Nine’s plan for 2024: Adload overhaul, FAST TV push, personalisation play and more

Nine’s plan for 2024: Adload overhaul, FAST TV push, personalisation play and bankable measurement amid risky numbers game

Liana Dubois
Chief Marketing Officer, Nine

Michael Stephenson
Chief Sales Officer & Managing Director - Local Markets, Nine

Geoff Dyer
Director of Network Scheduling, Nine

Australia’s booming TV and digital video market is worth $7 billion in advertising, but increasing competition for that prize risks fuelling misinformation and marketer confusion. Nine’s CMO Liana Dubois, CSO & Managing Director of Local Markets Michael Stephenson, and Director of Network Scheduling Geoff Dyer unpack the bankable growth opportunities, new formats, channels, tech – and advertiser watch-outs – for 2024.

Nine Podcasts · Nine & Mi3 - Market Voice

A numbers game

Combined with television in all its forms, the Australian digital video market annually attracts seven billion in advertising dollars. It’s increasingly complex, with streamers now launching ad tiers, global video platforms pushing hard for a larger share of the spoils, and a long tail of social players staking their own claims for marketer budgets.

But the fundamentals of size, scale and measurement remain intact – and few if any can compete with total TV across those fundamentals, says Nine sales chief Michael Stephenson.

Of the $7 billion video pie, “the total television component – the combination of metro and regional television and BVOD – is about $3.5 billion,” says Stephenson. “You’ve then got YouTube, which is about $3 billion.” After that comes the “lower value” social players and the emerging ad-funded streaming players.

This increasingly competitive landscape, and its inherent cross-channel measurement challenges, is leading to some confusion in market, and some misinformation. Which is why marketers and media buyers require robust, reliable numbers on which to base their investments: $7 billion is a lot to misallocate.

Best data wins

Australia’s independent gold-measurement service, VOZ, set to launch as a total TV measurement currency in early 2024, vastly reduces the risk of misallocation.

“For me, VOZ really is the game changer,” says Stephenson.

“The ability to measure reach and frequency across the total video ecosystem that total television dominates will be a game changer and will allow brands to really measure the return on investment that they’re getting from their video campaigns.”

VOZ’s launch will also vastly reduce the complexity of TV planning and buying for advertisers, with “one source of measurement across traditional formats, live linear TV, live streaming and on demand,” across Seven, Nine and Ten, says Stephenson.

“It allows advertisers to bring together the best of broadcast with the best of digital in one media buy, allowing you to access all parts of the marketing funnel in a way that you simply can’t do anywhere else – because no one else can measure this stuff,” he adds. “Nowhere in the world has a country been able to do this.”

Amid talk of breakaway currencies, Stephenson thinks more complexity is the last thing marketers need – and reiterates calls for other networks and streaming platforms to lean in to the new measurement system.

“It is not an exclusive club. The opportunity for other video providers to be a part of it has always existed and exists today.”

BVOD: advertisers playing catch-up?

Either way, BVOD’s audience growth is powering. Geoff Dyer, Director of Network Scheduling, predicts that trend to accelerate in 2024.

“Married at First Sight had over two million viewers per episode this year, and 700,000 of them were on BVOD alone. Some episodes of Love Island Australia have an audience over 300,000 on BVOD,” says Dyer, who sees those numbers continuing to climb. “It’s incredible, it’s changing so fast.”

As such, Stephenson thinks advertisers may need to reweight budgets.

“The challenge for brands, advertisers and agencies is not so much understanding the landscape but understanding the balance between allocation of audiences or revenue from a media buying perspective,” he says.

“When 25 to 30 per cent of our audience in some instances is being delivered via either live stream or on-demand viewing, it would make sense that 25 or 30 per cent of your total television budget should also be transitioned there as well.

“The market broadly is behind that curve. So I think there’s going to be a really interesting theme that you see into 2024 about brands working on getting that mix right.”

Personalisation, playback, FAST TV boom

Two closely linked TV themes for 2024 are personalisation and viewer experience. 9Now’s new live home page is just the start, says Geoff Dyer. “There are a lot of things on the roadmap that haven’t been mentioned yet, but it all boils down to what do you want 9Now to be for you?”

Core to the plan is “how do we create 9Now and have personalisation to bring content that’s relevant to you on top [of the live home page]?” adds Dyer. In a world almost paralysed by choice, people “want that to be simplified for them a little bit”.

Which is where free ad-supported TV – or FAST – comes into play. That is, curated channels based on themes and genres that effectively work like a linear channel: all the shows that appeal to fans and specific audiences in one place. Pedestrian Television was the first of the network’s FAST channels out of the blocks, but Nine has a lot more coming, says Dyer.

“There'll be fast channels for everyone. Whether you’re a reality junkie, a crime buff, maybe you want to watch season after season of Love Island, we will create these premium curated channels where everyone feels like there’s something for them on 9Now, where they don’t have to make ten choices every night as to what they are watching.”

Nine CMO Liana Dubois thinks FAST channels mark a “tipping point and transition moment” for total TV, bringing genuine addressability to a mass medium.

“The restrictions [that apply] in a broadcast world start to get broken down, and rather than being this sort of one to many medium, which is still incredibly powerful today, we can get much more personalised and be one-to-one, but still at scale, and still deliver that reach and that impact.”

Adloads, adtech, add more

Adloads are a key aspect of viewer experience – and Nine is now actively working on ad break architecture, says Michael Stephenson, looking at ad break lengths and formats across BVOD and FAST channels to work out the best balance for user engagement and attention.

Meanwhile, adtech investments mean more advertisers can take advantage of highly targeted ads – down to postcode level. Nine Ad Manager, launched at Nine’s recent Upfront presentation, will even create the ad for brands in minutes via a self-serve platform using AI. Stephenson suggests it gives small to medium firms a far more compelling, premium, brand-safe and privacy-compliant alternative to social video.

Given Nine has “almost 50 per cent share of the BVOD market”, Stephenson thinks marketers will see plenty of upside in 2024.

“Interactive advertising, the ability to engage with ads as you're seeing them live utilising your remote control, sending information directly to your mobile device – that really takes interactivity to the next level,” he says.

“Dynamic creative optimisation, the ability to deliver up to 10,000 different creative executions off the back of one piece of video – there is a truckload of stuff happening.”

Here’s to an Olympic-sized 2024.

Source: OzTam (5 City Metro & Regional Combined Panel) Nine Network, Nine Content Affiliates, MARRIED AT FIRST SIGHT, Excluding Encore, Average Audience, Total People, Consolidated 28; OzTAM Live + VOD VPM, 9Now Only, Con28, Married at First Sight (30/01/2023 - 3/04/2023), includes coviewing on connected tv devices. OzTAM LIVE + VOD VPM, Love Island Australia, 30/10/2023 - 29/11/2023 v 31/10/2022 - 30/11/2022, includes co-viewing on connected TV devices. OzTAM Live + VOD VPM, 1 January 2023 – 30 November 2023. Metric: CFTA Minutes, duration 0+, includes coviewing on Connected TV.

Nine’s End of Year Ratings 2023

The 9Network has ended the year as No.1 in all key demographics in the five major capital cities.

For the fifth year in a row, 9Network has once again asserted its dominance as the most watched network in the five major capital cities with the demographics that matter most to advertisers.

Across the calendar year, the 9Network has swept to an emphatic victory as the outright No. 1 in all of the key demographics with People 25-54, 16-39 and Grocery Shopper + Child. Furthermore, the 9Network recorded the highest ever commercial shares of any network with People 25-54 and 16-39.

The biggest Total Television audiences
are right here on Nine

200722_Nine_Executives_Michael_Healy_0736

Michael Healy, Nine's Director of Television, said: “Nine is proud to have delivered Australia’s best content yet again to engage our audiences. As a dominant force with all key demographics, we have increased our lead over our competitors. Our continued success is a testament to a consistent programming slate featuring the biggest moments on television, including the nation’s most talked about programs in Married at First Sight and The Block. Our sports broadcasts wield immense cultural impact as evidenced by this year’s Ashes series and thrilling NRL Grand Final. Our news and current affairs output is world-class, underscored by our remarkable achievements at this year’s Walkley Awards. We are also proudly home to the country’s No. 1 BVOD player, with 9Now boasting almost half of the commercial share.”

200722_Nine_Executives_Michael_Stephenson_0054

Michael Stephenson, Nine’s Chief Sales Officer, said: “The future of TV is Total TV - a combination of terrestrial, live streaming and on-demand. We license, create and curate our content schedule to maximise audiences across live, live streaming and on-demand. The growth of 9Now is critical to advertisers and reflective of changes in consumer behaviour.”

The network’s continued dominance in the key demographics is underpinned by an unrivalled content slate that began in January with the Australian Open and continued throughout the year with hit after hit - Married At First Sight, LegoMasters, Parental Guidance, The Summit, The Block, Love Island Australia, Travel Guides and The Hundred with 9News, A Current Affair and 60 Minutes, as well as sporting blockbusters State of Origin, the NRL and NRLW, The Ashes, and the ICC World Cup.

When Australians unite around content, they turn to the 9Network, which is the home of the highest rating entertainment program of the year (The Block - Winner Announced), the No. 1 reality series (Married at First Sight), No. 1 new reality series (The Summit), No. 1 metro light entertainment series (Travel Guides), No. 1 daily current affairs program (A Current Affair) and the No. 1 weekly commercial free-to-air current affairs program (60 Minutes).

Linear Television – Network commercial shares
6pm to midnight - 2023 calendar year (Jan 1 - Nov 30)
All key demographics

18:00-MN	Network	Network	Network
25-54	39.2%	34.6%	26.1%
16-39	39.5%	35.1%	25.4%
GS + CH	41.4%	34.3%	24.3%
Total People	39.0%	39.7%	21.4%

Source: OzTAM Metro 5 City, 1 January 2023 – 30 November 2023, 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 30 November 2023.

Linear Television – Network commercial shares
6am to midnight - 2023 calendar year (Jan 1 - Nov 30)
All key demographics

06:00-MN	Network	Network	Network
25-54	39.6%	36.7%	23.7%
16-39	40.6%	36.1%	23.3%
GS + CH	42.7%	35.2%	22.1%
Total People	39.98%	39.97%	20.05%

Source: OzTAM Metro 5 City, 1 January 2023 – 30 November 2023, 6:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 30 November 2023.

With an unparalleled slate of engaging content, from gripping dramas and reality shows to award-winning news coverage and live sports events, the 9Network has consistently outperformed its rivals with the audiences so eagerly sought by advertisers and marketers.

The strength of 9Network’s entertainment franchises including Married At First Sight and The Block has the ability to deliver valuable under 50 audiences, with 9Network able to lay claim to being the ‘Under 50 Network’, with a greater share of this lucrative metro audience than any of its competitors.

Linear Television - Network commercial shares
6pm to midnight - 2023 calendar year (Jan 1 - Nov 30)
Under 50s

18:00-MN	Network	Network	Network
0-49	38.8%	35.2%	26.1%

Source: OzTAM Metro 5 City, 1 January 2023 – 30 November 2023, 18:00 – 23:59, Network Nine, Network Seven, Network 10,0-49, Commercial Share, Consolidated 28 as at 30 November 2023.

Australia's No.1
Broadcast Video on Demand Platform
All Key Demos & Total People

Broadcast Video on Demand commercial shares
2023 calendar year (Jan 1- Nov 30)


25-54	48.7%	35.8%	15.6%
18-39	51.3%	34.3%	14.4%
0-39	50.7%	34.4%	15.0%
0-54	49.3%	35.4%	15.3%
Total People	48.0%	36.6%	15.4%

Source: OzTAM Live + VOD VPM, 1 January 2023 – 30 November 2023. Metric: CFTA Minutes, duration 0+, includes coviewing on Connected TV.

In 2023, 9Now has reached more Australians than any other commercial free-to-air BVOD platform. On average, 4 million Australians tune into 9Now every month - 17% more than 2022. An astonishing 18.7 billion minutes of content has been streamed on 9Now in 2023 - a year-on-year increase of 16%.

Nine is home to the biggest shows in Australia

No.1 reality television series - Married at First Sight

No.2 reality television series -The Block

No.1 metro light entertainment series - Travel Guides

No.1 daily current affairs program - A Current Affair

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

Source: OzTAM Metro (5 City Metro) + Regional TAM Regional (Combined Agg Mkts), 1 Jan - 29 Nov 2023, excludes "ENCORE" "RPT" "R", Programs grouped based on primary description and by genre (L1 / L2 where applicable / L3 where applicable), FTA primary + multi channels, Total People, AUD (ranked on Metro + Regional), consolidated 28 data (at 30 Nov 23).

Nine’s highest rating program of the year was the thrilling NRL Premiership decider between the Penrith Panthers and Brisbane Broncos which recorded a Total TV audience of 3.6 million. It secured a streaming audience of 605,000 on 9Now - the largest for a rugby league game in history. This year’s NRL season boasted year-on-year growth of 36.2% in BVOD and 1.7% in Total TV.

Our next three highest rating programs of the year were the 2023 State of Origin Series, which recorded Total TV audiences of 3.4 million (Match 1), 3.2 million (Match 2) and 2.6 million (Match 3). This year’s State of Origin Series enjoyed year-on-year growth of 22.6% in BVOD and 2.8% in Total TV.

The Australian Open Men’s Final was Nine’s fifth highest rating program of the year with a Total TV audience of 2 million.

The Block - Winner Announced is the highest rating non-sports program of the year and recorded a Total TV audience of 2.4 million.

In its incredible 19th series, The Block achieved a Total TV average audience of 1.4 million per episode - an increase of 43% on its overnight audience. An average of 294,000 viewers watched each episode on 9Now.

Married at First Sight achieved a Total TV average audience of 2 million per episode - an increase of 71% on its overnight audience. An average of 669,000 viewers watched each episode on 9Now. This year’s series of MAFS recorded year-on-year growth of 22.3% in BVOD and 1.2% in Total TV.

Lego Masters achieved a Total TV average audience of 1.1 million per episode - an increase of 53% on its overnight audience. An average of 166,000 viewers watched each episode on 9Now.

Travel Guides achieved a Total TV average audience of 1.2 million per episode - an increase of 41% on its overnight audience. An average of 184,000 viewers watched each episode on 9Now. In 2023, Travel Guides achieved year-on-year growth of 31.4% in BVOD and 3.6% in Total TV.

The Summit achieved a Total TV average audience of 766,000 per episode - an increase of 33% on its overnight audience. An average of 147,000 viewers watched each episode on 9Now.

My Mum Your Dad has achieved a Total TV average audience of 610,000 per episode - an increase of 48% on its overnight audience. An average of 157,000 viewers are watching each episode on 9Now.

Love Island Australia is once again a smash hit on 9Now, averaging 293,000 viewers per episode on the BVOD platform.

9News has completely dominated its opposition in the BVOD space, winning every single week of the year. Each night, an average of 47,000 viewers stream 9News via 9Now, compared to 35,000 streaming 7News on 7Plus.

Today has also completely dominated its breakfast opposition in the BVOD space, winning every single week of the year. Each morning, an average of 24,000 viewers stream Today via 9Now, compared to 19,000 streaming Sunrise on 7Plus.

Header Source: OzTAM Metro 5 City, 2019 - 2023 Survey Years as at 30/11/2023 (excluding 23/07/21-08/08/21), 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos, Commercial Share, Consolidated 28 as at 30 November 2023. Strongest Share Source: Source: OzTAM Metro 5 City, 2001 - 2023 to 28/11/2023, 18:00 – 23:59, Network Nine, Network Seven, Network 10, P 25-54, P 16-39, Commercial Share, Consolidated 28 as at 29 November 2023. Program Source: OzTam (5 City Metro & Regional Combined Panel) Nine Network, Nine Content Affiliates, Excluding Encore, Average Audience, Total People, Consolidated 28; OzTAM Live VPM, NRL Grand Final (1/10/2023), State of Origin Games 1-3 (31/5/2023 - 12/07/2023 v 8/06/2022 - 13/07/2022), NRL Premiership -Matches Only (2/03/2023 - 1/10/2023 v 10/03/2022 - 2/10/022), Australian Open Men's Final (29/01/2023), Nine News Hour Sunday - Saturday (1/1/2023 - 9/11/2023. 29/11 based on pre-logs), Today (2/1/2023 - 9/11/2023. 29/11 based on pre-logs), includes coviewing on connected tv devices; The Block Winner Announced (5/11/2023), based on pre log; OzTAM Live + VOD VPM, 9Now Only, Con28, The Block (6/8/2023 - 5/11/2023), Married at First Sight (30/01/2023 - 3/04/2023 v 31/01/2022 - 4/04/2022), Lego Masters (10/04/2023 - 8/05/2023), Travel Guides (19/04/2023 - 14/06/2023 v 30/03/2022 - 18/05/2022), The Summit (14/05/2023 - 4/06/2023), My Mum, Your Dad (31/10/2023 - 20/11/2023); OzTAM Live + VOD VPM, Rolling Cume, Love Island Australia (30/10/2023 - 29/11/2023), includes coviewing on connected tv devices. *The Block and My Mum, Your Dad consolidated 28 as at 29/11/2023.

For more information

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

Adrian Motte
Senior Communications Manager
amotte@nine.com.au

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

9Network: The one for your brand

NO.1 NETWORK ALL KEY DEMOS
THE ONE FOR YOUR BRAND

With its wide reach and impactful storytelling, television across all screens allows brands to connect, inspire and leave a lasting impact on audiences. And there’s no place like the 9Network to do just that.

To tell your brand story to millions of highly engaged Aussies, drive impact and see real return on investment, total television on Nine is the ultimate solution.

Capturing the hearts and minds of Aussies no matter where they choose to engage

When Australians unite around content, they turn to Nine. We are home to the best in entertainment, the most trustworthy news and a whole wide world of sport.

For the fifth year in a row, the 9Network has once again asserted its dominance as the most watched network in the five major capital cities with the demographics of choice for advertisers.

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.

Linear Television Network
All Key Demos
5 Major Cap Cities

+

CFTA BVOD Comm Share
Total People, People 25-54,
People 18-39

+

Minutes of
Content Streamed
Year-to-Date

Comm Share
for any Network Against
All Key Demos

Aussies Tune in to
9Now Every Month
_

+

Minutes Growth
Year-on-Year

Source: OzTAM Metro 5 City, 1 January 2023 – 29 November 2023, 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 30 November 2023. OzTAM Metro 5 City, 1 January 2023 – 29 November 2023, 6:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 30 November 2023. OzTAM Live + VOD VPM, 1 January 2023 – 29 November 2023. Metric: CFTA Minutes, duration 0+, includes coviewing on Connected TV.

The most recognised content
and biggest live events

Total TV Audience
NRL Grand Final
Panthers v Broncos

+

Streaming Audience
the Largest for a
Rugby League Game
in History

+

Total TV Reach
State of Origin
Games 1-3

+

Streaming Audience
Year-on-Year Growth
State of Origin
Games 1-3

+

Total TV Reach
Australian Open
Weeks 1-2

+

Incremental
BVOD Reach
in Total People

+

Total TV Reach
Married At First Sight
Season 10

+

Average
Streaming Audience
Each Episode

+

Streaming Audience
Year-on-Year Growth

In News
Viewing via BVOD
Every Week of the Year

In Breakfast
Viewing via BVOD
Every Week of the Year

Source: OzTam (5 City Metro & Regional Combined Panel) Nine Network, Nine Content Affiliates, Excluding Encore, Average Audience, Total People, Consolidated 28; OzTAM Live VPM, NRL Grand Final (1/10/2023), State of Origin Games 1-3 (31/5/2023 - 12/07/2023 v 8/06/2022 - 13/07/2022), NRL Premiership -Matches Only (2/03/2023 - 1/10/2023 v 10/03/2022 - 2/10/022), Australian Open Men's Final (29/01/2023), Nine News Hour Sunday - Saturday (1/1/2023 - 9/11/2023. 29/11 based on pre-logs), Today (2/1/2023 - 9/11/2023. 29/11 based on pre-logs), includes coviewing on connected tv devices; The Block Winner Announced (5/11/2023), based on pre log; OzTAM Live + VOD VPM, 9Now Only, Con28, The Block (6/8/2023 - 5/11/2023), Married at First Sight (30/01/2023 - 3/04/2023 v 31/01/2022 - 4/04/2022), Lego Masters (10/04/2023 - 8/05/2023), Travel Guides (19/04/2023 - 14/06/2023 v 30/03/2022 - 18/05/2022), The Summit (14/05/2023 - 4/06/2023), My Mum, Your Dad (31/10/2023 - 20/11/2023); OzTAM Live + VOD VPM, Rolling Cume, Love Island Australia (30/10/2023 - 29/11/2023), includes coviewing on connected tv devices. *The Block and My Mum, Your Dad consolidated 28 as at 29/11/2023.

Total TV Audience
NRL Grand Final
Panthers v Broncos

+

Streaming Audience
the Largest for a Rugby League Game
in History

+

Total TV Reach
State of Origin Series
Games 1-3

+

Streaming Audience
State of Origin Series
Year-on-Year Growth

+

Total TV Reach
Australian Open Tournament
Weeks 1-2

+

Incremental
BVOD Reach
in Total People

+

Total TV Reach
Season 10

+

Average
Streaming Audience
Each Episode

+

Streaming Audience
Year-on-Year Growth

In News Viewing
via Broadcast Video on Demand
Every Week of
the Year

In Breakfast Viewing
via Broadcast Video on Demand
Every Week of
the Year

Create deep connections with the
audiences you need to reach most

Television is a powerful medium with a unique ability to captivate audiences, creating shared experiences that truly bring people together. And with Nine’s leading total television offering, 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 most. A true elevation of your message, with the ability to measure your campaign’s effectiveness in real time.

Unlock the power of impactful
marketing moments still to come

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, sexy singles continue to flirt up a storm in the Love Island Australia Mallorcan villa, everyday Aussies are embarking on journeys to the most exhilarating places on the planet in Travel Guides and the Christmas spirit is fast approaching, with Australian music icon Paul Kelly making his debut at Vision Australia’s Carols by Candlelight this holiday season. All this, in the lead up to the much anticipated Married at First Sight next year.

In sport, the 2024 Australian Open will start on Sunday, January 14, next year – a 15-day event guaranteed to bring the action like never before. Plus, audiences are gearing up for another blockbuster season of NRL and NRLW, followed by Australia’s greatest sporting rivalry, the Ampol State of Origin series.

All eyes and ears will be on Paris next year, as Nine’s Wide World of Sports will bring every captivating moment, across a plethora of events, at the historic Olympic and Paralympic Games.

Television will make your brand famous. Need proof? Explore how we've helped our partners realise their BIG ideas.

Explore

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

Footy on Nine Audio 2024

ALL CODES COVERED ON NINE AUDIO

Footy cuts deep into our culture and community. It’s powerful because it’s real, unscripted, and the stories live on long after the stadium lights go down.

In 2024, Nine Audio is your one-stop shop for official NRL and AFL coverage, with access to the best live games as well as pre and post-game commentary from some of the country’s leading broadcasters.

To find out what your brand can achieve with a premium footy on Nine Audio partnership, request a tailored response to help realise your marketing objectives today.

Request presentation

NRL ON NINE AUDIO
JOIN THE CONVERSATION

For decades, Nine Audio has brought the sport that we can't get enough of, rugby league, to the homes and hearts of listeners all around the country.

NRL offers 32 weeks of continuous conversation, spread across multiple competitions, providing opportunities to tell your brand story in and around key calendar moments – this year like never before.

LET’S TALK NINE AUDIO’S NRL SUPER HOSTS
THE CONTINUOUS CALL TEAM

PREMIUM GAMES AND MORE PASSIONATE FANS

Only Nine Radio has exclusive radio rights to the best premium games each weekend on 2GB and 4BC: Friday 8.00pm, Saturday 5.30pm and 7.30pm, and Sunday afternoons at 4.00pm. Giving brands the ability to integrate into live sport across multiple weekly touch points.

BETTER CONTENT AND A BRAND SAFE ENVIRONMENT

In 2024, the Continuous Call Team will celebrate its 38th consecutive year broadcasting the National Rugby League. It is the longest continuously-running sports program in the history of Australian commercial radio. With that comes experience like no other attracting the best guests from across the NRL to join in the conversation, week in, week out.

UNRIVALLED BETTER ENGAGEMENT

Nine Radio’s NRL programming has the highest level of engagement with over 2 hours each week when compared to other radio stations. Deeper engagement means we can deliver cut through for brands, driving awareness and sales.

Source: GfK Radio360 Ratings, Sydney + Brisbane Survey 5 2023, Cume (000s), Fri 1900-2300, Sat 1300-2200, Sun 1300-1900, TSL (HH:MM), 2GB or 4BC, AP10+.

NINE'S NRL FANS CAN'T GET ENOUGH OF THE CONTINUOUS CALL TEAM

+

OF NRL AUDIO CONTENT

We are a direct line to the nation’s footy fans, serving up the biggest and best rugby league Australia has to offer, with world-class analysis of all the action on and off the field.

Source: approx. 25 hours of live NRL radio content each week on 2GB

TALKING FOOTY AT SCALE
WHEREVER AND HOWEVER PEOPLE ARE LISTENING

Continuous Call Team in Sydney and Brisbane

+

Footy listeners each week

+

NRL Podcast Downloads^

Source: Radio360 Ratings Sydney Survey 5 2023, Fri 7pm-11pm, Sat 1-11pm, Sun 1-7pm, Market Share (NRL Broadcasters Only), 2GB AP10+. ^Triton Australian Podcast Ranker August 2023, CCT, Six Tackles with Gus, 2GB Wide World of Sport, 100% Footy, Top Blokes, Stories of Origin.

THE NRLW IS SET FOR AN EVEN
BIGGER AND BETTER YEAR IN 2024

The women of the NRLW are rewriting the history books, shattering barriers, and redefining what it means to be an athlete. 

In 2023, Nine’s Wide World of Sports made a landmark investment in the growth of women’s league. With increased coverage across the season with full calls of State of Origin Games 1 and 2, and the NRLW Grand Final by our No.1 NRL call team. Plus, a dedicated weekly women in league segment on the Continuous Call Team and Wide World of Sports, and a weekly podcast dedicated to NRLW.

A season sponsorship of the NRLW helps position a brand as a leader and supporter of the sport, enhancing the brand’s reputation and credibility, especially among fans.

AFL ON NINE AUDIO 
JOIN THE CONVERSATION

When it comes to the AFL, Nine’s two football stations, 3AW and 6PR, are second to none. With longer pre-game and post-game analysis than anyone else, our coverage is unmatched.

In 2023, we extended our decades-long partnership with the AFL. Not only did our listeners have access to 3AW and 6PR's unrivalled commentary and coverage through their local station, the new agreement incorporated full streaming rights across Australia, giving fans the ability to listen anywhere, anytime, on any device.

LET’S TALK NINE AUDIO’S AFL SUPER HOSTS
THE 3AW AND 6PR FOOTBALL CALL TEAMS

PREMIUM GAMES AND MORE PASSIONATE FANS

3AW and 6PR will call premium games across Fridays, Saturdays and Sundays, bringing fans over 100 AFL games across the season. Giving brands the ability to integrate into live sport across multiple weekly touch points.

BETTER CONTENT AND A BRAND SAFE ENVIRONMENT

3AW will continue the tradition of over 80 years of broadcasting Aussie Rules, the longest continuously-running sports coverage in Australian commercial radio. Our super hosts create a brand safe AFL environment you can’t find anywhere else.

UNRIVALLED BETTER ENGAGEMENT

Nine Radio’s AFL programming has the highest level of streaming engagement. Deeper engagement means we can deliver cut through for brands, driving awareness and sales.

TALKING FOOTY AT SCALE
WHEREVER AND HOWEVER PEOPLE ARE LISTENING

3AW Melbourne

+

Footy listeners each week - 3AW and 6PR

+

AFL Podcast Downloads in August^

Source: GfK Radio360 Ratings, Melbourne Survey 5 2023, Market Share %, AFL Broadcasters Only, Fri 6pm-12MN, Sat 12-12MN, Sun 12-7pm, Cume (000s) Incl 6PR Sat 11.30am-8pm, Sun 12-6pm, AP10+, unless otherwise specified. ^ Triton Australian Podcast Ranker August 2023, 3AW is Footy, Real Footy, Footy Classified, Footy Nightline, 3AW & 6PR Wide World of Sport, Eddie & Jimmy

AFLW ON NINE AUDIO
A SPORTING REVOLUTION YOU'LL WANT TO HEAR

Brace yourself for fierce athleticism, unmatched skill and a level of passion that will leave you breathless. The women of AFLW are rewriting the history books, from bone-crunching tackles to spectacular goals, every match is a testament to their dedication and resilience.

Don't miss a moment of this electrifying competition on Nine Audio, as heroes rise, rivalries ignite and legends are born. AFLW is where the spirit of the game meets the power of women, and it's a sporting revolution you won't want to miss!

DIGITAL STREAMING OF PREMIUM SPORTING CONTENT IS ON THE RISE

CONTEXTUAL RELEVANCE MAKES YOUR MESSAGE WORK HARDER

With contextual streaming opportunities available through our Sports Fans Package, your brand can reach footy fans nationally across the NRL on 2GB and 4BC plus AFL on 3AW and 6PR. In fact, studies have also shown how ad-context alignment drives business outcomes:

+

Enhanced engagement with contextual advertising

+

Average increase in purchase intent due to contextual alignment

+

Increase in unaided awareness

+

Lift in sales

Source: Radiocentre’s ‘Emotional Multiplier’ study & ARF’s contextual alignment study 2020.

THE HOME OF SPORTS PODCASTING

Nine's top sports journalists, experts and commentators keep sports fanatics informed and engaged across Australia all year round. On average, attracting 730,000 podcast downloads each month during football across sport categories.

Extend your brand conversation across the week with catch up and original podcasts. Giving fans the chance to tap into their passion and interest on demand and on-the-go, with trusted opinion and engaging stories reaching a new generation of listeners.

Source: Triton Podcast Metrics, April-August 2023 Average, Total Nine, Downloads, Category = Sport.

ORIGINAL NINE FOOTY PODCASTS

IF IT MATTERS TO FANS, FOOTY ON NINE AUDIO WILL DELIVER

Sports marketing is a powerful tool that numerous brands have leveraged to deliver real success. Best of all, it’s a genre that works across virtually every industry. Why does it have such power? Because it has the winning ability to connect brands with fans.

Nine’s leading audio platforms offer just that. Connecting with footy fans who are passionate, highly engaged, have money to spend, and immerse themselves in premium footy content week after week across all codes.

The reigning premiers
of creativity and results

Big ideas make brands famous.
As does the power of premium sporting content.

And with the help of Powered by Nine, we have a big idea for every budget, underpinned by Australia’s best footy content spanning television, digital, print and radio. From the main game to the experts and the entertainers, we provide brands with an unrivalled platform to tell their story.

Explore Powered Studios

Macca's season-long strategic campaign brought to life across Nine Radio

Challenge: To entrench Macca’s into the NRL audiences’ game-day ritual and become the favourite and most trusted QSR brand.

Solution: Macca’s combined a season-long naming rights partnership with clever creative executions and messaging across the Continuous Call Team’s weekend coverage, plus extensions into the Wide World of Sports program.

A 'Who will deliver' segment analysing the player who the talent think will "deliver" for their team in the game.

A clever use of creative, leading listeners to believe they were hearing show talent enjoying their Macca’s delivery behind the scenes, with the mic accidentally left on.

Visual branding on studio TVs combined with on-air messaging gave Macca’s interactive ownership.

Honda MPE's spring campaign brought to life through a finals partnership with 3AW footy

Challenge: Increase consideration and position the Honda MPE top of mind by re-establishing Honda Power Equipment as a premium brand.

Solution: By leveraging a 3AW footy finals partnership, Honda MPE unlocked the premium nature of Nine’s audio broadcasting. The conversation was extended with a focus on durability and reliability of their premium products through creative segments placing Honda MPE at the forefront in this space.

Each week the commentary team in partnership with Honda nominated the most durable and reliable player of the day. Reflecting on the player who was a mainstay for the team and tapping into Honda’s brand traits of durability and reliability, it drove the brand story home with listeners.

To find out more about what your brand can achieve through a premium footy partnership with Nine Audio, request a tailored response to help realise your marketing objectives today.

Request more information - GENERIC

Nine in 2024

Start now with Australia's Media Company

In 2024 and beyond, we will work closely with you to help maximise the true breadth of Nine’s content, data and technology - the ultimate marketing platform.

As Australia’s Media Company, we’re focused on the stories that bring us together. Our commitment to shaping culture, challenging perspective and entertaining Australia is unwavering. With new and exciting long term content investments, a focus on innovation and creativity and amplified targeting capabilities, there truly is no place like Nine to grow your business.

Best of all? You can leverage all of this and more, today.

CENTRE OF DIGITAL EXCELLENCE

STRATEGY & INSIGHTS • CONTENT PARTNERSHIPS & EXPERIENCE • STUDIOS • EFFECTIVENESS

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

Find out more

Connecting Australia through the Olympic and Paralympic movement

Since its very beginning, Nine’s journalists have been telling the story of the modern Olympic movement in the pages of the Sydney Morning Herald and The Age. And through the years, we have continued to amplify the journey of the Olympic and Paralympic Games through our television, audio and publishing channels.

That legacy is important, alongside the role we will play in uniting Australia around the athletes of today and showcasing the heroes of tomorrow. A decade of storytelling on Nine starts now.

From Paris 2024 to Brisbane 2032, Nine is your home of the Olympics and Paralympics.

Find out more

A marathon of world first brand opportunities for Paris 2024

Nine’s world first united content ecosystem will allow brands to reach 98% of Australians in a campaign window stretching nearly 10 months. Building excitement with a total media promotional campaign, brands can unlock the power of the Olympics from January’s Winter Youth Olympic Games all the way to the Paralympic Closing Ceremony on September 8.

The Olympic broadcast will feature two dedicated channels on Channel 9 and 9Gem filled with Olympic content 24 hours a day.

9Now will run 40 individual channels live and on-demand ensuring Australians don’t miss a second of any event, with an extensive curation of VOD highlights and full replays.

Nine’s stable of prestigious mastheads will deliver insights and expert analysis from every angle, including a 24-hour daily blog and newsletters.

Nine’s audio network including local stations and 9Podcasts will lead the conversation around daily key moments and is the only place Aussies will be able to listen to the Olympics live.

All this, underpinned by CODE, Nine’s Centre of Digital Excellence and Powered, Nine’s creative marketing division, delivering a powerful, seamless, and effective partnership with Nine.

TV’s biggest moments start right here, across all screens

Todays television is live broadcast, streaming and on demand. And we bring all of it to 17.8 million Aussies each month how, when and where they want to consume it.

Find out more

A world class,
streaming-first platform

Across Nine, we are continuing to evolve our digital future - bringing to life differentiated, world class products and audience experiences. On 9Now, we are committed to reaching all of Australia with a world of free sport, news and entertainment. Live and on demand.

Viewers and brands catapulted into new golden era as 9Now undertakes Australia-first transformation

With a long term strategy to ensure 9Now is at the pinnacle of streaming technology, plus state-of-the-art user experience and ad capabilities, Australia’s favourite BVOD platform now includes a refreshed and more easily navigated home page, putting viewers straight into a full screen, live broadcast similar to traditional TV – a game changer for CTV on the biggest screen in the home.

CUTTING EDGE
TECHNOLOGY

NEW & IMPROVED
FUNCTIONALITY

MARKET LEADING
INTERACTIVE AD
CAPABILITIES

A FUTURE OF
FAST CHANNELS

SEAMLESS BRAND
INTEGRATION

OPTIMISED
TARGETING

Find out more

A world leading tech platform utilising Artificial Intelligence will give Australian small and medium businesses access to Nine’s 20 million signed in users to create video advertising on 9Now in just seconds, for as little as $500.

With the ability to be able to precisely target audiences using age and sex demographics, postcode and Nine’s market-leading 9Tribes profile segments, Nine Ad Manager is an all-in-one self-service tool allowing advertisers to connect with customers in a premium streaming environment.

Find out more

Nine reveals world leading ad platform empowering
small and medium businesses to grow

We're talking,
Australia's listening

Today’s audio is a combination of live broadcast, live streaming and podcast. With audience listening habits changing, we have evolved our audio offering right alongside them.

Nine radio talks to almost 1.9 million listeners each week, taking out the No.1 station in both Sydney and Melbourne. We have a strategy in place to build new audiences no matter where they choose to engage. 1 in 5 listen to Nine Radio via a connected device each week, with a whopping +3.3 million 9Podcast downloads recorded last month.

Find out more

Impact and influence through Nine's news and lifestyle powerhouse

Nine’s Total Publishing Division is a news and lifestyle powerhouse, leading the national conversation and engaging +16.6 million Australians each month. With a long history of impactful journalism, The Sydney Morning Herald remains Australia's most read news brand, The Age maintains it's lead as Victoria's most read masthead and The Australian Financial Review as Australia's most read premium business masthead.

From C-Suite decision makers, influencers and mass audiences, our publications are at the heart of conversations that matter, holding the powerful to account and creating valuable connections for advertisers.

Find out more

Average Total News Audience

Monthly Audience

Expanded e-commerce media solutions across Nine’s entire digital content portfolio

Following the success of Product Reviews, Nine plans to expand our e-commerce media solutions across our entire editorial portfolio will allow advertisers to embed their products into trusted environments and benefit from the online sales generated by referrals from our extensive multi-platform network. A unique proposition to connect with a de-duplicated audience of 13.7 million monthly.

Find out more

Australia's biggest data lake, 20 million signed in users

We’re actively looking to understand more about consumption trends, people’s actual behaviours, how and why they engage with Nine’s content.

Utilising our signed in users, brands can connect with audiences like never before. Nine’s first party data set has 68 different segments and 9 Games verticals, coinciding with the launch of a brand new set of 9Tribes segments.

NEW market-leading digital and data capabilities

Nine's new audio targeting product across both streaming and podcasting that utilises 9Tribes market leading data set for more efficient and effective target solutions.

A ground-breaking industry initiative enabling optimised reach and frequency-based buying across 9Now, 7Plus and 10Play, whilst also providing the ability to measure the incremental reach this bring to clients linear TV campaigns.

Unification of anonymous and registered user data from Stan and Domain, along with site intercept surveys will capture more audience attributes than ever before.

Integration of two new partners into our Audience Match platform will allow seamless data transfer from their platforms to Nine, enabling you to precisely target new or existing customers using your own CRM.

Ground breaking retail media partnership program

Nine's retail media partnership program will amplify and extend the omnichannel ecosystem of our retail media partners and help advertisers multiply the return on their retail media investment, utilising Nine's unique set of assets, content and 1st party data.

Find out more

Powered has been designed to realise big ideas and unlock the power of creativity in driving real, measurable results for your business.

Whether you need support with strategy, creative development and production, content integration and content marketing know-how, or closing the loop to determine how effective your campaign was. Powered are here to help.

Find out more

Recap on Nine Upfront 2024

We'd like to thank Rhoda Roberts AO, creative director of Calling Country.

Australia's Media Company

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

Source: OzTAM © 2023, TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], National, Nine Content, Total TV, Linear TV Total, Total BVOD, Cumulative Reach (000s), L12M (Apr 2023-Mar 2024) Consolidated 7 (BVOD is When Watched).

GfK Radio360 Ratings, SMBP Survey 2 2024, Total Radio, Streaming, Mon-Sun 12MN-12MN, Cume (000s), Nine Radio 2GB, 3AW, 4BC, 6PR AP10+. Triton Podcast Metrics March 2024, Downloads, Total Nine, unless otherwise specified.

Source: Roy Morgan Research; People 14+ for the 12 months ending December 2023. Audience data is based on the last 4 weeks averaged over the 12 months to December 2023.

*Nine's Total Publishing Division figure includes: nine.com.au, SMH Print & Digital, The Age Print & Digital, AFR Print & Digital, Brisbane Times, WA Today, Domain Digital, Good Weekend VIC & NSW, Sunday Life VIC & NSW, Domain NIM VIC & NSW, AFR Magazine, Traveller, Good Food, Fin!, Pedestrian Group Network, Drive.

Source: Roy Morgan Research; People 14+ for the 12 months ending December 2023. Audience data is based on the last 4 weeks averaged over the 12 months to December 2023.

Ipsos iris Online Audience Measurement Service March 2024, Age 14+, PC/laptop/smartphone/tablet, Text only, Media Report, Total Brand Group: nine.com.au, Audience (000s).

Ipsos iris Online Audience Measurement Service March 2024, Age 14+, PC/laptop/smartphone/tablet, Text only, Media Report, Total Brand Groups: nine.com.au, SMH, The Age, Brisbane Times, WA Today, AFR, Audience (000s).

We have Australia’s total attention

WE HAVE AUSTRALIA'S TOTAL ATTENTION
ALL EYES ON YOUR BRAND

With its wide reach and impactful storytelling, television across all screens allows brands to connect, inspire and leave a lasting impact on audiences – and there’s no place like Nine to do just that. We are home to the best in entertainment, the most trustworthy news and a whole wide world of sports that captures the attention of fans across the nation.

With a blockbuster lineup still to come, plus a strategy in place to further extend our content offering and create deeper connections with more audiences than ever before, the momentum is set to continue.

To tell your brand story to millions of highly engaged Aussies, drive impact and see real return on investment, total television is the ultimate solution.

We are Australia's leading network across all screens

Year-to-date, Nine continues to lead the way as the country’s television network of choice for audiences and advertisers. By sharing the stories that connect, we’re consistently engaging all of Australia, during prime time, at scale.

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.

Linear Television Network
All Key Demos

+

CFTA BVOD Total Minutes Share
Total People, People 25-54,
People 18-39

+

Total Minutes
Year-on-Year Growth

+

Linear Television Share
All Key Demos

CFTA BVOD
Total Minutes Viewed
_

Minutes Growth
Against All Broadcasters

Source: Metro, OzTAM Overnight Data.See http://www.oztam.com.au/RatingsGuide.aspx for details: Regional, Regional TAM Overnight Data. See https://www.regionaltam.com.au for details. OzTAM Live + VOD VPM, CFTA Only, Weeks 1-24 2023 v Weeks 2-25 2022, metric minutes, includes coviewing on connected tv devices. OzTAM Live + VOD VPM, CFTA Only Share & All Broadcaster YoY, Weeks 1-24 2023 v Weeks 2-25 2022, metric minutes, includes coviewing on connected tv devices.

At the heart of Nine’s total television success is the most recognised, impactful content and biggest live events

+

Total TV Reach
Rounds 1-16

+

Total TV
Cumulative Audience
Origin Game 1 & 2

+

Total TV Reach
Weeks 1-2

+

Incremental
BVOD Reach
in Total People

+

Total TV Reach
Season 10

+

Incremental
BVOD Reach in
Total People

In Timeslot across
5 City Metro for
Total People,
People 25-54 &
People 16-39

In Timeslot across
5 City Metro for
People 16-39 & Grocery Shopper + Child

Source: VOZ Data 5.0 © OzTAM Pty Limited [2023]. TVMAP VOZ ANALYSER, NATIONAL, METRO, REGIONAL 21/06/2023 V 26/06/2022, 0200-2559, Network Nine & Affiliates, Total TV, TV, BVOD, Reach, based on Matching "Primary Description records = contains STATE OF ORIGIN, Multiple Demos, When Watched Basis as at 22.06.2023. TVMAP Total TV Ranking Report, VOZ Data 4.0 © OzTAM Pty Limited [2022]. 2022 YTD as at 25/08/2022, NATIONAL, Nine Network and Affiliates + BVOD, Audience 000s, Total TV, Linear TV, BVOD, Total People, based off Top 20 Programs.Source: State of Origin OzTAM Live VPM, All Broadcasters, 1 Jan 2020 – 31 Jan 2023, metric; BVOD Audience, includes coviewing on connected tv devices; OzTAM Live VPM, State of Origin Game 3, 13/7/2022 v 14/7/2021, includes coviewing on connected tv devices. NRL: OzTAM Live VPM, NRL Matches Only, Rounds 1-16 2023 v Rounds 1-16 2022, metric minutes, includes coviewing on connected tv devices. Australian Open: OzTAM Live VPM, Australian Open, 16/1/2023 – 29/1/2023 v 17/1/2022 – 30/1/2022 & 8/2/2021 – 21/2/2021 & 20/1/2020 - 2/2/2020, includes coviewing on connected tv devices; OzTAM Live VPM, Australian Open Women’s Final, 28/1/2023 v 29/1/2022 & 20/2/2021 & 1/2/2020; 28/1/2023 v 20/2/2021, includes coviewing on connected tv devices. NRL: OzTAM Live VPM, NRL Regular Season, 10/3/2022 – 4/9/2022 v 11/3/2021 – 5/9/2021, metric minutes, includes coviewing on connected tv devices. OzTAM Metro 5 Cap, 01/01/23-19/06/23, Various Demos, Dynamic Share, Channel 9, Channel 7, Channel 10, Con 7 as at 20/06/23, exact match of "A CURRENT AFFAIR", "TODAY".

+

Total TV Reach
NRL Telstra Premiership
Rounds 1-16 + Origin Game 1

Live BVOD audience
against all broadcasters
Origin Game 1

+

Total TV Reach
Australian Open
Weeks 1-2, 2023

+

Incremental
BVOD Reach
in Total People

+

Total TV Reach
Married at First Sight,
2023

+

Incremental BVOD
Reach in
Total People

In timeslot across 5 City Metro
for Total People, P 25-54 & 16-39
A Current Affair

In timeslot across 5 City Metro
for P 16-39 & Grocery Shopper + Child
Today Show

Source: TVMAP Total TV Ranking Report, VOZ Data 4.0 © OzTAM Pty Limited [2022]. 2022 YTD as at 25/08/2022, NATIONAL, Nine Network and Affiliates + BVOD, Audience 000s, Total TV, Linear TV, BVOD, Total People, based off Top 20 Programs.Source: State of Origin OzTAM Live VPM, All Broadcasters, 1 Jan 2020 – 31 Jan 2023, metric; BVOD Audience, includes coviewing on connected tv devices; OzTAM Live VPM, State of Origin Game 3, 13/7/2022 v 14/7/2021, includes coviewing on connected tv devices. Source NRL: OzTAM Live VPM, NRL Matches Only, Rounds 1-16 2023 v Rounds 1-16 2022, metric minutes, includes coviewing on connected tv devices. Source Australian Open: OzTAM Live VPM, Australian Open, 16/1/2023 – 29/1/2023 v 17/1/2022 – 30/1/2022 & 8/2/2021 – 21/2/2021 & 20/1/2020 - 2/2/2020, includes coviewing on connected tv devices; OzTAM Live VPM, Australian Open Women’s Final, 28/1/2023 v 29/1/2022 & 20/2/2021 & 1/2/2020; 28/1/2023 v 20/2/2021, includes coviewing on connected tv devices. NRL: OzTAM Live VPM, NRL Regular Season, 10/3/2022 – 4/9/2022 v 11/3/2021 – 5/9/2021, metric minutes, includes coviewing on connected tv devices.

Create deep connections with the
audiences you need to reach most

Unlock the power of the biggest marketing moments still to come

In news, from setting the agenda at breakfast on the TODAY Show, keeping Australians informed at the 9News hour, to 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, the brand-new, high-adrenaline show RUSH launches Sunday, July 2, a travel adventure series following 12 everyday Aussies as they embark on a trip of a lifetime to some of the most exhilarating places on the planet. With new entertainment aplenty this year, the highly anticipated Gordon Ramsay’s Food Stars is still to come, plus renovation favourite The Block, Love Island Australia and more.

In sport, the NRL Telstra Premiership brings all the action week after week, with Game 3 of Australia’s greatest sporting rivalry, the Ampol State of Origin, still to come on July 12, and one of the world’s most prestigious series, the men’s and women’s Ashes, drawing more sporting fans to Nine than ever.

Plus, Nine’s Wide World of Sports has made a landmark investment in the growth of women’s rugby league, with every game of the 2023 NRLW season to be broadcast live and free on the 9Network and streamed on 9Now from July.

Australia's greatest television across all screens

Explore our brands

Talk to us today for more information on how your brand can capture the attention of millions of Australians through the power of premium television content on Nine.

It’s time to join the digital audio conversation

IT’S TIME TO JOIN
THE DIGITAL AUDIO CONVERSATION

It's time to join the digital audio conversation

Nine is the clear No.1 in commercial share of streaming for All People 10+.

Our super hosts have their finger on the pulse and are part of the inner circle; hosts who are committed to providing listeners with conversation that sparks opinion, instils trust, and fosters companionship that creates long-lasting relationships with local communities far and wide. We invest in premium content and have access to deep insights that allow us to truly know our audience.

The result? A powerful platform for brands to join the digital audio conversation.

Hear More

Nine Audio dominates in streaming, right across Australia

Landmark new data released by the commercial radio industry has confirmed Nine Audio connects with audiences right across Australia, with significant dominance in digital streaming. Nine is the clear No.1 in commercial share of streaming for All People 10+, and the No.1 in live audio streaming - double it's nearest competitor in Sydney and Melbourne.

In Sydney, Ben Fordham recorded a commercial share of streaming in Breakfast of 47.5, with Ross and Russ in Melbourne recording a monumental share of 53.0.

Nine Radio’s Head of Content, Greg Byrnes, said: “These are extraordinary streaming numbers, and prove the draw of live and local content is heightened even more in a digital environment. The strength in listening via mobile and web is unprecedented.”

Here’s what you need to know:

No.1

7hrs

47.5

53.0

Nine Radio
commercial share
of streaming
All People 10+

Nine Radio live streaming DOUBLE
its nearest Network
competitor TSL

Commercial
streaming share
in 2GB Breakfast

Commercial
streaming share
in 3AW Breakfast

No.1

Commercial share of streaming
All People 10+

No.1

Live audio streaming DOUBLE its nearest competitor
2GB & 3AW

47.5

Commercial streaming share in 2GB Breakfast

53.0

Commercial streaming share in 3AW Breakfast

Source: GfK Radio360 Ratings, SMBP Survey 3 2023, Mon-Sun 5.30am-12MN, Station Share of Selected %, Commercial Only, Streaming Only, All People 10+, Unless Otherwise Specified, Nine Talk Radio- 2GB, 3AW, 4BC or 6PR. Network comparisons, Incl DAB+ Only Stations with Total groupings.

Nine Audio drives meaningful local connections, talking to the topics, issues, products and services that directly relate to local areas and communities.

Localism is a powerful brand perception and engagement influencer. Local impact with national influence, that’s exactly what Nine Audio offers.

We have a national footprint, and local DNA

+51%

+58%

+90%

Of Australians want to see brands demonstrate they are connected to local communities

Of our listeners are most interested in stories from their town / state

Of Australians want to see brands support local communities through their actions

No.1

Of Australians want to see brands demonstrate they are connected to local communities

+58%

Of our listeners are most interested in stories from their town / state

+90%

Australians want to see brands support local communities through their actions

Source: Neighbourhood Watch, Nine and The Lab Talk Radio Study 2020.

Our super hosts are part of the inner circle

When listeners choose Nine Audio they are inviting our hosts, their personalities and respected opinions into their inner circle. As a result, our listeners are all ears, engaging in conversation that they consider is like having with a trusted, loyal friend.

As enablers of real change, Nine’s super hosts set the agenda, rallying businesses, government and communities to drive real action.

+51%

+41%

+62%

Listen out of respect/
admiration for the presenter

Listen to feel connected

Listen for humorous
discussion and banter

Of listeners trust our super hosts more than other stations

+51%

Listen out of respect/admiration for the presenter

+41%

Listen to feel connected

+41%

Listen for humorous discussion and banter

+62%

Of listeners trust our super hosts more than other stations

Source: Nine and The Lab Talk Radio Study 2020

Your message at the heart of premium content, in context

Across our linear and streamed radio products, Nine Audio offers a plethora of premium content, with a strategy in place that has enhanced our news, sport and opinion offering to include a greater diversity of content than ever before. Content that our listeners lean in to as they engage in the detail, the subject and the conversation.

Contextual relevance makes your message work harder

In moments of receptivity, we know our listeners are primed to engage with your brand story. Contextual relevance ensures your message works even harder as the mood-boosting editorial effect extends into ad break, boosting engagement with your advertising by +30%, delivering an increase of +37% in purchase intent and a +23% uplift in sales effect.

Source: Radiocentre’s ‘Emotional Multiplier’ study & ARF’s contextual alignment study 2020

Unlock our extensive data lead targeting, today

Identity and first-party data is the currency of the future, and scale is everything. We truly know our audiences, with access to deep insights around their listening habits, interests, daily routines and more.

Best of all? We can help your brand create tailored, lasting connections with our listeners by unlocking addressable targeting and powerful data capabilities, today.

It’s time to join the digital conversation with Nine Audio

Enquire today for more information.

Powered Unpacked: Over 50s have all the money – but advertisers and algorithms are getting them all wrong

The Rise of the Super Consumer

Over 50s have all the money – but advertisers and algorithms are getting them all wrong: Russel Howcroft, Chris Colter, Mitesh Khatri and Lisa Day on how to fix it

There’s a stream of research that shows Australians over 50 are spending big despite interest rate hikes, while younger people are tightening their belts. But marketers, agencies, media and targeting algorithms are largely getting the over 50s all wrong – and missing immediate growth opportunities. Time for a rethink, say Nine, Initiative and GfK.

Marketers are increasingly focused on reaching influencers. The problem is, many are targeting the wrong ones. An increasing body of evidence underlines the fact that Australians aged 55-plus now hold the greatest influence – and buying power –with discretionary spending outstripping inflation.

For younger people, the reverse is true. Research by Nine and GfK finds that the spending divide between younger and older Australians is widening as the highest interest rates in 30 years bite hard.

Other researchers are drawing the same conclusions. Latest Commbank analysis of seven million customer accounts across 360 spending categories finds exactly the same thing.

That shift has significant implications for brands and their marketing strategies – as unpacked at this month’s Big Ideas Store by 3AW Breakfast host and advertising guru Russel Howcroft, Initiative’s Chris Colter, GfK’s Mitesh Khatri, Powered by Nine’s Lisa Day and Nine’s Ash Earnshaw.

About to get richer

A large number of Australians in their mid-50s to 60 already have significant discretionary spend. Their kids have left home, and per Russel Howcroft, they will soon command even greater financial firepower, given their early boomer” parents are “entering their twilight years”. Kids gone and incoming inheritance “puts them in the sweetest of consumer spots”, says Howcroft. And that’s before downsizing homes is factored in. Plus, after decades spending the bulk of their incomes raising a family, many are now spending it on themselves.

“People used to say life begins at 40,” said Howcroft. “Life is now beginning at 55.”

Powered by Nine’s Lisa Day underlined that point.

“It’s a sobering fact, but 80 per cent of Australian wealth is held by 41 per cent of the population who are 45 years-plus,” said Day. Marketers not fully focused on those who are middle-aged and upwards are therefore targeting just one-fifth of the total addressable market in financial terms.

Commbank’s findings that people aged over 50 are outspending inflation is unsurprising, since half of that cohort “have paid off their mortgage, and a quarter of them have an investment property”, added Day. “So, they have more assets than liabilities. They’ve got bigger savings. They can weather this [inflationary pressure]. They’re out spending because they have a buffer – which younger audiences simply don’t have.”

Most powerful influencers

The Nine and GfK research makes a case for Australia’s middle-aged cohort to actually be more powerful influencers than some of the younger social media influencers paid by brands to push products. It found strong brand loyalty amongst 45-64-year-olds – which has network effects, with two in five stating that they are involved in the purchase of products for family and friends, and a third stating that they actively talk about experiences they’ve had with brands.

Rethinking 'lazy' planning, ads

The research also found people on average see themselves as seven years younger than they actually are. Plus, most are tech savvy, have broad media consumption and do a tonne of research before making a purchase of any significance. Which means that just sticking an old person in an ad is a bit of a miss, per Initiative’s Chris Colter.

“Marketers with a myopic view tend to just go, ‘Oh well, I need to show someone with white hair if I’m targeting that audience’, and I think that that’s a mistake,” Colter said.

He thinks planning as a whole should take into account that age can be largely immaterial to interests and cautioned against targeting too narrowly on that basis. Plus, he warned that algorithmic targeting can be just as guilty of unconscious bias.

Colter cited Initiative research for a finance brand as an example.

“We do a lot of digital twinning as one of our research methodologies – basically a fancy way of saying that we create fake social profiles and watch what the algorithm serves them.”

In one instance, Initiative created two profiles with 'attitudinally identical' characteristics, but set one profile’s age as 24 and one at 57.

“We just changed the age. But one was served almost exclusively with retirement ads, funeral insurance and anti-wrinkle cream. The other was served travel ads,” said Colter. “So I think we need to do better as an industry at tackling some of the algorithmic bias before we lean into some of that targeting. And also in thinking how we approach these audiences in more mass broadcast environments so that we’re resetting that norm as well.”

Howcroft agreed: “We need to be sophisticated in how we go about execution to this really wealthy cohort.” He thinks the media industry might need to rethink how it packages audience demographics.

“I’ve often thought that demography [based on] age brackets is a bit of a nonsense in a way. Rather than cutting people vertically, if we just go by – let’s call it values and attitudes – you’re going to find a lot of commonality no matter what the age.”

Should that shift occur, some planners would welcome it. “I genuinely think we should be progressing marketers towards psychographics over demographics,” Initiative’s Colter says. Either way, “I think making sure you’re matching psychographics with demographics is super important.”

Target today's buyers over tomorrow's

Nailing planning and creative to more effectively target older audiences will drive immediate growth, said GFK’s Mitesh Khatri, which marketers are under acute pressure to deliver.

“We see a lot of brands targeting the recruitment [of new customers] for tomorrow and the focus on younger age groups. That’s never going to go away, but I think the research clearly shows where the dollars are right now” Mitesh says.

“Where’s the spending happening and are we overlooking this audience? I think it gets overlooked too much because too many brands come to us saying, ‘We want to target the next recruitment into our brand,’ and a lot of those brand targets are sitting at that 25-to-40 age group or younger” he added.

He thinks there is an opportunity to change “marketing’s view, society’s view, perhaps government’s view of how we look and treat this audience”.

“There’s a huge opportunity to step outside the box, look at the attitudes, look at how they think about life, their values. They want to enjoy it and connect on a deeper, more meaningful level beyond age.”

In the meantime, Powered’s Lisa Day has a simple tip for advertisers rethinking their approaches to over-50s.

“People think and feel younger than they actually are. If you're an advertiser, don't be conservative in your tone or use of images. Pitch younger, more youthful and you'll be surprised how well you'll do" said Day.

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The Value Equation

Value is an elusive concept, that changes from one situation to the next. But the first thing to note is that value is most certainly in the eye of the beholder. In the context of consumer culture, value is the perception of what a product or service is worth to a customer versus the possible alternatives. Worth means whether the customer feels they received benefits and services over what they paid.

Value is inherent throughout our lives,

even when it isn't about money

Doing someone a favour
"I owe you one"

Giving gifts
Relationships, bonding

In kind
Swaps, passing things on through online marketplaces

Memories
From a dinner or holiday

We set out to understand what value means in today's world, by focusing on five core categories which are representative of, and indicative of the broader Australian consumer market.

Giving structure to value across five categories

Groceries

Instore Retail

Booking Travel

Financial Services

Tech & Appliances

How value manifests by category today

Australian's have gone from a pandemic mindset straight into a cost-of-living mindset. But disruptions such as bank crashes and data leaks have birthed greater appetite for security and privacy.

It's clear that no matter the category, value needs to deliver more than just lower prices

The instability of the economic, and geo-political climate has made consumers prioritise traditionally functional values such as reduced cost, quality, accessibility, and safety & reliability today.

Value drivers that will become more important in 2030

The pursuit of sustainability & the end of abundance living

Navigating an increasingly complex world

To unlock the full potential of value is an exercise that isn't necessarily that straight forward … but when you get it right, you will reap the rewards.

The beauty of value comes with its complexity - value changes by mood, category, time of life, and it's extremely contextual, but also changes by point in time.

Value is relentlessly evolving. We shouldn’t be approaching value with a fixed point of view. The world around us isn’t fixed, therefore our approach to value shouldn’t be.

It is a delicate balance that requires rigor and science to optimize to its most full potential.

Often we throw around value as quite a flippant term, but the gravity it holds is game-changing and we want to help you unlock its full potential.

Source: Nine’s Proprietary Research -The Value Equation

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

I Am What I Am

We live in an increasingly complicated world, where there are many ways of ‘being human’. At the same time, all people share some experiences in common: all learn, exchange and communicate beliefs, create and maintain social relationships, and adapt to different environments and situations.

Identity is made up of a broad variety of aspects, and not all of them are perceived to be in our control

When it comes to living our identity, some aspects are more important than others

'Personal values' is the core of our identity, our guiding star. And it helps define who we are and how everything else is perceived, shaped and prioritised.

To understand what it means to be human, we look at the importance of connection and the influences it has in shaping our identities.

The closest, most intimate inner spheres have highest levels of influence, both positive and negative

“When I travel to Asia to see my family, I tend to play down the Western values and adjust myself to please and not offend.”

Millennial

Social media has created shortcuts to hard-to-access communities, enabling discovery and connection

“Sharing things online feels very easy compared to in-person, as I am not speaking to any one person specifically. I’m not editing myself to fit a certain person.”

Gen Z

There has always been a need for humans to live in alignment, but a number of factors have come together in more recent years to accelerate this need.

81%

of Australians agree that what was important to them became of even greater importance during COVID.

75%

of Australians have made changes, are changing, or want to make future changes.

There are four main barriers limiting our ability to change

58%

Time/knowledge restraints
(Mostly Gen Y and Gen Z)

51%

Financial barriers
(Mostly Gen Y)

42%

Lack of confidence
(Mostly Female, Metro)

23%

Fear of the unknown
(Everyone)

It’s clear that the desire to have our lives reflect our identity is an enduring human need, and that the experiences of the past few years have accelerated and put greater focus on this need. In the past, we may have asked how brands can best reflect or represent these needs. But the question now is how can brands actively support someone expressing and living their identity?

Social media has created shortcuts to hard-to-access communities, enabling discovery and connection

“Today I saw an ad by Bras N Things that showed a plus size woman with voluptuous curves. Seeing this ad made me whoop and fist pump the air!”

Millennial

When it comes to identity and personal expression, there are four categories that brands fall into:

Champion brands

That seek to make change by showcasing different people and supporting different voices and viewpoints

Positive support

Brands that authentically represent a wide range of different people

None

Brands that do nothing to represent anyone outside the mainstream

Negative impact

Brands that showcase tokenistic representation or harmful stereotypes

We surveyed 50 brands on how they represent different aspects of people's identities

Source: Nine’s Proprietary Research - I am what I am: Identity and Brands

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

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The Rise of the Super Consumer

Value is inherent throughout our lives,

even when it isn't about money

Giving structure to value across five categories

How value manifests by category today

It's clear that no matter the category, value needs to deliver more than just lower prices

Value drivers that will become more important in 2030

The pursuit of sustainability & the end of abundance living

Navigating an increasingly complex world

Identity is made up of a broad variety of aspects, and not all of them are perceived to be in our control

When it comes to living our identity, some aspects are more important than others

The closest, most intimate inner spheres have highest levels of influence, both positive and negative

Social media has created shortcuts to hard-to-access communities, enabling discovery and connection​

81%

75%

The most recognised content
and biggest live events

Source: GfK Radio360 Ratings, Sydney + Brisbane Survey 5 2023, Cume (000s), Fri 1900-2300, Sat 1300-2200, Sun 1300-1900, TSL (HH:MM), 2GB or 4BC, AP10+.

Social media has created shortcuts to hard-to-access communities, enabling discovery and connection

There are four main barriers limiting our ability to change

Social media has created shortcuts to hard-to-access communities, enabling discovery and connection

We surveyed 50 brands on how they represent different aspects of people's identities