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Consumer Pulse SPORT

Unpack what’s trending each month

Consumer Pulse – Sports Edition will survey around 2,000 national respondents spanning Nine’s TV, digital, print and talk radio audiences. 

The monthly survey will cover attitudes and behaviours towards sports viewing  and the influence of sport on Australian culture.

PENICHE, LEIRIA, PORTUGAL - MARCH 6: Jack Robinson of Australia surfs in Heat 6 of the Opening Round at the MEO Rip Curl Pro Portugal on March 6, 2024 at Peniche, Leiria, Portugal. (Photo by Damien Poullenot/World Surf League via Getty Images)

June, 2024

Under 35s promote diversity and inclusion in sports

Gen Zs and young Millennials are leading the rise in support for women in sport and international sporting codes. People under 35 are almost 4 times more likely to watch international sporting codes such as the NBA and MMA, and twice as likely to watch UFC and boxing.

SYDNEY, AUSTRALIA - AUGUST 16: Sam Kerr of Australia celebrates with the crowd after scoring a goal  during the FIFA Women's World Cup Australia & New Zealand 2023 Semi Final match between Australia and England at Stadium Australia on August 16, 2023 in Sydney, Australia. (Photo by Maddie Meyer - FIFA/FIFA via Getty Images)

May, 2024

Anticipation and excitement builds for Paris 2024

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.

ATHENS, GREECE - APRIL 26: ATHENS, GREECE - APRIL 26: French Paralympic swimmer Beatrice Hess arrives with the torch during the Olympic flame handover ceremony for the Paris 2024 Summer Olympics at Panathenaic Stadium on April 26, 2024 in Athens, Greece. (Photo by Milos Bicanski/Getty Images)

April, 2024

The impact of sport on cultural diversity, inclusion and pop culture

When we asked our Nine audiences, the majority 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%).

Womens college waterpolo team

March, 2024

This month we explored sports fandom

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.

Basketball Tile

February, 2024

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. 


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