Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
SHARE
THIS



Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI).

SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per cent to $526.5 million.

But when late digital bookings are added at month end, the market is likely to finish down at the single-digit level.

Nonetheless SMI’s August 2017 results are so far showing lower bookings for every major media.

TV was the most affected by last year’s Olympics broadcast, and as a result, is now down 6.8 per cent before digital bookings are included.

Outdoor is back 5.8 per cent and radio (ex-digital) bookings are 13.7 per cent lower, at least in part due to an extra week commencing period falling in August last year abnormally inflating August 2016 ad spend.

SMI’s managing director for Australia and New Zealand, Jane Schulze, said the market continues to struggle against the high hurdles created by one-off events last year.

“The 2017 year was always going to be tough given the large significant events occurring last year such as the federal election, Rio Olympics and Census,” she said.

“As a result, we’ve only had two months in 2017 in which we’ve reported year-on-year growth – January and March – but we’re hoping a period of more normal comparative periods is now ahead of us.”

In terms of the August SMI results, within the category data the strongest growth seen in August was in the restaurants category (mostly fast food restaurants), where total agency ad spend grew for the second consecutive month, this time lifting 5.3 per cent, with money again coming out of digital and being reinvested in TV and outdoor media.

But the two largest categories of automotive brand and retail again reported lower spend, down 3.6 per cent and 11.9 per cent respectively year-on-year.

SMI: August 2017 agency ad spend (interim digital results)
Competitive media type Media type Change (%)
Television Television -6.8%
Digital 26.1%
Television (total) -6.1%
Digital -15.5%
Outdoor -5.8%
Radio Radio -13.7%
Digital -27.1%
Radio (total) -14.3%
Newspapers Newspapers -32.7%
Digital -35.4%
Newspapers (total) -33.5%
Magazines Magazines -28.4%
Digital -23.5%
Magazines (total) -27.7%
Cinema -32.8%
Other -23.9%
Grand total -12.1%

 

 

Please login with linkedin to comment

Latest News

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group
  • Marketing

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group

Marketing events group Comexposium has absorbed its New Zealand joint venture partner MTS to deliver an expanded event solutions business across the Trans-Tasman. The deal will see Ryf Quail (pictured above) return to Sydney to lead Comexposium Australian and Kiwi team, while his current MTS team remains in place as Comexposium employees. While the business […]

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding
  • Marketing

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding

Audience data provider Eyeota has announced a $15.6 million Series B capital raise to spearhead additional growth in 2018. The company was founded simultaneously in Singapore, Australia and Europe in 2010, and has remained independent and enjoyed strong growth locally, as well as launching into the US. Peter Hunter (pictured above), Eyeota’s general manager for […]

Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]