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The Block hit an incredible milestone in 2024

Headed into a huge 20th season

The Block, Australia’s favourite renovation show, celebrated 20 seasons this year in picturesque Phillip Island, on Channel 9 and 9Now.

Australia’s favourite home renovation show headed to the stunning coastal location of Phillip Island, a cruisy two-hour drive from Melbourne and home to the world famous Australian MotoGP and Penguin Parade.

In the new season of The Block, five couples from around Australia made the move to Phillip Island to build a new home that could change their lives forever come auction day.

The Blockheads renovated five luxury family holiday homes – once again designed by longtime Block architect Julian Brenchley – from an abandoned resort just a few minutes’ drive from the town of Cowes.

Host Scott Cam was back for an incredible 18th season and was be joined by trusty co-host Shelley Craft for her 17th season on the show.

The 20th season of The Block was also celebrated with a number of fan favourites returning to the show to lend a helping hand for this monster build.

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A Proven Performer In 2023

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Timeslot Winner
All key demos

Over 1.3 Million
Viewers per episode

Over 1.3 Million
Viewers per episode

+305K
National BVOD
audience LIVE + VOD

+1 Billion
Total minutes
(LIVE + Catch-up)

1.041M

OVERNIGHT & TIMESHIFT TO 7

91K

LIVE VPM

214K

VOD VPM

Source: OzTAM Metro & Regional TAM 06/8/23 - 05/11/23, Total People, Nine + Nine Content Affiliates, Overnight, Timeshift to 7, The Block​. OzTAM LIVE + VOD VPM, Rolling 7, The Block, 06/08/2023 - 12/11/2022, includes co-viewing on connected TV devices.

Captivating Regional Australia

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Over 3 Million
Regional viewers
reached in 2023

121K
People 25-54

308K
Regional viewers
per episode

538K

OVERNIGHT

17K

7 DAY TIMESHIFT

42K

ENCORE

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26%
of minutes were viewed by Regional Australia in 2023

263 Million
total minutes viewed by Regional Australia in 2023

Source: OzTam (5 City Metro + Regional Combined Panel) Nine Primary, 06/08/2023 - 12/11/2023, The Block, Average Audience, Reach, Total People, Overnight, Timeshift to 7, Consolidated 7. OzTAM LIVE + VOD VPM, Rolling 7, The Block, 06/08/2023 - 12/11/2022, includes co-viewing on connected TV devices.​

Creative Execution Examples

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Challenge RM10 Domain Open House-164

Challenge:

How do we drive new downloads of the domain app each week to explore the exclusive property listings?

2021 saw a record year for the property market and Domain understands that for those in the process of buying and selling property, it is one of life's most stressful decisions.

Domain wanted a single-minded approach to this year's The Block partnership, where all integrations focused on delivering a consistent brand message driving app downloads and listing views.

Solution:

A partnership between Australia’s home of property, Domain and Nine’s No.1 rating renovation program, The Block, was the ideal way to showcase all the ways the Domain app can help property owners and seekers buy, rent, or sell their home, feeling confident in the process.

Execution:

Domain’s in-program integration was celebrated across the entire block journey.

With help of Nine, Domain built an integrated partnership using the full suite of  Nine’s ecosystem. A multi-channel approach, involving the digital integration of  each party’s channels, enabled Domain to present bold, engaging integrations for all key property moments throughout The Block’s season.

Nine contributed to this seamless integration, building Domain’s app features which were proven to help contestants and allow them to create their own exclusive listings. Domain talent was also present throughout the series  to bring an approachable expertise to important property moments.

To further enhance the integration, Nine also created bespoke and exclusive content which was housed on Domain’s own channels to engage both fans of the show and consumers in the property journey. The ongoing collaboration at all levels allowed for successful integration within The Block.

Results:

The campaign was a huge success, achieving record goals year-on-year:

A highly engaged audience across The Block content on Domain

118%
increase in listing views

594%
increase in total app views

60%
increase in article page views

Domain are committed to working on more innovative ways to integrate their  sponsorship for years to come.

Source: Domain Internal Data 2021

Opportunities For Brands

Integrated Challenges

Viewer
Polls

Product
Placement

Talent
Alignment

Integrated
TVC'S

Consumer
Promotion

What to expect!

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Television’s toughest building challenge heads to Phillip Island, with host Scott Cam, welcoming a new batch of eager Blockheads to build five holiday homes.

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An abudance of integrated solutions that will meet your brand objectives and are guaranteed to deliver truly incredible results for your business.

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Connect with audiences at scale across Metro and Regional, with a proven ratings phenomenon across the demographics you want to reach most.

Don't miss out on building your brand through a premium content partnership with the block in 2025

To find out what your brand can achieve with the power of a sponsorship with The Block, request a tailored response to help realise your marketing objectives.

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