Month: April 2025

Consumer Pulse April 2025

ConsumerPulse_TT
IMAGE TILES 3

WHAT'S HOT AND WHAT'S NOT

April 2025

The national mood is on the decline; Australians are valuing health and family security; consumption of podcasts and audiobooks is increasing; 4 in 5 of Nine’s audience are making investments/savings are all fuelling opinions and conversations this month.

Informal meeting with mortgage advisor, discussion, paperwork, agreement

4-7 April, 2025

Inside this month’s Consumer Pulse dip

Deutschland,Baden-Württemberg,mannheim,business,lifestyle

Mood of the Nation >

Having fun listening to music

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood has declined further, reaching the lowest levels since August 2021, with a higher net negative mood. Australians are feeling more pessimistic, skeptical and annoyed. Overall, net negative emotions are ahead of positive emotions, a trend that has continued for the past four tracked months.

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

Dominant mood indicators

The top 10 dominant moods are a mix of positive and negative emotions. The top 3 feelings are positive, with calm, relaxed and hopeful topping the list this month. Feelings of being anxious, frustrated and stressed are the 4th, 5th and 6th most dominant moods. 

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

Australian Values

Core values remain strong

Nine audiences value their health primarily. The top three values continue to be led by health, family security and enjoying life when compared to six months ago. Wishes for loyalty and wealth saw increases compared to 6 months ago, while there were drops in Nine’s audience looking for true friendship, pleasure and variation in life.

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

Conversation Starters

Podcast and Audiobook habits

reported increased podcast and audiobook listening over the past 12 months

Among Nine’s audience who use each audio format, 30% noted an increase in listening to podcasts and audiobooks over the past 12 months, while less than 10% of podcast listeners noted a drop in listening.
AM/FM radio programs retained audience, with 4 in 5 respondents noting their listening was unchanged over the past 12 months.

Mature businessman examining documents at desk in office

BRAND CONSIDERATION

With podcast and audiobook consumption on the rise - and traditional radio holding strong - there's a clear opportunity for brands to tap into audio environments that offer both growth and consistency.

Investments & savings

are making investments or savings as part of their investment portfolio

Nearly 1 in 2 of Nine’s audience invest in Australian shares and 1 in 5 invest in international shares.

Younger members of Nine’s audience show a higher likelihood to invest in ETFs and crypto, while the 45+ audience is investing more in superannuation and international shares.

BRAND CONSIDERATION

Nine's audience is already highly engaged with financial planning. Consider content partnerships or thought leadership aligned to trending investment themes (e.g. ETFs for beginners or diversifying into international markets).

Young Asian mother with baby daughter working on her laptop from home while holding her baby girl in her arm. Young working parent doing her home finances in the daytime at the living room.

Trust in News

trust in online news websites as a major source for big events

Online news is the main trusted source for big events

Among Nine’s audience 3 in 4 note trust in online news websites as a major source for big events, with TV news programs the second most trusted source.

The under-45s show a higher likelihood to trust social feeds (particularly Facebook/Instagram), however this is still well below the level of trust placed on online news websites.

BRAND CONSIDERATION

With majority of Nine's audience turning to online news for major events, this is a prime environment to position your brand alongside trusted content. Consider premium placements during key news moments or custom integration within online news hubs to capitalise on credibility and context.

NineNewsFullBleed
March Data
Explore Hub

GET IN TOUCH

Want to know more?

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

  • This field is for validation purposes and should be left unchanged.
AdobeStock_545905211

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

Explore our brands

Nine’s Q1 Ratings 2025

N4B_EOYRatings_01

Record audiences with strong growth across primetime programs

Television viewing on the 9Network in 2025 has soared to new heights, cementing Nine as the undisputed leader in Australian entertainment.

More Australians than ever are tuning into our powerhouse programs, while BVOD audiences are smashing records at an unprecedented pace.

This unstoppable momentum has propelled the 9Network to its strongest start to a year yet, dominating across all key demographics and Total People.

Nine is home to the biggest shows
in Australia

Australia’s biggest show keeps getting bigger, with Married at First Sight growing its audience by +14.9% year-on-year to record a Total TV audience of 2.5 million per episode. Meanwhile, its BVOD audience on 9Now has soared to over 1 million viewers per episode, marking a +24.9% increase on last year. National Cumulative Reach now stands at an extraordinary 15.1 million viewers across the series. 

Last night’s MAFS finale was the No. 1 program of the night with Total People and all key demos across Australia and in all metro capitals. It secured a National Total TV Reach of 2.899 million and a Total TV National Audience of 1.829 million - up 5.1% year-on-year and the highest rating finale since 2022. On 9Now, it achieved a BVOD audience of 457,000 - up 32.5% year-on-year.

Tipping Point continues to take the 5pm timeslot by storm, delivering remarkable year-on-year growth of +15.4% and captivating a National Total TV audience of 670,000 per episode. With a National Cumulative Reach of 9.6 million, it has firmly established itself as Australia’s must-watch afternoon game show.

That momentum has carried into our national news audiences, with 9News achieving significant year-on-year growth in all five metro capitals and winning its timeslot across the 5 City Metro and in Sydney, Melbourne and Brisbane. More Australians are tuning in, with +11.1% more viewers year-on-year (National Total TV audience 1.1 million) and a 53.8% increase in BVOD viewership on 9Now (National BVOD audience 105,000 per episode).

Australia’s most-watched nightly public affairs program, A Current Affair, continues to dominate, with viewership growing by +9.2% year-on-year to reach a National Total TV audience of 1 million each night.

60 Minutes continues to deliver powerful investigative journalism that resonates with Australians, achieving strong year-on-year growth of +12.1%. For the year-to-date, the iconic current affairs program boasts a National Total TV audience of 909,000, reinforcing its position as a must-watch on Sunday nights.

Meanwhile, Today has posted strong audience gains, growing by +1.4% year-on-year and attracting a National Total TV audience of 319,000 each morning.

The Australian Open once again proved to be a ratings juggernaut, with 12.4 million viewers tuning in to Nine’s world-class coverage of the Grand Slam. The 2025 Australian Open was the highest rating since Ash Barty’s sensational run in 2022.

Our NRL coverage has also seen impressive year-on-year growth (up 10.4% year-on-year), with more fans tuning in across broadcast (up 7.2%) and BVOD (up 34.1%) to watch the game’s biggest stars in action. It’s the strongest start to the NRL season in VOZ history.

As the home of the biggest sporting moments, Nine continues to dominate live sport, delivering thrilling action to millions of Australians.

And this is just the beginning - Nine’s powerhouse sporting lineup will keep fans on the edge of their seats throughout the year, with the NRL, State of Origin and the Melbourne Cup Carnival all set to deliver blockbuster audiences.

 

200722_Nine_Executives_Michael_Healy_0736

“These outstanding results highlight the strength and breadth of Nine’s programming slate and the deep connection Australians have with our content. Married at First Sight continues to set the benchmark, capturing the nation’s attention like no other show on television. We’re thrilled with the phenomenal success of Tipping Point, which has re-energised the 5pm timeslot, and the continued growth across 9News, 60 Minutes, A Current Affair and Today is incredibly encouraging. The Australian Open once again delivered blockbuster audiences and our NRL coverage is going from strength to strength.

“It’s also pleasing to see commercial free-to-air television as a whole experiencing renewed growth, with audiences up 4.9% year-on-year - the best result since 2022. It’s clear that free-to-air television is not just surviving - it’s thriving.”

MARRIED AT FIRST SIGHT

  • National Total TV Audience of 2.6 million per episode (up 14.9% year-on-year)
  • National Broadcast TV Audience of 1.5 million per episode (up 10.0% year-on-year)
  • National BVOD Audience of 1 million per episode (up 24.9% year-on-year)
  • National Cumulative Reach of 15 million 

 

9NEWS (Mon to Fri)

  • National Total TV Audience of 1.1 million per episode (up 11.1% year-on-year)
  • National Broadcast TV Audience of 1 million per episode (up 8.1% year-on-year)
  • National BVOD Audience of 105,000 per episode (up 53.8% year-on-year)
  • National Cumulative Reach of 13.2 million

 

A CURRENT AFFAIR

  • National Total TV Audience of 1 million viewers per episode (up 9.2% year-on-year)
  • National Broadcast TV Audience of 920,000 per episode (up +6.3% year-on-year)
  • National BVOD Audience of 101,000 per episode (up 45.2% year-on-year)
  • National Cumulative Reach of 11.4 million

 

60 MINUTES

  • National Total TV Audience of 909,000 per episode (up 12.1% year-on-year)
  • National Broadcast TV Audience of 789,000 per episode (up +8.7% year-on-year)
  • National BVOD Audience of 121,000 per episode (up 40.5% year-on-year)
  • National Cumulative Reach of 7.1 million

 

TODAY

  • National Total TV Audience of 319,000 viewers per episode (up 1.4% year-on-year)
  • National BVOD Audience of 40,000 per episode (up 31.0% year-on-year)
  • National Cumulative Reach of 7.2 million

 

TIPPING POINT AUSTRALIA

  • National Total TV Audience of 670,000 viewers per episode (up 15.4% year-on-year)
  • National Broadcast TV Audience of 616,000 per episode (up 12.7% year-on-year)
  • National BVOD Audience of 54,000 per episode (up 59.6% year-on-year)
  • National Cumulative Reach 9.6 million

 

BIG MIRACLES

  • National Total TV Audience of 736,000 viewers per episode (up 14.2% year-on-year)
  • National Broadcast TV Audience of 558,000 per episode (up 9.1% year-on-year)
  • National BVOD Audience of 178,000 per episode (up 33.6% year-on-year)
  • National Cumulative Reach of 4.6 million

 

UNBREAKABLE: THE JELENA DOKIC STORY 

  • National Total TV Audience of 1.302 million
  • National Broadcast TV Audience of 1.022 million
  • National BVOD Audience of 279,000

 

DANGEROUS LIES - UNMASKING BELLE GIBSON

  • National Total TV Audience of 1.187 million
  • National Broadcast TV Audience of 929,000
  • National BVOD Audience of 258,000

Broadcast Television – Free-to-air network shares 6pm to midnight - 2025 Q1

Network Network Network Network Network
25-54 37.5% 26.2% 18.0% 12.6% 6.0%
16-39 40.7% 25.1% 16.6% 13.2% 4.4%
GS 18+ 32.1% 28.1% 14.0% 17.6% 8.2%
Total People 32.0% 28.1% 14.2% 17.8% 7.9%

Source: OzTAM VOZ 5.0 Data, When Watched, 01/01/2025-31/03/2025, Audience, 1800-MN, 5 City Metro, Broadcast TV only (excluding spill)

BVOD commercial shares - 2025 Q1

25-54 52.7% 33.4% 13.9%
16-39 57.1% 30.4% 12.5%
GS + Ch 49.9% 35.4% 14.7%
Total People 50.1% 35.6% 14.3%

 

Source: OzTAM VOZ 5.0 Data, When Watched, 01/01/25-31/03/24, Comm Share, 0200-2600, National, BVOD only (including spill)

Program Aud Source: TVMAP VOZ Program Analyser, OzTAM VOZ Data, 1/1/2025 - 31/03/2025 v STLY, Overnight, 9News M-F, A Current Affair, 60 MInutes, Today, Tipping Point Australia, Australian Open; NRL Season to date, Overnight, 2/03/2025 - X/X/2025 v STLY; Consolidated 28 as at X Married at First Sight, Big Miracles, 27/01/2025 - x/x/2025 v STLY, National, Average Audience, Cume Reach (C28 Big Miracles, When Watched MAFS, AO, Overnight all other programming), Total TV.

For more information

Terry Stuart
Senior Communications Manager
tstuart@nine.com.au

Adrian Motte
Senior Communications Manager
amotte@nine.com.au

Contact us for more information on how your brand can leverage the power of premium content on Nine to deliver real business outcomes.

  • This field is for validation purposes and should be left unchanged.