LEGO® MASTERS has claimed the crown as the smash-hit new show of 2019, with last night’s Winner Announced drawing a national audience 2.028 million (5 City: 1.493 million Reg: 535,000) to see Henry and Cade take home $100,000 and a giant trophy made of LEGO®.
The overall LEGO® MASTERS finale episode was watched by an average national audience of 1.669m (5 City: 1.249m Reg: 420,000).
Since its premiere two and a half weeks ago LEGO® MASTERS, hosted by Hamish Blake, has become a national phenomenon, pulling cross platform national average audiences of more than 2.2 million across its three-week season and bringing together families as the most co-viewed TV entertainment series since Australian Ninja Warrior first appeared in 2017.
“LEGO MASTERS has been a breakout hit for Nine. It has captured the imagination of families across the country. LEGO MASTERS embraced the power of creativity, showcasing a world of joy and wonder,” said Hamish Turner, Nine’s Program Director. “The show has usurped our expectations and we are thrilled it has been recommissioned for a second season.”
Earlier this week Nine confirmed that LEGO® MASTERS had been recommissioned for a second series.
LEGO® MASTERS has had strong overnight TV audience as well as substantial audience uplift via consolidated and digital viewing on 9Now. When the consolidated audience and digital viewing is factored in the audience lifts more than 20 per cent.
LEGO® MASTERS has also demonstrated the unique power of television for mass-reach marketing, singlehandedly lifting the retail category for toys, especially LEGO, with multiple retailers reporting significant sales spikes since the launch of the program on April 28.