2021 THE UNMISSABLE SUMMER OF TENNIS - Nine for Brands
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2021 THE UNMISSABLE SUMMER OF TENNIS 2021 ON NINE'S WIDE WORLD OF SPORTS
Source: OzTAM & RegTAM, 01/02/2019 – 02/02/2020, P25-54, Nine, Overnight, 5 City Metro, Audience, 2020 AUSTRALIAN OPEN D8 -NIGHT .
Source: OzTAM & RegTAM, 01/02/2019 – 02/02/2020, P25-54, Nine, Overnight, 5 City Metro, Audience, 2020 AUSTRALIAN OPEN D8 -NIGHT .
Source: OzTAM Metro Total TV & Regional TAM Regional FTA +WA, 20/01/2020 – 02/02/2020, Various Demos, Nine + Nine Content Affiliates & 9GEM + GEM & 9GO! & GO!, Overnight, "AUSTRALIAN OPEN", 5 City Metro & Combined Agg. Mkts, Standard Cume Rch [1 min] and Standard Cume Rch by Day [1 min].
TOP 10 PROGRAMS OF 2020 – TOTAL PEOPLE
RANK PROGRAM CHANNEL METRO REGIONAL COMBINED
1 2020 AUSTRALIAN OPEN D8 - NIGHT 1,874,000 563,000 2,437,000
2 LEGO MASTERS – WINNER ANNOUNCED 1,692,000 541,000 2,234,000
3 MARRIED AT FIRST SIGHT - FINALE 1,562,000 494,000 2,056,000
4 2020 AUSTRALIAN OPEN D14 – MEN’S FINAL 1,531,000 500,000 2,031,000
5 LEGO MASTERS – LAUNCH 1,479,000 501,000 1,980,000
6 MARRIED AT FIRST SIGHT – THE FINAL DINNER PARTY 1,447,000 472,000 1,918,000
7 LEGO MASTERS - FINALE 1,432,000 452,000 1,884,000
8 LEGO MASTERS - SUN 1,365,000 442,000 1,806,000
9 LEGO MASTESR - MON 1,333,000 440,000 1,774,000
10 MARRIED AT FIRST SIGHT - LAUNCH 1,321,000 388,000 1,709,000
TOP 10 LIVE STREAMED PROGRAMS OF 2020 FREE-TO-AIR BVOD PLATFORM
SECONDARY BVOD VPM
RANK PROGRAM
DESCRIPTION PLATFORM RATING
1 2020 AUSTRALIAN OPEN D14 – MEN’S FINAL DAY 14 73,000
2 MARRIED AT FIRST SIGHT - FINALE EPISODE 36 – REUNION PART 2 62,000
3 2020 AUSTRALIAN OPEN D10 - LATE DAY 10 56,000
4 MARRIED AT FIRST SIGHT – THE FINAL DINNER PARTY EPISODE 35 – REUNION PART 1 55,000
5 MARRIED AT FIRST SIGHT - SUN EPISODE 29 48,000
6 MARRIED AT FIRST SIGHT - SUN EPISODE 33 47,000
7 MARRIED AT FIRST SIGHT - WED EPISODE 32 47,000
8 MARRIED AT FIRST SIGHT - MON EPISODE 30 47,000
9 2020 AUSTRALIAN OPEN D8 - NIGHT DAY 8 46,000
10 2020 AUSTRALIAN OPEN D11 - NIGHT DAY 11 45,000
Source: OzTAM VOD VPM, 1 January – 9 July 2020, Metric: Live VPM, Duration: 0+min
TENNIS ON NINE
REALISING EFFECTIVENESS
Mocks included for each
KIA LOGO UBER LOGO
ARNOTTS LOGO
CHEMIST WAREHOUSE
-
HIGHEST UNPROMPTED - SPONOSRHIP
Highest unprompted Sponsorship Brand awareness LOGO
Boosted consideration
SPONOSORSHIP AWARENESS MORE THAN - BRAND AWARENESS
sponsorship awareness
AWARENESS +56%
awareness more than
DOUBLED DURING +15% PTS +3% PTS
+56% doubled during the AOTHE +14% pts
- BOOSTED
- BOOSTED CONSIDERATION
+19%
AO +19% Boosted consideration Perception
CONSIDERATION +3%ofPTS
Boosted consideration -+8% PTS
BOOSTED convenience and quality
+4% PTS
+4% PTS Previous 4 week purchase
- PREVIOUS 4 WEEK CONSIDERATION +8% PTS +11% PTS
- PERCEPTION OF
almost doubled
PURCHASE ALMOST Improved perception
- KIA #1 CAR of great taste
NO.1 car BRAND
KiaMANUFACTURER +11% YOY
DOUBLED - IMPROVED PERCEPTION
CONVENIENCE AND
manufacturer brand +9% QUALITY +11% pts
SEEN ADVERTISED IN + 11% YOY OF GREAT TASTE +9%
seen advertised in
JANUARY
January
Source: Gemba 2020.
CANCELLED
POSTPONED
US OPEN
POSTPONED
THE YEAR GLOBAL
SPORT WAS TURNED
ON ITS HEAD
FANS UNITED $5M Raised Rally for relief
52%
ARE
SUPER FANS
obsessed with tennis and are not
afraid to shout about it
48%
GENERAL
FANS
who see tennis as an enjoyable
annual experience
Source: fiftyfive5 'Australian Open Deep Dive' 2020, base* nationally representative sample (n=465)$668
35% 31% Annual spend on fandom
pass down tennis as a structure their life to
family tradition maximise their tennis
passion
26%
3x 3x
consider tennis as an
annual event they
more likely to name their more likely to host an eagerly await
children after tennis stars event themselves
Source: fiftyfive5 'Australian Open Deep Dive' 2020, base* nationally representative sample (n=465)fans for whom Australian Open is their greatest fandom (n= 54).SUPER FAN OR FANS
THE INGREDIENTS TO
CONNECT REMAIN
THE SAMEEvery match, every court Exclusive digital rights and Investigative and award- Trusted voices and platforms
access to commentators winning independent journalism delivering live coverage,
Live and free on Nine's opinion and analysis
Wide World of Sports Bringing the emotion and Fueling curiosities and indulging
biggest storylines of the the passions of a premium
tournament, told through the and affluent audience
eyes of the expertsTENNIS ON NINE IN 2021
WIDE WORLD OF SPORTS
DAVIS CUP THE FAN EXPERIENCE STARTS FED CUP
1 JANUARY
BRISBANE ADELAIDE
ATP CUP HOBART
AUSTRALIAN
INTERNATIONAL
OPEN
INTERNATIONAL INTERNATIONAL
Over 500 hours 3 Channels Multiple Live StreamsSCENARIO 1 SCENARIO 3
Tournament as Broadcast only
per 2020
SCENARIO 2
Tournament with
limited crowdsSports reporters and presenters of the highest calibre hosting our coverage • James bracey • Bec maddern • Tony jones • Seb costello • Erin molan • Alicia loxley
Big ideas slides design to
re-think – base on MAFS
mocks images of
Roger
Novak
3D PLAYER AVATAR Serena
Ash barty
(forehand, backhand, serves, volleys)
Court 9 tech segment visual (kia 360 )
Integration reelCO MARKETING OPPORTUNITIES
EDM OUT OF HOME
FOOD DELIVERY ON GROUNDCREATE YOUR OWN PROVEN EFFECTIVE INNOVATION OF
BRAND SLAM PLATFORM COVERAGE IN A
COVID ERA
EXPERIENCED TALENT COMMITTED PASSIONATE ENTRY POINTS TO
TO BRING YOU ALL THE FANS WITH MONEY TO SUIT YOUR NEEDS
ACTION ON AND OFF SPEND
THE COURT
A SAFE AND PLANNED MOMENTUM….WITH THE BIG IDEAS WORTH
APPROACH DEMOS THAT MATTER REALISINGBROADCAST
GROWTH FOR ALL KEY DEMOS
YOY GROWTH FOR 52 OF OUR 53 TRADING DEMOS
CONSISTENT GROWTH YOY
THROUGHOUT 2020 TOURNAMENTS
Source: OzTAM Metro Total TV 20/01/2020 – 26/01/2020 v 27/01/2020 – 02/02/2020, Various Demos, Channel Nine, Overnight, 5 City Metro, Audience, “Australian Open”, excludes “Pre” & “Post”.Sports reporters and presenters of the highest calibre hosting our coverage • James bracey • Bec maddern • Tony jones • Seb costello • Erin molan • Alicia loxley
PLUS THE HEADLINES AS THEY HAPPEN
FROM AUSTRALIA'S MOST TRUSTED NEWS BRAND
• CAM WILLIAMS
• WARREN TREDEA (CHECK SPELLING)
• JOHNATHAN UPTON
• MATTHEW PAVLICH IMAGE OF CAM WILLIAMS AT AO DESK
DELIVERING 'AO UPDATE'
• CLINT STANAWAY
• JUSTINE CONWAYThe Tennis Hour for
Integrating brands and their stories TODAY saw an increase
to be part of the conversation in engagement in tennis
content, reaching over
1.8 million viewers on
Breaking news, agenda setting average each week and
interviews and the biggest names seeing nearly a 20% Year
on Year increase in
viewership
Showcasing the colour of the Festival
BRANDED OPPORTUNITIES
Tennis
Bespoke Tennis Spotting
Leader
Integration Trivia the Stars
BoardREACHING OVER
3.8 MILLION TENNIS FANS
50% 50% $110K+ 76% Prefer Larger Devices
of 9Now audience
MALE FEMALE AVERAGE HHI aged 18-54 years 74%
of all live minutes coming from
Computers and Connected TVs
Source: Nielsen Consumer and Media View, Metro 5 Way Fused S03 2020Unleash the power of the Nine Network by harnessing the potential of the entire
ecosystem and each platforms unique audiences.
Collectively across
9Now delivers an WWOS delivers an all platforms you
incremental audience to incremental audience can reach
linear TV of to 9Now of
Source: Nielsen Consumer and Media View, Metro 5 Way Fused S03 2020The leading video on demand WWOS captures the emotion and Extending reach beyond the Nine
platform. biggest storylines of the ecosystem, we leverage our social
tournament, using our digital rights channels to amplify our curated,
and exclusive access to longer-form quality highlights
commentators to tell the story of
the Australian Open through the focused on the big players and the
eyes of the experts. big stories.
This coverage will assume a uniquely
Australian tone, resonating with our
Aussie audience.
Selected
match Daily column
Livestreaming
highlights and led by one of
Bespoke
of every match Livestreaming Post-match
full match of every match our star content
replays commentator interviews
series
teams
Enhanced Social
live user Increased
reach across Short form exclusive
experience series with
optimised for platforms and highlight
seamless live renowned
content ad insertion series
discovery commentatorPUBLISHING
PUBLISHING
WHERE TENNIS FANS INVEST WITH CONTENT THEY TRUST
3.5M IMAGE – MASTHEAD WEBSITES WITH
readers TENNIS LANDING PAGES/ SPECIAL
every ARTICLE
IMAGE – MASTHEADS WITH TENNIS month E.G. https://www.smh.com.au/sport/
FRONT PAGE/ double page spreads/
tennis/sweet-spot-how-a-racquet-
back page
can-make-or-break-a-player-
20191231-p53nz0.html
Source: emma conducted by Ipsos MediaCT; People 14+ for the 12 months ending March 2020, Nielsen Content Ratings; Monthly Tagged,
Source: emma conducted by Ipsos MediaCT; People 14+ for the 12 months ending March 2020,March 2020;
Nielsen People
Content 14+.Monthly
Ratings; Includes: SMHMarch
Tagged, (print + Digital),
2020; The
People 14+. Age (Print
Includes: + Digital),
SMH (print AFR
+ Digital), The (Print + Digital),
Age (Print + Digital),Brisbanetimes, WAtoday,
AFR (Print + Digital), GoodFood
Brisbanetimes, WAtoday,
(NIM + AFR
GoodFood (NIM + Digital), Traveller, Good Weekend, Sunday Life, AFR Mag, Sophisticated Traveller, Digital), Traveller,
Boss and Good
AFR Luxury Mag. Weekend, Sunday Life, AFR Mag, Sophisticated Traveller, AFR Boss and AFR Luxury Mag.ENGAGE, ESCAPE AND UNWIND
Young print readers are twice as
likely as their older counterparts
IMAGES – The print reader is deeply engaged, high value, diverse, affluent
to read news for stress reduction
OLD AND YOUNG READERS
1.4X more likely for an escape or
mental refresh
83% of readers 35+ read news
print (‘all’ or ‘most of the time’) to
improve their understanding of
events and topics or stay on top
of what is going on
Source: Nine Publishing news reader segmentation study of SMH/The Age readers who already pay for news or are open to paying for news | Conducted May, 2019. N=593 print readers aged 18-34 years and n=860 print readers aged 35+THE CONNECTION PIECE
THROUGH THE FUNNEL
PASSIVE AWARENESS
The dwell time of print connects
upper funnel brand awareness to
lower funnel conversion.
Driving consideration for large
and small purchase decisions.
Print takes readers from basic
awareness of brands, products
and services through
consideration to purchase.
ACTIVE CONVERSIONRadio title slide
Summer of
Tennis Promotional Bespoke
WWOS Radio
Partnership on on-air opportunities
Partnership
Nine Radio giveawaysDRIVING ACTION AND SALES Source: Radio Alive, Colmar Brunton. Media Spend ROI Study
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