Nine’s Half-Year Ratings 2025

Unprecedented audience gains drive primetime success

Television viewing on the 9Network has sustained remarkable growth throughout the first half of 2025, firmly establishing Nine as the undisputed leader in Australian entertainment.

More Australians than ever are consistently engaging with our powerhouse programs, while our BVOD platforms continue to shatter audience records at an unprecedented pace.

This enduring momentum has propelled the 9Network to its strongest start to a year in ratings history against Total People and the key demos of People 25-54 & People 16-39.

Nine is home to the biggest shows
in Australia

Our growth has been particularly driven by younger audiences, with Total TV viewing up 12.1% with People 16-39 and up 8.8% with People 25-54.

On BVOD, the audience growth is even more pronounced with audiences on 9Now growing by a staggering 28.4% with People 16-39 and by 25.5% with People 25-54.

Our record-breaking year kicked off with the Australian Open once again proving 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.

Married at First Sight is the No. 1 entertainment program of the year to date. The smash hit program enjoyed its highest rating series in VOZ history with an National Total TV Audience of 2.6 million people tuning into every episode (up 16.6% year-on-year). On 9Now, each episode averaged more than 1 million viewers (up 24.9% year-on-year).

State of Origin has broken decade old records, with Game 1 recording its highest ratings since 2016 and Game 2 its highest ratings since 2015. The two matches are currently the two highest rating programs of the year. They each have an average National Total TV Audience of 3.8 million (up 14.5% year-on-year) and a National Cumulative Reach of 7.9 million.

9News is the No. 1 news bulletin across the 5 City Metro and in Sydney, Melbourne and Brisbane. Each weeknight, the bulletin records an average National Total TV Audience of 1.233 million - up 11.5% year-on-year and its best result since 2022. Audience growth is even more significant with the younger demos - up 14.4% with the People Under 55 and up 13.6% with People 16-39.

The first series of The Floor was a ratings smash and is the highest new format launch in VOZ history. The fast-paced trivia show hosted by Rodger Corser secured a National Total TV Audience of 1.4 million per episode and a National BVOD Audience of 210,000 per episode.

Tipping Point is the undisputed No. 1 afternoon game show, with a National Total TV Audience of 845,000 per episode (up 11.2% year-on-year).

Hamish Turner Executive Director 9Network & 9Now says:

“Free-to-air television is demonstrating remarkable vitality and continued growth, proving its appeal as a unifying platform that ensures all Australians can share in our nation's cultural moments."

“These outstanding half-year results underscore the sustained strength and cultural relevance of Nine’s content. We are privileged to deliver free access to premium news, sport and entertainment for all Australians."

“The State of Origin series delivered the year's two highest-rating programs, showcasing the ability of free-to-air to unite the nation. Married at First Sight continues to set the topical benchmark and the phenomenal success of Tipping Point has re-energised the 5pm timeslot. We're also encouraged by double-digit audience growth across 9News and strong performances from 60 Minutes, A Current Affair, and Today. Notably, The Floor is the highest new format launch in VOZ history, reaffirming the importance of our local content.”

MARRIED AT FIRST SIGHT

National Total TV Audience of 2.6 million per episode (up 16.6% year-on-year)
National Broadcast TV Audience of 1.5 million per episode (up 10.0% year-on-year)
National BVOD Audience of over 1 million per episode (up 27.9% year-on-year)
National Cumulative Reach of 15.2 million

9NEWS (Mon to Fri)

National Total TV Audience of 1.2 million per episode (up 11.7% year-on-year)
National Broadcast TV Audience of 1.1 million per episode (up 9.0% year-on-year)
National BVOD Audience of 113,000 per episode (up 48.1% year-on-year)
National Cumulative Reach of 16.7 million

A CURRENT AFFAIR

National Total TV Audience of 1 million viewers per episode (up 6.7% year-on-year)
National Broadcast TV Audience of 940,000 per episode (up 4.2% year-on-year)
National BVOD Audience of 98,000 per episode (up 37.7% year-on-year)
National Cumulative Reach of 15.2 million

60 MINUTES

National Total TV Audience of 809,000 per episode (up 18.0% year-on-year)
National Broadcast TV Audience of 717,000 per episode (up 15.2% year-on-year)
National BVOD Audience of 92,000 per episode (up 46.1% year-on-year)
National Cumulative Reach of 10.3 million

TODAY

National Total TV Audience of 319,000 viewers per episode
National Broadcast TV Audience of 278,000 per episode
National BVOD Audience of 41,000 per episode (up 27.0% year-on-year)
National Cumulative Reach of 9.8 million

TIPPING POINT AUSTRALIA

National Total TV Audience of 845,000 viewers per episode (up 11.2% year-on-year)
National Broadcast TV Audience of 771,000 per episode (up 8.5% year-on-year)
National BVOD Audience of 75,000 per episode (up 53.6% year-on-year)
National Cumulative Reach 13.1 million

BIG MIRACLES

National Total TV Audience of 737,000 viewers per episode (up 14.3% year-on-year)
National Broadcast TV Audience of 558,000 per episode (up 9.3% year-on-year)
National BVOD Audience of 178,000 per episode (up 33.0% 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

LEGO MASTERS

National Total TV Audience of 1.0 million per episode (up 3.8% year-on-year)
National Broadcast TV Audience of 859,000 per episode (up 1.3% year-on-year)
National BVOD Audience of 153,000 per episode (up 34.9% year-on-year)
National Cumulative Reach of 7.6 million

TRAVEL GUIDES

National Total TV Audience of 1.4 million per episode
National Broadcast TV Audience of 1.2 million per episode
National BVOD Audience of 228,000 per episode (up 22.0% year-on-year)
National Cumulative Reach of 6.4 million

AUSTRALIA’S MOST IDENTICAL

National Total TV Audience of 755,000
National Broadcast TV Audience of 677,000
National BVOD Audience of 78,000

THE GREAT DEBATE

National Total TV Audience of 1.129 million
National Broadcast TV Audience of 1.028 million
National BVOD Audience of 101,000

THE HUNDRED

National Total TV Audience of 743,000 per episode
National Broadcast TV Audience of 664,000 per episode
National BVOD Audience of 79,000 per episode
National Cumulative Reach of 5.3 million

THE FLOOR

National Total TV Audience of 1.4 million per episode
National Broadcast TV Audience of 1.2 million per episode
National BVOD Audience of 210,000 per episode
National Cumulative Reach of 6.7 million

AUSTRALIAN CRIME STORIES

National Total TV Audience of 515,000 per episode
National Broadcast TV Audience of 461,000 per episode
National BVOD Audience of 54,000 per episode
National Cumulative Reach of 4.8 million

STATE OF ORIGIN SERIES TO DATE (GAMES 1-2)

National Total TV Audience of 3.8 million (up 14.5% year-on-year)
National Broadcast TV Audience of 2.8 million (up 10.4% year-on-year)
National BVOD Audience of 962,000 (up 28.4% year-on-year)
National Cumulative Reach of 7.9 million

NRL SEASON TO DATE

National Total TV Audience of 562,000 (up 5.4% year-on-year)
National Broadcast TV Audience of 485,000 (up 2.1% year-on-year)
National BVOD Audience of 78,000 (up 32.5% year-on-year)
National Cumulative Reach of 10.1 million

The 9Network is No.1 for Total TV across Australia with all key demos and Total People

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


	Network	Network	Network	Network	Network
25-54	34.2%	27.1%	17.3%	14.2%	7.2%
16-39	37.1%	25.6%	16.1%	15.4%	5.7%
GS 18+	29.5%	28.9%	13.9%	18.5%	9.2%
Total People	29.6%	28.9%	14.0%	18.7%	8.8%

9Now is the No.1 CFTA BVOD platform across with all key demos and Total People

Australia BVOD commercial shares - 2025 First Half


25-54	47.9%	37.1%	15.0%
16-39	51.4%	34.7%	13.9%
GS 18+	45.6%	38.7%	15.7%
Total People	45.8%	38.9%	15.4%

Source: OzTAM VOZ © 2025, When Watched, 01/01/25-29/06/25, Comm Share, 0200-2600, National, BVOD only (incl. spill).

Source Programming: TVMAP VOZ Program Analyser, OzTAM VOZ © 2025, 1/1/2025 - 23/06/2025 v STLY, Overnight, 9News M-F, A Current Affair, 60 MInutes, Today, Tipping Point Australia, Australian Swimming Trials -Finals, State of Origin, The Great Debate; NRL Season to date, Overnight, 2/03/2025 - 22/06/2025 v STLY; Consolidated 28 as at 24/06 Married at First Sight, Big Miracles, Unbreakable: The Jelena Dokic Story, Dangerous Lies: Unmasking Belle Gibson, Travel Guides, The Hundred, The Floor, Lego Masters, Australian Crime Stories, 27/01/2025 - 23/06/2025 v STLY, Australia’s Most Identical (24/06/2025 -25/06/2025), National, Average Audience, Cume Reach (C28 or Overnight all programming excluding MAFS When Watched as at 5/05/2025), Total TV, including Spill.

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.

Impact Over Impressions: The Olympic Multiplier

Anne Gruber,
Director of Content Partnerships - Sport, Olympic & Paralympic Games

In an era of skippable ads, fractured feeds and declining attention, the Olympics remains one of the last true moments of national attention at scale. And in the face of digital distraction, it’s delivering a rare – and proven - multiplier effect for mid-funnel brand outcomes. This isn’t marketing folklore. It’s Nine’s data-backed reality.

So the question for advertisers isn’t “should we show up”.

It’s: “can we afford not to?”

The Data Is In: The Olympic Effect Is Real

"By comparing performance across our entire sport and entertainment portfolio, the results were clear: The Olympic Games consistently outperforms, with up to 3x uplift in mid-funnel metrics like top-box consideration/preference, message agreement and brand relevance. It’s a measurable movement where it matters most, in brand meaning, preference and future action."

Beyond the Numbers: A Movement, Not Just a Media Buy

"The Olympics is a cultural lightning rod. What makes it so powerful is a rare overlap of heightened emotional states and deep national identification – a space where neuroscience meets narrative. This is active viewing, it’s personal, it’s the collective anticipation, the goosebumps in a photo finish, the lump in your throat during the anthem. And when audiences feel more deeply, brands that are present in those moments don’t just land, they last."

Why It Works: Emotion, Identity and Unmatched Cultural Gravity

Neurological supercharge: The science of emotional attention

"Olympic moments live in a different part of the brain. The drama of competition, the raw displays of human endeavour, the suspense of a close finish and the sheer joy or heartbreak of victory – these elicit powerful physiological and psychological responses. In such moments, cognitive defences soften and brand message lands deeper. People aren’t simply watching, they’re feeling. And when they feel, they remember. Brands that show up in this context aren’t intrusions; they’re participants in a shared emotional experience."

Cultural currency: One of the last truly shared national experiences

"In a fragmented world, the Olympics stands as one of the few true "event moments" left in media. It's a unifying cultural phenomenon that transcends demographics, social divides and even typical media consumption habits. For Australians, our deep-seated love of sport and fervent national pride imbues the Games with an almost sacred quality. We gather as a nation, collectively holding our breath, cheering our heroes and celebrating our shared identity. When brands align with that moment it earns cultural relevance that money can’t buy. It enters the national conversation not as an advertiser, but as an ally."

The Creative Imperative: Don’t Just Show Up, Show Heart

"In a uniquely high-receptivity environment, advertisers must fundamentally shift their approach from transactional messaging to emotive storytelling and value-driven communication."

"With the Olympics, the rules are different." moment. Creative must feel seamlessly aligned and tailored to the Olympic spirit. This means understanding the nuances – the specific sports, the athlete narratives, and the national mood.

Creative strategy must:

Lead with emotion: Inspire, move and uplift with messaging that goes beyond functional. Brands like Qantas with its "Already Proud" campaign exemplify this, connecting with the journey and sacrifice of athletes rather than just their destination.

Embrace narrative: Whether it’s in six seconds or sixty, narrative matters. Tie your brand to themes of sacrifice, ambition, unity or resilience to truly win.

Show your values: Authentically integrate your story, don’t just badge-slap. Connect brand purpose to athlete stories or cultural context in a way that feels earned.

Read the room: Be true and stay relevant to the moment. Creative must feel seamlessly aligned and tailored to the Olympic spirit. This means understanding the nuances – the specific sports, the athlete narratives, and the national mood.

The Underestimated Power Play: Reaching 18-39s With Authenticity

"The 18-39s are notoriously elusive in today's media landscape. But younger audiences aren’t unreachable – they're just resistant to generic, traditional advertising. The Olympics breaks that resistance because it delivers what they crave: authenticity, emotion, cultural heat and a collective conversation."

"While some may consume highlights on social media, the allure of live, shared national moments still holds an immense power. Smart brands are taking bolder risks in building short-form, authentic and shareable content within the Olympic narrative, leveraging athlete influencers and creators with natural alignment."

"This is not about repurposing TVCs for TikTok. It’s about becoming part of the cultural moment younger audiences are actively shaping. The Olympics is a platform for brand building with a capital ‘B’ for younger audiences, driving relevance and tapping directly into the zeitgeist."

Hamish Turner - Executive Director 9Network & 9Now

"The Olympics transcends sport; it's a cultural movement that sets the pulse of the nation. In a world of infinite choice, the Games cut through, delivering unparalleled reach and a profound, shared experience. Brands that understand this become part of the cultural fabric, earning unmatched engagement."  

Stewart Gurney – Director of Strategy and Effectiveness, Nine

 "The Olympics multiplier effect is undeniable. The broadcast offers advertisers a rare opportunity to supercharge brand equity and maximise mid-funnel metrics like nothing else. The heightened state of emotional arousal that viewers are in when they watch the Games means they are more responsive to brand messages. At a time when mass reaching, emotionally charged, cultural relevant, brand-building moments are disappearing, the Olympics gives marketers a rare chance to be unforgettable.”

The Closing Ceremony: Brand Building’s Biggest Missed Opportunity?

Advertising in the Olympics isn't just about moving product – it’s about building long-term meaning. We’ve seen the briefs, campaigns, and case studies, and the brands that get cut-through aren’t the ones that merely ‘show up’ – they’re the ones that show us who they are.

These brands embed themselves in the Games. They become part of the highs, the heartbreaks. Their creative doesn’t just say ‘we’re here’ it says, ‘we believe in what this moment represents’. And it works. Because in a world drowning in transactional noise, audiences reward brands that take a stand, show heart and act with intent. Done well, Olympic campaigns shift perception, build emotional equity and earn trust that outlasts the medal count.

In a market saturated with noise and novelty, the Olympics delivers attention with meaning. It’s one of the few remaining moments where millions of Australians feel the same thing, at the same time – and brands have a front-row seat. But that window doesn’t stay open for long. The real risk isn’t overspending; it’s missing out on the chance to be part of something bigger. To anchor your brand inside a national story and trade impressions for impact. In an era where cultural relevance is the most valuable currency a brand can hold, the Olympics is one of the last platforms that can truly deliver it – fact.

Find out more

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

Leading the Charge: The Spirit of the Winter Olympics

Alisa Camplin,
Chef de Mission

As Australia's Chef de Mission for the Winter Olympics, Alisa Camplin leads the national team with a deep understanding of what it takes to compete at the highest level. Her role is to ensure athletes and officials have everything they need to thrive, fostering a united, high-performing culture both on and off the field of play. Alisa is passionate about the Olympic spirit, dedicated to supporting every individual, and navigating challenges with agility to inspire the team to achieve their best.

Leading the Charge: The Spirit of the Winter Olympics

"As Chef de Mission, my primary role is to ensure our Australian athletes and officials have absolutely everything they need to be at their best at the Winter Olympics – both on and off the field of play. It's about bringing together a diverse group of talented individuals – athletes, coaches, medics, and support staff – to form one united, high-performing team. Our winter sport community already has an incredibly special spirit, and we're working hard to ensure our 'home away from home' in Milano Cortina allows that magical essence to truly uplift everyone. When people feel supported and cared for, they can do amazing things. Part of my role is also to swiftly and calmly tackle any challenges that arise, always seeking to be more agile and adaptive than our competitors, both mentally and practically."

Uniting the World: A Global Convergence

"The Winter Olympics are an incredible coming-together of humanity, where athletes from nearly 100 nations connect through the universal language of sport. Amidst the snow and often brutal conditions, you witness these amazing moments of respect, solidarity, and celebration – not just between teammates, but among competitors from all different nations. Whether you’re in Milano Cortina or cheering from home, you’re part of something truly bigger. For our Aussie winter athletes, it's a special chance to show the world we’re a force to be reckoned with, incredibly proud to represent everyone back home."

Pushing the Limits: Australia’s Sporting Legacy

"The Winter Games have always been about pushing limits – of sport, of changing conditions, and of what people think is possible – against the breathtaking backdrop of imposing Alpine beauty. There’s a rich history of innovation and bravery, blended with adrenaline and tradition, mixed with the sheer wonder of snowfall and blizzards. From our first Winter Olympian in 1924 to the team of around 60 Australians heading to Milano Cortina, our Winter Olympians are an indelible part of Australia’s sporting and cultural story. I vividly remember Kristie Marshall inspiring me back in 1994, sparking my own Winter Olympic dream. We won our first medal at those Games, and we’ve continued to win more and more in every Winter Olympics since."

Milano Cortina: A Spectacular Stage

"Milano Cortina is set to be an incredible host. We'll see around 2900 athletes from 93 nations compete across 16 disciplines in what will be the most geographically spread Winter Olympics ever. From figure skaters in Milan to alpine skiers in Cortina, and our freestyle athletes in Livigno – it’s a vast, stunning stage. We know the Italian communities will deliver an amazing welcome for the world."

Beyond the Medals: The Olympic Ethos

"At its heart, the Olympic Movement celebrates excellence, friendship, and respect. Being an Olympian isn't just about those moments racing on ice or holding an edge on a ski slope. It’s an ethos, a deep commitment to years of training, resilience, and teamwork when the world isn't watching. It’s about seeking personal improvement every single day. The Games are a celebration of this spirit, a chance for athletes to share their dreams, hard work, courage, and desire for personal growth with the world. They show what's truly possible when we strive to be our best, individually and collectively. I genuinely can't wait for Australia to get to know our Winter Olympic Team and be deeply moved by who they are, what they do, and how they do it. "

A Golden Opportunity: Engaging a Captivated Audience

This coming-together of humanity, built on shared values and unparalleled human endeavour, creates an environment unlike any other for brands. During these kinds of special global events, audiences are not just watching; they are deeply engaged, emotionally invested, and highly attuned to content and advertising alike. From the Opening and Closing Ceremonies, to stories of sportsmanship and national victories, it’s an exceptionally good time to reach large audiences who are deeply engaged and captivated by the emergence of next-generation athletes and new sports.

Aligned with the enduring spirit of the Olympic movement, the Winter Games offer brands a golden opportunity to connect authentically, inspire admiration, and forge lasting bonds in a truly unique and impactful way across television, print, digital and interactive content.

Find out more

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

The Fire Within: My Paralympic Winter Journey

Ben Tudhope,
Australian Paralympic Athlete

As Australia's youngest Winter Paralympian at the 2014 Sochi Games, Ben Tudhope has evolved into a formidable force on the snow. Now, as he prepares for his fourth Winter Paralympics, Ben shares his personal journey, the unique challenges of his sport, and his vision for the Paralympic movement, reflecting on a decade of growth and unparalleled determination.

The Fire Within: My Paralympic Winter Journey

"As I head into my fourth Winter Paralympics, I can tell you the fire is still there, burning as intensely as if it were my first Games. To wear that green and gold, to represent my country and make my support network proud, is an honour I've now known for nearly half my life. I can't wait to see the show Italy puts on. I'm in it for the experience and to watch other athletes shine, 100 percent."

The Complex Path: A Unique Challenge

"But make no mistake, the path of a Winter Paralympian is uniquely complex. Winter sports already operate on a smaller scale in Australia, and adding a disability magnifies every challenge. The barriers to entry are significant – financial and geographical hurdles often prevent someone with a disability from ever touching snow or trying a winter sport, making the pathway programs to elite levels incredibly difficult."

Extraordinary Determination: Redefining Limits

"Yet from that challenge emerges extraordinary determination. Winter Paralympians are, in my opinion, some of the most insane athletes you'll ever witness. Imagine visually impaired and sit-skiers hurtling downhill at over 100 kilometres an hour, or four snowboarders battling inches apart on a course of jumps, turns and rollers. And then there's sledge hockey – you simply have to see it to understand. The level of competition across all sports is so high now; athletes push their bodies to the absolute limit for their chance to win. That determination is clear in every moment."

Unbelievable Growth: A Sport Transformed

"Since my first Games in Sochi when I was just 14, the growth of the Paralympic movement has been unbelievable. But what truly makes me proud is the evolution of our specific sports. Para-snowboarding, for instance, has exploded from one person in one event to now having two events, with a third on the horizon. We now race four people on course at the same time in snowboard cross, just like our Olympic counterparts, and the skill level is through the roof – even I struggle to keep up sometimes! I truly believe a main reason for this surge in popularity is that people just want to watch elite sport, pure and simple. "

Visibility and Voice: The Power of Television

"However, despite this growth, the visibility of the Winter Paralympics still lags behind the Summer Games and Winter Olympics, often for those same reasons of accessibility and awareness. That's precisely why it is so powerful and crucial for Channel 9 to be the official broadcaster – to share the incredible stories and extreme action of the Winter Paralympics with the Australian public."

A Celebration: Inclusivity and Adaptability

"Ultimately, the Paralympics empower athletes to inspire the next generation. It’s important to remember that not all people with disabilities are Paralympians, nor do they all aspire to be. But for those two weeks every two years, when the Paralympics takes the spotlight, it's a global celebration of inclusivity, accessibility, and adaptability. The world gets a front-row seat to witness how far people can push their bodies, despite any physical impairment, fundamentally redefining what is possible."

A Golden Opportunity: Connecting to the Unstoppable Spirit

The Winter Paralympics offer brands a unique and incredibly powerful platform to connect with an audience captivated by stories of raw determination, extraordinary human achievement, and the breaking of perceived limits. This is an environment where authenticity shines, and aligning your brand with these inspiring narratives of resilience and growth resonates deeply. When audiences see athletes pushing boundaries despite complex challenges, they are uniquely primed to engage with brands that stand for quality, courage, and true impact.

Leverage this unparalleled stage to elevate your message within a trusted and deeply admired context, fostering connections that transcend advertising.

Find out more

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

Only on TV – The Secret Sauce to Effective Sponsorships

In today’s fragmented world, capturing audience attention is harder than ever. But at Nine, we understand a fundamental truth: great advertising goes hand in hand with great content.

Nine sponsorships open the door to an audience already deeply invested in what they’re watching.

This isn’t just about eyeballs; it’s about authentic engagement where viewers are genuinely invested in the story unfolding before them.

Discover winning strategies with our TV sponsorship playbook.

REQUEST FULL PRESENTATION

Nobody reads advertising. People read what interests them, and sometimes it's an ad.

– Howard Gossage

Nobody reads advertising. People read what interests them, and sometimes it's an ad.

– Howard Gossage

Uncovering what makes a

successful Nine sponsorship

For three years we’ve gone deep into our archives, meticulously analysing Nine’s top performing sponsorships. We reviewed dozens of brands, over 70 campaigns, and more than 200 assets to understand what truly drives impact.

The result?

A powerful playbook revealing 9 Principles that unlock unparalleled effectiveness for your brand.

Tailored TVCs are worth the investment

Be distinctive and interesting

Dismiss billboards at your peril

Context is currency

Logo badging isn’t all bad

Longevity pays off

Viewers enjoy product integrations

Build a sponsorship ecosystem

Reality is the unsung hero of sponsorship

Uncovering what makes a

successful Nine sponsorship

The result?

A powerful playbook revealing 9 Principles that unlock unparalleled effectiveness for your brand.

Hover over the images to see more details.

Cross channel campaigns

results that resonate

The opportunities for brands to connect with consumers through sponsorships on Nine are undeniable.

Our analysis of hundreds of campaigns proves that our strategies deliver:

Deeper connections & unwavering trust

A significant increase in brand consideration

Amplified awareness & last recall

Unrivalled engagement & action

Tailored TVCs generate

more emotion

In-show integrations lead to an average of

31%

more brand consideration

Cross-channel campaigns are

1.4x

more attention grabbing

Source: Versus Untailored TVC, Gemba, Gemba Nine Data 2023-2024, The Trade Desk intelligence and PA Consulting, The Untapped opportunity of Omnichannel, October 2024

TV that grips more Aussies than ever before

Experience the unparalleled power of TV to connect, engage, and grow your brand. See why nothing captures attention and builds connection like television on Nine.

Don't miss a moment

Check out our sizzling hot line up still to come.

An opportunity you

can't afford to miss

When thinking about sponsorships ask yourself these five questions:

Are you fully leveraging the power of tailored content?

Are you being distinctive in your creative and media choices?

Have you tapped into the asset multiplier effect?

Are you aligning your brand with cultural movements?

Are you building a robust sponsorship ecosystem?

1

Are you fully leveraging the power of tailored content?

2

Are you being distinctive in your creative and media choices?

3

Have you tapped into the asset multiplier effect?

4

Are you aligning your brand with cultural movements?

5

Are you building a robust sponsorship ecosystem?

Consumer Pulse June 2025

WHAT'S HOT AND WHAT'S NOT

June 2025

The national mood is improving; Labor and Greens voters show financial optimism; Free-to-air TV and Web/search engines lead media consumption; Shared TV screens help people unwind and relax are all fuelling opinions and conversations this month.

Photo of a young woman watching TV in the bedroom of her apartment; eating sushi and enjoying her night at home alone.

6-9 June, 2025

Inside this month’s Consumer Pulse dip

Portrait of old woman standing by wooden house.

Mood of the Nation >

Pov hands of person holding a remote control front a tv

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood continues to improve in June 2025, back to a higher net positive mood. Australians are feeling more relaxed and calmer in the current times. Overall, net positive emotions are ahead of negative emotions.

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 5 feelings are positive, with relaxed, calm, hopeful, optimistic and safe topping the list this month. Feeling anxious and frustrated are the 6th and 7th most dominant moods this month.

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

Conversation Starters

Financial Optimism

believe their household financial situation will be just about the same as now in a year

Labor and Greens voters show financial optimism

Among Nine’s audience, 45% believe their household financial situation will be just about the same as now in a year. Meanwhile, 18% believe they will be better off financially in a year from now, while 32% predict being worse off.

Interestingly, 24% of those who voted Labor or Greens in the 2025 Federal Election expect to be better off financially in a year, compared to 19% of National voters and just 13% of Liberal voters. Conversely, around 40% of Liberal and Nationals voters think their financial situation will be worse in a year.

BRAND CONSIDERATION

Brand should focus on messaging that balances aspirational goals with reassuring stability.

Media Consumption

have consumed free-to-air TV in the past month

Free-to-air TV and Web/search engines lead media consumption

Overall, the top media consumed by Nine’s audiences in the past month are free-to-air TV (83%), browsing web/search engines (83%) and TV Streaming services (74%).

Over-45s have a higher consumption of free-to-air TV (86% vs. 68% for Under-45s) and listening to radio (72% vs. 54%). Conversely, Under-45s show a higher engagement on social media (75% vs. 59%).

Female audiences also show a higher social media use (68% vs. 56% for male), while male audiences reported a higher engagement with digital news sites (74% vs. 63% for females).

BRAND CONSIDERATION

Understanding your target demographic will help determine which media channel best resonates with them.

Shared TV

often/regularly watch free-to-air TV or free streaming services via a main, shared TV screen in the household

Shared TV screens help people unwind and relax

Among Nine’s audience, 6 in 10 often/regularly watch free-to-air TV or free streaming services (such as Channel 9 or 9Now) via a main, shared TV screen in the household.

74% believe watching via the main, shared TV screen can help them “unwind and relax”.

Over-45s are more likely to believe a shared TV screen is more relaxed than a smaller screen, with 68% holding this view, compared to 53% of under-45s. However, the trend reverses for social viewing: under-45s enjoy watching TV with family/friends more (64%) than the over-45s (52%).

BRAND CONSIDERATION

Brands can align with the "relax and unwind" mindset by positioning products or services that enhance comfort, leisure, family time, or shared experiences.

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May Data

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Total Audio 2025

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Unlock the power of premium audio solutions with Nine

Nine’s live and local audio content has never been more effective, whether it’s tuning into our live talk radio stations, digitally streaming on your own device, or listening to one of our specialist entertainment and investigative podcasts.

Australia’s most powerful and agile audio platform allows brands to reach highly engaged audiences and deliver truly incredible business results.

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Connect to a new generation of listeners through the power of Total Audio

The way our audiences listen is changing and we’re changing with them

Here’s what you need to know:

GFK Survey 3 2025

Nine Radio has dominated GfK Survey 3 2025, with 2GB in Sydney and 3AW in Melbourne the outright No.1 stations in their respective markets.

2GB stands out as Sydney’s No.1 station, led by Ben Fordham Live, surging to a commanding 16.7% share in Breakfast (up 1.1), more than four points clear of his closest competitor. Mark Levy has also solidified his position as No.1 in Mornings with an impressive 15.5 share.

In Melbourne, 3AW continues its market dominance with a 12.5% share. Breakfast with Ross and Russel remains the undisputed No.1, with a strong 18.7% share, while Tom Elliott's Mornings program remains the favourite with listeners, delivering a 15.0% share.

Greg Byrnes, National Content Manager, Nine Radio, said: "If you're not listening to talk you're missing out, and we thank the loyalty shown by our listeners each day."

OUTRIGHT MARKET LEADER

13.6% COMMERCIAL SHARE
#1 BREAKFAST &
#1 MORNINGS

OUTRIGHT MARKET LEADER

12.5% COMMERCIAL SHARE
728K CUMULATIVE AUDIENCE

7.5% LIFT IN CUME OVERALL ON LAST SURVEY

#1 TALK STATION IN PERTH

#1 TALK BREAKFAST SHOW
22.5% LISTEN VIA STREAMING

Nine Digital Audio – May 2025

4.76M

Podcast downloads

1.97M

Podcast listeners

Download Total Audio release

Source: GfK Radio360 Ratings, Survey 3 2025, Mon-Sun 5.30am-12MN, Market Share % Total, Market Share Streaming %, Commercial Streaming Share %, Cume (000s) Total and Streaming, 3AW Breakfast Mon-Fri 5.30am-8.30am, 3AW Mornings 8.30am-12pm, AP10+, Nine Radio – 2GB, 3AW, 4BC, 6PR, unless otherwise specified. Triton Podcast Metrics, May 2025, Downloads, Listeners, Nine Entertainment, unless otherwise specified.

Nine Audio

Harness Nine's Superhosts to supercharge your brand messaging

When you choose Nine Radio you are inviting the hosts, their personalities and respected opinions into your inner circle. As a result, our listeners are all ears because it’s like hearing it from a trusted, loyal friend.

As enablers of real change, Nine’s super hosts set the agenda, rallying businesses, government and communities to drive real action.

Nearly 50%

Of our weekday listeners are exclusive to Nine Radio – you can’t find them anywhere else.

Source: GfK Radio360 Ratings, Survey 6 2023, Mon-Fri 5.30am-6pm, Exclusive Cume (000s), Commercial Stations only, Nine Radio – 2GB, 3AW, 4BC, 6PR AP10+

Deeply engage with local content, making your brand part of community conversations

Nine Audio delivers meaningful local connections talking about topics, issues, products and services that directly relate to local areas.

Localism is a powerful brand perception and engagement influencer. Half (51%) of all Australians want to see brands demonstrate their connection to local communities. Local impact with national influence, the true value of localism. That’s what Nine Audio can offer.

Source: Neighbourhood Watch

Jumpstart your campaign by adding digital audio

Digital audio is central to our national audio footprint and local DNA to form Total Audio at Nine, across live linear radio, live stream radio and catch up and original podcasts. With our expansive content reach and innovative new app technology, combined with the return of pre-roll ads, your brand can engage audiences more deeply and widely than ever before. Our market-first digital audio data proposition and advanced ad tech stack offer unparalleled efficiency, providing tactical use cases that empower clients to optimise their campaigns.

Contextual relevance makes your message work harder

Studies have shown how ad-context alignment drives business outcomes:

+30%

+37%

Enhanced engagement with advertising

Increase in purchase intent, delivered by contextual alignment

+67%

+23%

Increase in unaided awareness

Lift in sales

Source: Radiocentre’s ‘Emotional Multiplier’ study & ARF’s contextual alignment study 2020

Up to the minute news, sport
and opinion

More than 100 podcasts across diverse content verticals

Credibility by association

All ears, deep pockets — unlock this highly valuable audience

80% of Australia’s wealth is held by 41% of the population aged 45 years+. And 67% of Nine Radio listeners are aged 45 years+.* Nine Audio’s audience is highly targeted, engaged, affluent, and deeply loyal to our brands.

Source: Blindspot, Nielsen CMV, Metro Survey 9, Fused Radio Currency, Mon-Sun 5.30am-12MN, Cume (000s), Nine Radio - 2GB, 3AW, 4BC, 6PR, AP18+ vs SMBP AP18+. *GfK Radio360 Ratings, Survey 6 2023, Mon-Sun 5.30am-12MN, Cume (000s), AP45+, Nine Radio – 2GB, 3AW, 4BC, 6PR

Highly
receptive

More interested in a range of brands and products, including big-ticket items like travel, home improvement/DIY, grocery and auto, than your average audience

With the means
to take action

6 times more likely to go to an advertiser’s website if they have heard it on radio

64% of listeners take action from radio advertising

Open minded and valuing "value"

Nine Radio listeners are open to change with more than 2 in 3 shopping for bargains and specials or switching brands based on special offers

Source: Blindspot & CRA

Unlock digital targeting at scale with AP+ Demo

Extend demo targeting across 3rd party apps, smart speakers and podcast platforms – including.

Tailor your message to reach target audiences wherever they are and wherever they listen.

Demographic targeting on and off network. Add reach to radio and efficiency to your campaign.

Create talkability for your brand

Realise creative audio solutions with

Nine's Superpower: Surround Sound

Multiply your impact with Powered
by Nine

Through Powered, Nine’s client marketing solutions division, we’ve upped the game on audio in terms of strategy, creativity of solutions, and measurement of effectiveness. Whether it’s audio-only or cross-platform, Nine’s Total Audio offering has developed powerful and agile platforms that will allow you to move quickly, reach a valuable target audience, and use our stations as a growth engine for your business success.