International sports fuel rise in Australian TV viewership
A report by Nexxen has provided an in-depth analysis of the Australian sports industry, shedding light on significant market trends, consumer behaviour, and television viewership patterns.
The 2024 Nexxen International Summer Sports Playbook reveals that the popularity of international sports events is driving a notable surge in the sports market in Australia. This trend is not only drawing in larger audiences but also boosting overall viewership.
According to the research, sports enthusiasts in Australia are engaging with various content types, including social networks, health, shopping, business, and travel. These insights suggest advertisers have a wide range of opportunities for content marketing aimed at this broad informational appetite. Nexxen’s findings underline the versatility of sports audiences, which can be valuable for brands looking to target specific market segments.
The report highlights that AFL, football, tennis, and swimming are the most watched sports on Australian TV. Nexxen’s data indicates that sports content is predominantly consumed online during weekdays, with peak engagement observed on Fridays. The highest consumption rates occur during two specific time slots: 11:00 AM to 12:00 PM and 7:00 PM to 11:00 PM.
Approximately half of Australian households have been actively watching sports TV programmes nationally in 2024. The data exhibits distinct hourly trends, particularly noting a spike between 11:00 AM and 12:00 PM, which is likely linked to morning sports broadcasts. The most significant viewership occurs during the evening hours from 6:00 PM to 10:00 PM, when prime-time broadcasts and live events draw around 25% of the TV audience.
Furthermore, there has been a marked increase in the consumption of content related to international summer sports events, beginning in early June. This surge peaked towards the end of June as anticipation builds for events scheduled in late July. Online browsing behaviour corroborates this rise in interest, with sports being the most prevalent category followed by government and politics.
The research underscores that AFL tops the list of the most-watched sports in Australia, followed closely by programmes such as "100% Footy" and the A-League. In terms of average frequency, AFL leads with a score of 14.4, while "100% Footy" follows at 13.3, and the A-League stands at 8.2 for the first half of 2024.
From a branding and advertising perspective, Hungry Jack’s, AAMI, and YOUi have made significant increases in their TV advertising activities between the first and second quarters of 2024. The extensive geographic coverage offered by sports TV programmes ensures these brands can reach a wide and diverse audience base.
Top advertisers such as McDonald’s, Toyota, and Sportsbet.com play a crucial role in TV advertising, accounting for 29% of activities across these sports programmes. This substantial investment indicates the importance placed on engaging with sports enthusiasts, who represent a valuable demographic for advertisers.
Nexxen’s report offers valuable insights for stakeholders in the Australian sports market. The data highlights significant trends in viewership and consumer behaviour, providing a detailed look at the shifting landscape of sports entertainment.
