Consumer Pulse Sport April 2024

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

BROOKLYN, NEW YORK - NOVEMBER 7: Crowds cheer on the runners in the New York City 50th Marathon on November 7, 2021 in Brooklyn, New York. (Photo by Andrew Lichtenstein/Corbis via Getty Images)

Consumer Insights >

CONVERSATION STARTERS >

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	%
Entertained	66
Connected	43
Excited	37
Relaxed	31
Passionate	23
Hopeful	17
Optimistic	15
Calm	13
Encouraged	13
Frustrated	12

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)

GET IN TOUCH

Want to know more?

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

March Data

Explore More

9Network: BIGGER than ever

The 9Network is BIGGER than ever

When Australians unite around content, they turn to us - home of the most engaging entertainment, trustworthy news and biggest live events. With the greatest share of audience across all screens and a content slate of Olympic measure still to come in 2024, there’s no place like the 9Network to harness the power of impactful television.

Capturing the hearts and minds of Aussies wherever they choose to engage

Year to date 2024:

The 9Network has once again asserted its dominance as the most watched network in the five major capital cities, across all key advertising demographics and Total People.

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

Total Television
Weekly Viewers

BVOD Weekly Viewers
_

BVOD Audience Growth
Year-on-Year

Metro Linear TV Comm Share All Key Demos

+

BVOD Comm Share All Key Demos

BVOD Average Monthly Reach
Year-on-Year

Source: Share: TVMAP VOZ Analyzer, VOZ Data 5.0 © OzTAM Pty Limited [2023], BVOD National Only, TV Metro Only, Nine Content, Seven Content, Ten Content, BVOD Share CYTD 1/01/2024 - 13/04/2024, Broadcast TV Share SYTD 18:00-MN, Average Audience, Total People, 25-54, 16-39, GS18+, Total BVOD, Total Broadcast, When Watched. Reach: TVMAP VOZ Analyzer, VOZ Data 5.0 © OzTAM Pty Limited [2023], Total TV, Nine Content, 1/01/2024 - 13/04/2024 v 1/01/2023 - 15/04/2023, Cume Reach (000s), Average Audience (000s), Total People, 25-54, 16-39, GS18+, Total BVOD, Total Broadcast, When Watched.

The most engaging entertainment, trustworthy news and biggest live events

Total TV Reach
Weeks 1-2

Total TV
Audience Growth
Year-on-Year

Total TV Reach
Season 1

Total TV
Average Audience

Total TV Reach
Season 10

Total TV
Average Audience
Each Episode

Streaming Audience
Year-on-Year

Total TV Reach
Year to Date

Total TV
Audience Growth
Year-on-Year

Total TV Reach
Year to Date

Total TV
Audience Growth
Year-on-Year

Source: TV MAP VOZ Analyser & VOZ Ranking Report, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, 01/01/2024 - 15/04/2024 v 01/01/2023 - 17/04/2023, Network Nine & Affiliates, Total TV, TV, BVOD, Cumulative Reach and Average Audience, based on Matching 'Today,' M-F only, 'Food Stars,' '9News' including Saturday and Sunday, Married at First Sight Season 11 v Season 10 (consolidated 7 – excludes encores) & 2024 Australian Open v 2023 Australian Open, When Watched Basis.

Create deep connections with the audiences you need to reach

Television is a powerful medium with a unique ability to captivate audiences, creating shared experiences that truly bring people together. And across the 9Network, we can extend your message beyond traditional TV screens to connected devices, reaching viewers wherever they are.

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

Television will make your brand famous

Explore how we've helped our partners realise their BIG ideas for even BIGGER impact

Explore

A supercharged slate is still to come

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

In entertainment, LEGO® Masters has returned with more creativity than ever before, in Gordon Ramsays Food Stars, mouth-watering challenges are keeping Aussies hooked. Up next, sizzling locations on The Summit and Love Island UK on 9Now are set to captivate viewers like never before.

In sport, the NRL has kicked off with a bang, with Aussies gearing up for the Ampol State of Origin series. All eyes and ears will be on Paris this year, with the Olympic and Paralympic Games set to create a cultural movement.

Explore

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

Consumer Pulse April 2024

WHAT'S HOT AND WHAT'S NOT

April 2024

The national mood has improved this month and Australians are primarily valuing their health. Distribution of media time, the popularity of radio and consumer spending habits are all fuelling opinions and conversations this month.

4-8 April, 2024

Inside this month’s Consumer Pulse dip

A content male surfer in a wetsuit sits at the water's edge, basking in the sunlight with a pleased smile after an exhilarating surf session

Mood of the Nation >

A young group of friends are helping themselves to freshly prepared food at a summer evening Barbecue.

AUSTRALIAN VALUES >

Group of friends, enjoying wine on the patio, sunny evening light.

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood has recovered after a dip in March 2024, back to a higher net positive mood. Australians are feeling more encouraged and relaxed in the current times while remaining calm and hopeful of what is ahead. Overall, net positive emotions are ahead of negative emotions.

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

Dominant mood indicators

The top ten dominant moods are a mix of both positive and negative emotions. The top 4 feelings are all positive, with feelings of relaxed, calm, hope and optimism topping the list this month. Feelings of being anxious, frustrated and stressed are the 5th to 7th most dominant moods this month.

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

Australian values

Health, Enjoyment and Family Security

Nine audiences value their health primarily. The top three values continue to be led by health, enjoying life, and family security compared to six months ago. Wishes for a world at peace saw a large increase compared to 6 months ago, while there were drops in Nine’s audience looking for true friendship.

October 2023 saw large pushes for equality and social justice, however, in April 2024, values in these areas returned to that of April 2023.

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

Conversation starters

Media Time

Of Nine's audience have watched free-to-air TV in the past month

Nine’s audience spend the largest amount of their media time with free-to-air TV and online news sources.

1 in 5 of Nine’s audience noted free-to-air TV as the media they spent the most time with in April 2024, with 4 in 5 audience having watched free-to-air TV in the past month.

The next media that Nine’s audience spent the most time with was online news sources, with 3 in 5 noting this in their top 5 media in terms of time spent.

Cheerful parents and their kids having fun while watching a movie on sofa in the living room.

BRAND CONSIDERATION

Position your brand within the TV and online news source mediums to maximise exposure and reach. By aligning your message with the content consumed by the majority, you can effectively capture their attention and reinforce brand recognition

Radio Ranking

Of the over-55s in Nine’s audience note that talk radio is in the top 5 consumed media in the past month

Radio still ranks highly in consumed media among Nine’s audience over the age of 55.

When it comes to Nine’s audience over the age of 55, we see that radio still ranks highly in the media consumed on a regular basis. 1 in 3 of the over-55s in Nine’s audience note that talk radio is in the top 5 consumed media in the past month, while a similar figure is seen among music radio stations (31% of Nine’s audience).

BRAND CONSIDERATION

As radio remains a significant medium among Nine's audience over 55, crafting brand messages that resonate with the preferences and interests of this audience segment can enhance brand visibility and engagement

Explore our radio brands

Photo of a senior turning on his car radio while driving

spending HABITS

Believes money brings them security

Nine’s audience like to save then spend.

Half of Nine’s audience recognise the benefits of financial freedom (living debt free), with 2 in 5 also believing that money helps to bring them security.

1 in 4 of Nine’s audience when asked about their relationship with money noted they like to save up and then have the freedom to give into spending impulses. This increases to 46% for the under-35 age group.

Senior couple using laptop and paying bills at home

BRAND CONSIDERATION

Encourage financial responsibility and empowerment by promoting saving for future security. Aligning with your audience values of saving and financial freedom can build trust and loyalty for you brand

March Data

Explore Hub

GET IN TOUCH

Want to know more?

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

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

Explore our brands

‘Bring on Paris 2024’: The changes that will make this Olympics different to anything you’ve ever experienced

Mike Sneesby, Nine CEO

Just over 12 months ago we announced that Nine would be Australia's home of the Olympic Games for the next decade.

Major sporting events have become an increasingly important part of the programming line-up for a media company and they don't get bigger than the Olympics, so this deal was huge for Nine.

That's a huge challenge but it's one that we're 100 per cent committed to and I have total confidence in our team to deliver.

Keep a look out for our state-of-the-art studio right in the heart of Paris, a stone's throw from the city's most iconic landmarks. As a viewer we're going to take you on a journey with our athletes, with unprecedented behind-the-scenes access. But you'll also get a better sense than ever for the remarkable athletic feats that are being achieved in front of your eyes, with augmented reality used in our studio analysis to put you in the pool with Ariarne Titmus or on the field with Mary Fowler and our Matildas.

When we first travelled to Switzerland to meet with the IOC, we wanted to demonstrate that the DNA of the Olympics still ran strongly through the Nine business. The last time Nine had hosted the broadcast of an Olympics was in London 2012 and one of the faces on your TV for that Games was Karl Stefanovic (he'll tell you he was the face), so of course we had to bring Karl along. For that first meeting with the IOC, we spoke about how Nine had evolved as a business, from what was a traditional network broadcaster to the breadth of streaming and digital assets that we are today.

During that trip we got to understand, and I personally got to understand, a lot more about the Olympic movement - the IOC has played such an important role in uniting the world, particularly in times of difficulty and political or civil unrest. The role that the IOC plays really aligns with Nine's purpose, 'Australia Belongs Here'.

Two years have passed since we got together in Switzerland and Nine's bond with the IOC has grown ever stronger.

After finalising the deal last January, time has moved quickly. Eighteen months isn't much of a runway to put together a major Olympics broadcast like Paris, so we've had to put our heads down and get to work.

Technology has evolved so greatly since Nine last hosted the Olympics in 2012, so for us to get prepared to broadcast the Games on every platform in such a short timeframe has been an enormous piece of work.

Australia will experience Paris 2024 like no Olympic Games has ever been experienced. Of course you will see it on linear broadcast TV, but complementing that will be up to 40 dedicated channels on 9Now, which also features a catch-up service allowing you to relive what happened overnight.

It's an incredible privilege to be able to bring you the Games in that way but it also means there are far more moving pieces than an Olympics broadcaster has ever had to deal with before, so even now there's a lot of work to be done.

That being said, the team at Nine has absolutely embraced the challenge. It makes me proud to watch the entire team come together, to see the mock ups of how it's going to look in the studio and the user experience we're bringing to life. With 100 days to go until the curtain is raised on the Paris 2024 Olympic Games what we've done together is incredible.

Australia hasn't yet seen an Olympic Games in the modern media era. In recent years the evolution of technology and streaming have really taken off. Past Olympic Games have been experienced primarily on broadcast television, so if you didn't watch it live, it was gone. Maybe there was a replay of the major medal events involving the Aussies but generally speaking it was linear broadcast and there was no means of being able to consume it in any other way.

What excites me about these Games is the way in which Australians will be able to access them has just exploded. You'll still be able to watch the Games the same way you always have but we're giving you so much more on top of that as well. Complementing the experience we'll deliver on Nine and 9Now, Stan will have an ad free proposition which will include 4k streams where they're delivered out from the IOC.

We'll live stream onto our publishing platforms as well as Nine.com.au and have our journalists covering the Olympics around the clock. We'll have a dedicated digital radio channel available which will also be covering the Games alongside coverage from our radio network.

So the ways in which Australians will be able to access this Olympics, the way they'll see technology really evolve their viewing experience, is like nothing we've seen before.

Bring on Paris 2024.

Wednesday, April 17, 2024

Nine.com.au Affiliate

NINE.COM.AU // AFFILIATE

Introduction

9ProductReviews helps the nine.com.au audience make smart shopping decisions every day. From tech to fashion, beauty to fitness, our team gives you their honest reviews to help inform your next purchase and save you money.

NINE.COM.AU // AFFILIATE

Introduction

We launched 9ProductReviews with the aim of helping consumers make smart shopping decisions every day. With audience and revenue growing everyday, we are now launching phase two of our affiliate marketing plan, as we expand across our popular lifestyle vertical, 9Honey.

NINE.COM.AU AUDIENCE //

The Numbers

The nine.com.au audience come to be informed, and stay to be entertained. They are highly engaged across all verticals, from sport to lifestyle.

GENDER

Male48%

Female52%

Monthly audience

Page views

Average time spent on page

AUDIENCE DEMOGRAPHIC

Source: Ipsos iris Online Audience Measurement Service April 2026, Age 14+, PC/laptop/smartphone/tablet, Text only, Brand Group, News Tier 1 Category, Audience (000s), Audience %, Avg Mins PP, Page Views (000s).

Find out more about brand opportunities on:

Find out more about brand opportunities on:

Talk to us today

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

TODAY: Your Way

TODAY, your way

TODAY is more than just a breakfast show. We are a family to our viewers, bringing Australians all the latest in sport, entertainment, weather, finance, breaking news and more, seven days a week. We are a trusted voice, a place to laugh, and a safe space to guide our viewers through challenging times.

The TODAY EXTRA team covers everything from entertainment, celebrity interviews and news to practical lifestyle content such as fashion, beauty, parenting and relationships, health and nutrition. Hosted by David Campbell and Sylvia Jeffreys, airing nationally Monday to Friday 9.00am-11.30am and Saturday 10.00am-12.00pm.

The TODAY Weekend team bring you the latest in news, weather, current affairs, sports, politics, entertainment, fashion, health and lifestyle. It goes to air nationally on Saturday and Sunday from 7.00am to 10.00am, hosted by two of Australia’s most respected journalists, Clint Stanaway and Sophie Walsh.

Check out how we've helped brands realised their big ideas by connecting with Australian communities far and wide

57% Female
43% Male

61% are main Grocery Buyers

40% of TODAY viewers are working professionals

People 18-59 make up 50% of the TODAY Show audience

Source: OzTam ( 5 City Metro) Nine Primary, 12/02/2023 - 16/04/2023, 01/04/2023 - 02/12/2023, Today, Profile, Reach, Total People, Consolidated 7.

Our morning TV audience is growing across all screens

2.2M

Weekly Total TV reach

+25%

Year-on-year
BVOD average audience growth

+90%

Of viewers are in the Eastern Seaboard

+308K

Total TV average audience per episode

+87%

Of minutes viewed was via a Connected TV in 2023

Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], National, Metro 5 Cities, Regional (Incl WA + RoA), Sydney, Melbourne, Brisbane, Adelaide, Perth, Queensland, Northern NSW, Southern NSW, Victoria, Tasmania, Regional WA, Nine Content, 12/02/2023 - 01/04/2023, 16/04/2023 - 02/12/2023, Cumulative Reach, Today, Today Season 2023, Total People, P 18-39, P 25-54, P 55+, GS 18+, Total TV, Consolidated 7. OzTam (5 City Metro + Regional Combined Panel) Nine Primary, 12/02/2023 - 16/04/2023, 01/04/2023 - 02/12/2023, Today, Total People, P 18-39, P 25-54, P 55+, GS 18+ w CH, Average Audience, Consolidated 7. OzTAM LIVE VPM, Today, 12/02/2023 - 16/04/2023, 01/04/2023 - 02/12/2023, includes co-viewing on connected TV devices.

Today delivers information
your way

"As Australians morning routines evolve...TODAY welcomes people into their living rooms, joins them on their commute and entertains them on their phones long after the program is over."

Alexander Needs
Director - Partnerships & Strategy
News & Current Affairs

A powerful ecosystem

Reaching Aussies no matter
where they choose to engage

TODAY is building a community on social media

Adult couple man and woman husband wife have a cup of coffee use mobile phone search internet social network happy smile

Followers

2.5M followers

61% female vs 39% male

Majority of audience 25-44

Avg. 18.7M
video views per month

Avg. 870K
engagements per month

Followers

74% female vs 26% male

Majority of followers 35-54

13% audience from Sydney and 11% Melbourne

Avg. 3.2M
video views per month

Avg. 233K
engagements per month

Followers

our fastest growing online community

53% female and 47% male

Largest demographic is 18-24 (33%) followed closely by 25-34 y.os (26%)

Avg. 3.9M
video views per month

Source: Meta Business Suite and TikTok Business Suite (Feb 2024)

Today x Shell’s Way

Teaming up with Australia’s top Breakfast show was the ultimate way for Shell to connect with their target audience of everyday Australians always on the move.

This partnership with TODAY ensured year-round brand visibility with the consumers they wanted to reach.

Today x Chery Motor's Way

Chery Motors strategically leveraged Australia's TODAY show for the OMODA 5 launch, featuring a high-stakes stunt where six contestants fought to keep their hand on the car, with the winner securing a brand-new OMODA 5.

Our market leading experts lead the way, across all categories

Drive your brand forward with Nine's Traffic Network

Experience the all-new Nine's Traffic Network: a premium upgrade to your morning routine. Recently revamped with a sleek new look and feel, our traffic reports seamlessly blend into TODAY Show and TODAY Extra, offering valuable and timely information to an engaged audience.

Trusted by Aussies for over 60 years, Nine remains committed to delivering reliable information at scale. Brands can align with this premium service via a host live read and visual on screen, ensuring their message reaches engaged audiences during their morning commute. With multiple updates each weekday covering Sydney, Melbourne, Brisbane and Perth, Nine's Traffic Network keeps Australians informed and prepared for the day ahead.

Don't miss the opportunity to elevate your brand with the credibility and style of Nine's all-new Traffic Network.

Amplify your brand story by aligning with TODAY

The TODAY Show loves to engage directly with viewers through fun and exciting consumer promotions. With the cost of living placing pressure on households all over Australia, put your brand front and centre by giving back to Aussies through a TODAY Consumer Promotion.

The TODAY weather host broadcasts live from different events and locations around Australia and abroad, and across the morning showcases these for our viewers. This is the perfect opportunity for brands with an event, activation or special location to showcase.

Align your brand to TODAY’S most popular regular segments: Weather, Sport, Entertainment, Your Money, Tech, Property and more.

Integrate your brand within a Sponsored Editorial Segment. TODAY creates tailored integration opportunities to meet brand objectives and align with campaign goals. The best opportunities exist when aligning to contextual news or calendar events.

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

Request more information - GENERIC

State of the Nation – Retail

Nine’s thought leadership and insights series, State of the Nation, dissects the state of play across key categories challenging marketers right now. For this first look at the Retail sector, we delve deeper into the now, new and next of for Retail, shining a spotlight on the challenges and opportunities moving forward.

Of the

who have switched to a different brand, price was cited as the deciding factor for more than half.

With

Australians selecting price as the #1 factor of 27 that determine their choice of retailer.

But range, convenience and quality experience also come into play. 

Source: Fifth Dimension’s Bespoke Survey. The Australian Retail Report 2023 - Shopify

Whilst price is ranked as the number one influence on people's purchasing decisions, Australian consumers fired clear warning shots about how strongly they feel about the quality of experience.

To learn more, request the full presentation

Post-pandemic, we know consumers are shopping online more than three years ago. And by 2024, spending in e-commerce is expected to reach over $32 billion in Australia.

Returned inventory creates 44 million tons of landfill each year. As financial burden to retailers mounts up, solutions like made-to-order manufacturing, AR clothing try-ones, and smarter demand forecasting are reducing excess inventory.

Free returns

Better security

Using data responsibly

And more...

Source: Sydney Morning Herald, 22 March. The Drum, March 2023. Wunderman Thompson Future Shopper Report 2023

Social media has played a critical role in the compression of the traditional marketing funnel, where the points of inspiration and purchase have converged.

“Compressed commerce” is being driven by a need for “efficiency” and “ease”.

55% of Australian online shoppers want to get from inspiration to purchase as quickly as possible

Source: Wunderman Thompson Future Shopper Report 2023

Touchpoints are proliferating, and in some cases converging.

Consumers are constantly using both physical and digital channels in combination.

of consumers research their purchases online before they buy them in-store.

Source: Wunderman Thompson Future Shopper Report 2023

Only 27% of Australian retailers are prioritising omnichannel data integration, and only 14% are investing in an omnichannel strategy.

More than 1 in 2 Australians want a seamless experience across all channels.

This increases to 63% for Generation X, Y and Z Australians.

Source: Nine’s Bespoke Survey via Idea Exchange

The percentage of Australian consumers who are ‘happy to spend more on sustainable goods’ has dropped 7 percentage points in the past 18 months.

Increasingly, Australians are being forced to weigh up the costs to the planet with the cost of living.

“I’m happy to spend more on goods that are sustainable”

Source: Nine’s Consumer Pulse

The complex purchasing journey means retailers have to work harder than ever to acquire and retain customers.

Of the 46% of Australians who have tried a different brand, 86% intend to continue with that brand.

9 out of 10 Australians participate in one or multiple loyalty programs.

Source: Shoppify

Keep it clear.

of global consumers think brands should be transparent about their commitments and promises.

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

Consumer Pulse Sport March 2024

WHAT'S HOT AND WHAT'S NOT

March 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.

15-18 March, 2024

Inside this month’s Consumer Pulse - Sport dip

Group of sportswomen with their eyes closed doing relaxation exercises while practicing Pilates in health club. Focus is on African American woman.

Consumer Insights >

Multiracial friends having fun and laughing drinking coffee in coffeehouse, diverse young people talking joking sitting together at cafe table, multi ethnic millennials spending time in coffee shop

CONVERSATION STARTERS >

15-18 March, 2024

Consumer Insights

Top of mind sports/ sporting events taking place in the next four weeks

When we asked our Nine audiences if they are aware of any sports or sporting events taking place in the next four weeks, AFL, NRL and the Australian Formula 1 Grand Prix in Melbourne were top of mind. Awareness was widespread across people of all ages.

Start of F1 Bahrain Grand Prix of 2023 Formula One World Championship at Bahrain International Circuit on March 5, 2023 in Sakhir, Bahrain. (Photo by Beata Zawrzel/NurPhoto via Getty Images)

CANBERRA, AUSTRALIA - MARCH 31: Jaeman Salmon of the Panthers celebrates with his team mates after scoring a try during the round five NRL match between Canberra Raiders and Parramatta Eels at GIO Stadium on March 31, 2023 in Canberra, Australia. (Photo by Mark Kolbe/Getty Images)

Sports or sporting events Nine audiences are most excited about

Along with widespread awareness, excitement levels were equally high for the AFL, NRL and Formula 1 Grand Prix. Other top mentions include Super Rugby, A-League, Cricket, and the US Masters Golf Tournament. There were no notable differences in age cohorts although overall, men were more likely to be excited about any sport or sporting event.

Conversation Starters

Sports fandom

This month we explored

When we asked our Nine audiences if they are a fan of any sport from a complete list of sporting codes, we found that more than 6 in 10 admit to being fans of the AFL, Tennis, and men’s Cricket. However, the degree of fandom for each code varies, with around one-third claiming to be “avid” fans of the AFL whilst Tennis and Cricket have more of a “casual” fanbase.

Additionally, we observed variations across age and gender cohorts. People aged 45 and over are significantly more likely to be avid fans of the AFL and Cricket, while those under 45 are more likely to be casual fans of the AFL and “not at all” fans of Cricket. International sporting codes such as the NBA, Major League Baseball and Major League Soccer have a relatively niche following, although their popularity skews with people under 45.

Finally, men are significantly more likely to be fans of the AFL, NRL, Cricket, and Formula 1, whilst Tennis attracts both men and women equally.

Admit to being fans of the AFL, Tennis, and men’s Cricket

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

Rugby fans cheering at stadium. Generative AI

Brand Considerations

Invest in understanding your audience and where your brand message resonates, ensuring you are targeting the consumer attributes that best align with your marketing goals.

Sports fandom drivers

Is the top reason for sports fandom

Those who have been fans since childhood, are more likely to be avid fans

Unsurprisingly, the top reason for sports fandom is a fundamental love of the game. Fans surveyed also spontaneously cited being a fan because they feel it’s a good representation of their life and lifestyle (for example, supporting Australian sports, supporting their home state team or local team).

Those who find a sport personally enjoyable and entertaining or who are fans of players/ athletes are more likely to be casual fans, while those who have an appreciation for the sport due to participation, as well as those who feel nostalgic towards a sport and have been fans since childhood, are more likely to be avid fans.

BRAND CONSIDERATIONS

Sports fandom is built on emotional connection. Powerful advertising creative that is relevant, captivating and taps into the emotional psyche of the the audience will reap the rewards.

SYDNEY, AUSTRALIA - MARCH 23: Fans show support during the 2024 Suncorp Team Girls Cup match between NSW Swifts and Melbourne Mavericks at Ken Rosewall Arena on March 23, 2024 in Sydney, Australia. (Photo by Jenny Evans/Getty Images for Netball Australia)

Source: Nine’s Consumer Pulse - Sports Edition, March 2024 (n=2,587)

Multiple touchpoints

Engage with sports they are fans of through multiple touchpoints

The majority of Nine's audience are expressing their fandom through multiple touchpoints.

Of all the ways our Nine audiences engage with sports or athletes, watching games/matches on TV is the most common (85%). But only 1 in 10 are engaging with sports via one touchpoint. The majority (81%) are expressing their fandom through multiple touchpoints.

Aside from watching on TV, 55% are keeping up to date with the latest news via news publications and close to 1 in 2 are watching highlight reels and/or attending games/matches in person.

People under the age of 45 are significantly more likely to be checking or posting to social media in relation to games and/or following sporting teams, athletes, or sporting personalities on social media.

Night at Home: Three Soccer Fans Sitting on a Couch Watch Game on TV, Use Smartphone App to Online Bet, Celebrate Victory when Sports Team Wins. Friends Cheer Eat Snacks, Watch Football Play.

BRAND Considerations

Investing in a cross-platform approach to your marketing strategy will drive stronger reach and impact for your brand.

Brands and fandom

Of Nine’s audiences are more likely to trial or purchase a product if that brand is a sponsor of their favourite sporting team

Brands and Fandom

One in 5 of Nine’s audiences are more likely to trial or purchase a product if that brand is a sponsor of their favourite sporting team (higher among under-45s) and 1 in 6 are more likely to trust a company that sponsors their favourite sporting team.

BRAND CONSIDERATIONS

Consider sponsoring a sporting team that aligns with your brand identity and core values. The authentic connection will resonate with consumers and build brand trust.

BANGKOK - November 13, 2022: Young boy footballer wearing Nike football booths in green. He is standing as a goal keeper, goalie, for his team in a youth soccer tournament.

Source: Nine’s Consumer Pulse - Sports Edition, March 2024 (n=2,587)

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Want to know more?

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

February Data

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Nine’s Q1 Ratings 2024

9Network enjoys
best ever start to the year

Television viewing on the 9Network in 2024 has seen significant growth. The number of people watching our big brands has increased across breakfast, afternoons and primetime, while BVOD numbers are soaring to record highs.

This audience surge has given the 9Network its best ever start to the year with all key demographics and Total People.

9Network grows audience across
breakfast, afternoons and primetime

Australia's biggest show just got bigger, with Married at First Sight growing the number of people watching by 3.1% year-on-year to record a Total TV audience of 2.074 million. Meanwhile its BVOD audience on 9Now stands at 714,000 viewers per episode, up an incredible 16.2% on last year. National Cumulative Reach stands at an extraordinary 12.141 million viewers.

Australia's new favourite afternoon game show Tipping Point has redefined the 5pm timeslot, growing the audience 47.8% year-on-year for a National Total TV audience of 601,000 and a National Cumulative Reach of 7.022 million.

That audience has cascaded into our national news audiences with 7.6% more people watching 9News year-on-year (National Total TV audience 1.036 million) including an incredible increase in viewers on 9Now of 63.2% since last year (National BVOD audience 63,000 per episode).

The number of Australians watching our other key shows has followed suit with significant growth year-on-year for A Current Affair (up 6.5%), Today (up 5.7%) and The Hundred with Andy Lee (up 13.8%).

And with 12.9 million viewers tuning into Nine's coverage of the Australian Open, sports fans are in for a treat when Paris 2024 airs later this year.

200722_Nine_Executives_Michael_Healy_0736

Michael Healy, Nine’s Director of Television, said: "These results vindicate the commitment from the team at Nine and our partners to deliver content Australians want to watch in greater numbers. Married at First Sight is more than a television program. With more than two million Australians watching every episode, it is a cultural phenomenon. We're also blown away by the performance of Tipping Point, which has boosted the audience for our 5pm timeslot by almost 50%. Together with audience growth for 9News, 60 Minutes, A Current Affair, Today and The Hundred, free-to-air television is thriving.”

MARRIED AT FIRST SIGHT
National Total TV Audience of 2.074 million per episode (up 3.1% year-on-year)
National BVOD Audience of 714,000 per episode (up 16.2% year-on-year)
National Cumulative Reach of 12.141 million

9NEWS (Mon to Fri)
National Total TV Audience of 1.036 million per episode (up 7.6% year-on-year)
National BVOD Audience of 63,000 per episode (up 63.2% year-on-year)
National Cumulative Reach of 12.041 million

A CURRENT AFFAIR
National Total TV Audience of 957,000 viewers per episode (up 6.5% year-on-year)
National BVOD Audience of 64,000 per episode (up 51.2% year-on-year)
National Cumulative Reach of 10.226 million

60 MINUTES
National Total TV Audience of 893,000 per episode (up 10.2% year-on-year)
National BVOD Audience of 104,000 per episode (up 55.8% year-on-year)
National Cumulative Reach of 5.749 million

TODAY
National Total TV Audience of 316,000 viewers per episode (up 5.7% year-on-year)
National BVOD Audience of 29,000 per episode (up 38.1% year-on-year)
National Cumulative Reach of 6.625 million

TIPPING POINT AUSTRALIA
National Total TV Audience of 601,000 viewers per episode (growing the timeslot by 47.8% year-on-year)
National BVOD Audience of 36,000 per episode (growing the timeslot by 114.3% year-on-year)
National Cumulative Reach of 7.022 million

THE HUNDRED WITH ANDY LEE
National Total TV Audience of 759,000 viewers per episode (up 13.8% year-on-year)
National BVOD Audience of 79,000 per episode (up 36.2% year-on-year)
National Cumulative Reach of 4.577 million

BIG MIRACLES
National Total TV Audience of 624,000 viewers per episode
National BVOD Audience of 117,000 per episode (up 17.0% year-on-year)
National Cumulative Reach of 4.101 million

UNDER INVESTIGATION
National Total TV Audience of 641,000 viewers per episode
National BVOD Audience of 92,000 per episode (up 34.7% year-on-year)
National Cumulative Reach of 4.429 million

Broadcast Television – Free-to-air network shares
6pm to midnight – 2024 calendar year

18:00-MN	Network	Network	Network
25-54	36.4%	25.6%	17.9%
16-39	39.6%	24.1%	18.0%
GS + CH	31.7%	28.4%	13.4%
Total People	31.6%	28.1%	13.6%

Source: OzTAM VOZ 5.0 Data, When Watched, 01/01/2024-13/03/2024, Audience, 1800-MN, 5 City Metro, Broadcast TV only (excluding spill)

BVOD – commercial shares
2024 calendar year


25-54	54.5%	31.2%	14.3%
16-39	57.5%	29.1%	13.3%
GS + CH	52.3%	33.3%	14.4%
Total People	52.5%	33.4%	14.1%

Source: OzTAM VOZ 5.0 Data, When Watched, 01/01/24-13/03/24, Comm Share, 0200-2600, National, BVOD only (including spill)

Program Aud Source: OzTAM © 2023, TVMAP VOZ Ranking Report, VOZ Data 5.0, 01/01/2024 - 13/03/2024 & 01/01/2023 - 15/03/2023, National, Nine, Average AUD, Consolidated 28 as at 14/03/2024 (for 2024 program audiences), Overnight (for YoY %s), "9News" v average of "Nine News" & "Nine News 6:30", "Tipping Point Australia" v average of "Hot Seat" & "Hot Seat -5PM", "60 Minutes"

For more information

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

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

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

Consumer Pulse March 2024

WHAT'S HOT AND WHAT'S NOT

March 2024

The national mood is on the decline as Australians feel the cost of living. The desire for tertiary education, the most popular radio content, and radio listening times are all fuelling opinions and conversations this month.

Students, friends and group studying with laptop at park outdoors. Education scholarship, learning teamwork and happy people, black man and women with computer for research at university or college.

1-4 March, 2024

Inside this month’s Consumer Pulse dip

Portrait of a dreadlock braid woman sitting by the open window at the white wall. Concept of depression, loneliness, problems. Copy space for the text

Mood of the Nation >

Senior couple sitting at the kitchen table with croissant and cups of tea, looking at digital tablet and recalculating their expenses.

COST OF LIVING >

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood has declined this month with a rise in negative emotions. This change is led by increased feelings of being frustrated and sceptical as well as decreased feelings of being optimistic and encouraged.

Despite this, the top 3 emotions this month were positive ones – with feelings of being relaxed, calm and hopeful.

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

Dominant mood indicators

The top 10 dominant moods are an even mix of positive and negative emotions. Countering the top 3 emotions, which were positive, feelings of being frustrated, anxious and stressed remained high in the 4^th, 5^th and 7^th positions of most prominent emotions this month.

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

Cost of living

Cost of living: more Australian's feeling the pinch

Less than half of Nine’s audiences are feeling financially comfortable at the moment, which comes at the same time as 21% of Australians are “feeling the pressure” when it comes to their personal finances.

Most are affected by the rising cost of groceries (80%) and utilities (70%), while the rising cost in insurance premiums (66%) and general goods and services (64%) continue to affect Australians.

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

Conversation starters

EDUCATION

Of Nine's audience under the age of 45 are interested in pursuing tertiary study

4 in 5 people under the age of 45 are doing or plan to begin some type of tertiary study to help with their career. This compares to the general Nine audience, of whom 43% have plans to undertake any type of tertiary education.

Among this under-45 age group we also see that 1 in 5 are either currently studying or planning to do so in the next two years.

A young woman wearing a cap and gown, mixed race Hispanic and Caucasian. She is a university or high school graduate, smiling at the camera.

BRAND CONSIDERATION

To align your brand to the under-45 demographic, target educational and career aspirations in your marketing objectives

TRUST IN NEWS

News updates are

for radio listeners

Among Nine’s radio listening audience, news updates are the content of most interest, with 7 in 10 noting as such while music segments (59%) and interviews with industry experts (49%) are popular across all age groups and genders.

Among the under-45 age groups in Nine’s audience we see higher importance placed on interactive content such as competitions (34%) and listener call ins (39%) than with the over-45 audience.

BRAND CONSIDERATION

As 7 in 10 radio listeners value news content, align your brand message with trusted and credible sources to benefit from their loyal listeners. This can in turn have a positive halo effect for your brand

Explore our radio brands

Male radio presenter talking with his guest on radio show or podcast

LISTENING HABITS

listening in the car and at home

Among Nine’s audience we can see the most popular times to listen to talk radio are while driving in the morning (71%) and in the afternoon (64%).

However, listening to talk radio at home is still a very popular option, with listening during personal time (55%) and while doing chores (44%) still very popular among Nine’s audience.

Mature woman using car GPS navigation or changing radio music inside her car

BRAND CONSIDERATION

To ensure your brand reaches an audience at scale, consider peak times and consumption habits when aligning your media plan

February Data

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GET IN TOUCH

Want to know more?

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

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

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