The Block nails effectiveness for brands as the 21st season kicks off – As The Block returns for its 21st season, the longevity of the format has proven to consistently deliver results for brands, with this year’s series featuring a raft of new big-name sponsors and an innovative ‘sponsor village’ concept that provides integration for brands to tell their stories like never before.
With new brands Bunnings, Chemist Warehouse, Google, MG Motor, Snooze and Simparica Trio joining The Block this year, the series will feature the ‘Sponsor Village Saloon’, a collection of shops from McCafe, Chemist Warehouse, Bunnings mini-store and The Block Pop-Up Store revolving around a prop Saloon found at a nearby museum/cafe.
The Village becomes the central hub for contestants throughout the series, illustrating how brand integration in The Block sets the bar for entertainment formats.
Estimated by producers to have injected nearly $8 million into the local Daylesford economy [including using local tradespeople, suppliers, caterers, accommodation and more] during production of this series, Gemba insights reveal returning brands that are associated with the show experience an upswing in consideration from consumers. Insights commissioned by Gemba for Nine has found that brands featured in the series are more likely to be purchased by Block audiences. It found that brands and products featured are 67% more likely to be used by Australians against Gemba benchmarks, and that despite consideration increasing across the board, returning Block sponsors saw a 40% increase in consideration.
A group of diverse brands return this year as major partners including ALDI, Arnott’s, TRUECORE® steel and COLORBOND® steel, CommBank, Domain and McCafe.
Sarah Stewart, Powered’s Director of Content Partnerships and Client Experience, said The Block is one of Australia’s great television success stories that can provide a safe premium environment for brands.
“The breadth of major Australian brands aligning with the series is a testament to its enduring cultural relevance and impact. In its 21st season we’re thrilled to welcome many exciting new partners, while also celebrating the loyalty of long-standing brands. This combination proves once again The Block is one of Australia’s most sought-after environments for brands,”
– she said.
Hosted by Scott Cam and Shelley Craft, The Block provides a premium platform for brands that can leverage Nine’s unrivalled ecosystem to achieve reach at scale, and is one of the most consistently successful programs on Australian screens.
Filmed in Victoria’s picturesque Daylesford – known as one of Australia’s top weekend getaway destinations – the new series features five new teams who are for the first time building homes from scratch – each on over 2,300 sqm blocks of land.
Stewart Gurney, Nine Powered’s Director of Strategy and Effectiveness, said The Block is a powerful platform for driving product usage and brand consideration.
“Sponsorships and integration on the block are exceptionally well received by viewers. Our research proves that brand integrations within the show are more engaging and recalled versus stand alone TVCS and this translates into product/brand usage,”
– he said.
“Claimed usage of brands and products featured in the block is 67% higher versus other sponsorship properties. Another superpower of The Block is the cumulative impact it offers returning sponsors. The Block is brilliant at driving brand consideration across the board, but returning sponsors see on average a +40% improvement year on year.”
The Block screens Sundays at 7.00pm and Monday-Wednesday at 7.30pm on Channel 9 and 9Now.
Media Release – Nine
TV Central Nine content HERE
The Block nails effectiveness for brands as the 21st season kicks off
