Nine’s ad revenue surged during the Olympics while overall market spend fell

Guideline SMI’s July 2024 ad demand data shows how the Paris Olympics boosted the market, with Nine Entertainment’s ad revenues surging despite only six days of Olympic events.

The significant shift in ad spend toward Nine occurred in a market with weaker demand, as total bookings dropped 7.8% from last year’s record July ad spend.

Consequently, all major media reported lower ad spend, except for audio media, which saw 0.1% growth when combining linear and digital radio revenues.