LEGO® Masters

Australia's most imaginative family-friendly format returns in 2022

LEGO® Masters exploded onto our screens in 2019 and has cemented itself as one of the most popular shows on Australian television.

The feel-good, family-friendly format is a ratings phenomenon, consistently among the most watched programs of the year, and returns in 2022 with a whole new wave of brilliant building and imagination.

But first, LEGO® Masters is back in 2021 for

Some of Australia’s favourite celebrities will team up with contestants from the past three series in a festive celebration of the show Australia has fallen in love with. Who will take the honours with the best and most magical Christmas build?

The Christmas mini-series will feature Scott Cam, Sophie Monk, Brooke Boney and Michael “Wippa” Wipfli. Expect new builds, new twists and a whole lot of LEGO® as we wish you a very Merry Bricksmas!

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

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Connecting with 4.7 million Aussies each week

+1.6 million

Viewers each episode

+3.4 million

Live + VOD streams

+156 million

Live + VOD minutes

Source: OzTAM & RegTAM, 19/04/2021 – 21/04/2021, Total People, Nine Network, Nine Network Affiliates, Consolidate 7, Audience, contains “LEGO Masters”.

+2.8 million

Regional viewers reached in 2021 (across the series)

+1 million

People 25-54 reached in 2021
(across the series)

+1.3 million

Weekly
(Total People)

Source: Regional TAM Regional FTA +WA, 19/04/2021 – 24/05/2021, Total People, Nine Network Content Affiliates, Consolidated 7, contains “LEGO Masters”, Combined Agg. Mkts, Reach. 9Now: OzTAM Live + VOD VPM, Lego Masters Season 3, 19/04/2021 - 24/05/2021, metric minutes, includes co-viewing on connected TV devices.

LEGO® Masters is the show that connects

“LEGO® Masters is a format like no other in its ability to connect with audiences. From young to old, from men to women, this is a rare program that unites and connects the entire family.

This is the reason we have committed to sharing it on your screens for the next two years. It is because of its power to connect audiences in ways other shows don’t.”

Michael Healy
Nine’s Director of Television

LEGO® Masters connects your brands with

Nine’s brand impact studies conducted by Gemba on behalf of our major LEGO® Masters sponsors over the last 2 years have highlighted that partnering with the show delivers strong lifts in perceptions of Trust, Fun and Innovation. Adding to the already vast amount of evidence that shows how viewers' feelings towards a show halos onto the brands that partner with them.

Find out how LEGO® Masters boosted perception of an iconic Australian retailer

The toy category is very competitive, so Kmart partnered with LEGO® Masters with the objective of driving traffic to Kmart stores, as well as cementing Kmart as the No.1 retail destination for the LEGO® product.

Kmart leveraged IP across their assets in the LEGO® Masters Broadcast, Digital and Social channels, as well as online and instore. This strong partnership would cement them as the home of LEGO® in Australia.

6%
uplifting in campaign messaging

7% pts
uplifting in brand consideration

14% pts
previous 4 week purchase

Find out more

There is opportunity to put your brand at the heart of imagination,

To find out more about what your brand can achieve with a LEGO® Masters partnership, request a tailored response to help realise your marketing objectives.

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Parental Guidance

The search for Australia's best parenting style - coming soon to Nine

Parenting. Everyone’s got an opinion.

Ally Langdon and Australian parenting expert Dr. Justin Coulson team up with ten brave sets of parents with very different parenting styles, putting their methods to the ultimate test to determine who has Australia’s best parenting style in Channel 9’s raw and confronting new series, Parental Guidance.

Parental Guidance, premieres Monday, November 1, at 7.30pm. More.

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

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From the network that brought you Married at First Sight, comes the next ground breaking experiment that will challenge every Australian family.

Let's hear from Parental Guidance host Ally Langdon on what to expect...

Think big with a show fit for any category

Parental Guidance is a show that will captivate, entertain, educate and have families Australia wide starting a conversation about their parenting styles. There is no other show like this on Australian television.

Now is the time to deliver your brand message through the power of break engagers, viewers polls, consumer promotions, prizing, talent alignment with renowned parenting expert and host Dr. Justin Coulsin and much more, all amplified across Nine's unrivalled cross platform ecosystem.

From helicopter parents to tiger parents, free-range and routine parents to extreme authoritarians, they will all show how they raise their families while trying to influence everyone else that their parenting style is best.

Parental Guidance takes us behind the closed family doors of parenthood, and how we ourselves were parented, to find out how to do it right, right now. When it comes to modern-day parenting, is anyone really nailing it?

Parental Guidance is produced by Eureka for the 9Network.

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

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Celebrity Apprentice Australia

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

After a record-breaking return last year, Celebrity Apprentice Australia will be back on Channel 9 in 2022, bringing together more of the country’s biggest names to battle it out in the boardroom.

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

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

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FULL CAST LINE UP FOR 2022

The personal stakes will be high as big egos, high-pressure situations, and exciting new game play ramps up the competition between the celebrities of Celebrity Apprentice Australia 2022. There are sure to be more explosive moments and twists and turns on the road to the winner being crowned the Celebrity Apprentice.

Stepping up to the plate as Lord Sugar's new recruits are:

2021-10-16_JG_CELEB-APPRENTICE-SD01_0473

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

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

Bronte Campbell
Dual Olympic gold medallist and world champion swimmer

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

Benji Marshall
Rugby league great and Wests Tigers legend

Gamble Breaux
Real Housewives of Melbourne star

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

Vince Colosimo
Hollywood actor and Australian Film Institute award winner

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

Jean Kittson
A queen of Australian comedy, trailblazer and author

Darren McMullen
Renowned television presenter and actor

Jarrod Scott
Face of Givenchy and international supermodel

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

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

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

A PROVEN PERFORMER IN 2021

+1.1 MILLION
VIEWERS PER EPISODE IN 2021

787K

Overnight

80K

Timeshift

120K

Encore

21K

Live VPM

108K

VOD VPM

Source: OzTAM Live + VOD VPM, Con28, Celebrity Apprentice (23/5/21 - 15/5/21) includes co-viewing on connected TV devices

CAPTIVATING REGIONAL AUSTRALIA

2.148M
Regional viewers reached
in 2021

730K
People 25-54

21%
of 9Now minutes viewed by regional Australia

Source: Regional TAM Regional FTA +WA, 23/05/21 – 15/06/21, Various Demos, Nine Content Affiliates, Consolidated 7, contains “Celebrity Apprentice”, Reach. 9Now: OzTAM Live + VOD VPM, Rolling 7 Days Cume, Celebrity Apprentice Season 1, 23/05/2021 - 22/06/2021, includes coviewing on connected tv devices.

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

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

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

Own the episode with Celebrity Apprentice Australia

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

It’s time to explore how your brand can get a sugar hit in 2022
with the show that gives more, whilst giving back.

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

Marketing Task

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

Food-Related Task

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

Selling Task

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

Experience Task

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

Education Task

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

Activation Task

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

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

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

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Say ‘I do’ to Married at First Sight

Australia's biggest marketing platform returns with more love than ever before

We are gathered here today to celebrate the union between Australian audiences and the most beloved show to have graced on our screens for the past 8 years.

Married at First Sight is back for a ninth season in 2022. This season we are bringing back all of what we know and love, with a batch of new participants on the search for their perfect match. Vowing to be one of the best seasons yet, this is not a show not to be missed.

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

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Australia is wedded to MAFS

Australians flock to Married at First Sight for so many reasons. For some MAFS offers routine, for some laughter and for some, simply the joy of seeing romance flourish. MAFS is the watercooler topic of conversation, a ratings juggernaut and an unmissable show.

MAFS is a cross-platform juggernaut

Married at First Sight consistently delivers incredible cross-platform results, making it the perfect vehicle to drive consumer outcomes.

+2 million viewers every episode in 2021
+670,000 Regional

OVERNIGHT

1.481 Million

TIMESHIFT

141,000

ENCORE

199,000

LIVE VPM

42,000

VOD VPM

334,000

Source: OzTAM & RegTAM, 22/02/2021 – 19/04/2021, Total People, Nine Network, Nine Network Affiliates, Consolidate 7, Audience, contains “Married at First Sight”.

MAFS vows to be the best season yet in 2022

Married at First Sight is the show that gets Australia talking. No moment can be missed as audiences lap up the love, time and time again.

In 2022 audiences can expect all elements of MAFS that Australia loves PLUS a selection of brand-new format beats.

Brands are wedded to MAFS for all the right reasons

Married at First Sight is unlike any other program. Audiences hang off every second of the show and engage with it across multiple platforms. From broadcast, to digital through to the participants socials and beyond. Audiences are hooked and brands that have truly recognised this value, have wedded to MAFS for all the right reasons.

We know Married at First Sight is an effective platform to deliver truly incredible, measurable results for brands. And we know Nine can deliver a compelling solution for your brand across the powerhouse of the entire MAFS ecosystem.

No matter the category, no matter the business goal, Married at First Sight has something to deliver your brand REAL results. No idea is too big.

Let's take a look at how MenuLog used Martha's Wine Moments to realise their marketing dreams

Challenge

MenuLog wanted to increase consideration for their brand during engaging reality TV moments. Integration was a key deliverable for the partnership, including product placement and talent verbals.

Solution

Nine proactively approached MenuLog with the Martha's Wine Moment series, including bespoke integration opportunities tailored to MenuLog which was a key deliverable for the client. Nine worked closely with editorial to include product placement, integration moments and talent verbals throughout the series.

Results

MenuLog successfully leveraged its Married at First Sight partnership through clear campaign messaging and creative integration.

This ensured viewers were highly engaged, and resulted in Brand Consideration increasing by 5% pts.

Source: Gemba Brand Health Study Married at First Sight 2021

Find out how Australia watched Married at First Sight tie the knot with Specsavers

In a new series from Powered by Nine, we unpack a range of topics on the minds of marketers. In episode two of Powered Unpacked, we spoke to Shaun Briggs, Head of Marketing Planning at Specsavers, and discovered how the brand kick-started life after COVID through a powerful integrated and creative partnership with Married at First Sight.

Watch Here

Shaun Briggs (Head of Media, Specsavers) said Nine were ‘really easy’ to work with alongside AJF. They (Powered) got there super quick to nail the creative direction, and allowed us to enter into production super fast. The end result saw website traffic +7%, an upside in organic search, and a really strong result from topline sales across +400 stores in Australia and New Zealand.

14% increase

Awareness of Specsavers free eye test increased 14% pts (56% to 70%)

4% increase

Consideration increased 4% pts vs. pre-wave and 7% pts vs. non-viewers of MAFS

9% increase

Perceptions of
Quality and Trust increased by
9% pts and 5% pts, respectively

Source: Gemba Brand Health Study Married at First Sight 2021

It's time for your brand to say 'I do' to BIG ideas

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

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Transform your brand with Beauty and the Geek

Beauty and the Geek: A new season with a whole lot of heart

The 2021 Beauty and the Geek reboot, hosted by beautiful and self-confessed dork Sophie Monk, returned to screens with all the fun of the original series and a new layer of heart and warmth. Audiences fell in love with the show all over again.

Beauty and the Geek is a modern day romantic comedy, but it's real....

With an open mind and an open heart, Beauty and the Geek is full of emotion, laughter, fun, and maybe even a little bit of true love.

Here’s a sneak peek of what’s to expect from this season…

A journey of self discovery, in search of true love and lifelong friendship...

Shining a light on the bridging of the divide, the 2021 season of Beauty and the Geek smashed through the preconceptions of traditional stereotypes.

The 10 beauties and 10 geeks worked together through a series of real-life challenges in the search to find a romantic spark or a lifelong friendship. Surprising connections were made as two very different worlds collided and strong partnerships bloomed in the most unlikely and sometimes hilarious circumstances.

The beauties opened their eyes and hearts to new possibilities as they helped the geeks find their voice, and in return learnt a thing or two from the geeks about stepping outside of their comfort zones.

Break the stereotypes and think differently...

Beauty and the Geek in 2021 offered brands marketing solutions that were distributed at scale and amplified across the entire Nine ecosystem. From broadcast, digital, print and radio – the opportunity to harness the power of premium content to deliver brands real, measurable results were endless.

The beauty of a program fit for every category

86% more likely to fly somewhere
in Aus for their next trip

4x more likely to intend to a
buy a car in the next 3-6 months

62% would pay extra for well-known brands

2x more likely to try new tech as soon as it comes out

4.4x more likely to order food home delivery several times a week

20% more likely to be profligate spenders

61% like to experiment with different beauty products/brands

Source: Nielsen S07 Metro Fused |AUD Must View/Always Try To Watch Reality TV on Nine

Beauty and the Geek in 2021 helped brands harness the power of Nine's entire suite of assets

To find out more about what your brand can achieve with a Beauty and the Geek partnership, request a tailored response to help realise your marketing objectives.

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Put the power of love to the test with Australia’s hottest reality TV show

Put the power of love to the test with Australia’s hottest reality TV show

Nobody said the path to falling in love was easy – but our beautiful Aussie islanders will find a way when Love Island Australia premieres Monday, October 11, at 8.45pm after The Block on Channel 9 and 9Now.

Our tanned, trim, and toned islanders are packed and ready to find “the one” in our Love Island Australia villa – an oasis of fun under the sun in Byron Bay’s hinterland.

The Islanders must couple up, stay together, and win over the hearts of the public, all while surviving the temptations of beautiful bombshells entering the villa.

The world-renowned reality TV phenomenon will be hosted by Sophie Monk alongside new addition, comedian Stephen Mullan, as the narrator, and Abbie Chatfield as host of Afterparty each Thursday night.

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

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Love Island Australia is unique in its proposition and that’s why audiences can’t get enough of it – its unapologetically itself

Love Island Australia is fun, sexy, confident, self-obsessed yet self-aware and most of all…. it provides a sense of escapism for Australian audiences.

Time and time again, Love Islanders share with audiences the relatable, raw and honest moments that we experience in our own lives. They cry through the heartbreak, laugh through the fails, bond through the friendships and fall head over heals into relationships.

Love Island Australia is mass reach

Reaching 1 in 3 Australians in 2019

Reaching 47% of People 18-39 across linear and streaming

Reaching 696K viewers every episode

Source: OzTAM VOD VPM, 01/01/2021 – 31/05/2021, Love Island AU Season 2, metric; minutes, duration 0+, includes co-viewing on connected TV devices. Source: OzTAM Metro, 5 City Metro, Network 9, Various Demos, “Love Island Australia”, excludes encore, 07/10/2019 – 14/11/2019, Profile, Con 7.

Captivating Gen Z and Millenial Australians

Love Island Australia continued to connect with millennial audiences, with 64% of minutes on 9Now streamed by People 18-39

Love Island Australia reached more young Australians than the competition, reaching close to
1 in 3 People 16-39

Source: OzTAM Metro, 5 City Metro, Network 9, Network 7, Network 10, P16-39, P16-24, P18-24, Love Island Australia (07/10/19-14/11/19), Bachelor in Paradise (15/07/20-9/08/20), Farmer Want a Wife (26/7/20-25/8/20), Bachelorette Australia (7/10/20-5/11/20), Reach (000’s), Reach % , Con 7. Source: Source: OzTAM Live + VOD VPM, Love Island Australia Season 2, Rolling 7 Day Cume, 07/10/2019 – 21/11/2019, Duration >= 15 minutes

For the love of BIG IDEAS

No matter the category, Love Island Australia can help your brand realise its marketing dreams to deliver real, meaningful business outcomes.

Love Island Australia is a breakout hit, with its unique blend of humour, romance and drama. It is the perfect platform for brands to push the boundaries in unexpected and creative ways – from one-on-one villa dates and group offsite excursions, trademark challenges to consumer promotions, product placement, integrated TVCs and more.

Check out just some of the creative ways we’ve helped brands realise their BIG ideas:

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

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Connect with Australia

Undeniably the one place to consistently connect with Australia

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

PRIMARY CHANNEL COMMERCIAL SHARE: 2021 YTD

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

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

BVOD: 2021 TOTAL MINUTES VIEWED


TTL Mins	48%	36%	16%

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

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

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

Understand the Strategy Behind Australia's Greatest Content

Programming that connects

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

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

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

Get in touch!