Mumbrellacast: Everything you need to know about Nine in 2022 and radio ratings see an overhaul

This week Nine Entertainment Co hosted its virtual Upfront for 2022, and in doing so presented its content slate for the year ahead. This included a number of its tentpole primetime shows returning, as well as a number of new formats set to debut. The network also looked ahead to what is being billed as 8,000 hours of live sport across its channels and Stan Sport. Paired with its entertainment offering, there was major focus on technology – particularly Nine Galaxy moving to a CPM model, and a new deal will see Nine’s Audience match integrated with Salesforce in early 2022, allowing clients to match and activate customer data to Nine’s 14 million signed-in users. 

The week also began with the news that Commercial Radio Australia (CRA) and GfK will be changing its radio ratings system. The move will see a shift away from a sole reliance on paper diaries towards a new hybrid methodology, Radio360, which combine a mix of listeners wearing an electronic watch meter, e-diaries and live streaming data. The switch to Radio360 will be phased in at the back end of this year. The team also found time for a quick discussion about the Australian Podcast Ranker, compiled by CRA and Triton Digital, switching up how it will rank podcasts, revealing a shakeup that will see listener numbers rather than download numbers become the key metric.

Plus, Zanda Wilson chats to Jemma Enright, general manager of City of Sydney at QMS about dealing with the COVID-enforced delays to the rollout of the new City of Sydney infrastructure, the highly digitised nature of the new offering for advertisers and the vast array of brands looking to get in on the ground floor as City of Sydney launch partners.

In the news

  • The team breaks down Nine’s 2022 Upfront virtual presentation (01:47)
  • Commercial Radio Australia and GfK overhauls its ratings system to a hybrid methodology (13:37)

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Music credit: RetroFuture Clean Kevin MacLeod (incompetech.com)
Backbay Lounge Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 3.0 License

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