Nine has named the major sponsors for the 16th season of The Block, as major brands look to capitalise on the unique TV franchise and its loyal fanbase.
The 2020 season of The Block will see Ford and Catch.com.au join the show for the first time as major partners while Aldi, hipages, Lite n’ Easy, Mitre 10, Suncorp, McCafé, Domain, BlueScope and the a2 Milk Company have all renewed their exclusive partnerships following the success of previous seasons.
“We are thrilled to welcome back these major returning brands for our 2020 season, but we are equally excited to have new brands come on board for the journey. The show consistently delivers results for our clients and that is why we continue to see them returning year after year,” said Nine’s Director of Powered, Liana Dubois.
Dubois noted the research conducted by fiftyfive5 on The Block’s audience that highlighted how the show had created its own unique fandom, built around interest in renovation/home improvement which major partners were tapping into.
“Our research shows that the brands who integrate into The Block are reaching an audience which is not only highly engaged but dedicated, keen to participate, and willing to invest in bringing their home improvement passion to life.
“It is clear that fans of The Block will spend hundreds if not thousands of dollars on that passion – making them a lucrative group for marketers to cultivate.”
The major partnerships for 2020 include:
• Aldi, another major brand coming back on board this year to feature as a broadcast media partner. Aldi. Good. Different.
• BlueScope, who will showcase a range of COLORBOND steel colours in a stunning matt finish and the inner strength of house frames made from TRUECORE steel.
• Catch.com.au, putting a fun spin on delivering anything and everything to the Blockheads throughout the series.
• Domain, which will own key property moments in the program to educate Blockheads and viewers on important real estate milestones.
• Ford Australia, joining The Block as the official automotive partner this season. Showcasing a portfolio of vehicles including the Ford Everest SUV, Ford Ranger pick-up and Transit Custom
• Hipages in their second year, connecting Blockheads with trusted tradies through their online platform.
• Lite n’ Easy, who will again be fuelling the Blockheads, ensuring they have healthy, nutritious, delicious meals and snacks to get them through the mammoth renovation.
• McCafé, returning to keep the Blockheads on the go with an onsite barista-operated caravan and McDelivery services.
• Mitre 10, The Block’s longest serving partner, who will not only be providing building materials and hardware but “Mighty Helpful” service and advice to contestants every step of the way.
• Suncorp, there to assist the Blockheads more than ever with their budgets and supporting game-changing ideas.
• The a2 Milk Company, inspiring Blockheads to be at their best with deliveries of delicious a2 Milk throughout the series, and giving much needed support to them and their loved ones on the journey.
New research recently delivered at Powered by Nine’s Big Ideas Store looked at “E-fan-gelism”, the study of fandom in Australian culture. The research found that 24 per cent of Australians are fans of something, and the core value drawing fans to The Block is a drive to “discover new ways to see and do things”.
As the Big Ideas Store showed, fans of the show associate it with deep knowledge, creative thinking and learning something new. The research also found that The Block offers escapism and entertainment, while enabling fans to replicate parts of the show that they love.
Liana Dubois said: “Our deep-dive research on fans associated with The Block truly attests to the power of the show. It not only has the influence to entertain and engage, it also has the ability to deliver effective advertising solutions that grow brands and sales.”
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Top photo: George and Sarah having a coffee from McCafé