WHAT'S HOT AND WHAT'S NOT
February 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.
16-19 February, 2024
Inside this month’s Consumer Pulse - Sport dip
16-19 February, 2024
Consumer Insights
Unprompted awareness of major sporting events in the next 12 months
When we asked our Nine audiences if they are aware of any sporting events taking place in 2024, the Paris 2024 Olympic Games received significantly more mentions than any other event. Overall, 3 in 5 spontaneously recalled the Olympic Games, consistently high across all age groups and significantly higher among women.
Sport or sporting event Nine audiences are most excited for in 2024
Along with widespread awareness, 2 in 5 of Nine’s audiences spontaneously mentioned that they are most excited about the Paris 2024 Olympic Games, making it the most anticipated sporting event of 2024. Its popularity extends across all age groups and is significantly higher among women (47%).
Interest in watching sports or sporting events
With five months to go before the Olympic Games begin, 8 in 10 of Nine’s audiences are already showing interest in viewing the Paris Olympics (1 in 2 saying they are “very interested” in watching). Viewing intention is consistently high with both men and women.
Top 5 sporting teams Nine audiences are currently interested in or following
| Top 5 Sporting Teams | Rank | |||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Matildas | 1 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Australian Cricket Team | 2 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Sydney Swans | 3 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Australian Olympic Team | 4 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Collingwood | 5 | |||||||||||||||||||||||||||||||||||||||||||||||||
Top 10 sports personalities/ athletes Nine audiences are currently interested in or following
| Top 10 Athletes | Rank | |||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Sam Kerr | 1 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Pat Cummins | 2 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Alex De Minaur | 3 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Daniel Ricardo | 4 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Steve Smith | 5 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Oscar Piastri | 6 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Alyssa Healy | 7 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Minjee Lee | 8 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Jannik Sinner | 9 | |||||||||||||||||||||||||||||||||||||||||||||||||
| Emma McKeon | 10 | |||||||||||||||||||||||||||||||||||||||||||||||||
Conversation Starters
Consumption Trends
The most common way to consume local sports content is to watch live and on free-to-air TV
Among those who follow any Australian sport or sporting event, 7 in 10 normally watch live and via free-to-air TV, because it is free, convenient and easy. Men are more likely to be consuming sports across a wide range of free and paid platforms, although free-to-air TV is the most common.
Watch live and via free-to-air TV
NOTE: For the best viewing experience on mobile, please view landscape.
Consumer Considerations
‘No cost, convenient, easy.’
– Male, 48
‘Easy access and costs nothing.’
– Male, 65
‘I like watching it live. Free-to-air is the quickest and easiest to access.’
– Male, 45
'I'm not interested in watching catch-up if I already know the result.’
– Female, 48
WATCHING LIVE
Watch international sport content 'live'
Six in 10 tune-in to watch international sports content ‘live’
Among Nine audiences who watch any international sports or sporting events, a significant 6 in 10 tune-in to watch live, even to watch sport not in our time zone (higher among men and people under the age of 45).
CONSUMER CONSIDERATIONS
‘So you can experience the emotion and thrill live’
– Male, 39
‘To get the full substance and excitement’
– Male, 42
‘Exciting to watch things live and not know what's happening.’
– Female, 38
Source: Nine’s Consumer Pulse - Sports Edition, February 2024 (n=4,042)
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