The Block’s Keith stars in new Centrum sponsor ident
Centrum Multivitamins has unveiled its 15-second sponsorship ident for Nine’s big ratings renovation show The Block.
The spot shows new contestant Clint Amos, 33, telling programme regular Keith Schleiger he’s low on energy and feeling rundown through an iPad.
The building foreman replies: “They haven’t seen nothing yet. I hope they’re taking their Centrum.”
This year the reality series has a record number of sponsors, which also include hardware store Mitre 10, property marketing website Domain and Volkswagen.
Lizzie Young, Nine’s group content strategy director, previously told Mumbrella: “When you’ve got returning sponsors that have been there for so many years, it just demonstrates that it does as a show, impact their business outcomes.
“We know people are obsessed with property in this country, and all of the categories that we’ve got really play into that, and I think when you’ve got such a clear message, it does do a serious amount of grunt work for them.”
The show, now in its 13th season, faced stiff ratings competition on Sunday night, pitted against Ten’s Australian Survivor.
Yet The Block came out on top, pulling in 1.116m metro viewers – up from 1.074m last year. Survivor gained 639,000.
It was also the most-watched programme across key advertising demographics 16-39, 18-49 and 25-54.
