It was $30mill so not that expensive compared to other sports rights. I think SBS’s relationship with FIFA helped them get the rights.
Makes you think that SBS could have commissioned a morning news bulletin to promote its evening news.
I’m sure it’d be a different story if there were games in our prime time or if Australia ever holds the World Cup, where it’s a premium and ad spots too.
Look at the insane (all-time record) numbers from the WWC a few years ago.
Plus possibly because they’re public, FIFA might ask a CFTA like Seven, Nine or 10 for a lot more.
Football has always been a hard sport for commercially driven channels to drive revenue from, because there are few ad opportunities (compared to NRL, AFL, cricket - and those are just Australian sports).
I suspect that with the “hydration” breaks coming in, it might be more appealing for the main networks in the future.
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True, good point
At the end of the day it’s good management of their budget to be able to afford / pay the rights. They make commissioning choices based on what they can afford.
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Seven and Nine seem to be doing okay from their respective telecasts… Origin rated 4m x 3…
Yes but that’s not football. That’s AFL and rugby league, as I quite clearly mentioned in my post.
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We’re talking about audiences of 1, 2 & 3m plus throughout the tournament.
I don’t think any commercial network should find that a hard sell.
They shouldn’t but it’s the 45 minutes (more like 50-55 with pre game and added time) straight without being able to commercialise it that’s always been the issue.
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I think there are also a couple of other elements to it as well:
We know that SBS are expected to make a loss on the rights of around $8 million. While that isn’t a huge amount, the commercial FTA networks would be considering whether that would be worth it, particularly given they would likely need to pay more than SBS currently do. Ultimately that would lead to games going behind a paywall and a more cutback production to save costs, which would produce a much lower quality product.
Timezones are also a major consideration. We have seen some massive ratings this WC, but that has been helped by having pretty favourable time slots, including having two Australia games played in early-mid afternoon slots on the east coast. The next tournament will be back in Europe, so the timings of games will be far less favourable for the regular viewer.
There’s also the competition aspect with other codes and shows, which is a particular problem for Seven and Nine. We see SBS turn their main channel into World Cup central for the duration of the tournament, with pretty much every game shown live on it and replays throughout the day. There is no way any other network would do the same given they have so many other competing interests.
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I agree with all of that - but it wouldn’t stun me to see Stan for example try and follow the TVNZ event pass model (hybrid free and paywalled) for 2030
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AFL is not football? What does the F stand for?
Let’s not be obtuse.
The discussion was Football World Cup, and the sport of football.
No one is doubting AFL drives revenue - I even said it in my post as a comparison point to football.
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Total TV Consolidated 7 Days
Total TV Consolidated 7 Top 30 Programs Total People
| Rank | Description | Network | Reach | Average | BVOD |
|---|---|---|---|---|---|
| 1 | 2026 FIFA WORLD CUP QF: NOR V ENG LIVE | SBS | 4,409,000 | 2,418,000 | 1,357,000 |
| 2 | 2026 FIFA WORLD CUP QF: ARG V SUI LIVE | SBS | 3,782,000 | 1,919,000 | 1,064,000 |
| 3 | 2026 FIFA WORLD CUP QF: NOR V ENG POST-MATCH | SBS | 2,337,000 | 1,495,000 | 851,000 |
| 4 | SEVEN NEWS – SUN | Seven | 2,283,000 | 1,419,000 | 173,000 |
| 5 | FARMER WANTS A WIFE – SUN | Seven | 2,280,000 | 1,318,000 | 447,000 |
| 6 | 9NEWS SUNDAY | Nine | 2,100,000 | 1,273,000 | 215,000 |
| 7 | LEGO MASTERS BRICKTACULAR | Nine | 1,945,000 | 776,000 | 164,000 |
| 8 | 2026 FIFA WORLD CUP QF: ARG V SUI POST-MATCH | SBS | 1,749,000 | 892,000 | 465,000 |
| 9 | AL JAZEERA ENGLISH NEWS MORNING | SBS | 1,363,000 | 757,000 | 392,000 |
| 10 | 7NEWS SPOTLIGHT | Seven | 1,360,000 | 610,000 | 102,000 |
| 11 | 2026 FIFA WORLD CUP QF: ARG V SUI PRE-MATCH | SBS | 1,334,000 | 769,000 | 407,000 |
| 12 | 60 MINUTES | Nine | 1,260,000 | 639,000 | 106,000 |
| 13 | MASTERCHEF AUSTRALIA SUN | 10 | 1,239,000 | 809,000 | 212,000 |
| 14 | SUNDAY AFTERNOON NRL LIVE | Nine | 1,200,000 | 511,000 | 101,000 |
| 15 | SEVEN’S AFL: SUNDAY AFTERNOON FOOTBALL | Seven | 1,101,000 | 365,000 | 46,000 |
| 16 | 2026 FIFA WORLD CUP QF: NOR V ENG PRE-MATCH | SBS | 1,094,000 | 426,000 | 224,000 |
| 17 | ABC NEWS SUNDAY-EV | ABC | 1,093,000 | 818,000 | 58,000 |
| 18 | RACE AROUND THE WORLD-EV | ABC | 1,004,000 | 590,000 | 97,000 |
| 19 | WEEKEND SUNRISE – SUN | Seven | 854,000 | 342,000 | 43,000 |
| 20 | SUPERCARS CHAMPIONSHIP: TOWNSVILLE 500 SUN RACE | Seven | 790,000 | 203,000 | 22,000 |
| 21 | 2026 PROMX LIVE | SBS | 765,000 | 167,000 | 72,000 |
| 22 | THE DISAPPEARANCE OF WILLIAM TYRRELL (R) | Seven | 687,000 | 277,000 | 35,000 |
| 23 | INSIDERS-AM | ABC | 663,000 | 432,000 | 62,000 |
| 24 | 10 NEWS SUN | 10 | 646,000 | 228,000 | 20,000 |
| 25 | 9NEWS LATE | Nine | 631,000 | 328,000 | 45,000 |
| 26 | WEEKEND TODAY – SUNDAY | Nine | 626,000 | 200,000 | 37,000 |
| 27 | WATSON | 10 | 594,000 | 227,000 | 22,000 |
| 28 | 2026 TOUR DE FRANCE: STAGE 9 LIVE | SBS | 588,000 | 188,000 | 42,000 |
| 29 | WEEKEND BREAKFAST-AM | ABC | 586,000 | 138,000 | 14,000 |
| 30 | THE BIG BANG THEORY RPT | 10 | 534,000 | 89,000 | 6,000 |
Total TV Consolidated 7 Top 30 Programs 25-54
| Rank | Description | Network | Reach | Average | BVOD |
|---|---|---|---|---|---|
| 1 | 2026 FIFA WORLD CUP QF: NOR V ENG LIVE | SBS | 2,212,000 | 1,253,000 | 787,000 |
| 2 | 2026 FIFA WORLD CUP QF: ARG V SUI LIVE | SBS | 1,947,000 | 1,038,000 | 614,000 |
| 3 | 2026 FIFA WORLD CUP QF: NOR V ENG POST-MATCH | SBS | 1,178,000 | 768,000 | 494,000 |
| 4 | 2026 FIFA WORLD CUP QF: ARG V SUI POST-MATCH | SBS | 913,000 | 475,000 | 270,000 |
| 5 | FARMER WANTS A WIFE – SUN | Seven | 745,000 | 446,000 | 223,000 |
| 6 | LEGO MASTERS BRICKTACULAR | Nine | 725,000 | 323,000 | 94,000 |
| 7 | AL JAZEERA ENGLISH NEWS MORNING | SBS | 699,000 | 411,000 | 228,000 |
| 8 | 2026 FIFA WORLD CUP QF: ARG V SUI PRE-MATCH | SBS | 687,000 | 408,000 | 236,000 |
| 9 | 9NEWS SUNDAY | Nine | 663,000 | 373,000 | 107,000 |
| 10 | SEVEN NEWS – SUN | Seven | 616,000 | 348,000 | 82,000 |
| 11 | 2026 FIFA WORLD CUP QF: NOR V ENG PRE-MATCH | SBS | 539,000 | 196,000 | 128,000 |
| 12 | MASTERCHEF AUSTRALIA SUN | 10 | 477,000 | 313,000 | 108,000 |
| 13 | SUNDAY AFTERNOON NRL LIVE | Nine | 415,000 | 177,000 | 53,000 |
| 14 | 60 MINUTES | Nine | 409,000 | 201,000 | 54,000 |
| 15 | 7NEWS SPOTLIGHT | Seven | 400,000 | 183,000 | 49,000 |
| 16 | 2026 PROMX LIVE | SBS | 363,000 | 96,000 | 42,000 |
| 17 | SEVEN’S AFL: SUNDAY AFTERNOON FOOTBALL | Seven | 351,000 | 125,000 | 24,000 |
| 18 | RACE AROUND THE WORLD-EV | ABC | 243,000 | 159,000 | 43,000 |
| 19 | SUPERCARS CHAMPIONSHIP: TOWNSVILLE 500 SUN RACE | Seven | 242,000 | 56,000 | 10,000 |
| 20 | WEEKEND SUNRISE – SUN | Seven | 221,000 | 87,000 | 22,000 |
| 21 | THE BIG BANG THEORY RPT | 10 | 210,000 | 38,000 | 3,000 |
| 22 | WATSON | 10 | 203,000 | 81,000 | 11,000 |
| 23 | 2026 TOUR DE FRANCE: STAGE 9 LIVE | SBS | 198,000 | 66,000 | 22,000 |
| 24 | WEEKEND TODAY – SUNDAY | Nine | 196,000 | 62,000 | 19,000 |
| 25 | THE DISAPPEARANCE OF WILLIAM TYRRELL (R) | Seven | 193,000 | 79,000 | 17,000 |
| 26 | 10 NEWS SUN | 10 | 180,000 | 66,000 | 10,000 |
| 27 | 9NEWS LATE | Nine | 174,000 | 90,000 | 23,000 |
| 28 | ABC NEWS SUNDAY-EV | ABC | 166,000 | 114,000 | 21,000 |
| 29 | WIDE WORLD OF SPORTS | Nine | 157,000 | 65,000 | 17,000 |
| 30 | THE MORNING SHOW – WEEKEND | Seven | 156,000 | 54,000 | 13,000 |
Total TV Consolidated 7 Top 30 Programs 16-39
| Rank | Description | Network | Reach | Average | BVOD |
|---|---|---|---|---|---|
| 1 | 2026 FIFA WORLD CUP QF: NOR V ENG LIVE | SBS | 1,358,000 | 741,000 | 497,000 |
| 2 | 2026 FIFA WORLD CUP QF: ARG V SUI LIVE | SBS | 1,215,000 | 640,000 | 398,000 |
| 3 | 2026 FIFA WORLD CUP QF: NOR V ENG POST-MATCH | SBS | 692,000 | 414,000 | 300,000 |
| 4 | 2026 FIFA WORLD CUP QF: ARG V SUI POST-MATCH | SBS | 549,000 | 277,000 | 167,000 |
| 5 | 2026 FIFA WORLD CUP QF: ARG V SUI PRE-MATCH | SBS | 410,000 | 227,000 | 144,000 |
| 6 | AL JAZEERA ENGLISH NEWS MORNING | SBS | 369,000 | 212,000 | 138,000 |
| 7 | FARMER WANTS A WIFE – SUN | Seven | 319,000 | 197,000 | 122,000 |
| 8 | 2026 FIFA WORLD CUP QF: NOR V ENG PRE-MATCH | SBS | 317,000 | 109,000 | 74,000 |
| 9 | LEGO MASTERS BRICKTACULAR | Nine | 309,000 | 129,000 | 47,000 |
| 10 | 9NEWS SUNDAY | Nine | 276,000 | 150,000 | 53,000 |
| 11 | SEVEN NEWS – SUN | Seven | 241,000 | 126,000 | 40,000 |
| 12 | MASTERCHEF AUSTRALIA SUN | 10 | 219,000 | 141,000 | 56,000 |
| 13 | 2026 PROMX LIVE | SBS | 200,000 | 59,000 | 26,000 |
| 14 | SUNDAY AFTERNOON NRL LIVE | Nine | 186,000 | 74,000 | 29,000 |
| 15 | SEVEN’S AFL: SUNDAY AFTERNOON FOOTBALL | Seven | 173,000 | 66,000 | 14,000 |
| 16 | 60 MINUTES | Nine | 152,000 | 67,000 | 25,000 |
| 17 | 7NEWS SPOTLIGHT | Seven | 132,000 | 62,000 | 24,000 |
| 18 | RACE AROUND THE WORLD-EV | ABC | 114,000 | 81,000 | 21,000 |
| 19 | THE BIG BANG THEORY RPT | 10 | 96,000 | 17,000 | 2,000 |
| 20 | WATSON | 10 | 82,000 | 32,000 | 5,000 |
| 21 | 2026 TOUR DE FRANCE: STAGE 9 LIVE | SBS | 79,000 | 22,000 | 10,000 |
| 22 | SUPERCARS CHAMPIONSHIP: TOWNSVILLE 500 SUN RACE | Seven | 77,000 | 17,000 | 5,000 |
| 23 | ABC NEWS SUNDAY-EV | ABC | 71,000 | 54,000 | 10,000 |
| 24 | WEEKEND TODAY – SUNDAY | Nine | 70,000 | 19,000 | 9,000 |
| 25 | 9NEWS LATE | Nine | 66,000 | 30,000 | 11,000 |
| 26 | UFC 329 PRELIMS | 10 | 65,000 | 21,000 | 1,000 |
| 27 | WEEKEND SUNRISE – SUN | Seven | 64,000 | 24,000 | 10,000 |
| 28 | THE DISAPPEARANCE OF WILLIAM TYRRELL (R) | Seven | 63,000 | 22,000 | 8,000 |
| 29 | 10 NEWS+ | 10 | 61,000 | 26,000 | 5,000 |
| 30 | 10 NEWS SUN | 10 | 56,000 | 21,000 | 4,000 |
Total TV Consolidated 7 Top 30 Programs Grocery Shoppers
| Rank | Description | Network | Reach | Average | BVOD |
|---|---|---|---|---|---|
| 1 | 2026 FIFA WORLD CUP QF: NOR V ENG LIVE | SBS | 3,196,000 | 1,792,000 | 1,043,000 |
| 2 | 2026 FIFA WORLD CUP QF: ARG V SUI LIVE | SBS | 2,772,000 | 1,428,000 | 810,000 |
| 3 | SEVEN NEWS – SUN | Seven | 1,826,000 | 1,144,000 | 140,000 |
| 4 | FARMER WANTS A WIFE – SUN | Seven | 1,813,000 | 1,071,000 | 362,000 |
| 5 | 2026 FIFA WORLD CUP QF: NOR V ENG POST-MATCH | SBS | 1,712,000 | 1,106,000 | 661,000 |
| 6 | 9NEWS SUNDAY | Nine | 1,657,000 | 1,014,000 | 175,000 |
| 7 | LEGO MASTERS BRICKTACULAR | Nine | 1,456,000 | 557,000 | 133,000 |
| 8 | 2026 FIFA WORLD CUP QF: ARG V SUI POST-MATCH | SBS | 1,267,000 | 653,000 | 360,000 |
| 9 | 7NEWS SPOTLIGHT | Seven | 1,104,000 | 499,000 | 83,000 |
| 10 | 60 MINUTES | Nine | 1,007,000 | 517,000 | 88,000 |
| 11 | AL JAZEERA ENGLISH NEWS MORNING | SBS | 1,000,000 | 574,000 | 306,000 |
| 12 | MASTERCHEF AUSTRALIA SUN | 10 | 994,000 | 663,000 | 176,000 |
| 13 | 2026 FIFA WORLD CUP QF: ARG V SUI PRE-MATCH | SBS | 991,000 | 578,000 | 316,000 |
| 14 | SUNDAY AFTERNOON NRL LIVE | Nine | 930,000 | 399,000 | 81,000 |
| 15 | ABC NEWS SUNDAY-EV | ABC | 922,000 | 694,000 | 50,000 |
| 16 | SEVEN’S AFL: SUNDAY AFTERNOON FOOTBALL | Seven | 836,000 | 284,000 | 36,000 |
| 17 | RACE AROUND THE WORLD-EV | ABC | 834,000 | 494,000 | 84,000 |
| 18 | 2026 FIFA WORLD CUP QF: NOR V ENG PRE-MATCH | SBS | 807,000 | 323,000 | 176,000 |
| 19 | WEEKEND SUNRISE – SUN | Seven | 692,000 | 277,000 | 35,000 |
| 20 | SUPERCARS CHAMPIONSHIP: TOWNSVILLE 500 SUN RACE | Seven | 632,000 | 164,000 | 17,000 |
| 21 | INSIDERS-AM | ABC | 565,000 | 375,000 | 56,000 |
| 22 | 2026 PROMX LIVE | SBS | 564,000 | 126,000 | 56,000 |
| 23 | THE DISAPPEARANCE OF WILLIAM TYRRELL (R) | Seven | 558,000 | 228,000 | 29,000 |
| 24 | 10 NEWS SUN | 10 | 526,000 | 190,000 | 17,000 |
| 25 | WEEKEND TODAY – SUNDAY | Nine | 515,000 | 166,000 | 31,000 |
| 26 | 9NEWS LATE | Nine | 508,000 | 264,000 | 37,000 |
| 27 | WEEKEND BREAKFAST-AM | ABC | 492,000 | 118,000 | 12,000 |
| 28 | 2026 TOUR DE FRANCE: STAGE 9 LIVE | SBS | 483,000 | 154,000 | 35,000 |
| 29 | WATSON | 10 | 481,000 | 189,000 | 18,000 |
| 30 | GROUND UP-EV | ABC | 438,000 | 303,000 | 29,000 |
Data © OzTAM Pty Limited 2026. The Data may not be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without the prior written consent of OzTAM.
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Adjusted results for QF that went into overtime.
Also adjusted for overtime:
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We say goodbye to Al Jazeera News. It was fun while it lasted. Lol.
But good to see the true numbers of the World Cup Match (and post match segments). Huge numbers there