With The Block once again a hit with viewers, attracting a National Total TV cumulative reach of 8.3 million over the first 11 episodes, the 20th season of Australia’s favourite renovation program proves there is no other show that consistently provides a platform for brands to tell their stories.   

Brands that feature in The Block outperform industry benchmarks, with products featured on the series experiencing a 164% increase in claimed purchases, according to research undertaken by Nine*. 

The insights found audiences of The Block in 2023 were two times as likely to regard sponsored brands as ‘the only brand I would consider’. 

Lisa Day, Director of Powered, said The Block provides a premium platform for brands to reach audiences at scale and driving action for its sponsors. 

“The effectiveness results are consistently above industry averages across consecutive years,” said Day. “For the past two seasons, sponsors of The Block achieved a 6% uplift in consideration and 17% uplift in sponsorship awareness on average. It’s why our sponsors keep coming back year after year – McCafé has an 11-year association with the show; ten years for Domain and an incredible 17 seasons for Mitre 10.” 

Hosted by Scott Cam and Shelley Craft, The Block provides a premium platform for brands that can leverage Nine’s unrivalled Total TV, Total Audio and Total Publishing assets to achieve reach at scale, and is one of the most consistently successful programs on Australian screens. 

Filmed in Victoria’s picturesque Phillip Island, the new series features five new couples who are transforming the rundown properties into luxury family holiday homes, and features some of the biggest brands in Australia. 

A group of diverse brands return this year as major partners including Amazon, Arnott’s, Aldi, BlueScope Steel, CommBank, Disney+, Domain, Engie, Ford, hipages, McCafé, Mitre 10, Youi, Xero. 

Sarah Stewart, Powered’s Director of Content Partnerships and Client Experience, said The Block is one of Australia’s great television success stories that can provide a safe premium environment for brands. 

“We have had learnings of nearly two decades of The Block screening on what works and how to keep evolving the partnerships and integration. The Block – which was initially underestimated by brands – now sets the gold standard in how formats can keep on delivering for audiences and clients. The learnings from The Block have also helped us turn Married at First Sight into a format that is growing into Australia’s next brand success story.” 

The Block continues Sunday at 7.00pm on Channel 9 and 9Now.

*Gemba Insights Database 2023

For further information, please contact:
Adrian Motte
Senior Communications Manager – Trade & Publishing
amotte@nine.com.au

Thursday, August 29, 2024