AUSTRALIA’S media agency market is poised to deliver higher advertising expenditure in April after demand returned to most major media sectors in the month.
Total Agency bookings are so far back 2.3 per cent in the April year-on-year period at $510.8 million – from last year’s record April result – but the addition of late digital bookings at the end of the month will ensure a positive result for the month.
“Australia’s advertising market has rebounded from a difficult month in March, which was largely affected by one-off timing issues,’’ SMI Australian/NZ managing director Jane Schulze said.
“And we can see that confidence has certainly returned to most media this month, while the overall market will show a good amount of growth once late digital bookings are included in today’s figures.’’
Among the major media, TV returned to growth with the total lifting 0.4 per cent to $236.7 million. Radio also returned to positive territory (+0.2 per cent to a record April result of $40.08 million) and OOH bookings lifted 5.9 per cent to a record April result of $56.6 million.
Within the category data the Government category emerged as the fastest growing in April even though the Federal election was not officially called until May. Nonetheless, Government bookings jumped 20.9 per cent to $31.5 million. And bookings to SMI’s Business category (which includes ad spend by industry groups and unions) also grew strongly in April, up 24.9% to $14.7 million.