Nine Upfront 2023: Nine announces Premium Traffic Network

Nine will launch an "eye in the sky" inspired premium cross-platform traffic brand, NTN, that will deliver up-to-date traffic news to listeners across Nine’s market-leading radio stations 2GB (Sydney), 2AW (Melbourne), 4BC (Brisbane) and 6PR (Perth). The product will also launch across audio live streaming and digital platforms across the above-mentioned four cities.

Announced at Nine’s upfronts today, the platform is a unique one that will provide advertisers with the opportunity to give brands the ability to own traffic updates across the company.

Chief sales officer at Nine Michael Stephenson said: “Our premium traffic network is a new cross-platform alternative to traditional traffic products. We are number one in radio and number one in streaming - we have a serious cross-platform scale.

“NTN is a premium cross-platform product where brands can own traffic at scale across Australia’s leading radio network, audio live streaming, digital platforms and, ahead, on TODAY. Our premium traffic network should definitely be in every Total Audio media buy.”

The traffic network is also set to roll out on TODAY in 2023, Nine’s breakfast program, offering brands access to a premium product with high reach frequency across audio, television and digital.

Nine’s audio platforms have a wide reach, delivering over 10 million live streams monthly, while talk stations under Nine ownership have been achieving their biggest ever audience of two million listeners a week. NTN is a unique product for brands to push short-term reach and deliver messages at scale.

In July, Greg Burns, Nine Radio’s head of content spoke to Mediaweek about Nine’s best-ever survey 4 results: “Traditionally, Survey 4 has not been too kind to talk back for whatever reason. To be where we are today, in such a strong position, sets us up really well for the back end of the year... That’s what we pride ourselves on and that’s what we need to deliver. “

The new product tells advertisers they can now “own the conversation across Nine’s premium traffic product” NTN will “provide brands with premium integration at scale”.