traction. issue #22

NINE REVEALS 2021 PROGRAMMING AND ADOBE PARTNERSHIP AT UPFRONTS

Nine became the first network to share its programming line up for 2021, which was dominated by new and returning Reality TV shows. The pandemic-induced advertising downturn and temporary suspension of the local content quotas have not impacted the Nine Network’s prime-time commissioning and acquisitions for 2021. These included the announcement of Alan Sugar as a new Celebrity Apprentice boss, Sophie Monk hosting Beauty & the Geek, and Jo Frost to lead The Parent Jury. There is also a season of Celebrity IOU Australia and a new renovation show Beach House Australia. Kate Jenkinson & Sigrid Thornton star in Amazing Grace, a new drama based in a maternity wing of a hospital. Other returning shows include Doctor Doctorand tried and tested formats Married at First Sight, The Block, Lego Masters, and Australian Ninja Warrior.

In addition, Nine, in partnership with Adobe, has launched Audience Match, a custom destination designed to give marketers the ability to activate people-based audiences across all of Nine’s properties. Nine’s chief sales officer, Michael Stephenson, said the Adobe partnership made Nine an incomparable power in the industry.

“Audience Match will help facilitate people-based marketing across Nine, leveraging our signed-in audience of 13M Australians and seamlessly bring together the power of premium content and people-based data to create personalised customer experiences,” said Stephenson. “This partnership gives Australian marketers a unique alternative to both traditional media players and new digital platforms in terms of bringing a quality content environment together with data at scale.”Also unveiled at Nine 2021 Upfront presentation, the State of Originality, an open challenge to brands, marketers, and creative agencies to help the NRL’s State of Origin claim the title as Australia’s Super Bowl by creating unmissable big-brand moments during the commercial breaks. The State of Originality will award $1 million in advertising inventory across Nine’s television, radio, digital, and print assets to the commercial judged as best on ground in the live telecast by an esteemed panel. To be deemed eligible to enter, advertising must be booked within the three-game period of State of Origin in 2021.

Q&A WITH THE MEDIA STORE’S PAUL WILKINSON ON THE NINE UPFRONTS OFFERING

What’s the most exciting thing to come from the presentation?

There were a few things that piqued my interest –but no doubt the 2 most exciting announcements were Powered Enterprise and the Adobe partnership (I also really liked that they are bringing Galaxy to the Audio platforms as well as TV).

Enterprise for me has the potential to move the market, and our publisher partnerships, to a place that is well beyond simple base CPM’s and to real business outcomes, which is something we have spoken about for a number of years but rarely had a proof point –

I think this announcement puts a stake in the ground and I’d be surprised if others didn’t follow suit in some form. Now, that’s not to say that as an industry we will not maintain a focus on efficiencies, that will naturally always play a role, but I think it’s vital to re-enforce that media, advertising and communications that hinders more than helps this industry, so Enterprise is very much welcomed and I am keen to understand more of the detail.

The Adobe partnership puts Nine further ahead in the data space –no doubt about that. Nine have built an impressive network, the biggest in the country, so the ability for us to be able to directly harness the scale and breadth of Nine’s audience helps drive true addressability and in today’s environment our role is ever more about minimising wastage and providing the biggest bang for our clients. Will it match Google & Facebook? That I can’t say, but I have no doubt they will both be watching Nine closely.

Was there anything you hoped to see but didn’t?

To be honest, I would have liked to see some more innovative new programming content –I do feel that whilst there is new content, it plays it safe. That was the same last year, but to an extent that was to be expected, they had created a winning slate and didn’t necessarily need to push the boundaries –this year in my view would have been the time to take a few risks and keep the format fresh -but I can’t point to one new show that does that.

What was your overall impression?

It was as I expected it to be: slick, well-produced, to the point.I think the format is likely to be the new normal of upfronts….I’m ok with that, just a shame there is no space for a roller coaster in my home office (a reference to last year’s carnival-themed Upfronts where Nine installed a roller coaster).

How do you think the network has performed in 2020?

The numbers speak for themselves in terms of their overall commercial performance and you can’t take that away from them, they have done well in that regard. But I think the bigger focus for Nine had to be how they performed operationally within the market –they have built a huge network, so it was vital they connect the various parts of their network in a seamless manner, so we as agencies can engage with them as easily as possible. I feel they have made some great headway in this area, but there is still work to do to truly break down the individual silos which are still evident –but this was always going to take time given their size. Overall they have done well and I think the market will recognise that.

How did you think the network fared in the virtual context -did you feel like you missed out on anything versus what a face to face upfronts offers?

Nine did well, it was the right amount of content to get the info required and not lose interest …. but Upfronts are about more than just a presentation –they are a time of year when we gather together as an industry, we catch up with new and old colleagues and we build and strengthen relationships. You simply can’t do that in the virtual environment.

Paul Wilkinson is Head of Investment at The Media Store

CONSUMER CONFIDENCE UP BY 1.3 POINTS AS NEW COVID CASES DECLINE

ANZ-Roy Morgan Consumer Confidence increased 1.3pts to 92.4 last weekend and is now 16.9pts lower than a year ago on the comparable weekend last year and 1.3pts below the 2020 weekly average of 93.7. Consumer Confidence was up strongly in Perth to 103.8 and Brisbane to 96.5, but fell in Melbourne to only 85.8 after Stage 4 lockdown restrictions were extended until the end of September. Driving this week’s increase was more Australians saying now is a ‘good time to buy’ major household items.

ANZ head of Australian Economics, David Plank said “Confidence was weaker in Melbourne, dropping more than 5% from the prior week. This suggests the announcement of the long path out of lockdown restrictions negatively impacted sentiment. Confidence was also weaker in Sydney, dropping more than 3% from the previous week. Confidence was higher across regional Victoria and is now back above the neutral level of 100 in Perth. Across the sub-indices, the ‘time to buy a major household item’ index is above the neutral level of 100 for the first time since end of June.

Source: ANZ/Roy Morgan

COMMBANK CONSUMER SPENDING INTENTIONS HIT 11 WEEK HIGH

According to Commonwealth Bank, card spending in the week to September 11 was up 4.7 per cent on a year ago, compared to a 5.2 per cent lift for the week ended September 4. Online spending rose 17.4 per cent on a year ago (previous week: +21.9 per cent), but in-store spending was down 0.6 per cent (previous week: -2.1 per cent). Victorian card spending fell by 11.3 per cent on a year ago (previous week: -10.3 per cent), but Tasmanian spending was up 16.4 per cent (previous week: +18.2 per cent) compared to a year ago.

According to CBA Group economists, “The improvement seen during July in Home Buying, Retail, Travel, Entertainment, and Education spending intentions all stalled in August. Health and Fitness spending intentions picked up in August, while Motor vehicle spending intentions continued to edge higher. Motor vehicle spending intentions are back in positive territory for the first time since the start of the Covid-19 pandemic.”

Source: CBA

SEVEN REFUSES TO PAY FULL PRICE TO BROADCAST SUMMER OF CRICKET

Seven West Media has refused to pay full price for its broadcast rights with Cricket Australia (CA), making a reduced payment which is less than the $25m which was due as a first installment. Foxtel is yet to reveal its cards publicly but is also believed to be adopting a similar approach to Seven in its pursuit of a discount from CA.

Seven and Foxtel both remain frustrated at CA’s inability to deliver a final schedule for 2020-21.CA is waiting on state-government clearances before releasing its updated fixtures list.

Seven has guaranteed it will still broadcast cricket while the dispute rumbles on, starting with the season-opening women’s trans-Tasman Twenty20 on September 26. “Seven has paid the first installment reflecting our assessment of fair value,” Seven CEO James Warburton said in a statement: Seven is unlikely to make future payments, which indicates a legal stoush is looming unless the feuding parties reconcile their significant differences soon.

10 ALL ACCESS TO REBRAND AS PARAMOUNT + FROM NEXT YEAR

10’s parent company ViacomCBS will rebrand its subscription video-on-demand platform, CBS All Access, to Paramount+, which will see 10 All Access rebranded under the name next year.

ViacomCBS will also create three new original series for Paramount+ in Australia, including a spy drama Lioness, marking the first original for Paramount Television on the service. This programming will join 10 All Access’ current library of more than 10,000 episodes and movies from CBS, CW, and Network 10, as well as original series such as The Good Fight and The Twilight Zone.

TOP 10 METRO TELEVISION PROGRAMS (TOTAL PEOPLE, 7 DAYS TO SEPTEMBER 17th)

Ranking

Program

Network

Projection

1

THE MASKED SINGER AUSTRALIA –

THE FINAL REVEAL

Network 10

1,190,530

2

SEVEN NEWS – SUN

Network 7

1,131,974

3

SEVEN NEWS

Network 7

1,024,455

4

NINE NEWS SUNDAY

Network 9

1,012,755

5

THE MASKED SINGER AUSTRALIA –

GRAND FINALE

Network 10

1,000,046

6

NINE NEWS

Network 9

978,437

7

THE BLOCK -SUN -ROOM WINNER

Network 9

977,791

8

SEVEN NEWS AT 6.30

Network 7

967,749

9

NINE NEWS 6:30

Network 9

959,833

10

THE BLOCK -SUN

Network 9

959,814

Source: Oztam

CHART OF THE WEEK: AUSTRALIA’S COVID CONCERNS SECOND ONLY TO JAPAN

Source: IPSOS

ORACLE CONFIRMS IT WILL PARTNER WITH TIKTOK AFTER MICROSOFT BID FAILS

The tech company, Oracle, confirmed this week that it will partner with TikTokas the company works to head off a ban by the Trump administration.

The app has been caught in a geopolitical standoff, with the Trump administration accusing it of spying on Americans and Chinese officials attacking US protectionism. Oracle confirmed in a statement that it is part of the proposal submitted by ByteDance, TikTok’s Chinese parent company, to the treasury department in which it will serve as the “trusted technology provider”.

TRUE CRIME DRAMA “THE NIGHT DRIVER ” RETAINS #1 IN AUSTRALIAN PODCAST CHARTS

Source: ITunes

Tweet of the week:
Kim Kardashian West is one of several high profile names who has pledged to boycott Facebook’s two social media sites for one day to draw attention to what they say is a failure on Facebook’s part to adequately address hate speech posted on the platforms.

FACEBOOK ANNOUNCES NEW VR HEADSET AND CUTS PRICE TO BOOST SALES

Facebook has unveiled its second-generation Oculus Quest virtual reality headset, promising higher-quality visuals at a significantly lower price than many had predicted. It also revealed two blockbuster franchises -Assassin’s Creed and Splinter Cell -were being developed for the platform. Early reviews show the new headset to be serious competition to both Sony’s PlayStation and Microsoft’s XBOX –the former announcing this week that Nov 12 will be the date when the much anticipated PlayStation 5 will launch in Australia. Oculus also announced a change to its login policy. Starting this year, everyone on Oculus will have to have a Facebook account in order to use their device which is not surprising since the company was purchased by Facebook in 2014.

GOOGLE TREND OF THE WEEK :APPLE ANNOUNCES NEW FEATURES IN IOS 14 LAUNCH

 

 

 

 

 

 

Source: Google

THE LONG READ: THE SUBTLE WAYS THAT “CLICKTIVISM” SHAPES THE WORLD

“Evidence collected over the last decade suggests that clicktivism, in the aggregate, can be very effective in spreading little-known ideas and publicising non-mainstream notions. While one tweet or post won’t change the world, thousands of them can disseminate beliefs that will.”

https://www.bbc.com/future/article/20200915-the-subtle-ways-that-clicktivism-shapes-the-world

 

GOOGLE AND COMMERCIAL RADIO AUSTRALIA PARTNER TO GROW NEST OFFERING

Google Australia has partnered with radio industry body Commercial Radio Australia (CRA) to integrate the official aggregator radio app RadioAppinto Google Nest devices.

As a result of the deal, more than 350 Australian AM, FM and DAB+ digital radio stations, including all commercial radio, ABC and SBS stations, are available via voice command on Google Nest speakers and displays.

“We have been working hard in partnership with Google locally and globally for the past 18 months to ensure that all commercial radio stations and DAB+ digital stations are easily available on Google Nest speakers and displays,” says CRA CEO Joan Warner.

“There is great value for radio audiences in being able to enjoy their favourite local radio station on these devices using a simple voice request”.

 

 

 

Quote of the week

“I have a vision of the world as a global village, a world without boundaries.”

Christa McAuliffe, one of seven crew members who were killed in the Space Shuttle Challenger disaster which is now the subject of a new documentary on Netflix. You can watch the series here.