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

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

Talking Media with Nine: Disruption, fragmentation and convergence – what is the Future of TV?

Episode Two

Disruption, Fragmentation and Convergence - What is the Future of TV?

CONSENT NOW KING

FAST accelerates as Nine primes 40 channels, backs VOZ Streaming to keep scale, add targeting – but consent is now king and advertisers are missing tricks

Rapidly scaling FAST channels and new buying tools mean advertisers can still build massive TV reach fast, say Nine’s Liana Dubois and Nick Young. But brands and buyers could be smarter about how they harness formats and targeting capability. On the flip side, going too narrow will ultimately crimp growth. Meanwhile, spelling out exactly how data is being used is critical.

VOZ is here

Nine Commercial Director of Digital, Nick Young, is backing the launch of the cross-network VOZ Streaming system to unlock greater scale for advertisers, while sharpening targeting and reducing wastage. Due in market this year, he urged other BVOD players to plug-in to the initiative alongside Seven, Nine and Paramount-owned Ten.

Despite accelerating fragmentation, shifts in consumption habits and linear TV moving from antennae-delivered to internet-delivered shows, Young, and Nine CMO Liana Dubois suggested advertisers can still tap massive TV audiences at speed – if they harness all the tools at their disposal.

VOZ Streaming uses the OzTAM identifier to enable advertisers to plan, buy and post-analyse reach across participating BVOD platforms. It’s designed to reduce duplication and solve cross broadcaster frequency capping challenges – i.e. hitting the same people with the same ad too many times across multiple broadcasters.

Young said VOZ has gained traction since launch, enabling marketers to “measure their investment back to campaign goals”. But he said that is just “stage one”. Total TV activation – i.e. optimising reach outcomes across broadcast & Digital TV – is the next stage.

“VOZ Streaming is a product that will enable reach and frequency-based buying across – 9Now, 7Plus & 10Play - for the moment– but we hope other providers will see the benefit and want to get involved,” he said.

“It provides a cross-broadcaster BVOD reach product and it also enables data matching for BVOD. So the combination of VOZ from a measurement and planning perspective with the streaming activation that will happen this year will enable marketers to still reach mass audiences at scale while being able to target using data.”

Hitting FAST accelerator

While traditional TV drives “water cooler” moments, particularly live sports, underlined by huge audiences for last year's Women’s FIFA World Cup and this year’s Australian Open – there is only so much sport, and spectrum, to go around.

Delivering sport and live events via IP-delivered TV adds targeting capability to that scale – as well as the ability to create a collection of niche audiences that advertisers can stitch together in order to engage more deeply with viewers around subjects and content they care about.

Which is where FAST channels – free ad-supported TV – start to open up new opportunities. These channels are based on specific genres or even a specific show, curated in a linear fashion: i.e. the shows keep playing, non-stop, with ad breaks.

Their attraction is to pull in audiences to the things they are most interested in, while removing the hassle of searching for things to watch. “That’s a very real problem,” says Young, with more than a kernel of truth in the “joke that it takes longer on Netflix to find a show than watch it”. Nielsen data from 2023 suggests on demand viewers spend an average of 10.5 minutes searching for something to watch, about 40 per cent more searching time than in 2019.

FAST channels mean brands can ‘own’ the environment and reach audiences that, albeit smaller, are deeply engaged, reducing potential wastage. The trick is then stitching those audiences together – using tools like VOZ.

Nine currently has two FAST channels in market – youth-focused Pedestrian TV and a dedicated Seinfeld channel that houses all 180 classic episodes.

The network has more coming this year, “something like 40 FAST channels over the period of the Olympics and Paralympics” alone, according to Liana Dubois. “They give incremental viewing choice to consumers who seemingly have an insatiable appetite for content”, particularly when it is packaged up and made easy for them.

Creative thinking required

But Nick Young urges advertisers to be smarter about how they tap into FAST to move beyond a “limited view” of its potential.

“The flexibility we have as a broadcaster around that uncluttered environment, and the ability to develop a TVC with that brand for two minutes of an ad break that reflects the content of that particular channel … There are so many ways we can work with a brand to integrate within a FAST channel in a far better way.”

“These shows and products are hugely popular with that relevant audience – a small audience, no question, but hugely popular. Which means the engagement and trust they have for these brands can be reflected in new and innovative ways. Because they are served digitally, there’s things like sequential ad messaging and dynamically served ads, so many different approaches that we can utilise – but that I'm not seeing that much of. I'd like to see more.”

Brand vs demand

Large advertisers have been getting their first-party data in order – and using it to better target logged-in audiences via anonymised data matching. It means they can avoid targeting people who probably won’t be interested in their products – such as a car brand doesn’t want to waste budget on putting ads in front of someone who has just bought a car. Or targeting only those more likely to buy their product, like dog owners who will probably want to buy dog food.

“We’ve seen a huge rise as everyone gets a CDP [customer data platform], especially the big advertisers, investing in data analytics and crafting out that segmentation,” said Young.

“Certainly, now with cookies [going out] and privacy coming in, those products are in vogue, and we are working with clients day-to-day on the activation and suppression of audiences in real-time. We’re seeing a real focus by these businesses to buy in a way that is relevant to create conversion.”

But Young thinks segmentation can go too far. If advertisers end up targeting “one or two people in Bondi, that can be really expensive”, with advertisers better off just “knocking on their doors”, he suggested.

“So while we’re seeing great work in creating customer profiles and segmentation, you’ve still got to hit a broad audience – and you’ve still got to maintain a large volume to be able to shift the dial.”

Likewise, said Dubois, going broad builds brand and “future demand” for people who might be ready to buy in future.

Consent is king

Although content remains critical as TV networks and streaming platforms vie for audiences, consent is now likewise king when it comes to using audience data to serve targeted ads.

“Consent-based approval is actually the key to any data targeting products or data products that we use,” said Young. Audiences understand the exchange – free content for targeted ads. But both publishers and brands must ensure that audience contract is crystal clear in terms of what data is collected and how it is used, given incoming overhauls to Australia’s privacy laws.

“The old joke used to be that the biggest lie ever told on the internet was ‘yes, I agree’, and ‘I have read your terms and conditions’. But those days are over. So from a Nine perspective, we’re focused on making sure people understand the relationship between our content and their data, and how that can give them a better experience, both from an advertising perspective and a content consumption perspective.”

“Fundamentally, that puts the network in a position of complete compliance.”

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Consumer Pulse Sport February 2024

WHAT'S HOT AND WHAT'S NOT

February 2024

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

The monthly survey covers attitudes and behaviours towards sports viewing and the influence of sport on Australian culture.

Explore the hub

16-19 February, 2024

Inside this month’s Consumer Pulse - Sport dip

Shot of two women walking along the coastimage806443.jpg

Consumer Insights >

A young group of friends meeting together at a barbecue are chatting and smiling as they greet each other.

CONVERSATION STARTERS >

16-19 February, 2024

Consumer Insights

Unprompted awareness of major sporting events in the next 12 months

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

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

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

Interest in watching sports or sporting events

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

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

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

Top 5 Sporting Teams	Rank
Matildas	1
Australian Cricket Team	2
Sydney Swans	3
Australian Olympic Team	4
Collingwood	5

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

Top 10 Athletes	Rank
Sam Kerr	1
Pat Cummins	2
Alex De Minaur	3
Daniel Ricardo	4
Steve Smith	5
Oscar Piastri	6
Alyssa Healy	7
Minjee Lee	8
Jannik Sinner	9
Emma McKeon	10

PERTH, AUSTRALIA - OCTOBER 26: Sam Kerr of the Matildas attempts to intercept the ball during the AFC Women's Asian Olympic Qualifier match between Australia Matildas and IR Iran at HBF Park on October 26, 2023 in Perth, Australia. (Photo by James Worsfold/Getty Images)

Conversation Starters

Consumption Trends

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

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

Watch live and via free-to-air TV

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

Consumer Considerations

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

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

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

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

WATCHING LIVE

Watch international sport content 'live'

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

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

CONSUMER CONSIDERATIONS

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

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

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

Couple laughing at footage on laptop at breakfast

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

Find out more

GET IN TOUCH

Want to know more?

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

Consumer Pulse February 2024

WHAT'S HOT AND WHAT'S NOT

February 2024

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

sky with sunset from the airplane window

2-5 February, 2024

Inside this month’s Consumer Pulse dip

Mood of the Nation >

Senior adult female worried while looking at receipt from grocery store. Rise in price of products concept. Buying consumer goods during inflation. Facing economic downturn. Kitchen unit and paper bag on background, horizontal. closeup

PURCHASE CONSIDERATION >

CONVERSATION STARTERS >

Mood of the Nation

The national mood

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

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

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

Dominant mood indicators

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

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

Purchase consideration

An international holiday

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

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

Conversation starters

TRAVEL INTENTIONS

Australians are planning to travel in the next 12 months

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

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

She looks for directions on cellphone, while walking through Italian village

BRAND CONSIDERATION

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

TRUST IN WEBSITES

People trust online reviews and

for holiday information

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

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

BRAND CONSIDERATION

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

Explore Traveller

The popularity of short-term trips

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

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

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

BRAND CONSIDERATION

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

GET IN TOUCH

Want to know more?

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

December Data

Powered Predicts 2024

Discover the big trends driving big ideas

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

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

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

Toby Boon

Director of Strategy and Insights, Powered

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

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

Episode One

Data, AI and Marketing - Charting the Uncharted in 2024

MARKETERS ARE ON THE FRONT LINE

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

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

Data privacy impacts

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

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

Cookies crunch

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

AI
ascendancy

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

CMO warning

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

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

Summary

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

Key take-aways:

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

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

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

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

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

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Tipping Point Australia

A game show phenomenon with a NEW Aussie twist

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

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

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

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

Led by Nine's super host Todd Woodbridge

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

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

Tipping Point Australia is what viewers have been waiting for

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

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

We know who they are & how to engage them

55% Female

45% Male

Average Audience per episode

Average Weekly Reach

Aged 25 - 32

Are the grocery shopper

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

The Tipping Point Trifecta

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

The Tipping Point for your brand

Temptation Jackpot

Viewer At Home Trivia

Mystery Prize Provider

Own The Last Break

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

Request more information - GENERIC

NRL on Nine 2024

NRL ON NINE IS
IN A LEAGUE OF ITS OWN

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

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

Request presentation

CHECK OUT WHAT'S
IN STORE IN 2024

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

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

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

Download NRL 2024 Schedule

Download NRLW 2024 Schedule

AUSTRALIA'S MOST EXCITING SPORT
UNLEASHED IN LAS VEGAS

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

FEBRUARY 11
SINGLE MATCH

MARCH 2
TO OCTOBER 1

JUNE 5
TO JULY 17

MAY 16
TO JUNE 27

JULY 25
TO OCTOBER 6

SEPTEMBER 13
TO OCTOBER 6

FEBRUARY 11
SINGLE MATCH

MARCH 2 TO
OCTOBER 1

JUNE 5 TO JULY 17

MAY 16 TO JUNE 27

JULY 25 TO
OCTOBER 6

SEPTEMBER 13
TO OCTOBER 6

NINE’S TOTAL MEDIA POWERHOUSE

REACHING AUSSIES NO MATTER WHERE THEY ENGAGE

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

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

BROADCASTING +750 HOURS OF
LIVE NRL MATCHES

total tv

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

AIRING +800 HOURS OF
NRL RADIO CONTENT

TOTAL AUDIO

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

PUBLISHING +30,000
NRL ARTICLES

TOTAL PUBLISHING

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

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

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

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

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

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

australia's most talked about series in sport

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

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

AUSTRALIANS REACHED ACROSS 3 matches in 2023

streaming audience
state of origin series 2023

australians reached
women's state of origin 2023

Source: VOZ Data 4.0 © OzTAM Pty Limited [2022]. NATIONAL, Network Nine & Affiliates + 9Now, Total People, Distinct Count of VOZ ID, 15 consecutive sec viewing qualifier BVOD events, R Flag = 0 for TV Events, based on Matching "Primary Description records = contains "STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 1ST -MATCH", "STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 2ND -MATCH", "STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 3RD -MATCH" 08/06/2022, 26/06/2022, 13/07/2022,- Numbers show below are from Nine datawarehouse, When Watched Basis, NOT OzTAM Gold Standard Accredited; OzTAM Live VPM, State of Origin, 2023 v 2022, includes coviewing on connected tv devices.

if it matters to fans
nine will deliver

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

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

The reigning premier
of creativity and results

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

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

Explore Powered Studios

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

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

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

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

Recall of Westpac Red Zone

Above broadcast integration benchmark

Uplift in positive awareness from pre-wave viewers

Source: Gemba NRL Interim Report 2023

nrl on nine
your partner in business

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

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

Request a tailored response to help realise your marketing objectives.

Request more information - GENERIC

Rugby on Nine 2024

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

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

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

Request Presentation

THE GREATEST LINE UP
ALL IN ONE PLACE

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

RUGBY 2024 FIXTURES
YEAR ROUND COVERAGE

CAPTIVATING 7.1 MILLION HIGHLY ENGAGED FANS

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

METRO + REGIONAL
Average total audience growth – 2023 Rugby Championships

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

INCREMENTAL AUDIENCE
9Now on Linear TV for Total People

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

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

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

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

RADIO

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

PUBLISHING

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

WWOS.COM.AU

With dedicated columnists and reporters

SOCIAL

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

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

SPORTS MARKETING IS A POWERFUL TOOL FOR BRANDS TO LEVERAGE

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

REALISING BIG IDEAS
TO MAKE YOUR BRAND FAMOUS

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

Explore Powered Studios

ISUZU LEVERAGED A RUGBY PARTNERSHIP TO
DRIVE HIGH IMPACT MARKETING MOMENTS

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

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

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

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

Tanya Hawson
Senior Marketing Manager
Isuzu Australia Pty Ltd

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

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