‘As hungry as ever’ but no change in the menu: Nine upfront

Australians love sports, news, reality TV, and seamless brand integrations — and Nine has got them all, and then some. That was the overriding message at the media company’s warm and friendly 2026 Upfront, held at Carriageworks in Sydney on Wednesday afternoon.

There was no cavalcade of screen celebrities pitching from the stage, no major innovations to launch into the market. Just continual reassurance that if you’re an advertiser looking to reach Australians, then Nine provides a one-stop shop for all your advertising needs — so don’t bother flinging money into the great wide maw of the digital platforms. The internet is an unchecked wasteland of flashing banner ads, risky influencers, and fickle memes. Nine is solid as an oak news-desk, safe as the houses on the Block cul-de-sac, as current as today’s copy of The Age. It’s the place where Australians turn for trusted news, the best in entertainment, and heart-racing sport.

Chief sales officer Matt James opened the presentation by reminding everyone just how old Nine’s properties are. Next year, 2GB turns 100, and Nine will have been on air for 70 years. The Sydney Morning Herald will have been in print for 195 years, while The Age was founded 170 years ago. Richard Wilkins is getting up there too (Fun fact: I spotted him getting a loving shoulder massage from Karl Stefanovic as we were leaving the presentation).