Nine has pulled in six sponsors for the return of The Block. Mitre 10, Suzuki, NAB, Nature's Own, The Good Guys and iSelect are all on board.
Nine's head of sales Peter Wiltshire told AdNews that big, integrated sponsorships will continue to drive growth in 2014.
"Big is getting bigger. It gives opportunities for significant reach and it's an ongoing and increasing trend. We don't always get it right but we are getting better at how we get brands to associate [with big properties]."
Wiltshire said that collaboration would be a key theme in 2014 and that media owners would bring in other media partners to deliver what they could not do entirely in house. That meant media firms "could no longer be completely self-motivated" and that "conversations between all parties had to be more transparent".
The eight series of The Block kicks off on Monday. A new website supports the series.
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