“Playing It Safe!” A Media Buyer Reviews Nine’s Upfronts

“Playing It Safe!” A Media Buyer Reviews Nine’s Upfronts
SHARE
THIS



Hot off the press! Here, The Media Store’s head of investment, Paul Wikinson, casts a keen industry eye over Nine’s upfronts from last night…

I’d say on the whole, Nine played it “safe”.  If the audience was expecting some big news stories, some may have walked away disappointed, but it’s hard to criticise given Nine have been purposefully, carefully and methodically building out their overall proposition for the last few years and we’re starting to see that hard work come to fruition.

They undoubtedly have the largest single network footprint in the country, and now with the Fairfax and Macquarie acquisitions, they command a holistic, multiplatform network that allows advertisers to tap into parts or all of, as is most relevant for their audience, campaign and budget.  Combined with the data capabilities they now have within their arsenal – which are arguably some of the strongest in market –  it’s an exceptionally strong proposition and I believe will help them deliver into 2020 and beyond.

No doubt along with the other investment folks in the room, Michael Stephenson’s closing piece was the part I was most interested in, and I was pleased (but not really surprised) that he took on the leadership position of announcing the single buying platform across the TV market. I am intrigued to see how (and when) that will play out given its been talked about for at least two years already, but it is absolutely necessary for the medium as a whole.

I was also pleased to hear that Galaxy will be available across the entire schedule over the Olympics period – ultimately I do believe this is how we will buy in the not unforeseeable future, so this is a welcome move. Also moving to a cost per completed view across Ninenow and BVOD is a welcome move and really highlights the confidence they have in their product.

From a Programming POV, there was nothing really surprising but they have landed a strong content schedule that resonates well with viewers and allows advertisers to integrate seamlessly, plus on the whole its well-balanced across both male and female audiences alike.

As I said, overall it was a safe plan into 2020 with no real surprises but they have worked hard to get to this point and they’ve landed on a strategy and model that works.

 

Please login with linkedin to comment

Nine upfronts 2020 Paul Wikinson

Latest News

Tinkerbell Is Putting Vegemite On Pizza
  • Marketing

Tinkerbell Is Putting Vegemite On Pizza

Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game
  • Campaigns

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game

Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]

NITV Appoints Peter Noble To General Manager
  • Media

NITV Appoints Peter Noble To General Manager

National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
  • Media

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR

Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator –  LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]

Sydney Headshots; Daniel Sommer Photography; Sydney Headshot Photographer; Daniel Sommer
  • Marketing

Cheetah Digital Announces Major CM Group Merger

CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]

Smart Accelerates CTV Growth Ambitions Via Publica Partnership
  • Advertising
  • Technology

Smart Accelerates CTV Growth Ambitions Via Publica Partnership

Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
  • Campaigns

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”

Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]

IPG Unveils “Remarkable” 15% Q3 Growth
  • Advertising
  • Media

IPG Unveils “Remarkable” 15% Q3 Growth

With COVID behind it and no gigantic meteors on the horizon, Interpublic predicting healthy growth into 2022.

by B&T Magazine

B&T Magazine
Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]