Consumer Pulse Sport May 2024

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WHAT'S HOT AND WHAT'S NOT

May 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.

Men and women watching Women's World Cup in team colours

17-20 May, 2024

Inside this month’s Consumer Pulse – Sport dip

17-20 May, 2024

Consumer Insights

Platforms Nine audiences engage with for sports content

Close to 9 in 10 of Nine’s audiences (86%) engaged with sports, sports personalities/athletes or sports-related content in the past week. Watching sports-related content on free-to-air TV was the most common method of engagement, followed by watching on pay-TV or a paid streaming service and listening to the radio.

MELBOURNE, AUSTRALIA - AUGUST 16: Fans watch the Australia versus England Women's World Cup match at the Young and Jackson pub on Flinders Street on August 16, 2023 in Melbourne, Australia. The Australian Women's Football Team, known as The Matildas - from the eponymous poem - are set to make history as they appear in a world cup semi-finals on home soil. The team has broken viewership records while earning a broad following. Vast numbers of Australians will watch the historic match on Wednesday. (Photo by Diego Fedele/Getty Images)

Time spent engaging with sport

Among those who engaged with sports in the past week, watching sports on pay-TV or a paid streaming service had the highest time spent, with an average of 3 hours and 34 minutes, followed by participating in a sport (3hr 15min) and watching a live game/match in person (2hr 17min). Approximately 2 hours and 10 minutes was spent watching sports on free-to-air TV, up from 2 hours last month.

Sports impact on mood

Watching, reading or listening to sports or sport-related content had an overall positive impact on Nine’s audiences last week, although net positive sentiment was down compared to the previous month, due to a decline in the number of people feeling entertained, connected or relaxed. Conversely, more people were feeling hopeful and optimistic this month.

Top 10 emotions when watching, reading, or listening to sports or sports related content

Conversation Starters

Women's Sport vs. Fan Emotion

more likely to have felt passion, among those who tuned in to watch WSOO Game 1 2024

Women’s State of Origin excites and entertains Australian viewers

Women’s State of Origin ignites feelings of excitement and passion. Among those who tuned in to watch the first Women's State of Origin game of 2024, viewers were 1.4 times more likely to have felt passionate, 1.3 times more likely to have felt excited, and 1.2 times more likely to have felt entertained when watching sports over the past week.

BRAND CONSIDERATIONS

By tapping in to sport fan's heightened emotions through storytelling, brands can forge lasting relationships with audiences, establishing a strong foundation for brand loyalty and generating positive brand association.

AUCKLAND, NEW ZEALAND - MAY 26: Warriors fans enjoy the atmosphere during the round 12 NRL match between New Zealand Warriors and Dolphins at Go Media Stadium Mt Smart, on May 26, 2024, in Auckland, New Zealand. (Photo by Hannah Peters/Getty Images)

Anticipation for Paris 2024

The Paris 2024 Olympic Games is the most anticipated sporting event of 2024. There is a heightened level of excitement that extends across all age groups, with around 7 in 10 of Nine’s audience excited about the upcoming Games.

Additionally, 1 in 2 are excited about the Paralympic Games.

of Nine's audience are excited about the upcoming Games. 

CAEN, FRANCE - MAY 30:   Etienne Carpentier proudly carries the Olympic flame as it reaches its final destination in front of Caen Town Hall, drawing crowds to witness this historic moment during the twentieth leg in the Calvados department, in Caen, Normandy, France, on May 30, 2024.The 20th Olympic Torch Relay's journey begins at the venerated site of remembrance, Omaha Beach and the D-Day landing beaches, before moving on to Lisieux. It then advances to Cabourg, Dives-sur-Mer, and Houlgate, before reaching Bayeux and Falaise, and finishing in front of the Caen Town Hall. (Photo by Artur Widak/NurPhoto via Getty Images)

Brand Considerations

With a heightened level of excitement that extends across all age groups, brands should consider cross-platform campaigns to ensure brand visibility. Explore Nine's multi-platform media network, engaging audiences with your message at the right time and place.

Popular sports at the olympics

are the most popular Olympic sports that Nine's audience are looking forward to watching at the Games.

Swimming and Athletics are the most popular Olympic sports that Nine’s audience are looking forward to watching at the Games. However, new sports such as Breaking and Skateboarding are generating an interest among people under the age of 35.

TOKYO, JAPAN - JULY 29:  Emma Mckeon of Australia on the podium after winning the gold medal in the Women's 50m Freestyle Final during the Swimming Finals at the Tokyo Aquatic Centre at the Tokyo 2020 Summer Olympic Games on July 29, 2021 in Tokyo, Japan. (Photo by Tim Clayton/Corbis via Getty Images)

BRAND Considerations

For brands wanting to capture the attention of a younger audience, producing innovative content on platforms like TikTok, Instagram and YouTube can help reach the under-35 demographic. Fresh and edgy content around Breaking and Skateboarding, such as athlete spotlights, tutorials, and lifestyle segments may resonate with the culture of these sports.

Olympics vs. Nationalism

believe the Olympic and Paralympic Games bring people together and unite us as a nation

The Olympics fuels nationalism

Along with high levels of excitement and anticipation, Nine audiences are looking forward to revelling in the success of our Aussie athletes during the Paris 2024 Olympic and Paralympic Games, particularly Millennials and Gen Xs. Over 6 in 10 believe the Olympic and Paralympic Games bring people together and unite us as a nation.

BRAND CONSIDERATIONS

Brands can build on the message of community and unity through shared experiences. By promoting viewing parties, community events, and social media campaigns where fans can share their experiences and celebrate together, this can create a sense of communal participation as well as brand awareness.

RIO DE JANEIRO, BRAZIL - AUGUST 07:  Australia fans cheer on their team during day two of the Women's rugby 7's at the 2016 Rio Olymics at the Deodora Olympic rugby stadium on August 7, 2016 in Rio de Janeiro, Brazil.  (Photo by David Rogers/Getty Images)

Source: Nine’s Consumer Pulse - Sports Edition, May 2024 (n=2,098)

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Talking Media with Nine: Beyond the Byline – The Science of Storytelling​

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Episode Seven

Beyond the Byline - The Science of Storytelling

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BEYOND THE BYLINE - THE SCIENCE OF STORYTELLING

Turning journalists into CX specialists and performance marketers – while still remaining true to the craft; future-proofing news as AI rises, platforms wield power

Nine’s masthead editorial teams are becoming performance marketers and CX specialists, using data analytics to drive conversion and keep readers loyal. But as AI rises and platforms make major shifts, they crucially also remain instinct-led and locally focused, says SMH Editor Bevan Shields and Nine Publishing audience growth chief Aimie Rigas.  

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The newsroom

Nine’s news teams are increasingly thinking – and acting – like performance marketers, using data and analytics to drive conversion, i.e. new subscribers. But also as customer experience specialists, building deeper connections with audiences by using aggregate audience consumption data to write better stories, build loyalty and increase trust. Sydney Morning Herald Editor, Bevan Shields, is “bullish” on the data-led approach in the newsroom, because it’s enabling better decision-making in terms of both strategic resource allocation and day-to-day coverage. But he says it doesn’t trump instinct – and bots won’t be making the editorial big calls. 

“When I started, people were like, ‘what’s a conversion?’” says Director of Audience Growth – Publishing, Aimie Rigas. “Now there are people within the newsroom who know more about what stories convert the most than I do because they're so into the metrics and the data.” 

The dashboards created by Rigas and her team are “the very first thing I look at when I wake up, maybe after a TikTok scroll, to be fair”, says Shields.  

“When the newsroom gathers each morning to have our news conference, the data is actually the first thing we talk about: What was great for subscriber conversion the previous day; where there might be opportunities to double down on that today. It's now ingrained in the newsroom culture and processes.” 

“We've always operated on instinct, and we always should. But it has allowed us to make really informed decisions and it means we're more responsive to our audience – because the data is not some random collection of meaningless numbers, it is actually our audience telling us what they want.” 

Sometimes this throws up surprises, and Shields underlines that stories that might be in the dashboard’s ‘red zones’, where metrics are down, rather than the high-performing ‘green zones’ don’t necessarily get dropped. Instead, “it gives us the chance to say, let's drill into that – why is that occurring? How can we try and get that better?” 

Local shift

Publishing division analytics are showing a definite trend towards local news, especially post-Covid.

“Having that data has given me the confidence to double down in that area to the point where we've shifted more reporting resources to that part of the newsroom,” says Shields.

Likewise, “the way people are consuming news, in particular when, has changed a lot since the pandemic”, says Rigas.

“We had a super-interesting graph that showed when we published stories versus when our audience is online historically, and it has changed. They were completely opposite ends of the day,” she says.

“If you don't know, you can't change it. So the way we publish – the flow of stories throughout the day – has changed quite a bit to align with when our audience is online.”

Humans in control

Shields insists editorial instinct and control remain critical. For example, keeping the recent Bondi attack news in front of the paywall and open to all, but also choosing not to publish Ash Good’s name, despite knowing early on that she was the woman tragically killed after passing her injured baby to a stranger.  

“I have no doubt if we published that story it probably would have been well-read. A lot of our competitors ran it that night.In my gut, I just thought it was way too soon,” says Shields. 

“If you had a robot making those decisions, it would have run that story straight away. But having instinct, insight and understanding of what is right and where the lines are is still important.” 

Another example is where he says instinct lay behind the decision to campaign hard for pokies reform in NSW.  

The only jurisdiction in the world with more poker machines per capita is Las Vegas, Nevada.So it’s an absolute source of human misery in New South Wales and Sydney. There was a big report from the Crime Commission that said the government is going to have to deal with this and we used that as a stepping stone to campaign on this issue,” says Shields. 

My instinct was, there's a moment here and a time here for change, and we went really hard on that. Initially there was very little audience for that story and for that issue. We built that over time, and it did become very good for us and our brand and it led to public policy change. But if you were driven solely by the analytics and didn't factor in anything else you wouldn't touch that story.” 

Rigas agrees. 

“One of the reasons there has been such a keen uptake in the data is because we do acknowledge that if you are an editor and a specialist in whatever field, and you really believe that something is an important story to tell, then we're going to back you,” she says. 

“If we are just looking at data constantly, we're never going to surface any of those original yarns, and that's really what we're about. So, you can't just go 100 per cent on data, and that's also not our strength.” 

Shields says commitment to public-interest reporting, balanced journalism and doing the right thing ethically is why readers come to mastheads like the Herald. 

We’re nothing if our readers don't trust us. It begins and ends with that, in my view. Readers have to have confidence that we're not some AI robot, that we're actually humans who are making informed decisions and have the readers’ best interests at heart – and also the journalism. 

AI and algorithm shifts

AI is rapidly disrupting just about every industry. News media is no different. 

There's lots of talk of AI and so many ways you can use it. But it's probably more interesting for us from a journalism standpoint to talk about how we're not going to use it we're not going to use it to completely edit our home pages, and there's a whole bunch of different ways that we're not going to use it,” says Rigas.  

But she does see AI making it much faster to dig into analytics and surface insights, and Shields is likewise keen on more real-time smarts on what is converting and when. 

As global platforms become more aggressive gatekeepers, he thinks immediacy of intelligence will become increasingly critical to drive new subscriber growth. 

“There's a lot of news fatigue at the moment. Social media companies have changed their algorithms and it's harder to get social traffic to our sites. So we have an unusual situation at the moment where our subscriber audience is growing extremely strongly, but it is harder and harder to make sure that overall audience is big.” 

Though ultimately, says Shields, that may not really matter as audiences seek local, quality news over that served by global algorithms at scale. 

“I think that's going to be the big story in media over the next little while, that big is not necessarily better, big is not necessarily powerful. I think that's a big shift that's about to happen in the landscape, and it's happening here as well.”

Either way, Rigas says Nine’s data strategy and ongoing push to build direct audiences insulates the publisher from algorithm changes and platform pivots, politically motivated or otherwise.  

“We're in a really unique and privileged position. But we've also done a lot of work to get here, in that more than 70 per cent of our sessions come direct or via our app,” says Rigas. “That's a pretty decent chunk and that doesn't even include newsletters”. 

“The Herald is 193 years old. We’ve been here before … platforms come and go, and the challenge for us is to keep track of what is the next thing.... thinking about the future is fundamentally fuelling our business strategy.” 

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Consumer Pulse May 2024

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WHAT'S HOT AND WHAT'S NOT

May 2024

The national mood is on the decline and clothing is the top purchase consideration for the month. The importance of coverage and price when choosing telcos, and providing regular schedules for activities are all fuelling opinions and conversations this month.

Young Asian woman standing outside a boutique looking at window display while shopping in shopping mall. Window shopping. Sale season

3-6 May, 2024

Inside this month’s Consumer Pulse dip

Mood of the Nation

The national mood

The national mood has dipped in May 2024 back to a higher net negative mood. Australians are feeling more annoyed and frustrated in the current times. Overall, net negative emotions are ahead of positive emotions.

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. 4 of the top 5 feelings are positive with feelings of calm, relaxed, hope and optimism up the list this month. Feelings of being frustrated, anxious, stressed, annoyed and overwhelmed are the 3rd, 6th, 7th, 9th and 10th most dominant moods this month.

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

Australian values

Purchase consideration

Clothing is the top purchase consideration for the month (29%) followed by an international holiday (27%), a domestic holiday (20%), gardening (19%) and health-related items (17%). Clothing saw the largest increase since February 2024 among the categories (up 7 percentage points). Overall, purchase consideration across all major purchasing categories is up 3 percentage points from last quarter.

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

Conversation starters

Coverage and Price

Of Nine's audience place high importance on coverage and price when choosing telco providers

Nine’s audience place high importance on coverage and price when choosing telco providers.

Among Nine’s audience, over 4 in 5 note the level of coverage and price as being in the three most important items when choosing a telco service.

Nine’s audience under the age of 45 put added importance on data speeds and the duration of a contract/terms, while those over-55 place added importance on privacy and customer service/support.

Young happy couple reached a successful agreement with their insurance agent on a meeting in the office. Focus is on woman.

BRAND CONSIDERATION

For telco providers, placing emphasis on your brands competitive advantage on coverage and price through tailored messaging will in turn strengthen brand recall and trust with your audience.

Perks and Loyalty Programs

Of the under-45s in Nine’s audience note they would like to see more perks being made available by their telco providers

Nine’s audience want perks from their telco providers, but need more information on what perks/loyalty programs are on offer.

7 in 10 of Nine’s audience under the age of 45 note they would like to see more perks being made available by their telco providers, however only 2 in 5 note being aware of what is offered by their telco provider.

Added awareness of perks/loyalty programs would be valuable to this audience.

BRAND CONSIDERATION

To cater to the high demand for added benefits, telco providers should clearly communicate their perks/loyalty programs. Simple and easy-to-understand messaging is particularly beneficial for the under-45s in Nine's audience.

Business man, happy fist and phone notification email with exciting and good news about work deal. Urban corporate person with happiness, surprise and satisfaction with success for career promotion.

Scheduled activities

Of Nine's audience will have specific days of the week they choose to engage in grocery shopping

Among activities Nine’s audience are most likely to plan specific days for: exercise, grocery shopping and appointment scheduling.

When it comes to grocery shopping, 3 in 4 of Nine’s audience will have specific days of the week they plan to do it, with Saturdays the most popular day.

When to exercise is evenly split among the weekdays with different members of the audience planning a range of specific days they wish to exercise.

Scheduling appointments is most commonly a Monday task among Nine’s audience, with Tuesdays and Fridays tied as the second most popular option.

Young Asian father and her little daughter grocery shopping in supermarket. They are choosing fresh organic bell peppers together along the produce aisle. Fruits and vegetables shopping. Routine grocery shopping. Going green and healthy eating lifestyle

BRAND CONSIDERATION

Brands will need to consider the timing of their marketing efforts that will impact their audience's purchasing decision. A marketing schedule tailored to each stage of the buyer's journey can ensure the brand marketing mix reaches at the opportune moment.

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

Rising Above: Chris Bond’s Paralympic Journey of Inspiration

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Chris Bond's Paralympic Journey

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As the Paris 2024 Paralympic Games approach, we are inspired by the stories of athletes who have overcome incredible odds to represent Australia on the world stage. Chris Bond, captain of the Steelers Wheelchair Rugby team, shares his journey from an able-bodied Australian to a Paralympic champion. His story is a testament to the unifying and inspiring power of sport.

Growing Up in a Sporting Nation

Chris describes growing up in the 90s in Australia, a sporting nation.

“In my able-bodied youth, my twin brother and I played everything from indoor-soccer and four-square handball to footy to get us through the school day. After the bell we would build jumps and ride our bikes until the streetlights went on. On the weekends it was all about rugby league. We idolised our national teams, gathering around our small box TV with pride as we felt connected to fellow Australians battling it out in their green and gold. Sport was a major part of our lives, keeping us fit, socially connected, and giving us a strong sense of belonging and community."

A Life-changing Diagnosis

Chris’ life took an unexpected turn when he was diagnosed with cancer. Subsequent infections led to the amputation of both legs, his left hand, and all but one finger on his right hand at the age of 19.

"After three years in the hospital system fighting for my life and regaining my independence with my newly acquired disability, I knew that something was missing – my passion for sport. And from there, my eyes were opened to a world of Para-Sport."

Finding Purpose in Wheelchair Rugby

Joining a new community of like-minded people, who had similar life journeys and a shared desire to compete, was the vehicle that drove Chris back to motivation.

"Wheelchair Rugby was the best form of rehab, fitness and therapy for me. It taught me to be grateful for the function I have remaining and gave me hope for the future. It pushed me to do more for myself in everyday life and provided real-world examples of others with severe disabilities achieving what seemed like unattainable milestones."

Determined to pursue his passion, Chris moved from Canberra to Brisbane to start his Paralympic pathway. "I dropped everything I was doing and hit the road with my black lab, at the beginning of a journey that gave me a strong purpose in my new world and reignited my childhood dream."

Becoming a Paralympic Champion

Fast forward over a decade, and Chris Bond is now captain of the Steelers, a two-time Paralympic gold medallist, two-time world champion, father of two, and homeowner living independently on the Sunshine Coast.

"The Paralympic movement has grown tremendously, and we now have the opportunity to consume increasingly impressive Para-sport on free-to-air TV every four years. Australians are now realising that sport is sport, and they love to back the green and gold, regardless of the event. We love a good story of our fellow Aussies having a crack, it’s what unites us."

Uniting through Sport

Chris highlights the growing recognition and inspiration drawn from Paralympic athletes.

"Australians are beginning to get to know our Paralympic athletes and feel inspired by their unique stories in their quest to reach the pinnacle of sport. Nothing has been given, it has all been earned, and that resonates well with the average Australian battler."

Impact on Future Generations

Reflecting on the impact of the Games, Chris says

"I have heard countless stories of kids wanting to be like the Steelers after watching us play - dreaming of one day wearing the green and gold.

Life is full of unexpected challenges. We can’t predict what will happen, how long we’ll live, or what illnesses or injuries might come our way. But seeing a fellow Australian survive a near-death experience, lose their physical abilities, and still smile with determination and purpose is a powerful reminder of the incredible resilience of the human spirit. It shows that no matter the setbacks, we can reset our mindset, set new goals, and achieve our dreams. Life is short, so why wait? Start chasing your dreams now."

Golden opportunity: Creating a lasting legacy

The Paris Games are an opportunity for brands to align with the values of resilience, unity, and inspiration, embodied by our Paralympic athletes. We have never had more access, exposure and connection to the hundreds of individual stories, characters and proud Australian athletes who drive the core message of living a healthier, active and more purposeful life. And the momentum of the Games is set to continue as Australia continues to back ALL athletes, the power of mateship, community and a fair go for all.

Stay tuned for more insights and stories from the Games as we continue our conversation with those closest to the magic.

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

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Celebrate the Olympic Spirit: Insights from Anna Meares

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Insights from Anna Meares

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As we approach the Paris 2024 Olympic and Paralympic Games, Nine is proud to celebrate the history, athlete spirit, and impact of the Games. To start a series of conversations, we had the pleasure of speaking with Anna Meares, the Chef de Mission for the Australian Olympic Team. Her insights offer a profound understanding of the cultural chemistry that animates the Olympics, and in turn engages millions of Australians time and again.

Navigating the Games as Chef de Mission

Meares describes her role as Chef de Mission as multi-faceted.

"Firstly, I am in charge of the environment and culture set for our Australian Olympic Team in Paris. I achieve this by building a leadership team around me, including Olympians Mark Knowles, Kaarle McCulloch, Bronwen Knox, Kyle Vander Kuyp, and Ken Wallace. I work with the Australian Olympic Committee to build relationships with member sports, coaches, high-performance staff, presidents and CEOs to understand their needs and create a cohesive Olympic Team."

Anna's passion for the role is evident as she emphasises the honour and pride she feels in leading the team and working with like-minded, motivated individuals. 

The timeless appeal of the Olympic Games

"There is great history in the Games," Anna reflects. "It is great because of the people, the stories, the effort, the love, and the unity through common value and purpose."

Anna's personal connection to the Games began as an athlete, and she found the experience addictive. "To be involved beyond my competitive years, given an opportunity to impact the lives of others as they have their moment in the Games and the Australian Olympic Team, is what gets me up every day."

A multi-sensory celebration

Highlighting the multi-dimensional nature of the Games, Anna says they are

"the biggest multi-sport event in the world and are ‘multi’ in so many ways. They celebrate our multicultural world. The Games are truly multi-sensory, multi-emotional, multi-colourful and multi-dimensional. It is where participation and unity combine with high performance in a showcase that comes around just once every four years. It is a celebration, and one that athletes and other participants savour for the rest of their lives." 

The making of an Olympic champion

"For those rare few who stand atop the podium, we all know it takes a great deal from themselves, their family, friends and community. They are exceptional.

There is a lot that must go their way and a lot out of their control. What contributes to those who succeed at the Olympics is that despite there being no guarantee of success, they commit and dedicate as much as anyone else, prepare as much as anyone else, and are able to execute across more facets than anyone else on that one day of competition. You do not have to be perfect. You just have to be better on that one day, in that one moment. To have the composure, confidence, and instinct – not just the physical traits. The body is one thing, the heart and the mind are another."

Memories and moments

Anna's first memory of the Olympics is from 1996, at the age of 12, watching the men's 1500m swimming final at Atlanta on televisions in a shopping centre. She recalls weaving through the crowds to get to the front and witness Keirin Perkins win gold for Australia, and Dan Kowalski silver.

"It wasn't the results that I remember as a young girl, but the impact on an enormous group of people who didn't know them, didn't know each other, but were pulled together through their sporting efforts at those Games." This memory underscores the unifying power of the Olympics.

At her first Games in Athens in 2004, just 20 years of age, Anna felt like she was "plucked from watching to now being inside the TV," surrounded by athletes from various disciplines – 150kg weightlifters, four-foot gymnasts, seven-foot basketballers – as she walked through the Olympic village. Her final Games memory is equally vivid, carrying the flag for Australia at the main stadium and being hit by a wave of noise, colour and lights – a memory she will never forget.

Golden opportunity: Creating a lasting legacy

From iconic city attractions, powerful stories, breathtaking athletic performance and ground-breaking sports to pure entertainment, the Games provide an unparalleled opportunity for brands to make their mark in history. Through Nine’s unified content ecosystem, brands have a unique opportunity to create a legacy, make an impact, and be part of a celebration that resonates with 98 per cent of Australia.

Stay tuned for more insights and stories from the Games as we continue our conversation with those closest to the magic.

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

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9Now: Streaming into a bigger, smarter and faster future

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Today’s television is live, live streaming and on demand. With a combination of new, innovative solutions, underpinned by our 14.5 million signed in users, and Australia’s most loved premium content that consistently captivates high-value audiences, 9Now is at the forefront of the digital television evolution.

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For consistency, value and simplicity, trust 9Now

9Now is leading the Broadcast Video on Demand category in reach of total audience and the key advertising demographics. Plus, we're growing exponentially.

All this, with a strategy in place to further expand our platform's distribution this year, makes for a marketing powerhouse for brands.

Capturing more Aussies than ever,
9Now is a destination in its own right

Free streaming TV service in Australia

Growing BVOD platform

Nearly

Viewers reached every month

Live streaming growth year-on-year

Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, Seven Content, 10 Content, 01/01/2024 -30/04/2024, Total People, P 25-54, P 18-39, Average Audience, Cumulative Reach, BVOD Total, When Watched. Source: OzTAM Live + VOD VPM, 01/01/2024 -30/04/2024 v 01/01/2023 -30/04/2023. Metric: Minutes, duration 0+, includes coviewing on Connected TV.

Big TV moments reinvented, right here on Nine

Married at First Sight brings everyone together

Season 11 highlights

+M
Total People reach per episode

+1.8M more than Survivor and Idol combined

%
of the audience are under 39, with 1 in 8 under 24

Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Total People, Nine Content, 8/04/2024, Cumulative Reach, Married at First Sight, Total TV, When Watched.​TVMAP VOZ Ranking Report, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Total People, Nine Content, Seven Content, Ten Content, 8/04/2024 v 3/04/2023, Average Audience, Married at First Sight, excludes encores, Total TV, Overnight. OzTAM LIVE + VOD VPM, Married at First Sight, 29/01/2024 - 08/04/2024, includes co-viewing on connected TV devices.

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NRL continues to evolve

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Total TV reach opening round

Ever audience on 9Now recorded for an opening match

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Total TV reach to date +6.4% year-on-year Round 1-10

Source: VOZ Data 5.0 © OzTAM Pty Limited [2023]. TVMAP VOZ ANALYSER, NATIONAL, 2022 & 2023 Complete Seasons, 2024 Season to Date, S-S 0200-2559, Network Nine & Affiliates, Total TV, TV, BVOD, Cumulative Reach build by date throughout course of NRL Season, 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, Multiple Demos,  When Watched Basis

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Streaming the Olympics and Paralympics will be an experience like never before

From the Opening Ceremony of the Olympics through to the Closing Ceremony of the Paralympics, 9Now will be the place to be for Paris 2024.

8000+

Hours of live content

Olympic Guide metadata for live events

Clear, engaging user experiences that are easy to use and intuitive

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Dedicated Olympics channels in   Full HD

The highest quality streams that are resilient and consistent across all devices

Users can equally explore, locate, and access all Olympics content. Live and catch-up, via the dynamic homepage

Unlock a bigger, smarter, faster streaming partner in 2024

FAST channels and FAST ads

New future focused data products

Unlock the potential of AI

Your home of the Olympics and Paralympics

Non-stop content that audiences cannot get enough of.

Drive targeted awareness at scale and drive brand consideration, get your content in front of the right eyes.

Use AI to generate up to 10,000 different creative versions of your ad, to deliver tailored messages to viewers at scale across age, gender, postcode, life stage and intenders segments.

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Our digital solutions are leading the way

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9Now is a streaming first destination designed for audiences to immerse themselves in their most loved programs anywhere, anytime, on the device of their choosing. Across a world of news, sport and entertainment, 9Now features the most recognised content and biggest live events, both locally and internationally produced.

Your story could be told to millions of actively engaged streamers, alongside the country’s biggest marketing moments in 2024.

For consistency, value and simplicity, trust 9Now.

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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.

LIFESTYLE

The Australian Financial Review Magazine //

Design + Watch Supplement

On Sale: Friday 26th July

Smarter, better, sharper our annual Design issue brings together the latest products, trends and thinking from the creative coalface. Arching across architecture, interiors, furniture and automotive, the Design issue is cutting-edge, innovative and inspiring.

plus Watch:
This issue also features the inserted WATCH magazine covering a year full of surprises in the world of horology. Financial Review Watch editor Bani McSpedden provides a guide to the timepieces exciting enthusiasts and canvasses the views of the CEOs leading the way.

Main Booking Deadline: Friday 14th June

Main Material Deadline: Friday 28th June

Supplement Booking Deadline: Friday 7th June

Supplement Material Deadline: Friday 21st June

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Fin Magazine //

Spring

On Sale: Saturday 17th August

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 5th July

Material Deadline: Friday 12th July

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Life & Leisure //

Call of the Ocean

On Sale: Friday 9th and Saturday 6th August

Life & Leisure directly connects your brand with Australia's most affluent shoppers.

From a long winter, Life & Leisure embraces the promise of summer with a bumper edition dedicated to the sea.

Booking Deadline: Friday 2nd August

Material Deadline: Monday 5th August

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Life & Leisure //

Fathers Day/Men's Fashion +Father's Day Gift Guide

On Sale: Friday 23rd and Saturday 24th August

What do you get the man that has everything? Plenty. Life & Leisure’s annual Father’s Day edition is back and whether your dad is into sports, watches, travel, motoring, tech, fashion or wines and fine dining, our gift guide has inspiration for them all.

Plus:

- The men's jewellery category goes off, with wonderful wearables from the likes of Gucci, Louis Vuitton, Hermes, Cartier and Paspaley
- Masters of menswear: The Australian brands who've figured what men really want
- Time bottled: The experience of tasting a $215,000 whisky takes our London correspondent by surprise.
- Travel adventures dads will adore and much more.

Booking Deadline: Friday 16th August

Material Deadline: Monday 19th August

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Life & Leisure //

About Time-Gloss

On Sale: Friday 6th and Saturday 7th September

Life & Leisure's About Time gloss special issue returns for its second year.

Due to popular demand from subscribers and partners, the About Time Watch Weekend will run over 2 weekends in Melbourne (14 & 15 September) and Sydney (21 & 22 September).

The L&L gloss special will be available via its usual publishing channels in print and online the week prior to the Melbourne event. The edition will also be available at all participating watch boutiques on event days.

Booking Deadline: Friday 9th August

Material Deadline: Friday 16th August

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FASHION

The Australian Financial Review Magazine //

Fashion

On Sale: Friday 30th August

From titans of the global fashion industry, to the newcomers who are changing the game, our September fashion issue is always on trend and on the money. Page upon page of inspiring looks, smart and sumptuous - our September fashion issue is not one to miss.

Booking Deadline: Friday 12th July

Material Deadline: Friday 26th July

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Life & Leisure //

Fashion/Spring Racing

On Sale: Friday 13th and Saturday 14th September

Life & Leisure's fashion special edition hits the shelves this September, just in time for spring racing season, the most important fashion calendar opportunity of the year!

Our fashion writers are hard at work to bring our readers breaking stories for the season.

Booking Deadline: Friday 6th September

Material Deadline: Monday 9th September

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FASHION

Good Food //

Paris

On Sale: Tuesday 23rd July

On July 23, in anticipation of the Paris Olympic Games, we're bringing the city of love to Australia with a roundup of Sydney & Melbourne's best French restaurants. For the lucky readers heading over for the Games, the Good Food team will share the best spots to dine and drink to make the most of the trip.

*Mock cover only

Booking Deadline: Tuesday 16th July

Material Deadline: Friday 19th July

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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.

Talking Media with Nine: Paint by Numbers – How Data, Strategy and Creativity Combined Make Magic 

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Episode Six

Paint by Numbers - How Data, Strategy and Creativity Combined Make Magic 

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CREATIVITY AND DATA IN TANDEM

Econometrics, creative effectiveness and pre-testing perils unpacked: Previously Unavailable’s James Hurman and Magic Numbers’ Dr Grace Kite on what CMOs finalising FY25 budgets need to know

Deep in the weeds of econometrics, creative effectiveness and their impact on growth, Previously Unavailable’s James Hurman and Magic Numbers’ Dr Grace Kite say marketers can harness both in tandem to drive greater growth, make better bets on which ads and which channels will deliver best bang for buck – and link their efforts directly to the P&L. Just don’t fall into the creative development research trap – or believe everything Scott Galloway says about advertising.

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The gold standard

As marketers wrap up 2025 budget planning, a good chunk of them will be using econometric modelling – interchangeable with market mix modelling or MMM – to inform those decisions. Smart move says Dr Grace Kite, founder and economist at magic numbers.

Econometrics, says Dr Kite, is the “gold standard of marketing measurement”. In simple terms, “it’s untangling all the things that make your sales move the way they do and explaining that”, so the likes of the CFO can see the returns marketing is delivering.

It also helps to prove whether ad creative actually works, which channels “give you the best bang for your buck; which combination of channels work really well; which have longer lasting effects and shorter-term effects; and which work best with which creative idea,” she says. Basically, “all of those fantastic things that are going to help you make your media plan the best it can possibly be next year”.

Crucially, says James Hurman, founding partner at Previously Unavailable, econometrics also helps marketers prove both their value.

“What's really cool is everyone in the organisation has their bias – they think it was their thing that did the job and made the sales increase. And most people outside of the marketing department are pretty suspicious about whether the marketing did anything,” says Hurman.

“It's very easy to discount the effects of creativity and advertising. What econometrics can help you do is really make that case and prove that the work made a difference, so we [the business] should continue to invest in that sort of work. In terms of the ‘marketing of marketing’ within an organisation, it’s just such a useful tool.”

Death by research

As marketers prepare to apportion next year’s media budget, Hurman urges brands to make better ads – not paint by the numbers that come out of research or treat that research as predictive. Testing a finished ad for effectiveness is a very different thing to the early-stage stuff, he says, but the two are too often confused.

“Creative development research is only any good if we combine it with the experience, wisdom and judgment of the agency and marketers on the client side,” says Hurman. “Often, if we treat it as predictive and just go with what gets a green light in those early stages, we can go off in the wrong direction and end up with poor outcomes.”

Hurman suggests that is why most ads in creative benchmarking firm System1’s database “score so badly – because they’ve been put through that process, and there been points in that process where we've been put wrong. Because often we’ve thought of things as predictive and used them to get a ‘yes’ or a ‘no’ and only move forward when we get a ‘yes’ from that research,”.

“And that is, unfortunately, the reason why a lot of advertising turns out a bit shit. So I think it’s really important not to confuse creative development research with predictive pre-testing. Because they are totally different things – even though most marketers tend to think of them all as pre-testing.”

Plus, he says, there is no way an early, unfinished concept can be properly appreciated. So killing them off by overly prescriptive research means losing potentially great, brand-building ads.

Consistency across channels = ROI

System1’s data on 15 years' worth of campaigns shows that half of an ad’s effectiveness comes down to the quality of the creative and the other half comes from the media.

Dr Grace Kite says that is why it is critical to turbocharge great creative with enough media spend across multiple channels – and not to chop and change too often.

“Consistency over time and backing your idea for a decent amount of time with a decent amount of money, that's really, really important,” says Dr Kite.

Her research – consistent with findings by the likes of Peter Field, Warc and the IPA – suggests that “the more media channels you use, the higher return on investment you get”.

The challenge is, if brands are pushing ads across “five, six, seven different media channels, it’s a lot of work to get them working together”, says Dr Kite. Hence “consistency across platforms” is key, and Dr Kite thinks ensuring that level of brand consistency “will become a really important skill” as fragmentation continues.

Rational ads crimp future demand

On best bang for buck channel selection, Dr Kite says start-ups and younger brands can find high ROI and rapid traction via simple, tactical stuff such as search, social and performance-type ads. But as brands get bigger and more mature, that stops working, “and performance marketing isn’t good enough anymore”.

“So at that point, things like TV are really important and tend to come out with the highest return on investment,” says Dr Kite, and they also have a halo effect on performance channel investment.

Plus, brand-building channels like TV help prime what James Hurman calls ‘future demand’, which performance marketing by nature can’t do if people aren’t immediately in market and ready to buy. Which is why he and many others urge marketers to focus more on emotion within advertising and less on the rational side of things.

Plant memories, make people feel something

“If [a consumer is] not going to come into the market for six months, or 12 months, then it's all about planting memories not trying to get them to do something they're not going to act on,” says Hurman.

“The reason why TV is so powerful is that it's the best thing for planting emotional memories and feelings into people.

“If we want someone to remember something in 12 months’ time there is no point giving them a fact, because there's no way they will remember it. But they will remember how we made them feel. And if we made them feel great, then when they turn up in the category they're going to bias towards us”.

“When we're rational all the time, we're not able to plant those memories. And then six months later when people come back into the market, they forget.”

Hurman thinks even relatively fast-moving consumer goods brands can underweight future demand building and overweight performance.

He points out that FMCG staples like laundry powder – the original soapbox TV advertisers – are actually aiming at consumers who may be in market only every six months if they are selling packs with 50 or 100 tabs.

“So we think about these fast-moving consumer goods as if they're categories that people are in every day, but they're actually not. Most people come and go and there’s really large amounts of time in between.”

Why Scott Galloway is wrong on advertising …

Both Dr Kite and Hurman are proponents of effective advertising as a cornerstone of brand building, even in an age of fragmentation. But some marketing luminaries, such as Professor Scott Galloway, have suggested otherwise.

“Show me a company that has added more than $100Bn in market cap in the last decade and I’ll show you a company that doesn’t advertise very much” says Galloway.

Hurman’s a Galloway fan, but says that’s not actually true (Mi3 has also debunked that claim). Google, Facebook and Netflix are among the biggest advertisers in the world, says Hurman, while “no company has ever spent more than $20 billion in advertising in one year other than Amazon, and they've done it for the past two years running”.

He says the fact that those companies started off without much advertising – but now are among the biggest spenders in the world – underlines Dr Kite’s point about performance advertising and ‘growth hacking’ maxing out once companies get to a certain size, because they eventually run out of pre-existing demand.

“They reach that point where you end up needing advertising to remain competitive, and that's not a bad thing. That's a tool we have at our disposal to ensure that our companies remain competitive and continue growing.”

… and why big brands grow bigger

Plus, says Dr Kite, those big companies realise that advertising investment delivers a profit multiple – they just haven’t always been able to quantify it. But that’s where econometrics comes in.

She cites the latest Thinkbox study by Ebiquity, GroupM, and WPP-owned Gain Theory, by way of example.

The study pooled £1.8 billion worth of media spend across 141 brands and 14 categories, “and they were able to go all the way through to the profitability of different advertising” says Dr Kite.

Crucially, these were large, mature businesses.

“In terms of profit, they came out with something like £1.90 for every £1 spent in the UK [on advertising]. That's fantastic. You can almost double your money by doing advertising if you are that type of [large] business.”

And that’s just the short-term profit impact, immediate and up to three months out. Long term – 14 weeks to two years – the data showed average ROI of £4.11 for every £1 invested in advertising across the pool.

Interestingly, Dr Kite noted the study found that for those larger businesses, “print, audio and TV were the strongest [channels] on profit”.

Something to bear in mind for those marketers still finalising FY25 budgets.

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Consumer Pulse Sport April 2024

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WHAT'S HOT AND WHAT'S NOT

April 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.

Ecstatic crowd sitting in the bleachers of a crowded sports stadium raise their hands up and cheer loudly during a professional soccer match as their favorite home football league takes the lead

19-22 April, 2024

Inside this month’s Consumer Pulse- Sport dip

19-22 April, 2024

Consumer Insights

Platforms Nine audiences engage with for sports content

Over 8 in 10 of Nine’s audiences (84%) engaged with sports, sports personalities/ athletes or sports-related content in the past week. Watching sports-related content on free-to-air TV was the most common method of engagement (57%), followed by watching or reading content online (43%) and watching on pay TV or a paid streaming service (41%).

Diverse group of men watching soccer match at home and cheering for Germany team.

Time spent engaging with sport

Among those who engaged with sports in the past week, watching sports on pay TV or a paid streaming service had the highest time spent with an average of 3.5 hours and over-indexed with people aged 50 or older. Approximately 2 hours was spent on average watching sports on free-to-air TV and 2.5 hours on watching a live game/match among those who attended in person (13% of Nine’s audiences).

Sports impact on mood

Watching, reading, or listening to sports or sport-related content had an overall positive impact on Nine audiences last week. 2 in 3 recalled feeling entertained while 2 in 5 felt connected and around one third felt excited and relaxed.

Top 10 emotions when watching, reading, or listening to sports or sports related content

Top 10 Emotions %
Entertained66
Connected43
Excited37
Relaxed31
Passionate23
Hopeful17
Optimistic15
Calm13
Encouraged13
Frustrated12

Conversation Starters

Sports and culture

own a sports jersey of a sporting team or athlete

The significance of merchandise for fans and their families

In addition to watching, reading, or listening to sport-related content, around a third of Nine’s audience own a sports jersey of a sporting team or athlete. This is significantly higher among men (46%), particularly those in their 40s (58%). One third of Nine’s audiences own other merchandise of a sporting team or athlete and 1 in 4 have a membership to a sporting club.

Also, 1 in 5 claim to have influenced other members of their family, such as their partner, child or pet, with merchandise from their favourite sporting team or athlete.

BRAND CONSIDERATIONS

Sporting merchandise serves more than just apparel or accessories; its a tangible expression of identity and connection. Crafting marketing campaigns that not only showcase the products but also emphasise the emotional significance they hold for fans can deepen brand loyalty and foster a sense of belonging within a sports community.

Portrait of young woman watching a cycling jersey in a sport store.

Inclusion and Diversity in Sport

The majority of Nine’s audience support people from multicultural backgrounds (81%) and people with disabilities (75%) participating in professional sports. 1 in 2 support professional women’s sporting codes, significantly higher among men under the age of 40 (59%). Support for transgender and non-binary people participating in professional sports is less widespread (only 28%), although it rises to 44% among women under 40.

support people from multicultural backgrounds participating in professional sports

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

Female football players having fun on training

Brand Considerations

Representing diversity and inclusivity within your brand may not only strengthen connection with your audience but also contribute positively to the broader conversation around diversity in sport. 

Sports and Pop Culture

watched a sporting event mostly for the pre-show or half-time entertainment

Nine audiences under the age of 40 are significantly more likely to admit they enjoy the social aspect of sport more than the sport itself, and overall, 1 in 10 have watched a sporting event mostly for the pre-show or half-time entertainment.

LAS VEGAS, NEVADA - FEBRUARY 11: Usher and Lil Jon perform during the Apple Music Super Bowl LVIII Halftime Show at Allegiant Stadium on February 11, 2024 in Las Vegas, Nevada. The Kansas City Chiefs defeated the San Francisco 49ers 25-22 in overtime. (Photo by Ethan Miller/Getty Images)

BRAND Considerations

Recognise the evolving preferences of younger audiences and look for ways to amplify your brand message through the social and entertainment opportunities beyond the playing field, which in turn will help drive memorable experiences and deeper connections with your audience.

Australian sporting codes abroad

support Australian sporting codes being played or aired internationally along with international sporting codes being aired locally

Young men driving support for Australian sporting codes abroad

Among Nine’s audience, 3 in 4 support Australian sporting codes being played or aired internationally along with international sporting codes being played or aired locally. Support for Australian sporting codes being played or aired internationally rises significantly to 88% among men under 40.

BRAND CONSIDERATIONS

Brands should consider fostering a sense of pride in Australian sports culture. Engaging with audiences, particularly younger men, who exhibit heightened support for Australian codes on the global stage can further solidify the brand's role as a leading advocate for the expansion and celebration of sports beyond borders.

SYDNEY, AUSTRALIA - APRIL 19: Waratahs fans during the Super Rugby Women's Semi Final match between NSW Waratahs and ACT Brumbies at Allianz Stadium on April 19, 2024 in Sydney, Australia. (Photo by Jason McCawley/Getty Images)

Source: Nine’s Consumer Pulse - Sports Edition, April 2024 (n=2,369)

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

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