Despite ratings bronze, Nine recommissions The Block

Despite making its debut third in its timeslot, Nine has today announced that it has recommissioned The Block for another series in 2011, citing heavy advertiser support as a key reason.  

Last night’s debut of The Block was full of references to the sponsors including presenter Scott Camm conversationally telling contestants about “The unbreakable Toyota Hilux for the bigger job” and prominent mentions for CommBank and Freedom Furniture within the opening seconds.

Citing the show’s attractiveness to the 25-54 demographic, Peter Wiltshire, Nine’s director of sales and marketing said:

“Our clients were overwhelmingly supportive of The Block this year. Their commitment and support helped us to deliver a very entertaining TV show. The immediate decision to renew for next year gives us the luxury of time to work closely with this year’s clients for the next series. When The Block 2010 was announced we were inundated with interest from our client base, so we are excited to have another series to take to market. It is yet another case of Nine’s local, advertiser-friendly content delivering for both viewers and advertisers alike.”

The current series of The Block has an eight week run.

One reason for the early declaration by Nine may be to avoid giving Ten a clear run at potential sponsors for its home improvement blockbuster The Renovators.


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