Ten hits brand sweet-spot; sponsors join The Bachelor love train

Daisy Doctor
By Daisy Doctor | 24 July 2017
Matty J

Channel Ten show The Bachelor has again struck a sweet spot with sponsors.

Bachelor Matty J, a Bondi marketing exec, returns to the TV screen this Wednesday and Thursday and the network has snared a batch of returning and new advertisers.

Back onboard the sponsorship love train is Wrigley's Extra and Rest Super, however this year sees new brands Harvey Norman and Hyundai joining the line-up.

U By Kotex, MenuLog and Lindt have not returned this season. Is Lindt stil coasting off success from the infamous chocolate bath in the last season?

Channel Ten's V8 Supercars also appears to be getting a boost from cross-promotion, with contestant Stacey donning a “Miss V8 Supercars: Miss Personality 2015” sash in the photoshoot.

Channel Ten has also commissioned exclusive online content it can leverage across digital and social to “further excite and engage fans online,” says Ten's director of revenue and client partnerships Rod Prosser.

The exclusive content is a new online show featuring comedians Dan Debuf, Tanya Hennessy and Brianna Williams (below right) who will unpack and digest each episode of The Bachelor.

The episodes will be posted on The Bachelor Facebook show after the main show broadcast, and will run twice a week for four minutes each.

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Prosser says: “The Bachelor Australia is a pop culture sensation that gives our commercial partners innovative and powerful activations to captivate viewers across all platforms.”

MCN content and brand partnerships director Tania Jones says this year's brands will work closely with Ten and MCN to create integrated, multi-screen campaigns that will extend the appeal of the show's content.

A gain in sponsorship yield and strong demand from advertisers could be contributing to a 540% increase in organic reach on Facebook Ten claims, with Prosser saying the anticipation for the season on social media has reached “fever pitch”.

“Matty J won over audiences on The Bachelorette Australia last year and we look forward to the show again dominating social media and water cooler conversations whenever it is on air,” Prosser says.

Adland is taking the stage this season, as Matty won't be the only marketing exec on the show.

Three of the bachelorettes also work in the industry, as Western Australian bachie Elise is a marketing exec, Jennifer, from NSW is a marketing manager and Victorian-born Florence works as brand manger.

Ten revealed the final line up of contestants over the weekend, but has already received backlash on social media for casting predominantly white bachelorettes 

https://twitter.com/Properliberal/status/888985400341020672

https://twitter.com/caitlinjinks/status/888944286368059396

https://twitter.com/troutish/status/888930411979526144

https://twitter.com/benpobjie/status/886887577701109760

Ten has not made a comment on the criticism.

The show launches on Ten on Wednesday. 

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