Nine has managed to attract Cadbury, Guvera, Sage Institute of Education, People's Credit Union, and Automasters as new sponsors for reality hit The Voice.
The new series is set to kick off on Sunday, with the new brands joining Ford, KFC, and Swisse in The Voice fold. Put simply, Nine's sales and marketing director Peter Wiltshire said brands were attracted to the sheer scale of the show.
“Powerful content continues to drive strong audience engagement across all screens, and The Voice is a fantastic example," Wiltshire said. "Last season 1.7 million viewers tuned in to every episode on Nine, and over 10 million short-form and two million long-form streams were viewed online
“Big premium formats, along with live sport and drama, deliver unrivalled reach and scale for brands, and their halo effect across the broader programming slate is invaluable for all advertisers.
“When The Voice is on air the surrounding timeslots experience an increase in audience numbers, giving the whole network a ratings lift.”
Challenger streaming service Guvera has signed on to become the show's official streaming partner, and will offer a Voice-branded music channel which will stream original music from the show, along with extra performances from the contestants.
Elsewhere, Cadbury has signed onto the show via a sponsorship of Jessie J.
The partnership will include an integrated TV commercial series promoting the brand's Dairy Milk block range, while a 'share the joy' content series will capture “key moments of joy for artists throughout The Voice”.
It will also be the jumping off point for a competition to get people to share their selfies with their favourite Cadbury chocolate bar, with a chance to win a trip to the finale.
“As a brand, Cadbury Dairy Milk exists to ‘free the joy’ for all Australians. Our fans experience joy in discovering new Cadbury Dairy Milk flavours, just as they do in discovering new talent on The Voice Australia,” Cadbury Australia head of marketing Carla Filia said.
“Leveraging this strong insight, the creative territory of 'The Joy of Discovery' was born allowing us to create engaging content that is truly integrated into the show.”
Ford Australia has stepped into the second screen engagement space occupied by Vodafone last year, with an expanded app sponsored by Ford allowing viewers to access replays, exclusive content, the ability to vote, and to become the fifth coach on the show.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.