Melbourne Radio Ratings
GfK Survey 4 2025
Survey Period: Sun 27 April to Sat 5 July 2025.

Biggest Movers:
UP: 105.1 Triple M +0.8
DOWN: 3AW -0.6

GOLD104.3 has officially claimed the title of Melbourne’s most listened-to radio station, topping the overall ratings for the first time since 1992.

The station clocked a 12.1% share in Melbourne, taking over 3AW, which recorded an 11.9% overall share slipping from 12.5% in the previous survey. It marks the second consecutive decline for the Nine-owned network.

In the FM Breakfast race, Nova 100’s Jase and Lauren have extended their lead, rising to 10.8% from 10.2%.

GOLD 104.3’s Christian O’Connell also bounced back slightly, lifting from 9.7% to 10.1%, while Kyle and Jackie O saw a modest gain in Melbourne, up to 5.6% from 5.1%.

Gold 104.3 12.1% (11.8%)

Cume: 1,163,000 (-13,000)
Breakfast: 10.1% (9.7%)

3AW 11.9% (12.5%)
Cume: 694,000 (-34,000)
Breakfast: 16.6% (18.1%)

smoothfm 91.5 9.7% (9.5%)
Cume: 1,072,000 (-74,000)
Breakfast: 8.1% (8.4%)

Nova 100 8.7% (8.2%)
Cume: 1,326,000 (+57,000)
Breakfast: 10.8% (10.2%)

Jase & Lauren once again taking the title of Melbourne’s most-listened to FM Breakfast show.

Group Programming Director for the Nova Network, Brendan Taylor said: “Jase & Lauren continue to be one of the most competitive and talked about breakfast shows in the country.

“For them to grow in both share and CUME, leading Nova 100 to the most listened to station in the country, is no small feat. It’s a testament to the whole team – great people delivering market-leading results.”

101.9 Fox FM 8.3% (8.2%)
Cume: 1,125,000 (-40,000)
Breakfast: 8.9% (8.9%)

105.1 Triple M 7.7% (6.9%)
Cume: 792,000 (+14,000)
Breakfast: 7.4% (5.9%)

ABC Mel 5.9% (6.2%)
Cume: 460,000 (-21,000)
Breakfast: 6.8% (7.6%)

KIIS 101.1 FM 5.5% (5.3%)
Cume: 936,000 (-12,000)
Breakfast: 5.6% (5.1%)

SEN 1116 4.2% (3.7%)
Cume: 399,000 (+28,000)
Breakfast: 4.4% (4.1%)

Triple J 2.9% (3.2%)
Cume: 485,000 (steady)
Breakfast: 3.1% (3.3%)

ABC Radio National 2.1% (1.7%)
Cume: 166,000 (-16,000)
Breakfast: 2.3% (2.1%)

ABC Classic 2% (1.4%)
Cume: 232,000 (+20,000)
Breakfast: 2% (1.4%)

Magic 1278 1.9% (2%)
Cume: 190,000 (steady)
Breakfast: 1.1% (0.7%)

ABC NewsRadio 1.8% (1.3%)
Cume: 260,000 (+20,000)
Breakfast: 2.5% (1.9%)

3MP 1377 1% (1.3%)
Cume: 157,000 (-17,000)
Breakfast: 0.9% (1.2%)

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Sydney Radio Ratings
GfK Survey 4 2025
Survey Period: Sun 27 April to Sat 5 July 2025.

Biggest Movers:
UP: KIIS 1065 +1.1
DOWN: 2GB -2

Sydney’s latest radio ratings are in, and while 2GB has managed to hold onto its top spot, the station has taken a notable hit in overall share.

2GB dropped from 13.6% to 11.6% (-2%). Its Breakfast show with Ben Fordham mirrored the slide, falling from 16.7% to 14.7%.

Over at KIIS FM, Kyle and Jackie O continue to struggle in Melbourne, but Sydney is telling a different story. Their Breakfast share rose to 13.9%, up from 12.5% in the last survey.

smoothfm 95.3 12.3% (12.4%)

Cume: 1,322,000 (+31,000)
Breakfast: 9.2% (9.1%)

The Smooth Network delivered another strong result, with the station named the number one FM in Sydney overall. Head of Programming Peter Clay credited the team’s consistent approach, saying the results reflect the listening experience that continues to resonate with audiences.

“At Smooth it’s always about the listener so, on top of being Sydney’s #1, we’re thrilled they continue to connect with us across the country, day in and day out,” Clay said.

2GB 11.6% (13.6%)
Cume: 655,000 (-2,000)
Breakfast: 14.7% (16.7%)

KIIS 1065 10.4% (9.3%)
Cume: 1,153,000 (+33,000)
Breakfast: 13.9% (12.5%)

The Kyle & Jackie O Show have claimed the title of the #1FM Breakfast show for the 52nd consecutive survey, increasing share by 1.4 to 13.9% share.

The Australian Radio Network’s (ARN) Chief Audience & Content Officer Lauren Joyce said: “Kyle & Jackie O remain Australia’s biggest radio show, with over 1.15 million listeners in Breakfast alone and on a market-by-market basis have improved in both share and cume.”

Gold 101.7 8.5% (8.7%)
Cume: 799,000 (+56,000)
Breakfast: 9% (9.3%)

Nova 96.9 7% (7.1%)
Cume: 1,039,000 (-37,000)
Breakfast: 7.1% (7.9%)

The absence of Kate Ritchie from Nova’s Breakfast show, Fitzy & Wippa with Kate Ritchie, has impacted their holdings, dipping from 7.9% to 7.1%. It’s now sitting in sixth place, behind ABC Sydney (8.0%).

Afternoons were a little more fruitful for the network, with Nova’s The Chrissie Swan Show nabbing the title of the most popular show in its timeslot (2pm-4pm) in Australia with CUME of 1.207 million listeners.

ABC Sydney 5.7% (6.2%)
Cume: 580,000 (+24,000)
Breakfast: 8% (8.2%)

104.9 Triple M 5.4% (4.9%)
Cume: 733,000 (+1,000)
Breakfast: 4.5% (4.4%)

104.1 2Day FM 4.3% (4.5%)
Cume: 730,000 (-9,000)
Breakfast: 3.8% (3.9%)

Triple J 3.9% (3.1%)
Cume: 467,000 (-29,000)
Breakfast: 3.6% (3%)

2UE 954 3.5% (4.7%)
Cume: 257,000 (-41,000)
Breakfast: 2.4% (2.9%)

ABC Classic 2.5% (3%)
Cume: 218,000 (-30,000)
Breakfast: 2.1% (2.5%)

ABC NewsRadio 1.6% (1.3%)
Cume: 324,000 (+38,000)
Breakfast: 2.8% (1.5%)

Sky Sports Radio 1.2% (1.2%)
Cume: 176,000 (+13,000)
Breakfast: 1.6% (2.1%)

RN 1.2% (0.9%)
Cume: 124,000 (+7,000)
Breakfast: 1.5% (1.3%)

SEN 1170 0.9% (1.5%)
Cume: 107,000 (-8,000)
Breakfast: 1.2% (1.4%)

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Brisbane Radio Ratings
GfK Survey 4 2025
Survey Period: Sun 27 April to Sat 5 July 2025.

Biggest Movers:
UP: B105 +1.4
DOWN: KIIS 973 -1.0

104.5 Triple M 13.3% (12.8%)
Cume: 546,000 (steady)
Breakfast: 13.2% (11.7%)

B 105 12.2% (10.8%)
Cume: 638,000 (+21,000)
Breakfast: 13.1% (13%)

Nova 106.9 10.3% (11.3%)
Cume: 623,000 (-28,000)
Breakfast: 12.1% (13.1%)

4BH 1116 10.1% (9.3%)
Cume: 247,000 (+15,000)
Breakfast: 10% (9.3%)

KIIS 973 9.3% (10.3%)
Cume: 474,000 (-11,000)
Breakfast: 9.7% (10.6%)

ABC Bris 5.8% (6.5%)
Cume: 239,000 (-9,000)
Breakfast: 7.2% (7.9%)

4BC 882 5% (5.3%)
Cume: 144,000 (steady)
Breakfast: 4.6% (5.2%)

Triple J 4.5% (4.9%)
Cume: 308,000 (-21,000)
Breakfast: 5% (5.3%)

ABC Classic 1.7% (2.3%)
Cume: 88,000 (-22,000)
Breakfast: 1.3% (2%)

ABC Radio National 1.5% (1.9%)
Cume: 61,000 (-14,000)
Breakfast: 2.5% (2.7%)

ABC NewsRadio 1.3% (1.5%)
Cume: 114,000 (-9,000)
Breakfast: 1.9% (2.2%)

SEN 693 0.7% (0.9%)
Cume: 55,000 (-13,000)
Breakfast: 1.5% (1.4%)

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Adelaide Radio Ratings
GfK Survey 4 2025
Survey Period: Sun 27 April to Sat 5 July 2025.

Biggest Movers:
UP: Triple M Adelaide +1.5
DOWN: Mix 102.3 -0.9

Mix 102.3 13.5% (14.4%)
Cume: 350,000 (-23,000)
Breakfast: 11.5% (12.4%)

Triple M Adelaide 13.1% (11.6%)
Cume: 299,000 (+25,000)
Breakfast: 14.2% (13.6%)

Nova 91.9 11.7% (11.9%)
Cume: 375,000 (+10,000)
Breakfast: 12.4% (13.8%)

FIVEAA 8.4% (8.9%)
Cume: 148,000 (+1,000)
Breakfast: 11.4% (9.7%)

SAFM 8.2% (8.6%)
Cume: 267,000 (-18,000)
Breakfast: 7.6% (8.3%)

ABC Adelaide 7.6% (7.4%)
Cume: 138,000 (-14,000)
Breakfast: 11.3% (10.8%)

Cruise 1323 6.3% (6.4%)
Cume: 172,000 (-8,000)
Breakfast: 4.8% (5.7%)

Triple J 4.8% (4.2%)
Cume: 151,000 (+12,000)
Breakfast: 5.1% (4.9%)

ABC Classic 1.8% (1.9%)
Cume: 55,000 (-4,000)
Breakfast: 1.7% (1.6%)

ABC NewsRadio 1.7% (1.8%)
Cume: 55,000 (-17,000)
Breakfast: 2.7% (2.6%)

ABC Radio National 1.6% (2.2%)
Cume: 46,000 (-5,000)
Breakfast: 1.4% (3%)

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Perth Radio Ratings
GfK Survey 4 2025
Survey Period: Sun 27 April to Sat 5 July 2025.

Biggest Movers:
UP: 92.9 Triple M +1.7
DOWN: Nova 93.7 -2.6

96Fm 14.8% (17.1%)
Cume: 506,000 (-34,000)
Breakfast: 13% (14.8%)

Mix 94.5 12.4% (11.7%)
Cume: 619,000 (+41,000)
Breakfast: 12.3% (11.1%)

Nova 93.7 12.3% (14.9%)
Cume: 682,000 (+27,000)
Breakfast: 15.5% (19.5%)

92.9 Triple M 10.9% (9.2%)
Cume: 454,000 (+27,000)
Breakfast: 13.4% (10%)

6PR 6.7% (6.5%)
Cume: 164,000 (-9,000)
Breakfast: 8.3% (9.2%)

ABC Perth 6.3% (6.3%)
Cume: 199,000 (steady)
Breakfast: 6.4% (6.6%)

Triple J 6.1% (5.1%)
Cume: 306,000 (+23,000)
Breakfast: 6% (5.1%)

6iX 5.5% (4%)
Cume: 143,000 (+17,000)
Breakfast: 4% (2.4%)

ABC Classic 2.4% (2.3%)
Cume: 94,000 (-7,000)
Breakfast: 2.4% (2.5%)

ABC NewsRadio 1.3% (1.8%)
Cume: 82,000 (-26,000)
Breakfast: 1.8% (2.2%)

ABC Radio National 0.6% (0.7%)
Cume: 52,000 (-10,000)
Breakfast: 0.7% (0.9%)

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Seven has today announced newly created senior content team roles that will report into Chief Content Officer, Brook Hall.

Kate Amphlett has been appointed as Director of Communications and Marketing, with Blake Barillaro as Director of Audience
Measurement and Research.

Amphlett, appointed Director of Communications earlier this year after almost 20 years with the business, recently led the streamlining of Seven’s communications function around three content pillars: entertainment and 7plus, news and current affairs, and sport.

“Bringing together Communications and Marketing gives us the opportunity to unify our messaging, sharpen our strategy and enhance our experience for Seven’s audiences across multiple platforms. We’re fortunate to have some of the most creative minds in the industry at Seven, and I’m excited to continue collaborating with them as we shape the next chapter of our brand,” Amphlett said.

Barillaro has been with Seven since 2021, having joined from Nine. Last year he was promoted into the role of Head of Digital Audience Data in 2024 and has played an active role in the rollout of audience currency measurements including VOZ and Ipsos iris.

In this new role as Director of Audience Measurement and Research, Barillaro will oversee the reporting capabilities of all ratings and research insights, while working with the industry on future data products and technologies related to measurement.

“Over the past few years, we have seen a transformation of our ratings reporting, with the need to accurately identify how viewing behaviours continue to evolve and the full scope of our content’s ability to reach Australians. I am excited to continue to enhance the capabilities of this department in providing actionable insights for our teams across Seven West Media,” Barillaro said.

Other recent senior appointments in Seven’s content team includes:
• Head of Communications, Entertainment and 7plus: Alison Booth
• Head of Communications, Sport: Emma Francis
• Head of Communications, News and Current Affairs, Partnerships and Community: Brittany Stack
• Head of Marketing, Entertainment and 7plus: Kerstin Hennessy
• Head of Marketing, News, Current Affairs and Sport: Chantelle Hugo
• Communications and Marketing Manager, Queensland: Laura Allen-Ducat
• Communications and Marketing Manager, Victoria: Robyn Smith
• Head of Audience Insights: Thomas Fernance
• Head of Research and Effectiveness: Ashley Spinks

“Seven’s content team continues to impress with its depth and talent. Kate and Blake have been an integral part of our team for many years, and it’s fantastic to see them stepping into these important roles.

“Television truly is in Kate’s DNA. Over the past 20 years, she’s been a driving force behind some of Seven’s most iconic shows and events. Her passion for the industry, combined with her understanding of Seven’s people and audiences, makes her an
exceptional strategic leader within our business.

“Blake has been instrumental in reshaping how we capture and interpret audience data at Seven, delivering more insights into viewer behaviour than we’ve had before. He is always thinking one step ahead and we can’t wait to see what he does next,” Brook Hall said.

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News Corp Australia has once again recorded the highest engaged reach of any digital news and information publisher, according to Ipsos iris data for June 2025.

The company reached 17.52 million Australians in the month, but it was engagement, not just scale, that set it apart, with users averaging 141 browser page views per person.

Ipsos iris, the official digital audience measurement currency endorsed by IAB Australia, defines engaged reach as a key metric for meaningful audience attention.

It tracks not just who visits, but how deeply they interact with content across devices.

Top spot in news for engaged reach and time spent

In the News category at the organisational level, News Corp Australia ranked first for both audience engagement and time spent.

It posted 520 million browser page views from 14 million people, equating to 37 page views per person and an average of 44 minutes and 5 seconds spent per user.

Video engagement also remained strong, with 1.67 million viewers generating 58 million video views.

“We are committed to delivering high levels of engaged reach, with three times more engaged reach than Nine and 15 times that of the ABC,” said Pippa Leary, Managing Director and Publisher, Free News and Lifestyle.

“Building genuine engagement not only enhances our reach at scale but also leads to better outcomes for our clients.”

news.com.au tops category for depth of engagement

At a brand level, news.com.au led the News category for engaged reach, drawing 11.38 million users and delivering 265 million browser page views, representing 10 per cent of all traffic in the category.

The site’s engaged reach grew 9.7 per cent year-on-year to 23 page views per person, outpacing nine.com.au (14) and ABC News (9). It also recorded an average time spent of 25 minutes and 47 seconds, with 49 million video views, four times more than its closest competitor.

Lifestyle and sport brands show strong engagement metrics

In the Lifestyle category, taste.com.au led the top five for engaged reach, with an audience of 4.66 million and 58 million browser page views, or 12 page views per person.

In Sports, SuperCoach had the highest engagement in the category, with 248,000 users generating 29 million page views, 116 per person, and an average time spent of 144 minutes. CODE Sports saw a 13.3 per cent year-on-year growth in audience, reaching 1.32 million in June.

Image: Pippa Leary

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JCDecaux has introduced a new set of digital advertising formats at Sydney Airport, designed to reach passengers at key points throughout their journey.

The new additions — T3 Atrium Halo, T2 Influence, and T1 Arrivals Retail Pillar — offer brands increased visibility and the ability to engage travellers across domestic and international terminals.

“Airports offer a rich emotional context and a high dwell environment for brands to make a lasting impression,” said Jemma Enright, General Manager – Airports, JCDecaux Australia & New Zealand.

“These new assets elevate the SYD offer, giving brands the opportunity to make a statement and influence traveller hearts, minds and purchases where it matters most.”

Mark Zaouk, Group Executive – Commercial, Sydney Airport, said: “We’re committed to creating a world-class airport experience, and advertising plays a key role in that.

“Our partnership with JCDecaux is bringing in premium new formats that offer genuine value to advertisers while enhancing the terminal environment.”

The first assets live include the Atrium Halo in Qantas departures of T3, the double-sided T2 Influence in departures and in the three retail pillar in T1 arrivals.

Brands participating in the launch include Marriott, NRMA Insurance, Volvo Cars, Westpac, Jim Beam, and Burberry.

Enright added: “These new assets give brands greater flexibility to connect with high-value travellers throughout the airport journey. We’re seeing strong demand from advertisers who want to show up in bold, memorable ways, especially when the formats are smart, digital, and designed for high-attention moments.”

This marks the first phase of the out-of-home advertising company’s broader Iconic Impact rollout at Sydney Airport, with further developments planned in 2025.

JCDecaux holds exclusive advertising rights across all domestic and international terminals at Sydney Airport.

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Email marketing remains one of the most effective ways for brands to directly reach customers amid an evolving marketing landscape.

Nearly 59% of marketers said their e-mail marketing campaigns had an open rate between 20% and 50%, while another 23.3% noted their open rates were above 50%, according to a 2024 survey by Statista.

What makes email an effective channel, and how is Intuit Mailchimp leveraging its tech power to offer its clients smarter ways to campaign?

Mediaweek spoke to Katy Pilar, Marketing Lead, APAC, Intuit Mailchimp, about email’s enduring edge, leveraging and implementing AI, balancing automation and human connection, and what is coming up for the APAC region.

Email’s enduring edge – and how Mailchimp is making it smarter

In an era where efficiency, ownership, and meaningful connection matter and economic pressures are reshaping priorities, marketers are revisiting email as a platform to engage customers in targeted, scalable and meaningful ways.

Pilar said: “The thing that makes email special is that everyone knows how to use it. It has billions of users, most of them check it daily.

“We use it as part of our work but also to connect with all the people we love and care about. Email means a lot to people. That’s something we think about a lot at Mailchimp.”

Pilar explained that the goal is to ensure the connections users are experiencing from brands feel consistent, and allow brands to do the personalisation, segmentation and effectiveness work with less effort.

She said: “In the last year, we’ve introduced more than 20 AI integrations throughout our platform that help marketers do optimisation, data analytics, and predict segments previously not accessible to most businesses. That’s where we see the real opportunity for innovation.”

Marketing in a Pressure Cooker: Why Brands Are Reassessing Channels

Marketing budgets have been reduced in spending as a result of macroeconomic pressures, and as a result, customers, who have been cost-conscious, have been more so in recent times.

Pilar said marketers have been pressured to find cost-effective ways to connect more consistently throughout the year and to cut through sales, promotions and discounting.

She called the entry of AI into the market a pivot point for marketing, and that “marketers are seeking channels that give them more control but are also more reliable for them.”

“In the email space, we’re hearing our customers and prospective customers are investing in email because they own it as an end-to-end channel and are not relying on any intermediaries for the connection they’re building with their customers and prospects.

“That is a pivot we’re seeing and one of the advantages is it can be personalised, segmented, customisable and one-on-one than some other channels.”

She noted that in the past it was labour-intensive and now marketers are adopting AI that’s built into the Mailchimp platform and tools to make personalisation, optimisation and responding to behavioural signals efficient and faster.

Efficiency Meets Empathy: How AI Helps Marketers Do More With Less

Striking a balance between AI and automation with human connection with customers goes hand-in-hand. For Pilar, neither are competing forces, and they move toward the same goal.

“In recent years, brands have become better at personalising interests and products. They were making those emails feel slightly more personalised in blocks.

“Now, the quality of the technology is getting to the point where we can use it to make it seamless to communicate to people on a one-on-one level where we know we’re analysing the data and leveraging it to communicate to them.”

Pilar highlighted Mailchimp’s predictive segment AI tool, which analyses data, past user behaviour, and finds users with similarities, as an interesting feature that provides results.

“We’ve seen an aggregate across our customer base that businesses using predictive segments are seeing 140% more revenue. It’s one way of showing some of these tools, while being less labour intensive to use, are also achieving stronger results.”

Pilar also highlighted UNSW as one of the customers using its AI content tools for its alumni communications.

“They have seen incredible results and improved key metrics such as subject lines and engagement with emails.

“Small tweaks were recommended to their proposed content via AI, which are producing results for them.”

Pilar acknowledged it is tricky for marketers to work harder on tighter budgets with the expectation that they will grow customer relationships. Mailchimp has crunched the numbers and done the research on how they can help customers figure out what to focus on.

She noted the recently published Revenue Blueprint, which surveyed marketers across industries, examined what marketers in high-performing, high-growth and revenue organisations are doing to grow well, and how it differs.

“One of the things we saw is revenue leaders’ group, 89% of those marketers said they are automating almost the entire customer journey.

“It’s not careless at all. It’s incredibly careful the way they map the customer journey and think about the touch points they have with their customers and plan ways to maximise every stage and automate it to scale.

“Increasingly, automation and AI are the only ways to scale effective customer engagement in the environment we’re in.”

From Strategy to Software: Why Integration Is the Next Frontier

Looking ahead, Pilar shared game changers for marketers in the year ahead.

She noted that the marketers who will stand out are those who can figure out where to integrate AI into strategy and where to use human ingenuity and creativity.

Pilar said the risk of using AI to plan, strategise, and create content is sameness.

“The brands that are going to stand out are the ones where they’re investing in human ingenuity at the same rate as AI, and they’re investing in humans who have the right critical thinking and perspective to use it effectively.”

“That’s going to be an important balance we need to strike, and smart brands are already thinking about so they can maintain their point of difference in the market,” she added.

Amid the increased momentum of automation, Pilar noted the importance of true and timely connection with customers and responding to their behavioural signals in real time, like a human-to-human relationship.

“The only way to do it at scale is with smart automation. The customers we work with are seeing the strongest results are the ones leveraging automation.”

Pilar said businesses under pressure will stand out if they can better integrate their marketing and growth strategies with financial operations, ensuring decisions are more closely aligned with bottom-line performance.

What’s Next for Mailchimp: Deepening Investment in APAC

Looking ahead on a global scale, Pilar said Mailchimp is working hard on delivering a platform for businesses of all sizes to grow and run their business with Mailchimp and QuickBooks after Intuit acquired both companies over the last few years.

She also noted the email marketing platform will be ramping up its investment in the APAC region.

“We’ve made a couple of key strategic leadership hires recently, investing in more boots on the ground to support our APAC customers and particularly our ANZ customers.

Australia is our fourth-largest region, and it’s important for us to be working hand-in-hand with our customers here and making sure we’re giving them support.

“Our investment in events like Forward and our SXSW exhibition is a good example of the exciting ways that we’re connecting with customers in the region.”

Top image: Katy Pilar

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“I’ve been very angry – the great Australian dream that I felt like I’d been promised growing up was feeling like a fantasy. I am obviously not alone in this, and that there’s roughly a third of Australians are renters,” Mark Humphries told Mediaweek.

The TV presenter-comedian is fronting a new documentary for streaming service BINGE called Sold! Who Broke the Australian Dream? It seeks to cut through the misconceptions surrounding the housing industry (the problem isn’t international investors and it isn’t a kindly woman named Narelle), to find some answers on why many Australians cannot afford to buy a home to live in.

Throughout his career, Humphries, a self-described “D-list celebrity,” has largely traded in political satire with a shorter-than-intended stint hosting game show Pointless. But with Sold!, Humphries has shifted gears with what is a sort of comedic documentary activism. It’s similar to what Sold! writer-producer Craig Reucassel has been working on with ABC shows War on Waste, Big Weather (and how to survive it), and Fight For Planet A.

At 39 years-old, Humphries is genuine in his anger about how difficult it is to buy a home in Australia. While he’s had some career stumbles here and there, he acknowledges that he’s been relatively fortunate.

“For so many, it just feels completely out of reach. Not just a thing of ‘Well, you put in the hard yards for a few years,’ but it’s reached a point now where it’s like it’s actually not even worth trying. You might as well have that cup of coffee or a piece of avocado toast that you’re told not to because you might as well enjoy yourself rather than punishing yourself on the path to never owning a home,” Humphries said.

Does Humphries believe that he can change the world through comedy?

“I don’t believe that there’s ever one sketch, you know, one piece of comedic material that suddenly creates change. It contributes to the overall conversation. It’s all just part of adding an extra layer to it and keeping the topic front of mind, ideally doing it in a way that, yes, is entertaining, so maybe can, you know, capture a few other people that wouldn’t necessarily engage with the topic because you’ve come at it with humour.

“I don’t have some great hope that the documentary itself will be the thing that finally creates change. It’s just an extra piece in the puzzle and a reminder to those in power that we’re still angry and we’re still going to be loud about it,” Humphries said.

The hope is that the documentary will raise greater consciousness around the causes of Australia’s housing affordability crisis in a similar way to Reucassel’s War on Waste documentary series. That environmentally-focused show, which was based on UK format Hugh’s War on Waste and ran for three seasons on the ABC, is seen by many as a catalyst for changes in Australia such as the plastic bag ban in Australian supermarkets.

A key difference between the shows is that 2017’s War on Waste was impactful because it was broadcast to a mass audience via the ABC. Sold! is instead an on-demand documentary being streamed on subscription service BINGE where it won’t have that immediate viewership tuning in to watch at the same time.

“It is more of a slow burn, because it won’t necessarily be as an event… it was never going to be an event television thing… but rather, it’s something that, I think, people will find over the coming days and weeks.

“I’m not expecting that come Monday, you know, suddenly there’s questions to the Prime Minister… I think I’m a bit more realistic about that,” he said.

A standout moment in the program has ABC finance analyst Alan Kohler appearing in a bathtub to discuss the policies that led to the current crisis. It is an homage to Margot Robbie’s scene in economic political activist film The Big Short, in which Robbie is seen naked in a bathtub discussing subprime mortgages.

While informative, the scene with Kohler is less explicit than some fans may have hoped.

“There was a discussion at one point about whether Alan should actually be nude. He spent much more time in that bathtub than he was anticipating. Because he’s such a pro in terms of what he normally does, he’s used to being in and out quite quickly with his finance reports. I don’t think he was aware of how long it takes to do setups involving bubbles and champagne,” Humphries said.

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Australians are spending more time online than ever before, and a growing chunk of that is going to games.

New data from Ipsos iris, the digital audience measurement currency endorsed by IAB Australia, shows that 16.8 million Australians visited a gaming website or app in June 2025, up 3.9% from the same time last year.

With three in four Australians aged 14 and over engaging with online games across smartphones, tablets, or computers, the picture emerging is one of gaming as a mainstream digital pastime that cuts across generations and devices.

Games usage spans generations, with older Australians leading on time spent

Despite the long-standing stereotype that gaming is the domain of teenagers and twenty-somethings, the data paints a more complex picture. Australians aged 55–64 are now spending more time playing online games than any other age group, clocking in an average of 19 hours per month.

Across the population aged 14+, the average time spent on games each month was 9.8 hours, or roughly 20 minutes per day.

Men and women appear to spend similar amounts of time playing games online. However, men, along with Australians aged 14 to 24, were more likely to seek out additional gaming-related content, including commentary and updates.

Household ownership of gaming consoles also remains significant, with the Ipsos iris Establishment Survey finding 36% of Australian households now own at least one gaming console, indicating continued interest in dedicated gaming hardware alongside mobile and desktop use.

News audiences remain high, but drop slightly following election surge

News consumption remained strong during June, with 21.05 million Australians, 95.1% of the online population aged 14 and over, accessing a news website or app. Although total audience numbers dipped slightly compared to May, when the Federal election drew widespread attention, engagement levels held steady.

Australians spent nearly five hours consuming digital news content throughout the month, consistent with usage patterns from June 2024.

Key domestic news stories included the disappearance and alleged murder of Queensland teenager Pheobe Bishop, ongoing courtroom developments in the Erin Patterson case, and Game II of the 2025 NRL State of Origin series.

Globally, ongoing conflicts in Gaza and Ukraine dominated international coverage. Major events such as Israeli airstrikes on Iranian facilities, Iran’s military response, and the subsequent US involvement kept readers returning for updates.

Coverage of the Air India crash in Ahmedabad also drew national interest. So too did the high-profile wedding of Jeff Bezos and Lauren Sánchez, which made headlines for its scale, cost, and celebrity guest list.

Online categories with biggest growth: energy, sport and games

While overall online engagement remained steady compared to the post-election highs of May, some sectors saw notable increases in digital audiences during June.

The biggest month-on-month audience gains came from energy suppliers/utilities, sports and games categories. Year-on-year, the strongest performers were automotive content (+6.8%), homes and property (+5.5%), games (+3.9%), and entertainment (+3.7%).

Search, social networking, technology, retail, and entertainment were the five most consumed online categories, each drawing more than 21.8 million unique users.

In total, Ipsos iris recorded 22.127 million Australians using the internet in June. People aged 14 and above spent an average of 4.9 hours online per day, an 8.2% increase compared to June last year.

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Mentos has partnered with Rolling Stone Australia (via Havas Play) to launch Mentos Fresh Sounds, a national campaign supporting up-and-coming Australian musicians.

The initiative invites independent artists to submit their music via the newly launched Mentos Fresh Sounds Portal.

Submissions will be reviewed by the Rolling Stone editorial team, offering emerging talent the chance for industry exposure without traditional gatekeeping.

Luisa Dalli, Strategy Director at Havas Media, highlights the importance of timing for the campaign.

“This campaign lands at a pivotal moment for Australia’s music scene. While 71% of the Mentos audience is eager to discover new artists, the reality is, it’s never been harder for local talent to cut through the noise.

“Over 80% of artists on Spotify never even reach 1,000 monthly listeners, underscoring how tough it is to get heard in today’s oversaturated market.”

Selected artists will be featured in the Mentos Fresh Sounds Hub, a dedicated content section across Rolling Stone and Vinyl Media platforms. The hub will showcase artist profiles, interviews, and performances.

Nikolah Gibson, Perfetti Van Melle Senior Brand Manager, said: “Mentos Fresh Sounds is our way of stepping into music culture with intent.”

“Guided by our ‘Yes to Fresh’ brand positioning, we’re committed to unearthing and championing new Aussie artists, helping them break through and bring truly fresh talent to audiences everywhere.”

The campaign kicks off with a spotlight on genre-crossing artist Fool Nelson and will continue over the next three months with rolling content.

“Partnering with Rolling Stone was a deliberate move to embed Mentos in the heart of music culture, not just as a sponsor, but as a genuine supporter of emerging talent,” explained Megan McMurdo, from Havas Play.

“It’s through partnerships like this that we create genuine moments of discovery for fans.”

A live performance event is scheduled at Rolling Stone House during SXSW Sydney in October. The broader campaign includes digital, social, and outdoor media.

CREDITS
Client: Perfetti Van Melle
Strategy and Media: Havas Media
Partnership Management: Havas Play
Campaign Creative: The Idea Shed
Publisher Partner: Vinyl Media Group

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Ryvalmedia has been appointed to handle the full media account for John Cotton Australia (JCA).

The agency’s remit includes media strategy, planning, and buying across all channels. The partnership began in March, with the first campaign now in market.

JCA manufactures pillows and quilts, and produces bedding under brands including Tontine, Doona, Gainsborough, John Cotton, Snuggledown, Dream Away, Crestell, and Luxury Bedding Company.

Tontine, JCA’s flagship brand, has been supplying bedding to Australian households for nearly 70 years, with more than 80% of its products made locally.

“The pitch team, led by our Head of Client, Isabella Jackson, did an outstanding job showcasing John Cotton Australia how our agency model aligns with their growth objectives and brand relaunch aspirations for the future,” Ryvalmedia Managing Director Joseph Pardillo said.

“I take great pleasure in the opportunity to collaborate with an Australian-born manufacturing company that has roots dating back to 1956. We are excited to contribute to their mission of providing quality sleep for Australian families for another 70 years and beyond.”

Ryvalmedia Head of Client, Isabella Jackson, said: “This partnership marks a meaningful alignment between two businesses that value legacy, innovation, and long-term impact.

“With John Cotton Australia’s rich heritage in sleep solutions and a portfolio of trusted Australian brands, and Ryvalmedia’s dynamic, channel-agnostic media approach, we’re well positioned to drive powerful outcomes together. We look forward to supporting their evolution in the market and helping to elevate their brands in the hearts and homes of Australian consumers.”

Lynette Chetcuti, John Cotton Australia, Chief Commercial Officer, said: “At John Cotton Australia, our brands including Tontine, Doona and Gainsborough are trusted staples in millions of Australian homes, and partnering with an agency that truly understands the legacy and future potential of our portfolio was essential.

“Ryvalmedia demonstrated a clear vision for how to elevate our iconic brands such as Tontine through smart, integrated media strategies that resonate with today’s consumer.

“Their appreciation for our heritage, combined with a bold, forward-thinking approach, makes them a strong strategic partner as we continue to build our presence and strengthen the emotional connection Australians have with our products.”

Top image: Isabella Jackson and Joseph Pardillo

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Following YouTube, Meta announced crackdown on ‘unoriginal’ Facebook content Facebook just announced a major push to clean up your feed — and it’s aiming straight at AI junk, stolen videos, and recycled content.

For those who are reposting someone else’s work or relying on low-effort AI-generated material, their reach will take a serious hit – brands this is for you.

Meta’s announcement was that it will take additional measures to crack down on accounts sharing “unoriginal” content to Facebook, meaning those that repeatedly reuse someone else’s text, photos, or videos. This year, Meta has already taken down around 10 million profiles, it said.

Plus, it has taken action against 500,000 accounts that were engaged in “spammy behavior or fake engagement.” Those actions have included things like demoting the accounts’ comments and reducing the distribution of their content to prevent the accounts from monetising.

FINALLY a level playing field ? Thats a wish for many brands and creators alike.

The update arrives as Meta weathers criticism from users across its platforms, Instagram in specific about erroneous, over-enforcement of its policies through automated means. A new petition of over 30,000 asks Meta to fix the issue with wrongfully disabled accounts and its lack of human support, which has users feeling abandoned and has hurt many small businesses.

In the last quarter, Meta said that 3% of its worldwide monthly active users on Facebook were fake accounts, and it had taken action to delete or disable 1 billion fake accounts from January through March 2025.

Meta’s update follows only days after YouTube said it was also clarifying its policy around unoriginal content, including mass-produced and repetitive videos — things that have become easier to generate with the help of AI technology.

With the rise of AI technology, platforms have become flooded with AI slop, a term referencing low-quality media content made using generative AI. On YouTube, AI voice overlaid on photos, video clips, or other repurposed content, thanks to text-to-video AI tools.

Without directly saying so, these types of unoriginal videos are also things that AI tools have made it easier to produce, as low-quality videos will often feature a series of just images or clips (either real or AI), with added AI narration.

Meta also warns creators not to reuse content from other apps or sources, which has been a longstanding rule. It also notes that video captions should be high quality, which could mean cutting down on the use of automated AI captions that aren’t edited by the creator.

BOTTOM LINE: Original, high-quality content is finally being rewarded. This is a huge win for real creators and businesses or brands who’ve been drowned out by bots and copy-paste tactics.

For marketers and entrepreneurs, it’s a reminder to prioritise secure AI practices.

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Insurance marketers are facing growing pressure to cut through a crowded market, as rising customer expectations, stricter data privacy rules, and increasing acquisition costs reshape how they connect with audiences.

Taboola has identified five key trends shaping insurance marketing in 2025, offering insights into how brands can stay competitive and meet customers where they are.

Trend 1: The rise of personalised customer experiences in insurance

Personalisation is no longer optional in insurance—it’s an expectation, according to Taboola. The research found consumers want tailored messaging throughout their buying journey, and marketers are responding by moving beyond traditional demographic targeting.

With growing concerns around third-party data, insurers are turning to first-party data and behavioural signals to deliver more relevant, personalised experiences across channels. This includes behavioural signals, intent data, dynamic landing pages that adjust in real time to reflect user interests

The research noted that personalisation helps insurers build trust early in the customer journey—particularly important in a category where decisions are emotionally driven and highly researched.

In a complex purchase journey with multiple touchpoints, relevance is critical. Personalised messaging can reduce friction by showing only what matters most to each individual—whether it’s a first-time renter looking for peace of mind or a driver comparing auto coverage, the research revealed.

However, the push for personalisation must be balanced with privacy. Insurers can build consumer confidence by maintaining clear, transparent data-use policies and offering easy opt-out options.

Trend 2: Leveraging AI and automation in insurance advertising

AI is changing how insurance marketers operate, offering more efficient ways to target audiences, manage budgets, and optimise creative output, according to the AdTech company.

Insurers are now turning to AI-powered tools to streamline lead generation and improve performance. Recent industry data revealed 82% of insurers say AI adoption is critical, and 79% of principal agents already use or plan to adopt AI.

The data also revealed AI-driven search ad spend is projected to grow from $1 billion USD in 2025 to nearly $26 billion by 2029 Taboola noted insurers are applying AI through real-time targeting based on user behaviour and predicting future behaviour to optimise timing and messaging.

On the bidding front, AI helps automate ad placement and improve conversion efficiency. Taboola noted French insurer GMF used AI bidding and first-party data to achieve an 82% increase in lead volume—well above its initial goal.

AI supports creative optimisation by testing multiple ad variations and scaling what performs best. Progressive Insurance used generative AI to develop 96 audio ad variants in two weeks, resulting in a 31% increase in quote initiations. But the volume of variants also highlighted the importance of balance—too many versions can make modelling less effective.

Taboola noted insurers are using AI chatbots to manage basic customer queries, schedule consultations, and guide users through quotes to support lead conversion. The tools free up agents to focus on policy sales and service. The AdTech company highlighted GEICO has integrated a chatbot into its mobile app, helping users manage policies, view documents, and access coverage details.

AI tools can also forecast customer behaviour, identifying which users are most likely to convert and which offers are most effective. Predictive analytics support more accurate ad placement and campaign timing, while also helping marketers evaluate campaign effectiveness.

Taboola said insurers must navigate implementation costs, learning curves, and compliance challenges. Over-reliance on automation also presents risks—human oversight remains essential to ensure AI strategies align with customer expectations and industry regulations. Ongoing performance monitoring is key to achieving sustainable results.

Trend 3: The growing importance of digital channels and omnichannel strategies in insurance

For insurers, consistency is essential at every stage of the customer journey—from getting a quote to comparing providers. Taboola said predictable and seamless experiences build trust and drive conversions.

With rising costs across paid search and social, marketers are exploring more interactive ad formats to improve engagement and ROI. Many are also embracing omnichannel strategies that connect digital touchpoints and offline interactions.

Taboola noted that 78% of insurers plan to increase tech budgets in 2025, focusing on AI, big data, and cloud infrastructure.

It also reported half of insurance shoppers begin their journey on mobile, while 47% of all insurance purchases now happen through digital channels.

The AdTech company found the top-performing insurers are aligning their digital and offline experiences. A typical omnichannel journey might start with a targeted digital ad, followed by a personalised landing page, then email nurturing, and finally, a sales agent closing the deal.

Post-sale marketing also plays a key role. Tools like SMS reminders for policy renewals help retain customers and reduce churn.

Taboola revealed insurance marketers can optimise each stage of the buyer journey through awareness, consideration, decision and retention.

To avoid drop-offs, the AdTech company noted that marketers must also align digital and offline experiences. This includes consistent messaging across all channels and enabling quote progress to be saved and resumed on different devices.

Mobile optimisation remains critical and Taboola noted that as more consumers research and shop via smartphones, websites must feature fast load times, short and tap-friendly forms, and click-to-call functionality to meet mobile user expectations.

Trend 4: Content marketing and building trust in the insurance sector

Trust is essential in insurance and customers need that extra layer of comfort before signing a contract, so for that reason, content marketing has become a staple in the industry, according to Taboola.

The AdTech platform noted that some of the ways to build authority and foster trust for your insurance brand in 2025 include how-to guides, interactive quizzes, customer testimonials, premium and deductible calculators, thought leadership articles on industry changes, videos and blogs told from the perspective of licensed agents.

A few trends are shaping the type of content that’s landing in 2025. Interactive carousels and dynamic question-and-answer content can capture short attention spans and make customers feel as though they’re part of your brand.

The AdTech company research noted that 70% of marketers surveyed are experimenting with new ad formats but 86% of consumers say they understand.

For insurance marketers, investing in diverse formats should be a priority and interactive tools like premium calculators and educational articles can be ways to attract and engage customers.

Taboola noted that SEO is another area of marketing always changing and insurance marketers should tweak strategy for the techniques that work best in 2025. This includes long-tail queries, hyper-localisation, voice searches and tailoring content to be picked up by AI search.

Video is also dominating content marketing in 2025, particularly with a complex topic like insurance. Videos can help demystify various topics. DirectAsia used short-form video as part of a larger strategy that generated more than 2,000 leads in just a six-month period. Best of all, the company reduced its cost per lead by more than half.

Trend 5: Data privacy and regulatory changes impacting insurance digital advertising

Data privacy remains a critical issue for insurance marketers in 2025 amid changing consumer awareness and evolving global regulations. As insurers handle sensitive personal data, adapting to privacy-first strategies is no longer optional.

Taboola research found privacy laws cover 6.3 billion people—79% of the global population as of late 2024. It also reported 80% of consumers prefer transparency in how their data is used; 62% say they feel uncomfortable with online tracking.

The AdTech company noted that tighter laws now restrict the use of third-party cookies and personal identifiers without consent. This makes traditional retargeting more difficult, particularly across platforms that have reduced or eliminated cookie tracking.

Marketers are shifting toward contextual targeting and behavioural intent signals. For insurers, the stakes are higher with trust a key driver in policy selection, and marketing tactics perceived as intrusive can potentially undermine that trust.

To stay compliant and build confidence with consumers, Taboola suggested insurance marketers should use transparent, easy-to-understand consent language, provide clear options for data sharing and regularly audit third-party vendors for privacy compliance.

The AdTech company also focused on predictive tools that don’t rely on personal identifiers, and offer value in exchange for first-party data, such as useful tools or content

In a privacy-first environment, Taboola noted the ability to engage responsibly will be just as important as the message itself.

Taboola’s marketing insurance trend takeaway

Taboola said personalised insurance marketing is no longer optional, but AI-powered tools make it easier for brands to use contextual tracking and behavioural intent signals to target prospects.

The AdTech company added with many consumers now starting their insurance search on mobile, a seamless omnichannel approach is crucial, but it’s important to build in privacy protections in everything done.

Top image: Adam Singolda

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