9 Upfronts 2026 | Nine’s growth project confirms Total TV is the effectiveness engine advertisers need – Nine has announced a bold new data-led strategy that fundamentally repositions Total TV (Free-to-Air and BVOD) from an efficiency play to an effectiveness engine driving guaranteed business growth.
This strategy is backed by independent research from a powerhouse collective including Mutinex, Gemba, Kantar, and Adgile, with the powerful finding that Australian brands arecollectively leaving an enormous $4 billion in revenue on the table by under-investing in high-quality, long-form video content.
Nine’s Director of Sales – Total TV, Nikki Rooke said:
“Our mission is to move the industry narrative from merely chasing ROI efficiency to demanding measurable business effectiveness. This strategy has been specifically designed for clients and the industry more broadly to measure the role that TV plays in driving growth for advertisers. It’s a critical conversation to have with advertisers to ensure they are investing in the right areas – not leaving profit on the table by underestimating Total TV.”
Nine’s commitment to demonstrating clear sales lift across its platform has cemented Total TV’s role as a critical revenue driver, with the research revealing undeniable proof points:
● Total TV is a Sales Powerhouse
22% of all media-generated sales revenue comes from Total TV. This is second only to search and significantly more than any other video platform.
● The Power of Longevity
Total TV generates a proven ‘Longevity Effect’. For example, a single week of TV activity generates an average of eight weeks of sales within the highly competitive automotive category
● The 30-Second Spot Lives On
Challenging the myth of its demise, Mutinex data confirms that the 30-second spot is responsible for 47% of all sales revenue generated by video.
The research further demonstrates a direct link between advertising in premium content and achieving long-term brand equity:
● Brand Impact
Kantar data reveals that brands that exclude TV from their media mix miss out on an average of 39% of total brand impact compared to those that include it.
● Awareness & Consideration
TV is proven to deliver 1.4 times the awareness and consideration compared to other non-BVOD online video platforms.
“These results are directly attributable to TV’s unique combination of high-quality content and co-viewing context”,
– said Rooke.
While renowned for brand building, Total TV is also proven to drive immediate, lower-funnel results. Analysis by Adgile shows that one in three media-driven app interactions and web visits are influenced by TV exposure, creating a powerful halo effect that optimises other channels.
“If growth matters, Total TV is the partner for you, and we can prove it,”
– concluded Rooke.
“This is a clear call to action. We are providing the data, the measurement, and the proof points that connect investing into TV directly to your bottom line. Partnering with Nine is a decision not just for efficiency, but for undeniable business growth.”
Media Release – Nine
Link to 9Now HERE
TV Central Nine content HERE
9 Upfronts 2026 | Nine’s growth project confirms Total TV is the effectiveness engine advertisers need
