Consumer Pulse Sport February 2024

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WHAT'S HOT AND WHAT'S NOT

February 2024

Consumer Pulse – Sport surveys around 2,000 national respondents spanning Nine’s TV, digital, print and talk radio audiences. 

The monthly survey covers attitudes and behaviours towards sports viewing and the influence of sport on Australian culture, to strengthen Nine's position as Australia's Media Company, underpinned by our value that Australia Belongs Here.

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16-19 February, 2024

Inside this month’s Consumer Pulse - Sport dip

16-19 February, 2024

Consumer Insights

Unprompted awareness of major sporting events in the next 12 months

When we asked our Nine audiences if they are aware of any sporting events taking place in 2024, the Paris 2024 Olympic Games received significantly more mentions than any other event. Overall, 3 in 5 spontaneously recalled the Olympic Games, consistently high across all age groups and significantly higher among women.

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Sport or sporting event Nine audiences are most excited for in 2024

Along with widespread awareness, 2 in 5 of Nine’s audiences spontaneously mentioned that they are most excited about the Paris 2024 Olympic Games, making it the most anticipated sporting event of 2024. Its popularity extends across all age groups and is significantly higher among women (47%).

Interest in watching sports or sporting events

With five months to go before the Olympic Games begin, 8 in 10 of Nine’s audiences are already showing interest in viewing the Paris Olympics (1 in 2 saying they are “very interested” in watching). Viewing intention is consistently high with both men and women.

Watching TV
PERTH, AUSTRALIA - OCTOBER 26: Ellie Carpenter of the Matildas celebrates her goal during the AFC Women's Asian Olympic Qualifier match between Australia Matildas and IR Iran at HBF Park on October 26, 2023 in Perth, Australia. (Photo by James Worsfold/Getty Images)

Top 5 sporting teams Nine audiences are currently interested in or following

Top 5 Sporting Teams Rank
Matildas1
Australian Cricket Team2
Sydney Swans3
Australian Olympic Team4
Collingwood5

Top 10 sports personalities/ athletes Nine audiences are currently interested in or following

Top 10 Athletes Rank
Sam Kerr1
Pat Cummins2
Alex De Minaur3
Daniel Ricardo4
Steve Smith5
Oscar Piastri6
Alyssa Healy7
Minjee Lee8
Jannik Sinner9
Emma McKeon10
PERTH, AUSTRALIA - OCTOBER 26: Sam Kerr of the Matildas attempts to intercept the ball during the AFC Women's Asian Olympic Qualifier match between Australia Matildas and IR Iran at HBF Park on October 26, 2023 in Perth, Australia. (Photo by James Worsfold/Getty Images)

Conversation Starters

Consumption Trends

The most common way to consume local sports content is to watch live and on free-to-air TV

Among those who follow any Australian sport or sporting event, 7 in 10 normally watch live and via free-to-air TV, because it is free, convenient and easy. Men are more likely to be consuming sports across a wide range of free and paid platforms, although free-to-air TV is the most common.

Watch live and via free-to-air TV

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

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Consumer Considerations

‘No cost, convenient, easy.’
– Male, 48  

‘Easy access and costs nothing.’
– Male, 65

‘I like watching it live. Free-to-air is the quickest and easiest to access.’
– Male, 45

'I'm not interested in watching catch-up if I already know the result.’
– Female, 48

WATCHING LIVE

Watch international sport content 'live'

Six in 10 tune-in to watch international sports content ‘live’

Among Nine audiences who watch any international sports or sporting events, a significant 6 in 10 tune-in to watch live, even to watch sport not in our time zone (higher among men and people under the age of 45).

CONSUMER CONSIDERATIONS

‘So you can experience the emotion and thrill live’
– Male, 39  

‘To get the full substance and excitement’
– Male, 42

‘Exciting to watch things live and not know what's happening.’
– Female, 38

Couple laughing at footage on laptop at breakfast

Source: Nine’s Consumer Pulse - Sports Edition, February 2024 (n=4,042)

GET IN TOUCH

Want to know more?

Contact your Nine representative directly, or fill out the form and we'll be in touch.

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Consumer Pulse February 2024

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WHAT'S HOT AND WHAT'S NOT

February 2024

The national mood is improving, as Australians look to travel both domestically and internationally, and the rise in popularity of short-term trips are all fuelling opinions and conversations this month.

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2-5 February, 2024

Inside this month’s Consumer Pulse dip

Mood of the Nation

The national mood

Has improved this month following two months of negative emotions being more prominent. This positive rise in emotions comes with increased feelings of being optimistic, as well as relaxed, calm and hopeful being the top three emotions this month.

This month has also seen significant drops in feelings of being stressed, overwhelmed and unsure.

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

Dominant mood indicators

The top ten dominant moods are a mix of positive and negative emotions. With the higher net positive emotions, the top four emotions are positive, with feelings of relaxation, calm, hope and optimism topping the list this month. Feelings of being anxious, frustrated and stressed decreased, however these remained the fifth, sixth and seventh most prominent emotions this month.

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

Purchase consideration

An international holiday

Is the top purchase consideration for the month (24%), followed by a domestic holiday (23%), clothing (21%) and gardening (17%). Domestic travel saw the largest increase since November 2023 among the purchasing categories. Overall, purchase consideration across all major categories is down four percentage points from last quarter, but this is similar to the levels of consideration seen in August 2023.

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

Conversation starters

TRAVEL INTENTIONS

Australians are planning to travel in the next 12 months

73% of Nine’s audiences are planning to travel in the next 12 months; 89%  are planning a domestic trip while 65% are planning an international trip.

Of those travelling domestically, 65% are planning two or more trips within the next 12 months.

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BRAND CONSIDERATION

With consumers growing desire to travel, as they search for inspiration ensure you have a strong brand presence on relevant platforms.

TRUST IN WEBSITES

People trust online reviews and

for holiday information

Over half of Nine’s audience noted trust in travel websites for information when planning/booking a holiday.

Other trusted sources included family and friends (63%), word of mouth (52%) and online reviews (43%). More than one in three of Nine’s audience under the age of 45 also noted trusting social media as a source for holiday planning information.

BRAND CONSIDERATION

Maximising platforms with highly engaged travel readers will benefit your brand as a source of truth for travel experiences.

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The popularity of short-term trips

of Nine’s audience said their next trip will be less than two weeks

Shorter trips were especially popular among the female audience, with 34% saying their next trip would be less than seven days (in comparison to 27% for the male audience). 

Those who take shorter trips are also likely to travel more often.  People who noted their next trip being under a week are planning on average 2.9 trips in the next 12 months, compared to 2.2 for those who plan their next trip to be more than a week.

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BRAND CONSIDERATION

If your brand lives in the travel space, offering unique and engaging experiences tailored to short-term trips will help to entice travellers and reap rewards for your brand.

GET IN TOUCH

Want to know more?

Contact your Nine representative directly, or fill out the form and we'll be in touch.

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Powered Predicts 2024

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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. 

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01_FullSpectrumFeels
02_SimplifyingAComplexWorld
03_SonicBoom
04_MasculinityRecalibrating
05_RealityCheck
06_CrisisCommerce
07_LongerFormRenaissance
08_MultidimensionalAthletes
09_CreativitysNextFrontier
LookingAhead_2
01_FullSpectrumFeels
02_SimplifyingAComplexWorld
03_SonicBoom
04_MasculinityRecalibrating
05_RealityCheck
06_CrisisCommerce
07_LongerFormRenaissance
08_MultidimensionalAthletes
09_CreativitysNextFrontier

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.

TobyBoon_HS_BW_1

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.

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Talking Media with Nine: Data, AI and Marketing – Charting the Uncharted in 2024

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Episode One

Data, AI and Marketing - Charting the Uncharted in 2024

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MARKETERS ARE ON THE FRONT LINE

Nine’s Liana Dubois and Suzie Cardwell with ADMA’s Andrea Martens discuss incoming post-privacy, post-cookie impacts

Seismic shifts in data privacy, the demise of third-party cookies, and the burgeoning influence of Artificial Intelligence (AI) make 2024 “the most pivotal year for marketers in decades,” warns ADMA CEO Andrea Martens, with marketers “on the front line” for ensuring compliance under the new rules of engagement. Nine’s CMO Liana Dubois, Chief Data Officer Suzie Cardwell and ADMA CEO Andrea Martens, unpack what’s coming rapidly down the track. 

Read More

Data privacy impacts

The year heralds the most extensive review of the Privacy Act since its late-1990s inception. What we know so far is these changes redefine personal information and place new demands on businesses. Companies must adapt to these legal shifts, balancing the collection and use of consumer data with heightened transparency and ethical considerations. This evolution challenges marketers to rethink their data strategies, pushing them towards more responsible and transparent practices in how they handle customer information.

In another seismic shift, the imminent removal of the Small Business exemption spells a broader impact. Marketers across businesses of all sizes now face the challenge of pre-emptively considering the use of data, weighing its benefits against privacy and ethical risks. The narrative shifts from data collection to responsible data stewardship, emphasising consent, transparency, and consumer protection. As ADMA CEO Andrea Martens puts it: “There’s a real shift in the onus of responsibility from customer to the business to act more responsibly, and to be more transparent in the data practices and notices. Businesses will need to decide if collecting data is worth the risk.”

Cookies crunch

Suzie Cardwell addresses the game-changing scenario of third-party cookie deprecation, a move set to redefine digital advertising. This development underlines the importance of first-party data, marking a critical juncture for targeted communication and audience engagement strategies. The reliance on third-party cookies has been a cornerstone of digital marketing; its absence necessitates a fundamental reassessment of targeting practices. Marketers are now compelled to develop more direct, consent-based relationships with consumers, fostering trust and relevance in an increasingly privacy-conscious world. Cardwell stresses the importance of transparency in data collection and consent management, especially with new types of data being considered personal information. “We need to make sure that with those new types of data, if we are collecting it, first of all, we're very transparent with the consumer about the fact that we're doing that” she says. Plus, if people decide they don’t want their data held, businesses need to make opt-outs easy.

AI
ascendancy

AI’s ascent in the marketing domain offers a blend of challenges and opportunities. It automates mundane tasks, freeing marketers to focus on creative and strategic endeavours. However, ethical considerations and the need for responsible AI governance cannot be overstated. The integration of AI in marketing must be approached with a blend of enthusiasm and caution, ensuring data integrity and ethical usage. AI's potential to personalise customer experiences is counterbalanced by the need for transparency and adherence to privacy norms. Liana Dubois sees AI's potential to enhance customer experiences and personalise marketing efforts as significant, but it must be balanced with ethical considerations. She says: “The idea of [AI] can only be as good as the tradesperson using it.”

CMO warning

Businesses that are already applying best data practices “don’t need to be worried” about incoming privacy law changes, says Martens. “It is the marketers that believe compliance sits somewhere else in the business, that it sits with the legal teams or their agencies, they’re actually the ones that need to get across the changes. Because the reality is that the marketers are the ones that are going to be at the front line … It is not something that can be delegated to another department.”

In this context, internal collaboration within companies takes on paramount importance. As organisations grapple with the complexities of new data privacy regulations, the phasing out of third-party cookies, and the ethical integration of AI, the need for cohesive internal strategy becomes clear. Departments such as marketing, legal, data management, and technology must work in unison to navigate these changes effectively. This internal synergy is not just about compliance or technology adoption – it’s about creating a unified vision that places the consumer at the forefront, ensuring that all facets of the company are aligned in their approach to these new challenges.

Summary 

The year 2024 marks a significant turning point for marketers. Balancing the technical aspects of data privacy, cookie deprecation, and AI with the art of creativity and consumer centricity will be key to navigating these changes successfully. As we embrace these challenges, the internal focus must be on transparency, ethics, and collaboration whilst building trust and providing value to the consumer.

Key take-aways 

Embrace transparency in data handling: Understand and adapt to evolving data privacy regulations. Be clear about what data you’re collecting and why, ensuring transparency with consumers.

Focus on first-party data: With the deprecation of third-party cookies, shift your focus to building and leveraging first-party data. Develop direct relationships with your audience based on trust and consent.

Collaborate for better insights: Work collaboratively within your organisation and with external partners to share insights and strategies. This can help in better understanding and navigating the changing marketing landscape.

Prepare for AI integration: Acknowledge the role of AI in marketing and prepare for its ethical and effective use. AI can automate routine tasks and enhance customer experiences, but it must be managed responsibly.

Stay informed and adaptable: Continuously educate yourself about new laws, technologies, and market trends. Be adaptable in your strategies to stay ahead in a rapidly evolving digital environment.

Have a question or comment about this episode? We'd love to hear from you. Please fill in the form.

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Tipping Point Australia

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A game show phenomenon with a NEW Aussie twist

Off the back of the breakout success of Tipping Point UK, Nine has created our very own supercharged version for Aussie fans.​

​For the first time, filmed in front of a live audience, this high-stakes game show will go to air at 5.00pm on week nights, leading into the 9News 6.00pm bulletin in 2024.​

​Our local version has our own format twists – from the introduction of Temptation Jackpot to a brand-new studio and upgraded Machine, which will excite Tipping Point tragics and a new breed of fans alike.​

Don’t miss out on your chance to invest with low-risk and maximum reward. ​

Led by Nine's super host Todd Woodbridge

In 2024, fresh from his Australian Open commentating duties, Todd Woodbridge takes on his latest challenge as host of Nine’s Tipping Point.​

He is one of the network’s pre-eminent hosts, having been a part of Nine’s Ashes coverage, the Australian PGA golf tournaments and Postcards.  He will also feature in Nine’s coverage of the 2024 Olympic Games in Paris.

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Tipping Point Australia is what viewers have been waiting for

It’s not often that a new format comes along that is a proven global sensation and is easily accessible for brands. Tipping Point has already amassed a cult following in Australia through the UK version, attracting a game show-loving audience in this timeslot for over 20 years.

Connecting with game-show lovers at 5pm for over 20 years

We know who they are & how to engage them

%

55% Female

%

45% Male

People
Eye

Average Audience per episode

TV

Average Weekly Reach

%

Aged 25 - 32

%

Are the grocery shopper

Source: OzTAM Metro (5CM) and Regional Combined Panel, Week 7-34 2023, Mon - Fri, 17:00 - 17:59, Channel 9, Avg Aud, Avg Weekly Reach, Total People (demo attributes by sex & age group) Consolidated 7​. TV MAP VOZ Analyser, VOZ Data 4.0 © OzTAM Pty Limited [2023], 12/2/23 - 26/8/23, Nine Content, 17:00-18:00, Average Audience, Mon - Friday, National, Linear TV. TV MAP VOZ Analyser, VOZ Data 4.0 © OzTAM Pty Limited [2023], 12/2/23 - 26/8/23, Nine Content, 17:00-18:00, Total Grocery Shopper, Average Audience, Mon - Friday, National, Linear TV.  

The Tipping Point Trifecta

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There are plenty of playful opportunities for your brand to interact with this audience

The Tipping Point  for your brand

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Temptation Jackpot

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Viewer At Home Trivia

MysteryBox

Mystery Prize Provider

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Own The Last Break

To find out what your brand can achieve with Tipping Point Australia, request a tailored response to help realise your marketing objectives.

Request more information - GENERIC

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NRL on Nine 2024

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NRL ON NINE IS
IN A LEAGUE OF ITS OWN

The NRL on Nine is a mega-marketing platform where brands can connect seamlessly and contextually across a unified platform ecosystem. The result? Reaching highly engaged, passionate super fans across moments of unrivalled impact.

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

CHECK OUT WHAT'S
IN STORE IN 2024

NRL on Nine is the greatest game of all, uniting people regardless of their background as they barrack for their team. And for over 30 years, Nine's Wide World of Sports has been a very proud part of it. This season, a new history awaits.

tHE BEST NRL COVERAGE, EVERY WEEK
broadcasting australia's biggest games in footy

The best NRL content delivered to our audiences on demand wherever and whenever they want. From the All Stars fixtures in February, right through to the internationals in November, and everything in between. The NRL offers 32 weeks of continuous content, spread across key competitions and underpinned by Nine's 24/7 conversation, providing opportunities to create bespoke campaigns around calendar moments. Weekly news and magazine shows support and drive the stories, providing opportunities for your brand to always be part of the conversation.

AUSTRALIA'S MOST EXCITING SPORT
UNLEASHED IN LAS VEGAS

For the first time ever, the NRL Telstra Premiership season will kick off on American soil. The 2024 season opening double-header will make history on Saturday, March 2, at the world’s greatest arena, Allegiant Stadium.

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FEBRUARY 11
SINGLE MATCH

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MARCH 2
TO OCTOBER 1

Men's NRL

MAY 31
TO JULY 12

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JUNE 1
TO JUNE 22

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JULY 22
TO OCTOBER 1

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SEPTEMBER 8
TO OCTOBER 1

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24_7 conversation

FEBRUARY 11
SINGLE MATCH

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MARCH 2 TO
OCTOBER 1

Men's NRL

MAY 31 TO JULY 12

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JUNE 1 TO JUNE 22

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JULY 22 TO
OCTOBER 1

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SEPTEMBER 8
TO OCTOBER 1

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24_7 conversation mobileview

NINE’S TOTAL MEDIA POWERHOUSE

REACHING AUSSIES NO MATTER WHERETHEY ENGAGE

Rugby league on Nine is powered by an unrivalled cross-platform. With total television coverage including live-in-play simulcast, high-definition Broadcast Video on Demand, our vast publishing environment, and highly engaging audio products. And the reality is that a sport is only as big as its fans, and the NRL has a fanbase that’s in a league of its own.​​

Nine is the only place that covers every moment and every story, whenever and wherever NRL fans choose to engage.

TV

BROADCASTING +750 HOURS OF
LIVE NRL MATCHES

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Reaching 15.7 million in 2023, we offer not just the linear experience on Channel 9 but also Australia’s leading on-demand and streaming platform 9Now, creating new ways for brands to tell their story.

TotalAudio

AIRING +800 HOURS OF
NRL RADIO CONTENT

TOTAL AUDIO

Reaching 2 million across radio in 2023, we are a direct line to the footy fans of the nation. We serve up the biggest and best footy Australia has to offer, with world-class analysis of all the action on and off the field across talk radio, streaming and podcast.

Publishing

PUBLISHING +30,000
NRL ARTICLES

TOTAL PUBLISHING

Reaching 16.3 million in 2023, we are first with the agenda-setting stories. But we don’t just tell our readers what happened, we tell them how and why it happened. It’s that unique insight that sets us apart. Amplified by our digital offering, from bite sized digital magazine shows on Wide World of Sports to highlights and expert editorial opinion.

Source: GfK Radio360 Ratings, SMBP Survey 6 2023, Mon-Sun 5.30am-12MN, Cume (000s), Nine Radio - 2GB, 3AW, 4BC, 6PR, AP10+.Roy Morgan Research; People 14+ for the 12 months ending September 2023
Total Nine Publishing includes: nine.com.au, SMH Print & Digital, The Age Print & Digital, AFR Print & Digital, Brisbane Times, WA Today, Domain Digital, Good Weekend VIC & NSW, Sunday Life VIC & NSW, Domain NIM VIC & NSW, AFR Magazine, Fin!VOZ Data 5.0 © OzTAM Pty Limited [2023]. TVMAP VOZ ANALYSER, NATIONAL, CYTD 2023, S-S 0200-2559, Network Nine & Affiliates, Total TV, TV, BVOD, Cumulative Reach, based on Matching "Primary Description records = contains FRIDAY NIGHT NRL GOLDEN, KNOCK OFF, ANZAC DAY FOOTY, NRL LIVE, NRL GRAND FINAL, RUGBY LEAGUE FINAL SERIES, Total People, When Watched Basis 

Men's NRL

NINE'S NRL FANS CAN'T GET ENOUGH
OF THE SPORT THEY LOVE MOST

The men’s NRL premiership competition is stacked with world-class talent: the electric Reece Walsh, dynamic David Fifita, wily Shaun Johnson and rampaging Reuben Cotter. Other-worldly athleticism combines with brute force. Tough carries blend with acrobatic finishes, pace with flair, physicality with sportsmanship.

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EXPANDED IN 2023,THE 11 WEEK NRLW SEASON HAS BROUGHT IN NEW FANS & AUDIENCES

THE COMPETITION STANDS TO GAIN FROM THEGROWING POPULARITY OF WOMEN'S SPORT

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australia's most talked aboutseries in sport

State of Origin needs no introduction. It’s the most talked about series in Australian sport, and it will return in 2024 exclusive to Channel 9 and 9Now. The men’s and women’s State of Origin series ignite unparalleled excitement among fans as they eagerly anticipate the clash between rival states. These match-ups showcase the pinnacle of rugby league skill and determination with state pride, creating an electric atmosphere that resonates with fans across the nation.

Plus, in 2024 there will be three State of Origin women’s games, a first for the groundbreaking series.

AUSTRALIANS REACHED ACROSS 3 matches in 2023

streaming audience
state of origin series 2023

australians reached
women's state of origin 2023

Source: VOZ Data 4.0 © OzTAM Pty Limited [2022]. NATIONAL, Network Nine & Affiliates + 9Now, Total People, 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 "STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 1ST -MATCH", "STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 2ND -MATCH", "STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 3RD -MATCH" 08/06/2022, 26/06/2022, 13/07/2022,- Numbers show below are from Nine datawarehouse, When Watched Basis, NOT OzTAM Gold Standard Accredited; OzTAM Live VPM, State of Origin, 2023 v 2022, includes coviewing on connected tv devices.

if it matters to fans
nine will deliver

Sports marketing is a powerful tool that many brands have leveraged to deliver real success. Best of all, it’s a genre that works across virtually every industry. Why does it have such power? Because it has the ability to connect brands with fans.

And Nine's unrivalled cross-media NRL offering does just that. It connects with millions of Aussie fans, year after year. Footy fans who are passionate, highly engaged, have money to spend, and immerse themselves in premium footy content week after week across the full NRL season.

NRL_TV
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The reigning premier
of creativity and results

Big ideas make brands famous.
As does the power of premium sporting content.

And with the help of Powered by Nine, we have a big idea for every budget, underpinned by Australia’s best NRL content spanning television, digital, print and radio. From the main game to the experts and the entertainers, we provide brands with an unrivalled platform to tell their story.

01
02
03
04
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CREATING A NEVER-BEFORE-ACCESSED OPPORTUNITY,
WESTPAC OWNED THE 20 METERS UP TO THE TRY LINE

Challenge: Westpac wanted to deepen their connection with everyday Australians in emotionally fuelled moments. Seeking a way to amplify their brand around the game Australians love.

Solution: Through Gemba’s platform The Westpac Red Zone, fans were connected to every unmissable moment in Nine’s exclusive coverage of every NRL Friday, Finals and NRLW match.

Execution: The Red Zone Analyser was supported by the expert commentary team who would unpack the action from the main playmakers in game-defining moments.

Westpac red Zone Mocks

Recall of Westpac Red Zone

Above broadcast integration benchmark

Uplift in positive awareness from pre-wave viewers

Source: Gemba NRL Interim Report 2023

nrl on nine​
your partner in business

A powerful Nine ecosystem across TV, Digital, Audio and Publishing with several ways to connect with footy fans at scale across Australia.​

Our commitment to brand partners is that our framework provides flexibility and adaptability to deliver customised solutions. 

Request a tailored response to help realise your marketing objectives.

Request more information - GENERIC

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Rugby on Nine 2024

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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.

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.

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RUGBY 2024 FIXTURES
YEAR ROUND COVERAGE

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CAPTIVATING 7.1 MILLION HIGHLY ENGAGED FANS

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

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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​.

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MOCKS

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. ​

TV

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.

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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.

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ISUZU LEVERAGED A RUGBY PARTNERSHIP TO
DRIVE HIGH IMPACT MARKETING MOMENTS

Nine x Isuzu

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 

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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.

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Nine’s plan for 2024: Adload overhaul, FAST TV push, personalisation play and more

9_9now_White

Nine’s plan for 2024: Adload overhaul, FAST TV push, personalisation play and bankable measurement amid risky numbers game

Liana

Liana Dubois
Chief Marketing Officer, Nine

Stepho

Michael Stephenson
Chief Sales Officer & Managing Director - Local Markets, Nine

Geoff

Geoff Dyer
Director of Network Scheduling, Nine

Australia’s booming TV and digital video market is worth $7 billion in advertising, but increasing competition for that prize risks fuelling misinformation and marketer confusion. Nine’s CMO Liana Dubois, CSO & Managing Director of Local Markets Michael Stephenson, and Director of Network Scheduling Geoff Dyer unpack the bankable growth opportunities, new formats, channels, tech – and advertiser watch-outs – for 2024.

A numbers game

Combined with television in all its forms, the Australian digital video market annually attracts seven billion in advertising dollars. It’s increasingly complex, with streamers now launching ad tiers, global video platforms pushing hard for a larger share of the spoils, and a long tail of social players staking their own claims for marketer budgets.  

But the fundamentals of size, scale and measurement remain intact – and few if any can compete with total TV across those fundamentals, says Nine sales chief Michael Stephenson.   

Of the $7 billion video pie, “the total television component – the combination of metro and regional television and BVOD – is about $3.5 billion,” says Stephenson. “You’ve then got YouTube, which is about $3 billion.” After that comes the “lower value” social players and the emerging ad-funded streaming players.  

This increasingly competitive landscape, and its inherent cross-channel measurement challenges, is leading to some confusion in market, and some misinformation. Which is why marketers and media buyers require robust, reliable numbers on which to base their investments: $7 billion is a lot to misallocate.

Best data wins

Australia’s independent gold-measurement service, VOZ, set to launch as a total TV measurement currency in early 2024, vastly reduces the risk of misallocation.  

“For me, VOZ really is the game changer,” says Stephenson.

“The ability to measure reach and frequency across the total video ecosystem that total television dominates will be a game changer and will allow brands to really measure the return on investment that they’re getting from their video campaigns.”  

VOZ’s launch will also vastly reduce the complexity of TV planning and buying for advertisers, with “one source of measurement across traditional formats, live linear TV, live streaming and on demand,” across Seven, Nine and Ten, says Stephenson.  

“It allows advertisers to bring together the best of broadcast with the best of digital in one media buy, allowing you to access all parts of the marketing funnel in a way that you simply can’t do anywhere else – because no one else can measure this stuff,” he adds. “Nowhere in the world has a country been able to do this.”  

Amid talk of breakaway currencies, Stephenson thinks more complexity is the last thing marketers need – and reiterates calls for other networks and streaming platforms to lean in to the new measurement system 

“It is not an exclusive club. The opportunity for other video providers to be a part of it has always existed and exists today.”

BVOD: advertisers playing catch-up? 

Either way, BVOD’s audience growth is powering. Geoff Dyer, Director of Network Scheduling, predicts that trend to accelerate in 2024.  

Married at First Sight had over two million viewers per episode this year, and 700,000 of them were on BVOD alone. Some episodes of Love Island Australia have an audience over 300,000 on BVOD,” says Dyer, who sees those numbers continuing to climb. “It’s incredible, it’s changing so fast.”  

As such, Stephenson thinks advertisers may need to reweight budgets.  

“The challenge for brands, advertisers and agencies is not so much understanding the landscape but understanding the balance between allocation of audiences or revenue from a media buying perspective,” he says.  

“When 25 to 30 per cent of our audience in some instances is being delivered via either live stream or on-demand viewing, it would make sense that 25 or 30 per cent of your total television budget should also be transitioned there as well.  

“The market broadly is behind that curve. So I think there’s going to be a really interesting theme that you see into 2024 about brands working on getting that mix right.”

Personalisation, playback, FAST TV boom 

Two closely linked TV themes for 2024 are personalisation and viewer experience. 9Now’s new live home page is just the start, says Geoff Dyer. “There are a lot of things on the roadmap that haven’t been mentioned yet, but it all boils down to what do you want 9Now to be for you?”  

Core to the plan is “how do we create 9Now and have personalisation to bring content that’s relevant to you on top [of the live home page]?” adds Dyer. In a world almost paralysed by choice, people “want that to be simplified for them a little bit”.  

Which is where free ad-supported TV – or FAST – comes into play. That is, curated channels based on themes and genres that effectively work like a linear channel: all the shows that appeal to fans and specific audiences in one place. Pedestrian Television was the first of the network’s FAST channels out of the blocks, but Nine has a lot more coming, says Dyer.  

There'll be fast channels for everyone. Whether you’re a reality junkie, a crime buff, maybe you want to watch season after season of Love Island, we will create these premium curated channels where everyone feels like there’s something for them on 9Now, where they don’t have to make ten choices every night as to what they are watching.”  

Nine CMO Liana Dubois thinks FAST channels mark a “tipping point and transition moment” for total TV, bringing genuine addressability to a mass medium.  

“The restrictions [that apply] in a broadcast world start to get broken down, and rather than being this sort of one to many medium, which is still incredibly powerful today, we can get much more personalised and be one-to-one, but still at scale, and still deliver that reach and that impact.”

Adloads, adtech, add more 

Adloads are a key aspect of viewer experience – and Nine is now actively working on ad break architecture, says Michael Stephenson, looking at ad break lengths and formats across BVOD and FAST channels to work out the best balance for user engagement and attention.  

Meanwhile, adtech investments mean more advertisers can take advantage of highly targeted ads – down to postcode level. Nine Ad Manager, launched at Nine’s recent Upfront presentation, will even create the ad for brands in minutes via a self-serve platform using AI. Stephenson suggests it gives small to medium firms a far more compelling, premium, brand-safe and privacy-compliant alternative to social video.  

Given Nine has “almost 50 per cent share of the BVOD market”, Stephenson thinks marketers will see plenty of upside in 2024.  

“Interactive advertising, the ability to engage with ads as you're seeing them live utilising your remote control, sending information directly to your mobile device – that really takes interactivity to the next level,” he says.

“Dynamic creative optimisation, the ability to deliver up to 10,000 different creative executions off the back of one piece of video – there is a truckload of stuff happening.”  

Here’s to an Olympic-sized 2024.  

Source: OzTam (5 City Metro & Regional Combined Panel) Nine Network, Nine Content Affiliates, MARRIED AT FIRST SIGHT, Excluding Encore, Average Audience, Total People, Consolidated 28; OzTAM Live + VOD VPM, 9Now Only, Con28, Married at First Sight (30/01/2023 - 3/04/2023), includes coviewing on connected tv devices. OzTAM LIVE + VOD VPM, Love Island Australia, 30/10/2023 - 29/11/2023 v 31/10/2022 - 30/11/2022, includes co-viewing on connected TV devices. OzTAM Live + VOD VPM, 1 January 2023 – 30 November 2023. Metric: CFTA Minutes, duration 0+, includes coviewing on Connected TV. 

Contact us for more information on how your brand can leverage the power of Nine to deliver real business outcomes.

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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.

BUSINESS

Australian Financial Review Magazine //

Philanthropy & Women's Watch

On Sale: Friday 26th April

This issue includes the highly anticipated Philanthropy 50 which reveals Australia's 50 biggest private givers. Now in its seventh year, this widely read list is the definitive account of who among Australia's wealthiest people gives away the most. It also sets the tone for the issue which explores the powerhouse that philanthropy has become in Australia.

Also in the issue is our annual women’s watch special. Written and edited by watch editor Bani McSpedden, it highlights the women’s watches that are proving more than a match for men’s timepieces in desirability and design, and brings exclusive insights from industry leaders.

Booking Deadline: Friday 15th March 

Material Deadline: Friday 29th March

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Australian Financial Review Magazine //

Rich + Rich List Supplement

On Sale: Friday 31st May 

This is a magazine that draws upon months of research to track the changing face of wealth in Australia - who has it and what they are doing it. It's an issue that creates headlines around Australia and is beloved by our readers.

Featuring profiles on the most intriguing and most successful entrepreneurs, and set within AFR Magazine's sumptuous mix of fashion, design, food and travel, this is one of our biggest issues of the year. The Rich List itself will appear in a separately bound magazine.

Supplement Booking Deadline: Friday 5th April

Supplement Material Deadline: Friday 19th April

Booking Deadline: Friday 12th April

Material Deadline: Friday 26th April

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EASTER

Life & Leisure //

Easter Bumper

On Sale: Thursday 28th-Sunday 31st March 

Food & wine are always a good idea! Join Life & Leisure’s stable of award-winning food & wine editors for a gourmet escape like no other.

Plus the best on Easter eating, from luxe chocolates to a baker’s dozen hot cross buns. Bon Appetit!

Booking Deadline: Friday 22nd March

Material Deadline: Monday 25th March

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Good Food //

Easter, Chocolate & Feasting

On Sale: Tuesday 26th March 

Just in time for the Easter road trip, Good Food will share the ultimate NSW and VIC regional food itinerary. In addition, we will look at the best chocolatiers in Australia (and your suggested order), along with a Hot Cross Bun taste test (of course we will!) & easter feast recipes for the family.

Booking Deadline: Tuesday 19th March 

Material Deadline: Friday 22nd March

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MOTHERS DAY

Life & Leisure //

Mother's Day + Gift Guide

On Sale: Friday 3rd and Saturday 4th May

What do mothers want? Our writers and columnists explore this important question in Life & Leisure with gorgeous gift suggestions from our fashion editor and spend curator, Lauren Sams, a mother herself; our drinks and technology gurus Max Allen and John Davidson; and our food and travel experts.

Booking Deadline: Friday 26th April

Material Deadline: Monday 29th April

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LIFESTYLE

Fin Magazine //

Winter

On Sale: Saturday 11th May 

Fin is a lifestyle magazine, created by the team behind The Australian Financial Review Magazine.​

Visually sumptuous, discerning and a joy to read, Fin Magazine inspires readers with the best lifestyle content on offer to Australian consumers.​

Ahead of each season it will offer an authoritative take on all things the AFR readers should spend their discretionary money on.

Booking Deadline: Friday 29th March

Material Deadline: Friday 12th April

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TRAVEL

Traveller //

Europe

On Sale: Saturday 16th March

Europe is a continent under pressure, from hotter summers to overly-loved cities. But don’t be deterred as that doesn’t mean we should stop travelling there, just that it’s for us to travel there a little smarter. In this special “rethinking Europe” edition, our team of continental travel experts will explain all of the ways we can keep holidaying in a continent that we all cherish by choosing the best and most affordable times to do so and more.

Booking Deadline: Monday 11th March

Material Deadline: Wednesday 13th March

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Life & Leisure //

Europe (Gloss)

On Sale: Friday 5th and Saturday 6th April 

A bumper gloss edition chock-a-block with insider inspiration for AFR readers considering a European getaway, whether to attend the Paris Summer Olympics or simply to escape the cold down under.

It will include all things Continental, from travel to fashion and culture, fine dining and wines to motoring.

Booking Deadline: Friday 8th March

Material Deadline: Friday 15th March

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FOOD & WINE

Australian Financial Review Magazine //

Culinary & Travel

On Sale: Friday 28th June

From profiles on the most exciting movers and shakers in restaurants, to practical tips on how to lift your own cooking game, our annual Culinary issue is one to savour. The issue features the biggest names in fine dining and fine wines. It will also include recipes from restaurants that AFR readers love, compiled and tested by Jill Dupleix.

Anyone with a passion for entertaining at home will find everything they need in AFR Magazine's 2024 Culinary issue to take their own kitchen - and dining room - to the next level. Plus, don’t miss out on what to drink now from award-winning drinks expert, Max Allen, who will provide his annual rundown of the very best wines and spirits on offer.

Booking Deadline: Friday 17th May

Material Deadline: Friday 31st May 

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Good Weekend //

Food & Drinks + 52 Top Wineries

On Sale: Saturday 6th April

Good Weekend celebrates Australia's impressive wine industry with our annual 52 Top Wineries special, to coincide with the Food & Wine issue. Our leading food writers will share the new names in food & their culinary credentials, from winemakers & primary producers to restaurateurs & home cooks. Do not miss out on this prestigious national food & drinks edition, appearing across print & digital platforms.

Booking Deadline: Friday 8th March

Material Deadline: Wednesday 27th March

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Fin Magazine //

Dining & Wine Supplement

On Sale: Saturday 11th May 

This issue will see the launch of our Fin Dining & Wine guide to the restaurants that mean business, for the readers of the Financial Review.​

Fin Dining & Wine will be a guide to the restaurants across Australia that the team at Fin Magazine want our readers to know about. ​

It will feature the restaurants most loved by our expert team, with a guide to how Financial Review readers might want to use them. ​

Helmed by our culinary editor Jill Dupleix, Fin! Dining & Wine will also draw upon the insights of business notables skilled in the art of dining and dealing. ​

Booking Deadline: Friday 22nd March

Material Deadline: Friday 5th April

Fin! Dining Mock Cover

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. 

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Find out how your brand can leverage the power of Nine's Publishing assets to drive business outcomes. Request more information.

Nine’s End of Year Ratings 2023

EDMHEADER_RATINGS

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.

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Terry Stuart
Senior Communications Manager
tstuart@nine.com.au

Adrian Motte
Senior Communications Manager
amotte@nine.com.au

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