The last home and away AFL matches of season 2024 were played in front of massive audiences. Data supplied by Foxtel Media tells just how many tuned in to the last match of the season which helped decide the shape of the final series.
The NRL season started with record viewers watching the Vegas games and the numbers stayed high across the season. There are just two more rounds until its final series launches.
Fox Footy viewers hear the last Seven commentary
The final AFL round marked a minor sports rights milestone. The games that featured Seven commentary and were screened on Fox Footy via Foxtel and Kayo were the last regular season games from the expiring rights agreement. From the start of the 2025 season, Seven commentators will no longer be heard on Foxtel Group coverage.
That AFL deal expires after four weeks of finals.
From 2025, the new rights deal allows Fox Footy to mount its own coverage for every match. One of the ramifications is that there will be more work for commentators. There’s already been at least one bidding war for talent. A battle that saw Seven ultimately sign outgoing Nine AFL analyst Kane Cornes. The former Port Adelaide star is expected to star in new programming on Seven supporting its live coverage each weekend.
See also: Bombshell footy trade – Kane Cornes quits Nine, signs with Seven for 2025 and beyond
Fox Footy is believed to be recruiting too and is expected to refresh its weeknight programming that runs between the end of the Sunday games and the start of a new round on a Thursday night.
Mediaweek was granted an insight into just how popular both codes were for viewers subscribing to Foxtel and Kayo this year.
Football codes started strongly
Martin Medcraf, Foxtel Media sport sales and partnerships director, explained: “The AFL and NRL have both had thrilling seasons this year and it’s clear that the fans have loved the excitement from the very start. In early April, the second annual AFL Gather Round broke AFL streaming records across Kayo Sports, with a record of 252 million minutes viewed. This made the 2024 Gather Round the #1 streamed AFL round of all time.
“With the NRL, the Vegas Round matches featuring the Sea Eagles vs the Rabbitohs and the Roosters vs the Broncos are the top two rating matches for the season, so far.”
Foxtel Media’s Marty Medcraf and Nev Hasan in Las Vegas for the start of the NRL season
AFL and NRL both grew audience significantly
Medcraf continued: “The enthusiasm continued from there. The AFL 2024 season has seen an increase of 33% on 2023, with an average audience of 397,000. Last Sunday’s Fremantle vs Port Adelaide game led the season with an average audience of 710,000 across Kantar STB and streaming VPM, closely followed by the Carlton vs St Kilda game at 685,000.
“NRL rounds 1-25 followed suit with an average audience of 483,000, +18% from last season.
Foxtel Media sponsorship campaigns overdeliver
Viewing numbers indicate the audience has been happy with the coverage. A total of 57 sponsorship packagers sold have also given advertisers reason to be pleased, said Medcraf.
“The viewer success is backed by incredible sponsor engagement, with 30 sponsors for the AFL season and 27 for the NRL. Moreover, all sponsors have been able to campaign plan using Kantar Media analysed viewing data for the most accurate audience insights. In fact, every campaign is on track to overdeliver for the season based on these insights.
“With massive, loyal viewership across platforms and precisely measurable outcomes, brands know there’s only one place to be when it comes to sports advertising. And we will continue to be that place with broadcast and streaming rights secured for the AFL/AFLW until 2031 and NRL/NRLW until 2027.”
Importance of Foxtel Media revenue
Just two weeks ago. Foxtel Group chief executive Patrick Delany spoke to Mediaweek about Foxtel Media-generated advertising revenues.
“Ad revenue is a fantastic story this year. We’re seeing a flight towards digital assets for advertising. That’s driven by younger Australians, single income, no kids, double income, no kids and younger families.
“In ad revenue, we put on $45 million year-on-year, which is good, given that there’s a decline in linear. Advertising revenues are up 6% year-on-year, but digital revenues are up 40% year-on-year. What you’ve got to remember: that is in an advertising market that’s been bashed around a little bit by consumer sentiment.”
See also: Patrick Delany updates Foxtel performance and strategy, a roadmap that has attracted an investor