Consumer Pulse February 2026

WHAT'S HOT AND WHAT'S NOT

February 2026

The national mood is relatively stable, however net positive emotions has dropped slightly, while net negative emotions remains consistent. Nine's audience are feeling financially secure with 4 in 5 making bigger purchases, particularly discretionary purchases such as holidays and apparel; all fuelling opinions and conversations this month.

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6 February - 9 February, 2026

Inside this month’s Consumer Pulse dip

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Mood of the Nation >

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CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood has remained relatively stable, however there has been a slight drop in positive sentiment while negative sentiment has remained consistent and is still dominant.

While the top 3 moods are calm, relaxed and hopeful, people are also feeling anxious, stressed, and frustrated. The contrast between these suggests that while people are hopeful coming into the new year, they are still feeling concerned and uneasy.

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

Dominant mood indicators

The top 10 dominant moods are an equal mix of positive and negative emotions. The top 3 feelings are positive, with calm, relaxed and hopeful topping the list this month. Negative emotions follow though with anxious, stressed and frustrated the 4th, 5th and 6th positions. The lower half of the top 10 feelings are a mix including optimistic, safe, annoyed and unsure.

This suggests that even as the new year begins that emotional landscape remains consistent with the previous month. A pattern of contradiction remains, as while optimism persists among consumers, anxieties and stresses are sustained from ongoing social and cost of living pressures.

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

Conversation Starters

NATIONAL MOOD BREAKDOWN

of the 45+ age group feel calm and relaxed

While the top 3 feelings overall are positive, this varies by age with those under 45 in Nine’s audience showing stronger negative feelings. Around one third of younger audiences feel anxious (35%) and stressed (29%), and one quarter feel frustrated (22%). However, Nine’s audience over 45 show a higher affinity for positive emotions, with around 1 in 3 feeling relaxed (27%) and calm (27%).

Females within the audience report feelings of positivity coming into the new year, characterised by relaxed (25%), calm (25%) and hopeful (24%). Similarly, males express similar feelings with one third feeling calm and relaxed. However, they are also characterised by feelings of frustration (26%).

An employee demonstrates an AI refrigerator inside the Samsung Electronics Co. Innovation Museum at the company's headquarters in Suwon, South Korea, on Wednesday, July 16, 2025. Samsung is in talks with the likes of OpenAI Inc. and Perplexity AI Inc. to integrate more AI services in upcoming Galaxy devices, seeking a wider range of offerings beyond Google's Gemini. Photographer: SeongJoon Cho/Bloomberg via Getty Images

BRAND CONSIDERATION

Brands should position themselves as problem solvers or stress-reducers. Avoid "toxic positivity." Instead, use empathetic messaging that offers stability, ease, and practical support.

Purchase Considerations

are considering an international holiday

Consumers are showing less financial stress, with 4 in 5 considering making a bigger purchase

While a fifth of Nine’s audience are cutting back on spending due to the current high cost of living, consumers are generally showing less financial stress and a higher willingness to consider a major purchase. The top 3 purchases being considered include an international holiday (27%), a domestic holiday (25%) and apparel (23%), highlighting the increase in luxury spending.

This is demonstrated by the slight increase in discretionary spending in comparison to last year, particularly for domestic travel. Investment items that will provide long term benefits have also seen a slight increase with a higher number of consumers considering solar power.

BRAND CONSIDERATION

Brands need to balance high-end aspirational marketing with accessible entry points to avoid alienating the segment still feeling the pinch.

Two young women are preparing for their trip, booking a flight online using a credit card and passport, with a suitcase full of clothes in the background

Luxury Spending

females see apparel as a 'must-have'

Luxury spending remains high, but purchases vary between groups

Under 45 consumers show a willingness to spend, however maintain a level of mindfulness about the high costs, reflected in a preference for a domestic holiday (30%). While those over 45 typically have more financial stability, with 1 in 3 considering an international holiday (27%). Among female consumers, apparel is seen as a ‘must-have’ with 1 in 3 willing to spend on it, while males instead show a preference for an international holiday (30%).

BRAND CONSIDERATION

Brands cannot simply market "luxury" as a monolith; they must align with the specific type of indulgence each segment prioritises.

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November 2025 Data

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State of the Nation with Lauren Sams, Editor, Fin Magazine

Nine Publishing

Independence | stories that matter | commercial with integrity

Lauren Sams - Editor, Fin Magazine

Here at Fin, we create trends, we have influence, and we lead the pack. We think of Fin like a fabulous dinner party, where every guest brings something bold, cool and different to the table. We can’t wait to unpack how your brands can connect with our affluent and influential audiences through the luxury bible pages of Fin magazine this year.

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State of the Nation with Melissa Stevens, Editor, Good Weekend

Nine Publishing

Independence | stories that matter | commercial with integrity

Melissa Stevens - Editor, Good Weekend

Good Weekend is long-form journalism at its best, delivering content with detail and depth to an audience who turn to us for the definitive pieces about the people or issues which are part of the national conversation. In 2026, Good Weekend has debuted a new format with all the crowd favourites returning, plus a brand-new column, Life Lessons, giving sharp and smart solutions to some of the nation’s daily dilemmas.

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The Great Decoupling: Navigating the Post-Click Era of Search

Opinion

The Great Decoupling: Navigating the Post-Click Era of Search

Stephanie Drabble

Director of Digital Product
Commercialisation & Strategy

For decades, the pact between search engines and brands was simple; brands provided the content, search engines provided the clicks. But as we move through 2026, that pact has fundamentally dissolved. We are witnessing "The Great Decoupling" - a phenomenon where search volumes continue to climb, yet referral traffic to brand websites is in a sharp, structural decline. The catalyst? The rapid ascent of Large Language Models (LLMs) and the evolution of search into a conversational, zero-click experience.

From Keywords to Conversations: The Shift in Consumer Intent

The integration of LLMs into platforms like Google (AI Overviews), ChatGPT, and Perplexity has shifted how people seek information, moving from keyword-based search to natural language synthesis.

In this new paradigm, users want to skip the list of websites and land straight on an answer to act upon. LLMs compress the research phase. They summarise, compare, and recommend directly within the interface removing the need for consumers to embark on their own research journey. The consumer consideration set is now being formed before a single brand domain is ever loaded.

The Zero-Click Crisis: Who is Losing the Referral Race?

The impact on brands is stark but nuanced. When LLMs provide a comprehensive summary, the incentive to click through to a source website evaporates. Whilst “traffic erosion” is being experienced across a broad array of categories, it is most significant when users can get the information they’re seeking within the LLM interface. According to BrightEdge analysis, information and utility based searches result in the highest zero-click rate (77-85%) as answers are provided within top-of-page AI summaries.

For example, across some of Nine's publishing brands, including The Sydney Morning Herald and nine.com.au, search referrals have declined between 20 - 30% in the past 12 months as AI overviews provide audiences with an answer they were seeking. Thankfully, for these brands, most of their audience comes direct, with between 70 - 80% of session referrals starting directly with the brands.

This impact is now bleeding into high-consideration categories such as financial services, retail and travel. Categories that have arguably built a much greater reliance on search referrals. The ability for LLMs to consolidate, synthesise and compare offerings will continue to materially disrupt the purchase journey as we’ve known it.

The Path Forward: Brand Saliency, Trust and the Data Advantage

In a world where brands have limited control over seismic shifts occurring within search, where should we focus? What are the strategies that remain consistent, effective and will ultimately benefit how we navigate the changing landscape of customer referral?

1. Invest in Brand Saliency: The Mental Shortcut

In a zero-click world, the only way to guarantee traffic is through direct navigation. When users search for a specific brand rather than a generic category, they bypass the AI’s "recommendation engine" and go straight to the source.

Recent research from Nine and Kantar shows that brands excluding TV from their mix risk missing out on an average of 39% more total brand effects. High-reach, high-impact video across 9Now, Stan Sport and HBO Max builds the mental availability that ensures a brand is the one users specifically ask for - both in search bars and of LLMs.

When your search query provides you optionality in its response, you’re always most likely to start with the brand you’ve already heard of. Brands with high saliency are not just the ones consumers will gravitate toward, they are also significantly more likely to be featured in AI Overviews as the "definitive" recommendation.

2. Integration with Trusted Broadcasters & Publishers: The “Trust” Moat

The IAB consistently finds that premium media delivers stronger brand lift and more meaningful attention than non-premium placements. And the payoff is real: a decade of Kantar data shows brands with strong equity generate four times more value share than weaker brands.

High-quality content that drives trust, attention and memory also amplifies the cues AI relies on. By integrating with Nine’s premium ecosystem, advertisers not only reap the advertising outcomes of premium media, they gain access to a "Trust Moat" that AI models prioritise.

While brands face volatility from AI summaries and declining search referrals, Nine is a uniquely stable alternative powered by direct audiences and high-intent environments.

3. Leverage First-Party Data to Build Direct Relationships

The ultimate defence against an algorithmic filter is a direct connection with your customer. Brands, more than ever, need to prioritise collecting consented, relevant data on their consumers and use this to connect with them in trusted, influential environments.

The scale of this advantage at Nine is significant. With 22 million signed-in users across a unified data infrastructure, Nine provides advertisers with a direct line to nearly every Australian adult. This ecosystem allows brands to engage with consumers in a logged-in, deterministic environment and measure the impact.

Know your consumer, know what matters to them and find ways to build familiarity, trust and connection so your brand becomes an active choice.

The New Bottom Line

We are moving from an era of efficiency to an era of effectiveness. To survive The Great Decoupling, marketers must shift their gaze from the bottom of the funnel toward the foundations of brand-building. Stop chasing the click; start building the destination.

Explore the Nine Advantage today

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

Growth Isn’t Guesswork, It’s Total TV

The Growth Project is our commitment to working with advertisers to unequivocally prove the power of Nine media in driving business outcomes.

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Live and On-Demand

Not all video is created equal. At Nine, we’ve proven that context and content matters. Whether Australians are watching Live or On-Demand can fundamentally dictate the outcome for your brand. One is your "fame" and one is your "fortune". When you stop planning for screens and start planning for states of mind, you don't just reach an audience you double your outcomes. Explore more, and talk to us today to master the mix with Nine.

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Nine's MMM early results

"Growth is nuanced, multi-layered and complicated - much harder than lightweight 'easy sell, dollar in, dollar out' ROI metrics", says Kia's General Manager of Marketing, Dean Norbiato. But there are ways to start understanding how to put a better plan together, and optimise with sharper data more rapidly. "And that gives you a much bigger seat at the senior management table."

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With an estimated $4BN of profit being left on table through media under optimisation, it's time to shift the focus from mere efficiency to genuine growth and effectiveness.

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Five levers for growth

Stewart Gurney, Director of Strategy and Effectiveness, Powered by Nine, details how to deploy Total TV as a high-performance growth engine using five evidence-based levers – from prioritising scale over efficiency to building brands that demand pricing power.

How brands score within the sports broadcast

Stewart Gurney, Director of Strategy and Effectiveness, Powered by Nine, explores why the real prize in sports advertising isn’t perimeter signage, but narrative integration.Data shows that fans are three times more likely to consider brands embedded within the broadcast story - such as "Play of the Day" or live performance data - than those relying on standard TV spots alone.By moving from passive exposure to active participation, brands can turn a fan’s emotional high into a measurable commercial gain.

The top 9 reasons Total TV matters for your brand

Live and On-Demand: the powerhouse duo that can double your advertiser outcomes

The magic of video doesn’t happen in the similarities; it happens in the differences. A Live TV moment is very different to an On-Demand TV moment. Nine’s Stewart Gurney, Director of Strategy & Effectiveness and Cathy Newton, Effectiveness and Strategy Lead, unpack the differences between Live and On-Demand, and break down step-by-step how to take advantage of these differences to double brand outcomes.

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Source: Nine Project 2025 Mutinex/ Kantar/ Adgile, Thinkbox Context Effects Study

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Nine’s End of Year Ratings 2025

The 9Network has dominated the metro market in 2025 year-to-date, securing the No. 1 position across all key demographics and Total People.

This success extends nationally, where the 9Network (incorporating both owned and affiliated stations) stands as the No. 1 network across the country, leading all key demographics.

No. 1 network across the country,
leading all key demos

The 9Network also delivered the No. 1 program of the year, with the NRL Grand Final attracting a phenomenal Total TV audience of 4.564 million.

Our audience trajectory continues to climb, with the 9Network delivering a second successive year of audience growth across every key demographic and Total People measure.

This sustained expansion was powerfully driven by the exceptional performance of our tentpole programs, including Married at First Sight, The Block, Tipping Point and the reliability of our News and Current Affairs slate (9News, A Current Affair, and 60 Minutes).

A standout example of this growth is Love Island Australia, which has seen phenomenal year-on-year uplift, recording an 80% increase in Total TV audience and a staggering 104% growth in BVOD consumption.

Crucially, this audience expansion has been shared across all commercial free-to-air networks, underscoring the enduring strength and success of Free-To-Air Television in the modern media landscape.

We’re also proud to be the home of the two highest rating new programs in 2025 - The Floor and The Golden Bachelor.

Furthermore, 9Now reaffirms its leadership as the nation's premier Commercial Free-To-Air (CFTA) BVOD platform, dominating the year with all key demographics and Total People. In 2025, 9Now reached more Australians than any other commercial free-to-air BVOD platform. Each month, an average of 5.4 million Australians tuned into 9Now - an 11.1% increase compared to 2024.

Broadcast Television – Network commercial shares 6pm to midnight - 2025 calendar year (Jan 1 - Nov 26)

	Network	Network	Network
25-54	44.5%	33.3%	22.2%
16-39	47.4%	31.8%	20.8%
GS+CH	42.1%	38.6%	19.4%
Total People	42.1%	38.5%	19.4%

Broadcast Video on Demand commercial shares - 2025 calendar year (Jan 1 - Nov 26)

	Network	Network	Network
25-54	45.0%	39.6%	15.4%
16-39	48.3%	37.4%	14.3%
GS+CH	43.0%	41.0%	16.0%
Total People	43.3%	41.1%	15.6%

Nine is home to the biggest shows
in Australia

No. 1 reality television series - Married at First Sight
No. 2 reality television series - The Block
No. 1 light entertainment series - The Floor
No. 1 metro news bulletin - 9News
No. 1 daily current affairs program - A Current Affair
No. 1 weekly commercial free-to-air current affairs program - 60 Minutes
No. 1 afternoon game show - Tipping Point Australia

Source: TVMAP VOZ Analyser, VOZ Data 5.9 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, 01/01/2025 - 22/11/2025 v STLY, 0200-2559 Average Audience, Total TV, Consolidated 28; TVMAP VOZ Program Analyser, VOZ Data 5.9 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, Seven Content, 10 Content, SBS Content, ABC Content, 01/01/2025 - 22/11/2025, Average Audience, Total People, Total TV, Consolidated 28; Metro 5 city (excl Spill) 9News & Seven News M-F, 01/01/2025 -22/11/2025 v 1/01/2024 - 23/11/2024, overnight.

Hamish Turner, Executive Director of 9Network and 9Now, said:

“We are immensely pleased that Nine has consistently presented Australia’s most essential and culturally resonant content throughout 2025. In an age of disinformation and information overload, the trust and credibility of our News and Current Affairs programming is the vital currency Australians rely on, night after night."

“The unwavering strength of our offering across News, Sport, and Entertainment is the bedrock of our success. Highlighting our unparalleled reach, the NRL Grand Final stood out as the year’s most-watched program, uniting the nation and achieving a staggering Total TV audience of 4.564 million. This key achievement, mirrored across our schedule, proves our capacity to deliver massive, multi-platform moments that resonate deeply with Australian viewers.”

Matt James, Nine’s Chief Sales Officer, said:

“Our strategy is built around carefully curating, producing and distributing premium content to maximise engagement across every screen, guaranteeing viewers effortless access to our content wherever it is consumed. Brands and advertisers want to be part of big cultural moments - and we deliver that from January through to December. As 9Now plays an increasingly important role in the mix for our advertising partners, Nine's core pillars of news, sport and entertainment is delivering a highly engaged audience with proven effectiveness for brands.”

Nine’s highest rating program of the year, and the highest rating program on Australian television, was the 2025 NRL Grand Final which recorded a Total TV audience of 4.564 million. It also ranks as the highest rating NRL Grand Final of all time. It secured a streaming audience of 1.377 million on 9Now, making it the highest rating BVOD event in VOZ history.

Our next highest rating program of the year was Game 3 of the 2025 State of Origin Series, which recorded a Total TV audience of 3.963 million (including 1.004 million on 9Now). Game 1 (Total TV audience of 3.798 million) and Game 2 (Total TV audience of 3.782 million) were the network’s third and fourth highest rating programs of the year. This year’s State of Origin Series recorded an average Total TV audience of 3.846 million and enjoyed year-on-year growth of 23% in BVOD and 13% in Total TV.

The 2025 Women’s State of Origin series recorded a Total TV audience of 1.028 million across the three matches, including 188,000 on 9Now (up 10% year-on-year).

The Australian Open Men’s Final recorded a Total TV average audience of 2.068 million, with a BVOD Audience of 384,000 (up 15% year-on-year).

The Australian Open Women’s Final secured a Total TV average audience of 1.539 million (up 16% year-on-year), with a BVOD Audience of 242,000 (up 44% year-on-year).

The Block - Grand Final is the highest rating non-sports program of the year and recorded a Total TV audience of 2.69 million.

In its 21st season, The Block achieved a Total TV average audience of 1.675 million per episode. An average of 45,000 viewers watched each episode on 9Now. This year’s series of The Block recorded year-on-year growth of 36% in BVOD and 15% in Total TV.

Married at First Sight continues to be the highest rating entertainment show of the year, achieving a Total TV average audience of 2.58 million per episode. An average of 1.042 million viewers watched each episode on 9Now. This year’s series of MAFS recorded year-on-year growth of 30% in BVOD and 17% in Total TV.

The Floor was the highest rating new format launch of the year. It achieved a Total TV average audience of 1.368 million per episode, including a BVOD Audience of 210,000 on 9Now.

Tipping Point Australia dominates as Australia’s No. 1 afternoon game show, recording a Total TV Audience of 753,000 - up 16% year-on-year. The program has secured a daily BVOD Audience of 79,000 - up 67% year-on-year.

Lego Masters achieved a Total TV average audience of 1.095 million per episode - up 2% year-on-year. An average of 182,000 viewers watched each episode on 9Now - up 12% year-on-year.

Travel Guides achieved a Total TV average audience of 1.401 million per episode. An average of 225,000 viewers watched each episode on 9Now - up 6.3% year-on-year.

Love Island Australia is once again a smash hit, averaging 734,000 viewers per episode, of which 576,000 are exclusively on 9Now - up 104% year-on-year. The program consistently ranks as Australia’s No. 1 program with People 16-39.

9News is the No. 1 news bulletin across the 5 City Metro. 9News (M-F) recorded a Total TV Audience of 1.263 million - up 11% year-on-year. Each night, an average of 130,000 viewers stream 9News via 9Now - up 48% year-on-year.

A Current Affair is Australia’s No. 1 daily current affairs program with a Total TV Audience of 1.027 million viewers each night - up 7% year-on-year.

60 Minutes is Australia’s No. 1 weekly commercial free-to-air current affairs program with a Total TV Audience of 873,000 each week - up 10% year-on-year.

Source: OzTAM © 2025, TVMAP VOZ Program Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2025], 01/01/2025-25/11/2025 V STLY, National (Incl Spill), Nine Content, Avg Aud (000s), Total People, Total TV, Broadcast TV, BVOD, Con 28 as at 26/11/2025, Women's AO Final excludes Gem coverage, Tipping Point Aus is calculated average, Love Island Aus YoY % based on overnight

For more information

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.

What 20 Years in Media Taught Me About Surviving Constant Change – Insights from Julia Edwards, Director of Programmatic Sales

Opinion

What 20 Years in Media Taught Me About Surviving Constant Change

Julia Edwards

Director of Programmatic Sales

Two decades in the media industry feels like a monumental journey, yet still a fleeting moment.

In my career I have witnessed a profound transformation from an analog-adjacent world to the instantaneous, digital, and global landscape of today.

As a bridge between the Baby Boomer and the digital-native generations, my experience began at a time when print and TV was gold. When I started in digital media in 2005 at The Guardian in London, digital was a small add-on fee for print ads.

What a contrast that is to Nine now, where our digital assets across the SMH, AFR, 9Now, Stan and HBO Max are the premium crown jewels our business is built around and our future product maps are focused on protecting.

As the Director of Programmatic Sales, my key focus is on developing automated buying solutions. These solutions enable advertisers to access our premium assets using some of the most sophisticated digital and data capabilities available worldwide.

To ensure that I could keep up with the rapid digital evolution of our industry across these two decades and be successful in my various roles, I have had to understand these core lessons.

1. Learn to read a board report and know the basics of EBITDA

For those entering the industry, my first essential lesson is about due diligence and financial literacy. Being able to “follow the money” by reviewing a company’s board reports will help you discern a legitimate business from one that is smoke and mirrors. This knowledge is crucial for job hunting and also for understanding the focus and investment priorities of your current business.

2. Always keep learning and asking questions

The media industry is in a state of perpetual transformation, driven by technological innovation, shifting consumer habits, and evolving business models. To remain relevant and effective, you must adopt a mindset of continuous learning. This means actively seeking out knowledge about new platforms, data analytics techniques, emerging content formats, and the economic forces that shape the industry. Just as crucial as learning is the habit of asking profound, challenging questions. Don’t simply accept the status quo or rely on outdated assumptions. Ask why a particular strategy is working (or failing), how new technology can genuinely serve the audience or your client, and what enduring human truths underpin the latest viral trend. A willingness to question – your own methods, your team’s approach, and the prevailing wisdom of the market – fosters true innovation and ensures that your career does not stagnate alongside yesterday’s headlines.

3. There is never one way to do things

The media landscape, like any complex professional environment, is rarely governed by a single, optimal solution. A foundational truth I have learned is that rigid adherence to a this-is-how-we-do-it philosophy is the quickest path to stagnation. True innovation and successful problem-solving stem from a deep appreciation for diverse perspectives. Making sure you actively try to understand everyone’s point of view and seeing issues from all sides is not merely a soft skill, it is a critical strategy for achieving superior outcomes.

4. Technology moves fast – keep up with the overall trend

While it is impossible and unrealistic to expect yourself to be a deep, technical expert in every single emerging technology, you must strive for a comprehensive awareness of the major shifts. Seek out and listen to a wide range of experts on all trends relevant to your industry, whether those are developments in AI and machine learning, changes in content distribution models (from streaming to micro-platforms), new approaches to data analytics and audience measurement, or foundational shifts in infrastructure like cloud computing. The goal is not to master the code, but to understand the strategic implication: How will this technology change how we create, distribute, and monetise content?

5. The value of disconnecting

While the internet was initially imagined as a space for positive connection, growth and learning, it can often feel overwhelming, excessively fast and distracting: a source of what some call “brain rot” that encourages time-wasting. Genuine digital innovation and solutions won’t emerge from constant engagement with technology. Taking time away is essential; this distance allows for broader, clearer thinking, enabling you to return with fresh perspectives to develop effective digital solutions.

The single most profound lesson I have absorbed from years in a dynamic industry is this: Nothing ever stays the same. This is not a cliché. It is the fundamental, immutable law governing innovation, career progression, and life itself.

Your perspective will change, shaped by new experiences, new mentors, and new failures. The rigid beliefs you hold today will soften or be entirely replaced by more nuanced understandings tomorrow. The technology you use will change at a dizzying pace. WAP sites for me in 2007 meant a very different thing to WAP today. The tools, platforms, programming languages, and interfaces that define your workflow today are destined to become legacy systems. Furthermore, your team will change. Colleagues will move on, organisational structures will be reformed, and new talent will be introduced, bringing with them fresh ideas and different ways of operating.

You must actively find ways to embrace this change. This means cultivating a growth mindset, building resilience against temporary setbacks, and viewing every disruption not as a threat, but as an opportunity for reinvention.

Explore the Nine Advantage today

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

Consumer Pulse November 2025

WHAT'S HOT AND WHAT'S NOT

November 2025

The national mood is recovering, with net positive emotions rising and net negative emotions slightly falling. Nine's audience is split evenly between active users and those who are aware of AI but have never used it, with most active engagement focused on personal tasks: All are fuelling opinions and conversations this month.

Male black employee focusing on AI virtual assistant usage on monitor, solving problem solving tasks with futuristic tech and machine learning. Communication and IT support.

31 October - 3 November, 2025

Inside this month’s Consumer Pulse dip

Mood of the Nation >

Mature man uses a phone while sitting on a cozy sidewalk cafe in summer

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood is recovering from the October downturn, with net positive emotions rising and net negative emotions slightly falling.

This shift has significantly narrowed the gap. While negative emotions still outweigh positive ones, the trend is one of stabilisation and movement toward emotional balance.

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 being relaxed, calm, optimistic and hopeful topping the list this month. Feeling frustrated and anxious are the 5th and 6th positions.

Overall, this pattern confirms the national mindset is stabilising with a positive tilt, demonstrating control despite the continuing high prevalence of challenging emotions.

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

Conversation Starters

NATIONAL MOOD BREAKDOWN

of the 65+ age group feel calm and relaxed

Among Nine’s audience, the 65+ age group displays the highest composure mood

Among Nine’s audience, the 65+ age group displays the highest composure mood, with 35% being calm and relaxed, while the 35-44 age group is the most stressed, with 35% reporting anxiety.

The male audience shows a contradictory state, characterised by higher calm/relaxed feelings (29%) alongside high frustration (29%) compared to females.

Conversely, the female audience reports lower overall frustrations (18%) but is slightly less relaxed (25%) compared to males.

Using technoplogy to have a more practical life

BRAND CONSIDERATION

If your core value proposition is simplification, use that ease to stabilise consumer emotion. Position the product as the reliable relief from daily stress and anxiety.

AI Usage Frequencies

are active users of AI applications

Even split between active users and those who are aware of AI but have never used it

Among Nine’s audience, 41% are active users for AI applications such as OpenAI or ChatGPT, reporting a usage frequency from daily to monthly, with the majority using it multiple times per week. This figure is matched by the 40% who have heard of these applications but have never used them.

Among active users, the under-45 age group are the most frequent, with 22% using these applications multiple times per week. The largest segments of non-users who are already aware of AI are the Female audience (45%) and the over-45 age group (42%).

BRAND CONSIDERATION

For brands who include AI, target the aware non-user. Prioritise simple and personal benefits to unlock adoption among over-45 and female audiences.

London, UK - 05 03 2025: Apple iPhone screen with Artificial Intelligence icons internet AI app application ChatGPT, DeepSeek, Gemini, Copilot, Grok, Claude, etc.

AI Usage by Task Type

of those who use AI are primarily using its application for personal tasks

Most active engagement for AI is focused on personal tasks

Among Nine’s audience who use AI, 44% are primarily using its applications for personal tasks, while 23% are using it solely for work-related tasks and 33% are using it for both.

Personal use is heavily favoured by the 65+ age group (77%). Across all audiences, personal use is also higher among females (49%) than males (40%).

Combined personal and work usage is led by the 45-54 age group (40%), driven largely by males in this cohort, who report a 40% combined usage rate compared to 25% for females.

BRAND CONSIDERATION

Embed AI as a proactive "pocket advisor" in your existing apps. Focus on simple, personalised support for daily tasks to build loyalty among users.

Hand touching virtual customer service icon on laptop screen, representing 24/7 online support, live chat assistance, call center technology, helpdesk systems, and digital client communication.

October Data

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The Unmissable Moment: How Purpose and Performance Unite a Nation

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.

Nine Ad Manager Puts Local Advertisers in Primetime

Opinion

Nine Ad Manager Puts Local Advertisers in Primetime

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

February 2026

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

The Great Decoupling: Navigating the Post-Click Era of Search

From Keywords to Conversations: The Shift in Consumer Intent

The Zero-Click Crisis: Who is Losing the Referral Race?

The Path Forward: Brand Saliency, Trust and the Data Advantage

1. Invest in Brand Saliency: The Mental Shortcut

2. Integration with Trusted Broadcasters & Publishers: The “Trust” Moat

3. Leverage First-Party Data to Build Direct Relationships

The New Bottom Line

Read More From Our Digital Experts

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

The Growth Project is our commitment to working with advertisers to unequivocally prove the power of Nine media in driving business outcomes.

“If growth matters, Total TV is the partner you need.”

Live and On-Demand

Nine's MMM early results

Boost sales and brand equity

Five levers for growth

How brands score within the sports broadcast

The top 9 reasons Total TV matters for your brand

Live and On-Demand: the powerhouse duo that can double your advertiser outcomes

Looking for more inspiration?

Let's grow together!

Source: Nine Project 2025 Mutinex/ Kantar/ Adgile, Thinkbox Context Effects Study

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What 20 Years in Media Taught Me About Surviving Constant Change

Julia Edwards

Two decades in the media industry feels like a monumental journey, yet still a fleeting moment.

1. Learn to read a board report and know the basics of EBITDA

2. Always keep learning and asking questions

3. There is never one way to do things

4. Technology moves fast – keep up with the overall trend

5. The value of disconnecting

Read More From Our Digital Experts

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

November 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

Nine Ad Manager Puts Local Advertisers in Primetime

Todd Fisher

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

Read More From Our Digital Experts

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