Federal Election Provides Badly Need Boost To Ad Spends In July: Latest SMI Figures

Federal Election Provides Badly Need Boost To Ad Spends In July: Latest SMI Figures
SHARE
THIS



Australia’s advertising market is poised to deliver a record level of advertising expenditure in the month of June after sealing its fourth consecutive year of record financial year advertising expenditure, the latest SMI data has shown.

Total agency bookings for the 2015/16 financial year have lifted 3.4 per cent to a record $7.14 billion, while the figures for the month of June are slightly down 2.1 per cent at $631.3 million from 2015’s record June result, but the addition of late digital bookings at the end of the month should ensure another record level is set in two weeks’ time.

Screen shot 2016-07-17 at 9.06.44 PM

The month has been notable for a record level of Federal-election inspired a dvertising expenditure – total Government Category ad spend hit $81.5 million compared to the $35 million spent in the month prior to the 2013 election – and had the knock-on effect of significantly reducing ad spend from numerous key Product Categories.

“The Federal election has had both positive and negative impacts on Australia’s advertising market,’’ SMI AU/NZ managing director Jane Schulze said.

“With the Government Category so dominant this month, many advertisers chose to remain quiet which is evidenced by the fact that seven of the 10 largest SMI Product Categories significantly reduced their year-on-year ad spend in June.’’

Among the major media, the Government category delivered the greatest share of spend to TV (56 per cent) followed by digital (19 per cent) and then newspapers (10 per cent). The SMI data also shows the bulk of that digital spend was directed to the quality content sites operated by traditional newspaper publishers.

SMI’s financial year data also continues to demonstrate the buoyancy of Australia’s media market.

“The ongoing record levels of media investment by advertisers reflects the continued innovation in Australian media and the sophisticated nature of our media market,’’ Ms Schulze said.

Please login with linkedin to comment

2016 Federal election Advertising Standards Bureau colmar brunton Media Law SMI Data

Latest News

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.