DRIVE has launched a 24/7 live streaming channel on Nine’s 9Now platform, giving marketers additional opportunities to reach automotive audiences through live and on-demand content.
The move places DRIVE alongside Nine’s group of continuous streaming channels, allowing viewers to access automotive lifestyle programming either live or via catch-up.
Simon Halfhide, DRIVE chief executive, said the new channel is designed to broaden the way consumers engage with DRIVE content while providing brands with new avenues to connect with audiences.
Early audience data indicates that 56% of viewers fall within the 25–54 age bracket, a demographic considered highly relevant to advertisers. Since the channel’s launch, BVOD streams of DRIVE TV episodes and specials have increased by 11%.
Programming includes entertainment series such as The Lap, along with specialist segments like DRIVE’s Safety and Electric Vehicles series. DRIVE says the mix has attracted both motoring enthusiasts and wider audiences.
Terry King, DRIVE’s executive producer of TV, said the channel gives marketers the ability to connect with engaged audiences across different platforms and devices.
In the coming months, DRIVE plans to expand its programming with summer movie premieres and new series created in collaboration with partners, offering additional opportunities for advertiser integration and sponsorship.
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