WHAT'S HOT AND WHAT'S NOT
May 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.
17-20 May, 2024
Inside this month’s Consumer Pulse – Sport dip
17-20 May, 2024
Consumer Insights
Platforms Nine audiences engage with for sports content
Close to 9 in 10 of Nine’s audiences (86%) 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, followed by watching on pay-TV or a paid streaming service and listening to the radio.
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 hours and 34 minutes, followed by participating in a sport (3hr 15min) and watching a live game/match in person (2hr 17min). Approximately 2 hours and 10 minutes was spent watching sports on free-to-air TV, up from 2 hours last month.
Sports impact on mood
Watching, reading or listening to sports or sport-related content had an overall positive impact on Nine’s audiences last week, although net positive sentiment was down compared to the previous month, due to a decline in the number of people feeling entertained, connected or relaxed. Conversely, more people were feeling hopeful and optimistic this month.
Top 10 emotions when watching, reading, or listening to sports or sports related content
Conversation Starters
Women's Sport vs. Fan Emotion
more likely to have felt passion, among those who tuned in to watch WSOO Game 1 2024
Women’s State of Origin excites and entertains Australian viewers
Women’s State of Origin ignites feelings of excitement and passion. Among those who tuned in to watch the first Women's State of Origin game of 2024, viewers were 1.4 times more likely to have felt passionate, 1.3 times more likely to have felt excited, and 1.2 times more likely to have felt entertained when watching sports over the past week.
BRAND CONSIDERATIONS
By tapping in to sport fan's heightened emotions through storytelling, brands can forge lasting relationships with audiences, establishing a strong foundation for brand loyalty and generating positive brand association.
Anticipation for Paris 2024
The Paris 2024 Olympic Games is the most anticipated sporting event of 2024. There is a heightened level of excitement that extends across all age groups, with around 7 in 10 of Nine’s audience excited about the upcoming Games.
Additionally, 1 in 2 are excited about the Paralympic Games.
of Nine's audience are excited about the upcoming Games.
Brand Considerations
With a heightened level of excitement that extends across all age groups, brands should consider cross-platform campaigns to ensure brand visibility. Explore Nine's multi-platform media network, engaging audiences with your message at the right time and place.
Popular sports at the olympics
are the most popular Olympic sports that Nine's audience are looking forward to watching at the Games.
Swimming and Athletics are the most popular Olympic sports that Nine’s audience are looking forward to watching at the Games. However, new sports such as Breaking and Skateboarding are generating an interest among people under the age of 35.
BRAND Considerations
For brands wanting to capture the attention of a younger audience, producing innovative content on platforms like TikTok, Instagram and YouTube can help reach the under-35 demographic. Fresh and edgy content around Breaking and Skateboarding, such as athlete spotlights, tutorials, and lifestyle segments may resonate with the culture of these sports.
Olympics vs. Nationalism
believe the Olympic and Paralympic Games bring people together and unite us as a nation
The Olympics fuels nationalism
Along with high levels of excitement and anticipation, Nine audiences are looking forward to revelling in the success of our Aussie athletes during the Paris 2024 Olympic and Paralympic Games, particularly Millennials and Gen Xs. Over 6 in 10 believe the Olympic and Paralympic Games bring people together and unite us as a nation.
BRAND CONSIDERATIONS
Brands can build on the message of community and unity through shared experiences. By promoting viewing parties, community events, and social media campaigns where fans can share their experiences and celebrate together, this can create a sense of communal participation as well as brand awareness.
Source: Nine’s Consumer Pulse - Sports Edition, May 2024 (n=2,098)
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