Advertising strategies shift as competition grows for a large, active and quality-focused audience
Sydney, April 22, 2026 - New Nielsen Ad Intel data shows Australian outdoor and sports retailers are changing how they invest in advertising, as competition intensifies for the attention of outdoor enthusiasts.
Advertising spend across a selected group of major Australian outdoor and sports retailers rose 4.0% year-on-year in 2025, reaching $91.9 million, up from $88.4 million in 2024. While overall growth was moderate, the way brands allocated that spend points to increasingly different strategies as retailers looked for new ways to stay visible in a competitive market.
Anaconda was the biggest advertiser in the group in 2025, investing $17.6 million, followed by BCF (Boating Camping Fishing) at $13.0 million, then Rebel Sport at $6.6 million.
Across the retailers analysed, social media was the largest channel by spend in 2025, attracting $39.9 million, followed by metro TV at A$20.0 million, general display at $11.4 million, regional television at $10.8 million, and out-of-home at $4.3 million.
The figures show brands are taking very different paths to reach consumers interested in outdoor lifestyles. Anaconda and BCF both backed broad, high-reach strategies, spanning television, social and digital display. Rebel Sport also maintained a diversified mix, with strong investment across social, television and general display. By contrast, 4WD & Outdoor Supacentre leaned heavily into social and radio, while Kathmandu was overwhelmingly social-led. Macpac, meanwhile, remained much more television-focused than many of its competitors.
The timing of spend also points to a highly seasonal battle for attention. Investment built sharply in the second half of the year, peaking in November and December, when retailers were most aggressive in competing for consumers during key promotional and holiday periods.
The ad battle is playing out against the backdrop of a large and commercially attractive audience. New Nielsen Consumer & Media View (CMV) data shows around 15.4 million Australians identify as outdoor enthusiasts via their interest in fishing, camping or bush walking, making them a substantial audience for brands looking to connect through lifestyle, wellbeing, performance and quality.
This broad audience is 53.8% male and 46.2% female, with almost two-thirds aged under 55. The strongest concentration sits among 18-39 year olds, followed by 40-54 year olds, showing outdoor enthusiasm is especially strong among active, working-age Australians.
They are also motivated shoppers. Nielsen CMV shows 73.3% say they would spend more for quality goods, while 66.9% say they tend to hold off buying until products go on sale, suggesting this audience values quality but remains highly responsive to promotions and timing.
The data also points to a strong lifestyle connection. More than 66% say they prefer holidays where they can see nature or be in a natural setting, and Australians in this audience are 25% more likely than average to be seeking an adventure or outdoor experience on a domestic holiday in the next 12 months.
Rose Lopreiato, Pacific Commercial Lead at Nielsen Ad Intel, said: This advertising data shows outdoor and sports retailers are not standing still. While overall spend has increased, brands are making very different choices about where and how they invest to stay visible. Some are backing broad reach across television, social and display, while others are placing more focused bets on specific channels. Nielsen Ad Intel helps advertisers understand where competitors are investing, how strategies are shifting, and where the biggest opportunities lie to compete more effectively.
The data also shows that outdoor enthusiasts are just as likely as the average Australian to value environmentally responsible behaviour, including conserving water and energy and choosing environmentally friendly products. That points to an audience where quality, lifestyle and value matter, but where sustainability is increasingly an expectation, rather than a point of difference.
About Nielsen Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
Media Contact Dan Chapman
Assoc. Director, Communications, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
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Advertising strategies shift as competition grows for a large, active and quality-focused audience
