Nine Australia has announced a “united media content ecosystem” allowing brands to reach 98% of Australians in a campaign window stretching nearly 10 months as the centrepiece of its 2024 Olympic and Paralympic Games marketing offering.
Encompassing its TV, radio, audio, online and print assets, the group is offering brands “a total media promotional campaign to build the excitement of the Olympics from January’s Winter Youth Olympic Games all the way to the Paralympic Games Closing Ceremony on September 8 followed by post-Games celebrations”.
According to Nine, the group has 20 million signed in users and a first party data set with 68 different segments and nine Games verticals, including a new set of 9Tribes segments.
“The Olympics and Paralympics are no longer just a two week event for brands,” said Matthew Granger, Nine’s Director of Sales – Sport. “The Games provide a year’s worth of activity where clients can lay out their marketing strategy with a clear vision and an objective to reach audiences and share stories to spread the Olympic spirit.”
“We don’t use words like ‘global first’ or ‘unrivalled’ lightly – Nine is the only media company in the world with a suite of assets that covers every facet of mass media matched with an enviable first party data offering, and a long term vision for brands to make their Olympic journey a marathon.”
The broadcast will feature two dedicated Olympic channels on Channel 9 and 9Gem filled with Olympic content 24 hours a day. 9Now will run 40 individual channels live and on-demand, and will also feature an extensive curation of VOD highlights and full replays.
Nine’s Wide World of Sports will operate from a state-of-the-art studio located in the centre of Paris at the Trocadero with the Eiffel Tower as a backdrop. The studio will be complemented by an AI-driven extended reality platform.
Additional cameras inside the main venues and within the Olympic Village will capture behind-the-scenes action and provide exclusive access to athletes and the Australian team.
Brands will be able to access premium integration within the medal tally, in-studio branding, multiview and splitview, as well as leveraging Nine’s assets for Home Page takeovers and radio Outside Broadcasts. There will also be an Hour of Power from 7pm to 8pm during the 16 days of Olympic competition, delivering partners exclusive access to the first hour of live Olympic coverage.
From August 28, 2024, Nine will bring Australia extensive coverage of the Paralympic Games. Live action and daily highlights shows will run across Nine’s assets including prominently on Channel 9, and on 9Gem with 9Now offering live and on-demand content.
Nine’s audio network, featuring 2GB, 3AW, 4BC, 6PR and 9Podcasts, will lead the conversation around daily key moments, and will live broadcasts. Live coverage will run from 6pm to 5.30am with a special edition of Wide World of Sports featuring Ray Hadley calling his 7th Olympic Games. Overnight action will be picked up with special Olympic editions of breakfast radio programs across the Nine radio network. 2GB’s Breakfast with Ben Fordham and 3AW Breakfast with Ross and Russ will broadcast live from Paris, and with 24/7 coverage on a dedicated Olympics DAB+ channel, a daily podcast featuring updates will be released at 6am each morning.
Nine’s stable of publishing mastheads – The Sydney Morning Herald, The Age, Brisbane Times, WAToday and The Australian Financial Review – will deliver insights and analysis, including a daily Olympic podcast, a 24 hour daily blog and newsletters.