Nine's newest channel 9Life has exceeded targets a year since it was launched and is poised to continue growing with a new programming slate that includes hit shows like Keeping up with the Kardashians.
Over the course of this ratings year, the female-skewed channel has attracted a 3.6% primetime audience share of women aged between 18-54, which exceeds the 2.5% target set when the channel was launched on 26 November 2015. This makes 9Life the third most popular multichannel on free-to-air television behind 9GO! (4.0%) and Eleven (3.9%).
During the 6am to 6pm period, 9Life attracts a 4.5% share, behind ABC2 (10.0%) and Eleven (5.3%).
9Life's primetime share across all demos was 2.1%, which again exceeds expectations but isn't a focus for Nine's bosses.
“The great thing about this channel is that we had a very specific target in mind, women 18 to 54, and in terms of that target, we've nailed it,” Nine's program director Hamish Turner tells AdNews.
“There's not a huge amount of wastage on that channel. From an advertising perspective, if you are after that specific demographic, then you are going to get it without any wastage on the side.”
Further evidence of its success are the shares 9Life achieved in the grocery buyer with children demographic. During primetime, it achieved a 3.6% share, sitting behind 9GO! (4.8%) and ABC's children's channel ABC 2 (4.2%).
Consistent programming
The success of 9Life is down to multi-year content deals with US production houses Scripps Networks Interactive and NBCUniversal and a consistency in programming that stays true to the brand.
Hit shows include US versions of The Bachelor, with its highest rating episode attracting 175,897 (Consolidated 28 days), The Bachelorette (164,772) and Flip Day Flip (151,726).
“One of the great things from a programming point of view is that there's been a consistency for the brand, we haven't been chopping and changing,” Turner adds.
“It provides a consistent message to advertisers who have surety when they are buying against certain briefs. Viewers like going to a destination and knowing what they are going to get there – that's a clear out take for us.”
Turner say the success of 9Life has inevitably cannibalised some of Nine's main channel audience, particularly with heavy cross-promotion.
“The question has to be asked whether that's a protectionist move or is it pure cannibalisation. Our numbers sit at around 20% cannibalisation, which isn't a bad number at all.”
9Life plans to grow its audience with fresh new content (see below) and more flexibility in scheduling to ensure its key programs don't battle against tent pole shows like Married at First Sight, My Kitchen Rules and MasterChef.
“Their key target is 18-54 so it's about working around that and ensuring we aren't putting our best shows into that 7.30pm timeslot,” Turner explains.
The content slate for next year includes: Keeping up with the Kardashians, Hollywood Medium with Tyler Henry, Keeping Below Deck, Dash Dolls, Kourtney & Kim Take New York, Kourtney & Kim Take Miami, Real Housewives of New York, Real Housewives of Cheshire, Ladies of London, Million Dollar Listing San Francisco, WAGS, WAGS: Miami, Hunting Vintage, Vintage Flip, Listed Sisters and Island Hunters.
There will also be locally produced shows, including reruns of The Block, Women's Weekly specials Postcards, Getaway, Garden Gurus and Farmer Wants a Wife. There will also be a new DIY reality format featuring former contestants on The Block called Ready, Set, Reno.
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