SMI Data: Ad Spend Down 4.7% For August As Massive Print Declines Weigh Heavily

SMI Data: Ad Spend Down 4.7% For August As Massive Print Declines Weigh Heavily
SHARE
THIS



AUSTRALIA’S media agency market has experienced an unusual first post-Election month in August with total ad spend down 4.7 per cent at $575.4 million as Seven’s Rio Olympics broadcast took centre stage and unrelated advertisers remained on the sidelines.

The strength of Seven’s Olympic broadcast was evident by the network attracting 51 per cent of the metropolitan commercial TV market’s agency ad spend, while also debuting strongly as a stand-alone digital business with the sales of its Olympic-related digital assets seeing it catapult into the list of 10 largest digital groups in Australia as the eight largest.

Screen Shot 2016-09-15 at 2.56.51 pm

But despite the emergence of Seven as a significant digital player in its own right, the overall digital market has recorded its largest interim year-on-year decline with the total so far back 5.4 per cent before late digital bookings are added at month end.

Outside of the Olympics, the other notable feature this month was advertising related to the Census, which resulted in SMI’s Government category ad spend almost doubling year-on-year while the data also showed a large proportion of those bookings targeted regional media.

SMI AU/NZ managing director Jane Schulze said advertisers were also being cautious as they assessed the media landscape post the Federal election spending boom, but she believed Seven’s Olympic success bode well for the industry.

“Apart from their impressive TV spend, Seven’s success in selling its digital-related Olympic inventory provides the market with the first clear indication of the value linear TV content can achieve online through their advertising video-on-demand (AVOD), or streaming sites,’’ she said.

“And as this digital advertising is embedded within traditional TV content the amounts can be added back to the TV ad spend results in the future, just as SMI has already done with the newspaper and magazine media. It’s another example of how content-based media are increasingly monetising their content online, which means the historic view of media in separate `media silos’ is rapidly becoming outdated.’’

SMI also introduced ad spend for two new product categories this month – clothing/fashion accessories and consumer electronics – while also providing more detailed breakdown for digital spend to the gambling, alcoholic beverages and toiletries/cosmetics categories.

“SMI’s Category data is the only like-for-like ad spend product available across all media sectors and as such has become increasingly relied upon by advertisers to understand competitor behaviours, especially in the Digital media which is notoriously difficult for others to estimate,’’ she said.

Meantime, Ms Schulze said the overall market remains in record territory over the calendar year period with both the Digital and Outdoor media reporting double digit calendar year growth.

 

Please login with linkedin to comment

SMI Data

Latest News

WWF-Australia & Publicis Media Debut ‘Koala Museum’
  • Campaigns
  • Media

WWF-Australia & Publicis Media Debut ‘Koala Museum’

Publicis Media’s Content division has developed a unique activation in collaboration with Starcom, Habitat Media and WWF-Australia that gives Sydneysiders the chance to experience what a future without koalas in the wild could be like. The activation aims to raise awareness and encourage action on excessive tree-clearing now to ensure a future for the iconic […]

Pernod Ricard Wines Taps Cummins&Partners Sydney As Global Lead Strategic Agency
  • Media

Pernod Ricard Wines Taps Cummins&Partners Sydney As Global Lead Strategic Agency

Cummins&Partners Sydney has been appointed as the Lead Strategic Agency for Pernod Ricard Wine, specifically focused on Australian brands, As part of a new global agency structure. Global duties will begin immediately on three of its Australian Wine Brands including Jacob’s Creek, St Hugo and I AM GEORGE. Cummins&Partners Sydney MD Kirsty Muddle said: “We […]

Remarkable Marketers: Meet Mars Food’s Matt McInnes
  • Marketing
  • Partner Content

Remarkable Marketers: Meet Mars Food’s Matt McInnes

There are some pretty remarkable people in our industry, each offering their own unique perspective to adland. While we spend so much time learning about our peers’ career highlights, B&T thought it high time to dig a little deeper, and find out what makes the shining stars of our industry tick and, at times, tock. […]

Partner Content

by Carat

72andSunny Sydney Announces String Of New Hires
  • Advertising

72andSunny Sydney Announces String Of New Hires

Following the recent executive creative director hire, Micah Walker, and new business wins of Optus, Paspaley and Vision Investment Group (VIG), 72andSunny Sydney has welcomed a number of key hires. The new hires include: Greg Fyson, executive producer: Fryson comes to 72andSunny with 15 years’ industry experience. Carving out his career as a TV Producer at BMF, Fryson […]

PHD Wins H&R Block’s $4 Million Media Account
  • Advertising
  • Media

PHD Wins H&R Block’s $4 Million Media Account

H&R Block has today announced PHD as their new media partner. The business was won in a non-competitive pitch after PHD completed a series of successful projects for the brand. The business is estimated to be worth $4 million annually and PHD will be responsible for all media planning and buying duties. The move will […]

Instagram Unveils New Shopping Tools
  • Marketing
  • Media
  • Technology

Instagram Unveils New Shopping Tools

Ahead of the holiday gift-giving period, Instagram is introducing three new ways for users to shop on Instagram. The Facebook-owned social media platform is launching tools to discover new products, shop favourite brands and keep track of shopping inspiration in one place. Here are the three new ways to shop on Instagram: Save new shopping […]

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas
  • Advertising
  • Campaigns
  • Marketing

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas

Online experience retailer RedBalloon is urging consumers to ‘break with tradition’ this Christmas and rethink their approach to gifting, with a million-dollar campaign set to drive 1.6 purchases every minute between now and December 25. RedBalloon General Manager Matthew Cavalier said everyone has their own traditions at Christmas. The brand’s creative territory is about celebrating […]