Australia's most imaginative family-friendly format
LEGO® Masters Australia returned for its fifth and most grand season ever. In a world-wide first, the absolute best of the best returned from previous seasons to battle it out against each other in LEGO® Masters: Grand Masters. As eight teams put their imaginations and building skills to the test, Larrikin best mates from Western Australia, Scott and Owen, were crowned the worthy winners. The impressively creative duo won $100,000 and the coveted title of the first ever LEGO® Masters Grand Masters champions.
To find out what your brand can achieve with a LEGO® Masters partnership, request a tailored response to help realise your marketing objectives.
Connecting with 3.9 million Aussies each week
980,000
Total TV viewers each episode
3.2 million
Live + VOD streams
157.7 million
Live + VOD minutes
Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, 9 Network + Affiliates + BVOD, 10/04/2023 -15/05/2023 Cumulative Reach (000's), Total TV, Linear TV, BVOD (Based on When Watched) , Total People, When Watched.Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, 9 Network + Affiliates + BVOD, 10/04/2023 -15/05/2023 Cumulative Reach (000's), Total TV, Linear TV, BVOD (Based on When Watched) , Total People, When Watched. OzTAM LIVE + VOD VPM, Rolling 7, Lego Masters: Grand Masters, 10/4/2023 – 08/5/2023, includes co-viewing on connected TV devices OzTam Metro + Regional Data, 'Lego Masters: Grand Masters,' 10/04/2023 - 08/05/2023 Overnight and Timeshift to 7, Average Audience, Total People.OzTAM Live + VOD VPM, Rolling 7 Day Cume, Lego Masters Grand Masters, 10/04/2023 – 15/05/2023, includes co-viewing on connected tv devices.OzTAM Live + VOD VPM, Rolling 7 Day Cume, Lego Masters Grand Masters, 10/04/2023 – 15/05/2023, includes co-viewing on connected tv devices.
3 million
Regional viewers reached in 2023
25%
Of live + VOD minutes viewed on 9NOW were from Regional AUS
Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], Regional (Inc WA +RoA) , 9 Network + Affiliates + BVOD, 10/04/2023 -15/05/2023 Cumulative Reach (000's), Total TV, Linear TV, BVOD (Based on When Watched) , Total People, When Watched.OzTAM Live + VOD VPM, Rolling 7 Day Cume, Lego Masters Grand Masters, 10/04/2023 – 15/05/2023, includes co-viewing on connected tv devices.connected tv devices.
LEGO® Masters is the show that connects
“LEGO® Masters is a format like no other in its ability to connect with audiences. From young to old, from men to women, this is a rare program that unites and connects the entire family.
This is the reason we have committed to sharing it on your screens for the next two years. It is because of its power to connect audiences in ways other shows don’t.”
Michael Healy
Nine’s Director of Television
LEGO® Masters connects your brands with
Nine’s brand impact studies conducted by Gemba on behalf of our major LEGO® Masters sponsors over the last 2 years have highlighted that partnering with the show delivers strong lifts in perceptions of Trust, Fun and Innovation. Adding to the already vast amount of evidence that shows how viewers' feelings towards a show halos onto the brands that partner with them.
Find out how LEGO® Masters boosted perception of an iconic Australian retailer
The toy category is very competitive, so Kmart partnered with LEGO® Masters with the objective of driving traffic to Kmart stores, as well as cementing Kmart as the No.1 retail destination for the LEGO® product.
Kmart leveraged IP across their assets in the LEGO® Masters Broadcast, Digital and Social channels, as well as online and instore. This strong partnership would cement them as the home of LEGO® in Australia.
6%
uplifting in campaign messaging
7% pts
uplifting in brand consideration
14% pts
previous 4 week purchase
Source: Gemba brand health study 2020
