Five days of footy reach 4.6 million
June 10, 2025 -- The Seven Network’s massive King’s Birthday long weekend of AFL scored big with sport fans, with its coverage of five matches from Thursday night to yesterday afternoon reaching 4.6 million people on Seven and 7plus Sport.
The combined audience reach across the five days, which included yesterday’s Collingwood v Melbourne clash at the MCG and the King’s Birthday Eve match between Carlton and Essendon, was up on the same long weekend footy feast in 2024 (6 to 10 June).
Friday’s Adelaide Crows v Brisbane Lions showdown reached 1.84 million people nationally, with a total TV audience of 696,000. Yesterday’s clash between Collingwood and Melbourne reached 1.8 million and had a total TV audience of 830,000 – Seven’s biggest AFL audience so far this year.
The Collingwood v Melbourne blockbuster at the MCG followed Big Freeze 11, with Sunrise’s Matt Shirvington, swimming superstar Ariarne Titmus, Collingwood legend Peter Daicos, cricket great Mark Taylor and others sliding into Australia’s most famous ice bath to raise funds for FightMND.
Seven’s Director of Network Sport, Chris Jones, said: “The Big Freeze continues to be one of the most powerful and inspiring moments on the footy calendar. Neale Daniher’s courage, leadership and unwavering determination to fight against MND moves the nation every year, and we’re proud to help share his message with all Australians.
“Footy fans showed up in big numbers over the long weekend, and the results say it all. When the footy’s on, Australians are turning to Seven and 7plus Sport, reaffirming Seven as of Your Home of Footy.”
Seven’s Head of AFL and Sport Innovation, Gary O’Keeffe, said: “From start to finish, the footy was electric over the long weekend.
“Tight contests, high stakes and memorable moments from the Big Freeze 11 slide, there was something for everyone this weekend on Seven and 7plus Sport, and we’re honoured to continue to share the game’s biggest and best moments to viewers across the entire nation.
In brief
Seven Network says its coverage of five days of AFL over the King’s Birthday long weekend reached 4.6 million people across Seven and 7plus Sport. The network reported that the Collingwood–Melbourne match on Monday drew 1.8 million people, including a total TV audience of 830,000, which it described as its largest AFL audience so far this year. Friday’s Adelaide Crows–Brisbane Lions game reached 1.84 million, with a total TV audience of 696,000. The broadcast schedule also included other AFL matches and Big Freeze 11 at the MCG, a fundraiser for FightMND. Seven executives Chris Jones and Gary O’Keeffe credited audience interest in the coverage and highlighted the fundraiser’s work, led by Neale and Bec Daniher.
Key takeaways
- Seven reports a 4.6 million audience reach for its five-day King’s Birthday AFL coverage.
- The Collingwood–Melbourne match reached 1.8 million, with a total TV audience of 830,000.
- Friday’s Adelaide Crows–Brisbane Lions game reached 1.84 million and drew a total TV audience of 696,000.
- The coverage included Big Freeze 11, which raised funds for FightMND.
“The incredible work of FightMND, led with passion and purpose by Neale and Bec Daniher alongside their entire team, is creating real impact. We’re honoured to support a cause that means so much to so many, and to help amplify its message to Australians everywhere.”
Seven’s massive King’s Birthday AFL weekend:
Friday, 6 June: Adelaide Crows v Brisbane Lions. National reach: 1.84 million. National audience 696,000, up 19% year-on-year. #1 sport program on Friday, #1 program overall in 25 to 54s and 16 to 39s.
Monday, 9 June: Collingwood v Melbourne. National reach: 1.8 million. National audience 830,000, up 15% year-on-year. #1 sport program on Monday.
Thursday, 5 June: Western Bulldogs v Hawthorn. National reach: 1.6 million. National audience 565,000. #1 sport program on Thursday.
Sunday, 8 June: Carlton v Essendon. National reach: 1.57 million. National audience 463,000. #1 sport program on Sunday.
Monday, 9 June: The Big Freeze At The G. National reach: 1.28 million. National audience 799,000.
Sunday, 8 June: North Melbourne v West Coast Eagles. All states except NSW. Reach: 1.08 million. Audience 372,000.
Saturday, 7 June: GWS GIANTS v Port Adelaide. NSW and South Australia only. Reach: 680,000. Audience 200,000.
For more information, please contact:
Kaycie Bradford
Communications Director, Corporate
M: 0400 002 664
E: [email protected]
Emma Francis
Head of Communications – Sport
M: 0415 721 413
E: [email protected]
About the Seven Network
The Seven Network is part of Seven West Media (ASX: SWM), one of Australia’s most prominent media companies, with a market-leading presence across broadcast television, publishing and digital. The Seven Network alone reaches about 17 million people a month.
The company owns some of Australia’s most renowned media businesses and platforms, including the Seven Network and its affiliate channels 7two, 7mate, 7flix and 7Bravo; 7plus; 7NEWS.com.au; The West Australian; The Sunday Times; PerthNow; The Nightly; and Streamer.
The Seven Network is home to Australia’s most loved news, sport and entertainment programming, including 7NEWS, 7NEWS Spotlight, Sunrise, The Morning Show, The Voice, Home and Away, Australian Idol, My Kitchen Rules, Dancing With The Stars, Farmer Wants A Wife, The Chase Australia, Better Homes and Gardens, RFDS, The 1% Club and the TV WEEK Logie Awards. Seven Network is also the broadcast partner of the AFL, Cricket Australia and Supercars.
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Questions around this news
How many people did Seven’s King’s Birthday AFL coverage reach?
The release says the five days of AFL coverage reached 4.6 million people across Seven and 7plus Sport. Among individual matches, Adelaide Crows v Brisbane Lions reached 1.84 million people nationally, while Collingwood v Melbourne reached 1.8 million. The release describes the latter as Seven’s biggest AFL audience so far in 2025.
What is the difference between audience reach and total TV audience?
Audience reach measures how many different people watched at least some of a program or coverage period. Total TV audience is a measure of the number of viewers watching television, typically reported as an average audience. Because reach counts people over a period while an audience figure reflects viewing at a given time or on average, the measures are not interchangeable.
What is the Big Freeze at the MCG?
The release describes the Big Freeze 11 as an event held before the Collingwood v Melbourne match at the MCG. Participants slid into an ice bath to raise funds for FightMND, an organisation working to fight motor neurone disease. The release says the event featured public figures including Matt Shirvington and Ariarne Titmus.
What does MND stand for?
MND stands for motor neurone disease, a group of conditions that affect the nerve cells controlling voluntary muscles. As these motor neurons become damaged, muscles may weaken and movement, speech, swallowing or breathing can be affected. The term describes a group of diseases rather than a single condition.
