Aussie Media Agencies See Fifth Straight Year Of Growth On Back Of Government Spend

Aussie Media Agencies See Fifth Straight Year Of Growth On Back Of Government Spend
SHARE
THIS



Australia’s media agency market has demonstrated its ongoing strength by recording its fifth consecutive year of growth in the 2016 calendar year with total payments lifting 1.1 per cent from 2015 to $7.11 billion, according to the latest SMI Data.

The higher bookings ensured four of the seven main media scored a record level of bookings in 2016 with the growth led by digital ( up 14.2 per cent on CY2015), OOH (up 7.9 per cent), radio ( up 5.6 per cent) and then cinema (up 0.5 per cent).

And SMI’s category data shows government spending did the most to buoy the market in CY2016 ($80.9 million) due to the federal election and Census-related advertising, but from a percentage perspective the health care category reported the highest growth (67.9 per cent).

SMI AU December 2016 Data.

Screen Shot 2017-01-16 at 4.50.31 pm

SMI AU/NZ managing director Jane Schulze said the figures prove the ongoing buoyancy of the Australian media agency market, which in turn has been aided by continued innovation within the media level.

“Australia’s media remains one of the most innovative in the world, with our media companies continuing to find new and improved ways for advertisers and their Agencies to reach audiences,’’ she said.

“As a result we’ve seen key product categories such as automotive brands, retail, food/produce/dairy and travel all increase their marketing budgets in the past year and most of those have also grown their advertising spend in December.’’

Despite this, the early December results are showing a year-on-year decline of 6.6 per cent for the month to $457.7 million before late digital bookings are received. And the level of decline is expected to reduce more than usual at that time given the holiday period.

As a result, the digital media is currently reporting a year-on-year decline of 15.1 per cent, with the growth mantle instead shifting to the metropolitan radio market which grew agency spending by 20.8 per cent.

And apart from higher bookings from the retail and automotive brand categories, the strongest growth among the major categories in December came from the movies/cinema/theme parks sector which lifted spending 13.9 per cent to become the market’s fifth largest category in the month.

Please login with linkedin to comment

Advertising Standards Bureau Jane Schulze SMI Data

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.