Nexxen, a company known for empowering advertisers, agencies, publishers, and broadcasters to utilise video and Connected TV, has released a new sports playbook. The report provides an analysis of the Australian sports industry, market trends, consumer behaviour, and TV viewing patterns.

The report suggests that the Australian sports market is experiencing a surge, largely due to the increasing popularity of international sports events. Sports enthusiasts are likely to engage with content related to social networks, health, shopping, business, and travel.

Among Australian TV viewers, AFL, Football, Tennis, and Swimming are the most-watched sports. Audiences tend to consume sports content online during the week, with peak consumption times being lunchtime (11:00 AM – 12:00 PM) and late night (7:00 PM & 11:00 PM).

Approximately 50% of Australian households have been actively watching sports TV shows & programs nationally in 2024. There has been a significant increase in the consumption of content related to International Summer Sports Events from early June, peaking towards the end of June.

Online browsing behaviour indicates that people show the most interest in Sports followed by Government & Politics. Brands such as Hungry Jacks, AAMI, and YOUi have shown the highest increase in TV advertising activities between Q1 to Q2.

Sports TV programs in Australia offer extensive geographic coverage, ensuring wide accessibility and audience reach. Top advertisers, including McDonald's, Toyota, and Sportsbet.com, represent 29% of TV advertising activities across these sports programs.