WHAT'S HOT AND WHAT'S NOT
July 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 viewing sports and the influence of sport on Australian culture.
19-22 July, 2024
Inside this month’s Consumer Pulse – Sport dip
19-22 July, 2024
Consumer Insights
Content platforms Nine audiences are engaging with for sport
Over 8 in 10 of Nine’s audiences (85%) engaged with sports, sports personalities/athletes or sports-related content in the past week. Watching on free-to-air TV was the most common platform to access sports content and has seen the largest growth from the previous month (from 57% to 62%). Watching/reading content online or on news websites/apps was also popular with around 2 in 5 of Nine’s audience.
Time spent engaging with sports
Among those who engaged with sports in the past week, participating in sports and watching on pay TV/streaming services had the highest time spent, with an average of 3 hrs and 20 min (200 total minutes). Attending a live sporting event ranked third (2 hrs, 39 min), followed by watching on free-to-air TV (2 hrs, 18 min).
Sports impact on mood
Engaging with sports or sport-related content had an overall positive impact on Nine’s audiences last week, with a net emotion score of 62% (stable from the previous month). The Top 10 emotions were all positive, with entertained, excited, and informed seeing the largest increases from June.
Conversation Starters
Olympic Games excitement
Of Nine's audience spontaneously named the Olympic/Paralympic Games when asked if they were aware of any sporting events taking place in the next four weeks
The rising excitement for the Olympic Games Paris 2024
Awareness was at an all-time high as Australians eagerly anticipated the arrival of the Olympic Games Paris 2024 a week before it commenced. When we asked Nine audiences if they were aware of any sporting events taking place in the next four weeks, over 9 in 10 spontaneously named the Olympic/Paralympic Games (up from 60% in February). Overall, 7 in 10 were excited by the Olympics and were equally interested in staying up to date with the Games (peaking with 18-35-year-olds, 77%).
BRAND CONSIDERATIONS
Real-time updates of the Games with live scores, athlete interviews, and interactive polls will keep audiences engaged. Ensure all digital content is mobile-friendly to cater to younger audiences who follow updates on smartphones.
Most Anticipated Olympic Game sport/athlete
Top 10 sports and athletes Nine audiences' were looking forward to watching during Paris 2024
| Top 10 Sports | ||||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Swimming (indoor pool / marathon) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 2 | Athletics | |||||||||||||||||||||||||||||||||||||||||||||||||
| 3 | Gymnastics | |||||||||||||||||||||||||||||||||||||||||||||||||
| 4 | Diving | |||||||||||||||||||||||||||||||||||||||||||||||||
| 5 | Rowing | |||||||||||||||||||||||||||||||||||||||||||||||||
| 6 | Cycling - Track | |||||||||||||||||||||||||||||||||||||||||||||||||
| 7 | Football (soccer) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 8 | Basketball | |||||||||||||||||||||||||||||||||||||||||||||||||
| 9 | Tennis | |||||||||||||||||||||||||||||||||||||||||||||||||
| 10 | Hockey | |||||||||||||||||||||||||||||||||||||||||||||||||
| Top 10 Athletes | ||||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Jessica Fox (Australian canoeist) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 2 | Ariarne Titmus (Australian swimmer) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 3 | Kaylee McKeown (Australian swimmer) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 4 | Alex De Minaur (Australian tennis player) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 5 | Mollie O'Callaghan (Australian swimmer) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 6 | Peter Bol (Australian runner) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 7 | Emma McKeon (Australian swimmer) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 8 | Simone Biles (American gymnast) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 9 | Min Woo Lee (Australian golfer) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 10 | Kyle Chalmers (Australian swimmer) | |||||||||||||||||||||||||||||||||||||||||||||||||
Brand Considerations
Provide behind-the-scenes access and exclusive content related to the top sports and athletes to create a sense of exclusivity and reward loyal viewers. Identify up-and-coming athletes to partner with can build long term brand affinity and a high potential ROI.
Olympics Viewing
plan to watch the Olympic Games live on Channel 9
Despite the time difference between Australia and France, 8 in 10 of Nine’s audiences planned to watch the broadcast live on Channel 9. Close to 9 in 10 planned to watch highlights the following day (88%), while a third were keen to read news articles (38%) or listen to news updates on the radio (35%). Under 35-year-olds were 2.5 times more likely to catch up via short highlights on social media while the 35-44s were 1.5 times more likely to watch via 9Now.
Brand Considerations
A multichannel campaign that extends across Nine's cross platform ecosystem will ensure your message is reached by 98% of Australia, 24/7. Develop shareable content such as athlete spotlights and key moments to increase engagement and further your reach. 2024 is only just the beginning of a decade long opportunity your brand can't afford to miss.
Source: Nine’s Consumer Pulse - Sports Edition, July 2024 (n=2,199). Nine total content ecosystem reaches between 90-93% of ALL Australians each month. Nine total media 2024 Olympic and Paralympic Games content platform, including the Road2Paris based on previous major events insights will see that reach increase between 5-8 points across a combined audience of Nines Total TV, Total Audio and Total Publishing, including significant additional signed on 9Now users. (Roy Morgan)
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