Month: August 2025

Entertainment. Action. Adrenaline: Milano Cortina 2026

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Cam Bolton,
Three-time Olympian – Snowboard Cross

Snowboard cross athlete Cam Bolton describes selection for his fourth Olympic Winter Games as an honour. It’s another chance to represent his country and share the journey he and his fellow athletes have been on.

Three words that come to mind for Bolton when describing the Winter Games are “entertainment, action, adrenaline”. Words he believes most Winter athletes would agree with, and feelings that viewers will connect with as they watch the excitement unfold at Milano Cortina in 2026.

Milano Cortina Winter Olympic & Paralympic Games Hub >

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

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Consumer Pulse August 2025

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WHAT'S HOT AND WHAT'S NOT

August 2025

The national mood dropped for the second consecutive month; Clothing and electrical appliances drive Black Friday and Cyber Monday shopping plans; Most plan to spend $101–$500; The primary motivation for participating in Black Friday and Cyber Monday sales is to secure the best deals are all fuelling opinions and conversations this month.

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1-4 August, 2025

Inside this month’s Consumer Pulse dip

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Mood of the Nation >

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CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood dropped again in August 2025, with a higher net negative mood. Australians are feeling more frustrated, anxious and stressed in the current times. Overall, net negative emotions are ahead of positive emotions.

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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. Feeling a mix of frustrated, optimistic and anxious are the next most dominant moods this month.

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Purchase Consideration

Shifting spending priorities

This month, an international holiday is the leading purchase consideration at 28%, followed by clothing (26%) and a domestic holiday (24%). Wine and gardening products are tied for the next spot at 17%.

Looking at recent trends, wine purchases had the biggest increase since February, growing by 4%. The use of professional services also rose in the last quarter, by 3%. Compared to the same time last year, both international and domestic travel have seen a 3% increase in consideration, while auto purchases lifted by 2%. Overall, purchase consideration across all major categories is up 2 percentage points on last year.

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Conversation Starters

Shopping plans

plan to make purchases during the Black Friday/Cyber Monday sales

Clothing and electrical appliances drive Black Friday and Cyber Monday shopping plans

Among Nine’s audience, more than 6 in 10 (62%) plan to make purchases during the BF/CM sales. Clothing is the top category, with 37% intending to buy, rising to 43% among females.

Electrical appliances is the second most popular category at 23%, with males more likely to purchase at 26%.

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BRAND CONSIDERATION

With 62% of people planning to shop, brands should build anticipation and capture early-bird shoppers with early access to deals, rewarding loyal customers and capturing early-bird shoppers before the main BF/CM event.

Spending

plan to spend $101-$500 in the upcoming BF/CM sales

Most plan to spend $101–$500 for BF/CM Sales 

Among Nine’s audience, over 1 in 5 (22%) plan to spend $101–$500 in the upcoming BF/CM sales, with younger audiences under-45 more likely to spend within this range.

Female audiences show a greater tendency to spend more, with a higher percentage intending to splash out $501– $1,000 (10%) compared to males, where the proportions planning to spend in this range is 8%.

BRAND CONSIDERATION

Female audiences tend to be more deliberate shoppers. Brands can appeal to this by creating curated gift guides and lifestyle content that showcases how higher-priced items fit into a desirable aesthetic or routine. This adds emotional value and justifies the higher spending.

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Deals

people aged 25-54 agree their main reason for shopping in the Black Friday and Cyber Monday sales is to get the best deals

Primary motivation for participating in Black Friday Cyber Monday sales is to secure the best deals

Among Nine’s audience, over half (54%) agree their main reason for shopping in the Black Friday and Cyber Monday sales is to get the best deals. This is especially so for people aged 25-54 (59%) and women (58%). 

Many participate to take advantage of exclusive offers and limited stock, notably younger audiences under-45 (33%) and men (29%).  

They are planners who use the Black Friday and Cyber Monday sales to get a head start on Christmas shopping, a behaviour more common among women (30%)

BRAND CONSIDERATION

Frame discounts as special opportunities that won't be available at other times of the year. This appeals directly to the desire for "the best deals" and creates urgency, a key component for successful sales.

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

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Married at First Sight: Expert Insights – Amelia Goode & Stewart Gurney

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The MAFS Effect: Building Brands with Emotional Resonance

Nine’s Stewart Gurney, Director of Strategy & Effectiveness and Amelia Goode, National Strategy & Effectiveness Manager, unpack the unique power of Married at First Sight as a potent brand-building platform for advertisers. Moving beyond its status as a ratings powerhouse, MAFS fosters deep emotional connections driving significant uplifts in core brand attributes for its partners.

Watch Now >

Prefer to Read? Recap on the Insights Below.

The Core of Entertainment

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MAFS isn’t just entertainment; it heightens the emotions of audiences, creates viral moments that ignite conversation, and drives cultural impact across Australia. Gurney explains the MAFS phenomenon through the “excitation transferral theory” from 1970s psychology, noting how captivated viewers become more receptive to brand messages. Our data shows that brands associated with MAFS are: 

28% more likely to be perceived as trusted 

72% more likely to be seen as high quality by viewers

Having a 30% average uplift in premium 

With an audience of 2.4 million viewers per episode, fostering this deep connection with viewers is invaluable in today's crowded market, to cut through and drive lasting brand loyalty. 

The Power of Live

In a media landscape obsessed with reach and cost-efficiency, the true impact of advertising effectiveness can often be overlooked, Gurney explains, reminding brands that the consistent success of MAFS in boosting brand desirability on Nine’s platforms, particularly TV, is due to the power of live content and the show’s strong cultural alignment. Live viewing drives significantly higher emotional resonance and advertising recall, proving that not all content moments are equal.  

Goode encourages brands to recognise that MAFS is a phenomenal brand itself, cultivating deep, consistent audience engagement, making it a powerful vehicle for sponsors to be genuinely embraced by a massive audience, rather than just seen. This highlights the fact that cultural relevance and high-quality, integrated campaign execution on platforms like TV are critical for effective advertising. 

Tailored, Multi-Format, Long-Term Integration

To truly maximise awareness within the MAFS ecosystem, brands should implement a comprehensive, integrated strategy. This involves tailoring assets for increased emotional resonance and relevance, utilising multiple formats beyond just TVCs (like billboards, which are 22% more noticeable), and committing to year-on-year planning for sustained longevity, which Gurney notes can double key metrics like consideration.  

Goode adds that integrating TVCs, in-show products, on-screen graphics, and extending reach into social channels where post-show engagement thrives is crucial for multifaceted awareness. 

Secret Recipe Revealed

Top-performing MAFS partners, like KFC, share key best practices for advertisers seeking optimal results. The secret recipe? Consistent and consecutive sponsorship. KFC’s eighth year on MAFS demonstrates how sustained presence builds strong brand association and delivers compounding results. 

Goode reinforces again just how crucial tailored content that aligns with audience interests and shows themes is. This bespoke approach consistently outperforms generic content, generating 8% more emotion, 5% more relevance, and 10% more engagement.  

The takeaway for advertisers is simple: “Don’t be dull,” says Gurney. Brands must creatively integrate, develop unique content, and consider how their message resonates within the MAFS environment. 

Source: Gemba 2025 MAFS wrap up report. TVMAP VOZ Program Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, 29/01/2024 – 8/04/2024, 27/01/2025 - 7/04/2025, Average Audience, Married at First Sight Season 11 & 12, Demo’s as Above, Total TV, Consolidated 7. 

Connect with us today to learn more about integrating your brand with Married at First Sight in 2026.

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