Lyla Lindsey
Australia has a rich history of sporting culture, with various sports leagues and competitions taking place across the country. Australian Football League (AFL) and National Rugby League (NRL) are two of the most prominent football leagues in Australia, with a long-standing rivalry for the top spot in terms of popularity and success. Both leagues have passionate fan bases and a strong following, but the question remains: which one is more popular in Australia?
| Characteristics | Values |
|---|---|
| Overall popularity | AFL is more popular, followed by cricket, then NRL |
| TV viewership | NRL has the highest aggregate television ratings of any sport in 2022. However, in 2024, the overall TV viewership of the AFL increased by 341,000 (+3.9%) to 9,102,000. |
| Attendance | AFL attracts bigger crowds. The 2019 NRL season attracted 3,176,561 spectators with an average attendance of 15,804 fans per game. The 2021 NRL Grand Final was hosted in Brisbane, while the AFL Grand Final was hosted in Perth the same year due to pandemic restrictions. |
| Revenue | In 2024, the AFL earned 39% more revenue than the NRL. |
| Profit | The NRL reported a profit 51% higher than the AFL in 2024. |
| Social media | NRL clubs have a higher number of followers across four major social media networks. |
| Participation | NRL reported 1.035 million total participants in 2024, including 202,000 registered club players. AFL reported 581,000 participants across club football and Auskick, with 144,000 in Auskick and 437,000 registered club players. |
| Club members | AFL clubs had 1,319,687 club members in 2024. NRL club numbers are expected to be over 400,000 for 2024. |
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What You'll Learn
AFL vs NRL revenue
While the NRL and AFL are the two most popular sporting leagues in Australia, there is much debate about which is the most popular. Some sources claim that the NRL is the most-watched league on television, while others state that the AFL attracts the biggest crowds.
In 2020, a study by Roy Morgan found that 7.5 million Australians watched the AFL at least occasionally, 1.8 million more than the NRL, which had 5.7 million viewers. In 2024, the AFL saw an increase in overall TV viewership of 341,000 (+3.9%) to 9,102,000, with male viewership increasing by 197,000 (+4.0%) to 5,078,000 and female viewership increasing by 144,000 (+3.7%) to 4,024,000. In contrast, the NRL saw an increase in male viewership of 170,000 (+4.1%) to 4,314,000 and an increase in female viewership of 158,000 (+5.6%) to 3,001,000. However, the NRL had a higher operating profit, which was 51% higher than the AFL.
In terms of revenue, the AFL earned 39% more revenue than the NRL in 2024, with a total revenue of $1.039 billion compared to the NRL's $701 million. However, the NRL's revenue has been steadily increasing, with a record-breaking 2023 season that saw revenue increase by $107 million from 2022. The NRL's revenue in 2023 was $700 million, a significant increase from the $350.9 million earned in 2014. The AFL, on the other hand, experienced a decrease in revenue in 2024, with total revenue down from $1.063 billion to $1.039 billion due to a decrease in stadium development grants. Despite this, the AFL's operational revenue grew by 8.2% from $960 million in 2023.
The NRL has also been investing in assets, with a total of $260 million in assets as of 2024, including the acquisition of hotels in Brisbane, Cronulla, and the Sunshine Coast. The AFL also has significant assets, with total assets of $765.708 million, including ownership of Marvel Stadium and a major shareholding in Champion Data, but with higher liabilities that bring its net assets down to $482.426 million.
In summary, while the NRL and AFL both have strong followings and revenues, the AFL currently generates more revenue and has a higher number of viewers, while the NRL has higher profits and is growing at a faster rate.
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TV viewership
While the NRL is considered the nation's premier televised sport, the AFL is one of the world's best-attended sporting leagues. In 2023, the AFL had an average attendance of 36,000 for 18 teams.
In 2024, the NRL reported a total of 1.035 million participants, including 202,000 registered club players. The AFL reported 581,000 across club football and Auskick, with 144,000 in Auskick, leaving 437,000 registered club players.
According to Roy Morgan Research, the AFL is more popular than the NRL in terms of TV viewership. In 2024, the AFL's TV viewership increased by 3.9% to 9,102,000, with male viewership increasing by 4% to 5,078,000 and female viewership increasing by 3.7% to 4,024,000. The NRL also saw an increase in viewership in 2024, with 4,314,000 men tuning in, a 4.1% increase, and 3,001,000 women, a 5.6% increase. The AFL's TV viewership is largest among younger Australians, with 2,671,000 viewers under 35 in 2024, a 4.8% increase from 2023. The second-largest viewer group for the AFL is people aged 65+, with 2,169,000 viewers, a 6.5% increase from 2023.
While the NRL has a smaller overall TV viewership than the AFL, it has seen growth in key demographics. The NRL's five-year deal to play matches in Las Vegas and the AFL's 'Opening Round' are examples of the leagues trying new concepts to attract new audiences. The NRL's largest viewing state is New South Wales, with 3,340,000 viewers in 2024, a 5.5% increase from 2023. The AFL's largest viewing state is Victoria, with 3,488,000 viewers in 2024, a 5.2% increase from 2023.
In terms of specific events, the NRL State of Origin is the most-viewed product for the NRL, with 6,070,000 viewers in 2024, a 3.1% increase from 2023. The NRL Grand Final also saw an increase in viewership to around 5,697,000 viewers in 2024, a 4.2% increase from 2023. The AFL Grand Final between the Swans and Lions drew an audience of over four million in 2024, making it the largest audience for an AFL finale since 2021.
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Attendance and popularity
AFL and NRL are the most popular in their respective heartlands, with AFL being more popular in Victoria, Tasmania, South Australia, and Western Australia, and NRL being more popular in New South Wales, the Australian Capital Territory, and Queensland. However, both sports have a strong following across Australia and are an important part of the country's culture.
In terms of attendance, AFL attracts larger crowds to their games. In 2024, AFL clubs had 1,319,687 club members, while NRL club numbers are expected to be over 400,000. In 2023, the NRLW standalone matches attracted an average of 2,252 per match, while the AFLW averaged 2,853. However, it is important to note that prior to 2021, entry to AFLW matches was free. The 2021 NRL Grand Final was hosted in Brisbane, while the AFL Grand Final was hosted in Perth due to pandemic restrictions.
When it comes to television viewership, the NRL has consistently had higher ratings. In 2022, rugby league, including NRL, State of Origin, and national team matches, had the highest aggregate television ratings of any sport in Australia. The 2019 NRL season translated into an average attendance of 15,804 fans per game and an average viewership of 459,000 per game. On the other hand, the overall TV viewership of the AFL was up by 3.9% in 2024, with a total of 9,102,000 viewers.
In terms of revenue, the AFL earned 39% more revenue than the NRL in 2024, with a total revenue of $1.039 billion. However, the NRL reported a profit 51% higher than the AFL, with over half the operational expenses of the AFL.
While it is difficult to determine the exact popularity of each sport, both AFL and NRL have strong followings and are an integral part of Australia's sporting culture.
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Social media presence
However, it is important to note that social media presence is not the only factor in determining the popularity of a sport. The AFL has an advantage in national coverage, player registrations, average match attendance, and total revenue. In 2024, the AFL earned 39% more revenue than the NRL, with a total revenue of $1.039 billion. The NRL's total revenue was $701 million.
In terms of streaming and television viewership, the NRL is leading. The NRL set national records in 2023 with its streaming audience, and in 2024, the NRL had a higher overall TV viewership than the AFL. However, it is worth noting that AFL matches have more minutes watched than comparable NRL ones.
The NRL has also been successful in attracting a female audience, with increases in both male and female viewership in 2024. The integration of the NRL with the female competition has been managed well, according to some claims.
While the NRL has a stronger presence on social media and is growing at a faster rate, the AFL still has a strong following and leads in other metrics of popularity such as revenue and average match attendance.
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Sponsorship and advertising
While it is difficult to definitively state whether AFL or NRL is more popular in Australia, several sources suggest that AFL may have a broader appeal across the country, with one source stating that AFL is "by quite some way" the most popular, followed by cricket, and then NRL. AFL seems to attract the biggest crowds, with larger stadiums and detailed media and analysis, and has reportedly rebounded well from the COVID pandemic. However, NRL is said to be the most watched on television.
Both AFL and NRL actively seek sponsorship and advertising opportunities, which are crucial for reducing costs and gaining access to a wider audience. AFL clubs, for example, aim to secure sponsors that can provide cash, free or reduced services (such as accounting or advertising fees), equipment, products for raffles, venues for events, and access to a sponsor's database and audience.
Some well-known AFL sponsors include Toyota, McDonald's, Telstra, Carlton Draught, and Nab. AFL clubs emphasize the importance of brainstorming what they want from a sponsor before approaching them, as sponsorship is a two-way transaction where both parties should benefit.
NRL, on the other hand, has been described as sending kids to schools and regional areas for clinics more often than other sports, which could be considered a form of advertising or community engagement.
In terms of advertising, one source mentions the amount of advertising and promotion from the AFL in Sydney, stating that a similar level of promotion for NRL was not observed in Melbourne. This suggests that AFL may have a stronger advertising presence in certain regions.
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Frequently asked questions
It depends on how popularity is measured. In 2024, the NRL had higher overall ratings, with 186.8 million viewers compared to the AFL's 148.8 million. However, the AFL had higher overall TV viewership in 2024, with 9,102,000 viewers compared to the NRL's 7,315,000 viewers. The NRL also had higher attendance numbers in 2019, with 3,176,561 spectators across venues, while the AFL had an average attendance of 34,094 per match in 2000.
In 2023, the NRLW had an average attendance of 2,252 per match, while the AFLW had an average attendance of 2,853. However, the AFLW has seen a decline in viewership since 2022, with a 70% drop in total viewership.
NRL clubs have a larger social media presence across four major social media networks.
In 2024, the AFL earned 39% more revenue than the NRL, with a total revenue of $1.039 billion. However, the NRL reported a 51% higher profit than the AFL, due to having half the operational expenses.
In 2024, the AFL reported a total of 581,000 participants across club football and Auskick, while the NRL reported a total of 1,035,000 participants, including 202,000 registered club players.
