To effectively target women, who are more inclined to engage with athlete stories and behind-the-scenes content, your brand should prioritise these content types.
WHAT'S HOT AND WHAT'S NOT
August 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.
16-19 August, 2024
Inside this month’s Consumer Pulse – Sport dip
16-19 August, 2024
Consumer Insights
Sport content platforms Nine audiences are engaging with
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. Watching on free-to-air TV was the most popular platform for sports content, followed by watching/reading content online or on news websites/apps.
Surge in time spent watching sports on FTA TV
Among those who engaged with sports in the past week, time spent watching on free-to-air TV surged to an average of 3 hours, a significant increase of 41 minutes per week, recorded in July. Watching sports on pay-TV/streaming services had the highest time spent but remained stable, with an average of 3 hours 26 minutes. Participating in sports ranked second but was down by 19 minutes. Time spent attending a live game/match in person was also down (14 min) on the previous month.
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 58%. The Top 10 emotions were all positive, with encouraged seeing the largest increase from the previous month. People aged 45 or over were significantly more likely to feel entertained or relaxed, while the under-45s were slightly more likely to feel stressed.
Conversation Starters
Olympic Games engagement
Of Nine audiences who were following the Olympic Games Paris 2024 claimed to have watched some form of Olympic content
Olympic Games in Paris 2024: Live broadcast leads audience preferences
Among Nine audiences who were following the Olympic Games Paris 2024, 95% claimed to have watched some form of Olympic content, with 7 in 10 watching the live broadcast and 6 in 10 watching the highlights. More than half (54%) read Olympic content (reading highlights, most popular), while 1 in 3 (34%) listened to content, mostly ppl 55+.
Women were more likely than men to have watched the athlete(s) stories/behind-the-scenes content, read a social media post/meme, or listened to Olympic highlights.
BRAND CONSIDERATIONS
Paralympic Excitement
of Nine’s audience are excited for the Paralympic Games Paris 2024
Increased excitement for the Paralympic Games Paris 2024
6 in 10 of Nine’s audience are excited for the Paralympic Games Paris 2024, up from 49% in May. Over 7 in 10 intend to stay up to date with the Paralympic Games.
Brand Considerations
Tailor your products and services to align with the Paralympic Games. This will help your brand effectively connect with the growing excitement for the Paralympic Games, foster meaningful engagement, and align itself with the values and spirit of the event.
Most Anticipated Paralympic sport/athlete
Top 10 sports & athletes Nine audiences’ were looking forward to watching compete in the Paralympic Games Paris 2024
| Top 10 Sports | ||||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Swimming | |||||||||||||||||||||||||||||||||||||||||||||||||
| 2 | Athletics | |||||||||||||||||||||||||||||||||||||||||||||||||
| 3 | Wheelchair basketball | |||||||||||||||||||||||||||||||||||||||||||||||||
| 4 | Cycling - Track | |||||||||||||||||||||||||||||||||||||||||||||||||
| 5 | Wheelchair rugby | |||||||||||||||||||||||||||||||||||||||||||||||||
| 6 | Wheelchair tennis | |||||||||||||||||||||||||||||||||||||||||||||||||
| 7 | Rowing | |||||||||||||||||||||||||||||||||||||||||||||||||
| 8 | Cycling - Road | |||||||||||||||||||||||||||||||||||||||||||||||||
| 9 | Para canoe | |||||||||||||||||||||||||||||||||||||||||||||||||
| 10 | Para triathlon | |||||||||||||||||||||||||||||||||||||||||||||||||
| Top 10 Athletes | ||||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Madison De Rozario (Wheelchair racer) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 2 | Alexa Leary (Paralympic swimmer) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 3 | Col Pearse (Paralympic swimmer) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 4 | Ahmed Kelly (Paralympic swimmer) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 5 | Curtis McGrath (Paracanoeist) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 6 | Brendan Hall (Paralympic swimmer) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 7 | Ryley Batt (Wheelchair rugby player) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 8 | Grant Patterson (Paralympic swimmer) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 9 | James Turner (Paralympic athlete) | |||||||||||||||||||||||||||||||||||||||||||||||||
| 10 | Angie Ballard (Paralympic athlete) | |||||||||||||||||||||||||||||||||||||||||||||||||
Brand Considerations
As Madison De Rozario is the top athlete audiences are eager to see, your brand should reflect her values of resilience, determination and excellence in its messaging. Aligning with her character will enhance your brand’s emotional connection with the audience.
Olympics Advertising
found the ads memorable in one way or another.
Memorable and engaging advertising during the Olympic Games Paris 2024
8 in 10 of those who recall seeing or hearing any advertisement during the Olympic Games, found the ads memorable in one way or another. Ads that were humorous/ light-hearted were most memorable during the Olympic Games (40%), followed by ads that were entertaining (36%), inspiring/ motivating (23%), or emotionally driven, story-telling ads (22%).
Brand Considerations
Your brand should focus on creating advertisements with a humorous or light-hearted tone, as these were found to be most memorable. Leveraging humour will foster a positive and engaging experience, ensuring your ads capture consumers attention and leave a lasting impression.
Source: Nine’s Consumer Pulse - Sports Edition, August 2024 (n=2,124)
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