NITV celebrates record brand investment in First Nations media

NITV used the SBS 2026 upfronts in Sydney to showcase record commercial investment in First Nations media, with major brands including Coles, NRMA Insurance and Toyota stepping up their support of the Beyond 3% initiative.

The initiative, launched in 2021, calls on agencies and marketers to commit at least three per cent of media budgets to First Nations media, helping to close the gap between population representation and advertising spend. First Nations people represent 3.8% of the Australian population, yet less than 0.3% of ad dollars are directed to Indigenous-owned media.

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“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,” Anna Dancey, national sales manager at NITV, said. “For clients seeking new communities to unlock or extra market share, this is a powerful opportunity to build brand relevance and loyalty with tomorrow’s buyers, leaders and trendsetters. NITV is the place to reach them.”

Dancey said 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 Coles maintained its long-standing support.

“NRMA Insurance led the way in 2023 by committing three per cent of their marketing budgets to First Nations media,” she said. “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.”

Blake Power, general manager at Hearts & Science, said highlighted NITV as a standout of SBS' 2026 Upfronts.

"There’s also significant opportunity with NITV, which bucks the audience decline trend in free-to-air. SBS shared examples of brands building relevance, loyalty and incremental reach through meaningful presence on the channel."

NITV said total consumption is up 7%, while prime-time TV audiences are up 11% year-on-year despite broader declines in free-to-air viewing. Digital reach is also surging.

“Beyond 3% is your call to act - to do more, learn more, and spend more reaching a market and audience that is growing,” Dancey added. “Your investment - be it with NITV, or the wider First Nations media sector - delivers.”