The current spate of channels aimed at female audiences (News launching the latest player in the space on Monday) shows no sign of abating despite it, arguably, becoming an incredibly saturated space in Australian media
And according to Nine’s program director, Hamish Turner, it’s only going to become a noisier sapce as advertisers target the perception that it is, indeed, the females who make the decisions in the home, particularly when it comes to things like grocery buying.
“Females are typically the decision makers, particularly when it comes to families,” Turner said on the eve of the first birthday of Nine’s other female-centric multi-channel, 9Life.
“They’re the grocery buyers, they’re the ones we want to target with our FMCG clients and from an advertising perspective it makes complete sense that you’ve got that audience that makes those decisions in the household. They’ve got a lot of power, particularly those with families, and that’s the key point.”
Speaking to B&T, Turner said 9Life regularly pulled in over 100,000 metro viewers daily and specifically targeted a 18-54 female audience. He also believed it was the ideal foil to Nine’s newest and shiniest stab at the female market – Nine Honey.
“9Life allows advertisers to target a very specific audience and not get too much wastage. If you’re after women, you’re after women of a certain mindset, then 9Life is the perfect environment to get them.
“Yes, it’s a guilty pleasure channel, it’s a way for viewers to escape the grinds of everyday. It’s putting your feet up, having a glass of wine and forgetting the day without having to give too much over. It’s not meant to be taken too seriously, we’re not asking too much,” Turner said.
According to Turner, 9Life’s success comes from delivering – via its licensing arrangements with NBC and Scripps in the US – a “good, consistent flow of content coming through, you’re never up and down throughout the year.”
However, Turner admits the multi-channel’s not (well, not yet, anyway) a vehicle for local content, despite “local” and “Aussie” being the prime catchphrase of Nine’s Upfront’s earlier this month.
“Obviously the majority of our investment is on our primary channel and we are ramping up that investment,” Turner said.
“There is a lower cost point for acquisitions on the multi-channels, and it provides us with great volume and we can build some really interesting brands, and that’s the key takeout that we’ve been able to build a really strong brand with 9Life (from licensed content),” he said.
Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]
SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]
Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]