Australia’s advertising market fell 5.2 per cent year-on-year in September 2026, as measured by media agency bookings, although the latest figures suggest the market could be heading towards a stronger finish to the year.
New data from Guideline SMI shows September ad spend is continuing to trail the same month last year, but the decline is improving as late digital bookings are reported and reconciled.
However, figures also show the Australian advertising market is up 0.8 per cent for the calendar year to date, compared with the first nine months of 2025. And advertising demand appears to be holding up, despite inflation and interest rate pressures continuing to weigh on consumers.
Past and planned advertising spend for October and November is tracking above the same period in 2025, excluding Digital, according to media agency booking data.
Guideline SMI chief insights and analytics officer Sean Wright said the latest figures offered some encouragement, particularly given the growing influence of digital advertising on the market.
“Traditional media has a bigger share of total ad spend in Australia than we see in many other markets,” Wright said. “But Digital now comprises 46 per cent of total media agency allocations, and late or complex trades can take some weeks to be reconciled, which can influence market dynamics.”
Wright added that August was now showing year-on-year growth of 3.0 per cent, with total advertising spend increasing in seven of the first nine months of the calendar year.
“While September has some ground to make up, August is now showing year-on-year growth of 3.0 per cent.
“That means total ad spend has increased in seven out of nine months this calendar year, and if demand remains strong in Digital, the outlook is encouraging.”
Looking at individual media channels, Outdoor and Magazines were among September’s stronger performers.
Outdoor advertising spend increased 9.9 per cent year-on-year, with Street Furniture the strongest-performing sector, while Magazines recorded an 8.1 per cent increase.
Digital advertising spend is currently down 4.9 per cent year-on-year, although Guideline SMI said this figure continues to rise as late bookings are reported.
Meanwhile, the more traditional broadcast channels faced a tougher month.
Total Broadcast Television fell 13.8 per cent year-on-year, while Radio declined 6.3 per cent and Newspapers dropped 10.3 per cent. Cinema was comparatively stable, slipping just 0.5 per cent.
Across advertising categories, Government, Automotive and Restaurants were among the sectors underpinning growth throughout the year. Seven of the top 10 advertising categories increased their collective spend, although Banking, Travel and Communications activity slowed.
