Month: February 2024

Consumer Pulse Sport February 2024

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WHAT'S HOT AND WHAT'S NOT

February 2024

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.

Explore the hub
Gymnast

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.

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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.

Watching TV
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
Matildas1
Australian Cricket Team2
Sydney Swans3
Australian Olympic Team4
Collingwood5

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

Top 10 Athletes Rank
Sam Kerr1
Pat Cummins2
Alex De Minaur3
Daniel Ricardo4
Steve Smith5
Oscar Piastri6
Alyssa Healy7
Minjee Lee8
Jannik Sinner9
Emma McKeon10
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

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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

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

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Consumer Pulse February 2024

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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

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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 >

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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.

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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.

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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.

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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.

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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
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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.

Mature couple lying in camper van

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.

GET IN TOUCH

Want to know more?

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

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December Data

Powered Predicts 2024

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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. 

LookingAhead_Mob_2
01_FullSpectrumFeels
02_SimplifyingAComplexWorld
03_SonicBoom
04_MasculinityRecalibrating
05_RealityCheck
06_CrisisCommerce
07_LongerFormRenaissance
08_MultidimensionalAthletes
09_CreativitysNextFrontier
LookingAhead_2
01_FullSpectrumFeels
02_SimplifyingAComplexWorld
03_SonicBoom
04_MasculinityRecalibrating
05_RealityCheck
06_CrisisCommerce
07_LongerFormRenaissance
08_MultidimensionalAthletes
09_CreativitysNextFrontier

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.

TobyBoon_HS_BW_1

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.

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