NINE UPFRONT HIGHLIGHTS
Last week Nine hosted their upfronts with a number of exciting new announcements set to cause waves in the industry. Their content slate is packed with news, sport, entertainment, and youth focused programming . They announced new shows such as two gripping drama series Human Error and Blood on the Tracks, gameshows Tipping Point & Jeopardy! and indicated they are tapping into the real estate reality TV boom with Listings Melbourne to name a few. In addition to this there will be returning favourites Married at First Sight, The Block and Lego Masters.
There was many key announcements made on the day but a few interesting ones are listed out below:
Olympics will be a massive drawcard for Nine in 2024 however they won’t be merely covering the two weeks of the games – there will be a jampacked run up of multi-channel content. This will include documentary series covering the inspiring stories of the athletes and sports, dedicated podcasts and WWOS radio along with special editions of their print titles Good Food & Traveller. In terms of the broadcast for the games, there will be 2 dedicated Olympic channels running 24 hours a day in 9 and 9Gem, and 9Now will have 40 individual channels running live and on demand. In the words of Nine’s Director of Sales – Sport Matthew Granger, “The Olympics and Paralympics are no longer just a two-week event for brands. The Games provide a year’s worth of activity where clients can lay out their marketing strategy with a clear vision and an objective to reach audiences and share stories to spread the Olympic spirit.”’
Expanding E-Commerce Solutions
Nine also announced that they will be venturing into the affiliate marketing space which has been steadily growing. Nine began exploring this space last year when they launched Product Reviews, a site designed to help inform shoppers with practical advice when it comes to making purchases. Spurred by this site’s popularity, Nine will be give advertisers the opportunity for product integration into this content and establish a brand new E-Commerce division within the business.
In an industry first announcement, Nine also shared that they have teamed up with their competitors in Seven & Paramount as well as audience measurement platform Oztam to provide a solution for programmatic BVOD trading and measurement called VOZ Streaming. The platform will incorporate a single dataset that allows advertisers to manage reach and frequency across a multi-broadcaster BVOD buy. Buys using this technology will also allow bought inventory to be post analysed against the VOZ Total TV database which will show the deduplicated reach driven by BVOD.
CAMPAIGN OF THE WEEK
In the Lead up to World Suicide Prevention Day which occurred yesterday September 10, Lifeline launched a campaign called ‘Suicide Doesn’t Discriminate’ which contains a series of short films designed to break the stigma and drive awareness for this silent killer, created by creative agency Thinkerbell.
The films bring together 4 people of completely different walks of life to discuss their journeys with mental health and experiences with suicide to challenge the misconceptions that it is only certain types of people that can be affected.
The deeply moving films can be viewed here. In one of the films there is a military veteran and a young, successful engineer sharing their experiences and in another a mother and proud Worimi man who share their stories with one another.
Lisa Cheng, Executive Director at Lifeline, said that "It’s important to bring these stories to the forefront so that other people who are struggling face no barriers in reaching out and getting the help they need.”
The creative was running across BVOD, OOH, digital and social to raise awareness in the lead up to September 10.
ANZ Roy-Morgan Consumer Confidence up 0.6pts to 78.7 – highest for four months since late April. Despite the small increase the index has now spent a record of 27 striaght weeks (equivalent to over six months) below the mark of 80. Consumer Confidence is now 7.4pts below the same week a year ago, August 29 – September 4, 2022 (86.1) and is just above the 2023 weekly average of 78.1.
There was a divide when looking around at the states with Consumer Confidence being up in Victoria and South Australia but down slightly in New South Wales, Western Australia and Queensland. Driving the small increase in the index this week was improved sentiment around the long-term fortunes of the economy and buying sentiment with fewer people saying now is a ‘bad time to buy’ major household items.
ANZ Senior Economist, Adelaide Timbrell, commented:
“ANZ-Roy Morgan Australian Consumer Confidence rose to 78.7, its highest level since April 2023. The encouraging July monthly CPI indicator print which showed falling annual inflation likely supported the increase in confidence. In particular, government rebates which reduced the net price increase of electricity from 19.2% m/m to 6% m/m may have helped household financial confidence. The start of what we think is an extended pause from the RBA could also be flowing through. The four-week average confidence level for outright owners is steadily increasing while those paying off their mortgage are seeing confidence stagnate at a lower level than renters and outright owners.”
The first week of the AFL Final Series has kicked off and this has delivered a strong ratings week to Seven.
Seven finished the week with a comfortable win, buoyed by AFL Finals across three nights. The shares across the week sat as followed Seven 33.9%, Nine 28.4%, Network 10 14.6% and SBS 8.1%. Seven led the ratings from Tuesday-Saturday with Nine winning Sunday and Monday.
The Block continues to lead in entertainment stakes landing well ahead of The Voice and leaving The Traitors struggling. Working Dog delivered 3 of 10’s top 4 shows for the week led by Have You Been Paying Attention?
In the week of the 3rd September to 9th September there 906.2 million minutes of video views across BVOD reaching 5.5 million Australians. The Block’s Bathroom Reveals took out the top spot of the week with an audience of 178,000 with ABC’s Bay of Fires closely following with 157,000 viewers. Echoing the show’s success across FTA, The Block took out 4 of the top 10 programs this week. Seven took out 5 of the top 10 BVOD episodes of the week with The Voice, RFDS, My Kitchen Rules and Home And Away.