SMI Data: February Ad Spends Slump Back To 2009 Levels
Australia’s media agency market has experienced the softest advertising demand seen in almost 10 years in February, with total bookings back 8.3 per cent to $482.9 million from a record high February result in 2018.
The February decline of 8.3 per cent is the largest seen in the SMI database since April 2009, and the usual strength of the media Agency market is underscored by the fact that negative demand has only been recorded five times in SMI’s 12 years of data history.
The lower bookings were partly due to some timing issues as the Winter Olympics were broadcast in February 2018 and that month also featured exceptionally strong increases in domestic bank ad spend (up 56.6 per cent at the time) in the lead up to the Financial Services Royal Commission.
As a result all major media are reporting lower bookings this month, even with Government category advertising excluded to normalise the results.
And although television’s results were impacted by last year’s Olympics, SMI’s new Digital Client Count detail shows there were far fewer corporates advertising in February – at least in the digital media – with the number of large digital advertisers decreasing 17.3 per cent to 1,103.
SMI AUNZ managing director Jane Ractliffe said while the decline in financial sector ad spend was the primary driver of the market softness other product categories contributing to the malaise included toiletries/cosmetics (ad spend down 24.9 per cent YOY) and media companies (ad spend down 23.2 per cent).
“But there are also some positive signs in the data with SMI, for example, tracking ad spend by political parties and unions and in February – with the NSW and Federal elections approaching – we saw this category’s ad spend grow 52.5 per cent to $4.43 million,’’ she said.
“The television media scored the largest share of this investment (43 per cent), followed by Radio (19.1 per cent) and outdoor with 14.9 per cent of this category’s media investment.’’
And as with any monthly result there are some bright spots, with those for the February 2019 period including:
- The largest category of automotive brand grew its media investment 7.4 per cent in February
- Travel emerged as the 3rd largest category for the first time, driven by ad spend growth from cruise lines ( up 21.2 per cent ) and government tourist bureaus (up 30.6 per cent)
- Within subscription TV, the direct (non-automated) market continues to grow with its bookings up 16.7 per cent YOY
- Regional radio grew the value of its advertising sales 1.1 per cnet
The February result continues a bleak financial year thus far, with total bookings back 1.2 per cent to $4.56 billion with only the digital (up 2.6 per cent ), outdoor (up 6.7 per cent) and radio (up 2.5 per cent) reporting any growth.
Latest News
Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal Partners With Welcome To Country
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
The Brag Media Refreshes Look For Three Titles, Makes Two Hires
The Brag Media has given its mastheads a spruce and a spring clean. One staffer even suffering a dust mite allergy.
Christiano Ronaldo Removes Coke Bottles From Presser, Stings The Brand $5.2 Billion In Marketing
To be fair to Coke, it's like water just with biphenol-A, phosphoric acid, aspartame, sucralose & acesulfame potassium.
ABC Radio Host Jon Faine Calls Out Peter Dutton For Constantly Trying To Sue Him
You'd be right in thinking the government's relationship with the ABC was starting to resemble an episode of MAFS.
WPP’s Comms Man Toby Hemmings Departs After Just Nine Months In The Role
WPP's local newsagent raking it in on leaving cards as yet another high-profile staffer heads for the exits.
Two-Thirds Of Vehicle Owners Fear They Won’t Have Transportation Flexibility In The Future
R/GA unveils its 'Future of Mobility Report'. Once again, no signs of flying cars, jet packs or teleporting.
Underwear Subscription Brand Knobby Shares Loyal Customers’ Stories In New Campaign
Here's some important underpants news if the state of your own Y-fronts or knickers have forced you into celibacy.
Digital Marketing Agency Whitehat Debuts New Website
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Thrive Homes Targets Broad Audience In The Property Market With ‘Clever Choice’ Campaign
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
NRL Beanies For Brain Cancer Launches For 2021
This remains a top initiative by the NRL. Unlike the mid-strength beer at games and the exorbitant ticket prices.
Fintech Start Up DiviPay Bolster Team With Head Of Accounting
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
ABC Set To Move Staff To Parramatta
Airs a QAnon story on Monday, gets moved to Parramatta by Wednesday. You do the maths people, you do the maths.
Reporter Stalked By Creepy Neighbour From ‘Home Alone’ While Reporting On Murderer Who Killed With A Nutribullet & Sheep Sedatives
This will be the best thing you read all day. Although it could also be the worst thing such is the unhinged reporting.
Adhesive Wins PR For Domain Group
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]
Façon Magazine Celebrates Powerful Women In Femme Issue
Visitors to B&T will always see the latest Façon in reception. We use it to hide New Idea and Boat & Trailer magazine.
Triple J To Launch New First Nations Show ‘Blak Out’
This headline may appear riddled with typos, but it's actually not. The actual body copy we're far less confident about.
Tuesday TV Wrap: Celebrity Apprentice Winner Announcement Tops Entertainment Charts
Celebrity Apprentice has been run & won for another year, meaning we must be due another reality cooking show very soon.
Thinkerbell Unveils Trio Of Spots In First Work For Bupa
These health insurance ads have a distinct Gen Y feel about them. Stops short of mentioning avocados on sourdough.
Carrefour Partners With LiveRamp To Deliver Next-Generation Retail Offerings
Carrefour may sound like a character from Beauty and the Beast, but fear not, this is still a tech story.
Broadcaster Forced To Apologise After Reporter Threatens To Beat Up Heckler
B&T first aired this story on Monday, so it does come with a whiff of 3-day-old leftovers in the back of the fridge.
Can Data Sharing Marketplaces Take On The Tech Giants?
Data marketplaces are just like your local farmer's market, just without the gozleme or giant orange juice machine.
A Road Map To The Right Marketing Combination
Here is a road map to the right marketing combination that'll be of no use whatsoever for a road trip to Coonabarabran.
LiSTNR Announces Collaborations With Apple Podcast Subscriptions
Good news this morning for podcast enthusiasts. Not so good for podcast advertisers, however.
10 ViacomCBS & Football Australia Announce $300 Million Socceroos & Matildas Broadcast Deal
Who doesn't love watching the Socceroos crush footballing powerhouses such as Palau and Tuvalu.
A Home For Marketing: How Medibank Centralised Its Marketing Operations For An Agile World
It's an insightful look at the marketing operations of Medibank that doesn't reveal the code to its stash of emeralds.
Ron Ramaiya Joins The Lab As Head Of Data Science
Ron Ramaiya joins The Lab as head of data science. Although he could've also played a cop in Starsky & Hutch.
No Measurement, No Worries? What Apple’s Latest Privacy Changes Mean For Marketing
Privacy added to the list of reasons why Apple can charge you $2,000+ for an iPhone.
