WHAT'S HOT AND WHAT'S NOT
March 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.
15-18 March, 2024
Inside this month’s Consumer Pulse - Sport dip
15-18 March, 2024
Consumer Insights
Top of mind sports/ sporting events taking place in the next four weeks
When we asked our Nine audiences if they are aware of any sports or sporting events taking place in the next four weeks, AFL, NRL and the Australian Formula 1 Grand Prix in Melbourne were top of mind. Awareness was widespread across people of all ages.
Sports or sporting events Nine audiences are most excited about
Along with widespread awareness, excitement levels were equally high for the AFL, NRL and Formula 1 Grand Prix. Other top mentions include Super Rugby, A-League, Cricket, and the US Masters Golf Tournament. There were no notable differences in age cohorts although overall, men were more likely to be excited about any sport or sporting event.
Conversation Starters
Sports fandom
This month we explored
When we asked our Nine audiences if they are a fan of any sport from a complete list of sporting codes, we found that more than 6 in 10 admit to being fans of the AFL, Tennis, and men’s Cricket. However, the degree of fandom for each code varies, with around one-third claiming to be “avid” fans of the AFL whilst Tennis and Cricket have more of a “casual” fanbase.
Additionally, we observed variations across age and gender cohorts. People aged 45 and over are significantly more likely to be avid fans of the AFL and Cricket, while those under 45 are more likely to be casual fans of the AFL and “not at all” fans of Cricket. International sporting codes such as the NBA, Major League Baseball and Major League Soccer have a relatively niche following, although their popularity skews with people under 45.
Finally, men are significantly more likely to be fans of the AFL, NRL, Cricket, and Formula 1, whilst Tennis attracts both men and women equally.
Admit to being fans of the AFL, Tennis, and men’s Cricket
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Brand Considerations
Invest in understanding your audience and where your brand message resonates, ensuring you are targeting the consumer attributes that best align with your marketing goals.
Sports fandom drivers
Is the top reason for sports fandom
Those who have been fans since childhood, are more likely to be avid fans
Unsurprisingly, the top reason for sports fandom is a fundamental love of the game. Fans surveyed also spontaneously cited being a fan because they feel it’s a good representation of their life and lifestyle (for example, supporting Australian sports, supporting their home state team or local team).
Those who find a sport personally enjoyable and entertaining or who are fans of players/ athletes are more likely to be casual fans, while those who have an appreciation for the sport due to participation, as well as those who feel nostalgic towards a sport and have been fans since childhood, are more likely to be avid fans.
BRAND CONSIDERATIONS
Sports fandom is built on emotional connection. Powerful advertising creative that is relevant, captivating and taps into the emotional psyche of the the audience will reap the rewards.
Source: Nine’s Consumer Pulse - Sports Edition, March 2024 (n=2,587)
Multiple touchpoints
Engage with sports they are fans of through multiple touchpoints
The majority of Nine's audience are expressing their fandom through multiple touchpoints.
Of all the ways our Nine audiences engage with sports or athletes, watching games/matches on TV is the most common (85%). But only 1 in 10 are engaging with sports via one touchpoint. The majority (81%) are expressing their fandom through multiple touchpoints.
Aside from watching on TV, 55% are keeping up to date with the latest news via news publications and close to 1 in 2 are watching highlight reels and/or attending games/matches in person.
People under the age of 45 are significantly more likely to be checking or posting to social media in relation to games and/or following sporting teams, athletes, or sporting personalities on social media.
BRAND Considerations
Investing in a cross-platform approach to your marketing strategy will drive stronger reach and impact for your brand.
Brands and fandom
Of Nine’s audiences are more likely to trial or purchase a product if that brand is a sponsor of their favourite sporting team
Brands and Fandom
One in 5 of Nine’s audiences are more likely to trial or purchase a product if that brand is a sponsor of their favourite sporting team (higher among under-45s) and 1 in 6 are more likely to trust a company that sponsors their favourite sporting team.
BRAND CONSIDERATIONS
Consider sponsoring a sporting team that aligns with your brand identity and core values. The authentic connection will resonate with consumers and build brand trust.
Source: Nine’s Consumer Pulse - Sports Edition, March 2024 (n=2,587)
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