brand story in and around some of Australia’s biggest marketing moments, in the most effective way possible.

So why wait? Grow your brand with Nine by unlocking the power of content that Aussies love to watch, combined with the reach and scale of Total TV.

TV's biggest moments
start right here

From My Mum Your Dad, Love Island Australia, Snackmasters, LEGO® Masters Bricksmas and more still to come, there’s plenty of opportunity available to harness the power of great Australian content with Nine.

Still to come in 2022

All

Schedule is indicative only. Subject to change.

With Nine you reach the
audience you are chasing

LINEAR TELEVISION - NETWORK COMMERCIAL SHARE
SURVEY YEAR TO DATE

18:00-MN
P25-54	38.4%	34.3%	37.3%
P16-39	37.6%	35.1%	27.3%
GS+CH	40.1%	33.9%	26.0%

Source: OzTAM Metro 5 City, Network Nine, Network Seven, Network 10, Channel 9, Channel 7, Channel 10, Key Demos, Commercial Share, 18:00 – 22:29, Consolidated 7 as at Saturday 19/11/2022.

LINEAR TELEVISION - PRIMARY CHANNEL COMMERCIAL SHARE
SURVEY YEAR TO DATE

18:00-MN
Total People	28.0%	27.3%	14.5%
P25-54	28.2%	24.3%	18.3%
P16-39	28.6%	24.9%	18.3%
GS+CH	30.6%	25.0%	17.6%

Source: OzTAM Metro 5 City, Channel 9, Channel 7, Channel 10, Key Demos + Total People, Primary Channel Commercial Share, 18:00 – 22:29, Consolidated 7 as at Saturday 19/11/2022.

BVOD COMMERCIAL SHARES:
2022 RATINGS SURVEY PERIOD

LIVE + VOD
Total People	48.3%	37.1%	14.5%
People 25-54	49.2%	36.3%	14.5%
People 18-39	51.3%	35.5%	13.3%

Source: OzTAM Live + VOD VPM, CFTA Only, 6 Feb - 9 Apr & 24 Apr - 19 Nov 2022, metric minutes, includes coviewing on connected tv devices.

Australian content delivers
real, effective outcomes

Check out some of the ways we've helped brands connect utilising the biggest TV formats in Australia

An all-encompassing plan of integration leveraging Alicia Molik allowed Swinburne Online to tell a deeper story

The Nine and Swinburne Online integrated partnership included ‘Quality Coaching’ content led by Alicia Molik, adding depth to Swinburne’s teaching quality message, distributed at scale.

Check out how Swinburne Online aligned with 'analyser' technology across broadcast and Wide World of Sports digital channels. More.

Domain's in-program integration was celebrated across the entire season of The Block

A partnership between Australia’s home of property, Domain, and Australia’s longest running renovation program, The Block, was the perfect match. A campaign designed to showcase all the ways Domain and their products can help property owners and seekers buy, rent, or sell their home with ease.

Check out how Domain’s in-program integration was built out across the entire Block journey. More.

The power of an NRL Finals sponsorship in delivering high impact marketing moments

DoorDash wanted to position their brand as the NRL’s only convenience ‘On-demand Delivery Partner’ providing enhanced services through broader retail partnerships.

Nine's solution leveraged the power of integrated broadcast assets including a situational content series with Nine talent and AR ball delivery.

The result? A significant increase in awareness, consideration and the largest number of new users acquired in one day during the NRL Grand Final activations on Nine. More.

Explore Brands

It's time to unlock the power of content Aussies love with Australia's leading Total TV broadcaster.

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

Mid-Year Ratings 2022

NINE IS NO.1 IN 2022

Nine is again the number one network in all key metrics at the halfway point of 2022.

We have dominated the national conversation with the era-defining Ash Barty win at the Australian Open to the record-breaking season of Married At First Sight and top-rating local drama in Underbelly: Vanishing Act.

We continue to be the place where Australians share in the moments that matter. Nine is number one in 25-54's, 16-39's and Total People.

9Now also leads the BVOD space with over 50% share in demos across the commercial FTA's and 49.7 in Total People.

9Network Mid-Year Ratings Report

FREE-TO-AIR NETWORK SHARES: 2022 CALENDAR YEAR

18:00-MN
P25-54	31.7%	27.3%	22.1%	12.2%	6.6%
P16-39	31.5%	28.4%	21.9%	12.1%	6.2%
GS+CH	32.2%	27.3%	21.0%	13.0%	6.5%
Total People	29.2%	28.4%	16.9%	16.7%	8.8%

Source: OzTAM Metro 5 City, 2022 Calendar YTD (up to 25/06/2022), Share to FTA, S-S Primetime 1800-2359, Key Demos and TP, Consolidated 28.

FREE-TO-AIR PRIMARY CHANNEL SHARES: 2022 CALENDAR YEAR

18:00-MN
P25-54	23.4%	19.3%	14.7%	6.9%	2.8%
P16-39	23.9%	20.2%	14.7%	6.3%	2.4%
GS+CH	24.3%	20.0%	14.1%	6.7%	2.8%
Total People	21.2%	19.8%	11.0%	11.5%	4.9%

Source: OzTAM Metro 5 City, 2022 Calendar YTD (up to 25/06/2022), Share to FTA, S-S Primetime 1800-2359, Key Demos and TP, Consolidated 28.

FREE-TO-AIR NETWORK SHARES: 2022 RATINGS SURVEY PERIOD

18:00-MN
P25-54	30.8%	28.0%	22.0%	12.7%	6.5%
P16-39	30.2%	29.0%	21.9%	12.8%	6.1%
GS+CH	31.7%	27.8%	20.9%	13.3%	6.3%
Total People	28.5%	29.1%	16.7%	17.1%	8.7%

Source: OzTAM Metro 5 City, 2022 Survey YTD (up to Sat 25/06/2022), Share to FTA, S-S Primetime 1800-2359, Key Demos and TP, Consolidated 28.

FREE-TO-AIR PRIMARY CHANNEL SHARES: 2022 RATINGS SURVEY PERIOD

18:00-MN
P25-54	22.8%	19.9%	14.6%	7.2%	2.8%
P16-39	23.1%	20.7%	14.8%	6.7%	2.5%
GS+CH	24.1%	20.5%	14.0%	7.0%	2.8%
Total People	20.6%	20.3%	10.8%	11.9%	4.9%

Source: OzTAM Metro 5 City, 2022 Survey YTD (up to Sat 25/06/2022), Share to FTA, S-S Primetime 1800-2359, Key Demos and TP, Consolidated 28.

BVOD COMMERCIAL SHARES: 2022 CALENDAR YEAR

LIVE + VOD
People 25-54	50.7%	34.1%	15.2%
People 18-39	52.1%	33.6%	14.4%
Total People	49.7%	35.1%	15.3%

Source: CYTD: OzTAM Live + VOD VPM, CFTA Only, 1 Jan - 23 June 2022, metric minutes, includes coviewing on connected TV devices.

BVOD COMMERCIAL SHARES: 2022 RATINGS SURVEY PERIOD

LIVE + VOD
People 25-54	49.5%	35.8%	14.7%
People 18-39	50.6%	35.6%	13.8%
Total People	48.3%	36.9%	14.8%

Source: SYTD: OzTAM Live + VOD VPM, CFTA Only, 6 Feb - 9 April & 24 April - 23 June 2022, metric minutes, includes coviewing on connected TV devices.

Hamish Turner, Director 9Now and Programming, said: “We are proud to be the home of unique, genre-defining content that challenges, excites and engages millions of Australians. 2022 delivered Ash Barty’s historic win at Rod Laver Arena. With 3.835 million viewers it is the highest rating program of the year and the highest rating Australian Open Women’s Final of all time. Nine is home to the most watched series in the country in Married At First Sight and the most popular reality series in Lego Masters. And we have only just begun, with family favourite Australian Ninja Warrior launching tomorrow night and The Block: Tree Change set to air in the coming months. Not to mention two more exclusive State of Origin matches and the NRL Grand Final.”

Loved by Aussies
Made for Brands

From Australian Ninja Warrior, Beauty and the Geek to the State of Origin, US Open and much more still to come, there’s plenty of opportunity available to harness the power of great Australian content in 2022 with Nine.

Explore our Brands

For further information, please contact:
Terry Stuart - Nine 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.

Powered Predicts 2022

To kick off the year, Powered by Nine brings you Powered Predicts, showcasing 12 emerging trends in media, marketing and advertising helping you step into 2022 with a little more confidence.

INTRODUCTION

Powered Predicts is the result of a year-long trend-tracking project, led by the Strategy & Insights team from Powered by Nine. Showcasing emerging trends from the world of media, marketing and advertising, Powered Predicts was created to help brands and their agencies explore the future without the need for a crystal ball. To curate the list, the Powered team have immersed themselves in cultural insights, scrutinised client objectives and creative trends, monitored demographic shifts and closely followed category disruption and innovation across Australia and beyond our shores. And with an industry that loves innovation as much as ours, there are always plenty of trends to track – so to refine the long list to a streamlined “12 trends for 2022,” select members of the Powered team have each championed a prediction, adding their own expert perspective. We’ve all learned to live with a little uncertainty in life, but Powered Predicts should help you step into 2022 with a little more confidence.

Request presentation

Toby Boon

Director of Strategy and Insights, Powered

INTRODUCTION

Request presentation

Toby Boon

Director of Strategy and Insights, Powered

GREATER EXPECTATIONS

PICTURE IMPERFECT

BEYOND THE BLINDSPOT

THE CONVENIENT TRUTH

GENDER RECALIBRATED

ME TIME

BRAND TOGETHER

BLURRED REALITIES

DATA ETHICS

FAMILIAR FAVOURITES

ATTENTION SEEKERS

ROOTS REDISCOVERED

Watch episode 9 of Powered Unpacked, or stream the podcast below:

Liana Dubois

Director of Powered

LOOKING FORWARD

We understand that marketers are always on the lookout for the next big thing – the next trend, innovation or big idea that will make their brand famous and propel their business forward.

That is where Powered comes in, with a mission to realise big ideas that ultimately deliver big outcomes for brands. We curate the most effective assets from the marketing platform built by Nine.

From brand strategy to content integration; creative ideation to digital design; cultural insights to measuring attention, we deliver partnerships that work. That's what matters.

You can find out more about our work at nineforbrands.com.au/powered-by-nine and if you want to explore the Powered Predicts trends further, reach out to your Nine Sales team.

So, my prediction for what lies ahead in 2022? Whether personal or professional; cultural or environmental; your own business or the broader economy, 2022 is the year of growth and we should tackle that together.

LOOKING FORWARD

We understand that marketers are always on the lookout for the next big thing – the next trend, innovation or big idea that will make their brand famous and propel their business forward.

That is where Powered comes in, with a mission to realise big ideas that ultimately deliver big outcomes for brands. We curate the most effective assets from the marketing platform built by Nine.

From brand strategy to content integration; creative ideation to digital design; cultural insights to measuring attention, we deliver partnerships that work. That's what matters.

You can find out more about our work at nineforbrands.com.au/powered-by-nine and if you want to explore the Powered Predicts trends further, reach out to your Nine Sales team.

Liana Dubois

Director of Powered

To explore the future together, and delve deeper into these trends, please request a tailored presentation by completing this form.

Nine is Australia’s No.1 Summer Network

With the 2022 official ratings survey period commencing yesterday, the 9Network heads into the year as Australia’s No. 1 summer network.

Spearheaded by Australia’s No. 1 summer sport - the Australian Open - the 9Network wraps the summer non-ratings period as the No. 1 network with all key demos and Total People.

The combination of the Women’s Final and the Men’s Doubles Final on Saturday, January 29 gave the 9Network the highest primetime commercial shares in OzTAM history with People 25-54 (81.2%), 16-39 (84.9%) and Total People (78.6%).

9Now is also Australia’s No. 1 BVOD player with all key demos and Total People.

9Network Summer Highlights

LINEAR TELEVISION - NETWORK COMMERCIAL SHARES
6PM TO MIDNIGHT - 2021/2022 SUMMER

18:00-MN
P25-54	40.9%	33.2%	25.9%
P16-39	40.2%	34.5%	25.3%
GS+CH	41.3%	33.8%	24.9%
Total People	41.0%	36.7%	22.3%

Source: OzTAM Metro 5 City, Summer Survey Weeks 28/11/2021 – 05/02/2022, 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 06/02/2022

BROADCAST VIDEO ON DEMAND: COMMERCIAL SHARES
2021/2022 SUMMER

LIVE + VOD
Total People	52.6%	31.0%	16.4%
People 25-54	53.3%	30.6%	16.1%
People 18-39	55.5%	29.0%	15.4%

Source: OzTAM Live + VOD VPM, CFTA Only, 28/11/21 – 5/2/22, metric minutes, duration 0+, includes coviewing on connected tv devices

In one of the greatest Australian Open tournaments in living memory, the No. 1 summer sport takes out all five of the Top 5 highest rating summer programs. The Women’s Final ranks as the highest rating Women’s Final of all time. And the Men’s Doubles Final is the highest rating Doubles match of all time.

The Australian Open also broke streaming records on 9Now, recording the highest live minutes of the Australian Open tournament ever (657 Million - up 171% year-on-year). The Women's Final achieved the highest ever BVOD audience of the Australian Open.

Hamish Turner, Director 9Now & Programming, said:
"The Australian Open spearheaded our Summer slate delivering some truly memorable moments and the perfect platform to drive momentum into the ratings year. "

		Total TV Average Audience	5 City Metro Average Audience	Regional Average Audience	BVOD Average Audience
2022 Australian Open D13 - Women's Final - Presentation	29/01/22	4.127M	2.844M	1.038M	246K
2022 Australian Open D13 - Women's Final - Barty v Collins	29/01/22	3.836M	2.591M	1.002M	243K
2022 Australian Open D13 - Men's Doubles Final	29/01/22	2.483M	1.735M	580K	168K
2022 Australian Open D14 - Men's Final	30/01/22	2.344M	1.620M	485K	238K
2022 Australian Open D11 - Night	27/01/22	2.178M	1.506M	557K	115K

Loved by Aussies
Made for Brands

From Married at First Sight, Celebrity Apprentice Australia and much more still to come, there’s plenty of opportunity available to harness the power of great Australian content in 2022 with Nine.

Explore More

For further information, please contact:
Terry Stuart - Nine Communications Manager
tstuart@nine.com.au

Source: 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+

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