Nine Upfront – A company-wide strategy with total TV, radio and publishing


Nine Entertainment showcased global corporate strategy and advertising opportunities across television, radio and publishing at its 2023 Upfront, the first to be held in person since the pandemic began.

The media group announced to an audience of media and brand buyers at Sydney’s Luna Park a series of upgrades to its core media assets.

Nine Now is a key part of the total TV audience, with live streaming and a “start over” option in HD, with the simplicity of broadcast TV combined with the high technology and interactivity of digital streaming.

The media group is also enhancing advertising opportunities with video and rich media on its downloadable editions of The Sydney Morning Herald and The Age.

So too is premium financial news Australian Financial Review becoming a cross-platform super brand across print, digital, podcasts, summits and extended listings.

Nine has also launched an addressable data targeting capability across its digital radio assets.

“Our business is aligned with Total TV, Total Audio and Total Publishing,” Sales Director Michael Stephenson said in a briefing.

“The suite of assets we have is so large and so different from everyone else’s.”

Stephenson’s big pitch to brands and media agencies: “In times of economic change, there are huge opportunities for everyone. But it will never be more important to choose a media partner who can help you grow your business.

“We should be everyone’s primary media partner. Everyone has a choice to make for next year, because there will be opportunities for those who are ready to take it.

“If you have TV, digital publishing and radio content, data and technology, and you’re really big and recognized as the leader, then I think we’re a really good partner.”

He says when advertisers think of television, they see Nine and Nine Now.

However, he says all parts of the Nine business have contributed to the media company’s annual results.

Nine Entertainment announced a 15% increase to $2.688 billion in full-year revenue, supported by a “resilient” advertising market. Net income after tax rose 35% to $373.5 million for the 12 months ending June.

Broadcast revenue (Nine Network, 9Now, Nine Radio) increased 10% to $1.372 billion.

Stephenson: “When you think about total TV, we’re absolutely leading the way in a linear sense. But that’s only part of the story. That’s how it works with 9Now.

“The launch of VOZ (Total TV Measurement) in early 2023 is really a driving force behind how these things come together.

“And with Stan, from a subscription perspective, we continue to invest in local Australian content to create local stories.

“It’s the main driver of our subscription growth alongside sports.

“So those three things combined work.

“We are strong – stronger individually, better together. So these things work on their own. But as a company, they work very well together.

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