Audience Insights Tracker As at 27 April, 2020 Linear TV BVOD Digital & Publishing Radio Nine maintains its dominance as Dwell times on all Nine’s digital news sites 9Now continues to be the leading Audiences continue to turn to Nine Australia’s preferred demographic delivered double digital growth in CFTA BVOD platform with a year-to- Radio for trusted voices and platforms network for primetime, driven by March, a reflection of audiences turning date share of 50% in total minutes. where they can voice their own trusted news and current affairs, and to trusted news sites for up-to-the minute opinions. The second GfK Radio Survey premium entertainment content. information. Furthermore 9Now has ranked as the of 2020 has seen 2GB, 3AW, 4BC and leading CFTA BVOD platform for 15 out 6PR post significant audience growth Nine continues to reach new As audiences look to inspiration at of 17 weeks (YTD) for both live and during the COVID-19 crisis. audiences across all key demos, with home 9Honey, Traveller and Good Food VOD minutes weekly share. +1.7 reach points for P25-54 in the last are connecting with Nine Radio has had 1.45M podcast month compared to previous. Australians, providing content to indulge As viewers continue to turn to downloads to date, and a 16% their passions across health, food and entertainment for an escape during increase in downloads month to date. Extended time spent at home is travel. seeing increased engagement on the current global pandemic, family favourite LEGO Masters S2 continues to Gfk’s COVID-19 radio user survey has linear TV year-on-year, with P25-54 Nine’s Consumer Pulse survey spanning captivate audiences taking the top found that 72% of respondents trust spending 11 more minutes a week readers of the Herald, The Age, The two spots for live viewing last week. radio to give up-to-date information viewing primetime content on Nine. Australian Financial Review, and about COVID-19 and 64% say radio subscribers to the 9Nation panel keeps them connected with the local Infomer 3838 launched as Australia’s continues to reveal a general community. number one new drama with an improvement in mood and overall average audience of 915k. consumer sentiment. As at 27.04 The fifth instalment of Nine’s Macro Themes Consumer Pulse sees Australians embracing a sense of optimism and Getting on with the job desire for a better future. This week Australians are accustomed to their COVID-19 living negative emotions are trending situation, and are finding a groove, armed with down; positive emotions are individual coping strategies and a sense of self- trending up. The national mood has reliance. steadied with only 3 in 10 now feeling “extremely or very Brand implication concerned.” Marketers can appeal to Australian values of resilience, Consumers are getting on with the independence, ingenuity and resourcefulness which job, finding a groove in their new are finding news forms and expressions. home lives armed with individual Justified spend coping strategies and an openness Australians are living more frugally, but to new media and content genres. Expanding horizons, at home. also looking for ways to help the Australians are taking the opportunity to explore economy and the community. new content genres, media and technology to enhance their lives during this period and Brand implication beyond. Brands can highlight ways to ensure consumers' money goes Brand implication further, encouraging spend with local It has never been more vital to explore a diverse businesses and support of key categories. range of content platforms to connect with consumers. View the complete Consumer Pulse results at nineforbrands.com.au Source: Nine consumer pulse sentiment poll conducted via online survey W ednesday 08.04.2020 - Thursday 09.04.2020. For more information on methodology and sample size visit nineforbrands.com.au As at 27.04.2020 Mood tracker Hope is the leading emotion this week. Negative emotions are trending down, positive emotions are trending up. The national mood has steadied with only 3 in 10 now feeling ‘extremely or very concerned’. Overall mood and Mood trend positive emotions 3 are improving 2.5 2 1.5 1 0.5 0 Week 2 Week 3 Week 4 Week 5 Net Positive Emotions Net Negative Emotions View the complete Consumer Pulse results at nineforbrands.com.au Source: Nine consumer pulse sentiment poll conducted via online survey W ednesday 15.04.2020 - Thursday 16.04.2020. For more information on methodology and sample size visit nineforbrands.com.au As at 27.04.2020 Exploring new content Impact on consumer spending Audiences are taking the opportunity to widen their horizons in terms of genre Nine audiences are consistently concerned about the economy and 59% are taking consumption - opening up new audiences and content opportunities for measures to save money. However some 4 in 5 are looking for ways to show support advertisers. and there is openness to spend in key categories. 0% 10% 20% 30% 40% 50% 60% News and current affairs 81% would like to do what they can to support the economy. Information or facts related to COVID-19 Comedy, humour More than 1 in 3 online purchases include Food, drink, cooking 92% have Dramas intend to increase household items (60%), Money, finance, investment shopped online in online shopping in home-delivered meals Factual, documentary or real-life the past few Politics, society, culture, arts the next few (43%) and streaming Music, music-related weeks. services (21%). Health and fitness weeks. Hobbies, passions, interests or skills Home and garden / household DIY Lifestyle, wellbeing DIY Projects Educational, work-based or career-development 40% expressed interest in doing DIY projects during restrictions, with spend on Tech hardware and gardening supplies, furniture and kitchen appliances growing Travel, adventure, escape accordingly Entertainment, celebrity Property Thinking locally Some 90% would like to support their local stores and small businesses, recognising 9Nation SMH / The Age Financial Review the adverse impact of this period on SMEs. View the complete Consumer Pulse results at nineforbrands.com.au Source: Nine consumer pulse sentiment poll conducted via online survey W ednesday 08.04.2020 - Thursday 09.04.2020. For more information on methodology and sample size visit nineforbrands.com.au w/c 27.04.2020 A time for trusted media A better future Media consumption has increased across platforms As the situation develops some diverging audience sentiments are emerging. There those who want things to get ‘back to normal’, those who want to see material change as Australia moves forward. 71% significantly 63% 50% increased news are watching are using more Many are expressing a desire for more community-mindedness, a focus on the and current more TV streaming greater good and an increased sense of self-sufficiency in Australia. affairs services. consumption “A society that is more respectful of the impact of the individuals’ actions on the larger group.” 80% trust Nine’s assets to bring them timely and accurate updates – whether via TV, Digital, Print or Radio “More care for the environment and each other.” Nine News is the most trusted TV program for the latest and most accurate updates, and audiences place significantly more trust in Nine’s online sites “A more compassionate, connected and more 'human' experience. Better (nine.com.au, smh.com.au, theage.com.au, afr.com etc) than in social ongoing economic security for Australia, from Australia.” media platforms (Facebook, YouTube, Google, Twitter). “A total reset is needed across the world and hopefully this is it.” View the complete Consumer Pulse results at nineforbrands.com.au Source: Nine consumer pulse sentiment poll conducted via online survey W ednesday 08.04.2020 - Thursday 09.04.2020. For more information on methodology and sample size visit nineforbrands.com.au 2020 CALENDAR YEAR TO DATE PRIME TIME COMMERCIAL SHARE P25-54 40.50% 31.20% 28.30% P16-39 40.50% 30.70% 28.80% GS+CH 40.80% 34.80% 24.40% TOTAL PEOPLE 40.70% 34.80% 24.50% Sour ce: Ozt am Metro Total Tv 01/01/2020 – 26/04/2020, Var ious Dem os, Nine Net wor k, Seven Net work, Network 10, Over night , 18:00:00-23:59:59, 5 Cit y Met ro, Com m Shar e. POST EASTER WEEK 1 PRIMETIME COMMERCIAL SHARE P25-54 39.2% 30.7% 30.1% P16-39 36.5% 30.5% 33.0% GS+CH 41.0% 30.2% 28.7% TOTAL PEOPLE 39.4% 34.2% 26.4% Sour ce: OzTam m etro TV, 19/04/20-25/04/20, P25-54, P16-39, GS+CH, Tot al People, Net work 9, Network 7, 10 Net work, Primetime (18:00-23:59), 5 Cit y Met ro, Com m ercial Shar e, Over night . Network Nine’s average weekly reach has increased across +1.7 reach ppts 5 city metro across all key demos (Weeks 13-17 v 8-12) P25-54 Average Weekly Reach % +1.6 reach ppts P16-39 58.2 60.4 52.4 54.9 53.6 55.3 38.8 40.4 +2.2 reach ppts GS+CH Total People P 25-54 P 16-39 GS + CH +2.5 reach ppts Week 8-12 2020 Week 13-17 2020 Ttl people Source: OzTAM Metro 5 City, Weeks 8-12 2020. W eeks 13-17 2020, S-S 0200-2559, Netw ork Nine, Reach, Average Weekly Reach %,,Various Demos, consolidated 7 Primetime time spent viewing is up YoY for Network Nine and Nine Primary across the Metro 5 City for all key demos (Week 17 2020 YoY) Primetime Time Spent Viewing (Viewing/Viewer) 1:26:24 +0:09 +0:11 +0:10 +0:10 +0:16 1:13:54 1:13:52 1:15:43 +0:11 +0:16 +0:11 1:12:00 1:08:21 1:08:28 1:07:35 1:04:38 1:05:54 1:06:45 1:05:17 1:02:20 0:57:49 0:55:25 0:56:29 0:57:36 0:52:50 0:48:48 0:43:12 0:28:48 0:14:24 0:00:00 Total People Ppl 25-54 Ppl 16-39 GS + CH Total People Ppl 25-54 Ppl 16-39 GS + CH Nine Network Nine Week 17 2019 Week 17 2020 Source: OzTAM Metro Total TV , Nine Netw ork, Nine Primary, Week 17 2020 vs Week 17 2019, Overnight, Primetime (1800-2359), 5 City Metro, Average Time Spent View ing (ATS).