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April 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.

Ecstatic crowd sitting in the bleachers of a crowded sports stadium raise their hands up and cheer loudly during a professional soccer match as their favorite home football league takes the lead

19-22 April, 2024

Inside this month’s Consumer Pulse- Sport dip

19-22 April, 2024

Consumer Insights

Platforms Nine audiences engage with for sports content

Over 8 in 10 of Nine’s audiences (84%) 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 (57%), followed by watching or reading content online (43%) and watching on pay TV or a paid streaming service (41%).

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

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 3.5 hours and over-indexed with people aged 50 or older. Approximately 2 hours was spent on average watching sports on free-to-air TV and 2.5 hours on watching a live game/match among those who attended in person (13% of Nine’s audiences).

Sports impact on mood

Watching, reading, or listening to sports or sport-related content had an overall positive impact on Nine audiences last week. 2 in 3 recalled feeling entertained while 2 in 5 felt connected and around one third felt excited and relaxed.

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

Top 10 Emotions %

Conversation Starters

Sports and culture

own a sports jersey of a sporting team or athlete

The significance of merchandise for fans and their families

In addition to watching, reading, or listening to sport-related content, around a third of Nine’s audience own a sports jersey of a sporting team or athlete. This is significantly higher among men (46%), particularly those in their 40s (58%). One third of Nine’s audiences own other merchandise of a sporting team or athlete and 1 in 4 have a membership to a sporting club.

Also, 1 in 5 claim to have influenced other members of their family, such as their partner, child or pet, with merchandise from their favourite sporting team or athlete.


Sporting merchandise serves more than just apparel or accessories; its a tangible expression of identity and connection. Crafting marketing campaigns that not only showcase the products but also emphasise the emotional significance they hold for fans can deepen brand loyalty and foster a sense of belonging within a sports community.

Portrait of young woman watching a cycling jersey in a sport store.

Inclusion and Diversity in Sport

The majority of Nine’s audience support people from multicultural backgrounds (81%) and people with disabilities (75%) participating in professional sports. 1 in 2 support professional women’s sporting codes, significantly higher among men under the age of 40 (59%). Support for transgender and non-binary people participating in professional sports is less widespread (only 28%), although it rises to 44% among women under 40.

support people from multicultural backgrounds participating in professional sports

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

Female football players having fun on training

Brand Considerations

Representing diversity and inclusivity within your brand may not only strengthen connection with your audience but also contribute positively to the broader conversation around diversity in sport. 

Sports and Pop Culture

watched a sporting event mostly for the pre-show or half-time entertainment

Nine audiences under the age of 40 are significantly more likely to admit they enjoy the social aspect of sport more than the sport itself, and overall, 1 in 10 have watched a sporting event mostly for the pre-show or half-time entertainment.

LAS VEGAS, NEVADA - FEBRUARY 11: Usher and Lil Jon perform during the Apple Music Super Bowl LVIII Halftime Show at Allegiant Stadium on February 11, 2024 in Las Vegas, Nevada. The Kansas City Chiefs defeated the San Francisco 49ers 25-22 in overtime. (Photo by Ethan Miller/Getty Images)

BRAND Considerations

Recognise the evolving preferences of younger audiences and look for ways to amplify your brand message through the social and entertainment opportunities beyond the playing field, which in turn will help drive memorable experiences and deeper connections with your audience.

Australian sporting codes abroad

support Australian sporting codes being played or aired internationally along with international sporting codes being aired locally

Young men driving support for Australian sporting codes abroad

Among Nine’s audience, 3 in 4 support Australian sporting codes being played or aired internationally along with international sporting codes being played or aired locally. Support for Australian sporting codes being played or aired internationally rises significantly to 88% among men under 40.


Brands should consider fostering a sense of pride in Australian sports culture. Engaging with audiences, particularly younger men, who exhibit heightened support for Australian codes on the global stage can further solidify the brand's role as a leading advocate for the expansion and celebration of sports beyond borders.

SYDNEY, AUSTRALIA - APRIL 19: Waratahs fans during the Super Rugby Women's Semi Final match between NSW Waratahs and ACT Brumbies at Allianz Stadium on April 19, 2024 in Sydney, Australia. (Photo by Jason McCawley/Getty Images)

Source: Nine’s Consumer Pulse - Sports Edition, April 2024 (n=2,369)


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