Nine has struck partnerships with six marketing and media modelling solutions and is offering $30m in inventory under a new project aimed at holding itself publicly accountable for delivering results against all advertising channels through independent, third-party verification.

Announced at today's Nine Upfronts event, the company has teamed up with Analytic Partners, Mutinex, Annelect, GroupM, IPG and Publicis Groupe in order to prove the power and efficacy of Total Television, its role in the marketing ecosystem and the importance of top of the funnel advertising for brands.

Despite an unwavering belief in its power as a marketing mechanism, Nine noted about $600 million worth of Australian advertising dollars have moved out of TV and into the big tech platforms over the last two years alone as marketing teams seek out more bottom-of-funnel, short-term performance results.

Nine has so far signed up 14 Australian brands to be part of the new MMM initiative: Aussie, KIA, Qantas, McDonald’s, NRMA Insurance, Telstra, Westpac, Trip A Deal, Lion, Fiji Airways, Colgate, Hungry Jacks, Optus and Koala. These advertising partners will work independently of Nine with their own market mix model and attribution tools to assess the ROI and sales volume generated by their campaigns on every media channel.

They will aim to prove or disprove 30 hypotheses to help inform better campaign planning to deliver better results. Examples of hypotheses could include when and how to optimise, and whether a higher percentage of investment into TV delivers better business results for a company.

Nine is backing up its confidence in TV with a $30 million advertising investment across its platforms - including the 9Network, 9Now, and Stan Sport. The media company said it's the most significant ongoing research initiative it has ever undertaken to prove the power of Total Television and its impact for brands seeking better business results.

It's also a move that complements a wider shift by the media giant away from delivering reach and audiences, and better connecting the dots through to business results.

"Total Television audiences are growing and we want to provide marketers with themes, insights and data to own the growth agenda in the boardroom, proving a direct line between advertising investment and better business results," said Michael Stephenson, Nine’s Chief Sales Officer.

“As we work closely with our MMM partners and implement attribution modelling with a broad range of clients and categories we will extract ongoing themes, insights and data that will prove the power and effectiveness of Total Television within the marketing ecosystem.

“When we prove this, I'm confident brands will optimise their investment towards Total Television at the expense of less effective performance channels.”