Nine wined and dined media buyers and advertisers on Thursday, showing off the best of what’s to come at the network in 2025.
The network’s executives, such as Liana DuBois, Nick Young, and Michael Stephenson, took to the stage to highlight the new and returning programming, innovations in measurement and an industry-forward project.
Stephenson told Mediaweek that over the last two years, $600m of advertising bought by media buyers has been moved out of the total television ecosystem and reallocated to performance-based channels.
Michael Stephenson
He said he hopes media buyers “see the rationale for re-optimising back towards the top of the funnel to create demand generation, which flows all the way through and will fuel the long-term growth of the brands that they represent.
“Hopefully, what we (presented) is enough evidence that total television plays a critical role in full-funnel advertising and that they understand and appreciate the significance of us investing heavily into MMM modelling to independently prove the power of total television to deliver better business results for brands.”
Mediaweek caught up with media buyers who attended the event to get their thoughts on offerings and what piqued their interest.
Lorraine Woods
Lorraine Woods, chief investment and trading director at Atomic 212°, called Nine’s advancements in tech and data “leading and exciting” and noted the partnership expansion with Adgile and DataCo. and enhancements of 9tribes “only strengthen an already impressive data stack.”
She told Mediaweek that Nine has addressed the balance and scrutiny of campaign effectiveness with measurement and attribution by creating “sophisticated data-led solutions for us to identify and reach our target audiences more effectively, but also allowing us to measure and optimise campaigns based on real results.”
“Their collaborative approach with MMM is particularly intriguing. It shows that Nine is truly committed to proving the effectiveness of their total TV product, willing to put skin in the game and invest in partnerships that provide measurable outcomes and hold Nine accountable. We will be very interested in working with them on this.”
Woods highlighted advertising on Stan Sport as a “smart move” by the network to reclaim some revenue growing on streaming platforms.
Woods also noted the launch of 9Galaxy+ as “really progressive and exciting”. She said: “The ability to manage campaigns and audiences across platforms and devices will be a game-changer. This, combined with the efficiencies 9Galaxy+ promises, will undoubtedly improve campaign performance and ROI.”
On the programming, Woods said the network showcased a significant suite of sports, including the Melbourne Cup, tennis majors and the British & Irish Lions rugby tour.
For general entertainment, she noted Nine’s focus on owning the early evening with new trivia show, The Floor, and a dating show, The Golden Bachelor.
Meanwhile, Woods said the launch of the Good Food app “will likely be well-received, offering exciting opportunities for brands in the food and lifestyle sectors to engage with a highly targeted audience.”
Chris Nolan
Chris Nolan, founder and CEO of Principle Media Group, said Stephenson’s offer to partner with Nine to prove the return on investment of Total TV was “well received in the room.”
He called the introduction of sport into Stan an interesting move for Nine and offers a “premium viewing experience and ultimately the ability to trade across Nine assets”. However, he noted that it will depend on what sports inventory is made accessible as to its appeal for marketers.
“The ability to connect real-time audiences to sales data is something that we have seen in other offerings; for some marketers, this connectivity to purchase data will provide another entry point into understanding video influence on outcomes.
“In addition, good to see they are introducing connectors in addition to the Adobe CDP which will no doubt open up that opportunity,” Nolan added.
Marco Norder
Marco Norder, group investment director – OMD Melbourne, said that Nine’s presentation aimed to deliver its long-standing pitch to the market – “that shifting ad spend from bottom of the funnel back to the top will result in driving better business outcomes for advertisers.”
He called Nine’s $30m commitment to the MMM project with reputable partners as a “brave move” to prove the power of TV and its ability to impact and drive positive business outcomes.
“This is a market-leading approach and a step in the right direction in attempting to break the trend of ad spend shifting towards performance-led channels and an initiative that is likely to benefit everyone, including broadcast competitors, with its ability to deliver proof points to benefit the collective total TV landscape.”
Norder added that for brand-conscious marketers, the project is an additional data-backed proof point that demonstrates total TV is still a powerful tool to deliver business outcomes. For advertisers, he said that the project, along with VOZ, provides the full view of consumption.
Nine’s new content for 2025
For Norder, the presentation was an insight into Nine’s medium to long-term focus, which he noted skewed strongly to digital and data activation capabilities with enhancements of previously announced products and less focus on content compared to previous years.
“A likely attempt at positioning the network as a market leader as the industry navigates its way through the new era of Total TV and the push towards converged trading models.”
Norder said the Stan Sports ad model was a “long-anticipated move” for Nine’s total video ecosystem, but what is yet to be seen is how the ad tier model will be managed with existing customers and how the potential CX conflict of ad revenue against user experience will be managed over a longer term.
Jonatan Morales
Orange Line senior strategy director Jonatan Morales highlighted Nine’s “surprising 9% growth in broadcast TV audiences, bucking trends of TV decline,” which CMO Liana Dubois credited to the network’s strong content offerings across news, sports, and reality TV.
Morales said he was surprised that Millennials now represent 34% of Nine’s audience, followed by Gen X and Gen Z. He noted that Suzie Cadwell, Nine’s chief data officer, reiterated how its database of over 22 million registered users gives advertisers reach to targeted segments across platforms.
Morales noted the new Nine Ad Manager announcement seems to fall short in comparison to the rapid advancements in the programmatic industry.
“As programmatic evolves with greater automation, data-driven targeting, and omnichannel strategies, Nine’s updates, though important, may struggle to compete with the flexibility and precision offered by larger programmatic platforms,” he said.
Suzie Cardwell
Morales noted that “the elephant in the room” was the recent independent review into Nine’s workplace culture. He said it “was only briefly acknowledged in what seems to be a crucial missed opportunity.”
“While they’re doing a lot to retain advertising budgets, failing to tackle these concerns directly could erode confidence with media partners and advertisers—the very people investing in their platforms.
“Without a clear plan to resolve these systemic issues, Nine risks a damaged reputation despite its efforts to compete with streaming platforms and performance channels,” he added.
For Morales, the event offered valuable insights into what’s coming in 2025, including renewed confidence in TV advertising and the upcoming mix-model attribution analysis.
Stefan Boden
Stefan Boden, marketplace group director at EssenceMediacom, said Nine’s presentation articulated its offering as well as its scale and diverse portfolio of brands that advertisers and agencies could align with to achieve “Better Business Results”.
Boden said that Nine aims to be seen as a growth partner with the introduction of the AVOD platform, and 9Predict used to forecast on 9Now as changes that will breakthrough for the industry and clients.
“This aligns strategically with EssenceMediacom’s proposition which is to deliver breakthrough solutions that reach precise and distinctive high-value audiences (HVAs), providing a commercial advantage to advertisers.”
From a content perspective, Boden said Nine offers consistency, reliability, and trust with proven sporting codes (NRL, SOO, AO) and general entertainment programs (MAFS, The Block).
MAFS
Boden highlighted advertising on Stan in 2025 as a “standout announcement” and a “logical move.” He added that it will be the first time advertisers can plan and execute a single campaign across Nine’s entire television platform.
“While a good development, I feel they could have launched earlier, as the AVOD space is now a cluttered and saturated market.
“Ultimately, I don’t think there is enough room for Prime Video, Netflix, Paramount+, BVOD, CTV, YouTube and more in 2025, so there will be consolidation and stunted growth unless streamers can provide consumers with a very compelling offering.
“TV and total TV are still important (the ability to grow reach quickly and attention metrics), but its position has diminished. Clawing back part of the $600m is going to be some task as the horse has bolted. Nine’s measurement offering is interesting and will be compelling for some, although won’t address the total picture outside of Nine’s ecosystem.”
Boden said the introduction of Nine’s prime-time television inventory into the 9Galaxy platform will ensure 100% guaranteed campaign delivery with no shortfalls or makegoods.
“This allows Nine to introduce converged trading across all television platforms. Testing this opportunity against its competitive set will be intriguing to analyse.”
Boden highlighted Nine’s wide and diverse range of touchpoints, including new additions such as the Good Food app. He also noted Nine’s new data stack, particularly the DataCo partnership, as well-received and allows for creating rich consumer profiles, which Boden said “is very compelling given the scale of their ad supply.”
Boden concluded: “Overall, it was a strong presentation that hit the right notes, leaving agencies and advertisers eager to delve into the details of the announcements and explore how they can leverage these opportunities to break through and engage HVAs at scale.”
Sarah Thom
Sarah Thom, general manager of Nunn Media, said the network has cemented itself as a “formidable force” with its strengths in content, data, and technology, underpinned by innovative products and programming.
“While this year’s presentation lacked some of the glitz and star power seen in the past, the message was unmistakable: Nine is laser-focused on delivering business outcomes.”
Thom highlighted the emphasis on data and technology with 9Galaxy+ and noted the $30m investment in an MMM project on effectiveness and ROI of its media channels as “widely welcomed by the industry.”
She said: “This strategic focus on accountability not only sends a strong message to advertisers but also represents a deliberate move to shift investment from lower-funnel tactics to emphasise the broader impact of brand-building initiatives.”
Kevin Fernandes
Kevin Fernandes, national head of partnerships and AdTech at Havas Media Network, told Mediaweek a key highlight from the Upfront was the power of Total TV, as Nine noted over $600 million was migrated from traditional TV to lower-funnel tactics, reflecting marketers’ demand for better return on investment (ROI).
“To address this shift, Nine announced a $30 million investment aimed at demonstrating the efficacy of Total TV,” a collaboration which will include MMM partners such as Mutinex, Analytic Partners, and Annalect.
“These initiatives are already in place for 14 Australian brands, underscoring the belief that investment in upper-funnel TV and long-term campaigns will yield greater benefits compared to a short-term focus.”
Nick Young
Fernandes also highlighted the new shows have all been crafted “to engage a unified audience of over 16 million” and “align with Nine’s commitment to innovation and personalised content delivery at scale.’
He also noted the incorporation of advertising in Stan’s sport content as a “strategic move” that enhances business outcomes for advertisers and expands reach within Nine’s ecosystem.
“All these initiatives and partnerships are exactly what brands and agencies are asking for. I’m excited to see how Nine continues to push boundaries, offering an end-to-end perspective on effectiveness and driving impactful outcomes for clients and partners alike,” he added.