Federal Election Provides Badly Need Boost To Ad Spends In July: Latest SMI Figures

Federal Election Provides Badly Need Boost To Ad Spends In July: Latest SMI Figures
SHARE
THIS



Australia’s advertising market is poised to deliver a record level of advertising expenditure in the month of June after sealing its fourth consecutive year of record financial year advertising expenditure, the latest SMI data has shown.

Total agency bookings for the 2015/16 financial year have lifted 3.4 per cent to a record $7.14 billion, while the figures for the month of June are slightly down 2.1 per cent at $631.3 million from 2015’s record June result, but the addition of late digital bookings at the end of the month should ensure another record level is set in two weeks’ time.

Screen shot 2016-07-17 at 9.06.44 PM

The month has been notable for a record level of Federal-election inspired a dvertising expenditure – total Government Category ad spend hit $81.5 million compared to the $35 million spent in the month prior to the 2013 election – and had the knock-on effect of significantly reducing ad spend from numerous key Product Categories.

“The Federal election has had both positive and negative impacts on Australia’s advertising market,’’ SMI AU/NZ managing director Jane Schulze said.

“With the Government Category so dominant this month, many advertisers chose to remain quiet which is evidenced by the fact that seven of the 10 largest SMI Product Categories significantly reduced their year-on-year ad spend in June.’’

Among the major media, the Government category delivered the greatest share of spend to TV (56 per cent) followed by digital (19 per cent) and then newspapers (10 per cent). The SMI data also shows the bulk of that digital spend was directed to the quality content sites operated by traditional newspaper publishers.

SMI’s financial year data also continues to demonstrate the buoyancy of Australia’s media market.

“The ongoing record levels of media investment by advertisers reflects the continued innovation in Australian media and the sophisticated nature of our media market,’’ Ms Schulze said.

Latest News

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”
  • Media

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”

The Federal Court of Australia has given JCDecaux’s acquisition of APN Outdoor the green light. According to a release from APN Outdoor, the Federal Court of Australia has “approved the scheme of arrangement in relation to the JCDecaux transaction”. It adds: “APN Outdoor confirms that an office copy of the Court orders has been lodged with […]

WPP Scores Panadol’s Global Media Business
  • Advertising
  • Media

WPP Scores Panadol’s Global Media Business

GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process. WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand. The work will be delivered by a bespoke team led by CEO […]

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Michelle Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]