As the dust settles on the 2025 AFL and NRL grand finals, one individual clearly transcended both of the codes’ biggest games: Brisbane Broncos fullback Reece Walsh. In terms of attention, no one came even close.
GumGum’s Mindset Graph data shows that mentions of the Broncos star surged by 5,300 per cent from pre-grand final day to game day. Even after the final whistle, Walsh continued to dominate conversations, recording a 1,863.5 per cent rise in mentions the day after compared to the day before the grand final.
His average attention time hit 5.05 seconds, higher than any of the four teams that contested the NRL and AFL deciders. That attention built steadily throughout the week—climbing from 3.25 seconds on October 2 to a 5.14-second peak on grand final day—as fans watched him claim the Clive Churchill Medal (best on ground) after leading his side to a famous victory.
“Reece Walsh’s attention spike shows how audience focus is shaped by both performance and personality,” said Georgia Falloon, sales director, QLD, SA and WA at GumGum. “For advertisers, it’s a reminder that audience engagement doesn’t happen in isolation. There’s a direct and powerful link between cultural moments and the people who define them. Tapping into that connection is what helps brands make a lasting impact.”
NRL: Brisbane Broncos vs Melbourne Storm
The NRL Grand Final delivered the kind of intensity fans live for. The Broncos and Storm went head-to-head in a nail-biter that kept audiences glued to the screen and to their devices too.
Across team mentions, from September 30 until October 6, Melbourne Storm recorded 17,007 mentions with an average attention time of 3.36 seconds, while the Brisbane Broncos followed closely with 15,568 mentions and 3.79 seconds of attention.
AFL: Brisbane Lions vs Geelong Cats
The week before, down at the MCG, Brisbane were equally dominant in the AFL Grand Final. The Lions drew 52,527 mentions, eclipsing the Geelong Cats at 36,111 from September 22 to 28.
Audience focus mirrored the scoreboard, with the Lions holding a higher average attention time of 4.29 seconds, compared to 3.50 seconds for the Cats. Once again, Brisbane proved to be the attention capital—both on-field and online.
Where Australians leaned in most
Beyond the game, GumGum’s Mindset Graph revealed where audiences were most deeply engaged during finals season.
Across both AFL and NRL, the top-performing categories included Recreational Vehicles (4.60s avg. attention time), Public Relations and Strategic Communication (4.51s), and Higher Education (4.49s).
Audiences also showed high engagement with content about Law (4.71s avg. attention time), Politics (4.71s), Medical/Health (4.62s), and Careers (4.57s). For marketers, it’s a great reminder that tentpole sporting events spark curiosity for Australians across a wide range of topics.
Why this matters for advertisers
The 2025 Grand Finals reinforced the simple truth that attention goes hand in hand with emotion, and emotion fuels connection.
This year’s data shows that fans engage with every layer of the experience—the people, the drama, and the meaning behind each moment. For advertisers, that’s where the real opportunity lies.
Understanding where and why audiences are most engaged allows brands to align with the nation’s mood and amplify their messages in high-attention environments.
“Cultural moments like the grand finals bring Australians together. When brands match that energy through contextually relevant creative, they move beyond visibility and create genuine impact,” concluded Falloon.
