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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.

Men and women watching Women's World Cup in team colours

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.

MELBOURNE, AUSTRALIA - AUGUST 16: Fans watch the Australia versus England Women's World Cup match at the Young and Jackson pub on Flinders Street on August 16, 2023 in Melbourne, Australia. The Australian Women's Football Team, known as The Matildas - from the eponymous poem - are set to make history as they appear in a world cup semi-finals on home soil. The team has broken viewership records while earning a broad following. Vast numbers of Australians will watch the historic match on Wednesday. (Photo by Diego Fedele/Getty Images)

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.


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.

AUCKLAND, NEW ZEALAND - MAY 26: Warriors fans enjoy the atmosphere during the round 12 NRL match between New Zealand Warriors and Dolphins at Go Media Stadium Mt Smart, on May 26, 2024, in Auckland, New Zealand. (Photo by Hannah Peters/Getty Images)

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. 

Etienne Carpentier proudly carries the Olympic flame as it reaches its final destination in front of Caen Town Hall, drawing crowds to witness this historic moment during the twentieth leg in the Calvados department, in Caen, Normandy, France, on May 30, 2024.
The 20th Olympic Torch Relay's journey begins at the venerated site of remembrance, Omaha Beach and the D-Day landing beaches, before moving on to Lisieux. It then advances to Cabourg, Dives-sur-Mer, and Houlgate, before reaching Bayeux and Falaise, and finishing in front of the Caen Town Hall. (Photo by Artur Widak/NurPhoto via Getty Images)

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.

TOKYO, JAPAN - JULY 29:  Emma Mckeon of Australia on the podium after winning the gold medal in the Women's 50m Freestyle Final during the Swimming Finals at the Tokyo Aquatic Centre at the Tokyo 2020 Summer Olympic Games on July 29, 2021 in Tokyo, Japan. (Photo by Tim Clayton/Corbis via Getty Images)

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.


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.

RIO DE JANEIRO, BRAZIL - AUGUST 07:  Australia fans cheer on their team during day two of the Women's rugby 7's at the 2016 Rio Olymics at the Deodora Olympic rugby stadium on August 7, 2016 in Rio de Janeiro, Brazil.  (Photo by David Rogers/Getty Images)

Source: Nine’s Consumer Pulse - Sports Edition, May 2024 (n=2,098)


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