Upcoming Publishing Features

Make an impact with Australia's best lifestyle content

Our readers are primed for indulgence – new opportunities available across Nine’s leading publishing assets

Enrich your marketing campaign with a publishing partnership with Nine.

Our readers are primed for indulgence and ready to spend. Whether it’s styling their seasonal wardrobe, planning a much-needed getaway, making home improvements, finding inspiration in arts and design or immersing themselves in the gourmet food world, there is plenty of opportunity to wrap your brand around our upcoming special issues. 

Across Good Weekend, AFR Magazine, Sunday Life, Traveller, Life & Leisure, Good Food and Fin Magazine, there is an abundance of opportunity to engage our readers with your brand message.

LIFESTYLE

Life & Leisure //

Call of the Ocean

On Sale: Friday 9th and Saturday 6th August

Life & Leisure directly connects your brand with Australia's most affluent shoppers.

From a long winter, Life & Leisure embraces the promise of summer with a bumper edition dedicated to the sea.

Booking Deadline: Friday 2nd August

Material Deadline: Monday 5th August

AFRL01LIFE11AUG23

Life & Leisure //

Fathers Day/Men's Fashion +Father's Day Gift Guide

On Sale: Friday 23rd and Saturday 24th August

What do you get the man that has everything? Plenty. Life & Leisure’s annual Father’s Day edition is back and whether your dad is into sports, watches, travel, motoring, tech, fashion or wines and fine dining, our gift guide has inspiration for them all.

Plus:

- The men's jewellery category goes off, with wonderful wearables from the likes of Gucci, Louis Vuitton, Hermes, Cartier and Paspaley
- Masters of menswear: The Australian brands who've figured what men really want
- Time bottled: The experience of tasting a $215,000 whisky takes our London correspondent by surprise.
- Travel adventures dads will adore and much more.

Booking Deadline: Friday 16th August

Material Deadline: Monday 19th August

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Life & Leisure //

About Time-Gloss

On Sale: Friday 6th and Saturday 7th September

Life & Leisure's About Time gloss special issue returns for its second year.

Due to popular demand from subscribers and partners, the About Time Watch Weekend will run over 2 weekends in Melbourne (14 & 15 September) and Sydney (21 & 22 September).

The L&L gloss special will be available via its usual publishing channels in print and online the week prior to the Melbourne event. The edition will also be available at all participating watch boutiques on event days.

Booking Deadline: Friday 9th August

Material Deadline: Friday 16th August

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Good Weekend //

52 Weekends Away

On Sale: Saturday 28th September

In the 34th year of our much-loved 52 Weekends Away franchise, Good Weekend collaborates with its Nine stablemate Traveller to present 52 of our favourite places to stay nationwide, from city to country, modest to opulent.

This is always one of our most eagerly anticipated issues of the year. For our highly engaged readers, who are educated, cultured and love to explore the world around them, it can't come soon enough!

Booking Deadline: Friday 30th August

Material Deadline: Wednesday 18th September

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FASHION

Life & Leisure //

Fashion/Spring Racing

On Sale: Friday 13th and Saturday 14th September

Life & Leisure's fashion special edition hits the shelves this September, just in time for spring racing season, the most important fashion calendar opportunity of the year!

Our fashion writers are hard at work to bring our readers breaking stories for the season.

Booking Deadline: Friday 6th September

Material Deadline: Monday 9th September

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DIGITAL

Sunday Life & Good Weekend //

Collections

Collections invites our users to engage in an immersive and enhanced relaxing magazine experience, digitally. Collections at Nine Publishing is a hand-selected curation of content pieces into a series with the ability to integrate client brands into a contextually relevant environment. Brands have the opportunity to own this new lean-in digital 'Collection' experience and align to the premium brands of Publishing at Nine​.

Contact your Nine representative for more information. 

Upcoming Publishing Features Digital Mock

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

Talking Media with Nine: Paint by Numbers – How Data, Strategy and Creativity Combined Make Magic 

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Episode Six

Paint by Numbers - How Data, Strategy and Creativity Combined Make Magic 

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CREATIVITY AND DATA IN TANDEM

Econometrics, creative effectiveness and pre-testing perils unpacked: Previously Unavailable’s James Hurman and Magic Numbers’ Dr Grace Kite on what CMOs finalising FY25 budgets need to know

Deep in the weeds of econometrics, creative effectiveness and their impact on growth, Previously Unavailable’s James Hurman and Magic Numbers’ Dr Grace Kite say marketers can harness both in tandem to drive greater growth, make better bets on which ads and which channels will deliver best bang for buck – and link their efforts directly to the P&L. Just don’t fall into the creative development research trap – or believe everything Scott Galloway says about advertising.

Read More

The gold standard

As marketers wrap up 2025 budget planning, a good chunk of them will be using econometric modelling – interchangeable with market mix modelling or MMM – to inform those decisions. Smart move says Dr Grace Kite, founder and economist at magic numbers.

Econometrics, says Dr Kite, is the “gold standard of marketing measurement”. In simple terms, “it’s untangling all the things that make your sales move the way they do and explaining that”, so the likes of the CFO can see the returns marketing is delivering.

It also helps to prove whether ad creative actually works, which channels “give you the best bang for your buck; which combination of channels work really well; which have longer lasting effects and shorter-term effects; and which work best with which creative idea,” she says. Basically, “all of those fantastic things that are going to help you make your media plan the best it can possibly be next year”.

Crucially, says James Hurman, founding partner at Previously Unavailable, econometrics also helps marketers prove both their value.

“What's really cool is everyone in the organisation has their bias – they think it was their thing that did the job and made the sales increase. And most people outside of the marketing department are pretty suspicious about whether the marketing did anything,” says Hurman.

“It's very easy to discount the effects of creativity and advertising. What econometrics can help you do is really make that case and prove that the work made a difference, so we [the business] should continue to invest in that sort of work. In terms of the ‘marketing of marketing’ within an organisation, it’s just such a useful tool.”

Death by research

As marketers prepare to apportion next year’s media budget, Hurman urges brands to make better ads – not paint by the numbers that come out of research or treat that research as predictive. Testing a finished ad for effectiveness is a very different thing to the early-stage stuff, he says, but the two are too often confused.

“Creative development research is only any good if we combine it with the experience, wisdom and judgment of the agency and marketers on the client side,” says Hurman. “Often, if we treat it as predictive and just go with what gets a green light in those early stages, we can go off in the wrong direction and end up with poor outcomes.”

Hurman suggests that is why most ads in creative benchmarking firm System1’s database “score so badly – because they’ve been put through that process, and there been points in that process where we've been put wrong. Because often we’ve thought of things as predictive and used them to get a ‘yes’ or a ‘no’ and only move forward when we get a ‘yes’ from that research,”.

“And that is, unfortunately, the reason why a lot of advertising turns out a bit shit. So I think it’s really important not to confuse creative development research with predictive pre-testing. Because they are totally different things – even though most marketers tend to think of them all as pre-testing.”

Plus, he says, there is no way an early, unfinished concept can be properly appreciated. So killing them off by overly prescriptive research means losing potentially great, brand-building ads.

Consistency across channels = ROI

System1’s data on 15 years' worth of campaigns shows that half of an ad’s effectiveness comes down to the quality of the creative and the other half comes from the media.

Dr Grace Kite says that is why it is critical to turbocharge great creative with enough media spend across multiple channels – and not to chop and change too often.

“Consistency over time and backing your idea for a decent amount of time with a decent amount of money, that's really, really important,” says Dr Kite.

Her research – consistent with findings by the likes of Peter Field, Warc and the IPA – suggests that “the more media channels you use, the higher return on investment you get”.

The challenge is, if brands are pushing ads across “five, six, seven different media channels, it’s a lot of work to get them working together”, says Dr Kite. Hence “consistency across platforms” is key, and Dr Kite thinks ensuring that level of brand consistency “will become a really important skill” as fragmentation continues.

Rational ads crimp future demand

On best bang for buck channel selection, Dr Kite says start-ups and younger brands can find high ROI and rapid traction via simple, tactical stuff such as search, social and performance-type ads. But as brands get bigger and more mature, that stops working, “and performance marketing isn’t good enough anymore”.

“So at that point, things like TV are really important and tend to come out with the highest return on investment,” says Dr Kite, and they also have a halo effect on performance channel investment.

Plus, brand-building channels like TV help prime what James Hurman calls ‘future demand’, which performance marketing by nature can’t do if people aren’t immediately in market and ready to buy. Which is why he and many others urge marketers to focus more on emotion within advertising and less on the rational side of things.

Plant memories, make people feel something

“If [a consumer is] not going to come into the market for six months, or 12 months, then it's all about planting memories not trying to get them to do something they're not going to act on,” says Hurman.

“The reason why TV is so powerful is that it's the best thing for planting emotional memories and feelings into people.

“If we want someone to remember something in 12 months’ time there is no point giving them a fact, because there's no way they will remember it. But they will remember how we made them feel. And if we made them feel great, then when they turn up in the category they're going to bias towards us”.

“When we're rational all the time, we're not able to plant those memories. And then six months later when people come back into the market, they forget.”

Hurman thinks even relatively fast-moving consumer goods brands can underweight future demand building and overweight performance.

He points out that FMCG staples like laundry powder – the original soapbox TV advertisers – are actually aiming at consumers who may be in market only every six months if they are selling packs with 50 or 100 tabs.

“So we think about these fast-moving consumer goods as if they're categories that people are in every day, but they're actually not. Most people come and go and there’s really large amounts of time in between.”

Why Scott Galloway is wrong on advertising …

Both Dr Kite and Hurman are proponents of effective advertising as a cornerstone of brand building, even in an age of fragmentation. But some marketing luminaries, such as Professor Scott Galloway, have suggested otherwise.

“Show me a company that has added more than $100Bn in market cap in the last decade and I’ll show you a company that doesn’t advertise very much” says Galloway.

Hurman’s a Galloway fan, but says that’s not actually true (Mi3 has also debunked that claim). Google, Facebook and Netflix are among the biggest advertisers in the world, says Hurman, while “no company has ever spent more than $20 billion in advertising in one year other than Amazon, and they've done it for the past two years running”.

He says the fact that those companies started off without much advertising – but now are among the biggest spenders in the world – underlines Dr Kite’s point about performance advertising and ‘growth hacking’ maxing out once companies get to a certain size, because they eventually run out of pre-existing demand.

“They reach that point where you end up needing advertising to remain competitive, and that's not a bad thing. That's a tool we have at our disposal to ensure that our companies remain competitive and continue growing.”

… and why big brands grow bigger

Plus, says Dr Kite, those big companies realise that advertising investment delivers a profit multiple – they just haven’t always been able to quantify it. But that’s where econometrics comes in.

She cites the latest Thinkbox study by Ebiquity, GroupM, and WPP-owned Gain Theory, by way of example.

The study pooled £1.8 billion worth of media spend across 141 brands and 14 categories, “and they were able to go all the way through to the profitability of different advertising” says Dr Kite.

Crucially, these were large, mature businesses.

“In terms of profit, they came out with something like £1.90 for every £1 spent in the UK [on advertising]. That's fantastic. You can almost double your money by doing advertising if you are that type of [large] business.”

And that’s just the short-term profit impact, immediate and up to three months out. Long term – 14 weeks to two years – the data showed average ROI of £4.11 for every £1 invested in advertising across the pool.

Interestingly, Dr Kite noted the study found that for those larger businesses, “print, audio and TV were the strongest [channels] on profit”.

Something to bear in mind for those marketers still finalising FY25 budgets.

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Consumer Pulse Sport April 2024

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WHAT'S HOT AND WHAT'S NOT

April 2024

Consumer Pulse – Sport surveys around 2,000 national respondents spanning Nine’s TV, digital, print and talk radio audiences. 

The monthly survey covers attitudes and behaviours towards sports viewing and the influence of sport on Australian culture.

Ecstatic crowd sitting in the bleachers of a crowded sports stadium raise their hands up and cheer loudly during a professional soccer match as their favorite home football league takes the lead

19-22 April, 2024

Inside this month’s Consumer Pulse- Sport dip

19-22 April, 2024

Consumer Insights

Platforms Nine audiences engage with for sports content

Over 8 in 10 of Nine’s audiences (84%) engaged with sports, sports personalities/ athletes or sports-related content in the past week. Watching sports-related content on free-to-air TV was the most common method of engagement (57%), followed by watching or reading content online (43%) and watching on pay TV or a paid streaming service (41%).

Diverse group of men watching soccer match at home and cheering for Germany team.

Time spent engaging with sport

Among those who engaged with sports in the past week, watching sports on pay TV or a paid streaming service had the highest time spent with an average of 3.5 hours and over-indexed with people aged 50 or older. Approximately 2 hours was spent on average watching sports on free-to-air TV and 2.5 hours on watching a live game/match among those who attended in person (13% of Nine’s audiences).

Sports impact on mood

Watching, reading, or listening to sports or sport-related content had an overall positive impact on Nine audiences last week. 2 in 3 recalled feeling entertained while 2 in 5 felt connected and around one third felt excited and relaxed.

Top 10 emotions when watching, reading, or listening to sports or sports related content

Top 10 Emotions %
Entertained66
Connected43
Excited37
Relaxed31
Passionate23
Hopeful17
Optimistic15
Calm13
Encouraged13
Frustrated12

Conversation Starters

Sports and culture

own a sports jersey of a sporting team or athlete

The significance of merchandise for fans and their families

In addition to watching, reading, or listening to sport-related content, around a third of Nine’s audience own a sports jersey of a sporting team or athlete. This is significantly higher among men (46%), particularly those in their 40s (58%). One third of Nine’s audiences own other merchandise of a sporting team or athlete and 1 in 4 have a membership to a sporting club.

Also, 1 in 5 claim to have influenced other members of their family, such as their partner, child or pet, with merchandise from their favourite sporting team or athlete.

BRAND CONSIDERATIONS

Sporting merchandise serves more than just apparel or accessories; its a tangible expression of identity and connection. Crafting marketing campaigns that not only showcase the products but also emphasise the emotional significance they hold for fans can deepen brand loyalty and foster a sense of belonging within a sports community.

Portrait of young woman watching a cycling jersey in a sport store.

Inclusion and Diversity in Sport

The majority of Nine’s audience support people from multicultural backgrounds (81%) and people with disabilities (75%) participating in professional sports. 1 in 2 support professional women’s sporting codes, significantly higher among men under the age of 40 (59%). Support for transgender and non-binary people participating in professional sports is less widespread (only 28%), although it rises to 44% among women under 40.

support people from multicultural backgrounds participating in professional sports

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

Female football players having fun on training

Brand Considerations

Representing diversity and inclusivity within your brand may not only strengthen connection with your audience but also contribute positively to the broader conversation around diversity in sport. 

Sports and Pop Culture

watched a sporting event mostly for the pre-show or half-time entertainment

Nine audiences under the age of 40 are significantly more likely to admit they enjoy the social aspect of sport more than the sport itself, and overall, 1 in 10 have watched a sporting event mostly for the pre-show or half-time entertainment.

LAS VEGAS, NEVADA - FEBRUARY 11: Usher and Lil Jon perform during the Apple Music Super Bowl LVIII Halftime Show at Allegiant Stadium on February 11, 2024 in Las Vegas, Nevada. The Kansas City Chiefs defeated the San Francisco 49ers 25-22 in overtime. (Photo by Ethan Miller/Getty Images)

BRAND Considerations

Recognise the evolving preferences of younger audiences and look for ways to amplify your brand message through the social and entertainment opportunities beyond the playing field, which in turn will help drive memorable experiences and deeper connections with your audience.

Australian sporting codes abroad

support Australian sporting codes being played or aired internationally along with international sporting codes being aired locally

Young men driving support for Australian sporting codes abroad

Among Nine’s audience, 3 in 4 support Australian sporting codes being played or aired internationally along with international sporting codes being played or aired locally. Support for Australian sporting codes being played or aired internationally rises significantly to 88% among men under 40.

BRAND CONSIDERATIONS

Brands should consider fostering a sense of pride in Australian sports culture. Engaging with audiences, particularly younger men, who exhibit heightened support for Australian codes on the global stage can further solidify the brand's role as a leading advocate for the expansion and celebration of sports beyond borders.

SYDNEY, AUSTRALIA - APRIL 19: Waratahs fans during the Super Rugby Women's Semi Final match between NSW Waratahs and ACT Brumbies at Allianz Stadium on April 19, 2024 in Sydney, Australia. (Photo by Jason McCawley/Getty Images)

Source: Nine’s Consumer Pulse - Sports Edition, April 2024 (n=2,369)

GET IN TOUCH

Want to know more?

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

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Talking Media with Nine: Off the Island – Is Australia’s Distance a Tyranny or an Advantage? ​

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Episode Five

Off the Island – Is Australia's Distance a Tyranny or an Advantage?

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CURIOSITY QUOTIENT

Belinda Rowe and David Alberts: Mindless media, ‘juniorisation’, shallow purpose and why CQ – curiosity quotient – is replacing IQ and EQ in marketing’s future supply chain

High-calibre Australian exports Belinda Rowe and David Alberts have bossed it globally in media, creative agencies and beyond. They think Australia’s marketing supply chain can remain relevant by simplifying, heading upstream, building businesses around curiosity, and better matching more diverse junior and senior talent to where media, marketing and advertising needs to head to survive.

Read More

It's not rocket science

Australia is insulated from the rest of the world. That brings both upside and downside, say two industry heavyweights with global experience at the highest level.

Brash confidence can only get people so far, suggest Belinda Rowe and David Alberts. “Be a learn it all” instead of “a know it all”, says Alberts, while Rowe thinks Australia would benefit from more diverse leadership instead of the same faces job-hopping at the top – and listening to, and employing, a broader, more diverse range of voices full stop.

Meanwhile, they think experience counts now more than ever – yet media owners and agencies continue to shed older heads as Alberts’ “juniorisation” runs rampant. That leaves older staff facing narrowing options and robs junior staff of mentors and imparted wisdom.

Rowe, a former global boss at Publicis-owned Zenith, thinks diversity and difference of thought is why independent agencies are thriving locally and globally as brands recognise that the “cookie-cutter” scale on offer from global holding companies is less relevant now that technology is cheap and widely available.

Alberts, a one-time regional creative director at BBDO, Publicis Mojo and ECD/Chairman at Grey Global before founding leadership network BeenThereDoneThat, thinks media and marketing can solve its problems by stripping back complexity, de-siloing and focusing on what matters, i.e. a race to the top instead of a race to the bottom.

That is, “considered media” and nudging consumers to “buy less, but buy better” versus “TikTok made me buy it”.

The enemy, says Alberts, is “mindless media”. The fix, he suggests, is focusing on relevance and simplicity, with businesses leading from the top on purpose that inspires staff and permeates outwards – enabling brands to walk the talk and giving consumers and customers something genuine to believe in.

In that sense, brands should aim to be more Pukka Tea and less Kendall Jenner-era Pepsi, according to the duo, harnessing the full potential of their collective experience and financial firepower to contribute to culture instead of trying to “own culture”.

Says Alberts: “It’s not rocket science, just talent pointed in the right direction.”

Culture, nuance, diversity, purpose

In a wide-ranging podcast, Rowe and Alberts unpack how the Australian market differs from its global counterparts when it comes to change. Australian CEOs are “much more hopeful about the future of their business”, says Rowe, while in the US, there’s a much stronger “imperative for reinvention” – “they feel that potentially in 10 years that their business might not be relevant as it is today”.

Rowe says that sentiment is something that leaders may look to embrace locally, and for Alberts, it all comes down to the need find different ways of working. “It’s a simpler model, a talent-based model that actually can help solve problems, because we’re not solving a lot of them at the moment,” he says.

Diversity of thought begets better brands, suggests Rowe – and embracing diversity must come from the top so that it flows through the entire organisation. “Because that gets reflected out to what you’re doing in society and how you’re interacting with customers,” she says. “If you don’t have that, if you’re not authentic, if you’re not living your values and your culture internally, then it’s really hard to get momentum.”

Longevity, ageism and curiosity as differentiator

For much of the last century a high IQ was seen as an indicator of problem solving, logic and likely success. Then EQ, or emotional intelligence, came along and seemingly trumped it. But Alberts thinks CQ – curiosity quotient – is the new differentiator.

“Going forward, I think EQ is going to be replaced by CQ,” says Alberts. He thinks it can help solve what he calls the “juniorisation” of media.

“The curiosity quotient is something that can happen at all ages of your journey. In fact, our job now is to help make a more curious workforce. A lot of corporations have got so used to cutting senior people and taking away the agency of the employees and outsourcing the thinking. But if we can find a way to stimulate that curiosity within organisations, then I think you’re going to once again breathe life back into organisations that are stagnating.”

By instilling and rewarding curiosity, Belinda Rowe thinks businesses will find the answers to the existential challenge of remaining relevant in a rapidly changing world – because a diverse, curious workforce will help find those solutions naturally. But that means making work work for the workers.

“We need to look at different models and different ways of working,” says Rowe. “And that is a simpler, talent-based model that actually can help solve problems – because we’re not solving a lot of them at the moment.”

Media, lose the bias; advertisers, think what you’re funding

While social media is eating the lion’s share of digital ad dollars, Alberts suggests those dollars are fuelling division.

“I’m currently very involved in a project for the European Commission on how to tackle hatred in society. It’s a project where we bring 150 citizens from around Europe together to discuss the issues and challenges being faced,” he says.

“One of the things these citizens said is that the whole algorithmic role of social media to get clicks and as a marketing tool is to divide rather than bring people together. I think they really identified the vested interests of those platforms to do that.”

But he says “traditional and independent media”, i.e. legacy publishers, are also increasingly perceived as unbalanced, divisive and part of the problem.

“I think there’s a very strong feeling coming through that the role of different media companies is to put forward their own points of view and use their media channels to divide and conquer as well,” says Alberts.

“Brands need to understand the audiences they’re talking to and where they place their media. But I think people [publishers and platforms] need to start understanding what the citizens of society are looking for and understanding the responsibilities we have in tackling hate in society.”

Have a question or comment about this episode? We'd love to hear from you. Please fill in the form.

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9Network: BIGGER than ever

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The 9Network is BIGGER than ever

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

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

Year to date 2024:

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

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

Total Television
Weekly Viewers

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BVOD Audience Growth
Year-on-Year

Metro Linear TV Comm Share All Key Demos

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BVOD Comm Share All Key Demos

BVOD Average Monthly Reach
Year-on-Year

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

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

Total TV
Audience Growth
Year-on-Year

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Total TV Reach
Season 1

Total TV
Average Audience

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Total TV Reach
Season 10

Total TV
Average Audience
Each Episode

Streaming Audience
Year-on-Year

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Total TV Reach
Year to Date

Total TV
Audience Growth
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Year to Date

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

 

Create deep connections with the audiences you need to reach

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

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

Television will make your brand famous

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

A supercharged slate is still to come

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

 

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

 

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

TV_Talent

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

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Consumer Pulse April 2024

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WHAT'S HOT AND WHAT'S NOT

April 2024

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

Couple going for picnic

4-8 April, 2024

Inside this month’s Consumer Pulse dip

Mood of the Nation

The national mood

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

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

Dominant mood indicators

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

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

Australian values

Health, Enjoyment and Family Security

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

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

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

Conversation starters

Media Time

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

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

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

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

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

BRAND CONSIDERATION

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

Radio Ranking

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

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

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

BRAND CONSIDERATION

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

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spending HABITS

Believes money brings them security

Nine’s audience like to save then spend.

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

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

Senior couple using laptop and paying bills at home

BRAND CONSIDERATION

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

GET IN TOUCH

Want to know more?

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

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

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

Mike Sneesby, Nine CEO

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Bring on Paris 2024.

 

Wednesday, April 17, 2024

Nine.com.au Affiliate

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NINE.COM.AU // AFFILIATE

Introduction

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

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NINE.COM.AU // AFFILIATE

Introduction

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

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NOTE FROM THE EDITOR //

Kerri Elstub, Director

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

NOTE FROM THE EDITOR //

Kerri Elstub, Director

CappedLine

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

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NINE.COM.AU AUDIENCE //

The Numbers

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

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GENDER

Male49%
Female51%
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Monthly audience

Page views

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Average time spent on page

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AUDIENCE DEMOGRAPHIC

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AUDIENCE PROFILE

%

Home owner/

mortgage

%

Main income

earner

%

Have diploma

or degree

%

Grocery

buyer

%

Parents of

children U18 in HH

%

attended a

professional sport

event in P12M

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Source: Ipsos iris Online Audience Measurement Service May 2024, Age 14+, PC/laptop/smartphone/tablet, Text only, Brand Group, News Tier 1 Category, Audience (000s), Audience %, Avg Mins PP, Page Views (000s).

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Find out more about brand opportunities on:

Find out more about brand opportunities on:

Talk to us today

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

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Your home of the Olympics and Paralympics

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A movement that unites 98% of Australia

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

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

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Weekly Total TV Reach

9Now Weekly Reach

Total Publishing Reach

Weekly Total Radio Reach

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

 

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BVOD Comm Share, All Key Demos & Total People

Olympics and Paralympics

Metro TV Comm Share, All Key Demos & Total People

More Engagement

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

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17

DAYS

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32

SPORTS

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329

EVENTS

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12

DAYS

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22

SPORTS

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549

EVENTS

Bonjour!

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

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

Bonjour!

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

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

Australia's big event superstars

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

NinesHostTalent

Australia’s greatest Olympic and Paralympic athletes

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

A revolutionised, global first Olympic and Paralympic platform

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

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

Five powerful storytelling territories

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

StorytellingTerritoriesInspiring

Inspiring Australians to challenge themselves for a greater purpose

StorytellingTerritoriesInformation

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

StorytellingTerritoriesConnection

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

StorytellingTerritoriesThe-Future

Driving the future of humankind forward together

TotalTV

Total Television

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Total Audio

TotalPublishing

Total Publishing

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

The 24/7 main stage, live and on demand

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

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

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Daily Coverage

All day coverage hosted by experts

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On-demand Channels

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

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Olympic Themed Programming

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

Immediate, intimate, wherever and whenever

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

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

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In conversation, live and local

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Sydney and Melbourne’s biggest Breakfast shows

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

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Olympic-specific
DAB+ station

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

DedicatedPodcasts

Three dedicated
podcasts

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

Insight and expertise, from every angle

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

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

Creating more ways to celebrate the Games

Lifestyle

Lifestyle

Food

Food

Fashion

Fashion

Travel

Travel

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

Signed In Users

Increase Media Efficiencies

68 Targeting Segments Across 9 Verticals

Audience Enrichment from

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

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

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Episode Four

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

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THINK BIGGER

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

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

Read More

Don't match luggage

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

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

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

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

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

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

Play a bigger role

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

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

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

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

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

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

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

Find untapped niches

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

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

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

What great integration looks like

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

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

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

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

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

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

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

What powerful TV looks like

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

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

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

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

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

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

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