Australia’s favourite renovation reality program, The Block, has named the sponsors for its 18th season which debuted with stellar ratings last week attracting an overnight national average audience of 1.352 million across the four episodes in Total TV (812,000 metro/ 340,000 regional/ 200,000 Live + VOD) – up 29% year-on-year.
With the tree change series undertaking its biggest build yet, with five houses each on 10 acre blocks – as well as Scott Cam’s stunning renovation of a 1866 homestead property – there are 11 brands returning as major partners including The a2 Milk Company, Colorbond and Truecore steel, Catch.com.au, Domain, Ford, hipages, McCafé, Mitre 10, Simonds Homes, Suncorp and Xero.
Among the new brands joining the show are Red Earth Energy Storage, Aldi, The Arnott’s Group and Disney+.
Michael Stephenson, Nine’s Chief Sales Officer, says The Block is the biggest show on television for brands.
“There is no other show on television that provides a platform for brands to tell their stories like The Block, and this year Powered have created even more big ideas for our sponsors to make their brands famous,” says Stephenson. “This year the show is massive, we have audience growth in linear, live streaming and on demand making The Block a total television powerhouse.”
With partners knowing they can trust the power of The Block brand year after year, it is no surprise that several brands have partnered with the show for multiple seasons, including Mitre 10, which this year marks 15 series as a sponsor.
As viewers have seen in last week’s episodes, the Blockheads need all the help they can get, and with hipages also returning to the series, it means sourcing tradies has become more crucial than ever.
With a focus on sustainability, resilience and off-the-grid energy source in all the builds this season, partners Suncorp and Red Earth Energy Storage are helping to keep the environment at the forefront of the series – with Suncorp extending their partnership to include both Bank and Insurance brands – to encourage the Blockheads to implement resilient measures to their properties such as building materials, while Red Earth Energy Storage are providing solar panels and battery energy storage systems to power the entire Block site through sunlight.
The Block continues tonight at 7.30pm on Channel 9 and 9Now.
Source: OzTAM Metro (5CM) + Regional TAM Regional (CAM) data, 07/08/2022-10/08/2022 v 08/08/2021-11/08/2021, “THE BLOCK” excl encores (Nine + Affils), Total People, AUD, overnight data (at 11/08/2022); OzTAM Live + VOD VPM, The Block, 7/8/22 – 10/8/22 v 8/8/21 – 11/8/21, includes coviewing on connected tv devices
For more information:
Adrian Motte
Senior Communications Manager – Trade & Publishing
amotte@nine.com.au
Monday, August 15, 2022
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