We are living in uncertain times, but one thing is certain: the better we understand audiences, the better we can serve their needs and wants as marketers. In response to the COVID-19 crisis, Nine has launched and conducts a fortnightly consumer sentiment poll to understand how we can help brands connect with our audiences in 2020.  

Nine. Where Australia Connects. 


Consumer Pulse is undertaken via short online surveys conducted fortnightly with Nine’s audiences - across linear television, 9Now and digital properties (and network sites), plus readers of news mastheads The Sydney Morning Herald, The Age and The Australian Financial Review (print + digital) and listeners of Nine Radio stations (2GB, 3AW, 4BC, 6PR, 2UE, 4BH, 6GT and Magic).

Capturing the mood

Week 24 - commencing October 18, 2020

Headline Sentiments

Patient, but concerned about potential for things to wrong.” 

Fairly easy on most things but would not get involved in large crowd activities where social distance would be hard to comply with.” 

“Going about my life as normal but conforming with restrictions and sanitising my hands regularly.” 

“Careful around crowds and venues - I choose my time and place.” 

Generally I am feeling positive about the way Australia is dealing with current issues.” 

I’m still worried of an outbreak once retail and hospitality opens up.” 

Hopeful that the sensible people can outnumber the morons.” 

This week's hot topics

SYDNEY, AUSTRALIA - OCTOBER 14: NSW Premier Gladys Berejiklian during a press conference at NSW Parliament House on October 14, 2020 in Sydney, Australia. NSW Premier Gladys Berejiklian has announced she has decided to hold off on a planned easing of coronavirus restrictions due to growing numbers of locally acquired COVID-19 numbers and a decline in testing across the state. 14 new cases of COVID‑19 in the 24 hours to 8pm last night. Of those cases, 11 were locally acquired. (Photo by Sam Mooy/Getty Images)

Showing support

70% of Nine Radio listeners say Gladys Berejiklian should remain as NSW Premier after the events at ICAC  

SYDNEY, AUSTRALIA - MAY 05:  A man looks on outside the Reserve Bank of Australia headquarters on May 5, 2015 in Sydney, Australia. Forecasters are predicting the Reserve Bank of Australia will cut interest rates for the second time this year in its upcoming May meeting. The cuts would come amidst fear of stoking the rising prices of housing in Australia.  (Photo by Mark Metcalfe/Getty Images)

No rate cut

70% of Australian Financial Review readers say it would make ‘no difference’ to the economy if the Reserve Bank cut the cash rate on Melbourne Cup Day 


Learn to swim

58% of 9Nation viewers say the government should now fund swimming lessons for children (either partially or entirely) 

Mood of the nation 

This week Nine’s audiences are feeling more hopeful, optimistic and relaxed - and more comfortable spending time in public settings 

Mood tracker: Net positive vs net negative mood

NOTE: For the best viewing experience on mobile, please view landscape.

Safety Tracker: % feeling comfortable vs uncomfortable in public settings 

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Freedom of movement 

Nine’s audiences are excited about the increasing freedom of movement and the prospects of more places opening up – venturing out of their homes and cities, feeling less like they need to be less selective about the places they go, using more public transport.   

NOTE: For the best viewing experience on mobile, please view landscape.

Focus on small business owners 

This week we explored the attitudes of small business owners and decision-makers to running their business this year.  

The majority have found it a bit stressful but not overwhelmingly so –  

  • About two-thirds have found it either ‘a bit stressful’ or ‘not at all stressful’ 
  • Those who are Financial Review readers are significantly more likely than to be ‘positive about the changes or opportunities presented’ compared to Nine’s mass audiences (28% vs 15%)  

Stress vs opportunity 

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Pain points

Top areas business owners would most like help with include bureaucracy and red tape, cash flow, work-life balance and juggling multiple tasks – particularly for Financial Review readers. Other pain points include time management, mental pressures and responding to unexpected events  

NOTE: For the best viewing experience on mobile, please view landscape.

Business owners also commented about travel restrictions and border closures, reduced work, frustrations with technology, lack of face-to-face contact with clients, shortages in supplies and labour, and inability to plan for the future amid continuing uncertainty 

Unable to travel, meet with clients, do proper research 

“I dislike zoom and similar meetings/conferences and really wanting face to face discussions again 

 General atmosphere of uncertainty, even fear for the future 

Trying to do everything online and from home when that doesn't work well or is insufficient to achieve good outcomes 

Contact your Nine advertising representative today

to hear how Nine’s marketing solutions can help you engage Australian consumers like never before.