Nine has today revealed its brand offering for the Olympic and Paralympic Games.
Using a “world-first united media content ecosystem” brands will be able to reach 98 per cent of Australians in a campaign window stretching nearly 10 months, Nine said at today’s upfronts.
With a sales proposition stretching from January’s Winter Youth Olympic Games all the way to the Paralympic Games Closing Ceremony on September 8 followed by post-Games celebrations, Nine has specific content and opportunities that lets brands share their stories and help build excitement on the road to Paris that covers the length and breadth of Nine’s assets.
Utilising Nine’s 20 million signed-in users, Nine says brands can connect with audiences like never before.
Nine’s first-party data set has 68 different segments and nine games verticals, with today’s announcement coinciding with the launch of a brand new set of 9Tribes segments.
“The Olympics and Paralympics are no longer just a two week event for brands,” said Matthew Granger, Nine’s director of sales – Sport. “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.”
“We don’t use words like ‘global first’ or ‘unrivalled’ lightly – Nine is the only media company in the world with a suite of assets that covers every facet of mass media matched with an enviable first party data offering, and a long term vision for brands to make their Olympic journey a marathon.”
From documentary series showcasing the stories of athletes and sports, to special editions of Good Food, Traveller, 9Podcasts and WWOS radio, and extension opportunities across Domain, Drive and Pedestrian, there will be Olympic-themed programming running right through Nine’s television slate, with themed episodes of Australia’s favourite news and entertainment formats including Lego Masters, Married at First Sight, Tipping Point, The Hundred and Travel Guides.
The broadcast will feature two dedicated Olympic channels on Channel 9 and 9Gem filled with Olympic content 24 hours a day. 9Now will run 40 individual channels live and on-demand ensuring Australians do not miss a second of any event featuring an Australian, and will also feature an extensive curation of VOD highlights and full replays.
Nine’s Wide World of Sports will continue its proud history of innovation with a state-of-the-art studio located in the centre of Paris at the Trocadero with the Eiffel Tower as a backdrop. Using cutting edge broadcast technology, the studio will be complemented by Australian-first extended reality to make the space limitless allowing partner brand integrations to be more expansive, dynamic and all-encompassing.
Driven by powerful AI engines, extended reality will complement the iconic “real world” Eiffel Tower backdrop to offer viewers a visually enriched experience, while at the same time creating increased presence and value for brands through more captivating and dynamic studio executions and storytelling.
Additional cameras inside the main venues and within the Olympic Village will capture behind-the-scenes action and provide exclusive access to athletes and the Australian team.
With brands able to access premium integration within the medal tally, in-studio branding, multiview and splitview, as well as leveraging Nine’s assets for Home Page takeovers and radio Outside Broadcasts, brands will be able to have impact at scale. There will also be an Hour of Power from 7pm to 8pm during the 16 days of Olympic competition, delivering partners exclusive access to the first hour of live Olympic coverage.
And from August 28 Nine will bring Australia the most extensive coverage of a Paralympic Games ever. Live action and daily highlights shows will run across Nine’s assets including prominently on Channel 9, and on 9Gem with 9Now offering live and on-demand content.
Nine’s audio network, featuring 2GB, 3AW, 4BC, 6PR and 9Podcasts, will lead the conversation around daily key moments, and is the only place Australians will be able to listen to the Olympics live.
With live coverage running from 6pm to 5.30am with a special edition of Wide World of Sports featuring Ray Hadley calling his 7th Olympic Games, all the overnight action will be picked up with special Olympic editions of breakfast radio programs across the Nine radio network.
2GB’s Breakfast with Ben Fordham and 3AW Breakfast with Ross and Russ will broadcast live from Paris, and with 24/7 coverage on a dedicated Olympics DAB+ channel, a daily podcast featuring updates will be released at 6am each morning.
Nine’s stable ofmastheads – The Sydney Morning Herald, The Age, Brisbane Times, WAToday and The Australian Financial Review – will deliver insights and expert analysis from every angle, including a daily Olympic podcast, a 24-hour daily blog and newsletters.
With so many diverse opportunities for brand alignment, there will be special Olympic tie-ins with some of Australia’s most recognised news brands including Good Weekend, and a month-long celebration of Parisian fashion, food and travel from Good Food, Traveller, The Australian Financial Review Magazine and Fin magazine.
