Nine’s LEGO investment builds massive Sunday audience

“Forget what you know about Lego,”

• Hamish Blake-hosted show highest-rating new series of 2019
• National audience of 1.91m – metro 1.377m, regional 536,000
Nine’s Q2 underway with Hamish and Andy across four nights

“Forget what you know about Lego,” said Hamish Blake as he introduced himself and Brickman at the start of their new series Lego Masters. “Welcome to Australia’s #1 Lego building show,” he said as the contestants entered the studio. He then explained the series winning team would get a trophy plus $100,000. The team winning last night’s competition won a Golden Brick, an immunity brick to keep them in the competition. Build #1 was developing a vacant city block to complete the Lego impressive city. They had 2.5m pieces of Lego to use and 15 hours to deliver their build.

Most Lego Masters reviewers mentioned how long the episodes are, the rest of the week will indicate how the audience deals with that. The audience seemed to actually grow across last night’s episode.

After securing a Lego Masters’ launch audience of 1.37m, Nine’s Q1 momentum continues. The program becomes the biggest new program launch of 2019 and the size of the audience meant it swept all key demos.

The new series had its biggest audiences in Melbourne with 449,000 watching. The Sydney crowd was 384,000. The show had the biggest Sunday audiences in Sydney, Melbourne and Brisbane.

The week will be a real test for the pulling power of Hamish and Andy. And what a start!

Hamish is fronting three nights of Lego Masters before Andy Lee returns as a team captain on the second season of Talkin’ ’Bout Your Generation.

See also: Andy Lee on why he and Hamish Blake say ‘no’ more than ‘yes’

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