9 Upfronts 2025 | Nine unveils revolutionary market mix modelling project – Nine is set to become the first media owner to hold itself publicly accountable by independent, third-party verification of its return on investment across all advertising channels, with the announcement of new relationships with the leaders in market mix modelling.
As Nine focusses on becoming a content, data and technology business that delivers better business results, it has formed relationships with market leaders in media and marketing analytics – Analytic Partners, Mutinex, Annelect, GroupM, IPG and Publicis Groupe to prove the power and efficacy of Total television, its role in the marketing ecosystem and the importance of top of the funnel advertising for brands.
Some of Australia’s most innovative marketers and most influential brands have already committed to be part of this industry-leading initiative, including Aussie, KIA, Qantas, McDonald’s, NRMA Insurance, Telstra, Westpac, Trip A Deal, Lion, Fiji Airways, Colgate, Hungry Jacks, Optus and Koala.
Our advertising partners will work independently of Nine with their own market mix model and attribution tools to assess the ROI and sales volume generated by their campaigns on every media channel. They will aim to prove or disprove 30 hypotheses to help inform better campaign planning to deliver better results.
To support this initiative, Nine is backing its confidence with a substantial $30 million advertising investment across its platforms – including the 9Network, 9Now, and Stan Sport to light a fire under the most significant ongoing research initiative Nine has ever undertaken to prove the power of Total Television and its impact for brands seeking better business results.
The marketers from the companies represent forward-thinking brands that understand the critical importance of ROI in advertising and are poised to take advantage of cutting-edge research, modelling, themes and insights.
“Total Television audiences are growing and we want to provide marketers with themes, insights and data to own the growth agenda in the boardroom, proving a direct line between advertising investment and better business results,”
– said Michael Stephenson, Nine’s Chief Sales Officer.
“As we work closely with our MMM partners and implement attribution modelling with a broad range of clients and categories we will extract ongoing themes, insights and data that will prove the power and effectiveness of Total Television within the marketing ecosystem.”
“When we prove this, I’m confident brands will optimise their investment towards Total Television at the expense of less effective performance channels.”
Media Release – Nine
Link to 9Now HERE
TV Central Nine content HERE
9 Upfronts 2025 | Nine unveils revolutionary market mix modelling project
