It’s a line synonymous with the Nine brand, but its return is sure to cause a stir.
A big glossy promo that premiered during The Block tonight saw the return of the classic promo line: STILL THE ONE.
Nine dropped the branding when Seven claimed the ratings crown during the 2000s and, despite winning in total people for the past two years, the network has avoided bringing the line back.
But all that has changed.
The glossy new promo, which has been tailored for each market, states firmly that Nine is Still The One, with the voice over proclaiming:
From the very beginning, we have, we are, and forever will be, Still the One.
The return of the iconic branding comes as Nine gets set to claim key demos in the 2021 ratings race. While Seven will win in total people, Nine is set to win demos including 25-54 and 16-39 in the 5 cap cities when the Olympics are excluded (which is typically what happens during an Olympic year).
TV Blackbox understands Nine will win those key demos whether the full Olympics are excluded or just the two weeks (there is an ongoing disagreement on what dates should be used to exclude the Olympics).
With Seven going hard promoting their dominance in all people, it will be interesting to see how they respond.
And it will be a situation where both claims are correct. Seven is #1 in total people and Nine is #1 in the demos. The difference is what matters to viewers (and media writers) and what matters to advertisers.
Not a good ad, stunning natural images aside. Always have and always will be! That line is enough to get some to seek an alternative not so lost in themselves.