Blog post
February 28, 2024

Isentia co-launches report: Representation of Women in Sports Coverage 2022-23

Isentia, a leading provider of media intelligence and analysis services, is proud to announce the launch of “The Conversation of Sport: Representation of Women in Sports News Coverage,” in partnership with the Office of Women in Sport and Recreation. This research aims to bring awareness to gender inequality in sports, and attention to address the underrepresentation of women in sports media.

The purpose of this research is to establish a baseline of the current coverage of women’s sport and women in sport in Victoria, providing crucial data to advocate for improved representation moving forward. Isentia’s expertise in media monitoring and analysis plays a pivotal role in gathering independent, transparent data to assess the current landscape accurately.

“Equal representation in sport is key in shaping the way we view the world…This research represents a key step forward in reducing the gap in coverage for women in sports news. It directly supports the media and sporting organisations with independent, transparent data of current performance in this space.,” said Ros Spence Minister for Community Sport

This research shows that the coverage of women’s sport in the media remains significantly lower than that of men’s sport, with only 15% of sports news coverage in Victoria focusing on women’s sport in 2022-23. Isentia’s collaboration with Change Our Game aims to highlight this disparity by empowering media outlets with the data and tools necessary to increase the visibility of women in sports news.

Isentia and its partners envision a future where strong representation of women in sports media contributes to the professionalisation of women’s elite sport, dismantles limiting stereotypes, and promotes inclusivity at both the elite and community sport levels. This collaboration sets the stage for a more equitable and diverse sports media landscape, where the stories and achievements of women athletes are celebrated, amplified and contribute to a stronger ecosystem for women’s sport.

“Through our partnership with OWSR, we are hopeful that this research will shine a light on the current state of play of sports news, and the impact this can have on the support and participation in women’s sport. While the findings are confronting, having this baseline will help drive positive change.” said Ngaire Crawford for Director of Insights and Research, Isentia. 

“We believe that by working together, we can drive meaningful change and create a more inclusive sporting environment for women and girls everywhere.”

What We Hope For the Future:

Through our partnership with Change Our Game and the Victorian Government, we hope to pave the way for a future where women in sport are celebrated and recognized on equal footing with their male counterparts in the media. By increasing the visibility and representation of women in sports media, we aim to inspire the next generation of athletes, journalists and content creators and drive positive change towards a more inclusive and equitable sporting landscape. Together, we can create a world where every athlete, regardless of gender, has the opportunity to thrive and succeed.

About Change Our Game:

Change Our Game is an initiative by the Victorian Government aimed at achieving gender equality in sport and active recreation. Through advocacy, funding, and partnerships, Change Our Game works to address systemic barriers and promote inclusivity and diversity across all levels of sport.

About Isentia:

Isentia is a leading provider of media intelligence and analysis services, helping organisations make informed decisions based on actionable insights from media data. With a comprehensive suite of solutions, including media monitoring, analysis, and insights, Isentia empowers clients to stay ahead in an ever-evolving media landscape.

Select to be taken to Change Our Game’s full report

Interested in learning more? Email us at info@isentia.com

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Isentia’s budget night analysis of stakeholder reactions straight from lock-up this evening in Parliament House as they addressed the Conga-line, along with fresh analysis of key media releases from a range of sectors.

The 60-Second Summary

The 2026 Federal Budget is a story of broken promises and big bets. The Labor government went where it said it wouldn’t in the last election just 12 months ago, scrapping the 50 per cent capital gains tax discount, winding back negative gearing on existing properties, and imposing a 30 per cent minimum tax on discretionary trusts. 

The dominant mood from stakeholders? Split right down the middle. Unions and social services groups cheered what they called a once-in-a-generation rebalancing of the tax system. Business groups, property investors, and the Coalition called it a betrayal that will scare investment offshore.

Behind the tax headlines, the Budget committed an additional $14 billion over the next four years and $53 billion over the decade to defence, $25 billion in extra public hospital funding, $14.8 billion for fuel security, and $2 billion for housing enabling infrastructure. But the cuts were deep, in particular the $37 billion savings from the NDIS. 

For many, this is a budget of trade-offs: young homebuyers gaining ground, while older Australians and people with disability are left anxious about what comes next.

Independent Senator David Pocock’s initial reaction to the Budget commended the Treasurer on many elements, however Pocock noted changes to gas company taxes were sorely missing. 

Senator Pocock said many Australians will be looking at the Government’s Budget and wondering why it didn’t put their best interests ahead. “When you read through the budget papers, clearly, it sucks to be poor, it sucks to be old, and it sucks to be a native species. And we have to make sure the Australian Government is spending its money on the priorities the Australian people want”.

Key Numbers at a Glance

Defence spending$14 billion over the next four years and $53 billion over the decade, along with other measures, brings total funding in the portfolio to $887 billion to 2035-36
NDIS savings$37 billion in cuts
Public hospital funding$25 billion additional
Fuel resilience package$14.8 billion
Housing infrastructure$2 billion for 65,000 homes
Working Australians Tax Offset$250 per worker

Sector Scorecards

Tax & Cost of Living  [Mixed]

The headline reforms in this budget are all about tax. The government replaced the 50 per cent Capital Gains Tax (CGT) discount with an inflation-indexation model capped at 30 per cent. They went further - restricting negative gearing to new builds (limited to two properties), and imposing a 30 per cent minimum tax on discretionary trust distributions. 

Dubbed as ‘once in a lifetime’, tax reform proposals include the introduction of a permanent $250 Working Australians Tax Offset, and cuts to the low-income marginal rate from 16 to 15 per cent (dropping to 14 per cent in July 2027). These CGT and negative gearing changes are forecast to raise $3.6 billion in their first two years.

The Australian Council of Trade Unions (ACTU) welcomed the measures as a generational rebalancing. ACTU President Michele O’Neil said this Budget was about fairness, giving workers a better shot at housing and ending a system that taxed work harder than wealth. 

But the Australian Chamber of Commerce and Industry (ACCI) warned the changes would drive investment offshore. ACCI acting CEO, David Alexander said matching spending blowouts with tax hikes would lock in a slow-growth economy. 

The Business Council of Australia (BCA) took a middle path, welcoming productivity measures but flagging concern about the CGT and negative gearing changes making Australia less competitive.

“Higher taxes will scare away investment in Australian businesses and send this funding to more welcoming overseas jurisdictions,” said Mr Alexander.

Queensland Independent Senator Bob Katter called the low-income tax cut so small it “doesn’t even buy a beer” and accused the government of breaking its promise not to change CGT and negative gearing. 

The Australian Industry Group’s, Innes Willox noted Australia now has among the highest CGT rates in the world, however Australian Council of Social Service (ACOSS) CEO Dr Cassandra Goldie broadly welcomed the tax reforms. Goldie did however criticise the $250 tax offset, saying it was ‘going to everyone in paid work while 4 million people on the lowest incomes; those on JobSeeker, Youth Allowance, the Disability Support Pension got nothing’.

Housing & Property  [Mixed]

Housing dominated the Budget narrative yet again. The CGT and negative gearing changes were framed as the government’s answer to the affordability crisis, backed by $2 billion in water, roads and sewage infrastructure to support 65,000 new homes over the next decade. 

A $60 million National Youth Housing Supplement will unlock social housing for over 4,000 young people, fixing a long-standing “youth housing penalty”, making young tenants financially unviable for community housing providers.

Homelessness Australia CEO, Kate Colvin called it a hard-won win for young people failed by a system that catches them in crisis, yet never houses them. The Australian Community Housing sector’s Mark Degotardi said the Budget restores balance to a housing system long overdue for reform.

But others were sharply critical. Master Builders Australia CEO, Denita Wawn said the government’s own modelling showed the tax hike would reduce supply by 35,000 homes, and even with productivity measures adding 65,000, the net gain of 30,000 was nowhere near enough when Australia already falls short by around 200,000 homes. The Property Council’s Mike Zorbas called the tax changes a roll of the dice, warning the government must closely monitor investor behaviour.

“If the tax hike on property had not been introduced tonight, we would instead be up by over 100,000 homes over 10 years,” said Ms Wawn.

The Greens were scathing from the other direction, saying property investor tax perks were largely intact, with around 95 per cent of the benefit remaining, and no new money for public housing.

Healthcare & Medicare  [Mixed]

The budget proposed $25 billion in additional funding for public hospitals under the new National Health Reform Agreement and introduced a three-year-old health check through GPs, funded by Medicare. 

But the Australian Medical Association (AMA) said the rest was thin. AMA President, Dr Danielle McMullen warned of a remaining funding gap of at least $9.6 billion in hospital funding and criticised the lack of broader Medicare modernisation.

“Urgent care centres and targeted bulk billing in certain geographic areas are not long-term solutions. We need to see true reform of Medicare,” Dr McMullen said.

The AMA also raised alarm over cuts to the private health insurance rebate for over-65s, warning it could force older Australians to drop or downgrade cover and pile extra pressure on public hospitals. 

The Australian College of Nursing called for a national nursing workforce strategy, warning of a projected shortage of more than 70,000 nurses by 2035. The Royal Australian College of General Practitioners (RACGP) also welcomed the three-year-old health check and RSV vaccination funding but flagged disappointment with racism in the health system.

Disability & NDIS  [Negative]

The Budget’s single biggest savings measure is a proposed $37 billion cut to the NDIS through tighter eligibility, stronger fraud controls, mandatory provider registration and a target of reducing participant numbers by 160,000 by 2030. 

The Business Council of Australia supported the structural reforms as necessary to return the scheme to its original intent. The BCA commended the government's "tough decisions" to make the National Disability Insurance Scheme (NDIS) more sustainable and expressed approval for the expected return to a budget surplus earlier than previously forecast, but disability advocates and welfare groups remain alarmed.

ACOSS CEO Dr Cassandra Goldie said people with disability were frightened about what the reforms mean and urged the government to keep them at the centre of any changes. 

The Greens accused the government of cutting $37 billion from disability services to fund $53 billion in weapons spending, where Independent Bob Katter acknowledged the NDIS needed restructuring to tackle rorting, but said the measures targeted eligibility fraud while the bigger problem, rorting by scheme administrators, remains unaddressed.

“It is outrageous that fraudulent businesses have been created with the primary purpose of effectively thieving from, neglecting and defrauding some of the most vulnerable members of our society,” Mr Katter said.

Defence & National Security  [Positive]

As previously announced, the government is proposing commitments of $425 billion to defence over the next decade, targeting 3 per cent of GDP by 2034. This is a proposed increase of $14 billion over the next four years, and $53 billion across the decade. 

Spending targets include accelerating nuclear submarines and surface ships under AUKUS, expanding long-range strike capabilities, and boosting uncrewed systems. Bob Katter welcomed the spending direction but said it failed to shore up foundations, calling for action to regain control of strategic assets like ports and airfields and to increase the number of combat-ready civilians.

Energy & Environment  [Negative]

Energy policy drew some of the sharpest reactions. The government committed $14.8 billion to a Strengthening Australia’s Fuel Resilience package and $10 billion to extend domestic fuel stockpiles. 

The ACTU welcomed these as job-saving measures. But the Climate Council slammed the government for the proposed $19 billion in annual fossil fuel subsidies and for forgoing gas export tax revenue, calling it a massive free kick for fossil fuel corporations.

“This Budget maintains the $19 billion gravy train for big fossil fuel corporations,” said Climate Council CEO Amanda McKenzie.

The Australian Conservation Foundation (ACF) claimed seven times more funding was being spent on initiatives that damage nature and climate than protect it. Both the Climate Council and ACF criticised the government for failing to impose a 25 per cent tax on gas exports, which they estimated could raise $17 billion annually.

Small Business  [Mixed]

Small business had some wins: the $20,000 instant asset write-off was made permanent, and companies under $1 billion turnover can now carry back tax losses against tax paid up to two years earlier (at a budget cost of $2.3 billion over three years). 

ACCI welcomed both measures. But the 30 per cent minimum tax on trust distributions alarmed the sector. ACCI’s David Alexander warned the trust tax would damage business operations and productivity due to management having their pay permanently cut by the government. Trusts are commonly used by small businesses to protect assets and ensure continuity.

Education  [Negative]

Education seemed a lower priority in this year’s Budget. The Greens’ Senator Faruqi rallied with the National Union of Students to demand the reversal of job-ready graduates' fee hikes that have produced $52,000 arts degrees. 

The Student’s Union National President Felix Hughes said the words “student” and “university” were not mentioned once in the Treasurer’s speech. The Australian Education Union welcomed the housing commitments that could help teachers locked out of the areas where they teach, but flagged concern about $472 million in savings to disability funding. 

“Budgets are about priorities and young people will look at this budget and wonder if they are a priority at all,” said Felix Hughes, NUS National President.

Aged Care  [Mixed]

The government reclassified personal care as clinical care in aged care, removing co-contributions for services like showering and mobility assistance. 

Uniting Care welcomed the $3 billion investment but said it wasn’t enough for high-quality residential aged care. Council of the Ageing’s Patricia Sparrow noted no new home care packages were announced in the Budget, despite older people waiting up to a year for support. 

Sparrow also raised alarm about the private health insurance rebate changes hitting 2.6 million older Australians. National Seniors’ Chris Grice said older Australians were already contacting them, unhappy about the insurance changes, and questioned how a 30 per cent minimum tax on shares helps create affordable housing.

Science & Research  [Mixed]

The R&D tax incentive threshold was raised from $150 million to $200 million, and the refundable offset was lifted from $20 million to $50 million, and CSIRO received a $387 million funding boost. 

The Australian Academy of Technological Sciences and Engineering welcomed the investment in publicly funded research agencies. But Science & Technology Australia’s Ryan Winn warned the sector had alost $1.5 billion in research funding, including $800 million from the Australian Economic Accelerator program, making the research landscape much leaner. 

Infrastructure & Transport  [Mixed]

The $2 billion housing-enabling infrastructure fund was the main infrastructure announcement. Civil Contractors Federation CEO Nicholas Proud welcomed the direct connection between infrastructure and housing as the missing piece. 

Big-ticket items include $3.8 billion for Melbourne Rail and $50 million for Sydney-Canberra rail. Bob Katter slammed the regional infrastructure spend as ridiculously low, demanding funding for North Queensland projects. 

The tourism sector was hit by a $10 increase in the passenger movement charge (from $70 to $80), which Tourism and Transport Forum CEO Margy Osmond called a shocker, generating over a billion dollars over the forward estimates.

Employment & Industrial Relations  [Mixed]

This Budget includes reforms to employment services, which ACOSS said it hoped would transform a system that has treated low-income people shockingly for far too long. Skills recognition for overseas qualifications was welcomed as a productivity measure. 

But the Electrical Trades Union’s Michael Wright warned that despite record investment in vocational education, electrical apprenticeship commencements have fallen every year since 2022, with a forecast shortfall of 40,000 electricians by 2030.

Social Services & Welfare  [Negative]

ACOSS CEO Dr Cassandra Goldie gave the Budget’s starkest welfare critique: 4 million people on the lowest incomes - on JobSeeker, Youth Allowance, Disability Support Pension, or the Age Pension - got no cost-of-living relief. 

The remote area allowance, at $9 per week, has not increased in 25 years. The government’s own Economic Inclusion Advisory Committee has recommended fixing income support adequacy four years in a row, and four years in a row those people have been left waiting.

Childcare & Early Learning  [Negative]

The Parenthood’s Georgie Dent called the Budget a missed opportunity for families with young children. There was no expansion of paid parental leave and no clarity on the future of the 15 per cent early childhood educator wage increase set to expire. 

With 260,000 educators unsure whether their wages will go backwards and 1.4 million families paying childcare as their second-highest household expense, Dent said parents needed answers immediately.

Australian Public Services  [Mixed]

The CPSU said overall Australian Public Services sector staffing levels were maintained, but job cuts already underway at the Department of Health, Home Affairs, and Social Services would continue. 

The union welcomed a $387 million CSIRO funding boost and continued funding for nearly 4,000 frontline Services Australia staff but criticised $3.7 billion spent on contractors and consultants while trained public servants lose their jobs.

What This Means for You

This is a Budget that will be dissected for months to come. The government has taken a clear political gamble, hoping that Australians care more about housing affordability and tax fairness than they do about investment incentives and keeping promises.

The dominant narrative from our analysis of stakeholder reaction is ‘broken promises’ versus ‘long overdue reform’, and which framing wins depends heavily on whether house prices actually begin to ease.

For communicators and PR professionals, the biggest story to watch is the investor response. The Property Council, Master Builders and the Financial Services Council have all flagged they will commission independent modelling of the supply impact. 

We will no doubt continue to hear about the impacts of the NDIS cuts, with $37 billion in savings and 160,000 participants potentially losing access, the disability sector will mobilise. This will become a rolling story as implementation details emerge. 

Meanwhile, the silence on income support, nothing for JobSeeker, nothing for the remote area allowance, leaves Labor exposed to the criticism that its cost-of-living relief leaves some large big gaps. 

Lastly, the health insurance “rebate cut”. Over three million older Australians have just been told they will pay more for cover. That is a large, politically engaged demographic. 

Expect aged care, seniors' advocacy, and private healthcare groups to run hard on this in the weeks ahead. And the veterans' cuts, $780 million stripped from allied health could turn into a longer-burning issue, especially with a Royal Commission into Defence and Veteran Suicide still fresh in public memory.

Stay Across the Budget Coverage

The reactions will keep rolling in over the coming days as sectors digest the detail, and the opposition delivers its budget reply. Watch this space for the latest stories and perspectives around the Budget, and in the coming weeks as Senate Estimates begins. 

If you're interested in how Isentia can support you with media and parliamentary monitoring, fill out the form below and we will be in touch. 




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Blog
Federal Budget 2026: Tax reform divides, housing dominates, and the sectors left wanting

Isentia’s budget night analysis of stakeholder reactions straight from lock-up this evening in Parliament House as stakeholders addressed the Conga-line, along with fresh analysis of key stakeholder media releases from a range of sectors.

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The media landscape is accelerating. In an era where influence is ephemeral and every angle demands instant comprehension, PR and communications professionals require more than generic technology—they need intelligence engineered for their specific challenges.

Isentia is proud to introduce Lumina, a groundbreaking suite of intelligent AI tools. Lumina has been trained from the ground up on the complex workflows and realities of modern communications and public affairs. It is explicitly designed to shift professionals from passive media monitoring back into the role of strategic leaders and pacesetters. 

“The PR, Comms and Public Affairs sectors have been experimenting with AI, but most tools have not been built with their real challenges in mind.” said Joanna Arnold, CEO of Pulsar Group

“Lumina is different; it is the first intelligence suite designed around how narratives actually form today, combining human credibility signals with machine-level analysis. It helps teams understand how stories evolve, filter out noise and respond with context and confidence to crises and opportunities.”

Setting a new standard for PR intelligence

Lumina is centered on empowering, not replacing, the human element of communications strategy. This suite is purpose-built to help PR, Comms, and Public Affairs professionals significantly improve productivity, enhance message clarity, and facilitate early risk detection.

Lumina enables communicators to:

  • Understand & Interpret: Move beyond basic alerts to strategically map the trajectory and spread of narrative evolution.
  • Focus & Personalise: Achieve the clarity necessary to execute strategic action before critical moments pass.
  • Execute & Monitor: Rapidly deploy strategy firmly rooted in real-time, actionable insight.

Get a demo today: Stories & Perspectives module

We are launching the Lumina suite by making our first module immediately available: Stories & Perspectives.

In the current fragmented, multi-channel media environment, communications professionals need to be able to instantly perceive not just how a story is growing, but also how it is being perceived across different stakeholder groups.

Stories & Perspectives organizes raw media mentions into clustered, cohesive Stories, and the Perspectives that exist within each, reflecting distinct media, audience, and public affairs angles. This unique functionality allows users to:

  • Rise above the noise: Instantly identify which high-level topics are gaining momentum or fading from attention.
  • Get to the detail, fast: Uncover the influential voices, niche communities, and specific channels actively shaping the narrative.
  • Catch the pivot point: Precisely identify the moment a story shifts—from a strategic opportunity to a reputation risk—or when a new key opinion former begins guiding the conversation.

"Media isn’t a stream of mentions," said Kyle Lindsay, Head of Product at Pulsar Group. "But rather a living system of stories shaped by competing perspectives. When you can see those structures clearly, you gain the ability to understand issues as they form, anticipate how they’ll evolve, and act with precision. That’s what we mean when we talk about AI built for communicators, and that's what an off-the-shelf LLM can't give you."

The Lumina Roadmap: AI tools for the future of comms

The launch of Stories & Perspectives is the first release of many. Over the upcoming months, we will systematically roll out the full Lumina roadmap, introducing a comprehensive set of AI tools engineered to handle every phase of the communications lifecycle.

The full Lumina suite will soon incorporate:

  • Curated media summaries: AI-driven daily summaries customized specifically to the priorities of senior leadership, highlighting only the most relevant stories.
  • Reputation analysis: Advanced measurement tracking how critical themes like ethics, innovation, and leadership are statistically shaping corporate perception.
  • Press release & media relations assistant: Tools designed to accelerate content creation and craft hyper-focused, personalized pitches that reach the precise contacts faster.
  • Predictive intelligence layer: Technology engineered to track and anticipate story momentum and strategic change before the window of opportunity closes.
  • Intelligent agents: Background agents continuously scanning all media channels for emerging key spokespeople and previously undetected reputation risks.
  • Enhanced audio, broadcast & crisis detection: Complete, real-time oversight of all channels—including audio and broadcast—enabling rapid context building and optimal crisis response delivery.


Want to harness the power of Lumina AI for your PR, Comms, or Public Affairs team? .

Complete the form below to register your interest.

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Blog
Announcing Lumina: The purpose-built AI suite for PR, Comms, and Public Affairs

An intelligent suite of AI tools trained on the language, workflows, and realities of modern public relations and communications.

Ready to get started?

Get in touch or request a demo.