House Rules sponsorship delivers returns for Woolworths' Masters DIY stores

Supermarket giant Woolworths has attributed some of the success of its Masters home improvement stores over the 2013 financial year to its sponsorship of Channel Seven's House Rules reality renovation show.

Woolworths recorded a 49.3% rise in sales across its 31 Masters stores over the 2013 financial year ending June 30.

DIY sales rose from $828 million in the 2012 financial year from 15 stores to $1.239 billion from 31 stores over 2013. These include sales through Danks hardware stores acquired by Woolworths which brought in $710 million.

The retailer opened 16 new Masters stores over this time frame as part of a bulky goods DIY store battle with bitter rival Bunnings, owned by Wesfarmers, the owner of Coles.

A further 18 Masters stores are due to be opened in the 2014 financial year.

"Our major sponsorship of Seven's House Rules program in May and June 2013 in conjunction with our 'Masters Price Rules' advertising campaign - our largest advertising campaign to date - has provided national exposure to our brand and has returned positive results," says Melinda Smith, director of Masters.

A second season of House Rules is planned.