Upfronts: Nine offers four brands the chance to 'own every moment' in 2020

Josh McDonnell
By Josh McDonnell | 16 October 2019

Nine has launched its Australia 2020 initiative, which will allow four brand partners to own all of Nine’s biggest events on television next year.

The initiative will give the four brands involved in Australia 2020 the opportunity to own every moment of the Australian Open, Married at First Sight, The Voice, Australian Ninja Warrior, Lego Masters, State of Origin, the ICC Twenty20 World Cup, The Block and Love Island Australia.

Nine chief sales officer Michael Stephenson explains that this will involve dedicated brand and product integration throughout the year, created in partnership with brands through its Nine Powered offering.

The offering will have some restrictions on verticals to ensure that there is a fair spread across the likes of retail, FMCG, property, travel and food.

The initiative will also allow for flexibility for those brands that may not feel aligned with certain programs throughout the year.

“Australia 2020 is about giving four partners the ability to own every major format, every week of the year, on every screen, every event live in prime time and every event in the perfect time zone," Stephenson says.

“It simply doesn’t get any better. This is not 16 days of activity, this is 52 weeks of prime-time audiences and big ideas in all of Australia’s biggest shows, underpinned by a proven schedule that marketers and agencies know works.”

Nine also confirmed that for the period of the Tokyo 2020 Olympics, it would make its primary channel prime-time inventory available in 9Galaxy, its automated buying technology.

This move gives certainty to advertisers throughout the Olympics by guaranteeing the delivery of audience through Nine’s leading technology.

"We will compete through the Olympic period but it should be noted that The Games are a huge event and we are fully aware of that but for the other 349 days we will dominate just like we did this year," Stephenson says.

"But for those not buying The Olympics, a viable alternative will be Nine because you will get 100% of what you bought through Galaxy and guarantee that.

"The interesting this is that all of the content is in different life stages, which makes this proposition interesting because you have a proven performer like The Block with the new kid on the network, Lego Masters."

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