Jack of All Trades propels branded content to the top

Tim Burrowes

January 20, 2009 12:47

Branded content television can claim to have come of age in Australia after King Gee Jack of All Trades became the first show of its type to break into the top ten most watched shows of the day.

The show, on Sunday lunchtime on Nine, scored an average metro audience of just over 1m, according to ratings from OzTam. And the cumulative audience totalled well over 2.4m viewers. It was the eighth biggest show of the day and had more than twice the audience of Ten’s biggest show.

Although the show was helped by having a strong audience tuning in to the channel for the cricket, in everywhere but Melbourne the audience grew as the half hour show progressed.

The programme, which has been going for three years, is made by Brand New Media. As well as King Gee, its other brand partners are Holden and Caterpillar. The show features four tradies working to fit out a house in Queensland.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.