Category: Television

The Unmissable Moment: How Purpose and Performance Unite a Nation

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Lydia Lassila,
Winter Olympics Expert Commentator, Milano Cortina 2026

Australian freestyle skier Lydia Lassila knows exactly what goes into an Olympic gold medal performance - years of sacrifice, training, and sheer dedication. Our Aussie Olympic and Paralympic athletes don’t just compete, they create a powerful, unifying experience for the entire nation.

With the Milano Cortina 2026 Winter Olympic and Paralympic Games taking place in a European time zone, Nine’s digital-first approach means fans can curate their own Olympic experience. Every athlete story is ready for them, on their terms.

Tap into the storytelling and national mood of inspiration and pride at Milano Cortina 2026.

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State of the Nation with Chloe Moo

Nine Publishing

Independence  |  stories that matter  |  commercial with integrity

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Chloe Moo - Client Director, Luxury

We have a clear responsibility in the Luxury space: to connect the world’s most discerning brands with Australia’s most affluent and influential audiences – through the platforms they trust, at the moments they seek meaning, indulgence, and inspiration.

Our strength lies in genuine partnership, tailored solutions that balance reach with refinement, data with editorial instinct, and brand alignment with real audience engagement. That’s the Nine Luxury difference.

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Married at First Sight: Expert Insights – Adrian Swift

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MAFS: How a Television Show Became a Cultural Touchstone

When a show like Married at First Sight goes to air, the real magic happens when it moves from the screen to a national and international conversation. Adrian Swift, Nine’s Head of Content, Production and Development, explores how MAFS transcends its format to become a cultural phenomenon and a powerful platform for brands.

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Prefer to Read? Recap on the Insights Below.

Success Beyond the Screen

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Swift has years of experience under his belt, witnessing the change in content and formats throughout the years, but when talking about a show like MAFS, he reflects the gratification of seeing it become a rapid topic of conversation.

While the big themes are identified during production, the true impact is realised when discussions about the show spread through other platforms, explode on social media and dominate real-life conversations. "You know then that the show has had the impact that you hoped and planned for," he says.

MAFS and the Modern Relationship

What makes MAFS so culturally relevant? For Swift, the secret is its connection to real life. "It's reality. What you're seeing is a snapshot of Australian relationships at the point at which we make the show." This authenticity allows the audience to see themselves in the stories, creating a powerful resonance that extends beyond Australia to the UK, US, New Zealand, and Europe.

Every season, the show's enduring success is built on a simple premise: finding people with compelling stories and relationship journeys to embark on. With 14,000 people applying for the show, the challenge is to find 12 individuals and create genuine matches. "What we end up with is people who are genuinely looking for love," Swift notes, ensuring that each season offers a new, authentic, and relatable story.

The Perfect Match for Brands

When it comes to brand partnerships, Swift stresses the need for careful and thoughtful integration. MAFS offers numerous opportunities for brands to weave into the show's storytelling and themes. Collaborating closely with brands is the priority, to understand their narrative and find a way to authentically bring their story into the world of the show.

"It's an easy task and one that's actually quite fun for both parties," he says, underscoring the creative and strategic process that ensures brand messaging is not only seen but also embraced by a highly engaged audience.

Connect with us today to learn more about integrating your brand with Married at First Sight in 2026.

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The Winter Paralympic Games: A Lifelong Dream

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Jess Gallagher,
Dual Summer, Winter Paralympian & Multiple Medallist

The opportunity to represent Australia at the Winter Paralympic Games is a lifelong dream for Para athletes. It’s an opportunity to showcase their personal best on the international winter stage after years of work and sacrifice.

For dual Paralympian Jess Gallagher, there’s one way to describe the Games – “jaw-dropping”. Milano Cortina will be no exception, with a spectacular group of Aussies set to compete. Align your brand with the resilience and courage of these athletes during the 2026 Winter Paralympic Games.

Milano Cortina Winter Olympic & Paralympic Games Hub >

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Joy, Excitement and Heartbreak: The Power of the Winter Olympics

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Torah Bright,
Winter Olympian – Gold & Silver Medallist

For professional tour athletes like snowboarder Torah Bright, competing on the world’s biggest stage in the Winter Olympics is another level of competition entirely. “You know you can be a world champ over and over and over, but you may not be an Olympic champ yet,” she says. The stakes are high, athlete emotions are raw, and you can feel the joy, excitement and heartbreak.

Don’t miss out on the opportunity for your brand to be a part of the Winter Games action in 2026.

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Entertainment. Action. Adrenaline: Milano Cortina 2026

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Cam Bolton,
Three-time Olympian – Snowboard Cross

Snowboard cross athlete Cam Bolton describes selection for his fourth Olympic Winter Games as an honour. It’s another chance to represent his country and share the journey he and his fellow athletes have been on.

Three words that come to mind for Bolton when describing the Winter Games are “entertainment, action, adrenaline”. Words he believes most Winter athletes would agree with, and feelings that viewers will connect with as they watch the excitement unfold at Milano Cortina in 2026.

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Married at First Sight: Expert Insights – Amelia Goode & Stewart Gurney

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The MAFS Effect: Building Brands with Emotional Resonance

Nine’s Stewart Gurney, Director of Strategy & Effectiveness and Amelia Goode, National Strategy & Effectiveness Manager, unpack the unique power of Married at First Sight as a potent brand-building platform for advertisers. Moving beyond its status as a ratings powerhouse, MAFS fosters deep emotional connections driving significant uplifts in core brand attributes for its partners.

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Prefer to Read? Recap on the Insights Below.

The Core of Entertainment

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MAFS isn’t just entertainment; it heightens the emotions of audiences, creates viral moments that ignite conversation, and drives cultural impact across Australia. Gurney explains the MAFS phenomenon through the “excitation transferral theory” from 1970s psychology, noting how captivated viewers become more receptive to brand messages. Our data shows that brands associated with MAFS are: 

28% more likely to be perceived as trusted 

72% more likely to be seen as high quality by viewers

Having a 30% average uplift in premium 

With an audience of 2.4 million viewers per episode, fostering this deep connection with viewers is invaluable in today's crowded market, to cut through and drive lasting brand loyalty. 

The Power of Live

In a media landscape obsessed with reach and cost-efficiency, the true impact of advertising effectiveness can often be overlooked, Gurney explains, reminding brands that the consistent success of MAFS in boosting brand desirability on Nine’s platforms, particularly TV, is due to the power of live content and the show’s strong cultural alignment. Live viewing drives significantly higher emotional resonance and advertising recall, proving that not all content moments are equal.  

Goode encourages brands to recognise that MAFS is a phenomenal brand itself, cultivating deep, consistent audience engagement, making it a powerful vehicle for sponsors to be genuinely embraced by a massive audience, rather than just seen. This highlights the fact that cultural relevance and high-quality, integrated campaign execution on platforms like TV are critical for effective advertising. 

Tailored, Multi-Format, Long-Term Integration

To truly maximise awareness within the MAFS ecosystem, brands should implement a comprehensive, integrated strategy. This involves tailoring assets for increased emotional resonance and relevance, utilising multiple formats beyond just TVCs (like billboards, which are 22% more noticeable), and committing to year-on-year planning for sustained longevity, which Gurney notes can double key metrics like consideration.  

Goode adds that integrating TVCs, in-show products, on-screen graphics, and extending reach into social channels where post-show engagement thrives is crucial for multifaceted awareness. 

Secret Recipe Revealed

Top-performing MAFS partners, like KFC, share key best practices for advertisers seeking optimal results. The secret recipe? Consistent and consecutive sponsorship. KFC’s eighth year on MAFS demonstrates how sustained presence builds strong brand association and delivers compounding results. 

Goode reinforces again just how crucial tailored content that aligns with audience interests and shows themes is. This bespoke approach consistently outperforms generic content, generating 8% more emotion, 5% more relevance, and 10% more engagement.  

The takeaway for advertisers is simple: “Don’t be dull,” says Gurney. Brands must creatively integrate, develop unique content, and consider how their message resonates within the MAFS environment. 

Source: Gemba 2025 MAFS wrap up report. TVMAP VOZ Program Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, 29/01/2024 – 8/04/2024, 27/01/2025 - 7/04/2025, Average Audience, Married at First Sight Season 11 & 12, Demo’s as Above, Total TV, Consolidated 7. 

Connect with us today to learn more about integrating your brand with Married at First Sight in 2026.

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State of the Nation with Tory Maguire

Nine Publishing

Independence  |  stories that matter  |  commercial with integrity

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Tory Maguire - Managing Director, Publishing

Our unwavering commitment to truth, accuracy and integrity ensures we deliver balanced, trustworthy journalism that holds the powerful to account. We prioritise stories that matter over those that simply drive traffic, delivering commercial outcomes with integrity. Journalism is both our responsibility and our privilege - one that earns the trust of our audiences every day.

 

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Impact Over Impressions: The Olympic Multiplier

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Anne Gruber,
Director of Content Partnerships - Sport, Olympic & Paralympic Games

In an era of skippable ads, fractured feeds and declining attention, the Olympics remains one of the last true moments of national attention at scale. And in the face of digital distraction, it’s delivering a rare – and proven - multiplier effect for mid-funnel brand outcomes. This isn’t marketing folklore. It’s Nine’s data-backed reality.  

So the question for advertisers isn’t “should we show up”.

It’s: “can we afford not to?” 

The Data Is In: The Olympic Effect Is Real

"By comparing performance across our entire sport and entertainment portfolio, the results were clear: The Olympic Games consistently outperforms, with up to 3x uplift in mid-funnel metrics like top-box consideration/preference, message agreement and brand relevance. It’s a measurable movement where it matters most, in brand meaning, preference and future action."

Beyond the Numbers: A Movement, Not Just a Media Buy

"The Olympics is a cultural lightning rod. What makes it so powerful is a rare overlap of heightened emotional states and deep national identification – a space where neuroscience meets narrative. This is active viewing, it’s personal, it’s the collective anticipation, the goosebumps in a photo finish, the lump in your throat during the anthem. And when audiences feel more deeply, brands that are present in those moments don’t just land, they last."

Why It Works: Emotion, Identity and Unmatched Cultural Gravity

Neurological supercharge: The science of emotional attention

"Olympic moments live in a different part of the brain. The drama of competition, the raw displays of human endeavour, the suspense of a close finish and the sheer joy or heartbreak of victory – these elicit powerful physiological and psychological responses. In such moments, cognitive defences soften and brand message lands deeper. People aren’t simply watching, they’re feeling. And when they feel, they remember. Brands that show up in this context aren’t intrusions; they’re participants in a shared emotional experience."

Cultural currency: One of the last truly shared national experiences 

"In a fragmented world, the Olympics stands as one of the few true "event moments" left in media. It's a unifying cultural phenomenon that transcends demographics, social divides and even typical media consumption habits. For Australians, our deep-seated love of sport and fervent national pride imbues the Games with an almost sacred quality. We gather as a nation, collectively holding our breath, cheering our heroes and celebrating our shared identity. When brands align with that moment it earns cultural relevance that money can’t buy. It enters the national conversation not as an advertiser, but as an ally."

The Creative Imperative: Don’t Just Show Up, Show Heart

"In a uniquely high-receptivity environment, advertisers must fundamentally shift their approach from transactional messaging to emotive storytelling and value-driven communication."

"With the Olympics, the rules are different." moment. Creative must feel seamlessly aligned and tailored to the Olympic spirit. This means understanding the nuances – the specific sports, the athlete narratives, and the national mood. 

Creative strategy must: 

  • Lead with emotion: Inspire, move and uplift with messaging that goes beyond functional. Brands like Qantas with its "Already Proud" campaign exemplify this, connecting with the journey and sacrifice of athletes rather than just their destination. 

 

  • Embrace narrative: Whether it’s in six seconds or sixty, narrative matters. Tie your brand to themes of sacrifice, ambition, unity or resilience to truly win. 

 

  • Show your values: Authentically integrate your story, don’t just badge-slap. Connect brand purpose to athlete stories or cultural context in a way that feels earned.  

 

  • Read the room: Be true and stay relevant to the moment. Creative must feel seamlessly aligned and tailored to the Olympic spirit. This means understanding the nuances – the specific sports, the athlete narratives, and the national mood. 

The Underestimated Power Play: Reaching 18-39s With Authenticity

"The 18-39s are notoriously elusive in today's media landscape. But younger audiences aren’t unreachable – they're just resistant to generic, traditional advertising. The Olympics breaks that resistance because it delivers what they crave: authenticity, emotion, cultural heat and a collective conversation."

"While some may consume highlights on social media, the allure of live, shared national moments still holds an immense power. Smart brands are taking bolder risks in building short-form, authentic and shareable content within the Olympic narrative, leveraging athlete influencers and creators with natural alignment."

"This is not about repurposing TVCs for TikTok. It’s about becoming part of the cultural moment younger audiences are actively shaping. The Olympics is a platform for brand building with a capital ‘B’ for younger audiences, driving relevance and tapping directly into the zeitgeist." 

Hamish Turner

Hamish Turner - Executive Director 9Network & 9Now

"The Olympics transcends sport; it's a cultural movement that sets the pulse of the nation. In a world of infinite choice, the Games cut through, delivering unparalleled reach and a profound, shared experience. Brands that understand this become part of the cultural fabric, earning unmatched engagement."   

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Stewart Gurney – Director of Strategy and Effectiveness, Nine

 "The Olympics multiplier effect is undeniable. The broadcast offers advertisers a rare opportunity to supercharge brand equity and maximise mid-funnel metrics like nothing else. The heightened state of emotional arousal that viewers are in when they watch the Games means they are more responsive to brand messages. At a time when mass reaching, emotionally charged, cultural relevant, brand-building moments are disappearing, the Olympics gives marketers a rare chance to be unforgettable.” 

The Closing Ceremony: Brand Building’s Biggest Missed Opportunity?

Advertising in the Olympics isn't just about moving product – it’s about building long-term meaning. We’ve seen the briefs, campaigns, and case studies, and the brands that get cut-through aren’t the ones that merely ‘show up’ – they’re the ones that show us who they are. 

These brands embed themselves in the Games. They become part of the highs, the heartbreaks. Their creative doesn’t just say ‘we’re here’ it says, ‘we believe in what this moment represents’. And it works. Because in a world drowning in transactional noise, audiences reward brands that take a stand, show heart and act with intent. Done well, Olympic campaigns shift perception, build emotional equity and earn trust that outlasts the medal count. 

In a market saturated with noise and novelty, the Olympics delivers attention with meaning. It’s one of the few remaining moments where millions of Australians feel the same thing, at the same time – and brands have a front-row seat. But that window doesn’t stay open for long. The real risk isn’t overspending; it’s missing out on the chance to be part of something bigger. To anchor your brand inside a national story and trade impressions for impact. In an era where cultural relevance is the most valuable currency a brand can hold, the Olympics is one of the last platforms that can truly deliver it – fact.  

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Leading the Charge: The Spirit of the Winter Olympics

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Alisa Camplin,
Chef de Mission

As Australia's Chef de Mission for the Winter Olympics, Alisa Camplin leads the national team with a deep understanding of what it takes to compete at the highest level. Her role is to ensure athletes and officials have everything they need to thrive, fostering a united, high-performing culture both on and off the field of play. Alisa is passionate about the Olympic spirit, dedicated to supporting every individual, and navigating challenges with agility to inspire the team to achieve their best. 

Leading the Charge: The Spirit of the Winter Olympics 

"As Chef de Mission, my primary role is to ensure our Australian athletes and officials have absolutely everything they need to be at their best at the Winter Olympics – both on and off the field of play. It's about bringing together a diverse group of talented individuals – athletes, coaches, medics, and support staff – to form one united, high-performing team. Our winter sport community already has an incredibly special spirit, and we're working hard to ensure our 'home away from home' in Milano Cortina allows that magical essence to truly uplift everyone. When people feel supported and cared for, they can do amazing things. Part of my role is also to swiftly and calmly tackle any challenges that arise, always seeking to be more agile and adaptive than our competitors, both mentally and practically."

Uniting the World: A Global Convergence 

"The Winter Olympics are an incredible coming-together of humanity, where athletes from nearly 100 nations connect through the universal language of sport. Amidst the snow and often brutal conditions, you witness these amazing moments of respect, solidarity, and celebration – not just between teammates, but among competitors from all different nations. Whether you’re in Milano Cortina or cheering from home, you’re part of something truly bigger. For our Aussie winter athletes, it's a special chance to show the world we’re a force to be reckoned with, incredibly proud to represent everyone back home."

Pushing the Limits: Australia’s Sporting Legacy 

"The Winter Games have always been about pushing limits – of sport, of changing conditions, and of what people think is possible – against the breathtaking backdrop of imposing Alpine beauty. There’s a rich history of innovation and bravery, blended with adrenaline and tradition, mixed with the sheer wonder of snowfall and blizzards. From our first Winter Olympian in 1924 to the team of around 60 Australians heading to Milano Cortina, our Winter Olympians are an indelible part of Australia’s sporting and cultural story. I vividly remember Kristie Marshall inspiring me back in 1994, sparking my own Winter Olympic dream. We won our first medal at those Games, and we’ve continued to win more and more in every Winter Olympics since."

Milano Cortina: A Spectacular Stage

"Milano Cortina is set to be an incredible host. We'll see around 2900 athletes from 93 nations compete across 16 disciplines in what will be the most geographically spread Winter Olympics ever. From figure skaters in Milan to alpine skiers in Cortina, and our freestyle athletes in Livigno – it’s a vast, stunning stage. We know the Italian communities will deliver an amazing welcome for the world."

Beyond the Medals: The Olympic Ethos 

"At its heart, the Olympic Movement celebrates excellence, friendship, and respect. Being an Olympian isn't just about those moments racing on ice or holding an edge on a ski slope. It’s an ethos, a deep commitment to years of training, resilience, and teamwork when the world isn't watching. It’s about seeking personal improvement every single day. The Games are a celebration of this spirit, a chance for athletes to share their dreams, hard work, courage, and desire for personal growth with the world. They show what's truly possible when we strive to be our best, individually and collectively. I genuinely can't wait for Australia to get to know our Winter Olympic Team and be deeply moved by who they are, what they do, and how they do it. "

A Golden Opportunity: Engaging a Captivated Audience

This coming-together of humanity, built on shared values and unparalleled human endeavour, creates an environment unlike any other for brands. During these kinds of special global events, audiences are not just watching; they are deeply engaged, emotionally invested, and highly attuned to content and advertising alike. From the Opening and Closing Ceremonies, to stories of sportsmanship and national victories, it’s an exceptionally good time to reach large audiences who are deeply engaged and captivated by the emergence of next-generation athletes and new sports.

Aligned with the enduring spirit of the Olympic movement, the Winter Games offer brands a golden opportunity to connect authentically, inspire admiration, and forge lasting bonds in a truly unique and impactful way across television, print, digital and interactive content. 

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