Nine Network has introduced a new commercial strategy for its breakfast program Today, integrating paid product placements hosted by the show’s co-presenters. Announced during Nine’s annual Upfront event in Sydney on Thursday, the initiative—called Shop Today—will feature Today hosts Tom Steinfort and Sylvia Jeffreys promoting lifestyle, home, travel, and parenting products in three-to-five-minute infomercial segments.
The network described the move as an "Australian-first content-to-commerce engine," combining live broadcast segments with digital distribution on platforms including BVOD (broadcast video on demand), YouTube, and social media. Shop Today will also include support content such as online articles and embedded videos linked to the featured products. Nine characterized this approach as a way to leverage the show's audience trust to create a "seamless shopping experience" that links viewer engagement directly to commercial sales.
Amanda Laing, Nine’s streaming and broadcast chief, elaborated on the strategy, stating that the initiative positions Today at the forefront of cross-platform commercial innovation. “Shop Today bridges the gap between top-of-funnel audience trust and instant commercial conversion,” she said, emphasizing the network’s goal of coupling large live broadcast audiences with targeted digital promotion.
The segments will involve not only the Today co-hosts Steinfort and Jeffreys but also other network personalities such as Alison Piotrowski, David Campbell, and Belinda Russell, who will present curated product reviews in paid advertorial slots.
The move has drawn criticism from within Nine, where some staff have expressed concern about the potential erosion of audience trust. Sources described the initiative as a "disgrace" and a "cynical cash grab," warning that having main news hosts promote products risks undermining the credibility of the program. One insider noted that while advertorials have previously appeared on the sister program Today Extra, they were typically presented separately from the main news hosts. The inclusion of Steinfort and Jeffreys, who come from journalistic backgrounds rather than entertainment, was seen as particularly problematic.
“There has been a constant fight over Today between news and the sales department for decades,” a senior network source commented. “Once news presenters are pushed into this role, it signifies that sales have won.”
The announcement of Shop Today came shortly after Nine confirmed Steinfort and Jeffreys as the new main hosts, replacing former presenters Karl Stefanovic and Sarah Abo. Nine indicated the decision to roll out the Shop Today initiative followed a pilot program that demonstrated consistent weekly sales growth linked to similar infomercial content.