When it comes to sporting rivalries, the upcoming 2017-18 Ashes test cricket series presents an unparalleled opportunity for advertisers to connect their brand with millions of Australians, according to Nine Chief Sales Officer, Michael Stephenson. 

Speaking at the Nine Ashes launch event last week, Stephenson noted that this year the Ashes would cap off what has been an exceptionally strong year for Nine.

“It’s been a huge year so far at Nine but I feel like we are just getting started – there is so much more to come,” said Stephenson, citing the success of shows like Married at First Sight and Australian Ninja Warrior. 

“And there is no greater platform to connect your brands with our audiences than the greatest  rivalry in world sport between two nations: The Ashes.” 

Stephenson was joined on stage by Sam Brennan, Nine’s Director of Sport – Sales, who noted that Nine’s research showed Australians were both more active and more inclined to spend money over the summer months. 

“Over summer we’re doing more,” said Brennan. “On average we are spending $1200 more than any other time of the year and that’s what all of us in this room are fighting for.”

Brennan argues that marketers need to recognise the impact summer has across a variety of sectors and look to capitalise on it in the best way they can. 

“The relevance of summer impacts us all irrespective of the industry or category you operate in,” he said. 

“The challenge is to find a meaningful way to engage our customers consistently over summer and that’s where cricket comes in, and where The Ashes delivers in spades.”

He also noted that as a platform, the last Ashes series in Australia had a total reach of more than 15.6 million Australians and that the audience for the Australia versus England rivalry has been growing. 

“In the last 15 years we’ve seen a 25 per cent increase in audiences when England tour,” said Brennan. 

“Adding to this is our Women’s Ashes broadcast kicking off in October, and we are certain this will be Nine’s biggest ever cricket season in our 39 years of broadcast.”