Deloitte Study: Advertising Contributes $53B To The Australian Economy

The true economic power of Australian advertising has been revealed today in an independent study by Deloitte Access Economics that values the industry’s impact at $53 billion, 2.1 per cent of Australia’s total GDP in 2022. Over the same period, $18 billion was spent on advertising, which has grown at a faster pace than many other developing countries on a per capita basis.
The Deloitte Access Economics report, Advertising Pays, builds on the first edition of the report published in 2016. It has been commissioned by Advertising Council of Australia (ACA), the Australian Association of National Advertisers (AANA) and the Media Federation of Australia (MFA).
The report reveals the $53 billion economic impact delivered by advertising including:
- That advertising’s impact has grown by $13 billion or 12 per cent since 2014, making it a dynamic, fast growing industry
- For context, the economic impact of advertising is larger than the accommodation and food services industry in 2022 ($47 billion) and the telecommunications industry in 2018 ($52 billion).
The report was launched by the Hon Michelle Rowland MP, Minister for Communications.
John O’Mahony, partner, Deloitte Access Economics Australia, said: “The report, now in its second edition, quantifies the economic impact of advertising to the Australian economy. Advertising promotes competition and innovation by facilitating the transfer of information and by helping businesses reach potential customers. This, in turn, supports economic growth – delivering a $53 billion impact in 2022.”
AANA CEO, Josh Faulks, said: “Advertising is often overlooked as an economic driver and yet it is responsible for contributing a staggering $53 billion to the nation’s economy. Through tough economic times, we have continued to see remarkable growth, outpacing many other countries on a per capita basis. The importance of the advertising industry to a prosperous Australian economy cannot be understated.”
The study also revealed that the advertising industry employs 153,400 Australians in direct roles (85,917) and indirect roles (67,465). Advertising also supports 91,500 people who are employed in industries that rely on advertising as a source of revenue. The industry has grown two times faster than the labour market since 2015.
This means that for every five people directly employed in advertising, a further four are employed in industries and sectors that provide inputs to advertising through the supply chain. Direct advertising employment has increased by almost 30,000 since previous research in 2016, a growth of five per cent per annum, compared to an average two per cent per annum across all industries.
Sophie Madden, MFA CEO, said: “The study underscores that advertising serves as a major driver of job creation in Australia, with the industry employing 153,400 Australians. Advertising further supports employment in industries reliant on advertising-supported expenditure. This report is an important proof point of how our industry plays a significant role in the economy, as well as to our clients’ businesses and society.”
The findings also demonstrate the powerful role the industry can play in the Australian Government’s agenda through creative innovation and economic growth.
The study reasserts advertising’s ability to provide a platform to inform and educate the public and its increasingly important focus on communicating brand values, outlining that building awareness of a brand’s greater purpose can reinforce employee engagement as well as boost long-term brand building.
ACA CEO, Tony Hale, said: “This report demonstrates just how important advertising is for a healthy economy. The industry plays a significant role in building strong, recognised brands that contribute to long-term economic growth, with the top 100 Australian brands valued at $194 billion in 2023 alone. Our combined creative capabilities can and do drive positive change, and champion the values that resonate with the business community and public.”
As part of the research Deloitte consulted with a number of market-leading organisations to understand ways to maximise the value of advertising.
Latest News

Mister Cartoon & Turtle Wax Partnership Launches In Australia & New Zealand Via DIJGTAL
DIJGTAL launches ‘The Art of Car Care’, an exciting partnership between renowned LA street artist and icon, Mister Cartoon and Turtle Wax in Australia and New Zealand.

GTA VI Trailer Smashes YouTube Viewership Records
The trailer for Rockstar Games’ Grand Theft Auto VI has demolished YouTube viewership records for the most-watched non-music video in 24 hours. At the time of writing, the trailer has amassed 93 million views. YouTuber Mr Beast previously held the record for the most-watched vid in 24 hours for his “$1 vs $100,000,000 House” video […]

REVEALED: The Staggering Rental Price Network Seven Paid In Exchange For Bruce Lehrmann Interview
Wish Mr Lehrmann would simply disappear from your TV screens and newsfeeds? Alas, B&T's not seeing it anytime soon.

Telstra Fined $3m By ACMA After Wrongfully Charging Customers
Do you fume every time the phone bill arrives? Take the rage 'next level' with this dodgy Telstra news.

Qantas, Optus, Andrew O’Keefe! It’s 2023’s Most Momentous F#ck Ups!
Typically, B&T likes to champion the best & the brave. However, today we're honouring 2023's most memorable calamities.

Albo To Establish Copyright & AI Reference Group To Help Protect Creative Industries
It's industry news from Canberra that thankfully doesn't involve public servants misbehaving at the taxpayers' expense.

You Can Now Buy A Single McNugget To Celebrate Its 40th Birthday
McDonald's famous menu item, the McNugget, turns 40 this year. And cardiothoracic surgeons everywhere are celebrating.

Introducing Yahoo Blueprint: A New AI-powered Suite For Better Ad Performance & Optimisation
Yahoo Advertising has launched Yahoo Blueprint, a central AI suite that powers performance-based solutions within the Yahoo DSP. Fuelled by over 335 million logged in Yahoo users globally, Yahoo Blueprint enhances decisioning, makes AI more accessible, and serves as a results-driven guide throughout the campaign lifecycle to deliver better outcomes for advertisers. This new AI […]

Do Your Shopping On Company Time Says Cheesy Retro Spot From Amazon
Counting the days down till Christmas by doing as little as possible bar a spot of online shopping? This will resonate.

New Monash University Campaign Asks: Would Your Younger Self Be Proud?
Have a painful, inert sense you've f#cked your life up? Shine a light on things via this cavity searching campaign.

Foot Locker & Nike Recruit NBA’s Kevin Durant To Hype Up The Holidays
Haven't managed to shift the winter pudding? You'll lose two kilos just watching this Foot Locker campaign.

TEAM LEWIS Announces Rapid Expansion Of Its Australian Team With 10 New Hires
With a passion for redundancy stories, we can't see the Mumbrella team being too happy over this monster hire.

Icon & Snack Drawer Appointed Meta PR Agencies Of Record
Meta unveils its new local PR agencies. So be warned if you plan to publicly say anything unsavoury about Mr Zuckerberg.

Publicis Sapient Announces Launch Of PS Hummingbird, Expanding Its Generative AI And Cloud Capabilities With Microsoft
Publicis Sapient, a digital business transformation company, today announced the launch of a new joint venture with Tquila called PS Hummingbird. Lead image: Nigel Vaz CEO of Publicis Sapient The partnership with Tquila, with whom Publicis Sapient has collaborated on several other ventures, will extend Publicis Sapient’s generative AI offerings powered by Microsoft Azure, Microsoft […]

oOh!media Names Lisa Green As Its chief People & Culture Officer
Planning on getting boozed up at the oOh! Chrissie bash? Beware, a new chief people & culture officer is in town.

Anathea Ruys Sits Down For 10 Fast Questions On Agency Culture & Renovating Her Laundry Room
It's 10 quick ones with UM's Anathea Ruys. Even quicker if you've recently completed a speed reading course.

Keep Left Launches Brand Campaign ‘When ‘It’ Happens’ For PassportCard
Keep Left is, of course, a creative agency and not some rabid Karl Marx sympathiser.

Thinkerbell Turns Iconic Menulog Delivery Bag Into A Star Studded Handbag For Christina Aguilera
Work with Gen Xers who constantly whine "music was better in my day"? Two words today - Christina and Aguilera.

IMAA Announces New Board For 2024
Indie industry body unveils its 2024 board. Promises to continue to highly irritate the holding companies.

Havas & Reckitt Unleash “Flyhunt” Campaign for Mortein, Turning Billions of Flies into Billions of Ads
Despite our love of animals, the rise in veganism, it never extended to gassing flies, did it?

Why Marketers Are Leaving Millions On The Table With Inefficient Tech Stacks
Worried you've got inefficient tech stacks? Discover the awful truth here. It'll be no help for inefficient colleagues.

REVEALED: Australia’s Greatest-Ever Ad!!!
You voted and now B&T can reveal Australia's greatest EVER ad! Yes, Ali Baba Kebabs can feel rightly aggrieved.

The Royals & Ryvalmedia Win Big In B&T’s Top-Performing Agencies For November
Which agency chiefs will be collecting their Christmas bonuses? Discover the truth with this 'who's hot' barometer.

George P. Johnson Announces Leadership Changes
Changes at the top at George P. Johnson today. The middle and the bottom given the order to stand down.

Monday TV Ratings: The 1% Club Scores Seven A Win
Game shows continuing to rate well with TV viewers. Yet, that's not to say we need Andrew O'Keefe back anytime soon.

Free TV Comes Out Swinging Over Sports Rights After Amazon Snares The Cricket
Industry body says free TV sports rights are under threat. Meanwhile Wallabies declare they've all but given up.

Westpac Shows Optus How To Apologise
Westpac delivers on its crisis communication. Also see Westpac board trying to save their collective arses.

Triple J Announces Hottest 100 2023 Dates
This year's Hottest 100 deets announced. With B&T predicting big things for Nollsy's KFC ad.

A Professional Cheese Sculptor Stars For Wacky Ads For US University
Hating the job right now? These uni ads could (A) inspire you to new things or (B) give you a laugh, albeit a brief one.

Don’t Be THAT Perfectionist….Enter B&T’s 30 Under 30 Awards, Presented By Vevo, Now!
Work with people who endlessly say "things were better in my day"? Sounds like you're a real contender for 30 Under 30.

We Are Warriors & R/GA To Produce City Of Sydney’s Calling Country & New Year’s Eve Fireworks
Social Indigenous Enterprise We Are Warriors (WAW), supported by creative innovation studio R/GA Australia, has been selected to produce the City of Sydney’s New Year’s Eve Calling Country live performance as part of the 9pm firework show. Lead image L-R: WAW co-founders Ben Miles & Nooky. The performance will feature a special Welcome to Country […]

Data Is King. So How Can Marketers Survive Privacy Reforms?
There's a fine line between proper use of customer data and a $50K fine from the ACCC. Save your cash with this read.

Chery Launches New Tiggo 7 Pro In Australian Market With Creative Campaign Via Chello
Chinese EVs continuing to flood into the Aussie market. Clearly no reciprocal agreement with our wine and barley.

Isuzu UTE Extends A-Leagues Partnership Through To 2026
Isuzu UTE extends its A-Leagues partnership. Also desperately hoping the fans don't behave like dickheads.

Seven Network Unveils New Advanced Advertising Division
Seven unveils its new advanced advertising division. No sign of official scarlet red team tracksuits, however.

“Give An F About the Flags”: Surf Life Saving Australia Launches Summer Campaign Via Banter
Every Australian should know to swim between the flags. That and Bradman's average and most of the words to Khe Sanh.