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Australia's most imaginative family-friendly format

Australia’s most beloved entertainment show saw an array of new competition twists, mind-bending new challenges, a new “Power Brick”, and a brand-new shiny set.

The latest season delivered more amazement than ever, the challenges excited and surprised the audience. From The Car of the Future to The Stuntman – we saw teams building a model that can fly through a hoop of fire – this year's competition rose to spectacular new heights.

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

See the highlights from the latest season of LEGO® Masters

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Connecting with 3.642 million Aussies each week

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+1.19 million

Total TV viewers each episode

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+3.3 million

Live + VOD streams

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+172.4 million

Live + VOD minutes

Source: OzTAM Live + VOD VPM, Rolling 7 Day Cume, Lego Masters, 18/04/2022 – 23/05/2022 v 19/04/2021 - 24/05/2021,  includes coviewing on connected tv devices; OzTAM Metro (5CM) + Regional TAM (CAM), S4 “LEGO MASTERS” excl encores (Nine + Affiliates), Total People, AUD/Reach, consolidated 7 data (at 20 June 2022)

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+2.301 million

Regional viewers reached in 2022 (across the series)

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803,000

People 25-54 reached in 2022
(across the series)

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+1.066 million

Weekly
(Total People)

Source: Regional TAM Regional (CAM), S4 “LEGO MASTERS” excl encores (Nine + Affiliates), Total People/Ppl 25-54, Reach, consolidated 7 data (at 20 June 2022)

MichaelHealy

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

POSITIVE BRAND PERCEPTIONS
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Trusted
Fun
Innovative

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.

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6%
uplifting in campaign messaging

7% pts
uplifting in brand consideration

14% pts
previous 4 week purchase

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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