WHAT'S HOT AND WHAT'S NOT
June 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.
14-17 June, 2024
Inside this month’s Consumer Pulse – Sport dip
14-17 June, 2024
Consumer Insights
Platforms Nine audiences engage with for sports content
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 is most common, followed by watching or reading content online, pay-TV/streaming service, or via a dedicated news website/app.
Watching on free-to-air TV saw a slight rise from the month of April to May and has since maintained a clear lead ahead of other content platforms.
Time spent engaging with sports
Among those who engaged with sports in the past week, participating in sports had the highest time spent with an average of 3 hours and 38 minutes (218 total minutes). Watching sports on pay-TV or a paid streaming service came in second, with an average of 3 hours and 14 minutes, followed by watching on free-to-air TV (2 hr 36 min) or attending a live game (2 hr 11min).
Watching on free-to-air TV is the only platform experiencing continuous growth since April 2024.
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 63% (up 4pp from previous month). The Top 10 emotions were all positive, with entertained, happy, informed, excited, and connected topping the list.
Conversation Starters
Young Fans vs. Inclusion
People under 35 are almost 4 times more likely to watch international sporting codes
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. They are also significantly more likely to watch women's sporting codes such as A-league women’s (2X), NRL women’s (1.5X) and women’s State of Origin (1.3X) than the average Australian.
BRAND CONSIDERATIONS
If your brand authentically promotes inclusion and diversity, it should strategically engage Gen Z and young Millennials in its marketing efforts to enhance its brand message.
Anticipation for the Paris 2024 Olympic Games peaks with young Australians
8 in 10 Gen Zs and young Millennials are excited about the upcoming Olympic Games, slightly higher than Gen Xers and Boomers (7 in 10). Similarly for the Paralympics, 6 in 10 people under 35 are excited, higher than average (54%).
Gen Zs and young Millennials are excited about the upcoming Olympic Games
Brand Considerations
Given the heightened enthusiasm of Gen Z and Millennials for the upcoming Olympic Games, strategic targeting of these demographics is essential for maximising marketing effectiveness. Their elevated excitement levels suggest greater receptivity to tailored campaigns.
Major sporting events deliver a sense of belonging and inclusion to bring new viewers into sport
Delivered larger than average viewers and followers
Major sporting events such as State of Origin and last week’s international soccer (football) friendlies delivered larger than average viewers and followers than the regularly scheduled NRL match or A-League and English Premier League fixture.
Our survey found the motivation for mostly/only watching major sporting events as opposed to tuning in each week is in partly due to not wanting to invest too much time (for those less committed), given their rare occurrence. There is also a desire and need for belonging and inclusion, whether it be to your state or nation, and an appreciation of knowing you are watching the “best of the best” compete.
“Elite-level players, the best of the best.”
(NSW, 45-64)
“It’s a one-off and historically a good watch.”
(VIC, 45-64)
“I enjoy seeing our national team play.”
(NSW, 18-44)
“State of Origin is my sporting highlight of the year. I bleed Maroon.”
(QLD, 45-64)
Brand Considerations
Your brand should tailor a marketing strategy that fosters a sense of belonging and inclusivity to capitalise on the heightened viewership of major sporting events.
Source: Nine’s Consumer Pulse - Sports Edition, June 2024 (n=2,098)
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