Succession – A Deep Dive into the Impact of the Great Wealth Transfer
Month: July 2026
Stan Entertainment: Ads Are on the Menu
Before we serve, a taste of history
For over a decade, Stan has pioneered Australia’s Streaming Video on Demand landscape. As the country’s only locally owned and operated SVOD powerhouse, Stan is stitched directly into the fabric of our culture. We are the home of curated, premium storytelling and unmatched local relevance; from Stan Originals that global content houses simply can’t replicate to exclusive international titles, and of course, a fiercely loyal audience.
Now, we're inviting brands to the table for the very first time.
What’s on the menu? A high-impact, data-driven feast for advertisers.
Local and global content, pure satisfaction
A Sizzling Homegrown Slate
Our secret ingredient is local storytelling that audiences love and algorithms can’t replicate. With a national footprint reaching more than 70% of Australian households paired with the country’s most affluent viewers, your brand enters an environment where half of Australian streaming viewers are proven to stay at the table longer if the content is made in, or about, Australia.
A Brands Portion
We don’t overfill the plate. We protect the premium viewer experience with a strictly limited, light ad load, guaranteeing no more than 5 minutes per hour to maximise viewer satisfaction and brand memory retention.
International Flavours
Served from across the seas. Tap into the ultimate crowd-pleasers with the planet’s biggest shows and most-binged global library content, from Yellowstone to The Office. By capturing the high-volume, high-engagement viewing hours that dominate streaming worldwide, your brand gains unparalleled access to audiences devouring the world’s favourite stories.
The Curated Taste
Perfect for immediate satisfaction. With the launch package you can secure a guaranteed share of voice of billboards, pre and mid-roll video assets. Ad breaks are determined with a human-first approach, ensuring your brand always lands naturally within the narrative.
A Unified Feast
A single-solution transaction managed by one dedicated Nine sales team. Target, buy and optimise your campaign across the entire connected ecosystem of 9Now, Stan and HBO Max, using the powerhouse Nine User ID.
No feast is complete without the perfect accompaniments.
9 & Stan Tribes (COMING SOON)
Your brand can target with precision by using advanced demographic, geographic postcode, or rich consumer behaviour tracking to ensure your message matches the exact taste profile of your core buyer.
Interactive Enhancements
Transform passive viewing into active response. We offer a selection of bespoke formats on launch and coming later, all designed to elevate the consumer journey: Solo Ad Breaks, Premium Slates, and Shoppable Engage Now QR Code ads.
The Cherry on Top
Every masterful menu concludes with a dish that lingers long after the meal concludes. At Stan, the sweetest finale to your campaign is pure performance and measurable business growth.
Check out more insights
Hungry for outcomes?
Take advantage of immediate availability, talk to your Nine representative today.
Consumer Pulse July 2026
WHAT'S HOT AND WHAT'S NOT
July 2026
While the national mood remains predominately negative, the net positive emotions have seen a slight increase. Frustrated, Anxious, Sceptical, Hopeful and Stressed are the top feelings this month, followed by Relaxed and Calm. In line with the range of conflicting emotions, Nine’s audience is feeling both cautious and optimistic. The majority of Nine's audience is planning on travelling in the next 12 months, with location the key deciding factor for travel destinations. The budget for domestic holidays is typically $2,000-$5,000, while for international holidays it increases to $9,000+.
3 July - 6 July, 2026
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood continues to be dominated by a negative sentiment, with NET negative seeing a slight increase from last month. However, the NET positive sentiment has also increased slightly highlighting the conflicting and contrasting emotions experienced by Australians simultaneously.
NOTE: For the best viewing experience on mobile, please view landscape.
Dominant mood indicators
Consistent with the trend from the past few months, negative sentiment dominates the list, with frustrated, and anxious remaining the top 2 emotions, followed by sceptical which has seen a month on month increase. The remainder of the list includes a wide range and reinforces the paradoxical emotions Australians are currently feeling. Hopeful, stressed and relaxed complete the 4th, 5th and 6th ranking. Followed by calm, annoyed, optimistic and pessimistic to complete the top 10 emotions. The mix of both positive and negative sentiment highlights how Australians are currently navigating a complex landscape but are showing resilience and feeling hopeful despite the frustrations and stresses.
NOTE: For the best viewing experience on mobile, please view landscape.
NATIONAL MOOD BREAKDOWN
of the under 45 age group feel overwhelmed
The top emotions see some variation by age, and while frustration is consistent across all, anxiety is more acutely felt by those under 45, with it ranked as the top emotion. Younger audiences’ top 5 emotions are dominated by a negative sentiment, and 26% feel overwhelmed compared to 17% of older Australians. Those over 45 experience more diverse emotions, feeling frustrated and sceptical along with hopefulness and relaxedness. Both females and males feel anxious, however females are also calm (24%) and hopeful (23%), while males are frustrated (32%) and stressed (26%).
BRAND CONSIDERATION
To successfully navigate this split emotional landscape, brands must offer grounding, anxiety-reducing messaging for overwhelmed audiences while engaging more composed segments through practical solutions that address frustration and stress.
Conversation Starters
OUTLOOK ON THE YEAR AHEAD
of Nine's audience are feeling cautious
Australians are feeling cautiously optimistic
While negative emotions still dominate, Australians are showing signs of cautious optimism about the year ahead. Caution has dropped across all demographics by 7 percentage points (now at 41%), while optimism has climbed 5 percentage points (now at 21%). This indicates a slow pivot toward a more balanced future outlook. This rising optimism is deeply personal, driven by positive feelings surrounding family, friends, and individual financial stability. On the flip side, concerns are fueled by global instability and cost of living pressure. Australians are highly concerned in particular about inflation on essentials, global conflicts affecting fuel prices, and national security—though anxiety over global issues has actually dropped by 10 percentage points month-on-month. For those over 45, political polarisation is a major worry. However, older demographics remain far less worried about skyrocketing rent, job loss, or cutting back on lifestyle extras like holidays and dining out. This highlights their greater financial stability and insulation from current economic pressures.
BRAND CONSIDERATION
As general sentiment shifts toward cautious optimism, brands should tap into consumers' positive personal outlooks by celebrating close-to-home connections, while continuing to offer clear value for budget-conscious buyers and premium experiences for financially insulated audiences.
TRAVEL
of Nine's audience plan to travel in the next 12 months
Despite concerns, people are still planning on travelling in the coming year
Among Nine's audience, 67% plan to travel in the next 12 months which is consistent with this time last year. While the amount planning to travel hasn’t changed year on year, the types of holidays have shifted slightly with 21% considering an international holiday (5 percentage point decrease) and 41% considering domestic travel (5 percentage point increase). However, a significant proportion still intend to do both (38%).
Over half (55%) of those planning a domestic holiday expect to take 1 or 2 trips. For most of these trips the budgets are set between $2,000 and $5,000, with 1 in 3 opting for this range.
For international travel, 85% are only expecting to take 1 or 2 trips in the next 12 months. However, the budgets for these trips are significantly higher with half intending to spend $9,000+, which is particularly seen for older Australians.
BRAND CONSIDERATION
As travel demand remains resilient with a clear pivot toward domestic trips and high-value international travel, brands should capitalise on this intent by targeting budget-conscious local travelers with accessible mid-tier packages ($2k–$5k) while tailoring premium, high-spend offers ($9k+) to long-haul international vacationers.
HOLIDAY PLANNING
of Nine's audience trust word of mouth to inform their decisions
Australians prefer to do it themselves when it comes to planning holidays but opinions from friends and family impact decisions
When it comes to planning a trip, Nine’s audience prefer to do it themselves regardless of age or gender. However, they’ll still look to others for information with the key source they trust to inform their decision being word of mouth (55%). This is followed by travel websites (44%) and online review (38%).
The sources trusted for information varies by age, with 1 in 4 of younger audiences going to social media for reliable information. Conversely, older Australians continue to rely on traditional formats, using print newspapers to find information (31% vs. 14%).
BRAND CONSIDERATION
While Australians insist on controlling their own travel itineraries, brands can influence their choices by leveraging word-of-mouth credibility and tailoring trust-building channels; using social media for younger self-planners and traditional print for older audiences.
TRAVEL DESTINATIONS
of Nine's audience say location impacts their decision
Location is the key choice driver for travel destinations
Location continues to be the key factor when it comes to choosing a travel destination, with 8 in 10 saying it ultimately impacts their decision. Accommodation (41%) and the price of airfare (39%) also play a role.
The cost of living is having the largest impact on travel decisions for 42% of the audience, however this concern is significantly lower for those 45+ (39% vs. 61%) reinforcing their economical security and higher willingness to spend on non-essentials.
BRAND CONSIDERATION
While destination location remains the non-negotiable anchor for travel decisions, brands must navigate a dual-spending market by leading with clear airfare and accommodation value for cost-conscious travelers, while highlighting premium experiences to financially secure, mature audiences.
GET IN TOUCH
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Tell your story in and around the content we know consumers are engaging with most
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 & DESIGN
Good Weekend //
Father's Day Gift & Reading Guides
On Sale: Saturday 29th August
This Father’s Day, connect with readers through Good Weekend’s special Gift and Reading Guides. Good Weekend offers a thoughtful collection of gift ideas and reading recommendations perfect for dads.
By aligning your brand with our Father’s Day guide, you’ll be part of a curated selection that resonates with our engaged audience. Showcase your products in a context that celebrates and honours fathers, enhancing their special day.
Booking Deadline: Friday 7th August
Material Deadline: Wednesday 19th August
Sunday Life //
The Power Decades
On Sale: Sunday 23rd August
Say goodbye to the "invisible woman." Sunday Life is proud to announce The Power Decades, a premium special edition dedicated entirely to celebrating women in their 50s, 60s, 70s, and beyond.
This isn't about fading into the background; it's about power, presence, and unapologetic style. From CEOs wearing their silver hair like a crown to cultural icons redefining success, this issue shines a spotlight on an affluent, highly engaged demographic of women who are at the absolute peak of their lives and purchasing power.
Booking Deadline: Thursday 29th July
Material Deadline: Thursday 13th August
AFR Magazine //
Power Issue
On Sale: Friday 25th September
This is the issue that everyone wants to be in. Power, our flagship issue, ranks Australia’s most significant players across the political, business and cultural arenas, as well as across a host of sectors from sport and property to information technology, law and banking.
Booking Deadline: Wednesday 12th August
Material Deadline: Wednesday 26th August
TRAVEL
LIFE & LEISURE //
About Time Watch Weekend
On Sale: Friday 11th & Saturday 12th September
Our Life & Leisure About Time Watch Special is a highly anticipated deep dive into all things luxury timepieces and time.
In addition to regular circulation, this special edition is handed out directly to hundreds of watch-passionate AFR subscribers attending the About Time Watch Weekends, as well as being displayed within the event lounges and top luxury boutiques across Melbourne and Sydney.
Booking Deadline: Thursday 13th August
Material Deadline: Friday 21st August
TRAVELLER //
Africa
On Sale: Saturday 8th August
As always, our travel writers and editors shed their expert light on all aspects of the continent for prospective Australian holidaymakers. While its remarkable wildlife remains its major drawcard, there’s more to Africa, as this special edition shows, than safaris, even though they again feature prominently. It’s easy to forget that this continent of nearly 1.6 billion spread across 54 nations stretches from Cape Town to Cairo, meaning the variety of experiences are endless and diverse.
Booking Deadline: Monday 3rd August
Material Deadline: Wednesday 5th August
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.
Find out how your brand can leverage the power of Nine's Publishing assets to drive business outcomes. Request more information.
