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

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.

Entertainment. Action. Adrenaline: Milano Cortina 2026

Cam Bolton,
Three-time Olympian – Snowboard Cross

Snowboard cross athlete Cam Bolton describes selection for his fourth Olympic Winter Games as an honour. It’s another chance to represent his country and share the journey he and his fellow athletes have been on.

Three words that come to mind for Bolton when describing the Winter Games are “entertainment, action, adrenaline”. Words he believes most Winter athletes would agree with, and feelings that viewers will connect with as they watch the excitement unfold at Milano Cortina 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.

Consumer Pulse August 2025

WHAT'S HOT AND WHAT'S NOT

August 2025

The national mood dropped for the second consecutive month; Clothing and electrical appliances drive Black Friday and Cyber Monday shopping plans; Most plan to spend $101–$500; The primary motivation for participating in Black Friday and Cyber Monday sales is to secure the best deals are all fuelling opinions and conversations this month.

Senior female owner giving bag to customer at checkout in clothing store

1-4 August, 2025

Inside this month’s Consumer Pulse dip

High angle view of man rubbing eyes while reclining on sofa at home

Mood of the Nation >

The smiling saleswoman shows home appliances to a young couple who came to furnish their new apartment

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood dropped again in August 2025, with a higher net negative mood. Australians are feeling more frustrated, anxious and stressed in the current times. Overall, net negative emotions are ahead of positive emotions.

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

Dominant mood indicators

The top 10 dominant moods are a mix of positive and negative emotions. The top 3 feelings are positive, with calm, relaxed and hopeful topping the list this month. Feeling a mix of frustrated, optimistic and anxious are the next most dominant moods this month.

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

Purchase Consideration

Shifting spending priorities

This month, an international holiday is the leading purchase consideration at 28%, followed by clothing (26%) and a domestic holiday (24%). Wine and gardening products are tied for the next spot at 17%.

Looking at recent trends, wine purchases had the biggest increase since February, growing by 4%. The use of professional services also rose in the last quarter, by 3%. Compared to the same time last year, both international and domestic travel have seen a 3% increase in consideration, while auto purchases lifted by 2%. Overall, purchase consideration across all major categories is up 2 percentage points on last year.

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

Conversation Starters

Shopping plans

plan to make purchases during the Black Friday/Cyber Monday sales

Clothing and electrical appliances drive Black Friday and Cyber Monday shopping plans

Among Nine’s audience, more than 6 in 10 (62%) plan to make purchases during the BF/CM sales. Clothing is the top category, with 37% intending to buy, rising to 43% among females.

Electrical appliances is the second most popular category at 23%, with males more likely to purchase at 26%.

Blonde mature woman is shopping in a clothing store, holding a gray t-shirt in her hands

BRAND CONSIDERATION

With 62% of people planning to shop, brands should build anticipation and capture early-bird shoppers with early access to deals, rewarding loyal customers and capturing early-bird shoppers before the main BF/CM event.

Spending

plan to spend $101-$500 in the upcoming BF/CM sales

Most plan to spend $101–$500 for BF/CM Sales

Among Nine’s audience, over 1 in 5 (22%) plan to spend $101–$500 in the upcoming BF/CM sales, with younger audiences under-45 more likely to spend within this range.

Female audiences show a greater tendency to spend more, with a higher percentage intending to splash out $501– $1,000 (10%) compared to males, where the proportions planning to spend in this range is 8%.

BRAND CONSIDERATION

Female audiences tend to be more deliberate shoppers. Brands can appeal to this by creating curated gift guides and lifestyle content that showcases how higher-priced items fit into a desirable aesthetic or routine. This adds emotional value and justifies the higher spending.

Female senior smiling couple walking down the stairs of the metro carrying shopping bags

Deals

people aged 25-54 agree their main reason for shopping in the Black Friday and Cyber Monday sales is to get the best deals

Primary motivation for participating in Black Friday Cyber Monday sales is to secure the best deals

Among Nine’s audience, over half (54%) agree their main reason for shopping in the Black Friday and Cyber Monday sales is to get the best deals. This is especially so for people aged 25-54 (59%) and women (58%).

Many participate to take advantage of exclusive offers and limited stock, notably younger audiences under-45 (33%) and men (29%).

They are planners who use the Black Friday and Cyber Monday sales to get a head start on Christmas shopping, a behaviour more common among women (30%)

BRAND CONSIDERATION

Frame discounts as special opportunities that won't be available at other times of the year. This appeals directly to the desire for "the best deals" and creates urgency, a key component for successful sales.

Young happy couple came to a successful agreement with car salesman during a meeting in a showroom.

July 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

Married at First Sight: Expert Insights – Amelia Goode, National Strategy & Effectiveness Manager, & Stewart Gurney, Director of Strategy & Effectiveness

The MAFS Effect: Building Brands with Emotional Resonance

Nine’s Stewart Gurney, Director of Strategy & Effectiveness and Amelia Goode, National Strategy & Effectiveness Manager, unpack the unique power of Married at First Sight as a potent brand-building platform for advertisers. Moving beyond its status as a ratings powerhouse, MAFS fosters deep emotional connections driving significant uplifts in core brand attributes for its partners.

Watch Now >

Prefer to Read? Recap on the Insights Below.

The Core of Entertainment

MAFS isn’t just entertainment; it heightens the emotions of audiences, creates viral moments that ignite conversation, and drives cultural impact across Australia. Gurney explains the MAFS phenomenon through the “excitation transferral theory” from 1970s psychology, noting how captivated viewers become more receptive to brand messages. Our data shows that brands associated with MAFS are:

28% more likely to be perceived as trusted

72% more likely to be seen as high quality by viewers

Having a 30% average uplift in premium

With an audience of 2.4 million viewers per episode, fostering this deep connection with viewers is invaluable in today's crowded market, to cut through and drive lasting brand loyalty.

The Power of Live

In a media landscape obsessed with reach and cost-efficiency, the true impact of advertising effectiveness can often be overlooked, Gurney explains, reminding brands that the consistent success of MAFS in boosting brand desirability on Nine’s platforms, particularly TV, is due to the power of live content and the show’s strong cultural alignment. Live viewing drives significantly higher emotional resonance and advertising recall, proving that not all content moments are equal.

Goode encourages brands to recognise that MAFS is a phenomenal brand itself, cultivating deep, consistent audience engagement, making it a powerful vehicle for sponsors to be genuinely embraced by a massive audience, rather than just seen. This highlights the fact that cultural relevance and high-quality, integrated campaign execution on platforms like TV are critical for effective advertising.

Tailored, Multi-Format, Long-Term Integration

To truly maximise awareness within the MAFS ecosystem, brands should implement a comprehensive, integrated strategy. This involves tailoring assets for increased emotional resonance and relevance, utilising multiple formats beyond just TVCs (like billboards, which are 22% more noticeable), and committing to year-on-year planning for sustained longevity, which Gurney notes can double key metrics like consideration.

Goode adds that integrating TVCs, in-show products, on-screen graphics, and extending reach into social channels where post-show engagement thrives is crucial for multifaceted awareness.

Secret Recipe Revealed

Top-performing MAFS partners, like KFC, share key best practices for advertisers seeking optimal results. The secret recipe? Consistent and consecutive sponsorship. KFC’s eighth year on MAFS demonstrates how sustained presence builds strong brand association and delivers compounding results.

Goode reinforces again just how crucial tailored content that aligns with audience interests and shows themes is. This bespoke approach consistently outperforms generic content, generating 8% more emotion, 5% more relevance, and 10% more engagement.

The takeaway for advertisers is simple: “Don’t be dull,” says Gurney. Brands must creatively integrate, develop unique content, and consider how their message resonates within the MAFS environment.

Source: Gemba 2025 MAFS wrap up report. TVMAP VOZ Program Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, 29/01/2024 – 8/04/2024, 27/01/2025 - 7/04/2025, Average Audience, Married at First Sight Season 11 & 12, Demo’s as Above, Total TV, Consolidated 7.

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

9Now: Australia’s Number 1 BVOD Platform

Today’s television is live, live streaming and on demand. With a combination of new, innovative solutions, underpinned by our 15 million signed in users, and Australia’s most loved premium content that consistently captivates high-value audiences, 9Now is at the forefront of the digital television evolution.

For consistency, value and simplicity, trust 9Now

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

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

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

BVOD Share - Total People

Over

Viewers reached every month; up 9% compared to the same period of last year

Live streaming growth year-on-year

Source: BVOD Total, 5 City Metro, 2am-2am, H1 2025. TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, 01/01/2025 -30/06/2025 v STLY, Total People, Total Minutes Viewed, Cumulative Reach, BVOD Total (reach), BVOD Live (Live streaming growth), When Watched.

Big TV moments reinvented, right here on Nine

Married at First Sight brings everyone together

Season 13 highlights

Total BVOD reach (season to date)

+41% increase year-on-year

BVOD average audience

Source: TVMAP VOZ Program Analyser, OzTAM VOZ Data 5.9, National (inc Spill) & Markets (excl Spill), Total People & Multiple Demos, Nine Only, Total TV, Overnight. Source: TV MAP OZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL,01/01/24 - 30/04/24, S-S 0200-2559, Network Nine & Affiliates, Total TV, TV, BVOD, Cumulative Reach by month, When Watched Basis. Roy Morgan Research; people 18+ for the 12 months ending March 2024. OzTAM Live + VOD VPM, CFTA Only & CFTA+SBS+FOXTEL, Weeks 1-20 2024, metric; minutes, includes covieiwng on connected tv devices. Total Nine Publishing = nine.com.au, AFR, SMH and The Age (Print & Digital), Brisbane Times, WA Today, Good Weekend VIC & NSW, Sunday Life VIC & NSW, AFR Magazine, Fin! Horse Racing Fans = Watched any Horse Racing (Reg or Occasionally)

Australia's largest sporting rivalry

BVOD average audience - 2025 Men's series

+23% year-on-year

Men's SOO Game 3:
Highest BVOD audience of all time

Source: TVMAP VOZ Analyser & TVMAP VOZ Program Analyser, OzTAM VOZ Data 5.9, Nine Only, National (inc Spill) & Markets (excl Spill), 2025 & 2024 State of Origin, Total TV, When Watched (Cume Reach), Overnight (Match specific Audience, Reach and Minutes).

Unlock a bigger, smarter, faster streaming partner in 2026

FAST channels and FAST ads

New future focused data products

Unlock the potential of AI

Engagement is the priority

Non-stop content that audiences cannot get enough of.

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

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

Tap in to relatable cultural moments, targeting authenticated and addressable audiences with impactful executions that are big, bold and balanced.

Our digital solutions are leading the way

Streaming into a bigger, smarter and faster future

Australia's most loved content belongs here

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

Your story could be told to millions of actively engaged streamers, alongside the country’s biggest marketing moments in 2026.

Explore our brands

For consistency, value and simplicity, trust 9Now.

Send us an enquiry or talk to your Nine representative today for a tailored response.

Consumer Pulse July 2025

WHAT'S HOT AND WHAT'S NOT

July 2025

The national mood saw a slight dip; Most people plan to travel in the coming year; People choose to DIY their trips and word of mouth is the top trusted source of information; Location drives travel destination choices are all fuelling opinions and conversations this month.

Overhead view of young Asian woman sitting on the floor in her bedroom, packing a suitcase for a trip. Getting ready for a vacation. Traveller's accessories. Travel and vacation concept

4-7 July, 2025

Inside this month’s Consumer Pulse dip

Teenager getting an advice from a psychotherapist

Mood of the Nation >

Group of retired friends looking at a map outdoors in a city setting

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood saw a slight dip in July 2025, back to a higher net negative mood. Australians are feeling more anxious and frustrated in the current times. Overall, net negative emotions are ahead of positive emotions.

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

Dominant mood indicators

The top 10 dominant moods are a mix of positive and negative emotions. The top 4 feelings are positive, with calm, hopeful, relaxed and optimistic topping the list this month. Feeling anxious, stressed and frustrated are the next most dominant moods this month.

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

Conversation Starters

Travel Plans

plan to travel in the next 12 months

Most people plan to travel in the coming year

Among Nine's audience, 7 in 10 plan to travel in the next 12 months. Of those travellers, 27% are considering international travel, 35% are looking at domestic travel, and a significant 38% intend to do both.

For domestic travel, over half of individuals expect to take 1 or 2 trips. When it comes to spending, almost 4 in 10 plan to allocate between $2,000 and $5,000 for the trip.

Turning to international travel intenders, nearly 9 in 10 anticipate taking 1 or 2 trips in the coming year. For these journeys, almost half of them plan to spend $9,000+ for the trip.

Mature mother and adult daughter strolling around a traditional old town in Majorca Spain.

BRAND CONSIDERATION

Given 70% of Nine's audience plan to travel in the next 12 months, this indicates a strong readiness to book. Brands should ensure seamless booking experiences, loyalty programs that reward diverse travel, and versatility for different trip types and budgets.

planning trips

prefer to plan and book their trips themselves

People choose to DIY their trips and word of mouth is the top trusted source of information

Among Nine's audience, almost 8 in 10 prefer to plan and book their trips themselves.

When it comes to trusted information for travel planning, the top 3 sources are: word of mouth (62%), online reviews (51%), and websites such as Traveller (49%).

Interestingly, trust in these sources varies by age. Those under 65 tend to trust word of mouth (64% vs. 56% for 65+), online reviews (54% vs. 40%) and online news websites (31% vs. 23%) more than the 65+ age group. Conversely, the 65+ group shows higher trust in print newspapers (30% vs. 26% for under 65s).

BRAND CONSIDERATION

Empower Nine's DIY travel planners with authentic content, leveraging online reviews and news sites for under 65s, while also considering print for the 65+ demographic's higher trust.

Heterosexual Couple Planning A Vacation Together Using Laptop

Main Considerations for Travellers

believe location is the main factor when choosing a travel destination

Location drives travel destination choices

Among Nine's audience, 8 in 10 believe location is the main factor when choosing a travel destination. This is followed by accommodation (41%) and the price of airfare (40%).

The cost of living has had the largest impact on travel decisions for 38% of the audience. This concern is even higher among the under-65 age group (42%) compared to those 65 and over.

Conversely, the 65+ age group has greater concerns around political climate and regional safety (32%) than those under 65 (23%).

BRAND CONSIDERATION

Brands should prominently highlight unique and appealing travel destinations in their messaging to capture initial audience interest and drive destination-specific consideration.

People crossing the street near Times Square, Manhattan, New York City, USA

June 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

State of the Nation with Tory Maguire, Managing Director, Publishing

Nine Publishing

Independence | stories that matter | commercial with integrity

Tory Maguire - Managing Director, Publishing

Our unwavering commitment to truth, accuracy and integrity ensures we deliver balanced, trustworthy journalism that holds the powerful to account. We prioritise stories that matter over those that simply drive traffic, delivering commercial outcomes with integrity. Journalism is both our responsibility and our privilege - one that earns the trust of our audiences every day.

Explore Nine Publishing opportunities

Say hello

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

READY TO CREATE? //

Print Ad Specs

Digital Ad Specs

CONTACT //

Nine ad enquiries

Nine’s Half-Year Ratings 2025

Unprecedented audience gains drive primetime success

Television viewing on the 9Network has sustained remarkable growth throughout the first half of 2025, firmly establishing Nine as the undisputed leader in Australian entertainment.

More Australians than ever are consistently engaging with our powerhouse programs, while our BVOD platforms continue to shatter audience records at an unprecedented pace.

This enduring momentum has propelled the 9Network to its strongest start to a year in ratings history against Total People and the key demos of People 25-54 & People 16-39.

Nine is home to the biggest shows
in Australia

Our growth has been particularly driven by younger audiences, with Total TV viewing up 12.1% with People 16-39 and up 8.8% with People 25-54.

On BVOD, the audience growth is even more pronounced with audiences on 9Now growing by a staggering 28.4% with People 16-39 and by 25.5% with People 25-54.

Our record-breaking year kicked off with the Australian Open once again proving to be a ratings juggernaut, with 12.4 million viewers tuning in to Nine’s world-class coverage of the Grand Slam. The 2025 Australian Open was the highest rating since Ash Barty’s sensational run in 2022.

Married at First Sight is the No. 1 entertainment program of the year to date. The smash hit program enjoyed its highest rating series in VOZ history with an National Total TV Audience of 2.6 million people tuning into every episode (up 16.6% year-on-year). On 9Now, each episode averaged more than 1 million viewers (up 24.9% year-on-year).

State of Origin has broken decade old records, with Game 1 recording its highest ratings since 2016 and Game 2 its highest ratings since 2015. The two matches are currently the two highest rating programs of the year. They each have an average National Total TV Audience of 3.8 million (up 14.5% year-on-year) and a National Cumulative Reach of 7.9 million.

9News is the No. 1 news bulletin across the 5 City Metro and in Sydney, Melbourne and Brisbane. Each weeknight, the bulletin records an average National Total TV Audience of 1.233 million - up 11.5% year-on-year and its best result since 2022. Audience growth is even more significant with the younger demos - up 14.4% with the People Under 55 and up 13.6% with People 16-39.

The first series of The Floor was a ratings smash and is the highest new format launch in VOZ history. The fast-paced trivia show hosted by Rodger Corser secured a National Total TV Audience of 1.4 million per episode and a National BVOD Audience of 210,000 per episode.

Tipping Point is the undisputed No. 1 afternoon game show, with a National Total TV Audience of 845,000 per episode (up 11.2% year-on-year).

Hamish Turner Executive Director 9Network & 9Now says:

“Free-to-air television is demonstrating remarkable vitality and continued growth, proving its appeal as a unifying platform that ensures all Australians can share in our nation's cultural moments."

“These outstanding half-year results underscore the sustained strength and cultural relevance of Nine’s content. We are privileged to deliver free access to premium news, sport and entertainment for all Australians."

“The State of Origin series delivered the year's two highest-rating programs, showcasing the ability of free-to-air to unite the nation. Married at First Sight continues to set the topical benchmark and the phenomenal success of Tipping Point has re-energised the 5pm timeslot. We're also encouraged by double-digit audience growth across 9News and strong performances from 60 Minutes, A Current Affair, and Today. Notably, The Floor is the highest new format launch in VOZ history, reaffirming the importance of our local content.”

MARRIED AT FIRST SIGHT

National Total TV Audience of 2.6 million per episode (up 16.6% year-on-year)
National Broadcast TV Audience of 1.5 million per episode (up 10.0% year-on-year)
National BVOD Audience of over 1 million per episode (up 27.9% year-on-year)
National Cumulative Reach of 15.2 million

9NEWS (Mon to Fri)

National Total TV Audience of 1.2 million per episode (up 11.7% year-on-year)
National Broadcast TV Audience of 1.1 million per episode (up 9.0% year-on-year)
National BVOD Audience of 113,000 per episode (up 48.1% year-on-year)
National Cumulative Reach of 16.7 million

A CURRENT AFFAIR

National Total TV Audience of 1 million viewers per episode (up 6.7% year-on-year)
National Broadcast TV Audience of 940,000 per episode (up 4.2% year-on-year)
National BVOD Audience of 98,000 per episode (up 37.7% year-on-year)
National Cumulative Reach of 15.2 million

60 MINUTES

National Total TV Audience of 809,000 per episode (up 18.0% year-on-year)
National Broadcast TV Audience of 717,000 per episode (up 15.2% year-on-year)
National BVOD Audience of 92,000 per episode (up 46.1% year-on-year)
National Cumulative Reach of 10.3 million

TODAY

National Total TV Audience of 319,000 viewers per episode
National Broadcast TV Audience of 278,000 per episode
National BVOD Audience of 41,000 per episode (up 27.0% year-on-year)
National Cumulative Reach of 9.8 million

TIPPING POINT AUSTRALIA

National Total TV Audience of 845,000 viewers per episode (up 11.2% year-on-year)
National Broadcast TV Audience of 771,000 per episode (up 8.5% year-on-year)
National BVOD Audience of 75,000 per episode (up 53.6% year-on-year)
National Cumulative Reach 13.1 million

BIG MIRACLES

National Total TV Audience of 737,000 viewers per episode (up 14.3% year-on-year)
National Broadcast TV Audience of 558,000 per episode (up 9.3% year-on-year)
National BVOD Audience of 178,000 per episode (up 33.0% year-on-year)
National Cumulative Reach of 4.6 million

UNBREAKABLE: THE JELENA DOKIC STORY

National Total TV Audience of 1.302 million
National Broadcast TV Audience of 1.022 million
National BVOD Audience of 279,000

DANGEROUS LIES - UNMASKING BELLE GIBSON

National Total TV Audience of 1.187 million
National Broadcast TV Audience of 929,000
National BVOD Audience of 258,000

LEGO MASTERS

National Total TV Audience of 1.0 million per episode (up 3.8% year-on-year)
National Broadcast TV Audience of 859,000 per episode (up 1.3% year-on-year)
National BVOD Audience of 153,000 per episode (up 34.9% year-on-year)
National Cumulative Reach of 7.6 million

TRAVEL GUIDES

National Total TV Audience of 1.4 million per episode
National Broadcast TV Audience of 1.2 million per episode
National BVOD Audience of 228,000 per episode (up 22.0% year-on-year)
National Cumulative Reach of 6.4 million

AUSTRALIA’S MOST IDENTICAL

National Total TV Audience of 755,000
National Broadcast TV Audience of 677,000
National BVOD Audience of 78,000

THE GREAT DEBATE

National Total TV Audience of 1.129 million
National Broadcast TV Audience of 1.028 million
National BVOD Audience of 101,000

THE HUNDRED

National Total TV Audience of 743,000 per episode
National Broadcast TV Audience of 664,000 per episode
National BVOD Audience of 79,000 per episode
National Cumulative Reach of 5.3 million

THE FLOOR

National Total TV Audience of 1.4 million per episode
National Broadcast TV Audience of 1.2 million per episode
National BVOD Audience of 210,000 per episode
National Cumulative Reach of 6.7 million

AUSTRALIAN CRIME STORIES

National Total TV Audience of 515,000 per episode
National Broadcast TV Audience of 461,000 per episode
National BVOD Audience of 54,000 per episode
National Cumulative Reach of 4.8 million

STATE OF ORIGIN SERIES TO DATE (GAMES 1-2)

National Total TV Audience of 3.8 million (up 14.5% year-on-year)
National Broadcast TV Audience of 2.8 million (up 10.4% year-on-year)
National BVOD Audience of 962,000 (up 28.4% year-on-year)
National Cumulative Reach of 7.9 million

NRL SEASON TO DATE

National Total TV Audience of 562,000 (up 5.4% year-on-year)
National Broadcast TV Audience of 485,000 (up 2.1% year-on-year)
National BVOD Audience of 78,000 (up 32.5% year-on-year)
National Cumulative Reach of 10.1 million

The 9Network is No.1 for Total TV across Australia with all key demos and Total People

Broadcast Television – Free-to-air network shares 6pm to midnight - 2025 First Half


	Network	Network	Network	Network	Network
25-54	34.2%	27.1%	17.3%	14.2%	7.2%
16-39	37.1%	25.6%	16.1%	15.4%	5.7%
GS 18+	29.5%	28.9%	13.9%	18.5%	9.2%
Total People	29.6%	28.9%	14.0%	18.7%	8.8%

9Now is the No.1 CFTA BVOD platform across with all key demos and Total People

Australia BVOD commercial shares - 2025 First Half


25-54	47.9%	37.1%	15.0%
16-39	51.4%	34.7%	13.9%
GS 18+	45.6%	38.7%	15.7%
Total People	45.8%	38.9%	15.4%

Source Programming: TVMAP VOZ Program Analyser, OzTAM VOZ © 2025, 1/1/2025 - 23/06/2025 v STLY, Overnight, 9News M-F, A Current Affair, 60 MInutes, Today, Tipping Point Australia, Australian Swimming Trials -Finals, State of Origin, The Great Debate; NRL Season to date, Overnight, 2/03/2025 - 22/06/2025 v STLY; Consolidated 28 as at 24/06 Married at First Sight, Big Miracles, Unbreakable: The Jelena Dokic Story, Dangerous Lies: Unmasking Belle Gibson, Travel Guides, The Hundred, The Floor, Lego Masters, Australian Crime Stories, 27/01/2025 - 23/06/2025 v STLY, Australia’s Most Identical (24/06/2025 -25/06/2025), National, Average Audience, Cume Reach (C28 or Overnight all programming excluding MAFS When Watched as at 5/05/2025), Total TV, including Spill.

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.

Impact Over Impressions: The Olympic Multiplier

Anne Gruber,
Director of Content Partnerships - Sport, Olympic & Paralympic Games

In an era of skippable ads, fractured feeds and declining attention, the Olympics remains one of the last true moments of national attention at scale. And in the face of digital distraction, it’s delivering a rare – and proven - multiplier effect for mid-funnel brand outcomes. This isn’t marketing folklore. It’s Nine’s data-backed reality.

So the question for advertisers isn’t “should we show up”.

It’s: “can we afford not to?”

The Data Is In: The Olympic Effect Is Real

"By comparing performance across our entire sport and entertainment portfolio, the results were clear: The Olympic Games consistently outperforms, with up to 3x uplift in mid-funnel metrics like top-box consideration/preference, message agreement and brand relevance. It’s a measurable movement where it matters most, in brand meaning, preference and future action."

Beyond the Numbers: A Movement, Not Just a Media Buy

"The Olympics is a cultural lightning rod. What makes it so powerful is a rare overlap of heightened emotional states and deep national identification – a space where neuroscience meets narrative. This is active viewing, it’s personal, it’s the collective anticipation, the goosebumps in a photo finish, the lump in your throat during the anthem. And when audiences feel more deeply, brands that are present in those moments don’t just land, they last."

Why It Works: Emotion, Identity and Unmatched Cultural Gravity

Neurological supercharge: The science of emotional attention

"Olympic moments live in a different part of the brain. The drama of competition, the raw displays of human endeavour, the suspense of a close finish and the sheer joy or heartbreak of victory – these elicit powerful physiological and psychological responses. In such moments, cognitive defences soften and brand message lands deeper. People aren’t simply watching, they’re feeling. And when they feel, they remember. Brands that show up in this context aren’t intrusions; they’re participants in a shared emotional experience."

Cultural currency: One of the last truly shared national experiences

"In a fragmented world, the Olympics stands as one of the few true "event moments" left in media. It's a unifying cultural phenomenon that transcends demographics, social divides and even typical media consumption habits. For Australians, our deep-seated love of sport and fervent national pride imbues the Games with an almost sacred quality. We gather as a nation, collectively holding our breath, cheering our heroes and celebrating our shared identity. When brands align with that moment it earns cultural relevance that money can’t buy. It enters the national conversation not as an advertiser, but as an ally."

The Creative Imperative: Don’t Just Show Up, Show Heart

"In a uniquely high-receptivity environment, advertisers must fundamentally shift their approach from transactional messaging to emotive storytelling and value-driven communication."

"With the Olympics, the rules are different." moment. Creative must feel seamlessly aligned and tailored to the Olympic spirit. This means understanding the nuances – the specific sports, the athlete narratives, and the national mood.

Creative strategy must:

Lead with emotion: Inspire, move and uplift with messaging that goes beyond functional. Brands like Qantas with its "Already Proud" campaign exemplify this, connecting with the journey and sacrifice of athletes rather than just their destination.

Embrace narrative: Whether it’s in six seconds or sixty, narrative matters. Tie your brand to themes of sacrifice, ambition, unity or resilience to truly win.

Show your values: Authentically integrate your story, don’t just badge-slap. Connect brand purpose to athlete stories or cultural context in a way that feels earned.

Read the room: Be true and stay relevant to the moment. Creative must feel seamlessly aligned and tailored to the Olympic spirit. This means understanding the nuances – the specific sports, the athlete narratives, and the national mood.

The Underestimated Power Play: Reaching 18-39s With Authenticity

"The 18-39s are notoriously elusive in today's media landscape. But younger audiences aren’t unreachable – they're just resistant to generic, traditional advertising. The Olympics breaks that resistance because it delivers what they crave: authenticity, emotion, cultural heat and a collective conversation."

"While some may consume highlights on social media, the allure of live, shared national moments still holds an immense power. Smart brands are taking bolder risks in building short-form, authentic and shareable content within the Olympic narrative, leveraging athlete influencers and creators with natural alignment."

"This is not about repurposing TVCs for TikTok. It’s about becoming part of the cultural moment younger audiences are actively shaping. The Olympics is a platform for brand building with a capital ‘B’ for younger audiences, driving relevance and tapping directly into the zeitgeist."

Hamish Turner - Executive Director 9Network & 9Now

"The Olympics transcends sport; it's a cultural movement that sets the pulse of the nation. In a world of infinite choice, the Games cut through, delivering unparalleled reach and a profound, shared experience. Brands that understand this become part of the cultural fabric, earning unmatched engagement."  

Stewart Gurney – Director of Strategy and Effectiveness, Nine

 "The Olympics multiplier effect is undeniable. The broadcast offers advertisers a rare opportunity to supercharge brand equity and maximise mid-funnel metrics like nothing else. The heightened state of emotional arousal that viewers are in when they watch the Games means they are more responsive to brand messages. At a time when mass reaching, emotionally charged, cultural relevant, brand-building moments are disappearing, the Olympics gives marketers a rare chance to be unforgettable.”

The Closing Ceremony: Brand Building’s Biggest Missed Opportunity?

Advertising in the Olympics isn't just about moving product – it’s about building long-term meaning. We’ve seen the briefs, campaigns, and case studies, and the brands that get cut-through aren’t the ones that merely ‘show up’ – they’re the ones that show us who they are.

These brands embed themselves in the Games. They become part of the highs, the heartbreaks. Their creative doesn’t just say ‘we’re here’ it says, ‘we believe in what this moment represents’. And it works. Because in a world drowning in transactional noise, audiences reward brands that take a stand, show heart and act with intent. Done well, Olympic campaigns shift perception, build emotional equity and earn trust that outlasts the medal count.

In a market saturated with noise and novelty, the Olympics delivers attention with meaning. It’s one of the few remaining moments where millions of Australians feel the same thing, at the same time – and brands have a front-row seat. But that window doesn’t stay open for long. The real risk isn’t overspending; it’s missing out on the chance to be part of something bigger. To anchor your brand inside a national story and trade impressions for impact. In an era where cultural relevance is the most valuable currency a brand can hold, the Olympics is one of the last platforms that can truly deliver it – fact.

Find out more

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

Leading the Charge: The Spirit of the Winter Olympics

Alisa Camplin,
Chef de Mission

As Australia's Chef de Mission for the Winter Olympics, Alisa Camplin leads the national team with a deep understanding of what it takes to compete at the highest level. Her role is to ensure athletes and officials have everything they need to thrive, fostering a united, high-performing culture both on and off the field of play. Alisa is passionate about the Olympic spirit, dedicated to supporting every individual, and navigating challenges with agility to inspire the team to achieve their best.

Leading the Charge: The Spirit of the Winter Olympics

"As Chef de Mission, my primary role is to ensure our Australian athletes and officials have absolutely everything they need to be at their best at the Winter Olympics – both on and off the field of play. It's about bringing together a diverse group of talented individuals – athletes, coaches, medics, and support staff – to form one united, high-performing team. Our winter sport community already has an incredibly special spirit, and we're working hard to ensure our 'home away from home' in Milano Cortina allows that magical essence to truly uplift everyone. When people feel supported and cared for, they can do amazing things. Part of my role is also to swiftly and calmly tackle any challenges that arise, always seeking to be more agile and adaptive than our competitors, both mentally and practically."

Uniting the World: A Global Convergence

"The Winter Olympics are an incredible coming-together of humanity, where athletes from nearly 100 nations connect through the universal language of sport. Amidst the snow and often brutal conditions, you witness these amazing moments of respect, solidarity, and celebration – not just between teammates, but among competitors from all different nations. Whether you’re in Milano Cortina or cheering from home, you’re part of something truly bigger. For our Aussie winter athletes, it's a special chance to show the world we’re a force to be reckoned with, incredibly proud to represent everyone back home."

Pushing the Limits: Australia’s Sporting Legacy

"The Winter Games have always been about pushing limits – of sport, of changing conditions, and of what people think is possible – against the breathtaking backdrop of imposing Alpine beauty. There’s a rich history of innovation and bravery, blended with adrenaline and tradition, mixed with the sheer wonder of snowfall and blizzards. From our first Winter Olympian in 1924 to the team of around 60 Australians heading to Milano Cortina, our Winter Olympians are an indelible part of Australia’s sporting and cultural story. I vividly remember Kristie Marshall inspiring me back in 1994, sparking my own Winter Olympic dream. We won our first medal at those Games, and we’ve continued to win more and more in every Winter Olympics since."

Milano Cortina: A Spectacular Stage

"Milano Cortina is set to be an incredible host. We'll see around 2900 athletes from 93 nations compete across 16 disciplines in what will be the most geographically spread Winter Olympics ever. From figure skaters in Milan to alpine skiers in Cortina, and our freestyle athletes in Livigno – it’s a vast, stunning stage. We know the Italian communities will deliver an amazing welcome for the world."

Beyond the Medals: The Olympic Ethos

"At its heart, the Olympic Movement celebrates excellence, friendship, and respect. Being an Olympian isn't just about those moments racing on ice or holding an edge on a ski slope. It’s an ethos, a deep commitment to years of training, resilience, and teamwork when the world isn't watching. It’s about seeking personal improvement every single day. The Games are a celebration of this spirit, a chance for athletes to share their dreams, hard work, courage, and desire for personal growth with the world. They show what's truly possible when we strive to be our best, individually and collectively. I genuinely can't wait for Australia to get to know our Winter Olympic Team and be deeply moved by who they are, what they do, and how they do it. "

A Golden Opportunity: Engaging a Captivated Audience

This coming-together of humanity, built on shared values and unparalleled human endeavour, creates an environment unlike any other for brands. During these kinds of special global events, audiences are not just watching; they are deeply engaged, emotionally invested, and highly attuned to content and advertising alike. From the Opening and Closing Ceremonies, to stories of sportsmanship and national victories, it’s an exceptionally good time to reach large audiences who are deeply engaged and captivated by the emergence of next-generation athletes and new sports.

Aligned with the enduring spirit of the Olympic movement, the Winter Games offer brands a golden opportunity to connect authentically, inspire admiration, and forge lasting bonds in a truly unique and impactful way across television, print, digital and interactive content.

Find out more

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

Category: General

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

Entertainment. Action. Adrenaline: Milano Cortina 2026

Consumer Pulse August 2025

August 2025

Inside this month’s Consumer Pulse dip

Mood of the Nation

The national mood

Dominant mood indicators

Purchase Consideration

Shifting spending priorities

Conversation Starters

Want to know more?

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

Married at First Sight: Expert Insights – Amelia Goode, National Strategy & Effectiveness Manager, & Stewart Gurney, Director of Strategy & Effectiveness

Secret Recipe Revealed

9Now: Australia’s Number 1 BVOD Platform

Consumer Pulse July 2025

July 2025

Inside this month’s Consumer Pulse dip

Mood of the Nation

The national mood

Dominant mood indicators

Conversation Starters

Want to know more?

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

State of the Nation with Tory Maguire, Managing Director, Publishing

Nine’s Half-Year Ratings 2025

Source: OzTAM VOZ © 2025, When Watched, 01/01/25-29/06/25, Comm Share, 0200-2600, National, BVOD only (incl. spill).

For more information

Impact Over Impressions: The Olympic Multiplier

Leading the Charge: The Spirit of the Winter Olympics

Sign up to our newsletter.