WHAT'S HOT AND WHAT'S NOT
June 2025
The national mood is improving; Labor and Greens voters show financial optimism; Free-to-air TV and Web/search engines lead media consumption; Shared TV screens help people unwind and relax are all fuelling opinions and conversations this month.
6-9 June, 2025
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood continues to improve in June 2025, back to a higher net positive mood. Australians are feeling more relaxed and calmer in the current times. Overall, net positive emotions are ahead of negative emotions.
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Dominant mood indicators
The top 10 dominant moods are a mix of positive and negative emotions. The top 5 feelings are positive, with relaxed, calm, hopeful, optimistic and safe topping the list this month. Feeling anxious and frustrated are the 6th and 7th most dominant moods this month.
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Conversation Starters
Financial Optimism
believe their household financial situation will be just about the same as now in a year
Labor and Greens voters show financial optimism
Among Nine’s audience, 45% believe their household financial situation will be just about the same as now in a year. Meanwhile, 18% believe they will be better off financially in a year from now, while 32% predict being worse off.
Interestingly, 24% of those who voted Labor or Greens in the 2025 Federal Election expect to be better off financially in a year, compared to 19% of National voters and just 13% of Liberal voters. Conversely, around 40% of Liberal and Nationals voters think their financial situation will be worse in a year.
BRAND CONSIDERATION
Brand should focus on messaging that balances aspirational goals with reassuring stability.
Media Consumption
have consumed free-to-air TV in the past month
Free-to-air TV and Web/search engines lead media consumption
Overall, the top media consumed by Nine’s audiences in the past month are free-to-air TV (83%), browsing web/search engines (83%) and TV Streaming services (74%).
Over-45s have a higher consumption of free-to-air TV (86% vs. 68% for Under-45s) and listening to radio (72% vs. 54%). Conversely, Under-45s show a higher engagement on social media (75% vs. 59%).
Female audiences also show a higher social media use (68% vs. 56% for male), while male audiences reported a higher engagement with digital news sites (74% vs. 63% for females).
BRAND CONSIDERATION
Understanding your target demographic will help determine which media channel best resonates with them.
Shared TV
often/regularly watch free-to-air TV or free streaming services via a main, shared TV screen in the household
Shared TV screens help people unwind and relax
Among Nine’s audience, 6 in 10 often/regularly watch free-to-air TV or free streaming services (such as Channel 9 or 9Now) via a main, shared TV screen in the household.
74% believe watching via the main, shared TV screen can help them “unwind and relax”.
Over-45s are more likely to believe a shared TV screen is more relaxed than a smaller screen, with 68% holding this view, compared to 53% of under-45s. However, the trend reverses for social viewing: under-45s enjoy watching TV with family/friends more (64%) than the over-45s (52%).
BRAND CONSIDERATION
Brands can align with the "relax and unwind" mindset by positioning products or services that enhance comfort, leisure, family time, or shared experiences.
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