The Independent Media Agencies of Australia (IMAA), today launched its inaugural Pulse Survey which found that more than a third of independent media agencies expected media spend to increase from their clients from September.
The COVID-19 pandemic has seen client spend contract in the majority of media agencies, however, the majority are confident that spend will return, with another 20 per cent saying spend will resume this month.
The Pulse Survey was conducted among the IMAA’s 31 members in June to gain insight into the mindsets of independent media agencies on current market conditions and views towards media owners. The survey will be conducted twice a year among members.
Almost four in 10 independent media agencies saw their revenue impacted by up to 50% during the pandemic. Another 18 per cent of agencies had a 50-70 per cent revenue impact to their business, while 20% saw only a 10-20 per cent revenue impact.
“The IMAA survey results provide highly valuable insights for our media partners on how they are positioned in terms of relationships, innovation, data, etc. The feedback to date has been very positive,” the IMAA said.
IMAA members were also asked about plans to return to offices and resume face to face client and media owner meetings. The majority (37.1 per cent) said client meetings would return from this month, with 28.6% saying media owner meetings would also resume this month.
The majority of agencies also said staff would return to offices from June and July.
