Spending 100% of your budget to reach only 63% of the population? That’s a blindspot worth $250 billion.
As regional Australia undergoes a historic population shift, a massive $250 billion economic powerhouse has emerged outside our capital cities – yet regional advertising continues to be vastly under-indexed by metro-centric media plans. Showing up authentically in trusted, regional media environments isn't just an optional reach play – it is a performance necessity for genuine business growth.
Expert Insights
Nathan Patrick Director of Regional, Nine
Are you deliberately ignoring 37% of the population? Our industry is moving and changing at a rapid pace. When you’re running that hard and fast and never stop, you are bound to miss a lot of what is around you. And right now, what many are missing is a massive segment of the consumer market. Perhaps it is time we stop obsessing over places and start talking about people.
There is a massive gap between regional Australia’s $250 billion economic power and its under-indexed 18.3% share of national media spend. Moving the conversation from audience reach to real ROI, the message to CMOs is clear: treating regional as an afterthought or running generic, un-localisedcampaigns doesn't just slow your growth, it caps it.
Case in Point: Shifting from Transaction to Trust with Bank of Queensland
Bank of Queensland leveraged Nine’s trusted, local community news brands to enhance brand perception with small business owners.
How did Nine bring this to life?
A regional-first approach, anchored in topical content and helpful advice delivered through dedicated WIN News editorial initiatives and custom "content capsules". Utilising local talent humanised expertise and data-led targeting maximised content relevance for audiences.
Representing 10 million people living in regional Australia who are wealthier, more diverse and more valuable than ever before. Boomtown have the tools and insights to equip marketers with all they need to know.
National Security & Foreign Affairs Correspondent, SMH & The Age
The world has been upended in the last six years with the global landscape now defined by rapid, compounding disruption. From a pandemic and conflicts to shifting geopolitical alliances and the structural integration of Artificial Intelligence into commercial models, businesses are now operating in an environment that demands constant calibration.
At Nine’s recent Melbourne Independent Exchange event, Managing Director of Publishing, Tory Maguire, sat down with some of the country’s most respected journalists – Matthew Knott, Foreign Affairs and National Security Correspondent, The Sydney Morning Herald and The Age, Joyce Moullakis, Associate Editor, The Australian Financial Review, and James Thomson, Senior Chanticleer Columnist, The Australian Financial Review – to unpack the global market forces shaping 2026.
Pictured, left to right: Tory Maguire, Matthew Knott, Joyce Moullakis, James Thomson
Insights from the Panel:
The New Macroeconomic Reality
The ceasefire between the US and Iran has provided a temporary global reprieve, but the structural aftershocks will continue to reverberate in boardrooms. The panel agreed that corporate focus has moved from theoretical environmental metrics to immediate energy security and affordability.
“The [US and Iran] war might be over but the aftershocks are not over,” noted James Thomson. “It’s going to take months to get the global energy complex rebuilt, and we’ll still have a change in the view of most countries around the world as to how they see energy security.”
Joyce Moullakis identified a stark divergence between consumer mood and action. “Optimism has returned, but there’s still a lot of questions around the consumer. Sentiment is very, very low, but consumers are still spending.”
Thomson explained that this spending resilience is propped up by a massive $3 trillion surge in Australian household wealth over the past two years, driven by rising property values and superannuation returns. This “K-shaped” economic reality means brands must look past surface-level data to target distinct consumer pockets effectively.
AI Evolution: Past the Hype to the Real Bottom Line
AI has progressed from speculative experimentation to a rigid economic necessity. However, corporate Australia is facing an unexpected structural teething problem: the astronomical cost of “token bills”. “Employees are doing exactly what their bosses have told them,” Thomson said. “They’ve been told to go and use AI for everything, and that’s what they’re doing. And suddenly the cost of the AI is becoming a real issue.”
Moullakis pointed to major tech adopters like Uber, which chewed through its entire 12-month token budget in four months. The consensus was clear: the race to integrate AI is no longer optional because no business can afford to slow down while their competitors move ahead.
For brands and marketers, the critical differentiator in an AI-saturated market will be data quality. The ultimate output of any model relies entirely on the verified, premium data sources fed into it.
Moullakis noted that while progressive companies are successfully deploying AI agents to personalise the consumer journey, the back-end focus for corporate leaders is shifting toward cost management.
“CEOs that I speak to do have a level of excitement about the opportunity, but also headcount reduction. When an economy’s not growing very much, cost is something they are looking at very closely.”
Navigating a Fractured Consumer Landscape
The political arena is mirroring the fragmentation seen across modern media consumption. The traditional stability of Australia's two-party system is being tested, accelerated by cost-of-living frustrations and the mainstreaming of alternative political movements.
Matthew Knott emphasised that this shift is being incubated outside traditional channels. Utilising sophisticated, highly produced, independent video ecosystems on platforms like YouTube, alternative movements are bypassing legacy media campaign structures entirely.
“In the way that the traditional parties are doing quite lame TikToks, populist movements are thriving in that part that many people aren’t even aware is going on out there.”
Thomson noted that top-tier ASX executives are scrambling to decode why up to 30% of their customer bases are migrating toward these alternative alignments. He warned that the corporate sector’s core growth strategies could face headwinds if anti-immigration sentiment stalls population growth.
“Corporate leaders like population growth, they like new skills coming into the workforce. If we didn’t have immigration, we would be in an actual recession.”
The Ultimate Premium on Human Connection
Despite macro volatility, geopolitical pivots, and the rapid rise of the algorithm, the panel closed with a powerful note of clarity regarding the enduring value of human capability.
As automation absorbs data entry, administrative processing and predictable tasks, the premium on baseline human capability is skyrocketing. Thomson shared a key takeaway from a recent interview with National Australia Bank CEO Andrew Irvine, outlining the ultimate strategy for the modern workforce.
“His point was, what you need to teach kids is to have a good handshake and really good personal skills, because that is what AI will never be able to kill. A bank like NAB is actually investing more in frontline bankers because that’s the thing that AI can’t beat.”
The overarching strategic takeaway for the market is clear: the most valuable asset in 2026 is a business strategy that successfully blends technical AI fluency with high-level interpersonal skills, critical thinking, and genuine relationship-building. AI can optimise the process, but the human edge remains the ultimate corporate advantage.
As we navigate these complex waters, Nine remains committed to providing the clarity and insight your brand needs to stay ahead. Whether it’s decoding the impact of policy shifts or understanding the evolution of the media landscape, we’re here to help you turn disruption into opportunity.
Looking for more efficient, effective and transparent ways to grow your business? Enquire today.
While the national mood remains predominately negative, the net negative emotions have continued to see a slight decrease. Frustrated, Anxious, Calm, Pessimistic and Stressed are the top feelings this month, followed by Hopeful and Relaxed. In line with the mix of positive and negative sentiment, 35% are feeling a mix of optimistic and cautious. The majority of Nine's audience is intending to buy during EOFY sales, with clothing as the top item and some planning on spending between $101–$500, while others are flexible with their budgets.
The national mood still remains predominately negative but has continued to improve since the peak in April, suggesting that Australians are adjusting to the current state of the world. Despite the net negative mood dropping from previous months, negative emotions of frustration and anxiety remain dominant among Australians and have seen an increase from this time last year.
NOTE: For the best viewing experience on mobile, please view landscape.
Dominant mood indicators
In line with last month, frustrated, and anxious have remained the top 2 emotions and continue the trend of negative emotions dominating the list. Calm, pessimistic and stressed complete the top 5 ranking. The remaining top 10 emotions are a blend of positive and negative sentiments, with hopeful, relaxed, sceptical, annoyed and unsure, occupying positions six through to ten. The mix of both positive and negative sentiment highlights the contrasting emotions Australians simultaneously experience, reflecting both their frustration and resilience.
NOTE: For the best viewing experience on mobile, please view landscape.
NATIONAL MOOD BREAKDOWN
of the under 45 age group feel relaxed
The top emotions see some variation by age, although frustration and anxiety are felt by all, calm ranks second among older audiences, while overwhelmed dominates for those under 45. Additionally, only 13% of younger audiences feel relaxed compared to 21% among older Australians. In line with last month, females report higher levels of anxiety (27%), while males feel frustrated (32%) and calm (27%) more strongly.
BRAND CONSIDERATION
Amidst widespread national anxiety and frustration, brands must deliver grounding, calming experiences to younger consumers feeling overwhelmed, while engaging older demographics with messaging that respects their relatively resilient and composed mindset.
Conversation Starters
OUTLOOK ON THE YEAR AHEAD
of Nine's audience are feeling cautious
Australians are still feeling cautious with rising prices and global conflicts dominating concerns
Feelings about the year ahead have remained stable with 1 in 2 feeling cautious. However, younger Australians have shifted their perceptions slightly from cautious (6 percentage point decrease) to a mix of both cautious and optimistic, reinforcing the duality of both positive and negative emotions in the current climate. Those feeling a mix remain hopeful regarding their personal lives, and the reliability of life in Australia, but are unsettled by external issues, specifically global geopolitical instability, and cost-of-living pressure. For all Australians, global conflicts and their impact on fuel prices as well as national security (67%) and rising prices for essentials (67%) remain top concerns. Older audiences are still less likely to be concerned about high rent, loss of employment and ability to afford non-essentials (e.g., holidays, dining out). This lower concern reflects their greater financial stability and suggests that there will be minimal changes in their spending habits. Additionally, males are less likely than females to show concern over global conflicts and the cost of essentials.
BRAND CONSIDERATION
Brands should navigate this emotional duality by reinforcing personal and local stability for cautious, budget-conscious consumers while continuing to target financially resilient demographics with premium or non-essential offerings.
EOFY
of Nine's audience are planning to purchase during EOFY
77% of Consumers ready to shop despite cost of living caution
Despite concerns over rising prices, the majority (77%) are planning to purchase during EOFY, particularly males. While the majority are still planning to shop, the cost of living crisis is shifting purchasing intention toward utility with 1 in 4 planning on only buying essentials or replacement items. However, there are still 36% of Nine’s audience who won’t change their shopping habits and intend to purchase any item that catches their eye. Across all those intending to purchase, clothing is the dominant item (39%). Younger audiences are also planning to purchase furniture & home decor, while older audiences are looking at electrical appliances.
BRAND CONSIDERATION
A clear split between highly practical, necessity-driven buyers and resilient, impulse-driven shoppers means brands must dual-track their messaging to offer undeniable functional value alongside high-appeal, standout products.
EOFY
of Nine's audience don't have a set budget for EOFY sales
EOFY sees flexible budgets and credit card reliance among Australians
28% don’t currently have a set budget for the sale season, with this higher among females (32%) in comparison to males (24%). Among those that have a budget, 1 in 4 intend to spend between $101 and $500. 2 in 5 of Nine’s audiences plan to fund their EOFY purchases through a personal credit card. The other preferred method is cash, however younger audiences also show a preference for using a personal debit card.
BRAND CONSIDERATION
With significant numbers of shoppers operating without fixed budgets and heavily relying on credit cards, brands should offer flexible financing options and clear mid-tier pricing buckets to capture fluid, credit-backed EOFY spending.
Media Consumption in the Past Month
Among Nine’s audience, browsing a website / search engine is the top type of media consumed by audiences (82%). Younger audiences compliment this with social media (79%) significantly more than older Australians (59%). While older audiences maintain a preference for traditional media, using free-to-air significantly more than younger audiences (80% vs. 64%). More women are using social media (68%) compared to men (56%), however across all genders the top 3 media consumed remains consistent with Nine’s total audience.
In comparison to 6 months ago, there has been a slight shift in audience’s habits with consumption of podcasts and print newspapers seeing a 7 percentage point increase. This suggests that audiences are valuing curated and credible content. Additionally, consumption of media from digital news sites remains high at 69% (up +3% pts.), suggesting that with the current global instability, people are looking for daily updates that are reliable and easily accessible.
NOTE: For the best viewing experience on mobile, please view landscape.
We need journalism more than ever, not only to verify the world, but to make sense of it. And for brands looking to cut through the noise, there is no more powerful place to be seen than right alongside the facts.
The media landscape is facing a defining moment. As generative AI and social media algorithms create a crisis of clutter on the web, audiences are being flooded with an onslaught of unverified content, deepfakes and noise.
But out of this chaos comes a great awakening: AI won’t kill journalism. It is only making free and factual media more valuable than ever before.
As the digital ecosystem sits in a crisis of clutter, nine.com.au continues to thrive as the ultimate anchor of truth for nearly 10 million Australians. For nine.com.au Executive Editor Katie Davies, this shift highlights a truth she has witnessed firsthand since her very first day in the newsroom.
A Newsroom Revelation
About 18 years ago, I sat in a newsroom in England as a fresh-faced cadet. I had just landed my first job as a reporter. A sub editor, about 30 years my senior, shouted across the office: “Why did you choose journalism? It’s a dying profession. We’ll be all gone in five years.”
His comments rattled me. It’s all I’d ever wanted to do, the only thing I’d trained in. What if it was only going to last five years? Today that masthead still exists, likely with more readers than it did then.
Yes, the industry has gone through significant changes over the past 20 years and is facing probably its biggest yet with AI. However, one core principle has not changed - trust.
The recent inaugural News Nation report from ThinkNewsBrands highlighted a stark reality: 78% of Australians see national news publishers as trustworthy, compared to just 36% who feel the same about social media content creators.
In fact, nearly two in five Australians now actively turn to premium news media specifically to fact-check the chaos they encounter on social platforms.
The need for free and factual news sites like nine.com.au has never been greater.
Our team of outstanding digital journalists brings trusted breaking-news to Australia 24 hours a day.
We have streamlined to focus on the absolute best of entertainment, sport, lifestyle, travel, and shopping under a single, unified, and premium nine.com.au brand. A key focus for our team remains original, relatable and entertaining content that builds a genuine connection with readers, the very same principles we were taught at the start of our careers.
Despite what that sub editor told me many years ago, journalism has stood the test of time. People still value trust, and I believe that makes our industry as vital as it’s ever been.
It is the very foundation of trust that commercial director Ashleigh Thomas believes represents the single greatest opportunity for brands looking for true impact.
When consumers use nine.com.au to anchor themselves in the facts, that feeling of trust doesn’t stop at the editorial. It rubs off on the advertising next to it. We are delivering a highly engaged, high-intent audience in a uniquely receptive state of mind.
When readers trust the environment, they trust the brands within it.
When we looked at redesigning the site, our absolute priority was creating a quality digital environment where brands can truly perform. We’ve built a faster, cleaner user experience that is intentionally engineered to cultivate strong daily habits with our audience.
By streamlining the UX and extending their time on site, we are giving more meaningful, sustained opportunities to connect with Australians in a highly receptive state of mind.
Maximising Audience Attention
We’ve also elevated our storytelling formats to maximise that audience attention. There is nothing quite like the collective energy of a breaking-news story, and our high-impact live blogs are fast, dynamic, and keep eyes absolutely glued to the page as events unfold.
Alongside this, we’ve taken the friction out of video by embedding premium video natively into the editorial flow, capturing consumer attention naturally and driving massive engagement without disrupting their experience.
These enhancements have been implemented across both web and app, extending our engagement across these formats.
We’re incredibly proud of our new architecture, because it not only protects the integrity of our journalism and of your brand’s creative, but intentionally strips away the clutter so an advertiser’s message can be felt and acted upon.
Your campaigns deserve to be showcased in the highest-quality digital real estate in the country, and this relaunch delivers exactly that; unparalleled viewability in an environment we know Australians trust.
We Want Your Brands to Own the Moment
Whether it’s the moment a major story breaks, inspiration strikes, a new trend sets everyone talking, or the entire country holds its breath - nine.com.au owns the moment. We are there for the moments that matter to Australians, and through our sophisticated display and integration capabilities, your brand can be there too.
Hear more about the power of news journalism through Nine Publishing’s The News Effect series, featuring editors and journalists from our mastheads.
Source: Kantar Nine Live and On-Demand Research, 2025. Study commissioned by Nine to evaluate ad recall and consumer receptivity across live and video-on-demand (VOD) platforms (Base: n=3375 for ad recall; n=1557 for attitude and action).
Looking for more efficient, effective and transparent ways to grow your business? Enquire today.
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