Nine confirms virtual Upfront

The first of many, as Nine's annual event goes online for the first time, in mid-September.

In what is certain to be the first of many, Nine has confirmed a virtual Upfront for its 2021 year.

The annual showcase is an expensive event, flying in media buyers and press from around the country, and hosting a grand-scale party, in recent years at FOX Studios.

But this year the pandemic has shelved all that, as Nine rethinks how it can unveil its television, radio, digital and publishing for advertisers.

Nine’s 2021 Upfront will be delivered on September 16 with a one-hour virtual presentation. Announcements will span content, technology/data and partnerships.

“These are extraordinary times and we have made the decision to connect with our advertisers earlier,” said Michael Stephenson, Nine’s Chief Sales Officer.

“We believe that now is the right time to speak to our partners not just about their 2021 plans but also about the opportunities that exist that exist today to help brand grow their business as we head towards Christmas.

“There has never been a more important time to work together to return our economy to growth, and the marketing ecosystem plays a key role in how it informs consumer expectations and attitudes. Nine, as the home of Australia’s most trusted and popular content spanning news, sport, lifestyle and entertainment, is uniquely placed to be the partner that brands turn to as they begin to look beyond the immediate short term.”

The virtual event follows on from a recent virtual Big Ideas Store presented by Powered by Nine which saw more than 3,500 participants tuning in.

“Nine is a platform with unrivalled scale to help you connect with your customers,” Stephenson said. “The things you can do with us, you simply can’t do with anybody else.

“We are unlike any other media company in Australia and it’s time to rethink, reset and reconsider who your business partner is as there’s never been a more important time to ensure you are partnering with media and content owners who can help you to achieve your goals.”

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