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.
August, 2024
Olympic engagement and Paralympic excitement
The 2024 Paris Olympics saw Australians engaging with sports at an all-time high. 9 in 10 of Nine’s audiences engaged with sports, sports personalities/athletes or sports-related content during the second week of the Olympic Games.
July, 2024
Olympics on everyone's lips, eyes fixed on Paris 2024
Awareness was at an all time high as Australians eagerly anticipated the arrival of the Olympic Games Paris 2024. Overall, 7 in 10 were excited for the upcoming event and were equally interested in staying up to date with the Games (peaking with 18-35 yr olds, 77%).
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.
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.
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%).
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.
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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