Powered Predicts 2024

Discover the big trends driving big ideas

Powered Predicts is a culmination of an extensive body of research that seeks to underpin the emerging trends in media, marketing and advertising, designed to give your brand a crystal ball into the year ahead.

Now in its 4th year, Powered Predicts is designed to be a leading source of insight into the ever-changing face of marketing, providing a roadmap for our advertising partners to help them navigate the year ahead.

To inform these predictions, the team draws on consumer research and category shifts, creative effectiveness studies, cultural forecasting and the business objectives driving advertisers’ media briefs. This means that our “top 9” list is eclectic, but it reflects the diverse range of sources and analysis that shaped it. From simplifying a complex world to the crisis commerce, Powered Predicts offers brands an intriguing and invaluable glimpse into the year ahead.

Toby Boon

Director of Strategy and Insights, Powered

To explore the future together, and delve deeper into these trends, please request a tailored presentation by completing this form.

Rugby on Nine 2024

UNLEASH THE POWER OF WORLD CLASS RUGBY
WITH PROUD HERITAGE AND A HUGE FAN BASE

Nine is the home of Rugby Union and 2024 will see the dawn of a new era of the next generation of emerging young players, marking the beginning of an exciting new chapter as the future stars of the game take centre stage. A major global sport and a truly multicultural game, that connects Australia with the rest of the world on an international stage.

To find out what your brand can achieve with a Rugby Union partnership, request a tailored response to help realise your marketing objectives.

Request Presentation

THE GREATEST LINE UP
ALL IN ONE PLACE

From the rugby purist to the casual viewer, Nine covers all the action year-round - with broadcasts of Wallabies and Wallaroos test matches, plus a Super Rugby Pacific match every Saturday night live on 9Gem throughout the season. And with Nine's WIN network partnership, it really is a sport that touches all corners of the community.

RUGBY 2024 FIXTURES
YEAR ROUND COVERAGE

CAPTIVATING 7.1 MILLION HIGHLY ENGAGED FANS

METRO, REGIONAL + BVOD
Super Rugby Pacific and International
Season 2023

METRO + REGIONAL
Average total audience growth – 2023 Rugby Championships

METRO + REGIONAL
Total people tuned in to the 2023 Bledisloe Cup

INCREMENTAL AUDIENCE
9Now on Linear TV for Total People

Source: TV: OzTAM (5 City Metro) + Regional TAM (Combined Agg Mkts), 1 Jan – 05 Sept 2022, Sub Genre: Rugby Union, Reach, Total People, consolidated 7. OzTam Metro Data, 5 City Metro, Nine Network, ‘The Rugby Championships,’ 2022 v 2023, 07/08/2022 – 24/09/2022 v 15/07/2023, Various Demos, Average Audience, Consolidated 7 OzTam Metro + Regional Data, 5 City Metro + Combined Agg Markets, Nine Network, 25/02/2023 – 05/08/2023, ‘Super Rugby Pacific 2023,’ ‘The Rugby Championship 2023 –Wallabies v Argentina,’ & ‘Bledisloe Cup 2023,’ Games 1 and 2, Various Demos, Average Audience, Consolidated 7. TV MAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], 25/02/2023 – 05/08/2023, ‘Super Rugby Pacific 2023,’ ‘The Rugby Championship 2023 –Wallabies v Argentina,’ & ‘Bledisloe Cup 2023,’ Games 1 and 2, Various Demos, Nine Content, National, BVOD & Linear, Cumulative Reach (000s), Total People, Consolidated 7.

ACCESS TO A UNIFIED
CROSS MEDIA AUDIENCE
WITH EXTENSIVE SCALE
AND CONTEXTUALTY

Rugby on Nine will have fans feasting on an unrivalled commitment to premium content spread across our Television, Radio, Digital and Print offering. The best of Rugby, offering reach and scale no one else can. The result? A compelling platform for brands, offering authenticity, excitement and connection with millions of highly engaged fans as they explore the game's legacy and experience it's future.

Network amplification across Today Show and Nine's News and Current Affairs. 7.1M metro, BVOD, Regional viewers in 2023

RADIO

Weekly code updates from Nine's Rugby commentary team. 134k listeners each week 2GB & 4BC wwos 2023

PUBLISHING

The Sydney Morning Herald and The Age Rugby reached 11.5M people across Print & Digital

WWOS.COM.AU

With dedicated columnists and reporters

SOCIAL

Stan Sports Rugby page with over 31M video views and 1.3M engagements across Facebook, Instagram and Twitter. wwos pages generated 9.7M video views and over 717K engagement across Rugby content

Source: OzTAM (5 City Metro) + Regional TAM (Combined Agg Mkts), 1 Jan – 05 Sept 2022, Sub Genre: Rugby Union, Reach, Total People, consolidated 7 Source: GfK Radio Ratings, 2GB Sydney & Brisbane Survey 5 2022, Mon-Thurs 6-7pm, Cume Audience (000s), 2GB & 4BC, All People 10+. Roy Morgan Research; People 14+ for the 12 months ending June 2022. AGE, SMH, WWOS = SMH + AGE (Print + Digital) or nine.com.au Wide World of Sports VOZ Data 4.0 © OzTAM Pty Limited [2022]. NATIONAL, Network Nine & Affiliates + 9Now, Total People, P25-54, P18-39, M25-54, Distinct Count of VOZ ID, 15 consecutive sec viewing qualifier BVOD events, R Flag = 0 for TV Events, based on Matching "Primary Description records = contains "WALLABIES V ENGLAND: 2022" 02/07/2022 - 16/07/2022,- Numbers show below are from Nine datawarehouse, When Watched Basis, NOT OzTAM Gold Standard Accredited. VOZ Data 4.0 © OzTAM Pty Limited [2022]. NATIONAL & Non-Metro, Network Nine & Affiliates + 9Now, Total People, P25-54, P18-39, M25-54, Distinct Count of VOZ ID, 15 consecutive sec viewing qualifier BVOD events, R Flag = 0 for TV Events, based on Matching "Primary Description records = contains "SUPER RUGBY PACIFIC 2022", 18/02/2022 - 19/06/2022, Numbers show below are from Nine datawarehouse, When Watched Basis, NOT OzTAM Gold Standard Accredited. Brandwatch Measure Data, November 2023

SPORTS MARKETING IS A POWERFUL TOOL FOR BRANDS TO LEVERAGE

The best thing about sports marketing is that it's a genre that works across virtually every industry. Why does it have such power? Because it has the ability to create deep connections between brands and fans.

REALISING BIG IDEAS
TO MAKE YOUR BRAND FAMOUS

With the help of Powered by Nine, we have a big idea for every budget, underpinned by Australia's best Rugby Union content. From the main game to the experts and the entertainers, we provide brands with an unrivalled to tell their story.

Explore Powered Studios

ISUZU LEVERAGED A RUGBY PARTNERSHIP TO
DRIVE HIGH IMPACT MARKETING MOMENTS

CHALLENGE: At the heart of every Isuzu lies a tried and tested DNA of a refined combination of power, efficiency and reliability. In 2022, Isuzu wanted to bring this to life through the launch of the latest Isuzu D-MAX and MU-X, and to ultimately connect their product with a male audience.

SOLUTION: Rugby on Nine was identified as the perfect sporting vehicle to support Isuzu, over the Super Rugby Pacific and Wallabies Season, through compelling storytelling across our Total TV offering—including Channel 9, 9Now and Stan Sport, alongside radio integrations and Sports Sunday extension.

RESULTS: Utilising Nine's Rugby Union coverage, Isuzu put their brand message at the heart of the action—with a campaign consisting of an integrated Half-Time key moment with verbal introduction, Live Break TVC, Billboards, Radio Integration and a Key Rugby Moment extension across Sports Sunday during the Wallabies season.

"From an IUA perspective, we engaged in a 2022 Rugby Partnership with Nine to deliver multiple messages over an extended period, and so 33 weeks of rugby with multiple spots and integration allowed us to run a variety of creative at high frequency to an engaged male audience."

Tanya Hawson
Senior Marketing Manager
Isuzu Australia Pty Ltd

PUT YOUR BRAND AT THE HEART OF THE ACTION WITH RUGBY UNION ON NINE

To find out more about what your brand can achieve with a Rugby Union partnership, request a tailored response to help realise your marketing objectives.

Nine’s End of Year Ratings 2023

The 9Network has ended the year as No.1 in all key demographics in the five major capital cities.

For the fifth year in a row, 9Network has once again asserted its dominance as the most watched network in the five major capital cities with the demographics that matter most to advertisers.

Across the calendar year, the 9Network has swept to an emphatic victory as the outright No. 1 in all of the key demographics with People 25-54, 16-39 and Grocery Shopper + Child. Furthermore, the 9Network recorded the highest ever commercial shares of any network with People 25-54 and 16-39.

The biggest Total Television audiences
are right here on Nine

200722_Nine_Executives_Michael_Healy_0736

Michael Healy, Nine's Director of Television, said: “Nine is proud to have delivered Australia’s best content yet again to engage our audiences. As a dominant force with all key demographics, we have increased our lead over our competitors. Our continued success is a testament to a consistent programming slate featuring the biggest moments on television, including the nation’s most talked about programs in Married at First Sight and The Block. Our sports broadcasts wield immense cultural impact as evidenced by this year’s Ashes series and thrilling NRL Grand Final. Our news and current affairs output is world-class, underscored by our remarkable achievements at this year’s Walkley Awards. We are also proudly home to the country’s No. 1 BVOD player, with 9Now boasting almost half of the commercial share.”

200722_Nine_Executives_Michael_Stephenson_0054

Michael Stephenson, Nine’s Chief Sales Officer, said: “The future of TV is Total TV - a combination of terrestrial, live streaming and on-demand. We license, create and curate our content schedule to maximise audiences across live, live streaming and on-demand. The growth of 9Now is critical to advertisers and reflective of changes in consumer behaviour.”

The network’s continued dominance in the key demographics is underpinned by an unrivalled content slate that began in January with the Australian Open and continued throughout the year with hit after hit - Married At First Sight, LegoMasters, Parental Guidance, The Summit, The Block, Love Island Australia, Travel Guides and The Hundred with 9News, A Current Affair and 60 Minutes, as well as sporting blockbusters State of Origin, the NRL and NRLW, The Ashes, and the ICC World Cup.

When Australians unite around content, they turn to the 9Network, which is the home of the highest rating entertainment program of the year (The Block - Winner Announced), the No. 1 reality series (Married at First Sight), No. 1 new reality series (The Summit), No. 1 metro light entertainment series (Travel Guides), No. 1 daily current affairs program (A Current Affair) and the No. 1 weekly commercial free-to-air current affairs program (60 Minutes).

Linear Television – Network commercial shares
6pm to midnight - 2023 calendar year (Jan 1 - Nov 30)
All key demographics

18:00-MN	Network	Network	Network
25-54	39.2%	34.6%	26.1%
16-39	39.5%	35.1%	25.4%
GS + CH	41.4%	34.3%	24.3%
Total People	39.0%	39.7%	21.4%

Source: OzTAM Metro 5 City, 1 January 2023 – 30 November 2023, 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 30 November 2023.

Linear Television – Network commercial shares
6am to midnight - 2023 calendar year (Jan 1 - Nov 30)
All key demographics

06:00-MN	Network	Network	Network
25-54	39.6%	36.7%	23.7%
16-39	40.6%	36.1%	23.3%
GS + CH	42.7%	35.2%	22.1%
Total People	39.98%	39.97%	20.05%

Source: OzTAM Metro 5 City, 1 January 2023 – 30 November 2023, 6:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 30 November 2023.

With an unparalleled slate of engaging content, from gripping dramas and reality shows to award-winning news coverage and live sports events, the 9Network has consistently outperformed its rivals with the audiences so eagerly sought by advertisers and marketers.

The strength of 9Network’s entertainment franchises including Married At First Sight and The Block has the ability to deliver valuable under 50 audiences, with 9Network able to lay claim to being the ‘Under 50 Network’, with a greater share of this lucrative metro audience than any of its competitors.

Linear Television - Network commercial shares
6pm to midnight - 2023 calendar year (Jan 1 - Nov 30)
Under 50s

18:00-MN	Network	Network	Network
0-49	38.8%	35.2%	26.1%

Source: OzTAM Metro 5 City, 1 January 2023 – 30 November 2023, 18:00 – 23:59, Network Nine, Network Seven, Network 10,0-49, Commercial Share, Consolidated 28 as at 30 November 2023.

Australia's No.1
Broadcast Video on Demand Platform
All Key Demos & Total People

Broadcast Video on Demand commercial shares
2023 calendar year (Jan 1- Nov 30)


25-54	48.7%	35.8%	15.6%
18-39	51.3%	34.3%	14.4%
0-39	50.7%	34.4%	15.0%
0-54	49.3%	35.4%	15.3%
Total People	48.0%	36.6%	15.4%

Source: OzTAM Live + VOD VPM, 1 January 2023 – 30 November 2023. Metric: CFTA Minutes, duration 0+, includes coviewing on Connected TV.

In 2023, 9Now has reached more Australians than any other commercial free-to-air BVOD platform. On average, 4 million Australians tune into 9Now every month - 17% more than 2022. An astonishing 18.7 billion minutes of content has been streamed on 9Now in 2023 - a year-on-year increase of 16%.

Nine is home to the biggest shows in Australia

No.1 reality television series - Married at First Sight

No.2 reality television series -The Block

No.1 metro light entertainment series - Travel Guides

No.1 daily current affairs program - A Current Affair

No.1 weekly commercial free-to-air current affairs program - 60 Minutes

Source: OzTAM Metro (5 City Metro) + Regional TAM Regional (Combined Agg Mkts), 1 Jan - 29 Nov 2023, excludes "ENCORE" "RPT" "R", Programs grouped based on primary description and by genre (L1 / L2 where applicable / L3 where applicable), FTA primary + multi channels, Total People, AUD (ranked on Metro + Regional), consolidated 28 data (at 30 Nov 23).

Nine’s highest rating program of the year was the thrilling NRL Premiership decider between the Penrith Panthers and Brisbane Broncos which recorded a Total TV audience of 3.6 million. It secured a streaming audience of 605,000 on 9Now - the largest for a rugby league game in history. This year’s NRL season boasted year-on-year growth of 36.2% in BVOD and 1.7% in Total TV.

Our next three highest rating programs of the year were the 2023 State of Origin Series, which recorded Total TV audiences of 3.4 million (Match 1), 3.2 million (Match 2) and 2.6 million (Match 3). This year’s State of Origin Series enjoyed year-on-year growth of 22.6% in BVOD and 2.8% in Total TV.

The Australian Open Men’s Final was Nine’s fifth highest rating program of the year with a Total TV audience of 2 million.

The Block - Winner Announced is the highest rating non-sports program of the year and recorded a Total TV audience of 2.4 million.

In its incredible 19th series, The Block achieved a Total TV average audience of 1.4 million per episode - an increase of 43% on its overnight audience. An average of 294,000 viewers watched each episode on 9Now.

Married at First Sight achieved a Total TV average audience of 2 million per episode - an increase of 71% on its overnight audience. An average of 669,000 viewers watched each episode on 9Now. This year’s series of MAFS recorded year-on-year growth of 22.3% in BVOD and 1.2% in Total TV.

Lego Masters achieved a Total TV average audience of 1.1 million per episode - an increase of 53% on its overnight audience. An average of 166,000 viewers watched each episode on 9Now.

Travel Guides achieved a Total TV average audience of 1.2 million per episode - an increase of 41% on its overnight audience. An average of 184,000 viewers watched each episode on 9Now. In 2023, Travel Guides achieved year-on-year growth of 31.4% in BVOD and 3.6% in Total TV.

The Summit achieved a Total TV average audience of 766,000 per episode - an increase of 33% on its overnight audience. An average of 147,000 viewers watched each episode on 9Now.

My Mum Your Dad has achieved a Total TV average audience of 610,000 per episode - an increase of 48% on its overnight audience. An average of 157,000 viewers are watching each episode on 9Now.

Love Island Australia is once again a smash hit on 9Now, averaging 293,000 viewers per episode on the BVOD platform.

9News has completely dominated its opposition in the BVOD space, winning every single week of the year. Each night, an average of 47,000 viewers stream 9News via 9Now, compared to 35,000 streaming 7News on 7Plus.

Today has also completely dominated its breakfast opposition in the BVOD space, winning every single week of the year. Each morning, an average of 24,000 viewers stream Today via 9Now, compared to 19,000 streaming Sunrise on 7Plus.

Header Source: OzTAM Metro 5 City, 2019 - 2023 Survey Years as at 30/11/2023 (excluding 23/07/21-08/08/21), 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos, Commercial Share, Consolidated 28 as at 30 November 2023. Strongest Share Source: Source: OzTAM Metro 5 City, 2001 - 2023 to 28/11/2023, 18:00 – 23:59, Network Nine, Network Seven, Network 10, P 25-54, P 16-39, Commercial Share, Consolidated 28 as at 29 November 2023. Program Source: OzTam (5 City Metro & Regional Combined Panel) Nine Network, Nine Content Affiliates, Excluding Encore, Average Audience, Total People, Consolidated 28; OzTAM Live VPM, NRL Grand Final (1/10/2023), State of Origin Games 1-3 (31/5/2023 - 12/07/2023 v 8/06/2022 - 13/07/2022), NRL Premiership -Matches Only (2/03/2023 - 1/10/2023 v 10/03/2022 - 2/10/022), Australian Open Men's Final (29/01/2023), Nine News Hour Sunday - Saturday (1/1/2023 - 9/11/2023. 29/11 based on pre-logs), Today (2/1/2023 - 9/11/2023. 29/11 based on pre-logs), includes coviewing on connected tv devices; The Block Winner Announced (5/11/2023), based on pre log; OzTAM Live + VOD VPM, 9Now Only, Con28, The Block (6/8/2023 - 5/11/2023), Married at First Sight (30/01/2023 - 3/04/2023 v 31/01/2022 - 4/04/2022), Lego Masters (10/04/2023 - 8/05/2023), Travel Guides (19/04/2023 - 14/06/2023 v 30/03/2022 - 18/05/2022), The Summit (14/05/2023 - 4/06/2023), My Mum, Your Dad (31/10/2023 - 20/11/2023); OzTAM Live + VOD VPM, Rolling Cume, Love Island Australia (30/10/2023 - 29/11/2023), includes coviewing on connected tv devices. *The Block and My Mum, Your Dad consolidated 28 as at 29/11/2023.

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.

9Network: The one for your brand

NO.1 NETWORK ALL KEY DEMOS
THE ONE FOR YOUR BRAND

With its wide reach and impactful storytelling, television across all screens allows brands to connect, inspire and leave a lasting impact on audiences. And there’s no place like the 9Network to do just that.

To tell your brand story to millions of highly engaged Aussies, drive impact and see real return on investment, total television on Nine is the ultimate solution.

Capturing the hearts and minds of Aussies no matter where they choose to engage

When Australians unite around content, they turn to Nine. We are home to the best in entertainment, the most trustworthy news and a whole wide world of sport.

For the fifth year in a row, the 9Network has once again asserted its dominance as the most watched network in the five major capital cities with the demographics of choice for advertisers.

With both locally produced premium content and the best in binge-worthy international franchises, 9Now is a streaming experience like no other. And our audiences are only getting bigger.

Linear Television Network
All Key Demos
5 Major Cap Cities

+

CFTA BVOD Comm Share
Total People, People 25-54,
People 18-39

+

Minutes of
Content Streamed
Year-to-Date

Comm Share
for any Network Against
All Key Demos

Aussies Tune in to
9Now Every Month
_

+

Minutes Growth
Year-on-Year

Source: OzTAM Metro 5 City, 1 January 2023 – 29 November 2023, 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 30 November 2023. OzTAM Metro 5 City, 1 January 2023 – 29 November 2023, 6:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 30 November 2023. OzTAM Live + VOD VPM, 1 January 2023 – 29 November 2023. Metric: CFTA Minutes, duration 0+, includes coviewing on Connected TV.

The most recognised content
and biggest live events

Total TV Audience
NRL Grand Final
Panthers v Broncos

+

Streaming Audience
the Largest for a
Rugby League Game
in History

+

Total TV Reach
State of Origin
Games 1-3

+

Streaming Audience
Year-on-Year Growth
State of Origin
Games 1-3

+

Total TV Reach
Australian Open
Weeks 1-2

+

Incremental
BVOD Reach
in Total People

+

Total TV Reach
Married At First Sight
Season 10

+

Average
Streaming Audience
Each Episode

+

Streaming Audience
Year-on-Year Growth

In News
Viewing via BVOD
Every Week of the Year

In Breakfast
Viewing via BVOD
Every Week of the Year

Source: OzTam (5 City Metro & Regional Combined Panel) Nine Network, Nine Content Affiliates, Excluding Encore, Average Audience, Total People, Consolidated 28; OzTAM Live VPM, NRL Grand Final (1/10/2023), State of Origin Games 1-3 (31/5/2023 - 12/07/2023 v 8/06/2022 - 13/07/2022), NRL Premiership -Matches Only (2/03/2023 - 1/10/2023 v 10/03/2022 - 2/10/022), Australian Open Men's Final (29/01/2023), Nine News Hour Sunday - Saturday (1/1/2023 - 9/11/2023. 29/11 based on pre-logs), Today (2/1/2023 - 9/11/2023. 29/11 based on pre-logs), includes coviewing on connected tv devices; The Block Winner Announced (5/11/2023), based on pre log; OzTAM Live + VOD VPM, 9Now Only, Con28, The Block (6/8/2023 - 5/11/2023), Married at First Sight (30/01/2023 - 3/04/2023 v 31/01/2022 - 4/04/2022), Lego Masters (10/04/2023 - 8/05/2023), Travel Guides (19/04/2023 - 14/06/2023 v 30/03/2022 - 18/05/2022), The Summit (14/05/2023 - 4/06/2023), My Mum, Your Dad (31/10/2023 - 20/11/2023); OzTAM Live + VOD VPM, Rolling Cume, Love Island Australia (30/10/2023 - 29/11/2023), includes coviewing on connected tv devices. *The Block and My Mum, Your Dad consolidated 28 as at 29/11/2023.

Total TV Audience
NRL Grand Final
Panthers v Broncos

+

Streaming Audience
the Largest for a Rugby League Game
in History

+

Total TV Reach
State of Origin Series
Games 1-3

+

Streaming Audience
State of Origin Series
Year-on-Year Growth

+

Total TV Reach
Australian Open Tournament
Weeks 1-2

+

Incremental
BVOD Reach
in Total People

+

Total TV Reach
Season 10

+

Average
Streaming Audience
Each Episode

+

Streaming Audience
Year-on-Year Growth

In News Viewing
via Broadcast Video on Demand
Every Week of
the Year

In Breakfast Viewing
via Broadcast Video on Demand
Every Week of
the Year

Create deep connections with the
audiences you need to reach most

Television is a powerful medium with a unique ability to captivate audiences, creating shared experiences that truly bring people together. And with Nine’s leading total television offering, we can extend your message beyond traditional TV screens to connected devices, reaching viewers wherever they are.

Best of all? Through the power of our dynamic targeting capabilities, we can help tell your story to the demographics you need to reach most. A true elevation of your message, with the ability to measure your campaign’s effectiveness in real time.

Unlock the power of impactful
marketing moments still to come

In news, from setting the agenda at breakfast on the TODAY Show, to keeping Australians informed at the 9News hour, and investigating the stories that matter most in A Current Affair, our esteemed journalists have their finger on the pulse and the trust of the nation.

In entertainment, sexy singles continue to flirt up a storm in the Love Island Australia Mallorcan villa, everyday Aussies are embarking on journeys to the most exhilarating places on the planet in Travel Guides and the Christmas spirit is fast approaching, with Australian music icon Paul Kelly making his debut at Vision Australia’s Carols by Candlelight this holiday season. All this, in the lead up to the much anticipated Married at First Sight next year.

In sport, the 2024 Australian Open will start on Sunday, January 14, next year – a 15-day event guaranteed to bring the action like never before. Plus, audiences are gearing up for another blockbuster season of NRL and NRLW, followed by Australia’s greatest sporting rivalry, the Ampol State of Origin series.

All eyes and ears will be on Paris next year, as Nine’s Wide World of Sports will bring every captivating moment, across a plethora of events, at the historic Olympic and Paralympic Games.

Television will make your brand famous. Need proof? Explore how we've helped our partners realise their BIG ideas.

Explore

Talk to us for more information on how to put your brand at the heart of premium content with Nine.

We have Australia’s total attention

WE HAVE AUSTRALIA'S TOTAL ATTENTION
ALL EYES ON YOUR BRAND

With its wide reach and impactful storytelling, television across all screens allows brands to connect, inspire and leave a lasting impact on audiences – and there’s no place like Nine to do just that. We are home to the best in entertainment, the most trustworthy news and a whole wide world of sports that captures the attention of fans across the nation.

With a blockbuster lineup still to come, plus a strategy in place to further extend our content offering and create deeper connections with more audiences than ever before, the momentum is set to continue.

To tell your brand story to millions of highly engaged Aussies, drive impact and see real return on investment, total television is the ultimate solution.

We are Australia's leading network across all screens

Year-to-date, Nine continues to lead the way as the country’s television network of choice for audiences and advertisers. By sharing the stories that connect, we’re consistently engaging all of Australia, during prime time, at scale.

With both locally produced premium content and the best in binge-worthy international franchises, 9Now is a streaming experience like no other. And our audiences are only getting bigger.

Linear Television Network
All Key Demos

+

CFTA BVOD Total Minutes Share
Total People, People 25-54,
People 18-39

+

Total Minutes
Year-on-Year Growth

+

Linear Television Share
All Key Demos

CFTA BVOD
Total Minutes Viewed
_

Minutes Growth
Against All Broadcasters

Source: Metro, OzTAM Overnight Data.See http://www.oztam.com.au/RatingsGuide.aspx for details: Regional, Regional TAM Overnight Data. See https://www.regionaltam.com.au for details. OzTAM Live + VOD VPM, CFTA Only, Weeks 1-24 2023 v Weeks 2-25 2022, metric minutes, includes coviewing on connected tv devices. OzTAM Live + VOD VPM, CFTA Only Share & All Broadcaster YoY, Weeks 1-24 2023 v Weeks 2-25 2022, metric minutes, includes coviewing on connected tv devices.

At the heart of Nine’s total television success is the most recognised, impactful content and biggest live events

+

Total TV Reach
Rounds 1-16

+

Total TV
Cumulative Audience
Origin Game 1 & 2

+

Total TV Reach
Weeks 1-2

+

Incremental
BVOD Reach
in Total People

+

Total TV Reach
Season 10

+

Incremental
BVOD Reach in
Total People

In Timeslot across
5 City Metro for
Total People,
People 25-54 &
People 16-39

In Timeslot across
5 City Metro for
People 16-39 & Grocery Shopper + Child

Source: VOZ Data 5.0 © OzTAM Pty Limited [2023]. TVMAP VOZ ANALYSER, NATIONAL, METRO, REGIONAL 21/06/2023 V 26/06/2022, 0200-2559, Network Nine & Affiliates, Total TV, TV, BVOD, Reach, based on Matching "Primary Description records = contains STATE OF ORIGIN, Multiple Demos, When Watched Basis as at 22.06.2023. TVMAP Total TV Ranking Report, VOZ Data 4.0 © OzTAM Pty Limited [2022]. 2022 YTD as at 25/08/2022, NATIONAL, Nine Network and Affiliates + BVOD, Audience 000s, Total TV, Linear TV, BVOD, Total People, based off Top 20 Programs.Source: State of Origin OzTAM Live VPM, All Broadcasters, 1 Jan 2020 – 31 Jan 2023, metric; BVOD Audience, includes coviewing on connected tv devices; OzTAM Live VPM, State of Origin Game 3, 13/7/2022 v 14/7/2021, includes coviewing on connected tv devices. NRL: OzTAM Live VPM, NRL Matches Only, Rounds 1-16 2023 v Rounds 1-16 2022, metric minutes, includes coviewing on connected tv devices. Australian Open: OzTAM Live VPM, Australian Open, 16/1/2023 – 29/1/2023 v 17/1/2022 – 30/1/2022 & 8/2/2021 – 21/2/2021 & 20/1/2020 - 2/2/2020, includes coviewing on connected tv devices; OzTAM Live VPM, Australian Open Women’s Final, 28/1/2023 v 29/1/2022 & 20/2/2021 & 1/2/2020; 28/1/2023 v 20/2/2021, includes coviewing on connected tv devices. NRL: OzTAM Live VPM, NRL Regular Season, 10/3/2022 – 4/9/2022 v 11/3/2021 – 5/9/2021, metric minutes, includes coviewing on connected tv devices. OzTAM Metro 5 Cap, 01/01/23-19/06/23, Various Demos, Dynamic Share, Channel 9, Channel 7, Channel 10, Con 7 as at 20/06/23, exact match of "A CURRENT AFFAIR", "TODAY".

+

Total TV Reach
NRL Telstra Premiership
Rounds 1-16 + Origin Game 1

Live BVOD audience
against all broadcasters
Origin Game 1

+

Total TV Reach
Australian Open
Weeks 1-2, 2023

+

Incremental
BVOD Reach
in Total People

+

Total TV Reach
Married at First Sight,
2023

+

Incremental BVOD
Reach in
Total People

In timeslot across 5 City Metro
for Total People, P 25-54 & 16-39
A Current Affair

In timeslot across 5 City Metro
for P 16-39 & Grocery Shopper + Child
Today Show

Source: TVMAP Total TV Ranking Report, VOZ Data 4.0 © OzTAM Pty Limited [2022]. 2022 YTD as at 25/08/2022, NATIONAL, Nine Network and Affiliates + BVOD, Audience 000s, Total TV, Linear TV, BVOD, Total People, based off Top 20 Programs.Source: State of Origin OzTAM Live VPM, All Broadcasters, 1 Jan 2020 – 31 Jan 2023, metric; BVOD Audience, includes coviewing on connected tv devices; OzTAM Live VPM, State of Origin Game 3, 13/7/2022 v 14/7/2021, includes coviewing on connected tv devices. Source NRL: OzTAM Live VPM, NRL Matches Only, Rounds 1-16 2023 v Rounds 1-16 2022, metric minutes, includes coviewing on connected tv devices. Source Australian Open: OzTAM Live VPM, Australian Open, 16/1/2023 – 29/1/2023 v 17/1/2022 – 30/1/2022 & 8/2/2021 – 21/2/2021 & 20/1/2020 - 2/2/2020, includes coviewing on connected tv devices; OzTAM Live VPM, Australian Open Women’s Final, 28/1/2023 v 29/1/2022 & 20/2/2021 & 1/2/2020; 28/1/2023 v 20/2/2021, includes coviewing on connected tv devices. NRL: OzTAM Live VPM, NRL Regular Season, 10/3/2022 – 4/9/2022 v 11/3/2021 – 5/9/2021, metric minutes, includes coviewing on connected tv devices.

Create deep connections with the
audiences you need to reach most

Unlock the power of the biggest marketing moments still to come

In news, from setting the agenda at breakfast on the TODAY Show, keeping Australians informed at the 9News hour, to investigating the stories that matter most in A Current Affair, our esteemed journalists have their finger on the pulse and the trust of the nation.

In entertainment, the brand-new, high-adrenaline show RUSH launches Sunday, July 2, a travel adventure series following 12 everyday Aussies as they embark on a trip of a lifetime to some of the most exhilarating places on the planet. With new entertainment aplenty this year, the highly anticipated Gordon Ramsay’s Food Stars is still to come, plus renovation favourite The Block, Love Island Australia and more.

In sport, the NRL Telstra Premiership brings all the action week after week, with Game 3 of Australia’s greatest sporting rivalry, the Ampol State of Origin, still to come on July 12, and one of the world’s most prestigious series, the men’s and women’s Ashes, drawing more sporting fans to Nine than ever.

Plus, Nine’s Wide World of Sports has made a landmark investment in the growth of women’s rugby league, with every game of the 2023 NRLW season to be broadcast live and free on the 9Network and streamed on 9Now from July.

Australia's greatest television across all screens

Explore our brands

Talk to us today for more information on how your brand can capture the attention of millions of Australians through the power of premium television content on Nine.

The Value Equation

Value is an elusive concept, that changes from one situation to the next. But the first thing to note is that value is most certainly in the eye of the beholder. In the context of consumer culture, value is the perception of what a product or service is worth to a customer versus the possible alternatives. Worth means whether the customer feels they received benefits and services over what they paid.

Value is inherent throughout our lives,

even when it isn't about money

Doing someone a favour
"I owe you one"

Giving gifts
Relationships, bonding

In kind
Swaps, passing things on through online marketplaces

Memories
From a dinner or holiday

We set out to understand what value means in today's world, by focusing on five core categories which are representative of, and indicative of the broader Australian consumer market.

Giving structure to value across five categories

Groceries

Instore Retail

Booking Travel

Financial Services

Tech & Appliances

How value manifests by category today

Australian's have gone from a pandemic mindset straight into a cost-of-living mindset. But disruptions such as bank crashes and data leaks have birthed greater appetite for security and privacy.

It's clear that no matter the category, value needs to deliver more than just lower prices

The instability of the economic, and geo-political climate has made consumers prioritise traditionally functional values such as reduced cost, quality, accessibility, and safety & reliability today.

Value drivers that will become more important in 2030

The pursuit of sustainability & the end of abundance living

Navigating an increasingly complex world

To unlock the full potential of value is an exercise that isn't necessarily that straight forward … but when you get it right, you will reap the rewards.

The beauty of value comes with its complexity - value changes by mood, category, time of life, and it's extremely contextual, but also changes by point in time.

Value is relentlessly evolving. We shouldn’t be approaching value with a fixed point of view. The world around us isn’t fixed, therefore our approach to value shouldn’t be.

It is a delicate balance that requires rigor and science to optimize to its most full potential.

Often we throw around value as quite a flippant term, but the gravity it holds is game-changing and we want to help you unlock its full potential.

Source: Nine’s Proprietary Research -The Value Equation

For further information on the research, contact your Nine representative or complete the form. A member of the team will be in touch.

I Am What I Am

We live in an increasingly complicated world, where there are many ways of ‘being human’. At the same time, all people share some experiences in common: all learn, exchange and communicate beliefs, create and maintain social relationships, and adapt to different environments and situations.

Identity is made up of a broad variety of aspects, and not all of them are perceived to be in our control

When it comes to living our identity, some aspects are more important than others

'Personal values' is the core of our identity, our guiding star. And it helps define who we are and how everything else is perceived, shaped and prioritised.

To understand what it means to be human, we look at the importance of connection and the influences it has in shaping our identities.

The closest, most intimate inner spheres have highest levels of influence, both positive and negative

“When I travel to Asia to see my family, I tend to play down the Western values and adjust myself to please and not offend.”

Millennial

Social media has created shortcuts to hard-to-access communities, enabling discovery and connection

“Sharing things online feels very easy compared to in-person, as I am not speaking to any one person specifically. I’m not editing myself to fit a certain person.”

Gen Z

There has always been a need for humans to live in alignment, but a number of factors have come together in more recent years to accelerate this need.

81%

of Australians agree that what was important to them became of even greater importance during COVID.

75%

of Australians have made changes, are changing, or want to make future changes.

There are four main barriers limiting our ability to change

58%

Time/knowledge restraints
(Mostly Gen Y and Gen Z)

51%

Financial barriers
(Mostly Gen Y)

42%

Lack of confidence
(Mostly Female, Metro)

23%

Fear of the unknown
(Everyone)

It’s clear that the desire to have our lives reflect our identity is an enduring human need, and that the experiences of the past few years have accelerated and put greater focus on this need. In the past, we may have asked how brands can best reflect or represent these needs. But the question now is how can brands actively support someone expressing and living their identity?

Social media has created shortcuts to hard-to-access communities, enabling discovery and connection

“Today I saw an ad by Bras N Things that showed a plus size woman with voluptuous curves. Seeing this ad made me whoop and fist pump the air!”

Millennial

When it comes to identity and personal expression, there are four categories that brands fall into:

Champion brands

That seek to make change by showcasing different people and supporting different voices and viewpoints

Positive support

Brands that authentically represent a wide range of different people

None

Brands that do nothing to represent anyone outside the mainstream

Negative impact

Brands that showcase tokenistic representation or harmful stereotypes

We surveyed 50 brands on how they represent different aspects of people's identities

Source: Nine’s Proprietary Research - I am what I am: Identity and Brands

For further information on the research, contact your Nine representative or complete the form.
A member of the team will be in touch.

Rise of the Super Consumer

That's how we've always done it.

Meet the Super Consumers

In 2021, Powered by Nine introduced you to the Blindspot in Australian marketing - a high value audience who were under valued and under represented, but worth $2.3 billion in weekly household spend. That blindspot is Australians aged 55-64.

Earlier this year, we partnered with GFK to undertake a new study, taking a deeper dive into the behaviours and impact of the Super Consumer.

Source: ID Consulting, census 2021

Recap on the event

What you need to know

Australia's population is ageing

From 2016 to 2021* Australia’s population has increased by 2.02 million, with 13% of that growth coming from people aged 55-64.

Overall, the median age has increased from 35 to 38 over the past 20 years.

While people aged 25-44 represent the largest age cohort in terms of population (28%), the 45-64 year groups equate to 25%, of which around half are over 55.

Source: ID Consulting, census 2021

Rethinking retirement

The retirement age is the oldest it has been since the early 1970s.

Shift in retirement age since early 2000s:

Men
63.2 > 66.2

Women
61.7 > 64.8

Source: KPMG, Feb 2023. ‘When will I retire?’ Educated Aussies are choosing to work longer. [1] ABS, RBA Mar 2020 'Demographic Trends, Household Finances and Spending'

Highest household income

45-54s record the highest household income and household consumption whilst 55-64s are on par with 35-44s, and increasing at the fastest rate.

Households headed by 55-64s recorded the highest real income growth, and their ability to draw down from their super further fuels consumption growth.

Growth in household consumption can be attributed to lifestyle changes:

Stronger growth in their incomes, compared with other age groups.
Household composition changes, such as children staying at home longer, or increased life expectancy.

Source: ABS, RBA Mar 2020 'Demographic Trends, Household Finances and Spending'

And while most Australians are struggling with the rising cost of living...

55-64s are the resilient super consumers

Less affected by the rising cost of groceries, interest rates, rental rates, and low wage growth

Source: Nine Consumer Pulse survey, March 2023

Report the lowest levels of financial distress (vs. other, younger age groups) and are significantly more likely to report that they have not experienced any financial distress in the last 12 months

Source: GfK Study April 2022

Feeling overall more positive than younger Australians

Source: Nine Consumer Pulse survey, March 2023

Spending habits

In the past 6 months, 45-64s have been spending on a wide range of categories from dining out and beauty to gardening and technology. They have also been spending more on all categories when compared to last year, with 49% having spent more on travel (domestic and overseas). And are spending more on key categories than their younger counterparts.

45-64s spending more when compared to last year vs average

Education
(Higher among 55-64s, x1.4)

Solar power

Experiences and entertainment
(Theatre, cinema, etc. – higher among 55-64s, x1.2)

Furniture
(Higher among 55-64, x1.3)

Technology
(Eg. smartphone, laptop, earphones – higher among 55-64s, x1.2)

Domestic travel/holidays

Source: GfK bespoke survey, April 2023

Despite their higher purchasing power, as consumers they are very similar to some of their younger counterparts

When it comes to brand loyalty, there are many generational similarities

Let us know how much you personally agree or disagree with each.
NET: Agree (%)

Source: GfK bespoke survey, April 2023

Their media consumption is spread across multiple platforms

In a typical week, which, if any of the follow do you read, watch or listen to? (%)

Source: GfK bespoke survey, April 2023

Personal values are relatively consistent across all age groups too

Honesty

Protecting the family

Authenticity

Freedom

Enjoying life

Stable personal relationships

Self-esteem

Friendship

Self-reliance

Working hard

However, when it comes to being green, 45-54s and 55-64s stand out among younger cohorts

Source: GfK Consumer Life, April 2023

Super Consumers are influencers

"My mother bought a car. I recommended Toyota because of its reliability."

Male, 55-64

"Typically mobile phones and what is best for my parents."

Male, 55-64

"My dad has asked me if I knew anything about toasters so I described the toaster (I recently purchased) and where I purchased it from."

Female, 55-64

"I was asked by my parents what streaming products I recommend and I highly recommended Netflix as it is the best brand for streaming the latest movies."

Male, 45-54

Influencing generations before...

...and after them

"My daughter and her wife have just bought their first house. As part of setting up their new home, they have needed to buy new appliances and organise plumbers and electricians. My daughter has asked my opinion on both brands and contractors to help her make decisions on what to purchase and who from. I have been happy to help with that as I know she values my opinions gained from life experience."

Male, 55-64

"I have advised my adult daughters on recommendations for things like insurance, supermarket products like brands of tea and coffee to just name a couple...

Also, my experiences with my laptop brand and the store I bought it from."

Female, 55-64

"My daughter admired my coffee machine. I explained its features and what was needed for the average coffee buff. We discussed brands that she had been looking at in comparison to what I had."

Female, 45-54

"My son has wanted to purchase the same sort of fridge that I had just bought. So, I guided him on what to look for in a fridge and the companies/websites to look at or avoid."

Female, 55-64

Source: GfK bespoke survey, April 2023 qualitative interviews

And their influence is not limited to their immediate family

2 in 5

(45-64s)

told us they are involved in the purchase of brands/products for their family and friends

1 in 3

(45-64s)

said that they actively talk about experiences they have with brands, products or services

Source: GfK bespoke survey, April 2023

Super Consumers are...

Financially
resilient

Informed and engaged

Highly
influential

Now is the moment to re-think 'how we've always done it.'

For further information on the research, contact your Nine representative or complete the form. A member of the team will be in touch.

Nine’s Q1 Ratings 2023

42.5% comm share
Linear TV People 25-54

56.5% comm share
BVOD People 25-54

With more hit programs than any other network, the 9Network has enjoyed its best ever start to the year since the inception of OzTAM in 2001, together with record streaming numbers on 9Now.

At the conclusion of Quarter One of 2023, the 9Network is a dominant No.1 on linear television with People 25-54, 16-39, Grocery Shopper + Child and Total People, while 9Now is trouncing the opposition as Australia’s outright No.1 CFTA BVOD platform with all key demos and Total People.

The unassailable combination of the 9Network’s market leading television network, coupled with the country’s favourite CFTA BVOD platform, make for a truly powerful Total TV proposition.

The bumper free-to-air and commercial shares achieved by the 9Network are the highest on record at this point of the year.

Across both the calendar year and the survey year, the 9Network has blitzed all opposition.

The 9Network and Nine’s primary channel have won every week of the ratings survey period with all key demographics and Total People.

The biggest Total Television audiences
are right here on Nine

Michael Healy, Nine's Director of Television, said: “These results are nothing short of phenomenal. To have achieved our best first quarter on record is a real credit to everyone at Nine and to our production partners for creating such engaging programming that has resonated so strongly with the Australian public. We don’t take the loyalty of our viewers for granted and look forward to providing even more compelling viewing moments in the coming months.”

Michael Stephenson, Nine’s Chief Sales Officer, said: “At the beginning of the year we said Nine would be the safest bet for Australian advertisers and after the first quarter there is absolutely no doubt that we have delivered the biggest audiences across our Total Television platforms. Married At First Sight has delivered year-on-year growth across Total Television, the NRL has got off to an absolute flyer delivering year-on-year growth across Total Television and we’ve still got Lego Masters, Parental Guidance and The Summit all to come over the course of the next three months, in addition to the NRL State of Origin, and news and current affairs. We are up to 10 points ahead of our nearest competitor in audience share – if you want consistency of audience, Nine is the only place to come.”

Linear Television – Network commercial shares
6pm to midnight - 2023 calendar year

18:00-MN	Network	Network	Network
25-54	42.5%	31.4%	26.1%
16-39	43.3%	31.1%	25.7%
GS + CH	45.0%	30.9%	24.1%
Total People	42.0%	36.7%	21.3%

Source: OzTAM Metro Total TV, 5 City Metro, Consolidated 28 (as at 31/03/2023), CYTD as at 31/03/2023, Total Individuals/P25-54/P16-39/GS+Ch, Nine Network/Seven Network/10 Network, 18:00-23:59:59, Commercial Share.

Linear Television – Network commercial shares
6pm to midnight - 2023 survey year

18:00-MN	Network	Network	Network
25-54	42.7%	30.4%	26.8%
16-39	42.9%	30.5%	26.6%
GS + CH	45.9%	29.4%	24.7%
Total People	42.3%	36.1%	21.7%

Source: OzTAM Metro Total TV, 5 City Metro, Consolidated 28 (as at 31/03/2023), SYTD as at 31/03/2023, Total Individuals/P25-54/P16-39/GS+Ch, Nine Network/Seven Network/10 Network, 18:00-23:59:59, Commercial Share.

Linear Television - Free-to-air network shares
6pm to midnight - 2023 calendar year

18:00-MN	Network	Network	Network	Network	Network
Ppl 25-54	34.3%	25.4%	21.1%	12.2%	7.1%
Ppl 16-39	35.9%	25.8%	21.3%	11.6%	5.5%
GS + Child	36.7%	25.2%	19.6%	12.3%	6.2%
Total Ind.	30.8%	26.8%	15.6%	17.9%	8.9%

Linear Television - Free-to-air network shares
6pm to midnight - 2023 survey year

18:00-MN	Network	Network	Network	Network	Network
Ppl 25-54	34.5%	24.6%	21.7%	12.6%	6.6%
Ppl 16-39	35.6%	25.3%	22.1%	11.8%	5.1%
GS + Child	37.6%	24.1%	20.2%	12.4%	5.7%
Total Ind.	30.9%	26.4%	15.8%	18.4%	8.5%

Australia's No.1 CFTA
Broadcast Video on Demand Platform

9Now is enjoying its best ever start to the year with record viewing

More than 5.4 billion minutes of content has been streamed on 9Now in 2023 – a year-on-year increase of 14%.

9Now has won every week of the year-to-date against its commercial free-to-air competitors with People 25-54, 18-39 and Total People.

Broadcast Video on Demand commercial shares
2023 survey year


Ppl 25-54	56.5%	28.1%	15.4%
Ppl 18-39	60.8%	25.2%	14.0%
Total People	55.5%	29.3%	15.3%

Source: OzTAM Live + VOD VPM, CFTA Only, 1 Jan – 30 Mar 2023, metric; minutes, includes covieiwng on connected tv devices

Australia's undisputed No.1 program in Q1 is Married at First Sight

MAFS currently has a Total TV average audience of 2.023 million viewers per episode – up 5% year-on-year.

MAFS currently has an average BVOD audience of 658,000 per episode, indicating a third of the program’s audience is streaming it on 9Now.

The blockbuster program will come to an explosive conclusion over two massive episodes this Sunday and Monday.

Also performing strongly for Nine in Q1 were

Big Miracles – Total TV average audience of 707,000 viewers per episode

The Hundred with Andy Lee - Total TV average audience of 673,000 viewers per episode

Under Investigation with Liz Hayes - Total TV average audience of 667,000 viewers per episode

A Current Affair is Australia’s No. 1 public affairs program with a Total TV average audience of 884,000 viewers per episode since new host Ally Langdon joined the show. On Monday of this week, A Current Affair recorded its highest rating episode of the year with an average audience of 1.1 million.

The new-look Today show, with Karl Stefanovic and Sarah Abo, is winning the breakfast slot across the combined East Coast capitals of Sydney, Melbourne and Brisbane. Each week, the Today show reaches an average of 1.6 million viewers.

And Nine's coverage of the NRL season (Rounds 1-4) has audiences up 12% year-on-year across Total TV.

Source: OzTam Metro + Regional Data, 5 City Metro + Combined Agg Markets, Total People, Overnight + Timeshift to 28; OzTAM Live + VOD VPM, Consolidated 28, includes coviewing on connected tv devices, Married at First Sight (30/01/2023 - 1/03/2023), Big Miracles (6/02/2023 - 20/03/2023), The Hundred with Andy Lee (7/02/2023 - 28/03/2023), Under Investigation (8/02/2023 - 29/03/2023); OzTAM Live + VOD VPM, Consolidated 28, Married at First Sight Season 10, 30/01/2023 - 29/03/2023), includes coviewing on connected tv devices; OzTam Metro + Regional Data, 5 City Metro + Combined Agg Markets, Total People, Overnight + Timeshift to 28; OzTAM Live VPM, includes coviewing on connected tv devices, Today Show (2/01/2023 - 29/03/2023), A Current Affair (30/01/2023 - 29/03/2023)

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.

Powered Predicts 2023

Powered Predicts is the culmination of an extensive body of research that seeks to underpin the emerging trends in media, marketing and advertising, designed to help your brand step into 2023 ahead of the game.

The butterfly effect of the last few years has taught us that each action has a consequence

As we continue to liberate ourselves from the things that no longer serve us, we are considering new ways of living, working, creating, co-operating, and communicating – with brands, each other, and the wider world.

2023 is expected to be a year of increased uncertainty, therefore it's only natural that we are more considered in our choices. Considered because we want to get it right but also because we can't really afford to get it wrong.

Powered Predicts trends surface organically from a broad spectrum of sources and tell the story of people and their relationship with their environment, technology, brands, and each other.

The butterfly effect of the last few years has taught us that each action has a consequence

Powered Predicts trends surface organically from broad spectrum of sources and tell the story of people and their relationship with their environment, technology, brands, and each other.

Toby Boon

Director of Strategy & Creative Solutions, Powered by Nine

Now in its third year, Powered Predicts is an ongoing trend-tracking initiative from Powered by Nine’s Strategy & Creative Solutions team. The project’s focus is to identify the key cultural trends which we believe will build momentum over the next twelve months, and unpack what they mean for Australia’s marketers and their agencies.

To inform these predictions, the team draws on consumer research and category shifts, creative effectiveness studies, cultural forecasting, and the business objectives driving advertisers’ media briefs. This means that our “top 9” list is eclectic and reflects the diverse range of sources and analysis that shape it. From the re-evaluation of “value” to choice paralysis, from new rules for personal relationships to the growing role that pets play in purchase decisions, Powered Predicts offers brands an intriguing and invaluable glimpse into the year ahead.

Now in it’s third year, Powered Predicts is an on-going trend-tracking initiative from Powered by Nine’s Strategy & Creative Solutions team. The project’s focus is to identify the key cultural trends which we believe will build momentum over the next twelve months, and unpack what they mean for Australia’s marketers and their agencies.

To inform these predictions, the team draws on consumer research and category shifts, creative effectiveness studies, cultural forecasting and the business objectives driving advertisers’ media briefs. This means that our “top 9” list is eclectic, but it reflects the diverse range of sources and analysis that shaped it. From the re-evaluation of “value” to choice paralysis; from new rules for personal relationships to the growing role that pets play in purchase decisions, Powered Predicts offers brands an intriguing and invaluable glimpse into the year ahead.

Tony Boon

Director of Strategy and Insights, Powered

To explore the future together, and delve deeper into these trends, please request a tailored presentation by completing this form.

Nine is home to the biggest shows in Australia

For more information

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The most recognised content and biggest live events

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At the heart of Nine’s total television success is the most recognised, impactful content and biggest live events

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Value is inherent throughout our lives,

even when it isn't about money

Giving structure to value across five categories

How value manifests by category today

It's clear that no matter the category, value needs to deliver more than just lower prices

Value drivers that will become more important in 2030

The pursuit of sustainability & the end of abundance living

Navigating an increasingly complex world

Identity is made up of a broad variety of aspects, and not all of them are perceived to be in our control

When it comes to living our identity, some aspects are more important than others

The closest, most intimate inner spheres have highest levels of influence, both positive and negative

Social media has created shortcuts to hard-to-access communities, enabling discovery and connection​

81%

75%

There are four main barriers limiting our ability to change​

58%

51%

42%

23%

Social media has created shortcuts to hard-to-access communities, enabling discovery and connection​

When it comes to identity and personal expression, there are four categories that brands fall into:

We surveyed 50 brands on how they represent different aspects of people's identities ​

That's how we've always done it.

Meet the Super Consumers

Recap on the event

What you need to know

Australia's population is ageing

Rethinking retirement

Highest household income

55-64s are the resilient super consumers

Spending habits

Despite their higher purchasing power, as consumers they are very similar to some of their younger counterparts

Super Consumers are influencers

2 in 5

1 in 3

Super Consumers are...

Now is the moment to re-think 'how we've always done it.'

Australia's undisputed No.1 program in Q1 is Married at First Sight

Also performing strongly for Nine in Q1 were

For more information

The butterfly effect of the last few years has taught us that each action has a consequence

The butterfly effect of the last few years has taught us that each action has a consequence

The most recognised content
and biggest live events

Social media has created shortcuts to hard-to-access communities, enabling discovery and connection

There are four main barriers limiting our ability to change

Social media has created shortcuts to hard-to-access communities, enabling discovery and connection

We surveyed 50 brands on how they represent different aspects of people's identities