May 2024

Consumer Pulse May 2024

WHAT'S HOT AND WHAT'S NOT

The national mood is on the decline and clothing is the top purchase consideration for the month. The importance of coverage and price when choosing telcos, and providing regular schedules for activities are all fuelling opinions and conversations this month.

Young Asian woman standing outside a boutique looking at window display while shopping in shopping mall. Window shopping. Sale season

3-6 May, 2024

Inside this month’s Consumer Pulse dip

Young woman at home with laptop on desk having a break

Mood of the Nation >

Caucasian women planning trip with map on wooden table

AUSTRALIAN VALUES >

Cheerful clothing store employee scans a customer's loyalty card or credit card at checkout. The woman is shopping with her elementary age daughter.

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood has dipped in May 2024 back to a higher net negative mood. Australians are feeling more annoyed and frustrated in the current times. Overall, net negative emotions are ahead of positive emotions.

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. 4 of the top 5 feelings are positive with feelings of calm, relaxed, hope and optimism up the list this month. Feelings of being frustrated, anxious, stressed, annoyed and overwhelmed are the 3rd, 6th, 7th, 9th and 10th most dominant moods this month.

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

Australian values

Purchase consideration

Clothing is the top purchase consideration for the month (29%) followed by an international holiday (27%), a domestic holiday (20%), gardening (19%) and health-related items (17%). Clothing saw the largest increase since February 2024 among the categories (up 7 percentage points). Overall, purchase consideration across all major purchasing categories is up 3 percentage points from last quarter.

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

Conversation starters

Coverage and Price

Of Nine's audience place high importance on coverage and price when choosing telco providers

Nine’s audience place high importance on coverage and price when choosing telco providers.

Among Nine’s audience, over 4 in 5 note the level of coverage and price as being in the three most important items when choosing a telco service.

Nine’s audience under the age of 45 put added importance on data speeds and the duration of a contract/terms, while those over-55 place added importance on privacy and customer service/support.

Young happy couple reached a successful agreement with their insurance agent on a meeting in the office. Focus is on woman.

BRAND CONSIDERATION

For telco providers, placing emphasis on your brands competitive advantage on coverage and price through tailored messaging will in turn strengthen brand recall and trust with your audience.

Perks and Loyalty Programs

Of the under-45s in Nine’s audience note they would like to see more perks being made available by their telco providers

Nine’s audience want perks from their telco providers, but need more information on what perks/loyalty programs are on offer.

7 in 10 of Nine’s audience under the age of 45 note they would like to see more perks being made available by their telco providers, however only 2 in 5 note being aware of what is offered by their telco provider.

Added awareness of perks/loyalty programs would be valuable to this audience.

BRAND CONSIDERATION

To cater to the high demand for added benefits, telco providers should clearly communicate their perks/loyalty programs. Simple and easy-to-understand messaging is particularly beneficial for the under-45s in Nine's audience.

Business man, happy fist and phone notification email with exciting and good news about work deal. Urban corporate person with happiness, surprise and satisfaction with success for career promotion.

Scheduled activities

Of Nine's audience will have specific days of the week they choose to engage in grocery shopping

Among activities Nine’s audience are most likely to plan specific days for: exercise, grocery shopping and appointment scheduling.

When it comes to grocery shopping, 3 in 4 of Nine’s audience will have specific days of the week they plan to do it, with Saturdays the most popular day.

When to exercise is evenly split among the weekdays with different members of the audience planning a range of specific days they wish to exercise.

Scheduling appointments is most commonly a Monday task among Nine’s audience, with Tuesdays and Fridays tied as the second most popular option.

Young Asian father and her little daughter grocery shopping in supermarket. They are choosing fresh organic bell peppers together along the produce aisle. Fruits and vegetables shopping. Routine grocery shopping. Going green and healthy eating lifestyle

BRAND CONSIDERATION

Brands will need to consider the timing of their marketing efforts that will impact their audience's purchasing decision. A marketing schedule tailored to each stage of the buyer's journey can ensure the brand marketing mix reaches at the opportune moment.

April Data

Explore Hub

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

Tell your story in and around the content we know consumers are engaging with most

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Rising Above: Chris Bond’s Paralympic Journey of Inspiration

Chris Bond's Paralympic Journey

As the Paris 2024 Paralympic Games approach, we are inspired by the stories of athletes who have overcome incredible odds to represent Australia on the world stage. Chris Bond, captain of the Steelers Wheelchair Rugby team, shares his journey from an able-bodied Australian to a Paralympic champion. His story is a testament to the unifying and inspiring power of sport.

Growing Up in a Sporting Nation

Chris describes growing up in the 90s in Australia, a sporting nation.

“In my able-bodied youth, my twin brother and I played everything from indoor-soccer and four-square handball to footy to get us through the school day. After the bell we would build jumps and ride our bikes until the streetlights went on. On the weekends it was all about rugby league. We idolised our national teams, gathering around our small box TV with pride as we felt connected to fellow Australians battling it out in their green and gold. Sport was a major part of our lives, keeping us fit, socially connected, and giving us a strong sense of belonging and community."

A Life-changing Diagnosis

Chris’ life took an unexpected turn when he was diagnosed with cancer. Subsequent infections led to the amputation of both legs, his left hand, and all but one finger on his right hand at the age of 19.

"After three years in the hospital system fighting for my life and regaining my independence with my newly acquired disability, I knew that something was missing – my passion for sport. And from there, my eyes were opened to a world of Para-Sport."

Finding Purpose in Wheelchair Rugby

Joining a new community of like-minded people, who had similar life journeys and a shared desire to compete, was the vehicle that drove Chris back to motivation.

"Wheelchair Rugby was the best form of rehab, fitness and therapy for me. It taught me to be grateful for the function I have remaining and gave me hope for the future. It pushed me to do more for myself in everyday life and provided real-world examples of others with severe disabilities achieving what seemed like unattainable milestones."

Determined to pursue his passion, Chris moved from Canberra to Brisbane to start his Paralympic pathway. "I dropped everything I was doing and hit the road with my black lab, at the beginning of a journey that gave me a strong purpose in my new world and reignited my childhood dream."

Becoming a Paralympic Champion

Fast forward over a decade, and Chris Bond is now captain of the Steelers, a two-time Paralympic gold medallist, two-time world champion, father of two, and homeowner living independently on the Sunshine Coast.

"The Paralympic movement has grown tremendously, and we now have the opportunity to consume increasingly impressive Para-sport on free-to-air TV every four years. Australians are now realising that sport is sport, and they love to back the green and gold, regardless of the event. We love a good story of our fellow Aussies having a crack, it’s what unites us."

Uniting through Sport

Chris highlights the growing recognition and inspiration drawn from Paralympic athletes.

"Australians are beginning to get to know our Paralympic athletes and feel inspired by their unique stories in their quest to reach the pinnacle of sport. Nothing has been given, it has all been earned, and that resonates well with the average Australian battler."

Impact on Future Generations

Reflecting on the impact of the Games, Chris says

"I have heard countless stories of kids wanting to be like the Steelers after watching us play - dreaming of one day wearing the green and gold.

Life is full of unexpected challenges. We can’t predict what will happen, how long we’ll live, or what illnesses or injuries might come our way. But seeing a fellow Australian survive a near-death experience, lose their physical abilities, and still smile with determination and purpose is a powerful reminder of the incredible resilience of the human spirit. It shows that no matter the setbacks, we can reset our mindset, set new goals, and achieve our dreams. Life is short, so why wait? Start chasing your dreams now."

Golden opportunity: Creating a lasting legacy

The Paris Games are an opportunity for brands to align with the values of resilience, unity, and inspiration, embodied by our Paralympic athletes. We have never had more access, exposure and connection to the hundreds of individual stories, characters and proud Australian athletes who drive the core message of living a healthier, active and more purposeful life. And the momentum of the Games is set to continue as Australia continues to back ALL athletes, the power of mateship, community and a fair go for all.

Stay tuned for more insights and stories from the Games as we continue our conversation with those closest to the magic.

Find out more

Looking to put your brand at the heart of the Olympic and Paralympic Games on Nine? We'd love to hear from you.

Celebrate the Olympic Spirit: Insights from Anna Meares

Insights from Anna Meares

As we approach the Paris 2024 Olympic and Paralympic Games, Nine is proud to celebrate the history, athlete spirit, and impact of the Games. To start a series of conversations, we had the pleasure of speaking with Anna Meares, the Chef de Mission for the Australian Olympic Team. Her insights offer a profound understanding of the cultural chemistry that animates the Olympics, and in turn engages millions of Australians time and again.

Navigating the Games as Chef de Mission

Meares describes her role as Chef de Mission as multi-faceted.

"Firstly, I am in charge of the environment and culture set for our Australian Olympic Team in Paris. I achieve this by building a leadership team around me, including Olympians Mark Knowles, Kaarle McCulloch, Bronwen Knox, Kyle Vander Kuyp, and Ken Wallace. I work with the Australian Olympic Committee to build relationships with member sports, coaches, high-performance staff, presidents and CEOs to understand their needs and create a cohesive Olympic Team."

Anna's passion for the role is evident as she emphasises the honour and pride she feels in leading the team and working with like-minded, motivated individuals.

The timeless appeal of the Olympic Games

"There is great history in the Games," Anna reflects. "It is great because of the people, the stories, the effort, the love, and the unity through common value and purpose."

Anna's personal connection to the Games began as an athlete, and she found the experience addictive. "To be involved beyond my competitive years, given an opportunity to impact the lives of others as they have their moment in the Games and the Australian Olympic Team, is what gets me up every day."

A multi-sensory celebration

Highlighting the multi-dimensional nature of the Games, Anna says they are

"the biggest multi-sport event in the world and are ‘multi’ in so many ways. They celebrate our multicultural world. The Games are truly multi-sensory, multi-emotional, multi-colourful and multi-dimensional. It is where participation and unity combine with high performance in a showcase that comes around just once every four years. It is a celebration, and one that athletes and other participants savour for the rest of their lives."

The making of an Olympic champion

"For those rare few who stand atop the podium, we all know it takes a great deal from themselves, their family, friends and community. They are exceptional.

There is a lot that must go their way and a lot out of their control. What contributes to those who succeed at the Olympics is that despite there being no guarantee of success, they commit and dedicate as much as anyone else, prepare as much as anyone else, and are able to execute across more facets than anyone else on that one day of competition. You do not have to be perfect. You just have to be better on that one day, in that one moment. To have the composure, confidence, and instinct – not just the physical traits. The body is one thing, the heart and the mind are another."

Memories and moments

Anna's first memory of the Olympics is from 1996, at the age of 12, watching the men's 1500m swimming final at Atlanta on televisions in a shopping centre. She recalls weaving through the crowds to get to the front and witness Keirin Perkins win gold for Australia, and Dan Kowalski silver.

"It wasn't the results that I remember as a young girl, but the impact on an enormous group of people who didn't know them, didn't know each other, but were pulled together through their sporting efforts at those Games." This memory underscores the unifying power of the Olympics.

At her first Games in Athens in 2004, just 20 years of age, Anna felt like she was "plucked from watching to now being inside the TV," surrounded by athletes from various disciplines – 150kg weightlifters, four-foot gymnasts, seven-foot basketballers – as she walked through the Olympic village. Her final Games memory is equally vivid, carrying the flag for Australia at the main stadium and being hit by a wave of noise, colour and lights – a memory she will never forget.

Golden opportunity: Creating a lasting legacy

From iconic city attractions, powerful stories, breathtaking athletic performance and ground-breaking sports to pure entertainment, the Games provide an unparalleled opportunity for brands to make their mark in history. Through Nine’s unified content ecosystem, brands have a unique opportunity to create a legacy, make an impact, and be part of a celebration that resonates with 98 per cent of Australia.

Stay tuned for more insights and stories from the Games as we continue our conversation with those closest to the magic.

Find out more

Looking to put your brand at the heart of the Olympic and Paralympic Games on Nine? We'd love to hear from you.

9Now: Streaming into a bigger, smarter and faster future

Today’s television is live, live streaming and on demand. With a combination of new, innovative solutions, underpinned by our 15 million signed in users, and Australia’s most loved premium content that consistently captivates high-value audiences, 9Now is at the forefront of the digital television evolution.

For consistency, value and simplicity, trust 9Now

9Now is leading the Broadcast Video on Demand category in reach of total audience and the key advertising demographics. Plus, we're growing exponentially.

All this, with a strategy in place to further expand our platform's distribution this year, makes for a marketing powerhouse for brands.

Capturing more Aussies than ever,
9Now is a destination in its own right

Free streaming TV service in Australia

VOD Program with Married at First Sight

Over

Viewers reached every month

Live streaming growth year-on-year

Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, Seven Content, 10 Content, SBS Content, ABC Content, 01/01/2024 -31/08/2024, Total People, Total Minutes Viewed, Cumulative Reach, BVOD Total, When Watched. Source: OzTAM Live, 01/01/2024 -22/09/2024 v 01/01/2023 -23/09/2023. Metric: Minutes, duration 0+, includes coviewing on Connected TV.

Big TV moments reinvented, right here on Nine

Married at First Sight brings everyone together

Season 11 highlights

Total People reach per episode

+1.8M more than Survivor and Idol combined

of the audience are under 39, with 1 in 8 under 24

Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Total People, Nine Content, 8/04/2024, Cumulative Reach, Married at First Sight, Total TV, When Watched.TVMAP VOZ Ranking Report, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Total People, Nine Content, Seven Content, Ten Content, 8/04/2024 v 3/04/2023, Average Audience, Married at First Sight, excludes encores, Total TV, Overnight. OzTAM LIVE + VOD VPM, Married at First Sight, 29/01/2024 - 08/04/2024, includes co-viewing on connected TV devices.

NRL continues to evolve

Total TV reach opening round

Ever audience on 9Now recorded for an opening match

Total TV reach to date +8.3% year-on-year round 1 - finals week 2

Source: VOZ Data 5.0 © OzTAM Pty Limited [2023]. TVMAP VOZ ANALYSER, NATIONAL, 2022 & 2023 Complete Seasons, 2024 Season to Date, S-S 0200-2559, Network Nine & Affiliates, Total TV, TV, BVOD, Cumulative Reach build by date throughout course of NRL Season, based on Matching "Primary Description records = contains FRIDAY NIGHT NRL GOLDEN, KNOCK OFF, ANZAC DAY FOOTY, NRL LIVE, NRL GRAND FINAL, RUGBY LEAGUE FINAL SERIES, Multiple Demos, When Watched Basis.

Streaming the Olympics and Paralympics was an experience like never before

From the Opening Ceremony of the Olympics through to the Closing Ceremony of the Paralympics, 9Now was the place to be for Paris 2024.

8000+

Hours of live content were available to stream

Olympic Guide metadata for live events

Clear, engaging user experiences that are easy to use and intuitive

Dedicated Olympics channels in Full HD

The highest quality streams that are resilient and consistent across all devices

Users could equally explore, locate, and access all Olympics content. Live and catch-up, via the dynamic homepage

Explore more

Unlock a bigger, smarter, faster streaming partner in 2024

FAST channels and FAST ads

New future focused data products

Unlock the potential of AI

Your home of the Olympics and Paralympics

Non-stop content that audiences cannot get enough of.

Drive targeted awareness at scale and drive brand consideration, get your content in front of the right eyes.

Use AI to generate up to 10,000 different creative versions of your ad, to deliver tailored messages to viewers at scale across age, gender, postcode, life stage and intenders segments.

5 weeks of non-stop sport action available exclusively to Channel 9 and 9Now.

Our digital solutions are leading the way

We're entertaining 15 million

authenticated single sign on users

Addressability has been ingrained into 9Now since day one in 2016. This, in combination with owning the largest content digital ecosystem in Australia, delivers the most advanced addressability into Australian living rooms at scale.

Streaming into a bigger, smarter and faster future

Australia's most loved content belongs here

9Now is a streaming first destination designed for audiences to immerse themselves in their most loved programs anywhere, anytime, on the device of their choosing. Across a world of news, sport and entertainment, 9Now features the most recognised content and biggest live events, both locally and internationally produced.

Your story could be told to millions of actively engaged streamers, alongside the country’s biggest marketing moments in 2024.

Explore our brands

For consistency, value and simplicity, trust 9Now.

Send us an enquiry or talk to your Nine representative today for a tailored response.

Upcoming Publishing Features

Make an impact with Australia's best lifestyle content

Our readers are primed for indulgence – new opportunities available across Nine’s leading publishing assets

Enrich your marketing campaign with a publishing partnership with Nine.

Our readers are primed for indulgence and ready to spend. Whether it’s styling their seasonal wardrobe, planning a much-needed getaway, making home improvements, finding inspiration in arts and design or immersing themselves in the gourmet food world, there is plenty of opportunity to wrap your brand around our upcoming special issues.

Across Good Weekend, AFR Magazine, Sunday Life, Traveller, Life & Leisure, Good Food and Fin Magazine, there is an abundance of opportunity to engage our readers with your brand message.

LIFESTYLE & DESIGN

AFR Magazine //

Philanthropy & Women's Watch

On Sale: Friday 24th April

This issue includes the highly anticipated Philanthropy 50 which reveals Australia's 50 biggest private givers. Now in its ninth year, this widely read list is the definitive account of who among Australia's wealthiest people gives away the most. It also sets the tone for the issue which explores the powerhouse that philanthropy has become in Australia.

Also in the issue is our annual women’s watch special. Written and edited by watch editor Bani McSpedden.

Booking Deadline: Wednesday 11th March

Material Deadline: Wednesday 25th March

Good Weekend //

Autumn Style Edit (Gloss)

On Sale: Saturday 28th March

Our Autumn Style Edit is a premium gloss-stock issue that explores style the way intelligent, cultured, and worldly women and men view it - beyond just fashion. It’s about how you live as much as how you look, valuing quality over trends and substance as much as style.

As we transition into cooler weather and embrace the layered elegance of autumn, this special edition celebrates fashion, design, and the essence of a season that’s both stylish and sophisticated.

Booking Deadline: Friday 6th March

Material Deadline: Tuesday 17th March

Fin //

Winter

On Sale: Saturday 28th March

The winter season isn't just a change in temperature, it's a shift in mindset.

In a world of fast trends, Fin Winter Magazine will provide our affluent readers with the 'why' and 'what' offering a sophisticated lens on the upcoming season across travel, fashion, motoring and luxury, in a world that doesn't stop moving.

Booking Deadline: Friday 6th March

Material Deadline: Tuesday 17th March

Sunday Life //

Mother's Day Gifting

On Sale: Sunday 3rd May

Mother's Day is an important date on our Sunday Life calendar which is why we give our readers and valued advertisers the chance to double dip.

On May 3, don’t miss our fabulous Mother’s Day Gift Guide. Packed with inspiration, this year will be filled with gorgeous gifts. From the simple to the splendid, you will find the most creative ways to say I love you.

Booking Deadline: Thursday 9th April

Material Deadline: Thursday 23rd April

TRAVEL

Traveller //

Europe

On Sale: Saturday 14th March

Australians simply can’t get enough of Europe, and nor, for that matter, can readers of Traveller, with each and every edition on the Continent eagerly received by readers. With its population of nearly 750 million spanning more than 40 diverse and culturally-rich countries, the opportunities to experience Europe are endless with our expert writers, some of whom based on the Continent, ready as ever to inspire with the latest and best experiences and destinations.

Booking Deadline: Monday 9th March

Material Deadline: Wednesday 11th March

TRAVELLER //

Americas

On Sale: Saturday 11th April

There is America, and then there is the Americas. Combined, North, South and Central America make for a powerful, and in parts somewhat overlooked, travel proposition, as illustrated by this special edition of Traveller which coincides with the lead up to the 2026 FIFA World Cup. Of course, joint hosts of the mega event, US, Canada and Mexico, feature prominently in this edition though how can we forget the likes of Argentina, Brazil, Chile and Peru, and the rest of Latin America’s exotic allures?

Booking Deadline: Monday 6th April

Material Deadline: Wednesday 8th April

Good Weekend //

Dream Destinations

On Sale: Saturday 23rd May

Australians have long looked to the horizon for inspiration,
and now, the world feels more open and inviting than ever.
In our highly anticipated annual Dream Destinations Issue,
Good Weekend traverses the globe to bring readers the
definitive guide to life beyond our borders.

From deeply personal dispatches by our most renowned
writers to breathtaking glimpses of the world’s most
stunning experiences, this issue is a celebration of the
journeys that stay with us long after we return home. It is an
invitation to dream, a prompt to plan, and a testament to the
enduring power of global discovery.

Booking Deadline: Friday 1st May

Material Deadline: Wednesday 13th May

DIGITAL

Sunday Life & Good Weekend //

Collections

Collections invites our users to engage in an immersive and enhanced relaxing magazine experience, digitally. Collections at Nine Publishing is a hand-selected curation of content pieces into a series with the ability to integrate client brands into a contextually relevant environment. Brands have the opportunity to own this new lean-in digital 'Collection' experience and align to the premium brands of Publishing at Nine.

Contact your Nine representative for more information.

Explore more from Nine Publishing

Find out how your brand can leverage the power of Nine's Publishing assets to drive business outcomes. Request more information.

Consumer Pulse Sport April 2024

WHAT'S HOT AND WHAT'S NOT

April 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.

Ecstatic crowd sitting in the bleachers of a crowded sports stadium raise their hands up and cheer loudly during a professional soccer match as their favorite home football league takes the lead

19-22 April, 2024

Inside this month’s Consumer Pulse- Sport dip

BROOKLYN, NEW YORK - NOVEMBER 7: Crowds cheer on the runners in the New York City 50th Marathon on November 7, 2021 in Brooklyn, New York. (Photo by Andrew Lichtenstein/Corbis via Getty Images)

Consumer Insights >

CONVERSATION STARTERS >

19-22 April, 2024

Consumer Insights

Platforms Nine audiences engage with for sports content

Over 8 in 10 of Nine’s audiences (84%) engaged with sports, sports personalities/ athletes or sports-related content in the past week. Watching sports-related content on free-to-air TV was the most common method of engagement (57%), followed by watching or reading content online (43%) and watching on pay TV or a paid streaming service (41%).

Diverse group of men watching soccer match at home and cheering for Germany team.

Time spent engaging with sport

Among those who engaged with sports in the past week, watching sports on pay TV or a paid streaming service had the highest time spent with an average of 3.5 hours and over-indexed with people aged 50 or older. Approximately 2 hours was spent on average watching sports on free-to-air TV and 2.5 hours on watching a live game/match among those who attended in person (13% of Nine’s audiences).

Sports impact on mood

Watching, reading, or listening to sports or sport-related content had an overall positive impact on Nine audiences last week. 2 in 3 recalled feeling entertained while 2 in 5 felt connected and around one third felt excited and relaxed.

Top 10 emotions when watching, reading, or listening to sports or sports related content

Top 10 Emotions	%
Entertained	66
Connected	43
Excited	37
Relaxed	31
Passionate	23
Hopeful	17
Optimistic	15
Calm	13
Encouraged	13
Frustrated	12

Conversation Starters

Sports and culture

own a sports jersey of a sporting team or athlete

The significance of merchandise for fans and their families

In addition to watching, reading, or listening to sport-related content, around a third of Nine’s audience own a sports jersey of a sporting team or athlete. This is significantly higher among men (46%), particularly those in their 40s (58%). One third of Nine’s audiences own other merchandise of a sporting team or athlete and 1 in 4 have a membership to a sporting club.

Also, 1 in 5 claim to have influenced other members of their family, such as their partner, child or pet, with merchandise from their favourite sporting team or athlete.

BRAND CONSIDERATIONS

Sporting merchandise serves more than just apparel or accessories; its a tangible expression of identity and connection. Crafting marketing campaigns that not only showcase the products but also emphasise the emotional significance they hold for fans can deepen brand loyalty and foster a sense of belonging within a sports community.

Portrait of young woman watching a cycling jersey in a sport store.

Inclusion and Diversity in Sport

The majority of Nine’s audience support people from multicultural backgrounds (81%) and people with disabilities (75%) participating in professional sports. 1 in 2 support professional women’s sporting codes, significantly higher among men under the age of 40 (59%). Support for transgender and non-binary people participating in professional sports is less widespread (only 28%), although it rises to 44% among women under 40.

support people from multicultural backgrounds participating in professional sports

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

Female football players having fun on training

Brand Considerations

Representing diversity and inclusivity within your brand may not only strengthen connection with your audience but also contribute positively to the broader conversation around diversity in sport.

Sports and Pop Culture

watched a sporting event mostly for the pre-show or half-time entertainment

Nine audiences under the age of 40 are significantly more likely to admit they enjoy the social aspect of sport more than the sport itself, and overall, 1 in 10 have watched a sporting event mostly for the pre-show or half-time entertainment.

LAS VEGAS, NEVADA - FEBRUARY 11: Usher and Lil Jon perform during the Apple Music Super Bowl LVIII Halftime Show at Allegiant Stadium on February 11, 2024 in Las Vegas, Nevada. The Kansas City Chiefs defeated the San Francisco 49ers 25-22 in overtime. (Photo by Ethan Miller/Getty Images)

BRAND Considerations

Recognise the evolving preferences of younger audiences and look for ways to amplify your brand message through the social and entertainment opportunities beyond the playing field, which in turn will help drive memorable experiences and deeper connections with your audience.

Australian sporting codes abroad

support Australian sporting codes being played or aired internationally along with international sporting codes being aired locally

Young men driving support for Australian sporting codes abroad

Among Nine’s audience, 3 in 4 support Australian sporting codes being played or aired internationally along with international sporting codes being played or aired locally. Support for Australian sporting codes being played or aired internationally rises significantly to 88% among men under 40.

BRAND CONSIDERATIONS

Brands should consider fostering a sense of pride in Australian sports culture. Engaging with audiences, particularly younger men, who exhibit heightened support for Australian codes on the global stage can further solidify the brand's role as a leading advocate for the expansion and celebration of sports beyond borders.

SYDNEY, AUSTRALIA - APRIL 19: Waratahs fans during the Super Rugby Women's Semi Final match between NSW Waratahs and ACT Brumbies at Allianz Stadium on April 19, 2024 in Sydney, Australia. (Photo by Jason McCawley/Getty Images)

Source: Nine’s Consumer Pulse - Sports Edition, April 2024 (n=2,369)

GET IN TOUCH

Want to know more?

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

March Data

Explore More

Month: May 2024

Consumer Pulse May 2024

May 2024

Inside this month’s Consumer Pulse dip

Mood of the Nation

The national mood

Dominant mood indicators

Australian values

Purchase consideration

Conversation starters

Want to know more?

Tell your story in and around the content we know consumers are engaging with most

Rising Above: Chris Bond’s Paralympic Journey of Inspiration

Chris Bond's Paralympic Journey

Celebrate the Olympic Spirit: Insights from Anna Meares

Insights from Anna Meares

9Now: Streaming into a bigger, smarter and faster future

Upcoming Publishing Features

Consumer Pulse Sport April 2024

April 2024

Inside this month’s Consumer Pulse- Sport dip

Consumer Insights

Platforms Nine audiences engage with for sports content

Time spent engaging with sport

Sports impact on mood

Top 10 emotions when watching, reading, or listening to sports or sports related content

Conversation Starters

Want to know more?

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