Celebrity Apprentice Australia

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

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

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

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

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

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

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

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

2021-10-16_JG_CELEB-APPRENTICE-SD01_0473

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

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

Bronte Campbell
Dual Olympic gold medallist and world champion swimmer

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

Benji Marshall
Rugby league great and Wests Tigers legend

Gamble Breaux
Real Housewives of Melbourne star

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

Vince Colosimo
Hollywood actor and Australian Film Institute award winner

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

Jean Kittson
A queen of Australian comedy, trailblazer and author

Darren McMullen
Renowned television presenter and actor

Jarrod Scott
Face of Givenchy and international supermodel

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

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

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

A PROVEN PERFORMER IN 2022

+614,000
VIEWERS PER EPISODE IN 2022

507K

Overnight & Timeshift

28K

Live VPM

79K

VOD VPM

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

CAPTIVATING REGIONAL AUSTRALIA

1.8M
Regional viewers reached
in 2022

595K
People 25-54

22%
of 9Now minutes viewed by regional Australia

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

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

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

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

Own the episode with Celebrity Apprentice Australia

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

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

Request presentation

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

Marketing Task

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

Food-Related Task

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

Selling Task

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

Experience Task

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

Education Task

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

Activation Task

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

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

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

Request more information - GENERIC

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

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

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

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

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

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

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

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

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

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

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

Find out how you can unlock a gap in the market worth $2.3 billion in weekly household spending..

Powered Unpacked

Find out how you can unlock a gap in the market worth $2.3 billion in weekly household spend:

Marketers too blinkered with media planning that ignores demographic with most cash to spend

(but Kia’s cashing in)

Research from Nine and Kantar says marketers’ singular focus on younger demos has led to media plans and creative campaigns that miss the highest spenders: high earning and progressive thinking 55-64 year old consumers. Kia marketing boss Dean Norbiato agrees – but thanks rivals for leaving the path clear for Kia to tap the most lucrative prospects.

Don't act your age

Brands are missing a trick when it comes to their media plans and creative executions by focusing too heavily on 16-39 and 25-54-year-old consumer groups.

A study from Nine and Kantar shows brands misconstrue older demographics as people hanging out for retirement, rather than high value earners.

“One of the key quotes that I heard over and over and over again was they do not feel, and they don't want to act their age. More so that they think of themselves as 30-year-olds in 55-plus bodies,” Emma Lewis, Senior Account Director at Kantar said.

“If you add in the fact that they've got more confidence, life experience, time on their hands and are less weighed down by some of those domestic responsibilities of people in their 30s and 40s – and definitely have more money – they're gold for marketers.”

Watch episode six above or stream below:

Spend and influence

Nine and Kantar estimate this "blind spot" to be worth $2.3bn in weekly household spend.

But Kia Marketing GM Dean Norbiato argues the value of the 55-64 demographic goes beyond the cash in their wallets.

In a high cost, big decision category like automotive, he says the older generation also influence the decision-making of consumers close to them, who are often in the 16-39 and 25-54 brackets.

“Instead of rolling up for the retirement queue, they're very much rolling up their sleeves and getting into work in some high-end roles – with wider disposable income that comes off the back of that,” said Norbiato.

“That makes them important in purchasing, because in a lot of decisions, they impact not only their own decision but also their immediate influence group, like their friends and definitely their families.

“To someone like me in auto marketing or someone who would sell or market real estate, they're very important – they need to be considered.”

By way of example, Norbiato said a friend recently texted to say they had just bought their granddaughter a new Kia Cerato.

While the granddaughter had done the bulk of the research into the purchase, he said the ability to “veto” the decision or influence the path to purchase was very much in the hands of the older relative.

“He hears from Kia, he sees Kia, he understands what we stand for, and he was able to validate that purchase,” Norbiato said.

“It’s a real life example of how not only will the 66-year-old have the ability to purchase his own car, but he materially impacts and influences the decision of the granddaughter.

“So you've got to really understand that consumer journey and interrogate and understand the role that the older age group play.”

However, the Kia marketer concedes it is often tricky to shake the “shiny” appeal of the younger generations, especially with the recent boom in emerging social media platforms such as TikTok. He says marketers must cover all bases – and demographics.

“Coming up with a new media campaign on an emerging platform that garners a lot of attention, it is new and it creatively gets you going, is something that can draw a lot of marketers,” Norbiato said.

“That shouldn't be at the detriment of your existing media spend. So you shouldn't turn off one audience to target a new audience. There needs to be a balanced approach.”

Think 10 years older

The common mistake being made is often around understanding that the older demographic’s preferences are becoming more aligned with younger consumers.

The difference is that they have greater spending power, more confidence and have fewer responsibilities, according to Toby Boon, Director of Strategy, Insights & Effectiveness for Nine.

He advises brands to think more broadly in order to maximise results.

“In terms of practical changes that marketers can make, the first step is a really easy one – it's to think about extending your targeting from 25 to 54, to 25 to 64,” Boon said.

“Think about extending your existing demographic by 10 years and in some buying systems, that's as simple as clicking another button, or typing in another age. That's a really simple first step.”

Boon said the second thing that brands need to consider when targeting older consumers is to be more inclusive in their ad creative.

“That means thinking about the way that you do casting, thinking about the way that you do messaging, leaning into who these people really are and thinking a lot less about how you can rely on easy clichés to get those messages across,” said Boon. “They want to be targeted.”

Creative eye opener

Briggs was pleasantly surprised at Nine’s creative capability.

“That’s definitely something for all of us to remember. I spend a lot of media money and I probably don’t think enough about the other elements and where you can get more from it,” he says.

“We’re maybe a bit too quick to say, ‘Well, we’ve got a creative agency already,’ and you get a bit of a blind spot. But in this instance, we’ve shown ourselves that it’s not necessarily the best way to get the work done. The production capability meant we could go really fast, yet everything was done to an exceptional standard. So for me, it was definitely an eye opener.”

Watching results roll in

While brand campaigns can only be measured over the long term, Briggs says the early signs are good.

“This was very much a brand play for us. But we’ve had a great March. We have had some really good website traffic, up 6-7 per cent on January, with a higher proportion coming from direct and organic. And March was very good from a top line perspective as well,” he says.

Ahead of running an assessment of the MAFS execution next month, it’s hard to pick out a single element of its marketing mix in driving that growth. But Briggs says he’s feeling confident, given the buzz the campaign has created.

“We've got 400 stores across Australia and New Zealand, a couple of million people go into the website every month. They are such big numbers that it's hard to pull out one thing, but everything works together,” he says.

“People were definitely talking about it. We had good interaction on our own socials. There was a buzz within the office."

“I think it had an impact at the right time of the year – and with the numbers we saw, for the first time in a long time, I was eagerly waiting for the ratings to come through. You're looking at them and thinking, I can see these results in the numbers.”

Tennis on Nine 2022

We are the home of tennis

Tennis on Nine in 2022 is packed with excitement. From the Australian Open to Roland Garros and Wimbledon, Aussie fans just can’t get enough.

And our tennis offering doesn't stop there. Nine and Stan Sport have recently secured rights to the US Open, bringing all the action from one of the oldest tennis championships in the world - the big names, thrilling matches and great stories live from New York City in 2022. Making Nine the exclusive home of all four tennis Grand Slams.

Here at Nine’s Wide World of Sports, we can help you take advantage of the summer’s biggest marketing platform, and be part of the world’s biggest tennis tournaments all year round.

Recap on our Tennis on Nine launch here

In conversation with Jim Courier, Craig Tiley and Jelena Dokic

Brent Williams – Director of Sport, Nine talks tennis on Nine in 2022

How brands can leverage the tennis to realise better marketing outcomes

What you need to know

There's nothing like tennis on Nine in 2022

After almost two years of living with a global pandemic, 2022 promises to be a real turning point. With majority of Australians vaccinated, COVID is not yet gone but we have adapted -and we've learnt to live with it in a way that enables us to get on with our lives without the turmoil of lockdowns.

Nine’s Summer of Tennis is the place to be for a new era in our lives and a new era in tennis.

12.5 MILLION AUSSIES
WATCH RECORD BREAKING AUSTRALIAN OPEN 2022

Highest commercial shares in OzTAM history

Highest rating Women’s Final of all time

Highest rating Doubles match of all time

636 million mins streamed on 9Now – up 163% YoY

REGIONAL YEAR-ON-YEAR AUDIENCE GROWTH

+46.3%

TOTAL PEOPLE

+48.9%

P25-54

+48.9%

P25-54

+48.3%

GS+CH

Michael Healy, Nine’s Director of Television, said:
“The Australian Open is the undisputed number one summer sport and we’re thrilled that so many viewers tuned in across the tournament, including record breaking figures for the Women’s Final and Men’s Doubles Final. Last night’s epic Men’s Final was the highest rating in four years. Our BVOD numbers also set a new Australian Open record, with 227,000 viewers live streaming the Men’s Final on 9Now and almost 250,000 viewers live streaming the Women’s Final on 9Now. I’d like to commend Craig Tiley and everyone at Tennis Australia for staging such a magnificent event as well as the entire Wide World of Sports team for their brilliant coverage.”

Download full tournament results here

Source: REACH: OzTAM Metro + Regional TAM data, 17/01/2022 – 21/01/22, Nine Network + Nine Network Content Affiliates, Total People, Reach, contains “Australian Open”, Con 7 as at 01/02/2022. HIGHEST SHARE: OzTAM Metro 5 City, 31/12/2000 – 31/01/2022, 5 City Metro, Network Nine, Network Seven, Network 10, Total People, P 25-54, P16-39, Commercial Share, 18:00 – 23:59, Consolidated 7 as at 01/02/2021. WOMEN’S FINAL: OzTAM Metro + Regional TAM data, 2001 – 2022, Seven Network + Seven Network Content Affiliates and Nine Network + Nine Network Content Affiliates, overnight data, please note Women’s finals were not split out for 2001 – 2003. MEN’S DOUBLES FINAL: OzTAM Metro + Regional TAM data, “DOUBLE” Sub Genre: Tennis, Seven Network + Seven Network Content Affiliates and Nine Network + Nine Network Content Affiliates, overnight data. 9NOW: OzTAM Live VPM, Australian Open, 17/1/2022 – 30/1/2022 v 8/2/2021 – 21/2/2021, metric minutes, includes coviewing on connected tv devices. 28/1/22 – 30/1/22 based on pre logs.

Source: Regional TAM (Combined Agg Mkts), 2022 (17 Jan – 30 Jan) vs 2021 (7 Feb – 21 Feb 2021) “AUSTRALIAN OPEN” excl PRE/POST/REPLAY/PRESENTATION/-GO!, 9Gem content from D1-8 only, Nine Network Content Affiliates, AUD, Total People, overnight data.

Nine's premium tennis offering brings brands closer than ever to the heart of the action

We have invested heavily in our content and total TV strategy, securing Nine’s position as the home of tennis in 2022 – covering every court, every game, every minute.

From our broadcast and BVOD coverage through to our leading digital and publishing assets, along with radio, we connect the dots across Nine’s complete tennis ecosystem.

Our tennis talent is the best in the world, the true experts

We’ve got the best tennis talent in the world in our all-star team of commentators and experts. They tell the stories behind the game, because we have unrivalled access to the players like no-one else.

Realising
Big Ideas

Tennis is a great opportunity to realise big ideas that make advertising famous. Let’s take a closer look at how brands effectively used the power of the Australian Open 2022 to deliver their marketing dreams.

Challenge

Launch the Galaxy 21 Series by embedding it into Australian culture, while creatively showcasing how it sets the bar in smartphone photographic capability.

Solution

Leverage Nine’s AO coverage for the new Galaxy S21as a canvas to creatively showcase its features, bringing the viewer closer to the action, whilst aligning Samsung with epic moments in play.

Results

Owning the coverage from every angle delivered exceptional results for Samsung S21.

+6% pts consideration

+15% pts those who agree that ‘Samsung Galaxy smart phones have the best quality camera’

Read the full story here

Harness the power of Tennis on Nine in 2022.

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

Say ‘I do’ to Married at First Sight

Married at First Sight will capture Australia’s heart once again in 2025

Australia eagerly awaits the return of our beloved social experiment as, Married at First Sight, gears up for another season filled with unparalleled drama and romance in 2025.

As anticipation mounts for Season 12, fans can brace themselves for another heart-pounding, highly addictive love quest. The upcoming season is poised to redefine the boundaries of love, drama, and entertainment, as MAFS will continue to capture the nation's attention, making it a cultural phenomenon unlike any other.

To find out what your brand can achieve with a Married at First Sight partnership in 2025, request a tailored response to help realise your marketing objectives.

Request Presentation

Married at First Sight is a cross-platform juggernaut

Season 11 dominated with unbeatable scale and reach:

Total TV viewers

Total TV average viewers per episode

BVOD viewers Year-on-Year

Reaching the demographics you need most

Total TV average viewers People 25-54

BVOD viewers Year-on-Year People 25-54

Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Total People, 25-54, 16-39, GS18+, Nine Content, 29/01/2024 - 8/04/2024, Cumulative Reach, Married at First Sight, includes encores, Total TV, When Watched. TVMAP VOZ Ranking Report, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Total People, 25-54, 16-39, GS18+, Nine Content, 29/01/2024 - 8/04/2024 v 30/01/2023 - 3/04/2023, Average Audience, Married at First Sight, excludes encores, Total TV, Consolidated 7 as at 8/04/2024.TVMAP VOZ Ranking Report, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Total People, 25-54, 16-39, GS18+, Nine Content, Seven Content, Ten Content, ABC Content, SBS Content, Foxtel Content, 1/01/2024 - 8/04/2024, Average Audience, Split by Program, Total TV, Consolidated 7 as at 8/04. VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Total People, 25-54, 16-39, GS18+, Nine Content, 29/01/2024 - 8/04/2024,
Cumulative Reach, Married at First Sight, includes encores, Total TV, When Watched

Nine's broad ecosystem brings MAFS to more Aussies than ever before

Nine's broad ecosystem brings MAFS to more Aussies than ever before

Unmissable and unseen action delivered right to fans’ fingertips

MAFS fans turn to nine.com.au for exclusive, behind-the-scenes content, forging deeper connections with their favorite show. Your brand can leverage our mass audience reach to promote your messaging alongside highly sought after content. At nine.com.au, your brand will become part of the Married at First Sight phenomenon.

From bespoke series like Dom and Ella’s Dinner Party to fan favourites like Exclusive and Unseen or Daily Recaps, viewers engage with our content across all platforms to get their MAFS fix via 9Now and the Married at First Sight hub on nine.com.au.

Season Downloads 2024

In our ears and in our hearts, MAFS is there for audiences no matter where they choose to engage

Hosted by Married at First Sight experts, certified sexologist Alessandra Rampolla and relationship expert John Aiken, the Official MAFS Podcast will be released every Sunday night following the Commitment Ceremony, discussing the week's biggest themes.

Fuelled by MAFS’ unmissable moments and culture-shifting conversations, each podcast episode will dive deeper into the week’s burning relationship issues, recognising that everyday Australian couples experience the same challenges and tension as the contestants.

Each week our experts will share relationship insights, tips and lessons to form another strong connection between MAFS and its fans.

Source: Triton Digital, Spotify Audience Demographics, Apple Podcasts, 30 Jan - 8 April 2023. 9Now data 30 Jan – 12 April 2024

In our ears and in our hearts, MAFS is there for audiences no matter where they choose to engage

Hosted by Married at First Sight experts, certified sexologist Alessandra Rampolla and relationship expert John Aiken, the Official MAFS Podcast will be released every Sunday night following the Commitment Ceremony, discussing the week's biggest themes.

Each week our experts will share relationship insights, tips and lessons to form another strong connection between MAFS and its fans.

Season Downloads 2024

Source: Triton Digital, Spotify Audience Demographics, Apple Podcasts, 30 Jan - 8 April 2023. 9Now data 30 Jan – 12 April 2024

"Married at First Sight has once again proven it is the most powerful program on Australian television. With epic storytelling and some of the most riveting characters seen on screen, MAFS sets the blueprint for how a multi-platform program shows the true strength of Free-to-Air."

9 reasons you need MAFS to super charge your media plan in 2025

Mass audience reach

Targeted demographics

A highly engaged, passionate fan base

Emotional connection

Premium brand integration opportunities

Positive brand association

Cross-platform amplification

Influencer marketing

Cultural relevance

To find out what your brand can achieve with a Married at First Sight partnership in 2025, request a tailored response to help realise your marketing objectives.

Request more information - GENERIC

Powered Unpacked – Audio Advertising Effectiveness

Powered Unpacked

Why advertisers are switching audio channels to push beyond reach and frequency

Deeper Engagement:

Latest research from OMD suggests advertisers could be missing a trick when it comes to audio advertising across radio, streaming and podcasts. The opportunity to engage audience attention across all age groups goes much deeper than reach and frequency.

While podcasts and streaming are booming, those audiences are additional to broadcast. “There's no cannibalisation,” according to OMD business director, Thad King.

“They all have their own strengths – and our research found that cross-channel audio campaigns, when we had all channels in the mix, saw much better results.”

However, the research also showed broadcast had the strongest impact on purchase decisions. King puts that down to trust, “especially within broadcast”. But OMD found variances across age groups.

“For the younger demographics, we saw that broadcast radio was more effective from the top end of the funnel in raising awareness, whereas some of the other channels, podcasts and streaming were more effective at lowering the funnel. But the older the demo, the more effective broadcast radio becomes.”

Watch episode five above or stream below:

Rules of engagement

OMD worked with Nine’s Powered division to dive deeper into the research, specifically around the differences between talk radio and music in driving results.

Nine director of effectiveness, Jonathan Fox, said the exercise unearthed key findings around audience engagement.

“Firstly, with the exception of podcasts, talk radio registered the highest level of engagement, with 41 per cent of respondents highly engaged,” said Fox.

While radio must rely on “claimed engagement”, because it can’t use tools like eye tracking, as other media are attempting to do, engagement is an increasingly important metric for ad buyers. It’s becoming a “huge factor” in planning and strategy, according to OMD’s King.

The second key finding is that listeners tune in to talk radio for different reasons versus other platforms.

“They want something to talk about, to learn something new and to be informed on the latest news,” said Fox. “So it's fuelling discussion, exercising the brain and keeping people informed.”

Crucially for advertisers, talk audiences are more likely to talk with others about the shows they listen to, according to the research. “So if advertising is relevant to the content,” said Fox, “it could well be included in the conversation that people are having.”

Right time, right channel, better results

Key to ad relevancy is embedding messages at the right time of day across different audio channels.

“One of the key take-outs from the research was that different demos behave differently for each of the different audio channels, and they perform differently throughout the day,” said OMD’s Thad King.

“For us, it's making sure that we've got the right approach to how we're using those channels, making sure that we're flighting them correctly, and importantly that we've got the right creative, so it can be effective,” he added.

“We want to make sure that we're delivering a message in the most contextually relevant way, to deliver great outcomes for our businesses. And this research has allowed us to get a better understanding in terms of all those different areas.”

Stories beat frequency challenge

Managing ad frequency is a key challenge for all media, but especially talk radio, where time spent listening often dwarfs other channels. Nine’s Jonathan Fox said some brands, such as CommBank, are cracking that conundrum and driving strong results by telling progressive stories, instead of repeating the same messages.

Brands can unlock more powerful results from taking a similarly creative approach.

“Radio is viewed as a short-term awareness driver, particularly of retail promotions. There's nothing wrong with that, but if you're able to evolve the creative over time to tell a story, we have the potential to use something like talk radio for longer term emotional brand building as well,” said Fox.

“Radio is more multidimensional than perhaps most people realise.”

The most sophisticated news ecosystem in the country

Never before has news content played such a vital role in our lives.

With our hunger for trusted sources driving unprecedented growth among Australia’s news outlets, including those found right here at Nine.

Not only are we home to Australia’s most visited commercial news site, nine.com.au, but our cross-platform news ecosystem spanning TV, digital, print and radio is second-to-none.

Whether it’s waking up with TODAY, capturing the weekend mindset with The Sun-Herald or Sunday Age, being part of the conversation with talk-radio or being welcomed into homes across Australia with 9News at 6.00pm, there’s never been more opportunity to leverage Australia’s most trusted content sources.

Why does news content at Nine stand out?

We Know Our Audience.
Above all else, we value trust. We would rather be right, than first. And we know our audience.

Engaging, Trustworthy & Topical Content Is What We Do.
You can rely on us to keep you up-to-date and tell the story behind the headline. Our audience relies on us to provide up to the minute, breaking news and uncover the stories Australians want and need to know most.

In the current climate, now more than ever, brands need to inhabit brand safe environments.

Right across the year, we work consistently with brands and offer a wealth of partnership opportunities across Nine’s TV news programming - from our 6PM news bulletin, A Current Affair, 60 Minutes through to the Today show family as well as specially commissioned programs such as Under Investigation, depending on your marketing goals, there is something for everyone.

The digital homes of Nine’s broadcast news assets, delivering the stories that connect.

Nine.com.au know content, know how to keep audiences engaged and on our page because we take them beyond the headline, and through the power of the Nine network and our own digital journalists, we deliver the stories and the videos you won’t see anywhere else.

9News.com.au is Australia’s leading news brand on air and online.

Our 9News sites are focussed on breaking news and exclusive video. Our pages are curated to bring you the news you need to know from your state, your city and your neighbourhood.

We have the authority and means to create change.

If you want to influence change and associated behavior you need to talk to the educated change makers.

9 in 10 readers choose Nine's leading publishing brands for trusted, accurate news with 3x more measurable impact.

Courageous, quality journalism you can trust – that is what The Sydney Morning Herald has been producing for 189 years and today we reach more people than ever before. More than 8 million readers consume our fearless, honest storytelling in print and online each month.

For more than 160 years, The Age has been committed to fearless and honest storytelling. It reaches out to the Victorian community and beyond, educating, challenging and interacting with its readers, upholding a commitment to quality.

The Australian Financial Review is Australia’s premier destination for business and finance news, recognised for its news-breaking, agenda-setting and authoritative journalism. Making it the essential daily read for the nation’s most influential and ambitious decision makers.

Find out more about how your brand can leverage the power of Nine’s leading publishing division here.

Nine Radio is a direct line in to the mood of the nation.

Available across our News, Weather, Traffic and Sport updates throughout the day, a News Block sponsorship will keep advertisers top of mind in radios most engaged moments.

Delivering high frequency and reach in a low clutter environment, brands can take ownership of our live and local updates via a 5 credit and 30 second solus ad.

Designed to build brand awareness and recall, this premium sponsorship opportunity allows brands to leverage radio’s most credible news and information properties.

Find out more about Nine’s leading radio stations and the power of talk here.

News and Weather are effective platforms to grow your brand.

Peter Field, said analysis of the IPA Databank presents, “An absolutely unarguable story for the inclusion of news brands in media schedules,” with advertising that includes news in the media mix more likely to lead to major long-term business effects.

Unlock A Cross-Platform Brand Health Study With Gemba Worth $50K

We invite you to work with us to prove the impact of multichannel News Sponsorship on your brand(s)

Duration of News Sponsorship must be for a minimum of 3 months

Investment must span at least two media channels within Nine’s ecosystem

We invite you to challenge us.

We’re up for it, and we’re excited to see how creative we can be together to deliver your brand real, measurable results in 2021 and beyond.

The time to harness the power of News with Nine is now.

Why local content, diversity and live sport should be plan A, plan B and plan C for brands

Powered Unpacked

Why local content, diversity and live sport should be plan A, plan B and plan C for brands

Programming that connects

In a shifting, consolidating landscape, programming that connects with Australians wherever they are represents the closest thing to a sure bet for brands. The same is true for publishers.

“Investing in Australian content that reflects the stories of Australians back to our audience, that’s our point of difference,” says Hamish Turner, Nine's Director of Programming. “Live audience, audience at scale that consumes content in a temporal manner, and Australian stories, they are the four big things for us – and that won’t change.”

Nine’s slate for the rest of the year reflects that commitment – returning favourites such as The Block and Australian Ninja Warrior, and five newly commissioned shows that will bridge this year into next. All different, but “all very ‘integratable’,” says Turner, giving brands further avenues to explore, and “diversity utility”. Which may prove useful in a world likely to be disrupted by Covid for some time yet.

Watch episode four above or stream below:

Diversity of slate

The delayed Australian Open is a case in point. “That forced us into being quite fluid through that period,” says Turner, which is where Nine’s pandemic focus on “utility of schedule” came into effect.

“What we meant by that is having pieces in the schedule that we could pick up and pull out, and having a real diverse mix of shows, so that you went from Married at First Sight into Lego Masters,” says Turner.

“So the show that created a lot of noise, a lot of controversy, into a show that is much loved by families. We've then gone into Celebrity Apprentice, which hasn't been on our screens for a long time, but again, it provides a very different style of show for our audience,” he adds.

“So that was that ‘diversity utility’, having the confidence that we could pull brands out and put them in if we needed to.”

Reality bites

In the end, the delayed Australian Open contributed to a “phenomenal start to the year,” says Turner. Meanwhile, MAFS smashed expectations across platforms, reaching audience numbers on the 9Now platform that would put many linear shows to shame.

“It is an absolute phenomenon,” says Turner. “There is nothing else that is actually reachingor delivering on the same level as Married at First Sight.”

While MAFS can divide opinion, that’s a true reflection of Australian society and daily life, suggests Turner. “It's quite confronting. And I think that's what actually talks to that audience. You don't know what's coming next. And the audience came in droves.”

Sport: reach everybody

That level of unpredictably and drama is perhaps trumped only by live sport – the backbone of Australian society and a guaranteed engagement delivery mechanism for advertisers.

Nine, Nine Now and Stan Sport are working closely with the sporting codes to ensure the broadest possible audiences – with audience growth across platforms a cornerstone of the plan.

“Sport is a total TV play,” says Turner, pointing to the current French Open as a template for Nine’s approach.

“There’s linear, everything is available on Stan Sport ad free, but you can also get that live linear experience on 9Now. For us, and for brands, it’s about engaging audiences across multiple platforms,” he adds.

Meanwhile, the sports codes, clubs and brands know they need to be free-to-air – or suffer.

“We've seen sporting codes that have gone behind paywalls, and it's been to the detriment of those sports,” says Turner.

“That ability to be in the free space, to connect to all Australians, is so fundamental in terms of driving success for those brands moving forward,” he adds.

“Nine is in a unique position whereby we can offer that cross-platform opportunity to brands. We’re going into it together to grow brands, to grow the codes and grow audiences.”

Your call

For brands looking to connect with Australians through uniquely Australian content, that approach guarantees diversity of audience as well as diversity of utility.

Advertisers interested in getting the inside track on Nine’s five newly commissioned shows, or to understand cross screen opportunities around The Block, Australian Ninja Warrior, Beauty and The Geek, and Parental Guidance, should “pick up the phone,” suggests Turner.

Sometimes a direct call to action is the most effective.

Connect with Australia

Undeniably the one place to consistently connect with Australia

When it comes to connecting brands with consumers, there’s never been a better time to partner with Australia’s leading broadcaster – across all screens!

PRIMARY CHANNEL COMMERCIAL SHARE: 2021 YTD

18:00-MN
P25-54	38.90	33.40	27.80
P16-39	38.60	33.60	27.80
GS+CH	40.70	33.50	25.90
Under 50	38.70	34.00	27.30
Over 50	41.10	39.10	19.90

Source: OzTAM Metro (5CM) 01/01/21-22/06/21, 1800-MN, CFTA Networks, 25-54/16-39/GS+CH/Under 50/50+, Commercial Share %, C7 data (at 23/06).

BVOD: 2021 TOTAL MINUTES VIEWED


TTL Mins	48%	36%	16%

Source: OzTAM Live + VOD VPM, Commercial FTA Share, 01/01/2021 – 22/06/2021, metric; minutes, duration 0+, includes co-viewing on connected TV devices.

Buy TV with confidence with Australia’s biggest content still to come in 2021

Plus experience the best buying experience with 9Galaxy and say goodbye to make-goods for ever! It’s our 100% audience guarantee.

Understand the Strategy Behind Australia's Greatest Content

Programming that connects

In a shifting, consolidating landscape, programming that connects with Australians wherever they are represents the closest thing to a sure bet for brands. The same is true for publishers.

Get in touch!

Marketers told to embrace a new type of Christmas to avoid Santa’s naughty list

Brands that help Australians connect with their community, display optimism and reject the notion of the perfect Christmas are best placed to spread festive cheer, according to Strategy Director for research company The Lab, Rebecca Brody.

During a panel discussing Christmas trends at Nine’s Big Idea Store, Unboxing Christmas, research from Powered by Nine and The Lab shows how the last year has reshaped consumers’ perspectives on Christmas and how marketers can capitalise on these trends

“You can do it beautifully right across the board, and we saw initiatives with companies like PayPal creating a store connecting local artisan small businesses with people at Christmas time. So they’re acting as an enabler of connection, or the big retailers stocking the smaller brands.”

Moderated by Toby Boon, Nine’s Director of Strategy, Insight and Effectiveness, the panel – featuring Associate Editor of Sunday Life magazine Genevieve Quigley, Food Editor of 9Honey and the Today Show Jane De Graaff, and Brody – discussed how the pandemic has caused a seismic social shift in the way Australians perceive luxury and indulgence, yearning for a stress-free Christmas and wanting to embrace imperfection.

The research shows consumers’ top three priorities are authenticity in themselves, and they demand the same of brands; they want to give themselves freedom of choice and support brands that bring those things to life; and they want to take things a bit easier and put a bit more simplicity into their lives.

“What we’re seeing overall in Australia is a real shift in increases in empathy, openness and tolerance,” said Brody. “It’s trickled down into some of the themes around Christmas, especially this thing of a ‘no-worries’ Christmas. We want to practise self-acceptance for ourselves and we want to be more inclusive of our community, which comes down to what we buy.”

Our idea of luxury in particular is being reframed and we’re being more thoughtful of what constitutes the idea of luxury and indulgence. Sustainability is increasingly becoming intertwined with luxury.

“I think when we’re talking about luxury, it’s not flashy luxury,” said Quigley. “Luxury is now more about you thinking about that particular gift – that it has meaning, and that’s it quality and will last, which feeds into sustainability.”

Boon added that a wonderful example of brands merging key consumer values is British retailer Primark, who provided paper shopping bags that could be used as wrapping paper to then go on and be recycled.

The research shows that this year Australians are giving themselves permission to go with the flow. Forty per cent of us are looking at a simpler Christmas, and a quarter of us will remain adaptable to changing circumstances and commit to remaining calm.

Nowhere is this more visible than in the kitchen. One in three Australians want to minimise stress in their approach to Christmas cooking and two-thirds of us are willing to take short-cuts in the kitchen to reduce stress. We no longer want to feel ashamed for not having the perfect roasted potatoes or the Insta-worthy table setting.

“It has to be easy this year,” said De Graaff. “I don’t think anyone has really had the perfect Christmas. It doesn’t exist, so stop trying to strive for it and embrace all the stuff around it.

“I remember one Christmas I had this perfect idea in my mind what that was, and I was determined to execute it. In my head it was a disaster on the day. My husband found me in the kitchen with a glass of champagne, shaking that it was disaster. He told me to look through the door at everyone having fun – the only person that could see that particular version of Christmas was me, in my head. I think I had collected all these moments over the years that formed a collage in my head of what a fantasy Christmas looks like.”

After a tough year, Australians no longer want to feel pressured to emulate the cookie-cutter, advertising version of what Christmas should look like. Brands need to better reflect a multicultural view of what the festive season looks like.

“I think it starts with brands diversifying how we represent Christmas and what a good-looking Christmas should look like,” said Brody. “There’s a very singular idea of ‘this is what a Christmas lunch looks like, what your house or tree should look like’. The more that brands can be showing a broader range of what Christmas might look like, it will move some of the expectation that everyone has to align to this one singular view.”

As marketers sit down and prepare for Christmas, they should focus on the real, honest experience of what the festive season really means for the average Australian.

“I think the main trend we’ll see this year is about being connected,” said Quigley. “Last year we felt so disconnected and this year will be all about being connected, and a focus on how we can come together.”

Brody agreed, adding that brands should “lead with optimism” this Christmas.

“Last year everyone was a little bit cautious and asking if it was a bit insensitive to be too festive,” she said. “We’re seeing signs of a real buoyant Australian community. People are feeling really optimistic and grateful of where we are in the world and what we have available.

“If you can connect into some of the core values around community and simplicity that people will be prioritising more this year, then that will be a winner. Keeping it local, keeping it connected and helping people maintain what’s really important will be the main focus.”

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

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

Own the episode with Celebrity Apprentice Australia

Marketing Task

Food-Related Task

Selling Task

Experience Task

Education Task

Activation Task

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

Request more information - GENERIC

12.5 MILLION AUSSIES WATCH RECORD BREAKING AUSTRALIAN OPEN 2022

REGIONAL YEAR-ON-YEAR AUDIENCE GROWTH

Married at First Sight will capture Australia’s heart once again in 2025

Married at First Sight is a cross-platform juggernaut

Nine's broad ecosystem brings MAFS to more Aussies than ever before

Nine's broad ecosystem brings MAFS to more Aussies than ever before

Unmissable and unseen action delivered right to fans’ fingertips

In our ears and in our hearts, MAFS is there for audiences no matter where they choose to engage

In our ears and in our hearts, MAFS is there for audiences no matter where they choose to engage

9 reasons you need MAFS to super charge your media plan in 2025

Mass audience reach

Targeted demographics

A highly engaged, passionate fan base

Emotional connection

Premium brand integration opportunities

Positive brand association

Cross-platform amplification

Influencer marketing

Cultural relevance

To find out what your brand can achieve with a Married at First Sight partnership in 2025, request a tailored response to help realise your marketing objectives.

Request more information - GENERIC

Source: OzTAM Metro (5CM) 01/01/21-22/06/21, 1800-MN, CFTA Networks, 25-54/16-39/GS+CH/Under 50/50+, Commercial Share %, C7 data (at 23/06).

Source: OzTAM Live + VOD VPM, Commercial FTA Share, 01/01/2021 – 22/06/2021, metric; minutes, duration 0+, includes co-viewing on connected TV devices.

Buy TV with confidence with Australia’s biggest content still to come in 2021

Plus experience the best buying experience with 9Galaxy and say goodbye to make-goods for ever! It’s our 100% audience guarantee.

Understand the Strategy Behind Australia's Greatest Content

12.5 MILLION AUSSIES
WATCH RECORD BREAKING AUSTRALIAN OPEN 2022