The Block 2024 - Nine for Brands

The Block hits an incredible milestone in 2024

Heading into a huge 20th season

Television’s toughest building challenge headed back to the suburbs of Melbourne, with host Scott Cam, welcoming a new batch of eager Blockheads to build five family homes.

In what sounds like the stuff of fairytales, The Block 2023 was nestled on Charming Street in Hampton East – a suburb with family charm, wide streets, houses with character, and easy access to community services, parks and retail.

The 5 houses? The tough task was to extend and expand them into the ultimate family home! The Block juggernaut brought new format beats, new challenges and heaps of drama to passionate audiences across the country.

Contestants compete for the chance to walk away with $100,000 prize money and any profit made when their homes went under the hammer at the live auction.

Request a tailored response to help realise your marketing objectives

A Proven Performer In 2023

Timeslot Winner
All key demos

Over 1.3 Million
Viewers per episode

+305K
National BVOD
audience LIVE + VOD

+1 Billion
Total minutes
(LIVE + Catch-up)

1.041M

OVERNIGHT & TIMESHIFT TO 7

91K

LIVE VPM

214K

VOD VPM

Source: OzTAM Metro & Regional TAM 06/8/23 - 05/11/23, Total People, Nine + Nine Content Affiliates, Overnight, Timeshift to 7, The Block. OzTAM LIVE + VOD VPM, Rolling 7, The Block, 06/08/2023 - 12/11/2022, includes co-viewing on connected TV devices.

Captivating Regional Australia

Over 3 Million
Regional viewers
reached in 2022

121K
People 25-54

308K
Regional viewers
per episode

538K

OVERNIGHT

17K

7 DAY TIMESHIFT

42K

ENCORE

26% of minutes were viewed by Regional Australia in 2023

263 Million total minutes viewed by Regional Australia in 2023

Source: OzTam (5 City Metro + Regional Combined Panel) Nine Primary, 06/08/2023 - 12/11/2023, The Block, Average Audience, Reach, Total People, Overnight, Timeshift to 7, Consolidated 7. OzTAM LIVE + VOD VPM, Rolling 7, The Block, 06/08/2023 - 12/11/2022, includes co-viewing on connected TV devices.

Creative Execution Examples

Challenge:

How do we drive new downloads of the domain app each week to explore the exclusive property listings?

2021 saw a record year for the property market and Domain understands that for those in the process of buying and selling property, it is one of life's most stressful decisions.

Domain wanted a single-minded approach to this year's The Block partnership, where all integrations focused on delivering a consistent brand message driving app downloads and listing views.

Solution:

A partnership between Australia’s home of property, Domain and Nine’s No.1 rating renovation program, The Block, was the ideal way to showcase all the ways the Domain app can help property owners and seekers buy, rent, or sell their home, feeling confident in the process.

Execution:

Domain’s in-program integration was celebrated across the entire block journey.

With help of Nine, Domain built an integrated partnership using the full suite of Nine’s ecosystem. A multi-channel approach, involving the digital integration of each party’s channels, enabled Domain to present bold, engaging integrations for all key property moments throughout The Block’s season.

Nine contributed to this seamless integration, building Domain’s app features which were proven to help contestants and allow them to create their own exclusive listings. Domain talent was also present throughout the series to bring an approachable expertise to important property moments.

To further enhance the integration, Nine also created bespoke and exclusive content which was housed on Domain’s own channels to engage both fans of the show and consumers in the property journey. The ongoing collaboration at all levels allowed for successful integration within The Block.

Results:

The campaign was a huge success, achieving record goals year-on-year:

• 118% increase in listing views

• 594% increase in total app views

• A highly engaged audience across The Block content on Domain, with a 60% increase in article page views

Domain are committed to working on more innovative ways to integrate their sponsorship for years to come.

Source: Domain Internal Data 2021

Opportunities For Brands

Integrated Challenges

Viewer
Polls

Product
Placement

Talent
Alignment

Integrated
TVC'S

Consumer
Promotion

What to expect!

Television’s toughest building challenge will head to the bush to transform a set of country houses into someone’s great Australian dream.

An abudance of integrated solutions that will meet your brand objectives and are guaranteed to deliver truly incredible results for your business.

Connect with audiences at scale across Metro and Regional, with a proven ratings phenomenon across the demographics you want to reach most.

Don't miss out on building your brand through a premium content partnership with the block in 2024

To find out what your brand can achieve with the power of a sponsorship with The Block, request a tailored response to help realise your marketing objectives.