Category: General

Consumer Pulse November 2024

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WHAT'S HOT AND WHAT'S NOT

November 2024

The national mood is recovering; international holidays and clothing are top purchase considerations; strong support for $16B student debt reduction plan; parenting and dining out expenses are all fuelling opinions and conversations this month.

Young woman laughing and removing high heel from female friend's leg in 2nd hand vintage retail store

1-4 November, 2024

Inside this month’s Consumer Pulse dip

Woman in her 30's on home visit to parents sitting at table enjoying meal with her parents, smiling and laughing, enjoyment, togetherness, bonding

Mood of the Nation >

Happy female friends having dinner at home together

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood has recovered, having dipped since August 2024, and has returned to a higher net positive mood. Australians are currently feeling more relaxed and calm; overall, net positive emotions exceed negative emotions.

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Dominant mood indicators

The top 10 dominant moods are a mix of positive and negative emotions. The top three feelings are positive; with relaxed, calm and hopeful leading the list this month. Feelings of being anxious and stressed are the fourth and fifth most dominant moods. 

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Purchase Consideration

International holidays top purchase considerations

An international holiday is the top purchase consideration for the month (26%) followed by clothing (25%), gardening (23%) and a domestic holiday (23%). Gardening had the largest increase since August 2024 (up 8 percentage points), likely an effect of Spring. The largest increases since the same time last year were for international holidays (up 4 percentage points) and domestic holidays (up 3 percentage points), signalling Australia’s desire to spend on travel, despite continued cost of living pressures. Overall, purchase consideration on all major categories is up 2 percentage points QoQ and consistent YoY.

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Conversation Starters

Strong support for student debt reduction

support the federal government's plan to wipe $16B from student debt.

Strong support for $16B student debt reduction plan

Our latest poll among readers of The Sydney Morning Herald found that nearly 75% support the federal government’s plan to wipe $16 billion from student debts. Support is particularly strong among the 65 and older cohort, with almost 8 in 10 backing the plan.

Rear view of a group of students going to the high school in the morning on their first day.

BRAND CONSIDERATION

For brands whose purpose aligns with these values, this is an opportunity to authentically champion fairness, opportunity, and education—fostering genuine connections with an audience that prioritises meaningful social impact.

Parenting expenses

Of Nine audiences believe spending under $200 is appropriate for hosting a baby shower.

How we feel about baby showers and other pre-baby expenses

Among Nine’s audience, 5 in 10 believe spending under $200 is appropriate for hosting a baby shower, particularly strong among those aged 45 and older. Of those aged 35-44, 4 in 10 think that spending between $200 and $499 is appropriate for a baby shower.

We’re spending the most on these pre-baby expenses; prams, medical expenses, car seats.

BRAND CONSIDERATION

Brands can consider positioning themselves as a go-to for high-quality, essential pre-baby items, offering reassurance and reliability during a pivotal time in consumers' lives.

Four girlfriends on baby shower party

Dining out expense

Families among those aged 45-54 are cutting back on dining out due to the rising cost of living.

Dining out is the expense most family households are cutting back on at the moment

Family households are cutting back on dining out due to the rising cost of living, particularly among those aged 45-54 (nearly 5 in 10). Expenditure on take-away and home delivery food is also one of the top items for cost cutting.

In contrast, only 10% say they are reducing expenditure on extracurricular activities such as sport, dancing etc.

Happy family eating breakfast while staying in a hotel. Focus is on boy.

BRAND CONSIDERATION

Brands can consider reframing the dining experience. Positioning dining-out promotions or meal kits as cost-effective, family-friendly alternatives. Brands can showcase value without compromising on quality or convenience.

October Data
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Consumer Pulse October 2024

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WHAT'S HOT AND WHAT'S NOT

October 2024

The national mood is on the decline; Australians are valuing health and enjoyment; destination and duration are key when booking a cruise; expedition activities and food/dining options on cruises lead enjoyment are all fueling opinions and conversations this month.

Girl (10-12) leaning on rail of cruise ship, parents in background

4-7 October, 2024

Inside this month’s Consumer Pulse dip

Young male candidate feeling pain in his head while being on a job interview in the office.

Mood of the Nation >

Mature African American couple, standing and leaning on railing on deck of a cruise ship, looking off into the distance.

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood has declined further, returning to the same levels experienced in March 2024, with a higher net negative mood. Australians are feeling more overwhelmed and pessimistic in the current times. Overall, net negative emotions are ahead of positive emotions.

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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. Feelings of being anxious, frustrated and stressed are the 4th, 5th and 6th most dominant moods.

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Australian Values

Health and security become top priority

Nine audiences value their health primarily. The top three values continue to be led by health, enjoying life, and family security when compared to six months ago.  Wishes for national security, true friendship and a spiritual life saw increases compared to 6 months ago, while drops were seen in Nine’s audience looking for self discipline and self respect.

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Conversation Starters

Cruising priorities

Note destination as important when booking a cruise.

Destination and duration are of top importance when cruising

Among Nine’s audience, nearly 4 in 5 note the destination as important when booking a cruise, while 3 in 5 nominated the duration of the cruise. Duration rises particularly in prominence of importance among the 35-44 year old audience. 

The activities available and being family friendly also rise in importance among the 35-44 age group while the over 65s audience place added importance on the size of the cruise ship.

Couple relaxing and drinking wine on deck chairs in an over water bungalow. They are holding the wine glasses

BRAND CONSIDERATION

Targeted offers based on the specific values of each age group can create a more personalised experience. For example; family vacation packages and multi-generational experiences for the 35-44 year olds and luxury, relaxation, and larger ship experiences for the over 65s.

Favourite onboard activities

Enjoy sightseeing activities and food/dining options when being on a cruise ship. 

Cruising people enjoy a vast array of activities onboard 

Among Nine’s audience, the majority enjoy sightseeing activities and food/dining options when being on a cruise ship - with these rate as being the most enjoyed aspects for items across all age groups and genders.

Among other activities the female audience particularly enjoys watching live shows and spa/wellness offerings compared to males while the audience under-45 show higher enjoyment in the pools/poolside areas.

BRAND CONSIDERATION

Brands should consider offering packages or itineraries that allow guests to customize their experience based on their preferences. Such as wellness-focused cruises, adventure and sightseeing tours, or food and dining-themed voyages, to ensure broad appeal across these enjoyment categories.

Couple Playing Shuffleboard on Cruise Ship

Repeat customers

Intent to do another cruise in the future.

Nine’s audience with previous cruising experience intent to return

Among Nine’s audience that have been on a cruise in the past, 7 in 10 intend to do another cruise in the future with the majority of this group planning an international cruise.

Intent to cruise again is highest among those between the ages of 35-54.

Retired couple entering cruise ship after spending time at their stop

BRAND CONSIDERATION

With intent to return high for cruise people, brands should focus on nurturing customer loyalty. Offer exclusive repeat-customer benefits, such as early booking discounts, loyalty rewards, or exclusive onboard experiences for returning guests. Highlight these benefits in targeted communications to encourage repeat bookings.

September Data
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Consumer Pulse September 2024

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WHAT'S HOT AND WHAT'S NOT

September 2024

The national mood is on the decline; more Australians see AI as having a place in their life than those who don’t; people want to preserve traditions; and people find comfort and connection through stories of the past are all fueling opinions and conversations this month.

A senior citizen couple sitting on a couch with a little girl, looking at a photo album.

30 August- 2 September, 2024

Inside this month’s Consumer Pulse dip

Close up portrait of two young girls enjoying a watermelon. Female friends eating a watermelon slice and laughing together.

Mood of the Nation >

Two generations of Muslim girls are hugging while outdoors in a park.

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood has declined to the levels of May 2024, with a higher net negative mood. Australians are feeling more overwhelmed and unsure 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 relaxed, calm, hopeful and optimistic topping the list this month. Feelings of being frustrated, stressed and anxious are the 5th, 6th and 7th most dominant moods.

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

Cost of Living

More Australians are feeling the pinch

Less than half of Nine’s audience are feeling financially comfortable at the moment. This comes at the same time as one-third of Australians feel like they are “just managing”, and 19% are “feeling the pressure” when it comes to their personal finances.

Most are being affected by the rising cost of groceries (78%), utilities (73%) and insurance premiums (66%). The rise in petrol prices (47%) is affecting fewer people than this time last year, with 13% less Australians saying they are affected.

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Conversation Starters

AI's place in society

Agree that they see AI as having a place in their life, with 29% disagreeing.

More of Nine’s audience see AI as having a place in their life than those who do not

The under-45 audience feels most strongly that AI does have a place in their lives, with 1 in 2 agreeing and only 21% disagreeing with this statement. The over-65s are the most likely not to see AI as having a place in their life, with more of this audience disagreeing than agreeing.

Stock image showing a black man’s face looking into a computer screen in an open plan working office. Type is being added to the screen by an Artificial intelligence, AI, chatbot.

BRAND CONSIDERATION

With a significant portion of the younger audience open to AI, brands can confidently experiment with and promote tech-forward products and services in areas like finance, retail, or media. Testing AI-driven innovations, like chatbots or smart assistants, would likely meet a positive reception from this group.

Preserving Tradition

Agree that there are certain traditions and ways of life from the past worth preserving.

Nine’s audience feel there are certain traditions or ways of life from the past that are worth preserving

Among Nine’s audience, the majority (88%) agree that there are certain traditions and ways of life from the past worth preserving.

It is of note that this agreement is consistent across all age groups, with even 88% of those under-35s also holding this belief.

BRAND CONSIDERATION

Leveraging nostalgia in marketing can tap into this widespread sentiment. Whether it's through retro designs, classic brand messaging, or re-introducing beloved products from the past, brands can evoke positive emotions and shared memories, appealing to a wide demographic.

Kid playing video games

Sharing childhood stories

Agree that sharing stories with others from their childhood or youth brings them a sense of comfort and connection.

Nine’s audience feel that sharing stories from their childhood or youth brings a sense of comfort and connection

Among Nine’s audience, 2 in 3 agree that sharing stories with others from their childhood or youth brings them a sense of comfort and connection.

It is of note that the under-45s in Nine’s audience are the most likely to strongly agree with this statement, while the over-65s were the least likely to disagree.

Grandfather and grandson are looking at a photo album in the park. The senior man showing little boy old pictures, reminiscing about his youth.

BRAND CONSIDERATION

Story-driven content invites the audience to reminisce, fostering a sense of community and belonging. This can be achieved through interviews, user-submitted stories or interactive elements.

August Data
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Anchoring in Ultra-Luxury: The landmark partnership bringing Scenic Eclipse II to Sydney Harbour

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"The arrival of Scenic Eclipse 2 in Australia was a significant moment in Scenic's history. Being an Australian founded company with 38 years in this market, it was the first time a ship of ours had sailed in our waters.

With the strong outcomes and results we achieve from this campaign, we'll continue to work with Nine as a trusted partner as we deliver integrated campaigns into the future.”
​
Katherine O'Neill, Director, Scenic Group Global Marketing and Branded Content

Anchoring in Ultra-Luxury: The landmark partnership bringing Scenic Eclipse II to Sydney Harbour​

On Friday, April 19 2024, Scenic Eclipse II, one of The World’s First Discovery Yachts, sailed into Sydney Harbour.​
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This marked a significant milestone for Scenic Luxury Cruises & Tours which was founded in Australia: the first time in their 38-year history that one of their ships has graced Australian waters. But the excitement didn't start there. ​
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A year earlier, Scenic Eclipse featured in a ten-episode docuseries, Maritime Masters: Expedition Antarctica. Filmed by the Warners Bros. Discovery Channel on the ship, it followed Scenic's world-class crew through the most remote destinations on Earth.
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In collaboration with Thump Media, Nine was entrusted by Scenic to deliver a full-funnel, integrated campaign that would bring the Scenic Eclipse II arrival to the Australian market with maximum impact and brand exposure, tied in with the storytelling of their Maritime Masters docuseries. ​
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Key objectives:​

1. Boost consideration and sales conversion amongst the 45+ demographic in Australia. ​

2. Target ultra-high net worth individuals with a high propensity to travel. ​

3. Leverage Scenic’s 15+ year partnership with Nine’s TODAY and Getaway programs.​

Delivering integrated, cross-platform exposure to the event ​

Leveraging the cross-platform ecosystem, Nine were able to position the Scenic Eclipse II front and centre of the editorial cycle across television, digital, print & radio.​

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Addressed brand consideration and mass awareness using Scenic’s longstanding partnerships with Getaway and TODAY.​

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Radio 2GB and The Sydney Morning Herald targeted Sydneysiders and 45+ travel intenders, while The Australian Financial Review targeted ultra-high net worth audiences through digital, print, and bespoke event integrations.​

A Comprehensive Execution​

Planning for the campaign began in November 2022, involving several key phases;

PHASE 1

12 months from arrival and the launch of Maritime Masters​

PHASE 2

6 months from arrival

PHASE 3

6 weeks from arrival

PHASE 4

Arrival day

From 12 to six months prior to arrival, Getaway featured episodes of the Scenic Eclipse sailing around Scotland and Antarctica, setting the stage for its anticipated arrival in Australia. Across Nine’s Digital platforms, targeted display ads directed viewers to Scenic’s website with creative messaging to build hype that “Ultra-luxury cruising is coming to Australia”. ​
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Nine's Publishing delivered a media-first wrap of the AFR Life & Leisure Luxury Cruise gloss edition, plus bespoke event integration within the inaugural AFR About Time Watch Fair, placing Scenic brochures into the hands of affluent attendees and giving guests an exclusive taste of onboard dining with a cocktail offering. ​

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Six weeks before the arrival, TODAY launched dedicated Scenic-branded segments and billboards. Hosts conducted live weather updates onboard Scenic Eclipse II, giving Australian viewers an exclusive look at the ship’s six-star facilities, plus interviews with Scenic crew and their 'Maritime Masters'. The reach extended across social channels, with branded segments and interviews shared on TODAY’s Facebook and Instagram accounts. All the TODAY promotion linked to the "Ultimate Cruise Giveaway", a competition offering a chance to win a Kimberley cruise valued at over $80,000. 2GB joined in with a cruise giveaway, live reads, recorded commercials, and on-air interviews with Scenic’s 'Maritime Masters'.​

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Arrival day was championed by live outside broadcasts of TODAY and 2GB onboard, exclusive Getaway interviews with the 'Masters' and high-impact digital takeovers of the SMH and AFR. The day culminated in an evening event onboard, in collaboration with the AFR, targeting ultra-high net worth individuals. Guests enjoyed a tour of the 6-star Discovery Yacht, a seven-course menu, and exclusive speeches from Scenic's executive team, VP Oceans Hotel Operations and 'Master', Chef Tom Goetter, interviewed by AFR's Jill Dupleix.
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Voyage to Victory: Exceptional results delivering extensive media coverage and capturing new customers​

The Scenic Eclipse II arrival campaign not only delivered on all objectives but soared beyond expectations.

  • 86.8% Sign up Rate: The 2GB activity reached over 507,000 people and the cruise giveaway received strong engagement with over 86% opt-in rate, with the Total Audio campaign delivering +321% ROI against paid media.
  • Up to 0.24% CTR: Across high impact Digital executions, total impressions over delivered by more than 1 million+ reaching a CTR of up to 0.24%.
  • Top 5 Consumer Promotion: The TODAY competition generated over 42,000 entries and delivered within the top five most successful consumer promotions in the program’s history.
  • +$700K Added Value: The Broadcast coverage on TODAY reached a daily national audience of 214,000 and delivered over $700,000AUD of incidental broadcast exposure as added value.
    Source: 2GB and TODAY Campaign Analytics 2024
    ​
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Consumer Pulse Sport August 2024

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WHAT'S HOT AND WHAT'S NOT

August 2024

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

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

PARIS, FRANCE - AUGUST 07: Gold medalist Nina Kennedy of Team Australia reacts after winning in the Women's Pole Vault Final on day twelve of the Olympic Games Paris 2024 at Stade de France on August 07, 2024 in Paris, France. (Photo by Cameron Spencer/Getty Images)

16-19 August, 2024

Inside this month’s Consumer Pulse – Sport dip

Diverse group of men watching soccer match at home and cheering for favorite team.

Consumer Insights >

ATHENS - AUGUST 13: Spectators wave flags during the opening ceremony of the Athens 2004 Summer Olympic Games on August 13, 2004 at the Sports Complex Olympic Stadium in Athens, Greece. (Photo by Robert Laberge/Getty Images)

CONVERSATION STARTERS >

16-19 August, 2024

Consumer Insights

Sport content platforms Nine audiences are engaging with

The 2024 Paris Olympics saw Australians engaging with sports at an all-time high. 9 in 10 of Nine’s audiences engaged with sports, sports personalities/athletes or sports-related content during the second week of the Olympic Games. Watching on free-to-air TV was the most popular platform for sports content, followed by watching/reading content online or on news websites/apps.

Surge in time spent watching sports on FTA TV

Among those who engaged with sports in the past week, time spent watching on free-to-air TV surged to an average of 3 hours, a significant increase of 41 minutes per week, recorded in July. Watching sports on pay-TV/streaming services had the highest time spent but remained stable, with an average of 3 hours 26 minutes. Participating in sports ranked second but was down by 19 minutes. Time spent attending a live game/match in person was also down (14 min) on the previous month.

Sports impact on mood

Engaging with sports or sport-related content had an overall positive impact on Nine’s audiences last week, with a net emotion score of 58%. The Top 10 emotions were all positive, with encouraged seeing the largest increase from the previous month. People aged 45 or over were significantly more likely to feel entertained or relaxed, while the under-45s were slightly more likely to feel stressed.

Conversation Starters

Olympic Games engagement

Of Nine audiences who were following the Olympic Games Paris 2024 claimed to have watched some form of Olympic content

Olympic Games in Paris 2024: Live broadcast leads audience preferences 

Among Nine audiences who were following the Olympic Games Paris 2024, 95% claimed to have watched some form of Olympic content, with 7 in 10 watching the live broadcast and 6 in 10 watching the highlights. More than half (54%) read Olympic content (reading highlights, most popular), while 1 in 3 (34%) listened to content, mostly ppl 55+.

Women were more likely than men to have watched the athlete(s) stories/behind-the-scenes content, read a social media post/meme, or listened to Olympic highlights.

BRAND CONSIDERATIONS

To effectively target women, who are more inclined to engage with athlete stories and behind-the-scenes content, your brand should prioritise these content types.

PARIS, FRANCE - AUGUST 08: Riley Fitzsimmons, Pierre van der Westhuyzen, Jackson Collins and Noah Havard of Team Australia compete during the Men's Kayak Four 500m - Semifinal 1 on day thirteen of the Olympic Games Paris 2024 at Vaires-Sur-Marne Nautical Stadium on August 08, 2024 in Paris, France. (Photo by Justin Setterfield/Getty Images)

Paralympic Excitement

of Nine’s audience are excited for the Paralympic Games Paris 2024

Increased excitement for the Paralympic Games Paris 2024 

6 in 10 of Nine’s audience are excited for the Paralympic Games Paris 2024, up from 49% in May. Over 7 in 10 intend to stay up to date with the Paralympic Games.

Men drinking beer and cheering at game on television

Brand Considerations

Tailor your products and services to align with the Paralympic Games. This will help your brand effectively connect with the growing excitement for the Paralympic Games, foster meaningful engagement, and align itself with the values and spirit of the event.

Most Anticipated Paralympic sport/athlete

Top 10 sports & athletes Nine audiences’ were looking forward to watching compete in the Paralympic Games Paris 2024

Top 10 Sports
1Swimming
2Athletics
3Wheelchair basketball
4Cycling - Track
5Wheelchair rugby
6Wheelchair tennis
7Rowing
8Cycling - Road
9Para canoe
10Para triathlon
Top 10 Athletes
1Madison De Rozario (Wheelchair racer)
2Alexa Leary (Paralympic swimmer)
3Col Pearse (Paralympic swimmer)
4Ahmed Kelly (Paralympic swimmer)
5Curtis McGrath (Paracanoeist)
6Brendan Hall (Paralympic swimmer)
7Ryley Batt (Wheelchair rugby player)
8Grant Patterson (Paralympic swimmer)
9James Turner (Paralympic athlete)
10Angie Ballard (Paralympic athlete)
TOKYO, JAPAN - SEPTEMBER 05: Madison de Rozario fo Team Australia reacts after winning the gold medal in the women's Marathon - T54 on day 12 of the Tokyo 2020 Paralympic Games at Olympic Stadium on September 05, 2021 in Tokyo, Japan. (Photo by Alex Davidson/Getty Images)

Brand Considerations

As Madison De Rozario is the top athlete audiences are eager to see, your brand should reflect her values of resilience, determination and excellence in its messaging. Aligning with her character will enhance your brand’s emotional connection with the audience.

Olympics Advertising

found the ads memorable in one way or another.

Memorable and engaging advertising during the Olympic Games Paris 2024

8 in 10 of those who recall seeing or hearing any advertisement during the Olympic Games, found the ads memorable in one way or another. Ads that were humorous/ light-hearted were most memorable during the Olympic Games (40%), followed by ads that were entertaining (36%), inspiring/ motivating (23%), or emotionally driven, story-telling ads (22%).

Three year old boy eating in front of a television and surprised from what he see

Brand Considerations

Your brand should focus on creating advertisements with a humorous or light-hearted tone, as these were found to be most memorable. Leveraging humour will foster a positive and engaging experience, ensuring your ads capture consumers attention and leave a lasting impression.

Source: Nine’s Consumer Pulse - Sports Edition, August 2024 (n=2,124)

 

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Inside Nine’s Travel Trends Index: Empowering brands with data-driven insights

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Inside Nine's Travel Trends Index: Empowering brands with data-driven insights

In the ever-evolving landscape of travel, understanding the preferences and behaviours of Australian travellers is crucial for delivering content that resonates far and wide. To get to the heart of these insights, Nine recently launched the Aussie Travel Trends Index – a survey meticulously crafted to explore the travel habits and aspirations of Australians.

9Travel Editor, Kristine Tarbert, gives us an in-depth look at how this survey was conducted, the key findings, plus what it means for content creators and marketers alike.  

The method behind the insights

The Aussie Travel Trends Index stems from a robust survey conducted across Nine's diverse audience - spanning TV, digital, print, and radio platforms. Highlighting the breadth of respondents and with a focus on understanding the heartbeat of Australian travel, Kristine explains:  

“With over 1,100 respondents, the survey was carefully weighted to ensure a nationally representative sample of Australians aged 18 and over. We asked a range of questions - everything from spending habits, to favourite travel spots and beaches as well as honeymoon and camping destinations.

The goal was twofold: firstly, to ensure our content aligns with the top interests of our readers, and secondly, to equip our commercial team with data-driven insights to facilitate more informed conversations with our partners. By understanding what excites our audience, we can better serve both their needs and the interests of our advertisers.”

Shaping content with purpose: How insights drive cross-platform synergy

The ability to craft content that resonates on a broad scale, while still being finely tuned to specific audience segments, is a testament to Nine’s cross-platform capabilities. This is especially crucial in today’s media landscape, where delivering tailored content that truly resonates with audiences is key to maintaining high engagement.

“The survey insights are instrumental in shaping the content across Nine's platforms, particularly for 9Travel and the Today Show. By identifying the destinations and types of holidays our audiences are interested in, we can tailor our content to provide them with the inspiration and information they most need and want. 

Whether a detailed guide to a trending destination or tips for planning a perfect camping trip, our content is perfectly aligned with our audience's travel plans.” 

Diverse audiences, unique preferences

The results showcased a clear appetite for travel in Australia, with Eastern Seaboard locations amongst the most popular, and Tasmania a surprise winner across various categories. Delving into the differences between the 9Travel and Today Show audiences, Kristine revealed some fascinating distinctions.

“While there are similarities, each audience has its own unique appetite for travel. 9Travel visitors, for example, showed a greater interest in camping and are willing to spend a bit more on their adventures. Meanwhile, Today Show viewers show a stronger preference for classic destinations like the Gold Coast, especially those under 45. 

Internationally, the USA, Hawaii, and Fiji were popular choices for Today Show viewers, while Europe remained the top choice overall for Nine’s audience.” 

The most significant takeaway

In a challenging economic climate, one thing remains clear: Australians passion for travel is unwavering.

“Despite the current cost of living pressures, travel remains front of mind, and in fact a priority for many. The growth we’ve seen in 9Travel’s audience since we launched in February, having hit over 1 million users in June, is a testament to this. Our ability to stay on top of trends, and truly understand what our readers are interested in is second to none.” 

Leveraging the Travel Trends Index for campaign success

For brands looking to connect more deeply with their target audience, the insights from the Travel Trends Index are a goldmine. Whilst informing Nine’s content strategy across platforms like 9Travel and the Today Show, we can also equip brands with the knowledge needed to craft effective campaigns that truly align with the current travel landscape. Whether it’s tapping into growing interest in domestic travel or aligning with the top international destinations, these insights empower brands to make more informed decisions.

 

Source: Ipsos iris Online Audience Measurement Service July 2024, Age 14+, PC/laptop/smartphone/tablet, Text only, Brand Group, Travel (News Only) Tier 2 Category, Audience (000s), Avg Mins PP, Page Views (000s).

Looking to connect with Nine's travel enthusiasts? We'd love to hear from you.

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Nine’s Digital Impact: Insights from Ben Glover

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Nine's Digital Impact with Ben Glover

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As we approach the start of the Paris 2024 Paralympic Games on August 28, where 160 athletes across 17 sports will write the next chapter in Australia's rich Paralympic history, we spoke with Ben Glover, Nine’s Editor, Wide World of Sports Digital. Glover shared his reflections on the enduring impact of the Olympic and Paralympic Games in connecting to those around us, and the opportunities that lie ahead. 

From Saracens to Fox Sports: Shaping Leadership in Sports Media

Reflecting on the beginning of his career, Glover said:

"Saracens Rugby Club taught me the art of rapid match reporting for digital platforms, an invaluable skill in leading a team that extensively covers live sports. My time at Fox Sports was equally formative, teaching me the importance of creating audience-specific content and using analytical tools to learn from successes and failures. There, I also had great mentors who imparted wisdom on digital strategy and strong leadership".

Preparing for the Olympic and Paralympic Games

Preparing for an event as large as the Games involves meticulous planning. Over the past three months, I’ve led an Olympics subcommittee that meets weekly to strategise and plan our coverage to the nth degree. This includes everything from editorial strategies and content types to daily schedules and staff training to ensure we all have a strong understanding of what’s expected when the Games kick off.

Bringing the Olympic Spirit to Australia

Across the duration of the Olympics, Wide World of Sports drove 22 million page views to Nine.com.au, successfully bringing the excitement and spirit of the Games to Australian audiences through insightful, in-depth analysis and engaging content.

"By leveraging our digital platforms, we've made the Games accessible to all Australians. A strategic decision to appoint an Olympic and Paralympic Games reporter has allowed us to tell the stories of Australia’s athletes – who are they? Where are they from? What makes them great? That’s enabled us to foster emotional connections with our audience, as they get to know the athletes who will be competing on a global stage."

Strategies for Engaging Olympic Fans 

Engaging Australian viewers with Olympic Games content on wwos.com.au has been a focused effort. We've identified the most popular Olympic sports among our audience, such as the mighty Matildas and Australia’s most popular Olympic sport, swimming, and concentrated our coverage on these areas. Comprehensive reporting on lead-up meets, interviews, and feature pieces on the likes of both athletes and coaches have been crucial.

"The emotive stories that emerge from the rigorous qualifying processes in these sports capture the essence of the Olympics—passion, competition, and pushing the limits of human achievement."

We've also tailored the wwos.com.au site look and feel for the Games, ensuring an efficient and customised user experience – one that makes them feel part of a special event.

The Role of Digital

Digital content plays a pivotal role in enhancing Australia’s consumption of both the Olympics and Paralympic Games.

"The sheer volume of events makes digital platforms ideal for comprehensive coverage. Tools like live blogs provide real-time updates on key events and news stories."

Additionally, being both the broadcaster and digital rights holder allows us to integrate short video clips from the field of play into our content, making our platform a destination for fans who want to watch highlights, not just read about it.

A Power that Transcends Sport

Storytelling in sport serves as a catalyst for moments of cultural significance. Whether its uniting a nation through shared victories, or inspiring resilience through athletes' personal triumphs, the strength of the human spirit makes a profound impact on Australian onlookers.

"Sports media has a unique role in uniting people from all walks of life. By highlighting stories of perseverance, teamwork, and excellence, we can inspire and bring people together in a way that transcends sport."

Promoting values of inclusion and diversity through events like the Olympics and Paralympics contributes to a more connected and empathetic world, serving as a reminder of our shared humanity and the incredible potential we have when we come together in the pursuit of common goals. 

The Future of Sports Journalism

The future of sports journalism, particularly for large-scale events like the Olympics and Paralympics, is set to be increasingly digital and interactive. Technologies such as augmented reality will offer immersive experiences, while data-driven journalism will deliver highly personalised content.

"Emphasising inclusivity and representing diverse voices will be crucial for staying relevant in an evolving media landscape."

Anticipation for the Upcoming Paralympics

From both an editorial and personal perspective, I am most excited about uncovering and sharing the untold stories of athletes at the upcoming Paralympics.

"The journey to the Paralympic Games is filled with challenges and triumphs, and we plan to bring these stories to life through engaging visuals and interactive content, ensuring Australians feel connected to every moment."

Paralympians Shine on a Global Stage

"Ensuring that Paralympians are front and center of our Games coverage, alongside their able-bodied counterparts, is a priority for us. Over the next few weeks and beyond, we will use our platform to tell their remarkable stories and expose our audience to their extraordinary commitment to athletic excellence."

Golden Opportunity: Think Digital

The Paris 2024 Olympic Games have propelled record online engagement, as Australians flocked to Nine's digital cross-platform ecosystem. From 9Now and nine.com.au to wwos.com.au to our leading masthead sites (The Sydney Morning Herald, The Age and The Australian Financial Review), Nine’s digital brands offer a unique opportunity to reach vast, engaged audiences. With our 20 million signed-in users and a first-party data set spanning 68 segments and nine Games verticals, there’s no better moment for your brand to connect with Australia and be part of history in the making.

Stay tuned for more insights and stories from the Games as we continue our conversation with those closest to the magic.

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Source: Ipsos Iris Online Audience Measurement Service, 25-31 July - 01-12 Aug 2024, Age 14+, PC/laptop/smartphone/tablet, Website only, Text only, Daily Volumetric data, Total Minutes (000s), Page Views (000s), Visits (000s).

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

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Consumer Pulse August 2024

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WHAT'S HOT AND WHAT'S NOT

August 2024

The national mood is on the rise; clothing and travel are the top purchase considerations; and planned content consumption; education about AI and brand participation in big sales events are all fueling opinions and conversations this month.

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2 - 5 August, 2024

Inside this month’s Consumer Pulse dip

Close up portrait of two young girls enjoying a watermelon. Female friends eating a watermelon slice and laughing together.

Mood of the Nation >

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CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood has improved in August, back to a higher net positive. Australians are feeling more hopeful in the current times. Overall, net positive emotions are ahead of negative emotions.

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

Dominant mood indicators

The top 10 dominant moods are a mix of positive and negative emotions. The top 3 feelings are positive with feelings of relaxed, calm and hopeful topping the list this month. Feelings of being anxious and stressed are the 4th and 6th most dominant moods this month.

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

Purchase Consideration

Personal Values

Clothing is the top purchase consideration for the month (25%), followed by an international holiday (25%), a domestic holiday (21%), health-related items (17%) and gardening (16%). Gardening saw the largest decrease since May 2024 (down 4 percentage points) while the largest increases since the same point last year coming from investments (up 3 percentage points) and mobile tech (up 3 percentage points). Overall, purchase consideration across all major purchasing categories is consistent with the previous quarter and up 1 percentage point from the same time last year.

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

Conversation Starters

PLANNED CONTENT CONSUMPTION

Plan to watch News/ Current Affairs and movies in the next month.

Nine’s audience follow News/Current Affairs while showing high interest in dramas, documentaries, sport and comedies 

Among Nine’s audience, when asked which content they are planning to watch in the next month 57% noted News/Current Affairs and movies, making these the two most popular options.

Over 2 in 5 also showed interest in dramas, documentaries, sport and comedies. Interest in comedies was highest among those under 45, while dramas and sport saw a quite even interest across all age groups.

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BRAND CONSIDERATION

For brands in advertising, tailor your messaging to align with news/current affairs and movies to maximise visibility and relevance.

AI EDUCATION

Would like more education made available to help them use AI tools in their businesss.

Nine’s audience want more education on how AI can help their business

Among Nine’s audience nearly 2 in 5 agree that they would like more education made available to help them use AI tools in their business.

The desire for higher education is highest among those under the age of 45, with nearly 1 in 2 noting such, while 45% of those over the age of 65 do not feel it is applicable to them.

BRAND CONSIDERATION

Develop targeted educational content for those under 45 to appeal to the market and boost customer engagement/ interest.

Cheerful adult man with glasses, taking notes on the conference call.

BRAND PARTICIPATION IN BIG SALES EVENTS

Of Nine's audience agree that there is an expectation on brands to participate in big sales events.

Nine’s audience now expect companies (big or small) to participate in big sales events

Among all of Nine’s audience, nearly 7 in 10 agree that there is now an expectation on all brands to participate in big sales events (such as Black Friday and EOFY sales). This expectation is highest among those under the age of 55.

Overall, disagreement that brands have this expectation placed upon them only sits at 6%, with disagreement remaining low across all age groups and genders.

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BRAND CONSIDERATION

Plan for major sales events with a clear strategy to ensure your brand stands out and maximises impact.

July Data
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GET 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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Consumer Pulse Sport July 2024

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WHAT'S HOT AND WHAT'S NOT

July 2024

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

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

fans of Australia during the Men's Water polo Group B match between Australia and Serbia on Day 4 of the Olympic Games Paris 2024 at Aquatics Centre on July 30, 2024 in Paris, France. (Photo by Marcel ter Bals/DeFodi Images/DeFodi via Getty Images)

19-22 July, 2024

Inside this month’s Consumer Pulse – Sport dip

Friends watching sports on big screen in backyard. Drinking beer and cheering.

Consumer Insights >

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CONVERSATION STARTERS >

19-22 July, 2024

Consumer Insights

Content platforms Nine audiences are engaging with for sport

Over 8 in 10 of Nine’s audiences (85%) engaged with sports, sports personalities/athletes or sports-related content in the past week. Watching on free-to-air TV was the most common platform to access sports content and has seen the largest growth from the previous month (from 57% to 62%). Watching/reading content online or on news websites/apps was also popular with around 2 in 5 of Nine’s audience.

Time spent engaging with sports

Among those who engaged with sports in the past week, participating in sports and watching on pay TV/streaming services had the highest time spent, with an average of 3 hrs and 20 min (200 total minutes). Attending a live sporting event ranked third (2 hrs, 39 min), followed by watching on free-to-air TV (2 hrs, 18 min).

Sports impact on mood

Engaging with sports or sport-related content had an overall positive impact on Nine’s audiences last week, with a net emotion score of 62% (stable from the previous month). The Top 10 emotions were all positive, with entertained, excited, and informed seeing the largest increases from June.

Conversation Starters

Olympic Games excitement

Of Nine's audience spontaneously named the Olympic/Paralympic Games when asked if they were aware of any sporting events taking place in the next four weeks

The rising excitement for the Olympic Games Paris 2024

Awareness was at an all-time high as Australians eagerly anticipated the arrival of the Olympic Games Paris 2024 a week before it commenced. When we asked Nine audiences if they were aware of any sporting events taking place in the next four weeks, over 9 in 10 spontaneously named the Olympic/Paralympic Games (up from 60% in February). Overall, 7 in 10 were excited by the Olympics and were equally interested in staying up to date with the Games (peaking with 18-35-year-olds, 77%).

BRAND CONSIDERATIONS

Real-time updates of the Games with live scores, athlete interviews, and interactive polls will keep audiences engaged. Ensure all digital content is mobile-friendly to cater to younger audiences who follow updates on smartphones.

Young Asian woman using a smartphone as she waits for a tram in Melbourne CBD.

Most Anticipated Olympic Game sport/athlete

Top 10 sports and athletes Nine audiences' were looking forward to watching during Paris 2024

Top 10 Sports
1Swimming (indoor pool / marathon)
2Athletics
3Gymnastics
4Diving
5Rowing
6Cycling - Track
7Football (soccer)
8Basketball
9Tennis
10Hockey
Top 10 Athletes
1Jessica Fox (Australian canoeist)
2Ariarne Titmus (Australian swimmer)
3Kaylee McKeown (Australian swimmer)
4Alex De Minaur (Australian tennis player)
5Mollie O'Callaghan (Australian swimmer)
6Peter Bol (Australian runner)
7Emma McKeon (Australian swimmer)
8Simone Biles (American gymnast)
9Min Woo Lee (Australian golfer)
10Kyle Chalmers (Australian swimmer)
PARIS, FRANCE - JULY 29: Silver Medalist Ariarne Titmus and Gold Medalist Mollie O’Callaghan of Team Australia celebrates after the Medal Ceremony for the Women's 200m Freestyle Final on day three of the Olympic Games Paris 2024 at the Paris La Defense Arena on July 29, 2024 in Paris, France. (Photo by Ian MacNicol/Getty Images)

Brand Considerations

Provide behind-the-scenes access and exclusive content related to the top sports and athletes to create a sense of exclusivity and reward loyal viewers. Identify up-and-coming athletes to partner with can build long term brand affinity and a high potential ROI.

Olympics Viewing

plan to watch the Olympic Games live on Channel 9

Despite the time difference between Australia and France, 8 in 10 of Nine’s audiences planned to watch the broadcast live on Channel 9. Close to 9 in 10 planned to watch highlights the following day (88%), while a third were keen to read news articles (38%) or listen to news updates on the radio (35%). Under 35-year-olds were 2.5 times more likely to catch up via short highlights on social media while the 35-44s were 1.5 times more likely to watch via 9Now.

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Brand Considerations

A multichannel campaign that extends across Nine's cross platform ecosystem will ensure your message is reached by 98% of Australia, 24/7. Develop shareable content such as athlete spotlights and key moments to increase engagement and further your reach. 2024 is only just the beginning of a decade long opportunity your brand can't afford to miss.

Source: Nine’s Consumer Pulse - Sports Edition, July 2024 (n=2,199). Nine total content ecosystem reaches between 90-93% of ALL Australians each month. Nine total media 2024 Olympic and Paralympic Games content platform, including the Road2Paris based on previous major events insights will see that reach increase between 5-8 points across a combined audience of Nines Total TV, Total Audio and Total Publishing, including significant additional signed on 9Now users. (Roy Morgan) 

 

GET IN TOUCH

Want to know more?

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

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June Data
Explore More

Your home of the Olympics and Paralympics

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Connecting Australia through the Olympic and Paralympic movement

Since its very beginning, Nine’s journalists have been telling the story of the modern Olympic movement in the pages of The Sydney Morning Herald and The Age. And through the years, we have continued to amplify the journey of the Olympic and Paralympic Games through our television, audio and publishing channels.

That legacy is important, alongside the role we will play in uniting Australia around the athletes of today and showcasing the heroes of tomorrow. The powerful stories that will connect to every moment of passion and perseverance, every stroke, every jump and every stride, captured for all to see. Since Paris in 2024 through to Brisbane 2032, Nine is your home of the Olympics.

Contact us

Quel spectacle!

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In 2024, Australia’s eyes and ears were on the French capital and Nine’s Wide World of Sports brought them every single moment.

The Olympics and Paralympics in Paris crafted truly captivating events that stopped the nation, where our greatest athletes, alongside a new generation, took the stage across a plethora of sporting events.

Quel spectacle!

In 2024, Australia’s eyes and ears were on the French capital and Nine’s Wide World of Sports brought them every single moment.

The Olympics and Paralympics in Paris crafted truly captivating events that stopped the nation, where our greatest athletes, alongside a new generation, took the stage across a plethora of sporting events.

Paris to Brisbane with Australia's biggest sporting stars

Over the next decade, Nine’s Wide World of Sports will assemble a world-class team of experts and storytellers to continue Australia's Olympic and Paralympic journey and inspire a new generation of fans. Together, they will deliver thousands of hours of content across Nine’s suite of platforms, connecting with sports fans like never before.

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The Games are more than sport

The Olympics are about commitment and sacrifice, the journey and the stories. The inclusiveness and equality, about doing your best and living up to the value of Olympism. It’s about who we are as humans, and how these events contribute to building a peaceful and better world through sport.

Our commitment to five powerful storytelling territories

StorytellingTerritoriesCelebration

Celebrating the legacy and history of the Games, the sports and the athletes

StorytellingTerritoriesInspiring

Inspiring Australians to challenge themselves for a greater purpose

StorytellingTerritoriesInformation

Informing Australia to challenge itself for a greater purpose

StorytellingTerritoriesConnection

Connecting to culture and those around us, now and in the past

StorytellingTerritoriesThe-Future

Driving the future of humankind forward together

Nine delivered a 24/7 main stage, live and on demand

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Nine’s coverage of the Paris 2024 Olympic and Paralympic Games was unmissable, reaching a Total TV audience of over 20 million people. With two 24-hour, fully hosted Free to Air channels, we brought Australia the most extensive coverage of the Games, covering the live action and daily highlight shows. Opening up more opportunities for your brands to get closer to the action.

Australia’s leading BVOD platform, 9Now, became the destination for all Olympic and Paralympic coverage. Athletics, Basketball, Golf, Gymnastics & Volleyball were the top 5 sports streamed, with all coveraege driving a national BVOD reach of 7.5 million and recording 4.4 billion minutes viewed, giving audiences control of how they experience the Games. Every sport, anytime, anywhere.

Source: TVMAP VOZ Analyser, VOZ Data 5.9 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, 24/07/2024 - 12/08/2024 & 28/08/2024 – 9/09/2024, Cumulative Reach, Paralympics 2024, Olympics 2024, Today in Paris, Paralympic Games, Paris 2024, OlympicGames, Total People & Multiple Demos, Total TV, When Watched.​

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Daily coverage

All day coverage hosted by experts

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On-demand channels

40 on-demand channels, each dedicated to a specific sport

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Olympic themed programming

Running right through Nine’s slate, with themed episodes of Australia’s favourite news and entertainment formats

Insight and expertise, from every angle

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For almost two hundred years, Nine’s mastheads have covered sport here in Australia and around the world, telling the stories of every Olympic and Paralympic Games. And in Paris, our content was greater than ever.

Nine’s digital publishing channels, WWOS and 9News mastheads delivered over 200 million minutes of content, 214 million views, and 65 million page views. The go-to for audiences, providing real-time updates through daily live blogs. From breaking news in Paris to in-depth sport analysis, our readers had the latest information at their fingertips across both print and digital platforms throughout the Games.

Source: OzTAM VOZ up to 12/08/2024 (up to 2am research date end), OzTAM VPM upto 12/08/2024 (up to 2am research date end). ​

The Olympics and Paralympics across every media touchpoint, are underpinned by Nine’s leading data infrastucture

Signed in users

Increase media efficiencies

68 targeting segments across 9 verticals

Audience enrichment from

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

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