February 2024

Consumer Pulse Sport February 2024

WHAT'S HOT AND WHAT'S NOT

Consumer Pulse – Sport surveys around 2,000 national respondents spanning Nine’s TV, digital, print and talk radio audiences.

The monthly survey covers attitudes and behaviours towards sports viewing and the influence of sport on Australian culture.

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16-19 February, 2024

Inside this month’s Consumer Pulse - Sport dip

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Consumer Insights >

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CONVERSATION STARTERS >

16-19 February, 2024

Consumer Insights

Unprompted awareness of major sporting events in the next 12 months

When we asked our Nine audiences if they are aware of any sporting events taking place in 2024, the Paris 2024 Olympic Games received significantly more mentions than any other event. Overall, 3 in 5 spontaneously recalled the Olympic Games, consistently high across all age groups and significantly higher among women.

Sport or sporting event Nine audiences are most excited for in 2024

Along with widespread awareness, 2 in 5 of Nine’s audiences spontaneously mentioned that they are most excited about the Paris 2024 Olympic Games, making it the most anticipated sporting event of 2024. Its popularity extends across all age groups and is significantly higher among women (47%).

Interest in watching sports or sporting events

With five months to go before the Olympic Games begin, 8 in 10 of Nine’s audiences are already showing interest in viewing the Paris Olympics (1 in 2 saying they are “very interested” in watching). Viewing intention is consistently high with both men and women.

PERTH, AUSTRALIA - OCTOBER 26: Ellie Carpenter of the Matildas celebrates her goal during the AFC Women's Asian Olympic Qualifier match between Australia Matildas and IR Iran at HBF Park on October 26, 2023 in Perth, Australia. (Photo by James Worsfold/Getty Images)

Top 5 sporting teams Nine audiences are currently interested in or following

Top 5 Sporting Teams	Rank
Matildas	1
Australian Cricket Team	2
Sydney Swans	3
Australian Olympic Team	4
Collingwood	5

Top 10 sports personalities/ athletes Nine audiences are currently interested in or following

Top 10 Athletes	Rank
Sam Kerr	1
Pat Cummins	2
Alex De Minaur	3
Daniel Ricardo	4
Steve Smith	5
Oscar Piastri	6
Alyssa Healy	7
Minjee Lee	8
Jannik Sinner	9
Emma McKeon	10

PERTH, AUSTRALIA - OCTOBER 26: Sam Kerr of the Matildas attempts to intercept the ball during the AFC Women's Asian Olympic Qualifier match between Australia Matildas and IR Iran at HBF Park on October 26, 2023 in Perth, Australia. (Photo by James Worsfold/Getty Images)

Conversation Starters

Consumption Trends

The most common way to consume local sports content is to watch live and on free-to-air TV

Among those who follow any Australian sport or sporting event, 7 in 10 normally watch live and via free-to-air TV, because it is free, convenient and easy. Men are more likely to be consuming sports across a wide range of free and paid platforms, although free-to-air TV is the most common.

Watch live and via free-to-air TV

NOTE: For the best viewing experience on mobile, please view landscape.

Consumer Considerations

‘No cost, convenient, easy.’
– Male, 48

‘Easy access and costs nothing.’
– Male, 65

‘I like watching it live. Free-to-air is the quickest and easiest to access.’
– Male, 45

'I'm not interested in watching catch-up if I already know the result.’
– Female, 48

WATCHING LIVE

Watch international sport content 'live'

Six in 10 tune-in to watch international sports content ‘live’

Among Nine audiences who watch any international sports or sporting events, a significant 6 in 10 tune-in to watch live, even to watch sport not in our time zone (higher among men and people under the age of 45).

CONSUMER CONSIDERATIONS

‘So you can experience the emotion and thrill live’
– Male, 39

‘To get the full substance and excitement’
– Male, 42

‘Exciting to watch things live and not know what's happening.’
– Female, 38

Couple laughing at footage on laptop at breakfast

Source: Nine’s Consumer Pulse - Sports Edition, February 2024 (n=4,042)

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Consumer Pulse February 2024

WHAT'S HOT AND WHAT'S NOT

February 2024

The national mood is improving, as Australians look to travel both domestically and internationally, and the rise in popularity of short-term trips are all fuelling opinions and conversations this month.

sky with sunset from the airplane window

2-5 February, 2024

Inside this month’s Consumer Pulse dip

Mood of the Nation >

Senior adult female worried while looking at receipt from grocery store. Rise in price of products concept. Buying consumer goods during inflation. Facing economic downturn. Kitchen unit and paper bag on background, horizontal. closeup

PURCHASE CONSIDERATION >

CONVERSATION STARTERS >

Mood of the Nation

The national mood

Has improved this month following two months of negative emotions being more prominent. This positive rise in emotions comes with increased feelings of being optimistic, as well as relaxed, calm and hopeful being the top three emotions this month.

This month has also seen significant drops in feelings of being stressed, overwhelmed and unsure.

NOTE: For the best viewing experience on mobile, please view landscape.

Dominant mood indicators

The top ten dominant moods are a mix of positive and negative emotions. With the higher net positive emotions, the top four emotions are positive, with feelings of relaxation, calm, hope and optimism topping the list this month. Feelings of being anxious, frustrated and stressed decreased, however these remained the fifth, sixth and seventh most prominent emotions this month.

NOTE: For the best viewing experience on mobile, please view landscape.

Purchase consideration

An international holiday

Is the top purchase consideration for the month (24%), followed by a domestic holiday (23%), clothing (21%) and gardening (17%). Domestic travel saw the largest increase since November 2023 among the purchasing categories. Overall, purchase consideration across all major categories is down four percentage points from last quarter, but this is similar to the levels of consideration seen in August 2023.

NOTE: For the best viewing experience on mobile, please view landscape.

Conversation starters

TRAVEL INTENTIONS

Australians are planning to travel in the next 12 months

73% of Nine’s audiences are planning to travel in the next 12 months; 89% are planning a domestic trip while 65% are planning an international trip.

Of those travelling domestically, 65% are planning two or more trips within the next 12 months.

She looks for directions on cellphone, while walking through Italian village

BRAND CONSIDERATION

With consumers growing desire to travel, as they search for inspiration ensure you have a strong brand presence on relevant platforms.

TRUST IN WEBSITES

People trust online reviews and

for holiday information

Over half of Nine’s audience noted trust in travel websites for information when planning/booking a holiday.

Other trusted sources included family and friends (63%), word of mouth (52%) and online reviews (43%). More than one in three of Nine’s audience under the age of 45 also noted trusting social media as a source for holiday planning information.

BRAND CONSIDERATION

Maximising platforms with highly engaged travel readers will benefit your brand as a source of truth for travel experiences.

Explore Traveller

The popularity of short-term trips

of Nine’s audience said their next trip will be less than two weeks

Shorter trips were especially popular among the female audience, with 34% saying their next trip would be less than seven days (in comparison to 27% for the male audience).

Those who take shorter trips are also likely to travel more often. People who noted their next trip being under a week are planning on average 2.9 trips in the next 12 months, compared to 2.2 for those who plan their next trip to be more than a week.

BRAND CONSIDERATION

If your brand lives in the travel space, offering unique and engaging experiences tailored to short-term trips will help to entice travellers and reap rewards for your brand.

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Want to know more?

Contact your Nine representative directly, or fill out the form and we'll be in touch.

December Data

Powered Predicts 2024

Discover the big trends driving big ideas

Powered Predicts is a culmination of an extensive body of research that seeks to underpin the emerging trends in media, marketing and advertising, designed to give your brand a crystal ball into the year ahead.

Now in its 4th year, Powered Predicts is designed to be a leading source of insight into the ever-changing face of marketing, providing a roadmap for our advertising partners to help them navigate the year ahead.

To inform these predictions, the team draws on consumer research and category shifts, creative effectiveness studies, cultural forecasting and the business objectives driving advertisers’ media briefs. This means that our “top 9” list is eclectic, but it reflects the diverse range of sources and analysis that shaped it. From simplifying a complex world to the crisis commerce, Powered Predicts offers brands an intriguing and invaluable glimpse into the year ahead.

Toby Boon

Director of Strategy and Insights, Powered

To explore the future together, and delve deeper into these trends, please request a tailored presentation by completing this form.

Talking Media with Nine: Data, AI and Marketing – Charting the Uncharted in 2024

Episode One

Data, AI and Marketing - Charting the Uncharted in 2024

MARKETERS ARE ON THE FRONT LINE

Nine’s Liana Dubois and Suzie Cardwell with ADMA’s Andrea Martens discuss incoming post-privacy, post-cookie impacts

Seismic shifts in data privacy, the demise of third-party cookies, and the burgeoning influence of Artificial Intelligence (AI) make 2024 “the most pivotal year for marketers in decades,” warns ADMA CEO Andrea Martens, with marketers “on the front line” for ensuring compliance under the new rules of engagement. Nine’s CMO Liana Dubois, Chief Data Officer Suzie Cardwell and ADMA CEO Andrea Martens, unpack what’s coming rapidly down the track.

Data privacy impacts

The year heralds the most extensive review of the Privacy Act since its late-1990s inception. What we know so far is these changes redefine personal information and place new demands on businesses. Companies must adapt to these legal shifts, balancing the collection and use of consumer data with heightened transparency and ethical considerations. This evolution challenges marketers to rethink their data strategies, pushing them towards more responsible and transparent practices in how they handle customer information.

In another seismic shift, the imminent removal of the Small Business exemption spells a broader impact. Marketers across businesses of all sizes now face the challenge of pre-emptively considering the use of data, weighing its benefits against privacy and ethical risks. The narrative shifts from data collection to responsible data stewardship, emphasising consent, transparency, and consumer protection. As ADMA CEO Andrea Martens puts it: “There’s a real shift in the onus of responsibility from customer to the business to act more responsibly, and to be more transparent in the data practices and notices. Businesses will need to decide if collecting data is worth the risk.”

Cookies crunch

Suzie Cardwell addresses the game-changing scenario of third-party cookie deprecation, a move set to redefine digital advertising. This development underlines the importance of first-party data, marking a critical juncture for targeted communication and audience engagement strategies. The reliance on third-party cookies has been a cornerstone of digital marketing; its absence necessitates a fundamental reassessment of targeting practices. Marketers are now compelled to develop more direct, consent-based relationships with consumers, fostering trust and relevance in an increasingly privacy-conscious world. Cardwell stresses the importance of transparency in data collection and consent management, especially with new types of data being considered personal information. “We need to make sure that with those new types of data, if we are collecting it, first of all, we're very transparent with the consumer about the fact that we're doing that” she says. Plus, if people decide they don’t want their data held, businesses need to make opt-outs easy.

AI
ascendancy

AI’s ascent in the marketing domain offers a blend of challenges and opportunities. It automates mundane tasks, freeing marketers to focus on creative and strategic endeavours. However, ethical considerations and the need for responsible AI governance cannot be overstated. The integration of AI in marketing must be approached with a blend of enthusiasm and caution, ensuring data integrity and ethical usage. AI's potential to personalise customer experiences is counterbalanced by the need for transparency and adherence to privacy norms. Liana Dubois sees AI's potential to enhance customer experiences and personalise marketing efforts as significant, but it must be balanced with ethical considerations. She says: “The idea of [AI] can only be as good as the tradesperson using it.”

CMO warning

Businesses that are already applying best data practices “don’t need to be worried” about incoming privacy law changes, says Martens. “It is the marketers that believe compliance sits somewhere else in the business, that it sits with the legal teams or their agencies, they’re actually the ones that need to get across the changes. Because the reality is that the marketers are the ones that are going to be at the front line … It is not something that can be delegated to another department.”

In this context, internal collaboration within companies takes on paramount importance. As organisations grapple with the complexities of new data privacy regulations, the phasing out of third-party cookies, and the ethical integration of AI, the need for cohesive internal strategy becomes clear. Departments such as marketing, legal, data management, and technology must work in unison to navigate these changes effectively. This internal synergy is not just about compliance or technology adoption – it’s about creating a unified vision that places the consumer at the forefront, ensuring that all facets of the company are aligned in their approach to these new challenges.

Summary

The year 2024 marks a significant turning point for marketers. Balancing the technical aspects of data privacy, cookie deprecation, and AI with the art of creativity and consumer centricity will be key to navigating these changes successfully. As we embrace these challenges, the internal focus must be on transparency, ethics, and collaboration whilst building trust and providing value to the consumer.

Key take-aways:

Embrace transparency in data handling: Understand and adapt to evolving data privacy regulations. Be clear about what data you’re collecting and why, ensuring transparency with consumers.

Focus on first-party data: With the deprecation of third-party cookies, shift your focus to building and leveraging first-party data. Develop direct relationships with your audience based on trust and consent.

Collaborate for better insights: Work collaboratively within your organisation and with external partners to share insights and strategies. This can help in better understanding and navigating the changing marketing landscape.

Prepare for AI integration: Acknowledge the role of AI in marketing and prepare for its ethical and effective use. AI can automate routine tasks and enhance customer experiences, but it must be managed responsibly.

Stay informed and adaptable: Continuously educate yourself about new laws, technologies, and market trends. Be adaptable in your strategies to stay ahead in a rapidly evolving digital environment.

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