Network Nine has named the sponsors for its reality series The Block, with Aldi, Domain and Suzuki among the brands signing on.
The latest launch of the series will be its 11th season with the network promising a “back-to-basic” approach, with new contestants, with limited renovating experience, renovating an apartment complex.
In terms of partnerships, Aldi will be providing The Block contestants with grocery products and special buys throughout the season, and as part of an integrated arrangement, will be giving $30,000 to a fan as part of a viewer’s choice competition.
Mitre 10 is joining the series for the eighth time to help out with the contest's building needs and renovation advice, while Domain will be giving away $10,000 to the winning couple of the weekly room reveals.
Nine group sales and marketing director Peter Wiltshire said: “The Block delivers one of the most connected multi-platform sponsorship opportunities for brands. Last season, 1.4 million viewers tuned into each episode, with the 'Winner Announced' episode attracting 2.9 million viewers.”
“In addition, 9Jumpin delivered over 50 million page views and 3.5 million streams across the series. Audiences of that size, scale and demographic richness are invaluable to advertisers and hard to replicate.”
Suzuki is partnering again with the show by helping contestants navigate around the block. It will also be giving one viewer the chance to win a Suzuki Vitara by voting on who will be the ultimate winner.
Vitamin company Swisse has also signed on to give a home viewer the chance to win a $50,000 home renovation with the stars of the show. Meanwhile, Plush Furniture is activating at a local level in Sydney and Melbourne and Auto Masters a local sponsor in the West Australian market.
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