SMI Data: Agency Bookings For February Showed Promise Prior To CV-19’s Arrival
The Australian media agency market has reported a lower decline in February, suggesting the market was beginning to stabilise before the COVID 19 crisis further hurt confidence, as total bookings were back 5.3 per cent.
All major media reported reduced bookings with the lowest declines were seen in the media of digital (-0.9 per cenet) followed by TV (-1.6 per cent) and then radio (-5.4 per cent).
But there was growth among some key media sectors with metropolitan TV delivering a 1.9 per cent increase in spend (mostly due to Nine’s Australian Open finals broadcast occurring in February instead of January as was the case last year). The Regional Radio sector grew bookings 7.8 per cent; programmatic rebounded from the lower demand it’s experienced this financial year and was up 9.8 per cent in February and the value of advertising to social sites grew six per cent.
SMI AU/NZ Managing Director Jane Ractliffe said it was again a contrasting story in New Zealand as ad spend in that market grew 2.4 per cent in February.
“New Zealand’s media has now reported two consecutive months of growth so is entering their coronavirus lockdown in a stronger position, and we can also see in our NZ future pacing data the market will also be strong in March,’’ Ractliffe said.
“But at least in the Australian market we can see the decline has been reducing, with this 5.3 per cent fall below the 6.1 per cent decline we’re reporting across the eight months of this financial year.’’
And Ractliffe said with the coronavirus impacting all markets, these were likely to be the last `normal’ results for some time.
“Already we can see in Australia that in March there’s been large increases in spending from the categories that are more likely to benefit from a lockdown environment, such as in-home entertainment, food, toiletries/cosmetics and health care,’’ Ractliffe said.
“But the market is obviously making huge adjustments given major changes such as the loss of sporting events and the large movement of audiences, so we will continue to deliver our Special Ad Spend Updates to get the latest ad spend trends to the market as soon as possible.’’
Meanwhile, SMI has also created this month an Industry Media Index, pulling together ad spend data from media industry associations to show the total value of the Australian advertising market hit $18 billion in CY2019.
And the combined Agency and Direct ad spend figures include for the first time ad spend for the catalogue, inserts and direct mail media as SMI has entered an exclusive agreement with the Real Media Collective (the former catalogue and printing industry associations) to collect and publish their ad spend data. Across all major media, they have emerged as the fourth largest with $1.4 billion in ad spend in CY2019.
But when the Industry Media Index is viewed on a like-for-like basis (with RMC data removed) the total market is back one per cent to $16.6 billion in CY2019.
“Given the drought, fires and floods last year it’s unsurprising to see the value of the total Australian market fall in 2019 as these events always affect business confidence which in turn hurts advertising demand,’’ Ractliffe said.
“But in these difficult times we’re still trying to deliver improved advertising metrics so it’s been fabulous to work with the Real Media Collective to collect catalogue, inserts and direct mail ad spend and we hope to continue improving this service moving forward.’’
Please login with linkedin to comment
SMI DataLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.