Report: Digital Publishing Ad Spend Up 10%

Stack of Australian dollars
SHARE
THIS



Advertising revenue from newspapers and news websites is up in the second quarter of 2018 with digital ad expenditure increasing by 10.8 per cent, according to the latest News Media Index (NMI).

Using data collated by Standard Media Index (SMI), the NMI found national newspapers have reported positive growth in direct ad revenue for the second consecutive quarter, up 5.5 per cent into $5.7 million in Q2, building on the growth seen since Q2, 2016.

Digital ad revenues from news websites have grown 10.8 per cent in Q2 to $135 million, with the largest growth evident in the programmatic market, up by 52 per cent to $33.4 million.

Metropolitan newspapers have shown the biggest recovery, with media agency ad spend down just 1.8 per cent and the total metro newspaper sector (including direct advertiser spend) down a modest 2.9 per cent.

Australia’s news media sector remains the third largest media sector by ad revenue, reporting $2 billion for the full 2018 financial year.

The industry’s decline has almost halved in the past quarter, with total news media ad spend back just -3.7 per cent in Q2 to $494.4 million, compared to -7.3 per cent in the first quarter.

This is well below the latest SMI agency-only ad spend data, which showed a decline in print spend of 14.1 per cent in Q1, although its figures are also expected to moderate in the Q2 period.

Direct ad spend now accounts for 55 per cent of all news media advertising, again highlighting the difference between the agency and direct ad revenue markets, although the media agency sector has significantly improved.

For example, total agency spending on news media declined by 7.2 per cent in Q2, but the total newspaper decline was less, at 4.8 per cent.

Agency spending on print display was back just 3.4 per cent and spending on catalogue inserts declined by only 1 per cent.

Total spending on inserts grew 7.3 per cent this quarter to $17.7 million.

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.

News Media Index by media type
Q2 2018 Q2 2017 % change YOY
Print $343.5m $374m -8.1%
Digital $135.1m $122m +10.8%
NIMs $15.8m $17.7m -11.1%
Total Industry $494.4m $513.6m -3.7%

 

NewsMediaWorks CEO Peter Miller, said, “The News Media Index Q2 numbers are encouraging to say the least. They indicate a long-awaited review by agencies of media investment priorities.

“Advertisers have in all likelihood been asking the hard questions about why they are spending big dollars to reach millions of bots on non-news websites.”

“I think the sales operations of the news media companies deserve great credit.

“They are talking to advertisers directly about the power of newspapers and the value of premium websites, whilst investing heavily in their online presence.

“And they are doing excellent work developing strategic proposals for advertisers across print, digital and video and producing top-class branded content. All this is creating a perfect storm of the very best kind. Further improvements lie ahead.

“The renaissance of the most trusted media channel for content and ads is well underway,” he added.

SMI AU/NZ MD Jane Ractliffe, said the 3.7 per cent decline in second-quarter news media ad spend was the lowest since the NMI records began in 2014.

“The story of this data release really is the stabilisation of media agency spending to news media, and in particular the print products.

“For example, the NMI is reporting a 7.3 per cent increase in agency bookings to Melbourne metropolitan mastheads and static agency spending for the Brisbane and Tasmanian mastheads,’’ she added.

“It’s another positive step in the turnaround we’re seeing in the print sector overall, accompanied by continued growth in digital ad spend.”

Please login with linkedin to comment

ad revenue newspapers NMI smi

Latest News

Coopers Release New & Limited Edition Hazy IPA Via TABOO
  • Campaigns

Coopers Release New & Limited Edition Hazy IPA Via TABOO

Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign
  • Campaigns

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign

Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign
  • Campaigns

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign

BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine
You Can Now Limit Who Can Reply To You On Twitter
  • Technology

You Can Now Limit Who Can Reply To You On Twitter

Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]

Home Office Set Up for Webinar and Teleconference whilst respecting the lockdown due to the corona virus outbreak
  • Media

The Virtual Conference Network Launches In Australia

The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]

Medallia Appoints Heather Paterson As ANZ Country Manager
  • Advertising

Medallia Appoints Heather Paterson As ANZ Country Manager

Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]

IAS And Channel Factory ‘Channel Science’
  • Technology

IAS And Channel Factory ‘Channel Science’

Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized.  More than ever before, advertisers are searching for ways to streamline their media buying and improve […]

by B&T Magazine

B&T Magazine
Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

by B&T Magazine

B&T Magazine