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
B&T Magazine
By B&T Magazine



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.




Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]