Traditional Owners and Molly O’Donnell, Narrabri.
Big brands are backing the First Nations media sector with a record level of advertising investment.
Major brands showcased at the SBS upfront event included Coles, NRMA Insurance and Toyota, all been major supporters of the adland challenge to lift investment via the initiative Beyond 3%.
“Every dollar invested in NITV builds a strong national platform for First Nations voices, which allows us to drive real impact for community and for brands,” said Anna Dancey, national sales manager, NITV.
NITV is the place to reach them. Total consumption is up 7 per cent, and in a declining TV market, our prime-time TV audiences are up 11 per cent year-on-year with our digital reach also surging.”
Dancey noted many of her conversations with marketers were around which brands were investing well and driving results for themselves and also the First Nations media sector.
She noted that 2025 had been a record year for commercial spend with NITV. NRMA Insurance extended its Beyond 3% partnership into a second year, Toyota sponsored the National Indigenous Cricket Championships, and brands such as Coles continued their long-held support of the Beyond 3% initiative.
“I often get asked, who is doing it well?” Dancey said. “NRMA Insurance led the way in 2023 by committing 3 per cent of their marketing budgets to First Nations media, diversifying their investment across NITV and other First Nations media in years since.
“Toyota backed Indigenous sport, helping us broadcast the National Indigenous Cricket Championships for the first time this year.
“And when Beyond 3% launched, Coles answered the call, recognising the value of including ongoing investment in NITV as part of their annual spend.”
According to the latest Census data, First Nations peoples represent 3.8 per cent of the Australian population, but it’s estimated that less than 0.3 per cent of advertising in Australia invested in media is dedicated to reaching these audiences.
Beyond 3% was launched in early 2021 seeking to engage media agencies and marketers to begin to address this gap by learning more about the role and value of First Nations media in Australia today.
“Beyond 3% is your call to act – to do more, learn more, and spend more reaching a market and audience that is growing,” said Dancey.
“Your investment – be it with NITV, or the wider First Nations media sector – delivers.”
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