Nine has named the major sponsors for the 16th season of Australia’s most successful renovation program, The Block, as major brands look to capitalise on the unique TV franchise and its loyal fanbase.
The 2020 season of The Block will see Ford and Catch.com.au join the show for the first time as major partners while Aldi, hipages, Lite n’ Easy, Mitre 10, Suncorp, McCafé, Domain, BlueScope and the a2 Milk Company have all renewed their exclusive partnerships following the success of previous seasons.
“We are thrilled to welcome back these major returning brands for our 2020 season, but we are equally excited to have new brands come on board for the journey. The show consistently delivers results for our clients and that is why we continue to see them returning year after year,” said Nine’s Director of Powered, Liana Dubois.
Dubois noted the research conducted by fiftyfive5 on The Block’s audience that highlighted how the show had created its own unique fandom, built around interest in renovation/home improvement which major partners were tapping into.
“Our research shows that the brands who integrate into The Block are reaching an audience which is not only highly engaged but dedicated, keen to participate, and willing to invest in bringing their home improvement passion to life.
“It is clear that fans of The Block will spend hundreds if not thousands of dollars on that passion – making them a lucrative group for marketers to cultivate.”
New research recently delivered at Powered by Nine’s Big Ideas Store looked at “E-fan-gelism”, the study of fandom in Australian culture. The research found that 24 per cent of Australians are fans of something, and the core value drawing fans to The Block is a drive to “discover new ways to see and do things”.
As the Big Ideas Store showed, fans of the show associate it with deep knowledge, creative thinking and learning something new. The research also found that The Block offers escapism and entertainment, while enabling fans to replicate parts of the show that they love.
Liana Dubois said: “Our deep-dive research on fans associated with The Block truly attests to the power of the show. It not only has the influence to entertain and engage, it also has the ability to deliver effective advertising solutions that grow brands and sales.”
The 2020 season returned on Sunday night as the No. 1 entertainment show across the 5 City demographic with a national average audience of 1.235m (Metro: 947,000 Reg: 288,000).
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