Optus commits 3% of consumer brand spend to First Nations media

Optus has committed 3% of its consumer brand media spend to First Nations media over the next two years, becoming one of the largest Australian brands to back NITV's push to redirect more advertising investment towards Indigenous media.

The commitment forms part of a new two-year partnership between Optus, SBS and NITV comes through the broadcaster's Beyond 3% initiative, which challenges advertisers and agencies to allocate at least 3% of their advertising spend to First Nations media.

The move is also part of Optus' Innovate Reconciliation Action Plan, launched during NAIDOC Week this year.

Beyond 3% was created to address a persistent gap between the size of Australia's First Nations population and the share of advertising investment directed towards First Nations media.

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Aboriginal and Torres Strait Islander people represent 3.8% of Australia's population, yet NITV argues First Nations media outlets continue to be overlooked during advertising campaign planning.

Felicity Ross, chief corporate affairs and marketing officer and RAP executive sponsor at Optus, said the commitment was about embedding reconciliation into business decisions, including media investment.

“Our Innovate Reconciliation Action Plan is about embedding reconciliation into the way we operate, including the decisions we make as a business and where we invest our media spend,” Ross said.

“We recognise the important role First Nations media plays in strengthening representation, cultural visibility and community connection.”

Optus joins a growing group of major advertisers backing the initiative, including NRMA Insurance, Coles, AAMI and Amazon, which NITV said are also increasing investment in First Nations media.

The commitment comes as Beyond 3% marks its fifth year, with NITV arguing the initiative has helped move First Nations media investment further into mainstream media planning.

“This year marks five years of the Beyond 3% initiative which has significantly elevated the importance of brands investing in First Nations media,” NITV national sales manager Anna Dancey said.

“We are exceptionally proud of this landmark partnership with Optus which will not only continue to grow NITV but also demonstrates the significant power that commercial partnerships can have with First Nations media.”

The Optus deal extends beyond media expenditure into a content partnership centred on First Nations languages.

Under Speaking Country, Word of the Week, Optus and NITV will develop broadcasts, on-demand video, audio, articles and social content translating and celebrating Aboriginal and Torres Strait Islander languages and the communities behind them.

Plans also include a documentary focused on preserving First Nations languages and their connection to culture and identity.

NITV head of commercial, brand and digital Rhanna Collins said language was central to the partnership.

“Our languages are so much more than words, they represent who we are, our identity, belonging, connection and culture,” Collins said.

“This partnership is about ensuring our stories, voices and languages continue to thrive for future generations.”

The announcement lands as SBS prepares to hold its 2027 Upfront in Sydney, where NITV will reveal its programming slate for its 20th anniversary year.

NITV launched in July 2007 before joining the SBS network as a free-to-air channel in 2012.

SBS director of First Nations Tanya Denning-Orman said Beyond 3% had changed the way brands approached First Nations audiences over its first five years.

“This is the fifth year of Beyond 3% and in that period the initiative has fundamentally shifted how brands see and engage with First Nations Media and most importantly how they see and value First Nations consumers,” Denning-Orman said.

For Optus, the partnership turns that argument into a defined media commitment: rather than simply supporting First Nations representation through campaign creative, part of the company's advertising budget will now flow directly into the media serving those audiences.