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Your home of the Olympics and Paralympics

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.

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.

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.

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.

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

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

Inspiring Australians to challenge themselves for a greater purpose

Informing Australia to challenge itself for a greater purpose

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

Driving the future of humankind forward together

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

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.

Daily coverage

All day coverage hosted by experts

On-demand channels

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

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

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

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.

Consumer Pulse July 2024

WHAT'S HOT AND WHAT'S NOT

July 2024

Despite the national mood continuing to decline, Australians' favourite ways to spend their time include socialising, travelling and streaming. Eating & dining out with friends and how tennis fans engage with their favourite players are all fuelling opinions and conversations this month.

Female and male friends having breakfast in living room at home

5 - 8 July, 2024

Inside this month’s Consumer Pulse dip

Fashionable man relaxing in long grass on a Spring day

Mood of the Nation >

An interracial party of adult friends gathered for dinner is having fun. Forty-year-olds hugging arms on shoulders and laughing together happily, hugging and singing.

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood continues to decline for the second consecutive month, with a drop in people feeling optimistic and encouraged.

Overall, the top 10 emotions are an even mix of positive and negative.

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

Dominant mood indicators

4 of the top 5 emotions were positive, with feelings of being relaxed, calm, hopeful and optimistic topping the list this month. Feelings of being frustrated, anxious and stressed remained high, in the 3rd, 6th and 7th positions of most prominent emotions this month.

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

Conversation Starters

HOW AUSSIES SPEND THEIR TIME

Of Nine's audience included 'seeing their family/friends' when asked to select the top 3 ways they like to spend their time

Socialising, streaming and travel top Australians’ favourite ways to spend their time.

When asked to select the top 3 ways to spend their time Nine’s audience favoured seeing family/friends, with 2 in 5 selecting this option.

Over 1 in 4 also saw high favouritism towards reading, travelling overseas and watching TV/streaming services.

Dining out and participating in sport saw peaks among those under the age of 45 in Nine’s audience.

Multi Generation Family Enjoying Outdoor Summer Drink At Pub

BRAND CONSIDERATION

Develop content that resonates with the audience's desire for social interaction. This could be featuring real families and friends enjoying quality time, collaborating with popular family-friendly venues/events or creating social media challenges where participants share their best family moments.

Popular Social Activities

Of Nine's audience mentioned dining/eating out when asked the activity they typically do with friends

When Nine’s audience was asked to enter the activities they typically do with friends, over 2 in 5 mentioned dining/eating out as a popular choice. Other social activities such as going to the pub, getting drinks, coffee catch-ups and lunch/brunch also showed up as popular choices.

Among those under the age of 45 there were spikes in interest for both watching and playing sport, as well as catching up to watch movies (both at the cinema and at home) and tv shows.

BRAND CONSIDERATION

Offering group dining deals, themed pub nights, promotion tied to sporting events/popular shows and movies can enhance brand engagement.

Group of friends enjoying a meal in a restaurant.

Tennis Fan engagement

Of Nine's audience interested in tennis follows players through social media

1 in 4 of Nine’s audience with an interest in tennis note following players through social media/forums or other social platforms, with the most popular option being to follow the next generation of tennis stars.

This interest is primarily to stay up to date with their matches/schedule while learning more about their daily lives and what helps them reach their level of skill/professionalism.

LONDON, ENGLAND - JULY 11: Carlos Alcaraz of Spain takes photos with fans after a training session on day nine of The Championships Wimbledon 2023 at All England Lawn Tennis and Croquet Club on July 11, 2023 in London, England. (Photo by Patrick Smith/Getty Images)

BRAND CONSIDERATION

Player brand partnerships that include sponsored content or endorsements can increase brand awareness. This can include skill-development tips, product placement, fan contests and virtual meet and greets. Use analytics to tailor content and interactions based on audience preferences and behaviours.

June Data

Explore Hub

GET IN TOUCH

Want to know more?

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

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

Explore our brands

Consumer Pulse Sport June 2024

WHAT'S HOT AND WHAT'S NOT

June 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.

DURBAN, SOUTH AFRICA - JUNE 13: Australia fans show their support prior to the 2010 FIFA World Cup South Africa Group D match between Germany and Australia at Durban Stadium on June 13, 2010 in Durban, South Africa. (Photo by Laurence Griffiths/Getty Images)

14-17 June, 2024

Inside this month’s Consumer Pulse – Sport dip

MCU still photograph with selective focus of a sports fan celebrating a play in a crowd of people at a sporting event.

Consumer Insights >

MELBOURNE, AUSTRALIA - JANUARY 19: Samantha Stosur of Australia talks to interviewer Casey Dellacqua after finishing her last career Womens doubles match with partner Alize Cornet of France on Day 4 of the 2023 Australian Open at Melbourne Park on January 19, 2023 in Melbourne, Australia (Photo by Robert Prange/Getty Images)

CONVERSATION STARTERS >

14-17 June, 2024

Consumer Insights

Platforms Nine audiences engage with for sports content

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 is most common, followed by watching or reading content online, pay-TV/streaming service, or via a dedicated news website/app.

Watching on free-to-air TV saw a slight rise from the month of April to May and has since maintained a clear lead ahead of other content platforms.

Time spent engaging with sports

Among those who engaged with sports in the past week, participating in sports had the highest time spent with an average of 3 hours and 38 minutes (218 total minutes). Watching sports on pay-TV or a paid streaming service came in second, with an average of 3 hours and 14 minutes, followed by watching on free-to-air TV (2 hr 36 min) or attending a live game (2 hr 11min).

Watching on free-to-air TV is the only platform experiencing continuous growth since April 2024.

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 63% (up 4pp from previous month). The Top 10 emotions were all positive, with entertained, happy, informed, excited, and connected topping the list.

Conversation Starters

Young Fans vs. Inclusion

People under 35 are almost 4 times more likely to watch international sporting codes

Under 35s promote diversity and inclusion in sports

Gen Zs and young Millennials are leading the rise in support for women in sport and international sporting codes. People under 35 are almost 4 times more likely to watch international sporting codes such as the NBA and MMA, and twice as likely to watch UFC and boxing. They are also significantly more likely to watch women's sporting codes such as A-league women’s (2X), NRL women’s (1.5X) and women’s State of Origin (1.3X) than the average Australian.

BRAND CONSIDERATIONS

If your brand authentically promotes inclusion and diversity, it should strategically engage Gen Z and young Millennials in its marketing efforts to enhance its brand message.

Group of fans wearing team jerseys celebrating victory during soccer match in stadium

Anticipation for the Paris 2024 Olympic Games peaks with young Australians

8 in 10 Gen Zs and young Millennials are excited about the upcoming Olympic Games, slightly higher than Gen Xers and Boomers (7 in 10). Similarly for the Paralympics, 6 in 10 people under 35 are excited, higher than average (54%).

Gen Zs and young Millennials are excited about the upcoming Olympic Games

Brand Considerations

Given the heightened enthusiasm of Gen Z and Millennials for the upcoming Olympic Games, strategic targeting of these demographics is essential for maximising marketing effectiveness. Their elevated excitement levels suggest greater receptivity to tailored campaigns.

Major sporting events deliver a sense of belonging and inclusion to bring new viewers into sport

Delivered larger than average viewers and followers

Major sporting events such as State of Origin and last week’s international soccer (football) friendlies delivered larger than average viewers and followers than the regularly scheduled NRL match or A-League and English Premier League fixture.

Our survey found the motivation for mostly/only watching major sporting events as opposed to tuning in each week is in partly due to not wanting to invest too much time (for those less committed), given their rare occurrence. There is also a desire and need for belonging and inclusion, whether it be to your state or nation, and an appreciation of knowing you are watching the “best of the best” compete.

“Elite-level players, the best of the best.”

(NSW, 45-64)

“It’s a one-off and historically a good watch.”

(VIC, 45-64)

“I enjoy seeing our national team play.”

(NSW, 18-44)

“State of Origin is my sporting highlight of the year. I bleed Maroon.”

(QLD, 45-64)

MELBOURNE, AUSTRALIA - JUNE 26: Jarome Luai of the Blues reacts after a Maroons mistake during game two of the men's State of Origin series between New South Wales Blues and Queensland Maroons at the Melbourne Cricket Ground on June 26, 2024 in Melbourne, Australia. (Photo by Cameron Spencer/Getty Images)

Brand Considerations

Your brand should tailor a marketing strategy that fosters a sense of belonging and inclusivity to capitalise on the heightened viewership of major sporting events.

Source: Nine’s Consumer Pulse - Sports Edition, June 2024 (n=2,098)

GET IN TOUCH

Want to know more?

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

May Data

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Capturing the Magic of the Olympic and Paralympic Games: Luke McIlveen

Nine Publishing's Commitment to the Games

As the Paris 2024 Olympic and Paralympic Games edge closer, we sat down with Luke Mcllveen, Executive Editor of Nine’s Metro Mastheads, to talk about how Nine Publishing will inform Australia with the most up-to-date news, innovation and information during the Games.

An Unforgettable Olympic Memory

Reflecting on Aussie legend Cathy Freeman, and her unforgettable victory sprint in 2000, Luke said:

“As a young reporter, I had the privilege of being in the stadium when Cathy Freeman stormed home in the 400metre final, at the Sydney Olympics. The roar of the crowd as she turned for home is something I’ll never forget. Cathy’s exhaustion and sheer relief at the finish line, where the weight of a nation was lifted from her shoulders, truly transcended sport. The pressure on her to win was immense. What unfolded that night, in 2000, became not only an iconic moment in Australian sporting history, but a moment with profound cultural significance.”

Bringing Iconic Moments to all of Australia

Featuring a team that has covered a combined total of 29 Olympic and Paralympic Games, and won 60 major awards, the strength of Australia’s most respected mastheads - The Sydney Morning Herald and The Age, along with the Brisbane Times and WAtoday - will ensure the Paris 2024 Olympics are covered like no previous Games.

“For Paris 2024, we are sending Australia’s best team of journalists to capture every pivotal moment of the Olympic and Paralympic Games. Our comprehensive coverage will include rolling updates, insightful articles from top sportswriters, and stunning photos and videos produced by award-winning photographer Eddie Jim. We will be first with breaking news, offering premium interviews, analysis, and features from renowned journalists such as Greg Baum, Chip Le Grand, Michael Chammas, Jordan Baker, and Emma Kemp.”

Innovative Strategies for Audience Engagement

Nine’s strategy is to bring the spectacular Games alive for fans no matter where they choose to engage, Luke said:

“To keep our audiences informed and engaged during the Games, we will provide round-the-clock digital coverage with a strong emphasis on video, leveraging our collaboration with Nine's broadcast team. While Australian athletes will be at the forefront, we also recognise the global appeal of major events like the 100-metre men’s and women’s track finals, ensuring comprehensive coverage that captivates millions.”

Opportunities for Advertisers in a Digital Age

Recognising the shift towards digital media consumption, Nine is leveraging this trend to offer advertisers unparalleled access to a highly engaged audience during the Olympics and Paralympics. Luke said:

“The rise in our digital audiences presents a unique opportunity for advertisers to connect with Australia through Nine's innovative platforms. Our homepages will feature designated Olympics modules as a 24/7 destination for fans, including a full schedule of events, an up-to-the-minute medal tally, and the most captivating video and still images from Paris. Our brilliant writers will provide the best reads, ensuring our loyal digital subscribers stay informed without delay.”

Balancing our Coverage: Catering to Varied Interests

To ensure every viewer’s interest is captured during the Games, Nine is dedicated to delivering a diverse and eclectic coverage.

“Nine has meticulously planned its coverage to ensure expert journalism across a diverse range of events that will inspire Aussies, from swimming to basketball, football, shooting, cycling and athletics,” Luke said. “This approach ensures that the varied interests of our audience are catered to, providing comprehensive and engaging content throughout the Games.”

A Lasting Impact with Editorial Excellence

As the world eagerly anticipates the Olympics and Paralympics, the excitement is palpable. Discussing the unique challenges of Tokyo, Luke says:

"Paris 2024 represents the first true Olympic celebration in eight years. The storylines are already compelling – can Australia dominate the US in the pool? Will the Matildas secure a podium spot after their remarkable World Cup campaign? Who will rank the fastest 100 metre sprinter in the world? Traditional favourites return, and new sports like skateboarding and surfing continue to break barriers and lay new standards. In a year filled with heavy news, Australians are ready to set their alarms and lose themselves in the magic of the Olympics. Nine Publishing is committed to delivering coverage that not only informs but also inspires, leaving a lasting impact on our audience and the nation.”

Golden Opportunity: Engaging a Captivated Audience

Audiences will be watching live sporting events, but more than that, they will be checking the news, reading commentary, and following all other parts of the Olympics and Paralympics that make these events such an exciting experience. From the Opening and Closing Ceremonies, stories of sportsmanship and national victories and losses to the emergence of the next generation of athletes and new sports. During these kinds of special global events, it’s an exceptionally good time to reach large audiences who are deeply engaged and attuned to both the Games and advertising, across print, digital and interactive content.

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

Find out more

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

Consumer Pulse June 2024

WHAT'S HOT AND WHAT'S NOT

June 2024

The national mood is on the decline this month as Australians feel the pinch. The desire for tertiary education and talk radio listening in many different areas are all fuelling opinions and conversations this month.

Woman wearing turban using laptop while sitting with friend in library

31 May - 3 June, 2024

Inside this month’s Consumer Pulse dip

Side view of young Hispanic female with bare shoulders and eyes closed while relaxing and sleeping on red blurred hammock under shade of green trees on sunny day against building

Mood of the Nation >

Shot of a young business man frowning while using a laptop in a modern officee

COST OF LIVING >

Couple, pyjamas and laptop on bed, relax and film to watch, movie and break with partner and smile. People, woman and man with computer, online and subscription for bonding and together in home

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood continues to decline for the second consecutive month with a drop in people feeling optimistic and encouraged.

Overall, the top 10 emotions are an even mix of positive and negative.

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

Dominant mood indicators

Despite the higher net negative emotions, the top 3 emotions are positive with feelings of being calm, relaxed and hopeful topping the list this month. Feelings of being anxious, stressed and frustrated remained high, in the 4th, 5th and 7th positions of most prominent emotions this month.

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 a third of Australians feel like they are "just managing", and 21% "feeling the pressure" when it comes to their personal finances.

Most are currently affected by the rising cost of groceries (81%), utilities (71%) and other goods and services (66%). The rising cost in insurance premiums (67%) has seen the largest year-on-year increase currently affecting most Australians.

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

Conversation Starters

Need for Subscription

Of Nine's audience are cutting back on their spending due to the rising cost of living

Notwithstanding, 1 in 4 consider their subscription to ‘news’ a must-have expense, and 1 in 5 do for a subscription to pay-TV or streaming services.

Family watching tv in the living room at home

BRAND CONSIDERATION

For subscription service providers, introducing flexible models such as lower-cost, ad-supported tiers or customisable plans can cater to those looking to cut back on spending without sacrificing access to your brand's content.

Rise of Podcasts

Of Nine's audience listen to podcasts

Among the Nine audience, 7 in 10 listen to podcasts, with one-third listening weekly or more often. 1 in 4 podcast listeners claim to be listening more often than a year ago. Similarly for streaming radio; 1 in 3 listen at least once a week and 1 in 5 are listening more often versus a year ago.

AM/FM radio and streaming music are the most popular, with around 1 in 2 listening a few times a week or daily.

BRAND CONSIDERATION

With the rise of podcast and streaming listening, brands can enhance user experience by investing in a seamless and intuitive platform across app and website, making it easier for listeners to discover and engage with new content.

Explore our radio brands

Woman listening to music, wear wireless white headphones, using mobile smart phone, chatting in social networks, sitting next to the window, houseplants on windowsill. Life at home. Time to relax.

spending HABITS

Of Nine's audience believe "you are never too old to set another goal"

Negative perceptions of ageing and the limitations that come with getting older are being challenged, with close to 9 in 10 of Nine audiences’ agreeing that “you are never too old to set another goal” and over 7 in 10 believing “my identity is not defined by my age” and “you are only as old as you think”.

Senior people on vacation, looking for direction

BRAND CONSIDERATION

Brands should develop content that resonates and reflects the diverse interests and lifestyles of older audiences. The 'Super Consumers' are a prosperous target audience as they are engaged, loyal and have the disposable income to invest in products and services that enhance their quality of life.

Explore 'Super Consumers'

May Data

Explore Hub

GET IN TOUCH

Want to know more?

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

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

Explore our brands

Consumer Pulse Sport May 2024

WHAT'S HOT AND WHAT'S NOT

May 2024

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

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

Men and women watching Women's World Cup in team colours

17-20 May, 2024

Inside this month’s Consumer Pulse – Sport dip

Sports fans enjoying match in an unidentifiable stadium.

Consumer Insights >

BRISBANE, AUSTRALIA - MAY 16: Jaime Chapman of New South Wales celebrates after scoring a try during game one of the 2024 Women's State of Origin series between Queensland and New South Wales at Suncorp Stadium on May 16, 2024 in Brisbane, Australia. (Photo by Bradley Kanaris/Getty Images)

CONVERSATION STARTERS >

17-20 May, 2024

Consumer Insights

Platforms Nine audiences engage with for sports content

Close to 9 in 10 of Nine’s audiences (86%) engaged with sports, sports personalities/athletes or sports-related content in the past week. Watching sports-related content on free-to-air TV was the most common method of engagement, followed by watching on pay-TV or a paid streaming service and listening to the radio.

MELBOURNE, AUSTRALIA - AUGUST 16: Fans watch the Australia versus England Women's World Cup match at the Young and Jackson pub on Flinders Street on August 16, 2023 in Melbourne, Australia. The Australian Women's Football Team, known as The Matildas - from the eponymous poem - are set to make history as they appear in a world cup semi-finals on home soil. The team has broken viewership records while earning a broad following. Vast numbers of Australians will watch the historic match on Wednesday. (Photo by Diego Fedele/Getty Images)

Time spent engaging with sport

Among those who engaged with sports in the past week, watching sports on pay-TV or a paid streaming service had the highest time spent, with an average of 3 hours and 34 minutes, followed by participating in a sport (3hr 15min) and watching a live game/match in person (2hr 17min). Approximately 2 hours and 10 minutes was spent watching sports on free-to-air TV, up from 2 hours last month.

Sports impact on mood

Watching, reading or listening to sports or sport-related content had an overall positive impact on Nine’s audiences last week, although net positive sentiment was down compared to the previous month, due to a decline in the number of people feeling entertained, connected or relaxed. Conversely, more people were feeling hopeful and optimistic this month.

Top 10 emotions when watching, reading, or listening to sports or sports related content

Conversation Starters

Women's Sport vs. Fan Emotion

more likely to have felt passion, among those who tuned in to watch WSOO Game 1 2024

Women’s State of Origin excites and entertains Australian viewers

Women’s State of Origin ignites feelings of excitement and passion. Among those who tuned in to watch the first Women's State of Origin game of 2024, viewers were 1.4 times more likely to have felt passionate, 1.3 times more likely to have felt excited, and 1.2 times more likely to have felt entertained when watching sports over the past week.

BRAND CONSIDERATIONS

By tapping in to sport fan's heightened emotions through storytelling, brands can forge lasting relationships with audiences, establishing a strong foundation for brand loyalty and generating positive brand association.

AUCKLAND, NEW ZEALAND - MAY 26: Warriors fans enjoy the atmosphere during the round 12 NRL match between New Zealand Warriors and Dolphins at Go Media Stadium Mt Smart, on May 26, 2024, in Auckland, New Zealand. (Photo by Hannah Peters/Getty Images)

Anticipation for Paris 2024

The Paris 2024 Olympic Games is the most anticipated sporting event of 2024. There is a heightened level of excitement that extends across all age groups, with around 7 in 10 of Nine’s audience excited about the upcoming Games.

Additionally, 1 in 2 are excited about the Paralympic Games.

of Nine's audience are excited about the upcoming Games.

CAEN, FRANCE - MAY 30:
Etienne Carpentier proudly carries the Olympic flame as it reaches its final destination in front of Caen Town Hall, drawing crowds to witness this historic moment during the twentieth leg in the Calvados department, in Caen, Normandy, France, on May 30, 2024.
The 20th Olympic Torch Relay's journey begins at the venerated site of remembrance, Omaha Beach and the D-Day landing beaches, before moving on to Lisieux. It then advances to Cabourg, Dives-sur-Mer, and Houlgate, before reaching Bayeux and Falaise, and finishing in front of the Caen Town Hall. (Photo by Artur Widak/NurPhoto via Getty Images)

Brand Considerations

With a heightened level of excitement that extends across all age groups, brands should consider cross-platform campaigns to ensure brand visibility. Explore Nine's multi-platform media network, engaging audiences with your message at the right time and place.

Explore our brands

Popular sports at the olympics

are the most popular Olympic sports that Nine's audience are looking forward to watching at the Games.

Swimming and Athletics are the most popular Olympic sports that Nine’s audience are looking forward to watching at the Games. However, new sports such as Breaking and Skateboarding are generating an interest among people under the age of 35.

TOKYO, JAPAN - JULY 29: Emma Mckeon of Australia on the podium after winning the gold medal in the Women's 50m Freestyle Final during the Swimming Finals at the Tokyo Aquatic Centre at the Tokyo 2020 Summer Olympic Games on July 29, 2021 in Tokyo, Japan. (Photo by Tim Clayton/Corbis via Getty Images)

BRAND Considerations

For brands wanting to capture the attention of a younger audience, producing innovative content on platforms like TikTok, Instagram and YouTube can help reach the under-35 demographic. Fresh and edgy content around Breaking and Skateboarding, such as athlete spotlights, tutorials, and lifestyle segments may resonate with the culture of these sports.

Olympics vs. Nationalism

believe the Olympic and Paralympic Games bring people together and unite us as a nation

The Olympics fuels nationalism

Along with high levels of excitement and anticipation, Nine audiences are looking forward to revelling in the success of our Aussie athletes during the Paris 2024 Olympic and Paralympic Games, particularly Millennials and Gen Xs. Over 6 in 10 believe the Olympic and Paralympic Games bring people together and unite us as a nation.

BRAND CONSIDERATIONS

Brands can build on the message of community and unity through shared experiences. By promoting viewing parties, community events, and social media campaigns where fans can share their experiences and celebrate together, this can create a sense of communal participation as well as brand awareness.

RIO DE JANEIRO, BRAZIL - AUGUST 07: Australia fans cheer on their team during day two of the Women's rugby 7's at the 2016 Rio Olymics at the Deodora Olympic rugby stadium on August 7, 2016 in Rio de Janeiro, Brazil. (Photo by David Rogers/Getty Images)

Source: Nine’s Consumer Pulse - Sports Edition, May 2024 (n=2,098)

GET IN TOUCH

Want to know more?

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

April Data

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Consumer Pulse May 2024

WHAT'S HOT AND WHAT'S NOT

May 2024

The national mood is on the decline and clothing is the top purchase consideration for the month. The importance of coverage and price when choosing telcos, and providing regular schedules for activities are all fuelling opinions and conversations this month.

Young Asian woman standing outside a boutique looking at window display while shopping in shopping mall. Window shopping. Sale season

3-6 May, 2024

Inside this month’s Consumer Pulse dip

Young woman at home with laptop on desk having a break

Mood of the Nation >

Caucasian women planning trip with map on wooden table

AUSTRALIAN VALUES >

Cheerful clothing store employee scans a customer's loyalty card or credit card at checkout. The woman is shopping with her elementary age daughter.

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood has dipped in May 2024 back to a higher net negative mood. Australians are feeling more annoyed and frustrated in the current times. Overall, net negative emotions are ahead of positive emotions.

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

Dominant mood indicators

The top ten dominant moods are a mix of positive and negative emotions. 4 of the top 5 feelings are positive with feelings of calm, relaxed, hope and optimism up the list this month. Feelings of being frustrated, anxious, stressed, annoyed and overwhelmed are the 3rd, 6th, 7th, 9th and 10th most dominant moods this month.

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

Australian values

Purchase consideration

Clothing is the top purchase consideration for the month (29%) followed by an international holiday (27%), a domestic holiday (20%), gardening (19%) and health-related items (17%). Clothing saw the largest increase since February 2024 among the categories (up 7 percentage points). Overall, purchase consideration across all major purchasing categories is up 3 percentage points from last quarter.

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

Conversation starters

Coverage and Price

Of Nine's audience place high importance on coverage and price when choosing telco providers

Nine’s audience place high importance on coverage and price when choosing telco providers.

Among Nine’s audience, over 4 in 5 note the level of coverage and price as being in the three most important items when choosing a telco service.

Nine’s audience under the age of 45 put added importance on data speeds and the duration of a contract/terms, while those over-55 place added importance on privacy and customer service/support.

Young happy couple reached a successful agreement with their insurance agent on a meeting in the office. Focus is on woman.

BRAND CONSIDERATION

For telco providers, placing emphasis on your brands competitive advantage on coverage and price through tailored messaging will in turn strengthen brand recall and trust with your audience.

Perks and Loyalty Programs

Of the under-45s in Nine’s audience note they would like to see more perks being made available by their telco providers

Nine’s audience want perks from their telco providers, but need more information on what perks/loyalty programs are on offer.

7 in 10 of Nine’s audience under the age of 45 note they would like to see more perks being made available by their telco providers, however only 2 in 5 note being aware of what is offered by their telco provider.

Added awareness of perks/loyalty programs would be valuable to this audience.

BRAND CONSIDERATION

To cater to the high demand for added benefits, telco providers should clearly communicate their perks/loyalty programs. Simple and easy-to-understand messaging is particularly beneficial for the under-45s in Nine's audience.

Business man, happy fist and phone notification email with exciting and good news about work deal. Urban corporate person with happiness, surprise and satisfaction with success for career promotion.

Scheduled activities

Of Nine's audience will have specific days of the week they choose to engage in grocery shopping

Among activities Nine’s audience are most likely to plan specific days for: exercise, grocery shopping and appointment scheduling.

When it comes to grocery shopping, 3 in 4 of Nine’s audience will have specific days of the week they plan to do it, with Saturdays the most popular day.

When to exercise is evenly split among the weekdays with different members of the audience planning a range of specific days they wish to exercise.

Scheduling appointments is most commonly a Monday task among Nine’s audience, with Tuesdays and Fridays tied as the second most popular option.

Young Asian father and her little daughter grocery shopping in supermarket. They are choosing fresh organic bell peppers together along the produce aisle. Fruits and vegetables shopping. Routine grocery shopping. Going green and healthy eating lifestyle

BRAND CONSIDERATION

Brands will need to consider the timing of their marketing efforts that will impact their audience's purchasing decision. A marketing schedule tailored to each stage of the buyer's journey can ensure the brand marketing mix reaches at the opportune moment.

April Data

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Rising Above: Chris Bond’s Paralympic Journey of Inspiration

Chris Bond's Paralympic Journey

As the Paris 2024 Paralympic Games approach, we are inspired by the stories of athletes who have overcome incredible odds to represent Australia on the world stage. Chris Bond, captain of the Steelers Wheelchair Rugby team, shares his journey from an able-bodied Australian to a Paralympic champion. His story is a testament to the unifying and inspiring power of sport.

Growing Up in a Sporting Nation

Chris describes growing up in the 90s in Australia, a sporting nation.

“In my able-bodied youth, my twin brother and I played everything from indoor-soccer and four-square handball to footy to get us through the school day. After the bell we would build jumps and ride our bikes until the streetlights went on. On the weekends it was all about rugby league. We idolised our national teams, gathering around our small box TV with pride as we felt connected to fellow Australians battling it out in their green and gold. Sport was a major part of our lives, keeping us fit, socially connected, and giving us a strong sense of belonging and community."

A Life-changing Diagnosis

Chris’ life took an unexpected turn when he was diagnosed with cancer. Subsequent infections led to the amputation of both legs, his left hand, and all but one finger on his right hand at the age of 19.

"After three years in the hospital system fighting for my life and regaining my independence with my newly acquired disability, I knew that something was missing – my passion for sport. And from there, my eyes were opened to a world of Para-Sport."

Finding Purpose in Wheelchair Rugby

Joining a new community of like-minded people, who had similar life journeys and a shared desire to compete, was the vehicle that drove Chris back to motivation.

"Wheelchair Rugby was the best form of rehab, fitness and therapy for me. It taught me to be grateful for the function I have remaining and gave me hope for the future. It pushed me to do more for myself in everyday life and provided real-world examples of others with severe disabilities achieving what seemed like unattainable milestones."

Determined to pursue his passion, Chris moved from Canberra to Brisbane to start his Paralympic pathway. "I dropped everything I was doing and hit the road with my black lab, at the beginning of a journey that gave me a strong purpose in my new world and reignited my childhood dream."

Becoming a Paralympic Champion

Fast forward over a decade, and Chris Bond is now captain of the Steelers, a two-time Paralympic gold medallist, two-time world champion, father of two, and homeowner living independently on the Sunshine Coast.

"The Paralympic movement has grown tremendously, and we now have the opportunity to consume increasingly impressive Para-sport on free-to-air TV every four years. Australians are now realising that sport is sport, and they love to back the green and gold, regardless of the event. We love a good story of our fellow Aussies having a crack, it’s what unites us."

Uniting through Sport

Chris highlights the growing recognition and inspiration drawn from Paralympic athletes.

"Australians are beginning to get to know our Paralympic athletes and feel inspired by their unique stories in their quest to reach the pinnacle of sport. Nothing has been given, it has all been earned, and that resonates well with the average Australian battler."

Impact on Future Generations

Reflecting on the impact of the Games, Chris says

"I have heard countless stories of kids wanting to be like the Steelers after watching us play - dreaming of one day wearing the green and gold.

Life is full of unexpected challenges. We can’t predict what will happen, how long we’ll live, or what illnesses or injuries might come our way. But seeing a fellow Australian survive a near-death experience, lose their physical abilities, and still smile with determination and purpose is a powerful reminder of the incredible resilience of the human spirit. It shows that no matter the setbacks, we can reset our mindset, set new goals, and achieve our dreams. Life is short, so why wait? Start chasing your dreams now."

Golden opportunity: Creating a lasting legacy

The Paris Games are an opportunity for brands to align with the values of resilience, unity, and inspiration, embodied by our Paralympic athletes. We have never had more access, exposure and connection to the hundreds of individual stories, characters and proud Australian athletes who drive the core message of living a healthier, active and more purposeful life. And the momentum of the Games is set to continue as Australia continues to back ALL athletes, the power of mateship, community and a fair go for all.

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

Find out more

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

Celebrate the Olympic Spirit: Insights from Anna Meares

Insights from Anna Meares

As we approach the Paris 2024 Olympic and Paralympic Games, Nine is proud to celebrate the history, athlete spirit, and impact of the Games. To start a series of conversations, we had the pleasure of speaking with Anna Meares, the Chef de Mission for the Australian Olympic Team. Her insights offer a profound understanding of the cultural chemistry that animates the Olympics, and in turn engages millions of Australians time and again.

Navigating the Games as Chef de Mission

Meares describes her role as Chef de Mission as multi-faceted.

"Firstly, I am in charge of the environment and culture set for our Australian Olympic Team in Paris. I achieve this by building a leadership team around me, including Olympians Mark Knowles, Kaarle McCulloch, Bronwen Knox, Kyle Vander Kuyp, and Ken Wallace. I work with the Australian Olympic Committee to build relationships with member sports, coaches, high-performance staff, presidents and CEOs to understand their needs and create a cohesive Olympic Team."

Anna's passion for the role is evident as she emphasises the honour and pride she feels in leading the team and working with like-minded, motivated individuals.

The timeless appeal of the Olympic Games

"There is great history in the Games," Anna reflects. "It is great because of the people, the stories, the effort, the love, and the unity through common value and purpose."

Anna's personal connection to the Games began as an athlete, and she found the experience addictive. "To be involved beyond my competitive years, given an opportunity to impact the lives of others as they have their moment in the Games and the Australian Olympic Team, is what gets me up every day."

A multi-sensory celebration

Highlighting the multi-dimensional nature of the Games, Anna says they are

"the biggest multi-sport event in the world and are ‘multi’ in so many ways. They celebrate our multicultural world. The Games are truly multi-sensory, multi-emotional, multi-colourful and multi-dimensional. It is where participation and unity combine with high performance in a showcase that comes around just once every four years. It is a celebration, and one that athletes and other participants savour for the rest of their lives."

The making of an Olympic champion

"For those rare few who stand atop the podium, we all know it takes a great deal from themselves, their family, friends and community. They are exceptional.

There is a lot that must go their way and a lot out of their control. What contributes to those who succeed at the Olympics is that despite there being no guarantee of success, they commit and dedicate as much as anyone else, prepare as much as anyone else, and are able to execute across more facets than anyone else on that one day of competition. You do not have to be perfect. You just have to be better on that one day, in that one moment. To have the composure, confidence, and instinct – not just the physical traits. The body is one thing, the heart and the mind are another."

Memories and moments

Anna's first memory of the Olympics is from 1996, at the age of 12, watching the men's 1500m swimming final at Atlanta on televisions in a shopping centre. She recalls weaving through the crowds to get to the front and witness Keirin Perkins win gold for Australia, and Dan Kowalski silver.

"It wasn't the results that I remember as a young girl, but the impact on an enormous group of people who didn't know them, didn't know each other, but were pulled together through their sporting efforts at those Games." This memory underscores the unifying power of the Olympics.

At her first Games in Athens in 2004, just 20 years of age, Anna felt like she was "plucked from watching to now being inside the TV," surrounded by athletes from various disciplines – 150kg weightlifters, four-foot gymnasts, seven-foot basketballers – as she walked through the Olympic village. Her final Games memory is equally vivid, carrying the flag for Australia at the main stadium and being hit by a wave of noise, colour and lights – a memory she will never forget.

Golden opportunity: Creating a lasting legacy

From iconic city attractions, powerful stories, breathtaking athletic performance and ground-breaking sports to pure entertainment, the Games provide an unparalleled opportunity for brands to make their mark in history. Through Nine’s unified content ecosystem, brands have a unique opportunity to create a legacy, make an impact, and be part of a celebration that resonates with 98 per cent of Australia.

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

Find out more

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

9Now: Streaming into a bigger, smarter and faster future

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

For consistency, value and simplicity, trust 9Now

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

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

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

Free streaming TV service in Australia

VOD Program with Married at First Sight

Over

Viewers reached every month

Live streaming growth year-on-year

Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, Seven Content, 10 Content, SBS Content, ABC Content, 01/01/2024 -31/08/2024, Total People, Total Minutes Viewed, Cumulative Reach, BVOD Total, When Watched. Source: OzTAM Live, 01/01/2024 -22/09/2024 v 01/01/2023 -23/09/2023. Metric: Minutes, duration 0+, includes coviewing on Connected TV.

Big TV moments reinvented, right here on Nine

Married at First Sight brings everyone together

Season 11 highlights

Total People reach per episode

+1.8M more than Survivor and Idol combined

of the audience are under 39, with 1 in 8 under 24

Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Total People, Nine Content, 8/04/2024, Cumulative Reach, Married at First Sight, Total TV, When Watched.TVMAP VOZ Ranking Report, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Total People, Nine Content, Seven Content, Ten Content, 8/04/2024 v 3/04/2023, Average Audience, Married at First Sight, excludes encores, Total TV, Overnight. OzTAM LIVE + VOD VPM, Married at First Sight, 29/01/2024 - 08/04/2024, includes co-viewing on connected TV devices.

NRL continues to evolve

Total TV reach opening round

Ever audience on 9Now recorded for an opening match

Total TV reach to date +8.3% year-on-year round 1 - finals week 2

Source: VOZ Data 5.0 © OzTAM Pty Limited [2023]. TVMAP VOZ ANALYSER, NATIONAL, 2022 & 2023 Complete Seasons, 2024 Season to Date, S-S 0200-2559, Network Nine & Affiliates, Total TV, TV, BVOD, Cumulative Reach build by date throughout course of NRL Season, based on Matching "Primary Description records = contains FRIDAY NIGHT NRL GOLDEN, KNOCK OFF, ANZAC DAY FOOTY, NRL LIVE, NRL GRAND FINAL, RUGBY LEAGUE FINAL SERIES, Multiple Demos, When Watched Basis.

Streaming the Olympics and Paralympics was an experience like never before

From the Opening Ceremony of the Olympics through to the Closing Ceremony of the Paralympics, 9Now was the place to be for Paris 2024.

8000+

Hours of live content were available to stream

Olympic Guide metadata for live events

Clear, engaging user experiences that are easy to use and intuitive

Dedicated Olympics channels in Full HD

The highest quality streams that are resilient and consistent across all devices

Users could equally explore, locate, and access all Olympics content. Live and catch-up, via the dynamic homepage

Explore more

Unlock a bigger, smarter, faster streaming partner in 2024

FAST channels and FAST ads

New future focused data products

Unlock the potential of AI

Your home of the Olympics and Paralympics

Non-stop content that audiences cannot get enough of.

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

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

5 weeks of non-stop sport action available exclusively to Channel 9 and 9Now.

Our digital solutions are leading the way

We're entertaining 15 million

authenticated single sign on users

Addressability has been ingrained into 9Now since day one in 2016. This, in combination with owning the largest content digital ecosystem in Australia, delivers the most advanced addressability into Australian living rooms at scale.

Streaming into a bigger, smarter and faster future

Australia's most loved content belongs here

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

Your story could be told to millions of actively engaged streamers, alongside the country’s biggest marketing moments in 2024.

Explore our brands

For consistency, value and simplicity, trust 9Now.

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