Record number of brands driving investment in NITV and First Nations media

Beyond 3% continues to support the growth of National Indigenous Television (NITV), which is celebrating a record commercial investment by major brands in First Nations Media.

NITV has used the SBS Upfronts in Sydney to celebrate the record investment being made by commercial brands in the First Nations media sector.

Among the major brands showcased at the event were Coles, NRMA Insurance and Toyota, who have all been major supporters of the Beyond 3% initiative.

 “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.

“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. 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 told the room. “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.”

For a pdf copy of this media release, click here.