Consumer Pulse May 2024

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WHAT'S HOT AND WHAT'S NOT

May 2024

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.

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3-6 May, 2024

Inside this month’s Consumer Pulse dip

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.

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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.

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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.

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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.

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Rising Above: Chris Bond’s Paralympic Journey of Inspiration

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Chris Bond's Paralympic Journey

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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.

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

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Celebrate the Olympic Spirit: Insights from Anna Meares

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Insights from Anna Meares

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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.

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

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

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Today’s television is live, live streaming and on demand. With a combination of new, innovative solutions, underpinned by our 14.5 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.

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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

Growing BVOD platform

Nearly

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, 01/01/2024 -30/04/2024, Total People, P 25-54, P 18-39, Average Audience, Cumulative Reach, BVOD Total, When Watched. Source: OzTAM Live + VOD VPM, 01/01/2024 -30/04/2024 v 01/01/2023 -30/04/2023. 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

+M
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.

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NRL continues to evolve

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Total TV reach opening round

Ever audience on 9Now recorded for an opening match

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Total TV reach to date +6.4% year-on-year Round 1-10

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

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Streaming the Olympics and Paralympics will be an experience like never before

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

8000+

Hours of live content

Olympic Guide metadata for live events

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

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Dedicated Olympics channels in   Full HD

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

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

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

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We're entertaining 14.5 million

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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

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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.

For consistency, value and simplicity, trust 9Now.

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

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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

Fin Magazine //

Spring

On Sale: Saturday 17th August

Fin is a lifestyle magazine, created by the team behind The Australian Financial Review Magazine.​

Visually sumptuous, discerning and a joy to read, Fin Magazine inspires readers with the best lifestyle content on offer to Australian consumers​.

Ahead of each season it will offer an authoritative take on all things the AFR readers should spend their discretionary money on.

Booking Deadline: Friday 5th July

Material Deadline: Friday 12th July

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Life & Leisure //

Call of the Ocean

On Sale: Friday 9th and Saturday 6th August

Life & Leisure directly connects your brand with Australia's most affluent shoppers.

From a long winter, Life & Leisure embraces the promise of summer with a bumper edition dedicated to the sea.

Booking Deadline: Friday 2nd August

Material Deadline: Monday 5th August

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Life & Leisure //

Fathers Day/Men's Fashion +Father's Day Gift Guide

On Sale: Friday 23rd and Saturday 24th August

What do you get the man that has everything? Plenty. Life & Leisure’s annual Father’s Day edition is back and whether your dad is into sports, watches, travel, motoring, tech, fashion or wines and fine dining, our gift guide has inspiration for them all.

Plus:

- The men's jewellery category goes off, with wonderful wearables from the likes of Gucci, Louis Vuitton, Hermes, Cartier and Paspaley
- Masters of menswear: The Australian brands who've figured what men really want
- Time bottled: The experience of tasting a $215,000 whisky takes our London correspondent by surprise.
- Travel adventures dads will adore and much more.

Booking Deadline: Friday 16th August

Material Deadline: Monday 19th August

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Life & Leisure //

About Time-Gloss

On Sale: Friday 6th and Saturday 7th September

Life & Leisure's About Time gloss special issue returns for its second year.

Due to popular demand from subscribers and partners, the About Time Watch Weekend will run over 2 weekends in Melbourne (14 & 15 September) and Sydney (21 & 22 September).

The L&L gloss special will be available via its usual publishing channels in print and online the week prior to the Melbourne event. The edition will also be available at all participating watch boutiques on event days.

Booking Deadline: Friday 9th August

Material Deadline: Friday 16th August

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FASHION

Life & Leisure //

Fashion/Spring Racing

On Sale: Friday 13th and Saturday 14th September

Life & Leisure's fashion special edition hits the shelves this September, just in time for spring racing season, the most important fashion calendar opportunity of the year!

Our fashion writers are hard at work to bring our readers breaking stories for the season.

Booking Deadline: Friday 6th September

Material Deadline: Monday 9th September

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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. 

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

Talking Media with Nine: Paint by Numbers – How Data, Strategy and Creativity Combined Make Magic 

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Episode Six

Paint by Numbers - How Data, Strategy and Creativity Combined Make Magic 

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CREATIVITY AND DATA IN TANDEM

Econometrics, creative effectiveness and pre-testing perils unpacked: Previously Unavailable’s James Hurman and Magic Numbers’ Dr Grace Kite on what CMOs finalising FY25 budgets need to know

Deep in the weeds of econometrics, creative effectiveness and their impact on growth, Previously Unavailable’s James Hurman and Magic Numbers’ Dr Grace Kite say marketers can harness both in tandem to drive greater growth, make better bets on which ads and which channels will deliver best bang for buck – and link their efforts directly to the P&L. Just don’t fall into the creative development research trap – or believe everything Scott Galloway says about advertising.

Read More

The gold standard

As marketers wrap up 2025 budget planning, a good chunk of them will be using econometric modelling – interchangeable with market mix modelling or MMM – to inform those decisions. Smart move says Dr Grace Kite, founder and economist at magic numbers.

Econometrics, says Dr Kite, is the “gold standard of marketing measurement”. In simple terms, “it’s untangling all the things that make your sales move the way they do and explaining that”, so the likes of the CFO can see the returns marketing is delivering.

It also helps to prove whether ad creative actually works, which channels “give you the best bang for your buck; which combination of channels work really well; which have longer lasting effects and shorter-term effects; and which work best with which creative idea,” she says. Basically, “all of those fantastic things that are going to help you make your media plan the best it can possibly be next year”.

Crucially, says James Hurman, founding partner at Previously Unavailable, econometrics also helps marketers prove both their value.

“What's really cool is everyone in the organisation has their bias – they think it was their thing that did the job and made the sales increase. And most people outside of the marketing department are pretty suspicious about whether the marketing did anything,” says Hurman.

“It's very easy to discount the effects of creativity and advertising. What econometrics can help you do is really make that case and prove that the work made a difference, so we [the business] should continue to invest in that sort of work. In terms of the ‘marketing of marketing’ within an organisation, it’s just such a useful tool.”

Death by research

As marketers prepare to apportion next year’s media budget, Hurman urges brands to make better ads – not paint by the numbers that come out of research or treat that research as predictive. Testing a finished ad for effectiveness is a very different thing to the early-stage stuff, he says, but the two are too often confused.

“Creative development research is only any good if we combine it with the experience, wisdom and judgment of the agency and marketers on the client side,” says Hurman. “Often, if we treat it as predictive and just go with what gets a green light in those early stages, we can go off in the wrong direction and end up with poor outcomes.”

Hurman suggests that is why most ads in creative benchmarking firm System1’s database “score so badly – because they’ve been put through that process, and there been points in that process where we've been put wrong. Because often we’ve thought of things as predictive and used them to get a ‘yes’ or a ‘no’ and only move forward when we get a ‘yes’ from that research,”.

“And that is, unfortunately, the reason why a lot of advertising turns out a bit shit. So I think it’s really important not to confuse creative development research with predictive pre-testing. Because they are totally different things – even though most marketers tend to think of them all as pre-testing.”

Plus, he says, there is no way an early, unfinished concept can be properly appreciated. So killing them off by overly prescriptive research means losing potentially great, brand-building ads.

Consistency across channels = ROI

System1’s data on 15 years' worth of campaigns shows that half of an ad’s effectiveness comes down to the quality of the creative and the other half comes from the media.

Dr Grace Kite says that is why it is critical to turbocharge great creative with enough media spend across multiple channels – and not to chop and change too often.

“Consistency over time and backing your idea for a decent amount of time with a decent amount of money, that's really, really important,” says Dr Kite.

Her research – consistent with findings by the likes of Peter Field, Warc and the IPA – suggests that “the more media channels you use, the higher return on investment you get”.

The challenge is, if brands are pushing ads across “five, six, seven different media channels, it’s a lot of work to get them working together”, says Dr Kite. Hence “consistency across platforms” is key, and Dr Kite thinks ensuring that level of brand consistency “will become a really important skill” as fragmentation continues.

Rational ads crimp future demand

On best bang for buck channel selection, Dr Kite says start-ups and younger brands can find high ROI and rapid traction via simple, tactical stuff such as search, social and performance-type ads. But as brands get bigger and more mature, that stops working, “and performance marketing isn’t good enough anymore”.

“So at that point, things like TV are really important and tend to come out with the highest return on investment,” says Dr Kite, and they also have a halo effect on performance channel investment.

Plus, brand-building channels like TV help prime what James Hurman calls ‘future demand’, which performance marketing by nature can’t do if people aren’t immediately in market and ready to buy. Which is why he and many others urge marketers to focus more on emotion within advertising and less on the rational side of things.

Plant memories, make people feel something

“If [a consumer is] not going to come into the market for six months, or 12 months, then it's all about planting memories not trying to get them to do something they're not going to act on,” says Hurman.

“The reason why TV is so powerful is that it's the best thing for planting emotional memories and feelings into people.

“If we want someone to remember something in 12 months’ time there is no point giving them a fact, because there's no way they will remember it. But they will remember how we made them feel. And if we made them feel great, then when they turn up in the category they're going to bias towards us”.

“When we're rational all the time, we're not able to plant those memories. And then six months later when people come back into the market, they forget.”

Hurman thinks even relatively fast-moving consumer goods brands can underweight future demand building and overweight performance.

He points out that FMCG staples like laundry powder – the original soapbox TV advertisers – are actually aiming at consumers who may be in market only every six months if they are selling packs with 50 or 100 tabs.

“So we think about these fast-moving consumer goods as if they're categories that people are in every day, but they're actually not. Most people come and go and there’s really large amounts of time in between.”

Why Scott Galloway is wrong on advertising …

Both Dr Kite and Hurman are proponents of effective advertising as a cornerstone of brand building, even in an age of fragmentation. But some marketing luminaries, such as Professor Scott Galloway, have suggested otherwise.

“Show me a company that has added more than $100Bn in market cap in the last decade and I’ll show you a company that doesn’t advertise very much” says Galloway.

Hurman’s a Galloway fan, but says that’s not actually true (Mi3 has also debunked that claim). Google, Facebook and Netflix are among the biggest advertisers in the world, says Hurman, while “no company has ever spent more than $20 billion in advertising in one year other than Amazon, and they've done it for the past two years running”.

He says the fact that those companies started off without much advertising – but now are among the biggest spenders in the world – underlines Dr Kite’s point about performance advertising and ‘growth hacking’ maxing out once companies get to a certain size, because they eventually run out of pre-existing demand.

“They reach that point where you end up needing advertising to remain competitive, and that's not a bad thing. That's a tool we have at our disposal to ensure that our companies remain competitive and continue growing.”

… and why big brands grow bigger

Plus, says Dr Kite, those big companies realise that advertising investment delivers a profit multiple – they just haven’t always been able to quantify it. But that’s where econometrics comes in.

She cites the latest Thinkbox study by Ebiquity, GroupM, and WPP-owned Gain Theory, by way of example.

The study pooled £1.8 billion worth of media spend across 141 brands and 14 categories, “and they were able to go all the way through to the profitability of different advertising” says Dr Kite.

Crucially, these were large, mature businesses.

“In terms of profit, they came out with something like £1.90 for every £1 spent in the UK [on advertising]. That's fantastic. You can almost double your money by doing advertising if you are that type of [large] business.”

And that’s just the short-term profit impact, immediate and up to three months out. Long term – 14 weeks to two years – the data showed average ROI of £4.11 for every £1 invested in advertising across the pool.

Interestingly, Dr Kite noted the study found that for those larger businesses, “print, audio and TV were the strongest [channels] on profit”.

Something to bear in mind for those marketers still finalising FY25 budgets.

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Consumer Pulse Sport April 2024

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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

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 %
Entertained66
Connected43
Excited37
Relaxed31
Passionate23
Hopeful17
Optimistic15
Calm13
Encouraged13
Frustrated12

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

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

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Talking Media with Nine: Off the Island – Is Australia’s Distance a Tyranny or an Advantage? ​

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Episode Five

Off the Island – Is Australia's Distance a Tyranny or an Advantage?

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CURIOSITY QUOTIENT

Belinda Rowe and David Alberts: Mindless media, ‘juniorisation’, shallow purpose and why CQ – curiosity quotient – is replacing IQ and EQ in marketing’s future supply chain

High-calibre Australian exports Belinda Rowe and David Alberts have bossed it globally in media, creative agencies and beyond. They think Australia’s marketing supply chain can remain relevant by simplifying, heading upstream, building businesses around curiosity, and better matching more diverse junior and senior talent to where media, marketing and advertising needs to head to survive.

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It's not rocket science

Australia is insulated from the rest of the world. That brings both upside and downside, say two industry heavyweights with global experience at the highest level.

Brash confidence can only get people so far, suggest Belinda Rowe and David Alberts. “Be a learn it all” instead of “a know it all”, says Alberts, while Rowe thinks Australia would benefit from more diverse leadership instead of the same faces job-hopping at the top – and listening to, and employing, a broader, more diverse range of voices full stop.

Meanwhile, they think experience counts now more than ever – yet media owners and agencies continue to shed older heads as Alberts’ “juniorisation” runs rampant. That leaves older staff facing narrowing options and robs junior staff of mentors and imparted wisdom.

Rowe, a former global boss at Publicis-owned Zenith, thinks diversity and difference of thought is why independent agencies are thriving locally and globally as brands recognise that the “cookie-cutter” scale on offer from global holding companies is less relevant now that technology is cheap and widely available.

Alberts, a one-time regional creative director at BBDO, Publicis Mojo and ECD/Chairman at Grey Global before founding leadership network BeenThereDoneThat, thinks media and marketing can solve its problems by stripping back complexity, de-siloing and focusing on what matters, i.e. a race to the top instead of a race to the bottom.

That is, “considered media” and nudging consumers to “buy less, but buy better” versus “TikTok made me buy it”.

The enemy, says Alberts, is “mindless media”. The fix, he suggests, is focusing on relevance and simplicity, with businesses leading from the top on purpose that inspires staff and permeates outwards – enabling brands to walk the talk and giving consumers and customers something genuine to believe in.

In that sense, brands should aim to be more Pukka Tea and less Kendall Jenner-era Pepsi, according to the duo, harnessing the full potential of their collective experience and financial firepower to contribute to culture instead of trying to “own culture”.

Says Alberts: “It’s not rocket science, just talent pointed in the right direction.”

Culture, nuance, diversity, purpose

In a wide-ranging podcast, Rowe and Alberts unpack how the Australian market differs from its global counterparts when it comes to change. Australian CEOs are “much more hopeful about the future of their business”, says Rowe, while in the US, there’s a much stronger “imperative for reinvention” – “they feel that potentially in 10 years that their business might not be relevant as it is today”.

Rowe says that sentiment is something that leaders may look to embrace locally, and for Alberts, it all comes down to the need find different ways of working. “It’s a simpler model, a talent-based model that actually can help solve problems, because we’re not solving a lot of them at the moment,” he says.

Diversity of thought begets better brands, suggests Rowe – and embracing diversity must come from the top so that it flows through the entire organisation. “Because that gets reflected out to what you’re doing in society and how you’re interacting with customers,” she says. “If you don’t have that, if you’re not authentic, if you’re not living your values and your culture internally, then it’s really hard to get momentum.”

Longevity, ageism and curiosity as differentiator

For much of the last century a high IQ was seen as an indicator of problem solving, logic and likely success. Then EQ, or emotional intelligence, came along and seemingly trumped it. But Alberts thinks CQ – curiosity quotient – is the new differentiator.

“Going forward, I think EQ is going to be replaced by CQ,” says Alberts. He thinks it can help solve what he calls the “juniorisation” of media.

“The curiosity quotient is something that can happen at all ages of your journey. In fact, our job now is to help make a more curious workforce. A lot of corporations have got so used to cutting senior people and taking away the agency of the employees and outsourcing the thinking. But if we can find a way to stimulate that curiosity within organisations, then I think you’re going to once again breathe life back into organisations that are stagnating.”

By instilling and rewarding curiosity, Belinda Rowe thinks businesses will find the answers to the existential challenge of remaining relevant in a rapidly changing world – because a diverse, curious workforce will help find those solutions naturally. But that means making work work for the workers.

“We need to look at different models and different ways of working,” says Rowe. “And that is a simpler, talent-based model that actually can help solve problems – because we’re not solving a lot of them at the moment.”

Media, lose the bias; advertisers, think what you’re funding

While social media is eating the lion’s share of digital ad dollars, Alberts suggests those dollars are fuelling division.

“I’m currently very involved in a project for the European Commission on how to tackle hatred in society. It’s a project where we bring 150 citizens from around Europe together to discuss the issues and challenges being faced,” he says.

“One of the things these citizens said is that the whole algorithmic role of social media to get clicks and as a marketing tool is to divide rather than bring people together. I think they really identified the vested interests of those platforms to do that.”

But he says “traditional and independent media”, i.e. legacy publishers, are also increasingly perceived as unbalanced, divisive and part of the problem.

“I think there’s a very strong feeling coming through that the role of different media companies is to put forward their own points of view and use their media channels to divide and conquer as well,” says Alberts.

“Brands need to understand the audiences they’re talking to and where they place their media. But I think people [publishers and platforms] need to start understanding what the citizens of society are looking for and understanding the responsibilities we have in tackling hate in society.”

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