Nine Upfront 2025: Nine unveils Market Mix Modelling project to prove 'the power of total television'

Nine is set to become the first media owner to hold itself publicly accountable by independent, third-party verification of its return on investment across all advertising channels, with the announcement of new relationships with the leaders in market mix modelling.

Nine has formed relationships with Analytic Partners, Mutinex, Annelect, GroupM, IPG and Publicis Groupe to "prove the power and efficacy of Total television, its role in the marketing ecosystem and the importance of top of the funnel advertising for brands."

Brands already committed to being part of Nine's new initiative, include Aussie, KIA, Qantas, McDonald’s, NRMA Insurance, Telstra, Westpac, Trip A Deal, Lion, Fiji Airways, Colgate, Hungry Jacks, Optus and Koala.

Nine's advertising partners will work independently of Nine with their own market mix model and attribution tools to assess the ROI and sales volume generated by their campaigns on every media channel. They will aim to prove or disprove 30 hypotheses to help inform better campaign planning to deliver better results.

To support this initiative, Nine is backing its confidence with a $30 million advertising investment across its platforms - including the 9Network, 9Now, and Stan Sport.

"Total Television audiences are growing and we want to provide marketers with themes, insights and data to own the growth agenda in the boardroom, proving a direct line between advertising investment and better business results," said Michael Stephenson, Nine’s chief sales officer.

“As we work closely with our MMM partners and implement attribution modelling with a broad range of clients and categories we will extract ongoing themes, insights and data that will prove the power and effectiveness of Total Television within the marketing ecosystem.

“When we prove this, I'm confident brands will optimise their investment towards Total Television at the expense of less effective performance channels.”