March 2024

The national mood is on the decline as Australians feel the cost of living. The desire for tertiary education, the most popular radio content, and radio listening times are all fuelling opinions and conversations this month.

Students, friends and group studying with laptop at park outdoors. Education scholarship, learning teamwork and happy people, black man and women with computer for  research at university or college.

1-4 March, 2024

Inside this month’s Consumer Pulse dip

Mood of the Nation

The national mood

The national mood has declined this month with a rise in negative emotions. This change is led by increased feelings of being frustrated and sceptical as well as decreased feelings of being optimistic and encouraged.

Despite this, the top 3 emotions this month were positive ones – with feelings of being relaxed, calm and hopeful.

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Dominant mood indicators

The top 10 dominant moods are an even mix of positive and negative emotions. Countering the top 3 emotions, which were positive, feelings of being frustrated, anxious and stressed remained high in the 4th, 5th and 7th positions of most prominent emotions this month.

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Cost of living

Cost of living: more Australian's feeling the pinch

Less than half of Nine’s audiences are feeling financially comfortable at the moment, which comes at the same time as 21% of Australians are “feeling the pressure” when it comes to their personal finances.

Most are affected by the rising cost of groceries (80%) and utilities (70%), while the rising cost in insurance premiums (66%) and general goods and services (64%) continue to affect Australians.

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Conversation starters


Of Nine's audience under the age of 45 are interested in pursuing tertiary study

4 in 5 people under the age of 45 are doing or plan to begin some type of tertiary study to help with their career. This compares to the general Nine audience, of whom 43% have plans to undertake any type of tertiary education.

Among this under-45 age group we also see that 1 in 5 are either currently studying or planning to do so in the next two years.

A young woman wearing a cap and gown, mixed race Hispanic and Caucasian. She is a university or high school graduate, smiling at the camera.


To align your brand to the under-45 demographic, target educational and career aspirations in your marketing objectives


News updates are

for radio listeners

Among Nine’s radio listening audience, news updates are the content of most interest, with 7 in 10 noting as such while music segments (59%) and interviews with industry experts (49%) are popular across all age groups and genders.

Among the under-45 age groups in Nine’s audience we see higher importance placed on interactive content such as competitions (34%) and listener call ins (39%) than with the over-45 audience.


As 7 in 10 radio listeners value news content, align your brand message with trusted and credible sources to benefit from their loyal listeners. This can in turn have a positive halo effect for your brand

Male radio presenter talking with his guest on radio show or podcast


listening in the car and at home

Among Nine’s audience we can see the most popular times to listen to talk radio are while driving in the morning (71%) and in the afternoon (64%).

However, listening to talk radio at home is still a very popular option, with listening during personal time (55%) and while doing chores (44%) still very popular among Nine’s audience.

Mature woman using car GPS navigation or changing radio music inside her car


To ensure your brand reaches an audience at scale, consider peak times and consumption habits when aligning your media plan


Want to know more?

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