Television Archives - Nine for Brands

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

Episode Four

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

THINK BIGGER

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

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

Don't match luggage

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

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

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

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

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

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

Play a bigger role

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

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

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

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

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

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

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

Find untapped niches

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

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

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

What great integration looks like

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

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

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

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

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

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

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

What powerful TV looks like

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

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

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

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

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

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

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Talking Media with Nine: The Unfair Advantage – Brands and The Power of Sport

Episode THREE

The Unfair Advantage - Brands and The Power of Sport

GO ALL-IN EARLY

‘Medals equal memories’: How brands can realise huge growth, ROI and loyalty – if they start their Olympic and Paralympic journey now

Catherine Clark, CEO, Paralympics Australia, urges corporate Australia to support athletes on the journey to Paris through to Brisbane and beyond. Gemba’s Adam Hodge says the ROI and pay-off is huge for brands that get it right – and go all-in early.

Eight-year runway

Brands now have an eight-year runway to prepare for Brisbane 2032. The smart ones are already on the journey – and will reap the benefits, according to Catherine Clark, CEO, Paralympics Australia.

“It’s the ultimate reality TV,” she says, “the ultimate human storytelling.” And for brands, the Games – and sports sponsorship in general – represent “one of the best ROI options that we have” for building communities.

Latest data from Gemba backs that view, says its Head of Marketing Strategy, Adam Hodge, with massive increases in brand trust as a result of sports sponsorships, which in turn builds brand loyalty.

This is backed up by Nine’s latest Consumer Pulse – Sport research, showing that 1 in 5 of Nine’s audience are more likely to trial or purchase a product if that brand is a sponsor of their favourite sporting team (higher among under-45 year-olds) and 1 in 6 are more likely to trust a company that sponsors their favourite sporting team.

He says brands must walk a fine line between “stepping too far and trying to save the world with a sponsorship, and forgetting that end of a day ‘I've still got to sell cars or soft drinks or shoes.’ What we’re seeing now is that the brands getting the best results are those who are finding the middle ground.”

Toyota template

Authenticity and values alignment is crucial for a successful sponsorship – where the likes of Toyota, says Clark, are setting a template that other brands could lift. 

The carmaker is the mobility partner for the Paris 2024 Olympics and Paralympics – supplying a fleet of electric and hybrid vehicles as well as accessible people-movers, wheelchair e-pullers and three-wheeled electric scooters to help people get around.

It’s showcasing its business beyond cars while providing a genuinely useful service that sits at the core of the Games.

“Many people incorrectly call them our automotive partner,” says Clark. “Yes, they do great cars, but Toyota with the Paralympics, that inclusion and diversity piece, has also created solutions for all kind of mobility aids that can help people – athletes, coaches, support staff who are in wheelchairs – make their way around the village or anywhere around the Games precinct.

“Toyota for me is one of those brands where they have really gone all in.”

That runs through the business – well beyond marketing, she suggests.

“Talking with some of the people who are in and around the Toyota community about how proud they are of their partnership, recalling stories of working with athletes, working with people with disabilities, knowing that they have made a huge impact on their life, that has really sat with me,” she adds.

“Whether we’re talking about the automotive category like Toyota, or to the Nikes, the Lulu Lemons, whatever your product offer is, accessibility is becoming really important so that people can connect and see that you have an offering that suits them from where they are in their life.” 

Emotion wins

The emotional rollercoaster of sport provides huge scope for brands to deliver long-lasting ad effectiveness.

Gemba’s data – the Gemba Creative Score – shows that brands investing in creative relevant to the environment get markedly better results. 

“Over the last 12 months that we’ve been tracking hundreds of ads through sponsorship, we’ve seen between four and six per cent uplift in cut-through for those brands who are creating advertising specifically for the environment,” says Hodge.*

“Five or six per cent might not seem a lot, but when you factor that out over the volume of spend we are talking about, it is a really significant difference.”

Untapped ROI

Beyond the Olympics, Gemba’s data also underlines that women’s sport provides one of the strongest returns for brands – far higher than men’s sports. 

“We did a study at the end of last year, which showed that for every dollar invested into women's sport in Australia you’re seeing a return of $7.29,” says Hodge. “You don't see that anywhere else in the men’s formats. It’s a really great opportunity for those brands that want to come in and make a big change.”

Westpac, he says, is a standout example of a brand walking the talk.

“What Westpac have done with their dollar-for-dollar investment in rugby league across men’s and women’s is the first time a brand has in the contract written down ‘every dollar we spend on the men, we will spend on the women’. The bank is going to audit the rights holder to make sure at the end of the year they show the receipts that they’ve actually done it,” says Hodge.

“That’s going beyond the lip service of putting your logo on the women’s team – and paying them a tenth of what you pay the men.”

Commit now

Clark is asking Australian brands this year to make similar commitments to support Australia’s diverse sporting community – from grassroots all the way to Brisbane 2032 and beyond.

“I really want to see corporate Australia get behind our Olympic and Paralympic teams,” she says, many of which “do it tough from a commercial point of view” and struggle to get from one Olympic cycle to the next.

“I’d love to see our big brands supporting our athletes, getting engaged, celebrating and sharing those stories, becoming part of the Aus squad, and joining us on our journey – because we can’t do it without them.”

Gemba’s Hodge says brands that get on board now will drive long-term growth.

“Aussies love a winner. I think all the predictions for this Olympic squad is that it’s going to be the best since Sydney 2000. Medals equal memories in this country – and those medals will directly translate to results for the brands that are involved,” says Hodge.

“This is really the beginning of the journey to Brisbane 2032, and an Olympics investment is not a small one – you need to be in this for the long term.

“If you’re waiting until the games in ’32 to start talking about your association, you’ve missed 10 years.”

Clark agrees, saying: “We need to prepare ourselves for having the biggest sports party we’ve ever dreamt of.”

*Source: The Impact of Tailored Sponsorship Content/Advertising. Gemba 2022 

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Talking Media with Nine: Disruption, fragmentation and convergence – what is the Future of TV?

Episode Two

Disruption, Fragmentation and Convergence - What is the Future of TV?

CONSENT NOW KING

FAST accelerates as Nine primes 40 channels, backs VOZ Streaming to keep scale, add targeting – but consent is now king and advertisers are missing tricks

Rapidly scaling FAST channels and new buying tools mean advertisers can still build massive TV reach fast, say Nine’s Liana Dubois and Nick Young. But brands and buyers could be smarter about how they harness formats and targeting capability. On the flip side, going too narrow will ultimately crimp growth. Meanwhile, spelling out exactly how data is being used is critical.

VOZ is here

Nine Commercial Director of Digital, Nick Young, is backing the launch of the cross-network VOZ Streaming system to unlock greater scale for advertisers, while sharpening targeting and reducing wastage. Due in market this year, he urged other BVOD players to plug-in to the initiative alongside Seven, Nine and Paramount-owned Ten.

Despite accelerating fragmentation, shifts in consumption habits and linear TV moving from antennae-delivered to internet-delivered shows, Young, and Nine CMO Liana Dubois suggested advertisers can still tap massive TV audiences at speed – if they harness all the tools at their disposal.

VOZ Streaming uses the OzTAM identifier to enable advertisers to plan, buy and post-analyse reach across participating BVOD platforms. It’s designed to reduce duplication and solve cross broadcaster frequency capping challenges – i.e. hitting the same people with the same ad too many times across multiple broadcasters.

Young said VOZ has gained traction since launch, enabling marketers to “measure their investment back to campaign goals”. But he said that is just “stage one”. Total TV activation – i.e. optimising reach outcomes across broadcast & Digital TV – is the next stage.

“VOZ Streaming is a product that will enable reach and frequency-based buying across – 9Now, 7Plus & 10Play - for the moment– but we hope other providers will see the benefit and want to get involved,” he said.

“It provides a cross-broadcaster BVOD reach product and it also enables data matching for BVOD. So the combination of VOZ from a measurement and planning perspective with the streaming activation that will happen this year will enable marketers to still reach mass audiences at scale while being able to target using data.”

Hitting FAST accelerator

While traditional TV drives “water cooler” moments, particularly live sports, underlined by huge audiences for last year's Women’s FIFA World Cup and this year’s Australian Open – there is only so much sport, and spectrum, to go around.

Delivering sport and live events via IP-delivered TV adds targeting capability to that scale – as well as the ability to create a collection of niche audiences that advertisers can stitch together in order to engage more deeply with viewers around subjects and content they care about.

Which is where FAST channels – free ad-supported TV – start to open up new opportunities. These channels are based on specific genres or even a specific show, curated in a linear fashion: i.e. the shows keep playing, non-stop, with ad breaks.

Their attraction is to pull in audiences to the things they are most interested in, while removing the hassle of searching for things to watch. “That’s a very real problem,” says Young, with more than a kernel of truth in the “joke that it takes longer on Netflix to find a show than watch it”. Nielsen data from 2023 suggests on demand viewers spend an average of 10.5 minutes searching for something to watch, about 40 per cent more searching time than in 2019.

FAST channels mean brands can ‘own’ the environment and reach audiences that, albeit smaller, are deeply engaged, reducing potential wastage. The trick is then stitching those audiences together – using tools like VOZ.

Nine currently has two FAST channels in market – youth-focused Pedestrian TV and a dedicated Seinfeld channel that houses all 180 classic episodes.

The network has more coming this year, “something like 40 FAST channels over the period of the Olympics and Paralympics” alone, according to Liana Dubois. “They give incremental viewing choice to consumers who seemingly have an insatiable appetite for content”, particularly when it is packaged up and made easy for them.

Creative thinking required

But Nick Young urges advertisers to be smarter about how they tap into FAST to move beyond a “limited view” of its potential.

“The flexibility we have as a broadcaster around that uncluttered environment, and the ability to develop a TVC with that brand for two minutes of an ad break that reflects the content of that particular channel … There are so many ways we can work with a brand to integrate within a FAST channel in a far better way.”

“These shows and products are hugely popular with that relevant audience – a small audience, no question, but hugely popular. Which means the engagement and trust they have for these brands can be reflected in new and innovative ways. Because they are served digitally, there’s things like sequential ad messaging and dynamically served ads, so many different approaches that we can utilise – but that I'm not seeing that much of. I'd like to see more.”

Brand vs demand

Large advertisers have been getting their first-party data in order – and using it to better target logged-in audiences via anonymised data matching. It means they can avoid targeting people who probably won’t be interested in their products – such as a car brand doesn’t want to waste budget on putting ads in front of someone who has just bought a car. Or targeting only those more likely to buy their product, like dog owners who will probably want to buy dog food.

“We’ve seen a huge rise as everyone gets a CDP [customer data platform], especially the big advertisers, investing in data analytics and crafting out that segmentation,” said Young.

“Certainly, now with cookies [going out] and privacy coming in, those products are in vogue, and we are working with clients day-to-day on the activation and suppression of audiences in real-time. We’re seeing a real focus by these businesses to buy in a way that is relevant to create conversion.”

But Young thinks segmentation can go too far. If advertisers end up targeting “one or two people in Bondi, that can be really expensive”, with advertisers better off just “knocking on their doors”, he suggested.

“So while we’re seeing great work in creating customer profiles and segmentation, you’ve still got to hit a broad audience – and you’ve still got to maintain a large volume to be able to shift the dial.”

Likewise, said Dubois, going broad builds brand and “future demand” for people who might be ready to buy in future.

Consent is king

Although content remains critical as TV networks and streaming platforms vie for audiences, consent is now likewise king when it comes to using audience data to serve targeted ads.

“Consent-based approval is actually the key to any data targeting products or data products that we use,” said Young. Audiences understand the exchange – free content for targeted ads. But both publishers and brands must ensure that audience contract is crystal clear in terms of what data is collected and how it is used, given incoming overhauls to Australia’s privacy laws.

“The old joke used to be that the biggest lie ever told on the internet was ‘yes, I agree’, and ‘I have read your terms and conditions’. But those days are over. So from a Nine perspective, we’re focused on making sure people understand the relationship between our content and their data, and how that can give them a better experience, both from an advertising perspective and a content consumption perspective.”

“Fundamentally, that puts the network in a position of complete compliance.”

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Talking Media with Nine: Data, AI and Marketing – Charting the Uncharted in 2024

Episode One

Data, AI and Marketing - Charting the Uncharted in 2024

MARKETERS ARE ON THE FRONT LINE

Nine’s Liana Dubois and Suzie Cardwell with ADMA’s Andrea Martens discuss incoming post-privacy, post-cookie impacts

Seismic shifts in data privacy, the demise of third-party cookies, and the burgeoning influence of Artificial Intelligence (AI) make 2024 “the most pivotal year for marketers in decades,” warns ADMA CEO Andrea Martens, with marketers “on the front line” for ensuring compliance under the new rules of engagement. Nine’s CMO Liana Dubois, Chief Data Officer Suzie Cardwell and ADMA CEO Andrea Martens, unpack what’s coming rapidly down the track.

Data privacy impacts

The year heralds the most extensive review of the Privacy Act since its late-1990s inception. What we know so far is these changes redefine personal information and place new demands on businesses. Companies must adapt to these legal shifts, balancing the collection and use of consumer data with heightened transparency and ethical considerations. This evolution challenges marketers to rethink their data strategies, pushing them towards more responsible and transparent practices in how they handle customer information.

In another seismic shift, the imminent removal of the Small Business exemption spells a broader impact. Marketers across businesses of all sizes now face the challenge of pre-emptively considering the use of data, weighing its benefits against privacy and ethical risks. The narrative shifts from data collection to responsible data stewardship, emphasising consent, transparency, and consumer protection. As ADMA CEO Andrea Martens puts it: “There’s a real shift in the onus of responsibility from customer to the business to act more responsibly, and to be more transparent in the data practices and notices. Businesses will need to decide if collecting data is worth the risk.”

Cookies crunch

Suzie Cardwell addresses the game-changing scenario of third-party cookie deprecation, a move set to redefine digital advertising. This development underlines the importance of first-party data, marking a critical juncture for targeted communication and audience engagement strategies. The reliance on third-party cookies has been a cornerstone of digital marketing; its absence necessitates a fundamental reassessment of targeting practices. Marketers are now compelled to develop more direct, consent-based relationships with consumers, fostering trust and relevance in an increasingly privacy-conscious world. Cardwell stresses the importance of transparency in data collection and consent management, especially with new types of data being considered personal information. “We need to make sure that with those new types of data, if we are collecting it, first of all, we're very transparent with the consumer about the fact that we're doing that” she says. Plus, if people decide they don’t want their data held, businesses need to make opt-outs easy.

AI
ascendancy

AI’s ascent in the marketing domain offers a blend of challenges and opportunities. It automates mundane tasks, freeing marketers to focus on creative and strategic endeavours. However, ethical considerations and the need for responsible AI governance cannot be overstated. The integration of AI in marketing must be approached with a blend of enthusiasm and caution, ensuring data integrity and ethical usage. AI's potential to personalise customer experiences is counterbalanced by the need for transparency and adherence to privacy norms. Liana Dubois sees AI's potential to enhance customer experiences and personalise marketing efforts as significant, but it must be balanced with ethical considerations. She says: “The idea of [AI] can only be as good as the tradesperson using it.”

CMO warning

Businesses that are already applying best data practices “don’t need to be worried” about incoming privacy law changes, says Martens. “It is the marketers that believe compliance sits somewhere else in the business, that it sits with the legal teams or their agencies, they’re actually the ones that need to get across the changes. Because the reality is that the marketers are the ones that are going to be at the front line … It is not something that can be delegated to another department.”

In this context, internal collaboration within companies takes on paramount importance. As organisations grapple with the complexities of new data privacy regulations, the phasing out of third-party cookies, and the ethical integration of AI, the need for cohesive internal strategy becomes clear. Departments such as marketing, legal, data management, and technology must work in unison to navigate these changes effectively. This internal synergy is not just about compliance or technology adoption – it’s about creating a unified vision that places the consumer at the forefront, ensuring that all facets of the company are aligned in their approach to these new challenges.

Summary

The year 2024 marks a significant turning point for marketers. Balancing the technical aspects of data privacy, cookie deprecation, and AI with the art of creativity and consumer centricity will be key to navigating these changes successfully. As we embrace these challenges, the internal focus must be on transparency, ethics, and collaboration whilst building trust and providing value to the consumer.

Key take-aways:

Embrace transparency in data handling: Understand and adapt to evolving data privacy regulations. Be clear about what data you’re collecting and why, ensuring transparency with consumers.

Focus on first-party data: With the deprecation of third-party cookies, shift your focus to building and leveraging first-party data. Develop direct relationships with your audience based on trust and consent.

Collaborate for better insights: Work collaboratively within your organisation and with external partners to share insights and strategies. This can help in better understanding and navigating the changing marketing landscape.

Prepare for AI integration: Acknowledge the role of AI in marketing and prepare for its ethical and effective use. AI can automate routine tasks and enhance customer experiences, but it must be managed responsibly.

Stay informed and adaptable: Continuously educate yourself about new laws, technologies, and market trends. Be adaptable in your strategies to stay ahead in a rapidly evolving digital environment.

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Tipping Point Australia

A game show phenomenon with a NEW Aussie twist

Off the back of the breakout success of Tipping Point UK, Nine has created our very own supercharged version for Aussie fans.

For the first time, filmed in front of a live audience, this high-stakes game show will go to air at 5.00pm on week nights, leading into the 9News 6.00pm bulletin in 2024.

Our local version has our own format twists – from the introduction of Temptation Jackpot to a brand-new studio and upgraded Machine, which will excite Tipping Point tragics and a new breed of fans alike.

Don’t miss out on your chance to invest with low-risk and maximum reward.

Led by Nine's super host Todd Woodbridge

In 2024, fresh from his Australian Open commentating duties, Todd Woodbridge takes on his latest challenge as host of Nine’s Tipping Point.

He is one of the network’s pre-eminent hosts, having been a part of Nine’s Ashes coverage, the Australian PGA golf tournaments and Postcards. He will also feature in Nine’s coverage of the 2024 Olympic Games in Paris.

Tipping Point Australia is what viewers have been waiting for

It’s not often that a new format comes along that is a proven global sensation and is easily accessible for brands. Tipping Point has already amassed a cult following in Australia through the UK version, attracting a game show-loving audience in this timeslot for over 20 years.

Connecting with game-show lovers at 5pm for over 20 years

We know who they are & how to engage them

55% Female

45% Male

Average Audience per episode

Average Weekly Reach

Aged 25 - 32

Are the grocery shopper

Source: OzTAM Metro (5CM) and Regional Combined Panel, Week 7-34 2023, Mon - Fri, 17:00 - 17:59, Channel 9, Avg Aud, Avg Weekly Reach, Total People (demo attributes by sex & age group) Consolidated 7. TV MAP VOZ Analyser, VOZ Data 4.0 © OzTAM Pty Limited [2023], 12/2/23 - 26/8/23, Nine Content, 17:00-18:00, Average Audience, Mon - Friday, National, Linear TV. TV MAP VOZ Analyser, VOZ Data 4.0 © OzTAM Pty Limited [2023], 12/2/23 - 26/8/23, Nine Content, 17:00-18:00, Total Grocery Shopper, Average Audience, Mon - Friday, National, Linear TV.

The Tipping Point Trifecta

There are plenty of playful opportunities for your brand to interact with this audience

The Tipping Point for your brand

Temptation Jackpot

Viewer At Home Trivia

Mystery Prize Provider

Own The Last Break

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

Request more information - GENERIC

NRL on Nine 2024

NRL ON NINE IS
IN A LEAGUE OF ITS OWN

The NRL on Nine is a mega-marketing platform where brands can connect seamlessly and contextually across a unified platform ecosystem. The result? Reaching highly engaged, passionate super fans across moments of unrivalled impact.

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

Request presentation

CHECK OUT WHAT'S
IN STORE IN 2024

NRL on Nine is the greatest game of all, uniting people regardless of their background as they barrack for their team. And for over 30 years, Nine's Wide World of Sports has been a very proud part of it. This season, a new history awaits.

tHE BEST NRL COVERAGE, EVERY WEEK
broadcasting australia's biggest games in footy

The best NRL content delivered to our audiences on demand wherever and whenever they want. From the All Stars fixtures in February, right through to the internationals in November, and everything in between. The NRL offers 32 weeks of continuous content, spread across key competitions and underpinned by Nine's 24/7 conversation, providing opportunities to create bespoke campaigns around calendar moments. Weekly news and magazine shows support and drive the stories, providing opportunities for your brand to always be part of the conversation.

Download NRL 2024 Schedule

Download NRLW 2024 Schedule

AUSTRALIA'S MOST EXCITING SPORT
UNLEASHED IN LAS VEGAS

For the first time ever, the NRL Telstra Premiership season will kick off on American soil. The 2024 season opening double-header will make history on Saturday, March 2, at the world’s greatest arena, Allegiant Stadium.

FEBRUARY 11
SINGLE MATCH

MARCH 2
TO OCTOBER 1

JUNE 5
TO JULY 17

MAY 16
TO JUNE 27

JULY 25
TO OCTOBER 6

SEPTEMBER 13
TO OCTOBER 6

FEBRUARY 11
SINGLE MATCH

MARCH 2 TO
OCTOBER 1

JUNE 5 TO JULY 17

MAY 16 TO JUNE 27

JULY 25 TO
OCTOBER 6

SEPTEMBER 13
TO OCTOBER 6

NINE’S TOTAL MEDIA POWERHOUSE

REACHING AUSSIES NO MATTER WHERE THEY ENGAGE

Rugby league on Nine is powered by an unrivalled cross-platform. With total television coverage including live-in-play simulcast, high-definition Broadcast Video on Demand, our vast publishing environment, and highly engaging audio products. And the reality is that a sport is only as big as its fans, and the NRL has a fanbase that’s in a league of its own.

Nine is the only place that covers every moment and every story, whenever and wherever NRL fans choose to engage.

BROADCASTING +750 HOURS OF
LIVE NRL MATCHES

total tv

Reaching 15.7 million in 2023, we offer not just the linear experience on Channel 9 but also Australia’s leading on-demand and streaming platform 9Now, creating new ways for brands to tell their story.

AIRING +800 HOURS OF
NRL RADIO CONTENT

TOTAL AUDIO

Reaching 2 million across radio in 2023, we are a direct line to the footy fans of the nation. We serve up the biggest and best footy Australia has to offer, with world-class analysis of all the action on and off the field across talk radio, streaming and podcast.

PUBLISHING +30,000
NRL ARTICLES

TOTAL PUBLISHING

Reaching 16.3 million in 2023, we are first with the agenda-setting stories. But we don’t just tell our readers what happened, we tell them how and why it happened. It’s that unique insight that sets us apart. Amplified by our digital offering, from bite sized digital magazine shows on Wide World of Sports to highlights and expert editorial opinion.

Source: GfK Radio360 Ratings, SMBP Survey 6 2023, Mon-Sun 5.30am-12MN, Cume (000s), Nine Radio - 2GB, 3AW, 4BC, 6PR, AP10+.Roy Morgan Research; People 14+ for the 12 months ending September 2023
Total Nine Publishing includes: nine.com.au, SMH Print & Digital, The Age Print & Digital, AFR Print & Digital, Brisbane Times, WA Today, Domain Digital, Good Weekend VIC & NSW, Sunday Life VIC & NSW, Domain NIM VIC & NSW, AFR Magazine, Fin!VOZ Data 5.0 © OzTAM Pty Limited [2023]. TVMAP VOZ ANALYSER, NATIONAL, CYTD 2023, S-S 0200-2559, Network Nine & Affiliates, Total TV, TV, BVOD, Cumulative Reach, based on Matching "Primary Description records = contains FRIDAY NIGHT NRL GOLDEN, KNOCK OFF, ANZAC DAY FOOTY, NRL LIVE, NRL GRAND FINAL, RUGBY LEAGUE FINAL SERIES, Total People, When Watched Basis

NINE'S NRL FANS CAN'T GET ENOUGH
OF THE SPORT THEY LOVE MOST

The men’s NRL premiership competition is stacked with world-class talent: the electric Reece Walsh, dynamic David Fifita, wily Shaun Johnson and rampaging Reuben Cotter. Other-worldly athleticism combines with brute force. Tough carries blend with acrobatic finishes, pace with flair, physicality with sportsmanship.

EXPANDED IN 2023, THE 11 WEEK NRLW SEASON HAS BROUGHT IN NEW FANS & AUDIENCES

THE COMPETITION STANDS TO GAIN FROM THE GROWING POPULARITY OF WOMEN'S SPORT

australia's most talked about series in sport

State of Origin needs no introduction. It’s the most talked about series in Australian sport, and it will return in 2024 exclusive to Channel 9 and 9Now. The men’s and women’s State of Origin series ignite unparalleled excitement among fans as they eagerly anticipate the clash between rival states. These match-ups showcase the pinnacle of rugby league skill and determination with state pride, creating an electric atmosphere that resonates with fans across the nation.

Plus, in 2024 there will be three State of Origin women’s games, a first for the groundbreaking series.

AUSTRALIANS REACHED ACROSS 3 matches in 2023

streaming audience
state of origin series 2023

australians reached
women's state of origin 2023

Source: VOZ Data 4.0 © OzTAM Pty Limited [2022]. NATIONAL, Network Nine & Affiliates + 9Now, Total People, Distinct Count of VOZ ID, 15 consecutive sec viewing qualifier BVOD events, R Flag = 0 for TV Events, based on Matching "Primary Description records = contains "STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 1ST -MATCH", "STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 2ND -MATCH", "STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 3RD -MATCH" 08/06/2022, 26/06/2022, 13/07/2022,- Numbers show below are from Nine datawarehouse, When Watched Basis, NOT OzTAM Gold Standard Accredited; OzTAM Live VPM, State of Origin, 2023 v 2022, includes coviewing on connected tv devices.

if it matters to fans
nine will deliver

Sports marketing is a powerful tool that many 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 ability to connect brands with fans.

And Nine's unrivalled cross-media NRL offering does just that. It connects with millions of Aussie fans, year after year. Footy fans who are passionate, highly engaged, have money to spend, and immerse themselves in premium footy content week after week across the full NRL season.

The reigning premier
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 NRL 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

CREATING A NEVER-BEFORE-ACCESSED OPPORTUNITY,
WESTPAC OWNED THE 20 METERS UP TO THE TRY LINE

Challenge: Westpac wanted to deepen their connection with everyday Australians in emotionally fuelled moments. Seeking a way to amplify their brand around the game Australians love.

Solution: Through Gemba’s platform The Westpac Red Zone, fans were connected to every unmissable moment in Nine’s exclusive coverage of every NRL Friday, Finals and NRLW match.

Execution: The Red Zone Analyser was supported by the expert commentary team who would unpack the action from the main playmakers in game-defining moments.

Recall of Westpac Red Zone

Above broadcast integration benchmark

Uplift in positive awareness from pre-wave viewers

Source: Gemba NRL Interim Report 2023

nrl on nine
your partner in business

A powerful Nine ecosystem across TV, Digital, Audio and Publishing with several ways to connect with footy fans at scale across Australia.

Our commitment to brand partners is that our framework provides flexibility and adaptability to deliver customised solutions.

Request a tailored response to help realise your marketing objectives.

Request more information - GENERIC

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.

NRL on Nine

KICK OFF 2023
WITH NRL ON NINE

For over 30 years, Nine has brought the sport that we can't get enough of, rugby league, into the homes of Australians all around the country. And in 2023, NRL on Nine will be bigger and better than ever.

With a brand-new NRL team, led by supercoach Wayne Bennett, a hugely expanded NRLW season and a revamped State of Origin format, we can confidently say we are gearing up for a huge year of rugby league.

It’s discussed on radio. It’s dissected in print. And it’s available for fans to watch and stream every game, across Channel 9 and 9Now. With supplementary streams for feature matches plus blogs, highlights and social takeovers all available through the Wide World of Sports digital and social channels.

NRL on Nine: it’s in a league of its own.

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

Request presentation

CHECK OUT WHAT'S
IN STORE THIS SEASON

The NRL is a platform that provides brand partners with the opportunity to be top of mind and leverage the code in a number of innovative ways. Nine offers Thursday, Friday, Saturday and Sunday broadcast opportunities, alongside three blockbuster State of Origin games, before the season showdown: the NRL finals series.

NINE'S NRL FANS CAN'T GET ENOUGH
OF THE SPORT THEY LOVE MOST

+

Total TV reach during the 2022 NRL season

+

Grand Final viewers across Total TV

YoY growth in average live 9Now audience

Source: VOZ Data 4.13 © OzTAM Pty Limited [2022]. NATIONAL, Distinct Count of VOZ ID, 10/03/2022-04/09/22, 15 consecutive sec viewing qualifier BVOD events, R Flag = 0 for TV Events, - Numbers show below are from Nine datawarehouse. OzTam Metro + Regional Data, 5 City Metro + Combined Agg Markets, Total People, Nine Network, 13/05/22 - 15/05/22 v 15/05/21 - 17/05/21, 'Friday Night NRL Live,' 'Saturday Night NRL Live,' & 'Sunday Atfternoon NRL Live,' Average Audience YoY, Consolidated 7. OzTam Metro & Regional Data, Nine Network, Total People, P18-54, M18-54, W18+, P25-54, M25-54 & W25-54, 2021 NRL Season, Including Finals, Exclud Pre and Post, Standard 1 min Cume Reach, Consolidated 7. OzTam Metro Data, Nine, Seven & Ten, Sydney-Brisbane, Total People, ‘Friday Night NRL Live,’ Timeslot Comparison, Dynamic Share, Overnight.

THE PASSION FOR RUGBY LEAGUE DELIVERS STRONG AUDIENCES IN REGIONAL HEARTLAND AUSTRALIA

+

Regional viewers reached in 2022 Total People

Regional viewers reached in 2022 People 25-54

+

of Live Minutes viewed on 9Now across the 2022 season
from Regional Australia

Source: OzTAM Regional Combined (+WA), Overnight), 2021 v 2022, “NRL LIVE” & “NRL STATE OF ORIGIN SERIES” match only (Nine Network Content Affiliates), TP/2554/16-39/GS+CH, Reach & Reach %, consolidated 7 data. OzTAM Live VPM, 10/03/2022 - 2/10/2022, including co-viewing on connected TV devices.

AUSTRALIA'S MOST TALKED ABOUT SERIES IN SPORT

The State of Origin needs no introduction. It's the most talked about series in Australian sport and it returned again in 2023, this time travelling from Adelaide to Brisbane and back for Game 3 in Sydney.

Australians reached across all three matches (Total TV)

Live BVOD Audience of all time against all broadcasters
(Game 2)

Source: VOZ Data 5.0 © OzTAM Pty Limited [2023]. TVMAP VOZ ANALYSER, NATIONAL, METRO, REGIONAL 31/05/2023 - 12/07/2023 V 08/06/2022 - 13/07/2022, 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 13.07.2023. OzTAM LIVE VPM, Dec 2019 - YTD, includes co-viewing on connected TV devices, 12 July 2023 based on pre logs.

THE PINNACLE OF WOMENS RUGBY LEAGUE RIGHT HERE ON NINE

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 in HD on the 9Network and streamed on 9Now.

The biggest season of free-to-air rugby league in history just got bigger with the expanded 48-game NRLW season, Round one kicked off on Saturday, July 22, showcasing the women’s game on the platform with the biggest reach in the country.

+

Australians reached
2023 Womens State of Origin series
(Total TV)

Source: TV MAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], 'Women's State of Origin,' Including Pre and Post, 01/06/2023 & 21/06/2023, Nine Content, National, BVOD & Linear, Cumulative Reach (000s), Total People, Consolidated 7.

THE BEST NRL COVERAGE, EVERY WEEK
BROADCASTING AUSTRALIA'S BIGGEST GAMES IN FOOTY

NRL offers 32 weeks of continuous content, spread across key competitions, and underpinned by Nine's 24/7 conversation, providing opportunities to create bespoke campaigns around calendar moments. Weekly news and magazine shows support and drive the stories providing opportunities for your brand to always be part of the conversation.

Download NRL 2023 Schedule

Download NRLW 2023 Schedule

FEBRUARY 11
SINGLE MATCH

MARCH 2
TO OCTOBER 1

MAY 31
TO JULY 12

JUNE 1
TO JUNE 22

JULY 22
TO OCTOBER 1

SEPTEMBER 8
TO OCTOBER 1

IF IT MATTERS TO FANS NINE WILL DELIVER

And Nine's unrivalled cross-media NRL offering does just that. It connects with millions of Aussie fans, year after year. Footy fans who are passionate, highly engaged, have money to spend, and immerse themselves in premium footy content week after week across the full NRL season.

BROADCASTING +750 HOURS OF LIVE NRL MATCHES

Total TV

We offer not just the linear experience on Channel 9 but also Australia’s leading on-demand and streaming platform 9Now, creating new ways for brands to tell their story.

AIRING +800 HOURS OF
NRL RADIO CONTENT

Radio

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

PUBLISHING +30,000
NRL ARTICLES

Publishing

We are first with the agenda-setting stories. But we don't just tell our readers what happened, we tell them how and why it happened. It’s that unique insight that sets us apart.

PRODUCING +2,000 HOURS OF
NRL DIGITAL CONTENT

Digital

Our fully integrated digital offering continues to keep our audiences in the loop across the NRL season with premium content, from bite sized digital magazine shows on WWOS to highlights and expert editorial opinion.

The reigning premier
of creativity and results

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

Explore Powered Studios

Let's take a closer look at how brands have effectively utilised the power of the NRL on Nine

DOORDASH LEVERAGED THE POWER OF AN NRL FINALS SPONSORSHIP TO DELIVER HIGH IMPACT MARKETING MOMENTS

Challenge: DoorDash had a goal to position themselves as NRL's only 'On Demand Delivery Partner' and to set a point of difference against their competitors.

Solution: By leveraging Nine's exclusive coverage of every Finals Match, DoorDash creatively showcased their service as the ultimate on-demand delivery partner for any need.

Execution: Through Nine's exclusive Finals Match coverage, DoorDash incorporated augmented reality ball delivery and a situational content series using Nine talent.

Top of Mind Awareness

Consideration

of new users acquired
NRL Grand Final 2021

Source: Gemba NRL Interim Report 2021

Find Out More

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

Request more information - GENERIC

Tennis on Nine 2023 – Advantage You

We know the tennis audience of today commands the upper hand. Sport doesn’t stand still, and neither can its coverage. The audience expectation of sport is changing and Nine is at the next evolution of sport consumption, with tennis is at the forefront.

Year on year, audiences are engrossed and inspired by the stories of tenacity, triumph, loss and pride that tennis brings. Following the journey of the athletes that put it all on the line to win. And it's no doubt we are seeing the next generation of superstars evolve the game right in front of our eyes.

With tennis proven to be the only summer platform to increase brand perceptions, Nine's Wide World of Sports will elevate sport to the next level in 2023. With significant investment into our total content ecosystem across television, publishing and audio. And cutting-edge technology that can take your brand even closer to the heart of the action than ever before.

Advantage you.

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

Request Presentation

RECAP ON THE TENNIS 2023 LAUNCH

Nine's content strategy and fan solution

In conversation with the experts of the game

The power of tennis on Nine is unmatched

ONE NETWORK,

ALL FOUR GRAND SLAMS

Nine is the only place in the country where you can access all four grand slams.

Covering the greatest matches, played on the sport's grandest stages. From the blue courts of Melbourne, to the orange clay of Paris, to the green grass of Wimbledon, and of course, the hard courts of the US Open in New York.

NINE'S TOTAL CONTENT PROPOSITION

AN ALWAYS ON STRATEGY

Nine continues to heavily invest in our content and total media proposition to bring the best of tennis to fans, around the clock, no matter how they want to consume it. With a combination of assets that give our audiences something unique, across an unrivalled system of touchpoints that no other media company can offer.

TELEVISION & BVOD

Across our television offering, fans wake up in the morning to the Today Show to catch up on AO updates. Staying with us for our morning show, which sets up the day with all the previews, analysis and entertainment. And of course, all the Tennis highlights, in-depth opinion and feature stories are all covered across our weekly panel shows, Cross Court and Sports Sunday.

MONTHLY AUDIENCE

PUBLISHING

Nine's publishing coverage is where the conversation starts about players' journeys, the evolution of the sport and the wider tennis community. We focus on serving in-depth content to our readers so they can consume a product that goes well beyond the headlines. Digitally we keep our finger on the pulse with live blogs, and beyond the court coverage of key matches from our team of expert writers.

LISTENERS EACH WEEK

AUDIO

Our audio proposition is a direct line to the tennis fans of the nation. Every week, we’ll serve up in-depth game analysis with daily tournament coverage and expert commentary from our talent. Nine Radio allows you to create a deeper connection with fans through our live on-ground broadcasts and extend conversations throughout the tournaments. With TWO brand new Australian Open podcasts from the producers of Stories of Origin coming soon.

Source: OzTAM Metro + Regional TAM data, 17/01/2022 – 21/01/22, Nine Network + Nine Network Content Affiliates, Total People, Reach, contains “Australian Open”, Con 7 as at 01/02/2022. OzTAM Metro + Regional TAM data, 17/01/2022 – 30/01/22 v 08/02/2021 - 21/02/2021, Nine Network + Nine Network Content Affiliates, Total People, Reach, contains “Australian Open”, Con 7. OzTAM Live VPM, Australian Open, 2022 v 2021, includes coviewing on connected TV devices. Nielsen Digital Content Ratings, Monthly Tagged, December 2020, Current Events and Global News Sub Category, Text, People 2+, Census. Roy Morgan Research; people 14+ for the 12 months ending March 2022. GfK Radio Ratings, SMBP Survey 1 2022, Mon-Sun 5.30am-12MN, Cume (000s), TSL (HH:MM), Exclusive Commercial Cume Commercial only (000s), AP10+, Nine Radio – 2G, 3AW, 4BC, 6PR - *Source: Nielsen CMV, Metro Survey 3 2022, Fused Radio Data Cume (000s), Mon-Sun 5.30am-12MN, Nine Talk Radio - 2GB, 3AW, 4BC, 6PR AP14+ vs SMBP AP14+.

Source: TV MAP VOZ Analyser, VOZ Data 4.0 © OzTAM Pty Limited [2023], 16/01/2023 - 29/01/2023, includes 'Australian Open,' National, BVOD & Linear, Cumulative Reach, Total People
Source: Roy Morgan Research; People 14+ for the 12 months ending December 2022.
Sport Total Publishing = SMH Print Section (Sport) L4W or AGE Print Section (Sport) L4W or SMH - Sport Digital or AGE - Sport Digital or nine.com.au - Wide World of Sports

OUR TENNIS TALENT ARE THE BEST IN THE WORLD
THEY ARE TRUE EXPERTS

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

immersive technology is
giving audiences the advantage

We know technologies like artificial intelligence, mixed and extended reality are set to transform everything from talent spotting to gameday performance, broadcasting, and reporting.

Innovation runs through the veins of tennis on Nine and next year will be no different.  

We know that fans look to us to keep their finger on the pulse of all the tennis action. This year we will continue to offer tennis fans access to the game in more ways than they ever have before.

We have the most cutting-edge technology employed to advantage your tennis viewing experience.

BIG IDEAS THAT WILL GIVE
YOUR BRAND THE ADVANTAGE

We take great pride in our content expertise to create world class entertainment for all of Australia. This is underpinned by our marketing services team, Powered, which is built specifically to help your brand grab hold of big marketing moments.

What does this mean? We can help with brand or media strategy, or consumer insights or maybe even something as specialist as market mix modelling and econometrics. We have the expertise – all in house.

You might need help with creative strategy, with production of advertising material across TV, Audio, Print, Digital or Social.

Or maybe you want to better understand how your brand, your products and your financial expertise can be integrated into our content - whether that’s inside a TV show, a radio broadcast, or things like native or advertorial content across print and digital.

The Australian Open is an ever-growing fan festival and next year we’ll introduce a sophisticated motion control robot, paired with a cinematic high-speed camera to capture dynamic video portrait sequences of fans on ground - aligning beautifully with the festival and grandeur of the Australian Open.

Mixed reality delivers a blend of physical and digital worlds, unlocking natural and intuitive 3D human, computer and environmental interactions. It takes the existing state on the court with players and crowds to an enhanced reality where we see both real and virtual worlds collide using next generation sensing and imaging technologies.

THE GRAND SLAM CHAMPION OF
CREATIVITY AND RESULTS

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

VISIT VIC OWNED THE AO COVERAGE FROM EVERY ANGLE
TO INSPIRE AUSTRALIANS TO LIVE LIFE FOR NOW

CHALLENGE

Position Melbourne as the open, vibrant, energetic and thriving major events capital of Australia.

INSPIRED BY

After a prolonged period of life "on pause," Australians are getting up to live for the now. Summer in 2022 will be about not settling—leaning into impulse and spontaneity as we keep exploring, keep discovering and making up for lost time.

SOLUTION

Harness the positive energy and optimism of the Summer of Tennis to showcase that Melbourne is truly alive and ready to explore through ownership of Court Nine.

SHAE KEENAN

Chief Marketing Officer,
Visit Victoria

"The 2022 broadcast was where we really pushed the partnership beyond spots and dots and squeeze backs. We were able to fully integrate our key messages and campaign assets through the full suite of Nine’s assets and channels to create a significant impact for Melbourne and its tourism industry in new and innovative ways."

YOUR HOME OF TENNIS
IN 2023

advantage you

Harness the power of Tennis on Nine in 2023. For further information, please contact your Nine representative or complete the form, and a member will be in touch.

Request more information - GENERIC

TODAY: Australia’s most talked about breakfast show

Australia's most talked about breakfast show

TODAY sets the agenda right across Australia, providing viewers with a trusted source for journalism and entertainment every weekday from 5.30am – 9.00am. Bringing Australia the latest in news, sport, weather, finance, entertainment, health and lifestyle from Australia and around the world.

57% Female | 43% Male

63% are Main Grocery Buyers

People 18-59 make up 48% of the TODAY Show audience

TODAY engages the audience you need to reach most

Source: OzTam Metro Data, 5 City Metro, 'Today,' 2023 YTD up to 14/08/2023, Simple Audience Profile, Consolidated 7

Our morning TV audience is growing across all screens

Reaching over 6.4 Million people in 2022

No.1 Breakfast Show in 2022 along the East Coast Metro in Total People

No.1 Breakfast Show in 2022 across all key demos Syd, Melb & Bris

Live BVOD grew by 56% Year-on-Year

Source: OzTam Metro data, 5 City Metro + Markets, Total People, P25-54, P16-39 & GS + Child, 2022 CY v 2021 CY, ‘Today’, v ‘Sunrise’, ‘Toda 05:30-09:00’, v ‘News Breakfast 06:00-09:00, ‘Monday-Friday’. OzTAM Live VPM, Today Show, 1 Jan - 31 Dec 2020 & 2021, includes coviewing on connected tv devices

"As Australians morning routines evolve, TODAY is with them at every step. On linear TV, 9Now and all social channels, TODAY welcomes people in their living rooms, joins them on their commute and entertains them on their phones long after the program is over. TODAY's 24/7 Total TV, digital and social strategy ensures viewers never miss the latest news, sport, entertainment and weather, and are always part of the conversation."

Alexander Needs
Director - Partnerships & Strategy
News & Current Affairs

A powerful ecosystem - TODAY reaches audiences wherever they consume their content

Total TV Audience 299,100

276,000
Overnight

100
Timeshift

23,000
BVOD

Source: OzTAM Live VPM, Today, 2/1/23 - 11/8/23, includes coviewing on connected tv devices. Source: OzTAM Metro + Regional Data, 5 City Metro + Combined Agg Markets, Total People, 'Today,' 2023 YTD up to 11/08/2023, Overnight + Timeshift to 7, Average Audience

Website

11M
Page Views

6M
Unique Visitors

Source: Adobe Analytics, Today Show Site, 2/1/23 - 31/7/23, unique visitors, page views

A powerful ecosystem - TODAY building a community on social media

2.4M followers (+13% YoY)
61% female vs 39% male

Average 17M video views per month

Average 945K engagements per month

331K followers (+4% YoY)
76% female vs 24% male

13% audience from Sydney & 10.5% from Melbourne

Average 2.6M video views per month

Average 195K engagements per month

202K followers (+65% YoY) our fastest growing social community
52% female vs 48% male

Average 2.6M video views per month

Source: @thetodayshow Instagram, TODAY Facebook, @thetodayshow TikTok - 14 August 2023.

Start your brands day the right way, by partnering with TODAY

TODAY offers a powerful marketing platform speaking to an engaged, loyal community in both a trusted and brand safe environment. From seamless integrations to moments that surprise and excite, TODAY has you covered. TODAY can help elevate your brand and deliver your message to consumers every morning, every day of the year – executed by the most respected journalists and presenters in the business. From groundbreaking stories, sport up close and personal, finance for real people and ground-breaking tech, there’s an exciting and unique way in for each and every brand – through content that delivers real business results.

Check out how we've helped brands realised their big ideas by connecting with Australian communities far and wide

Today Show's ultimate car giveaway

Chery Motors, a prominent automobile manufacturer, aimed to make a significant impact in the Australian market by reintroducing the OMODA 5, with an accompanying campaign to launch the brands return to Australia.

To generate hype around the launch of OMODA 5, Chery Motors turned to Australia’s most talked about breakfast show, TODAY, to reach an engaged audience at scale.

In one of the biggest stunts ever seen on Breakfast TV, six contestants battled it out to see who could keep their hand on the car longest, with the winner walking away with a brand-new Chery OMODA 5.

"...This comprehensive approach led to an impressive 40 million PR impressions, alongside the capture of data from over 10,000 competition entrants. Additionally, the competition period saw a notable increase in website traffic, underscoring the positive impact of the partnership on Chery's online presence and potential to generate sales leads. Additionally, a number of our customers have also mentioned having seen the car on TODAY Show prior to purchasing via one of our dealerships...“

Andrew Haurissa
Marketing Director
Chery Motors

Endless opportunity, fit for any category

Amplify your brand story by aligning with TODAY

The TODAY Show loves to engage directly with viewers through fun and exciting consumer promotions. With the cost of living placing pressure on households all over Australia, put your brand front and center by giving back to Aussies through a TODAY Consumer Promotion.

The TODAY weather host broadcasts live from different events and locations around Australia and abroad, and across the morning showcases these for our viewers. This is the perfect opportunity for brands with an event, activation or special location to showcase.

Align your brand to TODAY's most loved regular segments. I.e. Weather, Sport, Entertainment, Your Money, Tech, Property and more!

Integrate your brand within a Sponsored Editorial Segment. TODAY creates tailored integration opportunities to meet brand objectives and align with campaign goals. The best opportunities exist when aligning to contextual news or calendar events.

Our premium morning TV offering doesn't stop there

The TODAY EXTRA team covers everything from entertainment, celebrity interviews, news, to practical lifestyle content such as fashion, beauty, parenting and relationships, health and nutrition. Hosted by David Campbell and Sylvia Jeffreys, airing nationally Monday to Friday 9.00-11.30am and Saturday 10.00-12.00pm.

Join the TODAY Weekend team as they bring you the latest in news, weather, current affairs, sports, politics, entertainment, fashion, health and lifestyle. Airing nationally on Saturday and Sunday from 7am-10am, hosted by Australia’s most respected journalists Clint Stanaway and Jayne Azzopardi.

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