Metro Newspapers Lead the Way in Ad Revenue According to NMI Report

Metro Newspapers Lead the Way in Ad Revenue According to NMI Report
SHARE
THIS



The news media sector has continued to report improvements in advertising expenditure, with the latest News Media Index (NMI) for the December 2018 quarter showing Metropolitan Press reporting a slight decline and the total sector remaining stable.

The NMI, with data collated by Standard Media Index (SMI), showed that total news media advertising expenditure declined by just 6.2 per vent to $487.2 million in the final quarter of 2018.

Metro press, which accounts for almost one third (31.9 per cent) of ad spend, reported a decline of 3.2 per cent in the December quarter to $155.36 million.

For the 2018 calendar year, the NMI shows ad spend to down six per cent to $1.89 billion, while for the December quarter the total was down 6.2 per cent, largely as a result of the difficult ad market conditions experienced by the overall media sector in October and November from the year prior when the Same Sex Marriage plebiscite drove ad spend.

Australia’s news media sector remains the third largest media sector by ad revenue.

According to SMI’s media agency-only data for the month of December, total news media ad spend was down 4.7 per cent, a larger decline than the NMI figures, which also include spend from direct advertisers.

The NMI showed that Metro Press, however, grew ad spend up 1.2 per cent in December.

NewsMediaWorks CEO Peter Miller said: “The News Media Index figures are good news for our industry.

“The continued strengthening of the sector shows that an improvement in the fortunes of authentic news media has become a trend.

“A total of 17.5 million Australians read news media, the latest emma data shows.

“Once again we have seen low single digit negative growth in news media advertising expenditure of -6.2 per cent, built on the strong performance of the big metropolitan titles, the core of the sector’s business, which were back only -3.2 per cent.

“Digital news media grew by +6 per cent as advertisers seek to support their brands by advertising in trusted, authentic, reliable news environments rather than throwing hard won budgets at the ropey long tail of the web and the even ropier social channels.

“I think what are seeing here is the result of a reappraisal by advertisers and their agencies, and a return flight to quality”.

SMI AU/NZ managing director, Jane Ractliffe, said: “Australia’s news media industry is arguably the new growth engine within digital media, with ad spend to news media’s digital assets outpacing that of the broader agency market.

“When comparing the agency-only SMI data to the NMI data we can see that advertisers are growing their digital investment to news media websites at a far faster pace than that of the broader digital market.

“For example, digital ad spend in the NMI grew 21.4 per cent in December but SMI’s agency data for the same period shows digital spending back 4.6 per cent.

“In Q4 NMI digital ad spend was up 6 per cent while in the SMI agency data total digital spend was back 0.8 per cent.

“For the full calendar year, NMI digital ad spend has grown 8.7 per cent while in the SMI data it’s up a lesser 5.8 per cent”.

Direct ad spend now accounts for 56 per cent of all news media advertising, again highlighting the difference between agency and direct ad revenue, although the media agency sector continues to improve.

Unlike the monthly SMI data which reports agency only revenue, the quarterly News Media Index reports all print and digital ad revenue to Australia’s largest news media publishers from both agencies and direct advertisers and is independently verified by SMI.

Please login with linkedin to comment

Media Metro Newspapers NMI

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]