Nine ‘to hold itself publicly accountable’ with third-party verification of advertising ROI

Nine has declared it will hold itself publicly accountable by enlisting six leading market mix modelling companies to provide third-party verification of its return on investment across all advertising channels.

Nine has enlisted Analytic Partners, Mutinex, Annelect, GroupM, IPG, and Publicis Groupe to “prove the power and efficacy of total television, its role in the marketing ecosystem, and the importance of top of the funnel advertising for brands.”

They will work independently of Nine, using their own market mix model and attribution tools to assess the ROI and sales volume generated by their campaigns on every media channel.

Aside from the accountability aspect, they will aim to prove or disprove 30 hypotheses to “help inform better campaign planning to deliver better results” – which Nine calls “the most significant ongoing research initiative” it has ever undertaken.

Nine chief sales officer Michael Stephenson

“Total Television audiences are growing and we want to provide marketers with themes, insights and data to own the growth agenda in the boardroom, proving a direct line between advertising investment and better business results,” said Michael Stephenson, Nine’s chief sales officer.

“As we work closely with our MMM partners and implement attribution modelling with a broad range of clients and categories we will extract ongoing themes, insights and data that will prove the power and effectiveness of Total Television within the marketing ecosystem.

“When we prove this, I’m confident brands will optimise their investment towards Total Television at the expense of less effective performance channels.”

Click here for more of Nine’s advertising announcements made at its 2025 Upfront

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