Category: General

Consumer Pulse October 2026

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WHAT'S HOT AND WHAT'S NOT

October 2026

The national mood remains predominately negative, with net negative emotions continuing to increase from last month. Nine’s audience reflects this strong negative mindset with Frustrated, Anxious, Stressed, Annoyed and Calm the top feelings this month, followed by Pessimistic and Unsure. In line with the negative sentiment, Nine’s audience is feeling more cautious about the year ahead. Nine’s audience maintains from last quarter the value it places on health, enjoying life and family security. Additionally, sports are a strong area of engagement with viewing habits varying depending on the sport. However, those interested in a sport engage outside of games, watching additional content and engaging in fandom behaviour.

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2 October - 5 October 2026

Inside this month’s Consumer Pulse dip

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Mood of the Nation >

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CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood has seen a further decline with negative sentiment continuing its increase since last month, and coincides with the latest interest rate rise that was announced the week the survey launched. While NET positive has maintained a steady decline in line with levels from April this year. The significant gap between positive and negative emotions is reflective of the current mindset due to economic concerns, with interest rate rises top of mind for Australians, as well as a reflection of the continued global instability.

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

Dominant mood indicators

The sentiments list reflects the current mindset and is dominated by negative emotions. The top 3 emotions being frustrated, anxious and stressed. Frustration and stress have seen a month-on-month as well as a year-on-year increase, reinforcing that Australians are currently feeling more negative than before. Annoyed and calm complete the top 5 of the list, highlighting that some are trying to remain positive despite the instability. Pessimistic, unsure, sceptical, relaxed and hopeful complete the remaining top ten emotions, showing the conflicting emotions felt by Australians as whilst impacted by a number of concerns, some remain hopeful and optimistic about the future. 

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

NATIONAL MOOD BREAKDOWN

Emotion all reflect the negative sentiment dominance, for those 45+

Frustration, anxiety and stress are acutely felt by all Australians regardless of age, however differences arise in the remaining emotions. For those under 45, the top 5 emotions all reflect the negative sentiment dominance, with overwhelmed and pessimistic rounding out the list. Contrastingly,  those 45+ show more diversity, also feeling annoyed and calm, with calmness much stronger than younger audiences. While negative sentiment remains strong for both males and females, they also show some difference with the particular emotions felt. The top 3 emotions for females are in line with the total sample, however males show stronger feelings of annoyance.

Concept Burnout Syndrome. Business Woman feels uncomfortable working. Which is caused by stress, accumulated from unsuccessful work And less resting body. Consult a specialist psychiatrist

BRAND CONSIDERATION

To effectively navigate these demographic emotional nuances, brands should lean into themes of safety and connection to comfort overwhelmed younger audiences and females, while providing grounding, practical messaging to counter the anxiety, pessimism, and frustration present among older consumers and males.

Conversation Starters

OUTLOOK ON THE YEAR AHEAD

of Nine's audience feel cautious about the year ahead

Caution has continued to rise with economic pressures and global uncertainty a key driver 

Nine’s audiences’ negative outlook has increased from last month by 4 percentage points, with ~1 in 2 feeling cautious about the year ahead. 47% to 49% of both younger and older audiences are feeling cautious, however this has increased since last month for those under 45, while remaining consistent for 45+. The cautious sentiment is driven by external, uncontrollable factors such as the heightened cost of living pressure, geopolitical instability and government dissatisfaction. However, despite the predominately negative mood, 1 in 3 are feeling a mix of both optimistic and cautious, as while they are wary of the external pressures they are positive about their personal lives and well-being as well as feeling confident about the things within their control. 

Audience’s top concern remains rising prices for essentials like groceries, fuel and utilities,  followed closely by global conflicts affecting fuel prices, & national security, and increasing political polarisation. Older audiences show less concern about high rent, rising interest rates or the ability to buy a home compared to those under 45, highlighting the varying lifestages and the financial stability of those 45+.

Health, Life, and Family Security Top Australian Values

When it comes to what matters most to Australians, health maintains its position at the top of the list and has seen a slight increase from last quarter (5 percentage points). Aside from maintaining good health, enjoying life and family security continue to be core values. Other values have shifted quarter on quarter, with protecting the environment increasing to the 5th ranked position (up 3 percentage points). Important values continue to be focused on well-being, relationships and global stability, while ideals such as self-discipline and capability have seen a minor decline from last quarter suggesting that ambition is not a high priority for audiences.

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

SPORTS

of Nine's audience are willing to pay to access live and on demand streaming content of a sport of interest

Sports keep crowds hooked, with plenty ready to pay for their favourite games 

Sports continue to bring individuals together with 78% of Nine’s audience engaging with any sports or sports related content in the last week. The key way audiences engage with sport is through free-to-air (54%), however print still plays a role with 28% reading content via a newspaper, particularly 45+ and males. Younger audiences show higher engagement through social media than those 45+, while males are higher across all platforms, reinforcing that they are a highly engaged sports audience. Among Nine’s audience, 42% are willing to pay to access live and on demand streaming content of a sport of interest. This increases 9 percentage points for males (up to 51%), with 13% willing to pay for NRL / NRLW and 10% willing to pay for soccer (domestic or international).

BRAND CONSIDERATION

To capitalize on high sports engagement and strong subscription intent - particularly among highly engaged male fans - brands should prioritize live and on-demand streaming environments within their media mix alongside platform-tailored touchpoints across free-to-air, print, and social media.

Friends watching soccer match together at home

WEEKLY LOYALTY VS TOURNAMENT ENGAGEMENT

of Tennis viewers only watch for major tournaments such as the AO

Different games reveal different habits: From weekly loyalty to major tournament viewing across platforms

Engagement with sports varies among audiences depending on the sport. 1 in 5 watch NRL / NRLW weekly or more often, which increases to ~1 in 4 among males. 14% of Nine’s audience also indicate that they tune in for major tournaments such as State of Origin or Grand Final. Over 90% of those who watch the NRL / NRLW do so via Channel 9 / 9Now, with 73% watching live. Tennis shows a slightly different engagement behaviour as rather than regular viewing, 2 in 4 only watching for major tournaments such as AO. However tennis still maintains some loyal fans, with 13% watching at least monthly. Viewership of tennis is primarily the full event live on free to air (55%), which is slightly high among females (61%). This is followed by the short highlights on free to air (30%). In line with tennis, athletics shows less regular viewing but 28% are watching for major competitions and this is slightly higher among older audiences and males. 46% of those watching, do so of the full event live or on catch up, followed by 37% watching short highlights on free-to-air or a streaming service. Beyond the screen, print and digital news publications help 19% of NRL fans and 15% of tennis & athletics fans keep up on the action.

Close-up of man watching football sport on smart phone.

BRAND CONSIDERATION

Brands should align their media strategy with code-specific viewing habits by maintaining an always-on live presence across Channel 9 and 9Now for loyal NRL audiences, while capturing event-driven tennis and athletics viewers through high-impact tentpole broadcasts, short-form highlights, and news extensions.

FANDOM BEHAVIOUR

of Nine's audience engage in fandom behaviour of sports teams and/or athletes they support

Over half of audiences engage beyond live matches with highlights, social media, and fandom driving deep sports engagement

58% of those who watch sport show high engagement, interacting with sporting content outside of live matches and highlights, however this increases to 63% for males. The top way fans choose to engage is watching highlight reels of the games / sporting moments, particularly males. This is followed by liking, commenting or sharing content on social media, which is a key engagement avenue for younger audiences.

52% engage in fandom behaviour of sports teams and/or athletes they support.  This behaviour is reflected through following them on social media, owning a jersey, owning other merchandise or having a membership to a sport / sporting team. Engagement with sporting teams / athletes is stronger among younger audiences and males. 18% of males participate in a sport of interest on a regular basis, while 17% of younger audiences own a product that is sponsored or promoted by a sporting team / athlete.

BRAND CONSIDERATION

To capitalize on deep off-field sports fandom, brands should leverage highlight reels, social media, and athlete partnerships to activate younger, connected audiences and males, while balancing broader creative messaging with reassuring support for anxious females and practical solutions for pessimistic older demographics.

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September 2026 Data
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From Saliency to Sales: How Retail OOH Unifies the ‘Sofa to Store’ Journey

Insights from Nine Upfront 2027

From Saliency to Sales: How Retail OOH Unifies the 'Sofa to Store' Journey

12th October, 2026

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Tim Murphy

Chief Sales Officer, QMS

It is no secret that Retail Out of Home is a highly populated and established category in Australia. Major retailer-owned media networks have done an exceptional job of proving the value of the space, fundamentally shifting how marketers view the path to purchase.

The next frontier for brands isn't just about tapping into a supermarket's data loop; it is about taking the full-motion broadcast quality of Digital OOH and placing it where daily habits are formed, meaningful connections are nurtured, and final purchasing decisions are made. It is about understanding that true national scale is built from the neighbourhood up.

The Local Trust Halo

Australians live their lives locally. While the major big-box supermarkets are often destinations for the sprawling weekly shop, the moments of true, habitual connection happen closer to home. It is the shop at the local independent grocer, the Saturday morning project run to the hardware store, the quick stop for liquor on the way to a dinner party, or the daily coffee run at the corner convenience store.

These are high-frequency, trusted retail destinations embedded in the social and commercial fabric of Australian neighbourhoods. When a customer steps into a local IGA, Mitre 10, Cellarbrations, or their local convenience store, their mindset shifts. They are in an active, receptive state, making decisions for their households and engaging with businesses that sit at the core of their community. We call this the "Local Trust Halo."

This is the philosophy behind our new Retail OOH network, SHOP. By bringing together the Metcash "LocalEyes" network – featuring 860+ screens across IGA, Cellarbrations, The Bottle-O, Thirsty Camel, Mitre 10, Home Hardware, and Total Tools – with The Convenience Network's 470 screens across 7-Eleven stores, we aren't just aggregating inventory. We are creating an environment where brands meet local shoppers at scale.

When you consider that 70% of Australians live within three kilometres of a SHOP retailer, the strategic value becomes clear. Delivering more than 16 million monthly shoppers * across 1,300+ screens – including over 400 regional locations – offers the scale of a national media buy, but it is delivered with the intimacy of a local endorsement.

Redefining the Space: Pure-Play Retail OOH

To truly capitalise on this environment, we need to separate Retail OOH from the broader definition of Retail Media. We aren't talking about digital catalogues or in-store audio. Retail OOH is about building mental availability at the physical point of entry. It brings the visual impact and flexibility of pure DOOH directly to the point of purchase, acting as a broadcast bridge between top-of-funnel brand campaigns and immediate in-store action.

Viewing the channel through this pure play DOOH lens unlocks two distinct, yet equally powerful, commercial opportunities:

  • For Endemic Brands: It is the ultimate conversion engine. Retail OOH allows brands already sitting on the shelves inside to influence local shoppers, driving immediate path-to-purchase conversion and capturing 'share of basket' right when intent peaks. Crucially, it benefits from the proven dual effect of DOOH – driving immediate, short-term sales whilst also building long-term brand equity.
  • For Non-Endemic Brands: It provides a highly cost-effective, low wastage platform to reach qualified local audiences. For categories like automotive, financial services, insurance, and telecommunications, the local independent retail environment offers a rare, low-distraction canvas. It allows advertisers to tap into household decision makers within high-trust, highly receptive everyday shopping environments without competing in a crowded retail media ecosystem.

The Complete Ecosystem: From Sofa, to Street and now, to Store

As DOOH continues to advance, our focus as media owners must remain firmly on effectiveness and outcomes. This is where the strategic integration into the broader Nine ecosystem changes the game for agencies and brands.

At the recent Nine Upfront, we highlighted the power of moving consumers seamlessly from the 'Sofa' – capturing high-attention viewing in the living room – to the 'Street', to maintaining brand presence across our quality national DOOH network.

SHOP now completes that commercial continuum. By adding the retail footprint as the final, crucial touchpoint, we create a truly holistic proposition for Australian marketers. We can now accompany a consumer from relaxed entertainment at home, through their daily commute, right up to the final point of purchase in their local community.

It is no longer about choosing between brand awareness or retail conversion, the highway or the high street. By taking the sophistication of Digital OOH and embedding it into the everyday retail rhythms of Australian neighbourhoods, we give brands the complete, connected canvas they have been searching for: the power to inspire on the sofa, build saliency on the street, and drive real-world action at the store.

*Source – Nielsen CMV, Survey 4 2026 ^Metcash Transaction 2025 Data, IBA Shopper Intelligence, Summit Transaction Data 2025

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Trust isn’t the Finish Line: Turning Influence into Action Through Real-World Ecosystems

Insights from Nine Upfront 2027

Trust Isn't the Finish Line: Turning Influence into Action Through Real-World Ecosystems

5th October, 2026

AshThomas_Headshot_2

Ashleigh Thomas

Commercial Director, Publishing Sales

Brands increasingly need partners who understand the forces shaping purchase decisions within their category, not just media channels. The true power of connected media not only connects with Australians in those moments of intent, it transforms passive readers into active consumers.

For decades, the media industry has measured success through attention. We’ve chased eyeballs, optimised for dwell time and built a digital advertising model around the assumption that adjacent placement was the pinnacle of influence. But in an industry oversaturated by the infinite scroll, passive attention is no longer enough. The real opportunity lies in turning trusted relationships into meaningful action. And that requires a fundamental rethink of what a publishing environment is designed to do.

Australians aren’t reading our mastheads to understand the world, but to decide how to live in it. From the suburbs they invest in, to the shares they buy, the restaurants they book and the flights they board, news media is actively shaping Australian culture.

Yet historically, the commercial model hasn’t always reflected the influence publishing has on those decisions. We have largely sold brands access to audiences around our content, rather than creating ways for them to participate in the moments that content inspires. The opportunity now is to close that gap, taking the trust, authority and influence built on the page or screen and extending it into richer experiences that can move people from consideration to action.

Finding Moments of Intent

Today’s audiences move fluidly between platforms, channels, communities and experiences. For marketers, the challenge isn’t finding those audiences anymore. It’s finding moments of intent. We know today’s most effective campaigns are built around passion points: Money, property, food, travel and culture. Because they’re the decision-making categories.

Take travel as the blueprint. By pairing editorial authority with specialised commercial expertise, a brand story can move seamlessly from a weekend print feature into a digital interactive, onto our TODAY show for broadcast amplification, and straight into a consumer’s inbox.

This is the true power of connected media that puts brands alongside Australians, throughout their entire journey through life, and transforms passive readers into active consumers.

Yet even the most sophisticated content ecosystem has limitations. While digital environments excel at building consideration, the moments that most powerfully shape behaviour often happen in the physical world. That is where trust becomes participation, and participation becomes action.

The Power of Real-World Experiences

The challenge for publishers is no longer simply building trusted audiences. It is creating pathways that move people from engagement to participation, and from participation to purchase. The bridge between digital scale and physical experience is where that opportunity exists. And it’s a reflection of how consumers increasingly engage with trusted brands beyond content consumption.

We are seeing this come to life through properties like The Australian Financial Review Ventures portfolio, the Good Food Guide Awards, and the newly announced Melbourne Assembly. This is the physical manifestation of our editorial IP.

For a brand, the difference between advertising next to a restaurant review and integrating into a live culinary event where thousands of engaged consumers are tasting, drinking and purchasing is profound. It shifts the dial from brand awareness to brand experience, wrapped in the credibility of the masthead.

Consider the Financial Review About Time Watch Weekend (ATWW), the AFR Magazine’s annual watch fair where we bring AFR audiences direct to our Watch partners for two weekends in September. By restricting access exclusively to loyal subscribers, the event has curated an exceptionally high-calibre audience. The results challenge conventional performance marketing expectations: Almost 1,000 individuals registered, generating more than 2,600 partner appointments in four days across two cities. Attendees averaged three brand appointments each, demonstrating serious purchase consideration.

Most importantly, the physical ecosystem is known to generate measurable conversion. The 2025 event survey results showed that 26 per cent of repeat attendees had purchased a watch they discovered at an ATWW activation.

But creating these outcomes requires more than audience scale or premium environments alone. It requires a deep understanding of the categories where consumers are making decisions and where brands are seeking growth. The most effective publishing ecosystems are built not just around content, but around category expertise.

Commercial Specialisation is the New Strategic Imperative

As audiences become more fragmented and categories more complex, brands increasingly need partners who understand the forces shaping purchase decisions within their sectors, not just media channels. This is why we are aligning our dedicated commercial teams directly to audience passions and partner growth sectors, expanding beyond traditional media categorisation to create bespoke solutions for Retail, FMCG, Utilities, Services and Travel.

This deep category expertise allows us to move beyond standard media buys and design experiences that genuinely resonate. We see the advantage of this approach when specialised commercial understanding merges with editorial authority.

Our Scenic and Fin! Magazine High Seas launch, hosted at the Aster Bar for 70 guests, provided a tailored platform that drove genuine brand advocacy by placing the partner directly in front of an influential audience. Likewise, an exclusive event with Van Cleef & Arpels gave an influential cohort of readers behind-the-scenes access to a travelling collection of exceptional jewels before anyone else.

The Active Trust Advantage

Recently, there has been much debate about the value of trusted news environments. Trust is undeniably the signal that cuts through the noise. It’s the foundation, but not the final destination.

The future belongs to brands that can convert trust into momentum. By building lifestyle ecosystems, pioneering live brand experiences, and matching editorial authority with deep commercial specialisation, we are offering brands a new way to operate in these spaces.

Attention built the digital media economy. Trust helped to sustain it. The next era will belong to brands that can transform trust into participation, and participation into action.

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Welcome to a Fairer and More Transparent Publishing Ad Tech Ecosystem

Opinion

Welcome to a Fairer and More Transparent Publishing Ad Tech Ecosystem

Julia Headshot_Headshot

Julia Edwards

Director of Programmatic Sales

6th October, 2026

The culmination of the U.S. Department of Justice antitrust trial against Google marks a pivotal inflection point for the global digital publishing ecosystem. While Judge Leonie Brinkema rejected a structural breakup, sparing Google from spinning off AdX, the mandated behavioural remedies offer a vital pathway to level the playing field. For a premium publisher like Nine Publishing operating flagship titles like The Sydney Morning Herald, The Age and The Australian Financial Review, these regulatory updates, paired with programmatic updates like Direct Pay Open Bidding, are essential to creating a fairer, more transparent media supply chain. 

Breaking the Lock-in

For years, Google's near 90% dominance in the publisher ad-server market was fortified by tight technical tie-ins. AdX demand was effectively locked inside Google Ad Manager (GAM), forcing publishers to remain within Google's ad tech stack. The behavioural remedies are transformative in two main ways. 

  1. Header Bidding Access for AdX: Forcing AdX to bid directly into open-source, pre-bid header bidding liberates publishers. Media owners can now explore alternative ad servers, such as SpringServe, Freewheel or Publica, without risking the loss of AdX demand, dismantling the historical lock-in that defined the market. 
  2. Non-Discriminatory Google Ads Demand: Requiring AdWords/Google Ads demand to bid non-discriminatorily across rival ad exchanges opens vast advertiser budgets to independent Supply-Side Platforms (SSPs) like Index, PubMatic and Magnite. 

The Money on the Table

The financial upside of shifting this market dynamic is immense. Industry estimates indicate that every 1% of global market share shifting to an independent player like Index, Magnite or PubMatic could potentially generate $50M-75M in incremental revenue, with the majority flowing straight to the bottom line of publishers globally.

Enforcement Is Everything

However, as PubMatic CEO Rajeev Goel noted following the ruling, these remedies must be enforced rigorously and implemented rapidly. Impact will depend on the specific implementation, transparency and sustained enforcement, including the role of independent monitors.

James Young, Regional Director, ANZ for PubMatic, added: "This is a meaningful step, but its value will be decided more by implementation and enforcement than by the ruling itself. For publishers in Australia, it is critical that they can choose the technology that best serves their business without losing access to important demand. Australia is a market built on innovation, and I'm optimistic that if done right, these changes could support greater choice and competition in the ad exchange and ad server markets." 

Magnite's global CEO also aligned with this perspective, saying: "The decision includes meaningful requirements around how Google's ad tech products interact with competing technologies and eliminates many of the behaviours that underpinned Google's exclusionary scheme to lock publishers into its ad server and to prefer its own exchange. If properly implemented, we believe these remedies have potential to level the playing field and create a more competitive auction environment that benefits the entire industry." 

Amelia Ward, Managing Director, AUNZ Index Exchange, also added, "The real test of these remedies is whether they create meaningful choice and a genuinely level playing field for media owners. Greater interoperability and non-discriminatory access are important steps toward changing the dynamics of the market, but effective implementation and enforcement will be critical. Publishers should be able to choose the technology partners that deliver the most value, while buyers should be able to compete for inventory on fair and transparent terms."

Cutting Out the Middleman

While regulatory bodies enforce compliance on a macro level, publishers can already take proactive operational steps to bypass Google's legacy take-rates. The implementation of Direct Pay Open Bidding, moving away from standard Open Bidding with partners like Magnite and PubMatic, demonstrates how cleaner supply paths immediately unlock higher publisher yield. 

Instead of allowing Google to act as a financial middleman charging variable revenue shares, Direct Pay converts Google into a pure auction facilitator charging a predictable flat CPM serving fee. Additionally, reclassifying publisher inventory from "Intermediary" to "Publisher" in sellers.json removes DSP throttling and opens access to direct Supply-Path Optimisation (SPO) budgets.

The Proof Is in the Yield

Nine's recent yield data across premium publishing inventory confirms the immediate impact of providing advertisers with a direct, transparent path. After transitioning to Direct Pay, updated partners generated a +49% YoY revenue growth and a +41% YoY surge in impression volume. This dramatic shift proves that buyers aggressively ramp up bid velocity once listed as direct sellers. 

From Forced Reliance to Real Competition

Direct Pay is a great step towards creating a fairer and more transparent ecosystem. If court-ordered behavioural remedies are delivered swiftly and monitored independently, the digital publishing market will finally shift from decades of forced reliance to true performance-based competition. Premium publishers and advertisers alike stand to gain a far more transparent, efficient and profitable open web. 

Explore the Nine Advantage today

Source: Nine (2026, September). Programmatic revenue reporting. 

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Unpacking Nine’s ‘Sofa to Street’ Proposition: How Unmatched Local Scale and a Cohesive Cross-Channel Play Will Unlock Commercial Growth for Australian Advertisers

Insights from Nine Upfront 2027

Unpacking Nine’s ‘Sofa to Street’ Proposition: How Unmatched Local Scale and a Cohesive Cross-Channel Play Will Unlock Commercial Growth for Australian Advertisers

25th September, 2026

Nadia_Headshot

Nadia Cameron

Publisher | Editor of Marketing, Mi3 Australia

This year’s Nine Upfronts gave brands and media buyers a decidedly different narrative to engage in, and it wasn’t just down to the high-production, immersive format of its showcase.

Nine put forward a confident content slate that exuded what the locally owned and operated media company does best: Breadth of Australian programming, talent and connection across sports, entertainment, drama, news and lifestyle. But secondly, it revealed the engine fuelling how it’s taking all this to market in 2027 has been strategically recharged.

As Nine’s chief executive officer, Matt Stanton, and chief sales officer, Matt James, told Mi3 in a podcast recorded in the immediate afterglow of the Upfronts event, Nine has become a very different media company in the last 12 months. Having tackled the heavy lifting on portfolio mix and strategy, it’s putting forward a refreshingly firm, unified proposition that covers broadcast to streaming, publishing and digital-out-of-home.

Listen to the full podcast with Matt Stanton and Matt James here.

Propelled by its most integrated owned and operated media offering to date, buoyed by the $850m acquisition of digital out-of-home player QMS, Nine is pitching a ‘sofa to street’ cross-platform play for advertisers, supported by a single media planning and buying platform, Nine Neo. This go-to-market strategy is designed to bring cohesion to how brands trade and measure the effectiveness of what Nine has to offer. And it’s backed by significant investment into unifying audience targeting and insights extending from screens into physical locations and commerce.

The upshot: Nine is pitching itself as a strong contender against big tech and the global streaming platforms, and the only Australian-owned, fully integrated media network that can connect brands to audiences across their entire day.

It’s a crucial time to shore up this full-funnel, multi-channel proposition in market. Hundreds of millions of ad dollars have exited the linear and broadcast industry over recent years, reallocated to digital platforms and walled gardens. There’s active debate right now around whether it’s the responsibility of government, media buyers or brands to proactively back Australia’s domestic media industry. Many agree supporting local-first content and journalism is crucial to societal cohesion and cultural connection.

But ultimately, media companies have to demonstrate they have the audiences, scale and solid returns on investment to win ad dollars. That’s what Nine is backing itself to provide. Stanton pointed to the power of the State of Origin, Olympics and Married at First Sight in delivering cultural moments as his first proof point.

“It's very important to have scale and diversity in this marketplace,” Stanton continued. “If you are a single platform – and it doesn't matter how big you are – it’s very difficult to compete with some of the big global tech players because obviously, they have the investment of a whole global team versus a local team like ours. So it's really important to get these three business units – streaming and broadcast, publishing, and out-of-home – working closely together, but also in their own right as well. They have to stand on their own two feet is the way I think about it, but then they've also got to collaborate when they need to collaborate … That's the only way we are actually going to be able to compete with the big global players.

“That’s very clear to me, and the portfolio changes we’ve talked about are really significant. Now, it’s about execution, and using these three big assets at the right time, either individually or cooperatively.”

Then there’s strength in fully owning and operating such assets. Nine has a “powerful” ability to unify and coordinate these all the way from content to data, technology, audience and cultural moment, said James. “It’s a big full-funnel proposition that enables us to start from brand to covering the breadth between awareness and transaction,” he said.

“This is also only going to work if you fundamentally have your strategic destiny in your own hands. This requires unified content delivery systems. It requires unified IDs around our 22 million audience base. And it needs all of the investments we are making in the technology to develop this the right way.

“Everything we’re developing comes with a long-term perspective, which I think is another one of our fundamental differences. I appreciate there are lots of partnerships going on in that [out-of-home] marketplace, but you can't make these kinds of investments and unify that in the way we're unifying our data, and even our content platforms across 9Now and Stan.”

James additionally points to the heft of Nine’s assets today as evidence it can deliver this to advertisers. “They really do reach most of Australians, and anything we now do, we can develop from a long-term perspective, particularly as we embed outcomes-based reporting,” he said.

Nine’s commitment to longevity extends to the content it’s investing in. Its recent NRL deal to 2034, along with a freshly minted seven-year EPL deal, are examples. Nine also has rights to the Olympics through to Brisbane 2032. Demand for these marquee events has never been bigger, James added.

“We have properties such as The Block, MAFS [Married at First Sight], and news, which clearly anchors on consistency,” Stanton said. “Advertisers know what they are getting; it’s very consistent, trusted and at the heart of Australian cultural moments.”

Under Nine’s cross-platform strategy, many loved content offerings are also now showing up across its broader asset base.

“If you just put one bit of content on one bit of platform, it will not grow,” Stanton commented. “We now have the EPL and the rights on the streaming side on Stan, but we can put it onto Nine and 9Now as well. We can push it through the publishing business and outdoor as well … From an advertising point of view, when you can do that, it’s very powerful.”

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Sport: From Live Event to Cultural Slipstream

Insights from Nine Upfront 2027

Sport: From Live Event to Cultural Slipstream

22nd September, 2026

Live sports broadcasting is no longer a two-hour window. As audience consumption habits evolve, the final siren remains critical, but is just the start of the conversation.

Fresh off the recent Nine Upfront 2027, AdNews spoke with Brent Williams, Nine’s Director of Sport and Andrew Cann, Nine’s National Commercial Director of Sport, about how brands can participate beyond the broadcast, and what this means for both scale and sustained engagement.

Q: The debate, the analysis, the emotional high after the lights go down - that’s modern sport. How can brands integrate into the post-game environment across streaming, publishing, social and outdoor?

Andrew: The biggest shift is recognising that sport is no longer confined to a single screen or a single moment. Audiences move fluidly and brands need partners that can help them participate across that entire consumption cycle.

Beyond the final siren is where brand value compounds. Today, we can turn a two-hour game into a continuous conversation. The moment play ends, audiences move into analysis, highlights, commentary and discussion. While 43% of mainstream sport engagers connect primarily through live broadcast viewing (PMAX Sports Fandom Tracker June 2026), our publishing assets, social platforms, streaming environments and outdoor network work together to extend the experience.

Our mastheads are the most read in Australia, not only can brands appear in a trusted news media environment, but alongside curated highlights across 9Now and Stan Sport, and remain present as fans continue following the story on their socials throughout their day. It’s a smorgasbord of options for brands looking to creatively tell their stories and captivate audiences who are already with the platforms they love.

Brent: Take the upcoming UK Ashes: a historic ritual shifted straight into Australian winter primetime. While the live action happens overnight, Australians wake up wanting to catch up on key moments, understand the context and join the conversation.

That’s where the opportunity has evolved. We are capturing the entire cultural slipstream of the game, making it a truly immersive experience. We’re constantly developing new and innovative ways to drop our audiences into the heart of the action - whether that’s deploying social-first FPV drones at the Winter Games to bring fans onto the slopes, or leveraging real-time AI ball-tracking data during the Australian Open to give viewers unparalleled tactical depth. We are taking fans closer to the sport than ever before.

Q: Nine’s ‘Sofa to Street’ strategy, walk us through how outdoor comes to life on game day?

Brent: We think about outdoor as a real-time extension of the broadcast experience. For major sporting moments, we build anticipation leading into the event, provide live updates while games are underway, and then transition into highlights and key takeaways immediately afterwards.

The objective is simple: wherever audiences are consuming sport, whether at home or commuting, the experience continues.

Andrew: What makes this particularly powerful is our ability to connect audience intelligence amd measurement as consumers move from the screen to physical environments throughout their day.

Q: Looking at the 365-day calendar, how should brands balance ‘owning’ a cultural pinnacle versus maintaining an always-on presence?

Andrew: Both play an important role. For brands seeking concentrated, mass-market impact, they can dominate a cultural pinnacle - like the State of Origin, Australian Open or the Olympics - through premium cross-platform packages.

At the same time, we’re seeing increasing demand for consistent year-round engagement - that’s where tapping into our rapidly expanding women’s sport portfolio works hard. Properties like the NRLW, Netball, WNBL, and Grand Slam tennis offer consistent, high-sentiment engagement with key household decision-makers throughout the entire year.

According to research we conducted in collaboration with Gemba, sports sponsorship builds awareness 25% faster than other sponsorships and delivers 7 percentage points (+20% relative) stronger sponsor recall retention when compared to other sponsorships. Kantar analysis of the Winter Olympics 2025 showed brand association drove a whopping +11.8 percentage point increase in brand consideration - when brands pair year-round presence with major pinnacles, the impact compounds rapidly.

Q: Securing the Rugby World Cup on home soil and bringing the NBL to free-to-air are massive cultural plays. Plus, women’s netball and the highly anticipated LA2028 Olympics. How will Wide World of Sports elevate these properties to ensure they capture Australia?

Brent: Live sport is one of the last remaining genres with the power to universally unite communities and countries.

For 50 years, Wide World of Sports has operated on four pillars: to elevate, excite, engage and entertain. We curate major event television, and as the NBL returns to free-to-air and we build toward monumental home-soil events like the 2027 Rugby World Cup, we continue to take content directly to where fans want to consume it.

Our broadcast is fundamentally about the athletes, the fans, and the stories we tell around them. By pairing cinematic viewing experiences with deep, human connection, we’re able to create an environment where emotional responses are at their peak.

Q: Advertising is now fully integrated across Stan Sport. What unprecedented access does this unlock?

Andrew: Stan Sport is where the super fan lives. Ad integration here means low-clutter, high-attention exposure across premium subscription properties like Premier League, UEFA Champions League, and international rugby - all in native 4K ultra-definition.

Crucially, it completes Nine’s full-funnel video ecosystem. By bridging free-to-air, BVOD and SVOD under our unified first-party data stack, we offer brands non-duplicative reach across both free and subscription environments.

Q: What are you most looking forward to for the future of sport?

Andrew: Our portfolio of local and international sports content showcase the greatest games on the earth, delivered with the accountability of a closed-loop ecosystem. It’s a single destination, and no brainer if you’re looking to grow your business. That’s exciting territory.

Brent: Sport remains one of the few environments capable of bringing large audiences together around shared moments. The platforms matter, but what makes sport so powerful is its ability to create long-term engagement and lasting connection. So I’m most looking forward to… more of it!

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Nine Upfront 2027 Through the Eyes of the Industry’s Next-Gen

Insights from Nine Upfront 2027

Nine Upfront 2027 Through the Eyes of the Industry’s Next-Gen

22nd September, 2026

Watch as Zoe Richter, Natalie Armstrong and April O’Neill go behind the scenes at Nine Upfront 2027.

Upfront season is traditionally viewed by the next generation of the media industry from a distance. This year Nine invited Zoe Richter, Account Coordinator, Frontier, Natalie Armstrong, Implementation & Activation Associate Manager, EssenceMediacom, and April O’Neill, Media Implementation Executive, OMD, to experience Nine Upfront 2027 firsthand, along with an exclusive pre-show, behind-the-scenes immersion.

Entering the venue, the trio were “expecting big announcements”, eager “to see how all the offerings translate to media buyers”, and hoped to learn how they could “utilise Nine’s offering holistically”.

Stepping past the red carpet, the guests were immersed in the operational engine that brings Nine’s Upfront to life, meeting Nine leaders across talent, content, sales and strategy to learn how the Upfront comes together.

Behind the Scenes of the Production: Crafting Content & Managing Talent

Bringing Nine Upfront 2027 to life required synchronisation across live event production, talent management, and real-time storytelling to extend the narrative beyond the room.

Kristen McGrath, Head of Media Talent, detailed the coordination of Nine talent for the event, with logistics spanning travel, styling and precise schedules.

Calleb McLeod, Content Lead, demonstrated live event coverage in action. While his team conducts talent interviews at the Media Wall to create social content, back-of-house teams work to publish programming announcements the moment they drop on stage.

Translating the Story: From Upfront Vision to Daily Media Buying

An Upfront only creates value if its vision translates into practical media planning and execution.

Jo Barton, Head of Sales – Sydney, highlighted how client engagement is not one-size-fits-all, detailing how Nine follows the Upfront event with a tailored roadshow, aligning specific announcements with individual client KPIs.

Stewart Gurney, Director or Strategy & Effectiveness, and Remi Baker, Director of Client Strategy & Innovation, from Powered by Nine, unpacked full campaign life cycles, from early collaborative workshops to executing multi-platform campaigns. Their key advice to the guests: involve media partners early in your strategy sessions. “The best ideas happen when all the different parties are in the room together. When all of that comes together is really when the magic happens as a team.”

Pre-Show Anticipation

An Upfront only creates value if its vision translates into practical media planning and execution.

Jo Barton, Head of Sales – Sydney, highlighted how client engagement is not one-size-fits-all, detailing how Nine follows the Upfront event with a tailored roadshow, aligning specific announcements with individual client KPIs.

Stewart Gurney, Director or Strategy & Effectiveness, and Remi Baker, Director of Client Strategy & Innovation, from Powered by Nine, unpacked full campaign life cycles, from early collaborative workshops to executing multi-platform campaigns. Their key advice to the guests: involve media partners early in your strategy sessions. “The best ideas happen when all the different parties are in the room together. When all of that comes together is really when the magic happens as a team.”

Next-Gen Takeaways from Nine Upfront 2027

Following the main stage presentation, Zoe, Natalie and April’s perception had evolved from evaluating Nine channels in isolation to looking at Nine as a unified media ecosystem. Reflecting on Nine’s connected scale, they noted that being able to book media across streaming, broadcast, publishing and digital out-of-home in “one spot” makes campaign processes “simplified and condensed”, leaving “brands a lot less to worry about”.

Key announcement standouts included Nine’s 2027 sports slate, the transformation of QMS into Nine Outdoor, and the launch of Nine Neo.

They were equally struck by the network’s star power: “Until you see them all together in a room at once, you don’t realise how big their offering is. There’s just so much to explore for brands.”

Their final verdict on Nine Upfront 2027 was clear: Nine is “one holistic media network to build your brand”.

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Stop Buying Passive Attention: Amanda Laing on Why Brands Need to ‘Enter the Chat’

Insights from Nine Upfront 2027

Stop Buying Passive Attention: Nine's Amanda Laing on Why Brands Need to 'Enter the Chat'

21st September, 2026

AmandaLaing_Headshot

Amanda Laing

Managing Director, Streaming & Broadcast, Nine

For over a decade, Stan has pioneered Australia’s streaming landscape - as the first streamer to launch in Australia and, today, as the country’s only locally owned and operated streaming service. When it first launched, it was bold, noisy and here to stay. The task was simple: originally, it was to disrupt the traditional content consumption habits of Australians watching television, and today it provides a distinctly Australian voice and perspective as a compelling alternative to the global streamers.

At the centre of it all has always been unique content that sparked conversation long after the credits rolled or the sound of the final whistle. From Stan Originals and some of the world’s biggest shows, to sport that captivates and unites us all - great content has always been the vehicle for our success. It’s what captures and holds attention in an increasingly fragmented world.

There is no denying that media is at its most powerful when it is shared. As an industry, we can no longer afford to view streaming as a passive, single-screen destination. Buying programmatic inventory against fragmented attention is no longer enough to build real brand equity. The true value for marketers lies in a platform’s ability to drive active national conversation across screens, spaces, and daily rituals.

We’re entering an era of cultural participation, and Stan’s latest brand campaign, ‘Enter The Chat’, sits at the centre of that. The traditional trade narrative still insists on siloing linear broadcast, BVOD, and SVOD into competing buckets. But that’s not reflective of how audiences live or engage with content.

A viewer’s evening doesn’t start and end inside an app; it ripples across their entire life. A dramatic twist on MAFS: After the Dinner Party isn't an isolated event, it becomes a flurry of group chat debates, a trending topic on social feeds, radio shows and podcasts, and the primary conversation at the office coffee cart the next morning.

Viewing is an active social driver. When content operates in a vacuum, it dies down the moment the credits roll. But when an ecosystem is intentionally built to connect those moments, it becomes a national lightning rod.

Nine’s distinct advantage lies in Stan being a core part of the most powerful media ecosystem in the region which we unashamedly and aggressively leverage. After successfully extending the 9Network’s (and the country’s) biggest show, Married At First Sight, into a Stan spin off with MAFS: After the Dinner Party, next year Blockheads will be able to keep the conversation going with the launch of The Block: The House Next Door on Stan and Love Island Australia will extend the love to Stan with unseen and uncut feeds direct from the Villa.

Stan’s monumental 2027 entertainment slate will be sure to get tongues wagging. With a reboot of Australia’s beloved rural drama, McLeod’s Daughters; a return of MAFS: After the Dinner Party; season 2 of Australia’s fastest selling drama of all time, The F Ward, and a remake of Baywatch to name a few - the group chats will be in a frenzy.

And the conversation won’t stop there. Stan Sport is in for a massive year, with home world cups for Rugby Union and Netball on top of Premier League, all four Tennis Grand Slams, NBL/WNBL, and Olympics still to come.

We extend, amplify and complement all of this extraordinary content, as well as our documentaries and magazine sports shows, across Nine’s whole ecosystem - sparking conversations during morning television, covering cultural moments across publishing and digital assets, driving off platform and social platform involvement, digging deeper in our podcasts, and increasing engagement by windowing content across our free and paid platforms.

For brands and media agencies, shifting from “what people are watching” to “what people are talking about” changes the equation for commercial return. Through strategic ad integration across Stan’s basic tier, live sport, and deep cross-platform narrative executions, Stan is also giving brands the opportunity to 'enter the chat.' You are no longer interrupting a show; you are integrating into active cultural moments which convert passive viewers into engaged, active participants.

The era of algorithmic isolation is ending. My challenge to Australian marketers and agencies as we look toward 2027 is clear: stop buying passive attention in isolated silos. Start investing in ecosystems that drive national culture and get your brand into the conversation.

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Consumer Pulse September 2026

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WHAT'S HOT AND WHAT'S NOT

September 2026

The national mood remains predominately negative, with net negative emotions seeing a slight increase since last month. Nine’s audience shows conflicting emotions with Frustrated, Anxious, Calm, Hopeful and Stressed the top feelings this month, followed by Pessimistic and Sceptical. In line with the range of conflicting emotions, Nine’s audience is feeling both cautious and optimistic, however this varies with age. 2 in 5 of Nine’s audience are feeling secure with their finances, however many are feeling the strain from rising costs with 69% wanting to cut back on spending, particularly on items that are not necessities.

Young woman carefully managing her home finances, putting coins in a piggy bank and taking notes on expenses and savings in her living room

4 September - 7 September 2026

Inside this month’s Consumer Pulse dip

Serious man thinking of his problems at home.

Mood of the Nation >

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CONVERSATION STARTERS >

Mood of the Nation

The national mood

The negative sentiment remains dominant among Australians, and has seen a slight increase month on month, while NET positive has seen a slight decrease. While the past few months had seen the emotional gap between negative and positive sentiment start to close, this change reflects a shift back towards a feeling of instability and uncertainty among Australians. 

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

Dominant mood indicators

In line with the change in NET negative, the sentiments list has shifted back to being slightly more negative with the top 2 emotions being frustrated and anxious. The remaining top 5 emotions show contrasting feelings, with calm, hopeful and stressed ranked 3rd, 4th and 5th respectively. The final top 10 emotions continue this trend of paradoxical feelings with pessimistic, sceptical, optimistic, relaxed and annoyed.

The mix of both positive and negative shows Australians resilience and stress in the current political and economic landscape. However, the month on month decrease across the majority of positive emotions suggests that we may be shifting back towards a strong dominance in negative feelings, similar to the beginning of the year. 

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

NATIONAL MOOD BREAKDOWN

of the 45+ age group feel calm

While anxiety and frustration is a current staple across all ages, there is some variety across the demographics. Those 45+ show more diversity in their feelings with 1 in 4 also feeling calm, as well as more likely to feel optimistic and relaxed. Contrastingly, younger audiences show a strong dominance of negative emotions with 27% feeling overwhelmed. The top 3 emotions are consistently negative for both males and females, however while females feel anxious, stressed and frustrated, males feel frustrated, sceptical and pessimistic.

Young woman feeling overwhelmed and stressed while working intently on a laptop in a bustling office environment filled with activity

BRAND CONSIDERATION

To navigate this fragmented emotional landscape, brands should offer supportive, stress-relieving reassurance to overwhelmed younger consumers and females, while countering male scepticism with direct transparency and appealing to the grounded optimism of older demographics.

Conversation Starters

OUTLOOK ON THE YEAR AHEAD

of Nine's audience is feeling cautious about the year ahead

Caution is on the rise with consumers navigating a mix of optimism and uncertainty

44% of Nine’s audience is feeling cautious about the year ahead and in line with sentiment, optimism has seen a decrease month on month (5 percentage points), with a shift towards a mix of both optimistic and cautious. Optimism has seen a large drop among younger audiences to 24%, while those 45+ have remained stable at 19%. A cautious sentiment stems from concerns regarding the economy, their personal finances and political factors. Those feeling a mix acknowledged that their optimistic outlook is anchored to personal circumstances (friends, family, work etc.), while their caution is driven by external uncontrollable forces such as cost of living pressures and political instability. 

Audience’s top concern is rising prices for essentials like groceries, fuel and utilities, which has seen a 14 percentage point increase month on month (now at 67%). This is followed closely by increasing political polarisation, and global conflicts affecting fuel prices, and national security. In comparison to 45+, younger audiences are more concerned about high rent, rising mortgage interest rates or the ability to buy a home.

Cost of living

Australians are becoming increasingly concerned

2 in 5 of Nine’s audience are feeling financially comfortable, which is a drop from last quarter (15 percentage points) and a drop from this time last year (16 percentage points). When it comes to their personal finances 38% feel like they are “just managing” and 21% are “feeling the pressure”, with both seeing an increase from 6 months ago, suggesting that cost of living has become an increasing concern. 

The top factors affecting audiences have remained consistent with the rising cost of groceries (74%) taking the top spot, followed by rising cost of insurance premiums (68%) and rising cost of utilities (67%). The majority also feel that these concerns are going to persist for the next 3 months. 

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

QUALITY

of Nine's audience agree that they are willing to pau more for quality and a superior product

While consumers are looking at cutting back, quality is seen as essential 

This quarter has seen a 7 percentage point increase in those who are planning to cut back on spending (now at 69%) reinforcing that concerns over cost of living pressures have continued to increase. Consumers have already started reducing their spending on non-essential items, particularly dining out and apparel. However, spending on essentials such as the internet, insurance products, petrol and utilities will not change for over 50%.

But, while cost of living has influenced how the majority of consumers spend their money, 79% agree that they are willing to pay more for quality and a superior product, highlighting that even with economic pressure value is more of a priority over low prices.

BRAND CONSIDERATION

Brands should pivot away from competing solely on low prices and instead emphasize superior product quality and long-term value to win over discerning consumers.

Woman checking her monthly expenses and statements at home

COST OF LIVING

of those under 45 rank education and furniture as "must haves"

Cost of living is having a widespread effect and reshaping spending habits  

Reduction on spending is consistent across ages highlighting that cost of living is having a widespread impact. However, older audiences show a lower willingness to be savvy by switching to cheaper products. While, younger audiences over-index in already having reduced spending on international or domestic holidays. However, the different life stages of Nine’s audience drives their different priorities, with 1 in 4 of those under 45 ranking education and furniture as a “must haves”.

Additionally, females show a higher concern over spending with 74% cutting back in comparison to 64% of males. In terms of cost cutting, females have reduced their spending on apparel while males are focused on investments and luxury items. Despite these differences in spending, all agree that quality of a product is important and are willing to spend more for it. 

Happy Latin American man shopping at a clothing store with the help of a retail clerk and receiving a bag

BRAND CONSIDERATION

As cost-of-living pressures prompt demographic-specific spending cutbacks, brands should tailor their value propositions to distinct life-stage priorities while consistently emphasizing product quality to justify price points across all audiences.

QUALITY

of Nine's audience view music or TV subscriptions as high value entertainment staples

Subscriptions value varies by age with news a must for older audiences and males, while entertainment drives younger engagement  

25% of older audiences and 27% of males perceive a news subscription as a “must have”, highlighting that quality journalism remains a key staple and retains its value among these high interest demographics. Even though some younger audiences have already cut back their spending on subscription services, nearly 1 in 3 view music or TV subscriptions as high value entertainment staples that they won’t relinquish.

BRAND CONSIDERATION

As consumers prioritize non-negotiable media habits, brands should align their channel strategies accordingly by leveraging trusted news environments to reach older male demographics while utilizing essential entertainment platforms to connect with younger audiences.

Woman at home holding the remote control while watching a travel channel on the TV - streaming service concepts
August 2026 Data
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Consumer Pulse August 2026

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WHAT'S HOT AND WHAT'S NOT

August 2026

While the national mood remains predominately negative, net negative emotions have seen a dip while net positive emotions have increased. Anxious, Calm, Relaxed, Frustrated and Stressed are the top feelings this month, followed by Hopeful and Safe. In line with the range of conflicting emotions, Nine’s audience is feeling both cautious and optimistic, however this varies with age. Nine’s audience is showing slightly more caution around spending, however 73% are still considering a major purchase in the coming year, with health-related purchases, domestic holidays and apparel the priority. Audience’s cautious spending is reflected in the increase of those paying for an ad-supported streaming service tier. However, Father’s Day still sees spending on gifts as well as meals either at home or out at a restaurant.

Little girl greeting her arabic dad with Fathers Day, holding gift behing back. Female child making surpsise to daddy at home, hiding present box, congratulating with holiday, selective focus

7 August - 10 August, 2026

Inside this month’s Consumer Pulse dip

Young happy relaxed Latin woman enjoying quiet moments at home with cup of tea or coffee, smiling female holding mug with hot drink resting on sofa in living room and dreaming, relaxing of everything

Mood of the Nation >

Five business professionals sitting around table in modern office discussing with digital devices

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood continues to be dominated by a negative sentiment, however NET negative has seen a slight decrease from last month, while, the NET positive sentiment has continued to increase. This change reflects a stabilisation in the global unrest as well as Australians becoming more accustomed with the current state of the world.

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

Dominant mood indicators

Departing from the negative sentiment dominance of the past few months, the list of emotions shows a variety of both positive and negative, with anxious, calm and relaxed the top 3 emotions. The paradoxical emotions experienced by Australians is maintained for the remainder of the list with frustrated, stressed and hopeful ranked 4th, 5th and 6th. Safe, annoyed, pessimistic and connected follow to complete the top 10 emotions.

This dichotomy in emotions reinforces how consumers have adapted to the current landscape and while they recognise the stresses, they also show resilience. 

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

NATIONAL MOOD BREAKDOWN

of the under 45 age group feel safe and connected

While emotional variety is present across all segments, the top emotions differ notably across demographics, particularly age groups. This month, 1 in 2 of those under 45 feel safe and connected, which is higher than older audiences. For those over 45, anxious and calm rank as the top emotions, with the third ranked emotion of pessimism higher for this group in comparison to younger Australians. There are some variations in sentiment across gender, with females' top emotion being anxious, while males primarily feel frustrated. Females are also more likely to feel overwhelmed, with it ranking 7th and significantly higher than males. 

Side view young woman looking away at window sitting on couch at home. Frustrated confused female feels unhappy problem in personal life quarrel break up with boyfriend or unexpected pregnancy concept

BRAND CONSIDERATION

To effectively navigate these contrasting emotional profiles, brands should tap into the strong sense of connection among younger audiences while delivering reassuring, low-pressure messaging for anxious female and older consumers, alongside direct, friction-free solutions to alleviate male frustration.

Conversation Starters

OUTLOOK ON THE YEAR AHEAD

of Nine's audience are concerned by increased political polarisation

Financial and personal security drives optimism however global instability contributes to caution 

Nine’s audience is still feeling predominantly cautious about the year ahead, however optimism has seen a slight increase (4 percentage points). Optimism has particularly seen an upward trend among younger audiences, while contrastingly those over 45 have seen a shift towards a more cautious outlook (8 percentage point increase). This indicates a divergence in consumer sentiment driven by life stage, with younger audiences feeling hopeful, while older audiences remain careful. Optimism is centered on personal factors with this outlook stemming from financial security, strong relationships with family and friends, and an inherently positive disposition.

Concerns remain due to global and economic instability. Across all age groups, Nine’s audience are particularly concerned by increased political polarisation, which has seen a 10 percentage point increase from last month (now at 76%). Other concerns include global conflicts affecting fuel prices, and national security (63%), as well as rising prices for essentials, however this has dropped by 9 percentage points month on month. For those over 45 and females, global conflicts are a more significant concern. Additionally, males are feeling more secure in their jobs in comparison to last month, with concerns about loss of employment dropping 7 percentage points.

Mid adult Japanese businesswoman female sitting in the modern office and looking at the paper document, tax report and pie charts

BRAND CONSIDERATION

To navigate this life-stage divide, brands should leverage younger audiences' personal optimism with hopeful, connection-led messaging while offering reassuring stability and unifying experiences for older consumers facing macro uncertainties.

Purchase Consideration

Consumers spending is shifting towards health and property.

Across all of Nine’s audience, there is caution around spending with a 10 percentage point increase from last year in those not considering any major purchase, however despite this, 73% are still considering at least one big-ticket item. The top purchase being considered is health related (23%), which is driven by older Australians, followed by a domestic holiday (20%) and apparel (19%). This suggests that health and well-being are priority areas for consumers this month.

Compared to this time last year, Nine’s audience is also placing a higher priority on home and lifestyle, with increased consideration for home improvements and property investments, suggesting consumers are looking to take advantage of the current property market trends. Those under 45 in particular are looking to break into the property market. The caution around spending is seen in the 14 percentage point decrease in those considering an international holiday, however this is lower among males. In addition, males show high consideration in investments.

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

STREAMING

of Nine's audience consider an ad-supported subscription to save money on entertainment

Consumers are focused on value driven viewing, with an increase in ad-supported streaming

Among Nine's audience, 3 in 4 subscribe to at least one paid streaming service. Ad-supported streaming subscriptions have risen 12 percentage points from this time last year to 55%, with particularly high uptake for those over 45. This suggests that consumers are becoming increasingly comfortable managing costs of content through ad exposure.

Those who subscribe or are considering an ad-supported subscription cited the primary motivations saving money on entertainment (37%) and combating subscription price rises (34%). The primary reason for subscribing and consideration varies slightly for younger audiences, with 44% saying they are trying to get more value due to rising cost of living pressures (44%). Ad-support subscriptions as a way to trial a new service (40%) is the secondary reason among this group. 

BRAND CONSIDERATION

As consumers increasingly embrace ad-supported streaming to offset rising living costs, brands should capitalise on these high-uptake environments by delivering value-focused messaging to cost-conscious older viewers and low-barrier entry points for trial-seeking younger audiences.

Back view of happy parents talking to their kids while watching TV on sofa in the living room.

FATHER'S DAY

of Nine's audience find it difficult to buy a Father's Day gift.

Father’s Day celebrations include gifts and meals, however consumers are utilising online gift inspiration

1 in 2 celebrate father’s day for a variety of relatives, partners and friends. Celebrations include buying gifts (40%), as well as having a meal together either home cooked (36%) or at a restaurant (30%). When looking for gifts some are well organised, starting to think about it a month before (35%), however others prefer to leave it closer to the day, beginning to look a week before (32%). However, finding the perfect gift can be difficult with 44% finding it hard to buy Father’s Day gifts. As a result when buying for their Father figure or partner, 36% - 41% look for some inspiration on the internet, particularly younger audiences.

Son and his father on the father's day

BRAND CONSIDERATION

To alleviate gift-buying friction across broad Father's Day celebrations, brands should target both early planners and last-minute shoppers with easily discoverable online inspiration, curated gift guides, and shared dining experiences.

July 2026 Data
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