Category: General

The Unmissable Moment: How Purpose and Performance Unite a Nation

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Lydia Lassila,
Winter Olympics Expert Commentator, Milano Cortina 2026

Australian freestyle skier Lydia Lassila knows exactly what goes into an Olympic gold medal performance - years of sacrifice, training, and sheer dedication. Our Aussie Olympic and Paralympic athletes don’t just compete, they create a powerful, unifying experience for the entire nation.

With the Milano Cortina 2026 Winter Olympic and Paralympic Games taking place in a European time zone, Nine’s digital-first approach means fans can curate their own Olympic experience. Every athlete story is ready for them, on their terms.

Tap into the storytelling and national mood of inspiration and pride at Milano Cortina 2026.

Milano Cortina Winter Olympic & Paralympic Games Hub >

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

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Nine Ad Manager Puts Local Advertisers in Primetime – Insights from Todd Fisher, Director, Nine Ad Manager

Opinion

Nine Ad Manager Puts Local Advertisers in Primetime

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Todd Fisher

Director, Nine Ad Manager

The rise of self-service platforms is one of the most significant shifts in media buying in recent years.

It's a fundamental change that moves beyond simply automating a transaction; it's about radically democratising premium TV advertising. No platform exemplifies this disruption better than Nine Ad Manager, which is removing the barriers of television advertising and welcoming thousands of businesses of all sizes.​

For years, the power of premium video, the kind of advertising that drives a brand to household name status, was reserved almost exclusively for the biggest players. It was a market defined by high costs, long lead times, and complex negotiations. In the modern, fractured media landscape, where attention is a scarce commodity, SMBs really only had access to Social and Search platforms which have become highly cluttered and expensive. While effective for lower funnel activity, these channels often lack the instant credibility and mass market impact of television.​

Nine Ad Manager changes that equation entirely. It’s an easy-to-use digital solution that allows any size business access to TV advertising. By leveraging the technology of self-service, Nine has unlocked its most valuable, high-impact inventory on 9Now. Nine Ad Manager gives any business access to Australia’s most watched premium content, from The Block to Married at First Sight and the biggest sporting content in Australia from the State of Origin, NRL and The Olympic games.​

The most powerful advantage this platform offers is credibility by association. When a local business’s advertisement appears within the same ad break as a national bank or a major retailer, it instantly borrows that same level of professionalism and trustworthiness. In the minds of the viewer, the small bakery or the local real estate agent has been elevated. This halo effect or as we call it when “small goes big” is a massive, intangible asset that has been historically inaccessible to those with modest budgets. Coupled with postcode targeting these businesses are able to appear on the big screen in their local area.​

The financial barrier to entry has also been removed. Previously, running an ad on television required a significant upfront commitment. Nine Ad Manager has introduced a level of affordability and financial flexibility that allows a small business owner to launch a campaign with a minimal budget, with campaigns starting from $550. This cost-efficiency is a game-changer, moving premium video from a long-term aspiration to an immediate, actionable marketing channel that can be tracked with the Nine Ad Manager tracking pixel.

Ultimately, Nine Ad Manager’s success is a testament to its direct challenge to the digital giants. It provides SMBs with a brand-safe, quality environment, a crucial differentiator against the frequently unpredictable and sometimes not brand safe nature of open-web inventory. By offering a streamlined path to the biggest screen in the home, Nine Ad Manager is providing a necessary and powerful alternative for businesses that want their message to resonate above the skippable and scrollable nature of social media.

This shift isn't just a win for Nine; it’s a massive advantage now for the 2.2 million Australian SMBs who now have the tools to convert their businesses into household names. The premium media wall has fallen, and the self-service revolution is making primetime accessible to everyone.

Explore the Nine Advantage today

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Looking for more efficient, effective and transparent ways to grow your business? Enquire today.

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Consumer Pulse October 2025

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WHAT'S HOT AND WHAT'S NOT

October 2025

The positive national mood of September was short-lived as Australia's national mood shifted back to a negative mindset in October. Despite this, Australians continue to prioritise health, life enjoyment, and family security. Nine's audience remains highly engaged with media, regularly listening to podcasts, especially News and Politics content which they want more of. They are also showing a strong openness to paying for new media subscriptions: All are fuelling opinions and conversations this month.

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3-6 October, 2025

Inside this month’s Consumer Pulse dip

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Mood of the Nation >

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CONVERSATION STARTERS >

Mood of the Nation

The national mood

The positive national mood of September was short-lived, as October 2025 has seen a downturn. Anxiety and frustration are on the rise again, pushing the national mindset back into a net negative state with negative emotions outweighing positives.

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Dominant mood indicators

The national mood shows a pattern of contrasts. The top emotions are positive, with people feeling relaxed and calm. However, the next most common emotions are negative, including anxiety and frustration. This mixed pattern continues, with optimism and hope followed by feelings of stress and scepticism. The top 10 concludes with a blend of feeling safe but also pessimistic. 

This highlights a national mood in Australia that is a nuanced blend of positive and negative emotions, reflecting a society experiencing both significant stress and frustration, but trying to find ways to maintain a sense of calm and hope.

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

Australian Values

Health, life enjoyment & family security remain top values

When it comes to what matters most, Nine's audience still places health at the top of their list. This core value, along with enjoying life and family security, has continued to lead the way over the last six months. There has been some movement in other values, with minor increases among those prioritising personal growth, seeking self-discipline, the freedom to choose their own goals, and more meaningful relationships in mature love. At the same time, the importance of more traditional ideals such as loyalty, independence and capability has dropped.

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Conversation Starters

SUBSCRIPTION GROWTH POTENTIAL

open to paying for a new media subscription

Nine audience open to paid media subscriptions presents clear growth path

There is an opportunity to capture new subscribers, with 17% of Nine's audience open to paying for a new media subscription (e.g. a streaming, music, podcast or news service) in the next 12 months. This potential is even greater among the 18-44 age group, where the likelihood increases to over 1 in 5 (21%).

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BRAND CONSIDERATION

Brands must prioritise a seamless onboarding and cancellation experience, as any complexity can quickly damage brand reputation and increase subscriber churn.

Podcast Consumption

tune in to Podcasts at least once a month

Podcast listening is a significant and regular habit for Nine's audience

Podcast listening is a regular habit for a significant portion of Nine's audience, with over 40% tuning in at least once a month. This trend is particularly strong within the 35-44 demographic, where the proportion of monthly listeners jumps to 60%. While both genders are engaged, men are slightly more frequent listeners, with 46% listening monthly or more often, compared to 40% of women.

BRAND CONSIDERATION

Brands must shift away from short-term ad buys and strategically establish long-term podcast partnerships to consistently engage the targeted audience, thereby building brand awareness and reinforcing brand credibility over time.

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Podcast content preference

want to hear more about News and Politics

News, Politics, and Comedy lead audience demand for more podcast content

When it comes to the Podcast topics they listen to, Nine’s audience want to hear more about News and Politics (28%), Comedy (28%), TV and Film (23%) and True Crime (22%). A higher proportion of men want more content focused on News and Politics (31%) compared to Females (24%), while a higher proportion of women want more content focused on TV and Film (30%) compared to 17% of men.

BRAND CONSIDERATION

Advertisers should leverage the clear gender-based topic preferences to strategically allocate budgets by aligning brands - such as placing a finance brand on News and Politics content and a lifestyle brand on Entertainment and True Crime - to maximize targeted audience reach.

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September Data
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Consumer Pulse September 2025

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WHAT'S HOT AND WHAT'S NOT

September 2025

The national mood has seen an improvement in September, its highest in three years. This is most likely due to falling inflation and interest rate cuts, which have made Australian cautiously optimistic. As personal finances stabilise, people are feeling more secure, leading to a slow shift in consumer behavior. Shifting their focus towards making bigger purchases and discretionary spending on smaller luxuries are on the rise and these are all fuelling opinions and conversations this month.

Mother and daughter eating healthy take out food at home - food delivery concepts

5-8 September, 2025

Inside this month’s Consumer Pulse dip

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Mood of the Nation >

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CONVERSATION STARTERS >

Mood of the Nation

The national mood

A significant shift has occurred in Australia's national mindset this September, back to a net positive mood, the highest in three years. Overall, positive emotions are ahead of negative emotions with Australians feeling more relaxed, calm and hopeful than they have in some time.

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

Dominant mood indicators

While the top 5 moods are positive emotions, including feelings of relaxation, calmness, hope, safety and optimism, Australia's national mood is study in contrasts, with the next four focusing on the negative, including frustration, anxiety, stress and annoyance. This might suggest that while personal well-being has improved, a lingering unease about broader issues remains.

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

Cost of Living

Australians cautiously optimistic

More than half (57%) of Nine’s audience are feeling financially comfortable at the moment, a significant improvement over the last six months (up 13 percentage points). Significantly fewer (29%) feel like they are “just managing”, and 14% say they are “feeling the pressure” when it comes to their personal finances, again down compared to this time six months ago, suggesting a shift with a large portion of the population moving from feeling pressure to a majority feeling more secure with their finances.

Most are still being affected by the rising cost of utilities (69%), groceries (69%) and insurance premiums (66%). Low wage growth (9%) is having less impact than this time six months ago (down 16 percentage points), with wages now on the rise.

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

Conversation Starters

Personal Finances

average increase in people seeing bigger purchases, like appliances and renovations, as 'must-haves' in the last 6 months

With personal finances stabilising, consumers are slowly shifting their focus toward making bigger purchases

While over six in ten of Nine's audience are still cutting back on spending due to the rising cost of living, a subtle shift is emerging. Consumers are showing a willingness to spend more on bigger purchases. This is demonstrated by a small increase in the number of people now seeing certain items as "must-haves." This includes: larger appliances and furniture, major home redecorations or renovations, and technology Items.

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BRAND CONSIDERATION

As consumer confidence returns, a key for brands is to build a cohesive, multi-platform narrative. By meeting audiences across every touchpoint of their purchase journey, you can effectively influence decisions and drive conversion.

Spending

average increase in people calling out smaller luxuries as 'must-haves' in the past 6 months

Discretionary spending on smaller luxuries is also on the rise

There have been increases in the number of people calling out smaller luxuries as "must-haves” including apparel and accessories, dining out and takeaway food. This is especially relevant to younger audiences, under-45, suggesting the relentless pressure of the cost-of-living crisis is starting to ease, allowing people to justify these purchases again.

BRAND CONSIDERATION

To tap into the positive mindset of an audience ready to reward themselves, your brands messaging should be aspirational and celebratory. This reflects the shift toward smaller luxuries after a period of cutting back.

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Subscription Must-HAVES

consider their subscription to a news-outlet a must-have expense

Subscription to news a must-have for 1 in 3 Australians

1 in 3 consider their subscription to a news-outlet a must-have expense, as do 1 in 4 for a subscription to pay-TV or a streaming service. While a subscription to music streaming services or podcasts is more likely to be a must have for people aged 25-54. With finances stabilising, the Nine audience are more inclined to pay for content they perceive as valuable.

BRAND CONSIDERATION

By strategically placing your brand message within a trusted, subscription-based news and streaming environment, you can create a powerful brand association.

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August Data
Explore Hub

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Want to know more?

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

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

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State of the Nation with Amanda Upton, Client Director, Luxury & Travel

Nine Publishing

Independence  |  stories that matter  |  commercial with integrity

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Amanda Upton - Client Director, Luxury & Travel

The future of travel is incredibly dynamic. While print remains core, the shift towards data-driven insights will continue to play a crucial role.

We’ve harnessed this to personalise campaigns and shape our content, as seen with the launch of the highly successful AFR Magazine's ‘Highflyer’ franchise – and there is more launching this year.

Explore Nine Publishing opportunities

Say hello

Let's talk about how Nine's premium publishing ecosystem can elevate your brand's impact.

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State of the Nation with Chloe Moo, Client Director, Luxury

Nine Publishing

Independence  |  stories that matter  |  commercial with integrity

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Chloe Moo - Client Director, Luxury

We have a clear responsibility in the Luxury space: to connect the world’s most discerning brands with Australia’s most affluent and influential audiences – through the platforms they trust, at the moments they seek meaning, indulgence, and inspiration.

Our strength lies in genuine partnership, tailored solutions that balance reach with refinement, data with editorial instinct, and brand alignment with real audience engagement. That’s the Nine Luxury difference.

Explore Nine Publishing opportunities

Say hello

Let's talk about how Nine's premium publishing ecosystem can elevate your brand's impact.

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Married at First Sight: Expert Insights – Adrian Swift, Head of Content, Production & Development

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MAFS: How a Television Show Became a Cultural Touchstone

When a show like Married at First Sight goes to air, the real magic happens when it moves from the screen to a national and international conversation. Adrian Swift, Nine’s Head of Content, Production and Development, explores how MAFS transcends its format to become a cultural phenomenon and a powerful platform for brands.

Watch Now >

Prefer to Read? Recap on the Insights Below.

Success Beyond the Screen

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Swift has years of experience under his belt, witnessing the change in content and formats throughout the years, but when talking about a show like MAFS, he reflects the gratification of seeing it become a rapid topic of conversation.

While the big themes are identified during production, the true impact is realised when discussions about the show spread through other platforms, explode on social media and dominate real-life conversations. "You know then that the show has had the impact that you hoped and planned for," he says.

MAFS and the Modern Relationship

What makes MAFS so culturally relevant? For Swift, the secret is its connection to real life. "It's reality. What you're seeing is a snapshot of Australian relationships at the point at which we make the show." This authenticity allows the audience to see themselves in the stories, creating a powerful resonance that extends beyond Australia to the UK, US, New Zealand, and Europe.

Every season, the show's enduring success is built on a simple premise: finding people with compelling stories and relationship journeys to embark on. With 14,000 people applying for the show, the challenge is to find 12 individuals and create genuine matches. "What we end up with is people who are genuinely looking for love," Swift notes, ensuring that each season offers a new, authentic, and relatable story.

The Perfect Match for Brands

When it comes to brand partnerships, Swift stresses the need for careful and thoughtful integration. MAFS offers numerous opportunities for brands to weave into the show's storytelling and themes. Collaborating closely with brands is the priority, to understand their narrative and find a way to authentically bring their story into the world of the show.

"It's an easy task and one that's actually quite fun for both parties," he says, underscoring the creative and strategic process that ensures brand messaging is not only seen but also embraced by a highly engaged audience.

Connect with us today to learn more about integrating your brand with Married at First Sight in 2026.

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The Winter Paralympic Games: A Lifelong Dream

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Jess Gallagher,
Dual Summer, Winter Paralympian & Multiple Medallist

The opportunity to represent Australia at the Winter Paralympic Games is a lifelong dream for Para athletes. It’s an opportunity to showcase their personal best on the international winter stage after years of work and sacrifice.

For dual Paralympian Jess Gallagher, there’s one way to describe the Games – “jaw-dropping”. Milano Cortina will be no exception, with a spectacular group of Aussies set to compete. Align your brand with the resilience and courage of these athletes during the 2026 Winter Paralympic Games.

Milano Cortina Winter Olympic & Paralympic Games Hub >

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

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Joy, Excitement and Heartbreak: The Power of the Winter Olympics

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Torah Bright,
Winter Olympian – Gold & Silver Medallist

For professional tour athletes like snowboarder Torah Bright, competing on the world’s biggest stage in the Winter Olympics is another level of competition entirely. “You know you can be a world champ over and over and over, but you may not be an Olympic champ yet,” she says. The stakes are high, athlete emotions are raw, and you can feel the joy, excitement and heartbreak.

Don’t miss out on the opportunity for your brand to be a part of the Winter Games action in 2026.

Milano Cortina Winter Olympic & Paralympic Games Hub >

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

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