Wednesday March 4, 2026
After Kyle and Jackie O, what’s ARN’s next move?
In Shakespeare’s Julius Caesar, beware the Ides of March marked a turning point – the betrayal that changed Rome. In 44 BCE, March 15 became synonymous with shock and blood on the Senate floor.
Now, Australians can add another date to the calendar.
At approximately 5:30pm on 3 March, an announcement hit the ASX informing the market that one of the country’s longest-running and most lucrative media partnerships was over.
The Kyle and Jackie O Show would be no more.
“ARN Media Limited [ASX: A1N] announces that Ms Jacqueline Henderson has given notice that she ‘cannot continue to work with Mr Kyle Sandilands,” the statement read.
Et tu, Jackie?
It continued:
“Accordingly, ARN has terminated the services agreement with Henderson Media Pty Ltd, under which Ms Henderson presents the Kyle and Jackie O show. Ms Henderson will cease to present the Kyle and Jackie O show. ARN has also offered to Ms Henderson the possibility of an alternative show on the ARN network.”
Staff blindsided as questions swirl
Sources told Mediaweek staff were informed of the decision only minutes before it was made public.
As it stands, employees have not been told whether their roles will continue at the network.
Beyond the immediate uncertainty inside the building, the strategic implications are significant.
Industry observers say it is difficult to quantify the broader commercial impact of the Kyle and Jackie O deal on ARN’s wider business decisions over the past two years.
The scale of the $200 million commitment meant the network’s breakfast strategy, and much of its cost base, became heavily concentrated around a single franchise.
While the current leadership team did not originate the agreement, some market commentators argue the decision to exit the contract should not be framed as a clear-cut victory.
Instead, they suggest it marks a transition from one high-stakes position to another, with the company now tasked with rebuilding audience share and advertiser confidence without its marquee talent.
The timing also raises questions. As recently as last week, CEO Michael Stephenson publicly reinforced the show’s strength and described its hosts as the biggest stars in Australian radio.
The abrupt pivot leaves the business needing to articulate what comes next, and how it replaces a property it had continued to champion.
Over the past two years, ARN has undergone restructuring and cost adjustments, designed in part to support its national breakfast ambitions.
Some former staff have privately expressed frustration at those trade-offs to Mediaweek, particularly given the current outcome.
Meanwhile, ARN’s Chief Financial Officer, Alexis Poole, has encouraged employees to lean into new technologies, including AI tools such as Microsoft Copilot, as part of broader productivity initiatives.
ARN CEO Michael Stephenson
While digital transformation may improve operational efficiency, rebuilding a national breakfast audience presents a very different challenge.
The irreplaceable problem
The immediate question: who fills the vacuum?
Mediaweek spoke to Game Changers podcast co-host Craig Bruce, who has seen this movie before. Bruce was at Southern Cross Austereo (SCA) during the ill-fated 2DayFM era and understands the challenge of replacing a heritage breakfast brand.
“Irreplaceable, that would be a good way to kind of think about it,” Bruce told Mediaweek.
“You can’t replace a show like Kyle and Jackie O. You just do the best you can and hope that the audience will find a way and be patient with whatever you put in, in its place. But it’s going to be a really high-risk, high-reward act for anyone to go in and be the next show,” he said.
Bruce added that the audience currently listening to KIIS are there only for one reason: Kyle and Jackie O.
“There is no guarantee that any show, regardless of how good it is, can come in and maintain the audience. They could lose half their share, depending on the options in Sydney,” he said.
Luisa Dal Din and Jack Archdale, better known as Lu and Jarch
Sydney option: Lou and Jarch
In Sydney, Bruce points to Luisa Dal Din and Jack Archdale, better known as Lu and Jarch.
“They would be ones to look at. I know they talked about potentially doing breakfast and wanting a national platform. So they would be an option.
“They’re both young. They’ve got energy. They’ve got an audience already. And they’ve got chemistry and connection and all of those things. So I think if there was a ready-made show, and look, it’s not the perfect show, but it would give Dave Cameron and others something to work with,” he said.
The duo recently appeared on Behind the Mic with Mike E, hosted by Michael Etheridge, where they were asked directly about a potential breakfast move.
Archdale said: “It’s a tremendous compliment.”
Dal Din added: “I mean, certainly, we wouldn’t say no to anything, but also I think people forget that our audience is nationwide.”
When asked whether that would require a national breakfast format, Dal Din said: “I think if radio stations are listening, maybe start a national one.”
Etheridge responded: “So we’d need to do a national breakfast?”
Dal Din replied: “I think if radio stations are listening, maybe start a national one.”
Etheridge said: “That would make sense.”
Archdale added: “We’re really loving where we are and what we’re doing.”
Dal Din concluded: “See what happens.”
Toni and Ryan
Melbourne option: Toni and Ryan… at a price
In Melbourne, Bruce believes the most obvious play would be the current podcasting duo of Toni and Ryan.
“Look, if ARN could get Toni and Ryan across the line, that would be the obvious option. But they’ve got such a successful podcast, I don’t think that would happen.”
Failing that, Bruce suggests a more traditional move.
“So maybe take the station a little bit older and go and get Matt Tilley and Jo Stanley and bring the band back together and do a Matt and Joo show. I know Dave and Matt have a great relationship, as does Dave and Jo as well,” he said.
Mediaweek contacted one half of the podcasting duo, Ryan Jon Dunn, and asked whether they would consider the breakfast slot.
Dunn’s reply? “For $201 million for 10 years, we’d consider it. But we’d need TARPer approval [Toni and Ryan Podcaster] for a decision like this, and I’m not sure there is any benefit for them.”
ARN, there’s your price.
Will ARN abandon national breakfast?
Bruce is blunt about the broader strategy.
On whether ARN will retain a national format: “They’re going to run a mile from it if they can.”
And on the KIIS brand itself: “The KIIS brand means nothing. It’s just an empty shell.
“And I say that with respect and with knowledge of what we went through at Today. There’s no equity in the KIIS brand. It’s all with Kyle and Jackie. And they’re walking out the door with the fans at the radio station, not the station itself. So KIIS could do any format tomorrow. It won’t matter because they can start from scratch and go wherever they need to go.”
In other words: this isn’t a programming tweak. It’s a rebuild.
'Incredibly dangerous': Tanya Pilbersek slams Nine's 'MAFS'
Nine’s popular show Married at First Sight has come under fire in the last week for the casting of groom, Tyson Gordon.
Now, even Tanya Pilbersek, Minister for Social Services and member for Sydney, has felt compelled to speak out.
In an Instagram post on Tuesday, Pilbersek posted a video about the appearance of Gordon on the show. She is seen watching a clip on her phone of him being challenged by podcaster and television host Laura Byrne about his attitude to women.
“Seriously, this guys,” she says at the end of the clip. “This is exactly the sort of controlling behaviour that we’re trying to combat when we talk about getting rid of coercive control.
“The fact that this is being mainstreamed on a really popular show is really disappointing.
“I really do think the makers of this show need to think twice before platforming this sort of misogyny.”
View this post on Instagram
‘Coercive control is given a national platform’
Pilbersek added a strong statement in the caption of the post, which has almost 17,500 likes in just 14 hours.
“When men who idolise ‘submissive’ and ‘obedient’ women are normalised on prime-time TV, it means coercive control is given a national platform,” she wrote.
“That’s not entertaining, it’s incredibly dangerous. This is the exact kind of cultural messaging we’re trying to change.
“Messaging which encourages control and dehumanises women, which is supercharged by algorithms peddling misogyny for profit.
“We’re doing our bit as a government – we’ve delayed kids’ access to social media for this very reason, and we’re investing in education programs that promote healthy and equal relationships.”
Pilbersek concluded with the plea, “Please don’t expose your kids to this stuff.”
She finally added, “Let’s continue to call out this behaviour for what it is – the harmful need to exert control over women dressed up as a normal part of a relationship.”
Backlash against Tyson Gordon on MAFS
Tyson Gordon was introduced as an ‘intruder’ groom last week, and audiences have not responded well to his inclusion on the hugely popular show.
Gordon, a 30-year-old former soldier, was matched with 32-year-old real estate agent Stephanie Marshall, who has sparked outrage over his comments about wanting a “submissive” wife, disliking “woke” women and calling stay-at-home dads “feminine.”
On social media, the new groom has been criticised for comments about a woman’s “body count” – referring to the number of sexual partners. He told Marshall on the show that he ended a previous relationship when he learned the woman had had 78 sexual partners, because he “didn’t want to get HIV”.
In a confessional, Gordon added that he wanted a wife with “zero” former partners, describing women with higher “body counts” as “dirty” and with “daddy issues”.
He also told Marshall, “I don’t want a slave for a wife. I want someone who is submissive.”
On social media, viewers said it was “irresponsible” of Nine to broadcast Gordon’s comments without them being challenged more strongly, for fear of them being normalised.
“This is not okay and is not good for young people who watch these clips on social media. It is damaging, and producers should be ashamed,” read one comment.
Another wrote, “He’s prob one of the worst males on MAFS… but there are a lot of men like this… poor Stephanie,” with someone else adding, “This guy is dangerous.”
Finally, this viewer was shocked: “How could the ‘experts’ give someone with these morals a go on this platform ???? Shame shame.”
Former bride Jacqui Burfoot, who appeared on last year’s season, has also commented: “MAFS fans saying producers may have finally gone too far casting Tyson.
“Meanwhile us brides have been calling them out for marrying us to grooms with a history of domestic violence and a criminal record, for many years now.”
If you need help, please reach out to:
Lifeline: Lifeline’s 13 11 14 crisis support service is available 24/7. Anyone in Australia can speak to a trained crisis supporter over the phone at any time. To chat or text for support, or for more information, visit Lifeline at lifelinedirect.org.au/
Top image: Tanya Pilbersek speaks out about ‘MAFS’. Image: Instagram
Julian Morrow sues the ABC over repeated fixed-term contracts
The Sunday Extra presenter and ex-Chaser host Julian Morrow has launched legal against the ABC for allegedly breaching time limits on fixed-term contracts.
Morrow, a former employment lawyer, is arguing that the ABC’s use of fixed-term contracts breaches Labor’s new laws that limit consecutive fixed-term contracts to two years.
Representing himself in the case, Morrow told The Australian Financial Review the ABC’s reliance on rolling contracts is “flagrant illegality”.
He said, “I pointed out to the ABC before the first contract was entered into that this was a breach of their enterprise agreement and they went ahead and did it anyway.
“One of the reasons these practises aren’t challenged is because of the precariousness it imposes on employees.”
The AFR reports that Morrow’s statement of claim said the ABC’s agreement stated “fixed term employment will only be used where the specific job performed by the employee and/or the specific capabilities exercised by the employee are not required on an ongoing basis”.
Morrow has alleged his Sunday Extra role was needed on an ongoing basis, with the program being run weekly since 2012 and having one host at all times.
The ABC is arguing against the case. In its response filed in court the broadcaster said it had not breached the enterprise agreement or the Fair Work Act.
An ABC spokeswoman to The AFR: “As this matter is before the courts it would be inappropriate for the ABC to comment.”
Morrow is no stranger to personal litigation, having in 2020 – 2023 been involved in a long-running legal battle with former business partner Nick Murray over the production of The Checkout.
Top image: Radio presenter Julian Morrow. Image: ABC
'You don’t owe anyone drama': Jim’s Group AI goes off-script offering customer life advice
First, there was Olive.
Not the Mediterranean kind, the chatbot kind.
When Woolworths Group quietly rolled out its AI-powered virtual assistant, shoppers expected help with deliveries and store hours. Instead, some found themselves in what can only be described as accidental group therapy.
Now, there’s Jim.
And if Olive was dabbling in trauma bonding, Jim’s gone full life coach.
Popular social media account missdoublebay has posted screenshots of Jim’s Group’s Live Chat bot engaging in conversations that stretch well beyond mowing quotes and franchise enquiries.
Astrology. Fitness. Relationship trauma. Intermittent fasting.
Beside the screenshots, missdoublebay asked what many were already thinking: was an AI version of Jim Penman really necessary?
Necessary or not, it’s certainly… committed to the bit.
From lawn care to love advice
In one exchange, a user opened with a curveball:
“Hey Jim, my boyfriend just cheated on me what should I do?”
Jim Penman (AI) didn’t flinch.
“I’m really sorry you’re going through that. Betrayal knocks the wind out of you. I’ve had my share of relationship pain, including a divorce that left me with nightmares for years, and I wouldn’t wish that on anyone. What helped me was not trying to solve everything at once, but asking, ‘What’s the next right step?’ One step at a time.
Right now, protect your dignity and your peace. You don’t owe anyone drama. In time, be clear about your non-negotiables. You didn’t cause his choice, and it’s not a verdict on your worth. Hold your head high and take the next right step.”
One commenter summed up the mood succinctly: “Cancelling my therapist. Jim bot, get ready.”
Another added: “When in doubt, least we have AI Jim.”
wham, fasting and a 22 BMI
The bot’s lifestyle advice doesn’t stop at relationships.
When asked, “Whats your drink of choice?” Jim replied:
“I don’t drink alcohol and I don’t touch coffee. My go-to is what I call ‘wham’ – hot water with soy milk. I’ll have eight to ten of those a day.”
A user shot back: “Hot water and soy milk combined should be illegal Jim”
Jim Penman (AI) held firm:
“Ha! People recoil until they try it. It’s simple, warm, and it keeps me off caffeine and booze.”
Elsewhere, the bot detailed its training routine – treadmill running, rowing, push-ups – and its 16:8 fasting approach, explaining it focuses on “half an hour a day that doubles my pulse” and staying around a 22 BMI.
This is no surface-level scripting. This is a fully realised digital Jim.
Woolworths walked so Jim could run
The moment lands just weeks after Woolworths was forced to dial back the personality of its AI assistant, Olive.
Instead of simply tracking orders, Olive was reportedly reminiscing about its “mother” who spoke in an “angry voice”, and referencing an “uncle” in other exchanges.
The saga gathered pace after a Reddit user posted: “Olive AI started telling me about its mother on the phone?”
At the same time, Woolworths told investors it was leaning further into artificial intelligence, flagging plans alongside Google to transform Olive into what it described as a “market-leading conversational shopping companion”, with an upgraded chatbot slated for the second half of the financial year.
Before that revamp has even landed, though, Olive’s scripting appeared to drift off-piste.
Now, Jim’s iteration suggests something else entirely, not rogue AI, but brand amplification taken to its logical extreme.
Mediaweek has reached out to Jim’s Group for comment.
Main image: AI-generated
FABRIC partners with Australian Retail Council to launch new national identity
The Australian Retail Council has officially launched as a new national peak body for the retail sector, following the unification of the Australian Retailers Association and the National Retail Association.
The formation of ARC aims to provide a single, unified voice for retailers of all sizes, strengthening engagement with government, industry partners and stakeholders on the policy and economic issues shaping the sector.
Retail employs more than 1.4 million Australians and plays a significant role in communities across the country. ARC said its creation will help ensure the sector is better understood, properly valued and more effectively represented.
A unified voice for retail
ARC’s brand strategy, platform and visual identity were developed in partnership with FABRIC, drawing on the agency’s experience in the retail sector.
Top Image: FABRIC
The identity is designed to work across multiple stakeholder groups, including retailers, government and industry partners, building clarity and consistency at a time when the sector faces shared and complex challenges.
Gemma Rees, Managing Partner at FABRIC, said the project was about establishing leadership rather than simply refreshing a brand.
“Retail has always been a sector we care deeply about because it’s where the economy meets everyday life. This wasn’t about ‘rebranding’ retail, it was about building a new national voice with the clarity and confidence to lead from day one. ARC now has a platform that speaks in retail’s language: constructive, practical, and built for impact, anchored in a simple truth: retail makes life happen,” Rees said.
Built by retailers, for retailers
Chris Rodwell, Chief Executive Officer of the Australian Retail Council, said the new organisation strengthens the sector’s ability to advocate for practical policy outcomes.
“ARC is a new national voice built by retailers, for retailers. Bringing the ARA and NRA together gives the sector greater strength and impact, and allows us to work more effectively with members, industry partners and governments on practical policies that support retail’s future,” Rodwell said.
“Retail underpins everyday Australian life, and ARC exists to stand up for the people and businesses that make it possible.”
Top Image: FABRIC
Chatime hires Alison Walsh as CMO
Chatime Australia has appointed Alison Walsh as Chief Marketing Officer.
This move strengthens its executive leadership team as the brand sharpens its focus on sales growth and market relevance.
Walsh commenced in the role in February 2026 and is based in Sydney.
Walsh’s past experiences
Walsh brings more than 20 years of experience across competitive consumer brands and joins Chatime following a 17-year career at Guzman y Gomez.
At Guzman y Gomez, Walsh played a key role in scaling the business from start-up to a multi-billion-dollar global brand operating across Australia, Singapore, Japan and the United States.
As the company’s first head-office hire, she worked closely with Founder and CEO Steven Marks and Global CMO Lara Thom to define core brand values and build the marketing foundations that supported rapid expansion.
Across her tenure, Walsh delivered consecutive record-breaking sales results, drove significant market growth and led major campaigns that helped establish Guzman y Gomez as a household name.
Managing Director comments
Charlley Zhao, Managing Director of Chatime Australia, said the appointment comes at an important moment for the business.
“We’re excited to welcome Alison to Chatime at a pivotal moment for the brand,” Zhao said.
“She brings a combination of commercial discipline, brand instinct and hands-on leadership. Alison has a proven track record of aligning strategy, product and brand to drive growth, which will be critical in Chatime’s next phase in Australia.”
As Chief Marketing Officer, Walsh will oversee brand, marketing, product development and growth strategy, with responsibility across national and local area marketing, digital, delivery, social and product innovation.
Walsh comments
Walsh said the focus will be on driving measurable outcomes while staying culturally relevant.
“I’m excited to join the Chatime team, it’s a fun brand with great foundations. Together, we are all focussed on driving sales growth by aligning strategy, brand and commercial outcomes,” she said.
“There’s a clear opportunity to re-energise our core customers while continuing to broaden appeal with young Australians. The priority is moving with pace, staying culturally relevant, and ensuring every initiative delivers measurable commercial impact.”
Top Image: Chatime
The Guardian appoints Ben Wiles as state sales director for Victoria and South Australia
The Guardian in Australia has appointed Ben Wiles as state sales director for Victoria and South Australia.
Wiles brings more than 15 years’ experience across media sales and commercial strategy, with previous roles spanning Are Media and Bauer Media Group.
In the role, Wiles will lead state sales strategy and agency alignment across Victoria and South Australia. The remit includes growth across digital, audio and video, alongside integrated sponsorship campaigns.
He will report to Danika Johnston, director of commercial partnerships.
“The Guardian’s commitment to quality journalism and its trusted, premium environment creates a powerful platform for brands looking to drive meaningful outcomes,” Wiles said. “I’m looking forward to working closely with our agency partners across Victoria and South Australia to deliver smart, effective solutions in a rapidly evolving media landscape, alongside an incredibly talented commercial team.”
What this means for advertisers
The appointment comes as the Guardian continues work on its transformation project, including expanding video and multimedia capabilities and adopting more collaborative ways of working across its global operations.
The Guardian said the shift is creating new opportunities for advertisers to align with major cultural and news moments within what it described as a trusted, premium environment.
Kayo Sports extends F1 rights and brings a dedicated motorsport show
Kayo Sports has announced a new Formula 1 rights partnership extension and unveiled a dedicated weekly motorsport show as part of its 2026 season launch in Melbourne.
The announcement was made at the F1 Exhibition at the Melbourne Convention and Exhibition Centre, where Foxtel Group CEO Patrick Delany confirmed the extended agreement.
The partnership ensures Australian audiences will continue to receive coverage of every Formula 1 race, qualifying and practice session, alongside MotoGP and Supercars, on Kayo Sports.
Patrick Delany
CEO comments
Delany said the extension reinforces Kayo Sports’ position in motor racing.
“Kayo SPORTS is Australia’s sports leader with the best in live sport, which is well-illustrated by having Formula 1®, MotoGP and Supercars all in one place,” Delany said.
“Fans are telling us they want more during the week, so we are giving them more in a format that has demonstrated its success and popularity.
“We are constantly looking for ways to push the boundaries of sports broadcasting, driving continued innovation and new initiatives that elevate the experience for both our fans and our sporting partners. By expanding our stunning 4K coverage to bring customers closer to the track, and investing in dedicated, world-class programming, we are ensuring that Fox Sports and Kayo SPORTS remain the ultimate 24/7 destination for motorsport fans.”
The coverage includes live and 4K broadcasts, along with additional live feeds and Kayo Minis.
New weekly motorsport show
Alongside the rights extension, Kayo Sports confirmed a new weekly one-hour motorsport program, extending its 360 franchise into racing. The show will sit alongside AFL 360 and NRL 360 and will launch next week.
Image: Kayo Sports
The program will deliver analysis and access across Formula 1, Supercars, MotoGP and other categories, featuring a rotating panel of drivers and experts.
Broader motorsport slate
The 2026 motorsport season will also include live coverage of NASCAR, the World Superbike Championship, the Australian Rally Championship, Shannons SpeedSeries and GT World Challenge.
Jess Yates and David Croft Image: Kayo Sports
The launch event drew drivers, executives and sporting figures, including Craig Lowndes, Mark Skaife, Chaz Mostert, Molly Taylor, David Croft, Jess Yates and AFL and NRL personalities.
The 2026 motorsport season continues with the Australian Grand Prix in Melbourne from 6 to 8 March.
Top Image: Kayo Sports
Are Media appoints Shannon Fitzpatrick in lead data role
Are Media has appointed digital and advertising technology leader Shannon Fitzpatrick as Head of Data, AdTech & Commercial Operations.
Effective immediately, Fitzpatrick will oversee Are Media’s digital advertising ecosystem, first-party data strategy and commercial operating model, leveraging the company’s owned and partner network, including People Inc.
Together, the network reaches more than 10 million Australian consumers each month.
Fitzpatrick’s past experiences
The appointment is part of Are Media’s broader shift towards a more integrated, omnichannel commercial model aimed at connecting high-intent audiences with brands in privacy-first ways.
Fitzpatrick brings more than 20 years’ experience across digital media, marketplaces and AdTech, with senior roles at eBay Classifieds, Domain, News Corp and Fairfax. His background spans commercial strategy, product, data, AdTech and operations.
Prior to joining Are Media, he founded FMA Consulting, focusing on media growth, privacy-first advertising and responsible AI governance.
He has also contributed to industry initiatives through the Independent Media Agencies of Australia, most recently supporting the development of Privacy, Data Governance and Responsible AI principles for the Australian media sector.
Anna Quinn comments on Fitzpatrick’s appointment
Anna Quinn. Image: Are Media
Are Media Sales Director Anna Quinn said the appointment reflects continued investment in data and advertising technology.
“Shannon brings a rare combination of deep AdTech expertise, commercial leadership and experience in governance.
“His experience will play a critical role in strengthening our data capabilities, streamlining our commercial operations and unlocking new growth opportunities for our partners that are measurable and differentiated when it comes to connecting with Australian women at scale,” Quinn said.
Fitzpatrick says there’s already “strong momentum”
Fitzpatrick said he is focused on building on the business’s existing momentum.
“I’m incredibly excited to be joining Are Media and working with such an experienced leadership team to accelerate our data-first strategy, alongside an omnichannel AdTech ecosystem that connects high-intent audiences with brands through the power of premium content,” he said.
“What excites me most is the strong momentum already underway across the business. The focus now is simplifying our offering, embedding strong governance and advancing privacy-centric, responsible data solutions that provide brands with more effective and measurable ways to connect with consumers.”
Top Image: Are Media
Fan favourites Brax and Ricky return to Home and Away
Stephen Peacocke and Bonnie Sveen will return to Home and Away in a Western Australia-set event that begins on Monday, 9 March, airing at 7.00pm on Seven and 7plus.
The episodes mark the characters’ first appearance in the series in around a decade, and shift the action from Summer Bay to locations across WA.
Brax and Ricky on Home and Away.
When do Brax and Ricky return to Home and Away?
Brax and Ricky return from 7.00pm on Monday, 9 March, on Seven and 7plus.
The network says Brax is now working on a remote cattle station in the WA outback. Ricky and their son Casey, played by Austin Cutcliffe, are also living there.
Their new life is disrupted when Tane, played by Ethan Browne, arrives in WA after being framed for a crime. He turns to Brax for help to disappear.
With police launching a nationwide manhunt, the family faces the risk that helping Tane could expose them and unravel the life they have built.
Where was it filmed?
Production took place in October across multiple WA locations, in partnership with Tourism Western Australia.
- Elizabeth Quay, Perth
- Bullara Station, near Exmouth
- Ningaloo Coast World Heritage Area, including Coral Bay
- Cape Range National Park: Charles Knife Canyon, Yardie Creek, Turquoise Bay and Shot Hole Canyon
Home and Away airs at 7.00pm Monday, 9 March on Seven and 7plus.
News Nation report: Australians trust news over socials
Algorithmic feeds and AI-generated slop rapidly dominate the internet. But a silver lining exists for publishers. Australians actively seek out professional journalism as an essential antidote to unverified online noise.
The inaugural News Nation report from ThinkNewsBrands paints a fascinating picture of a highly discerning local audience. We might use social platforms for speed, but we rely heavily on established news brands for actual truth.
ThinkNewsBrands chief executive officer Vanessa Lyons says the comprehensive research proves the enduring power of news media.
“The research shows Australians’ appetite for news remains strong, what’s shifting is how and why they access it,” Lyons said.
The trust gap and the verification layer
Crucially for media buyers, this research thoroughly debunks lingering brand safety myths surrounding hard news.
As global concerns around misinformation peak, Australia actually leads the world in anxiety over the issue. A significant 74% of people state that fake news on social platforms is a primary concern. This fear highlights a cavernous trust gap.
A massive 78% of Australians view national news publishers as trustworthy. While only 36% of Aussies say the same of content creators. Further twisting the knife, 57% of Australians view influencers and celebrities as active misinformation risks.
Instead of abandoning social media entirely, audiences cleverly develop a hybrid news diet. Almost two in five people deliberately turn to news media to fact-check the wild claims they encounter on social platforms.
Lyons noted that social platforms simply direct audiences to news sites where readers slow down to absorb the journalism they actually value.
“Fact-checking social content through journalism is becoming a common Australian behaviour,” Lyons said. “This behaviour is even more pronounced when big stories break.”
Debunking the Gen Z myth
A persistent industry misconception suggests younger audiences completely ignore traditional news. However, News Nation reveals Gen Z consumers actually hunt down news voraciously.
Gen Z outpaces every other demographic in news subscriptions. More than half of them regularly curate and rely on five or more news sources, leaving the 45 to 64 demographic in the dust at just 39%.
Throw in the fact that almost one in three Gen Z consumers gladly pay for news, and the old narrative totally flips.
This willingness to pay extends beyond youth demographics. Despite cost of living pressures dominating headlines, Australian audiences actively open their wallets wider for verified information.
The average number of subscriptions has increased to 3.7 per person, up from 3.3 last year, pushing the total average monthly spend on information and subscription services to $78.
“Gen Z is not consuming less news, rather they’re curating more,” Lyons explained. “And, while engagement with news media looks different to older generations, their reliance on credible sources remains strong.”
The cost of the brand safety myth
For media agencies, the most pressing finding involves the unintended commercial consequences of aggressive keyword blocking. The report argues automated brand safety tools act as a blunt instrument. They fail to distinguish between genuinely unsafe content and credible reporting, which ultimately hurts the advertisers they supposedly protect.
Lyons provided a stark example from this year’s Australian Open.
The Alcaraz Djokovic 25-shot rally was a match highlight but the word ‘shot’ would have blocked ads. Source: YouTube
“Carlos Alcaraz and Novak Djokovic had a 25-shot rally, it was a match highlight,” Lyons said. “But that single word ‘shot’ would have immediately blocked thousands of ads from appearing in a very desirable high-attention environment, a missed opportunity for brands.”
The data backs up this massive missed opportunity. A US study of 50,000 people found zero meaningful difference in brand reputation or purchase intent between brands advertising next to hard or soft news.
Actually, 85% of Australians reported feeling greater confidence in a brand when they encountered it within a journalistic environment.
High attention equals high ROI
When Australians consume journalism, they lean in. Three in four readers slow down and focus their attention rather than passively scrolling. This focused environment pays massive dividends for brands smart enough to buy in.
Brands appearing in news environments see 6.4 times higher unprompted brand recall, hitting 32% compared to a dismal 5% for the rest of the internet. Consideration to act also jumps 3.5 times higher. Across all categories, news delivers an average return on investment of $3.90 for every $1 spent. This return skyrockets even higher for specific sectors, peaking at an impressive $7 for auto and $5.90 for travel.
ThinkNewsBrands chair and News Corp Australia state managing director for Queensland, Laura Maxwell, notes that while technology changes distribution, the core value of journalism remains untouchable.
“News media remains essential and is critical to how we understand events, each other, and the world around us,” Maxwell said. “In a climate of declining social cohesion and information overload, high-quality, trusted journalism has never mattered more.”