Ten announces Masterchef’s new sponsors for season nine ahead of return to air on Monday
Ten has announced its sponsors for season nine of its reality cooking program Masterchef, including the return of principal partner Coles.
Other partners for the program include Harvey Norman, Devondale, Mondelez International, Cobram Estate, Ikea, Swisse Wellness, Qantas, Diageo, SPC, Mazda and Reckitt Benckiser.
Ten’s executive general manager of revenue and client partnerships Rod Prosser said Masterchef remained one of the most “brand safe” advertising platforms in the country, which was why brands continued to engage with the program.
“Masterchef Australia continues to be one of the most engaging, aspirational and brand safe television series in the country, which is why advertisers flock to it year after year. Once again we have a fantastic suite of sponsors who will integrate their products into a show which is now seen in over 150 countries,” he said.
The campaigns running throughout the series will be innovative and cash in on the “unmissable” television moments Masterchef delivers, MCN’s content and brand partnerships director Tania Jones said.
“Masterchef Australia delivered powerful returns for brand partners in 2016 and we are thrilled to welcome back so many of our long-term partners and introduce a number of exciting new brands, which is an outstanding result from our partnerships team. We look forward to delighting audiences with some innovative campaigns throughout the next series.”
The show returns to air for 2017 on Monday 1 May at 7:30pm and will be going up against Seven’s House Rules – with My Kitchen Rules wrapping up on Sunday 30 April – and Nine’s The Voice.
The show’s season eight premiere in 2016 battled against the return of The Voice and pulled in 1.012m metro viewers compared to the singing competition’s 1.4m.
2015’s debut grabbed a higher metro audience of 1.231m while 2014’s Masterchef premiere saw 874,000 tune in.
Masterchef’s finales have a history of strong ratings with 1.5m tuning in for the winner announcement last year when Elena Duggan was crowned the 2016 champion.
Last year’s finale was down on 2015’s winner announcement which managed 2.13m viewers.
When Laura Cassai won the competition in 2014, the show grabbed 1.7m metro viewers.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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