SMI Data: Ad Market’s Recovery Continues In July, As Olympics Deliver Golden Jolt

SMI Data: Ad Market’s Recovery Continues In July, As Olympics Deliver Golden Jolt

Australia’s advertising market continues its remarkable recovery from the COVID pandemic with SMI reporting the fourth consecutive month of growth beyond 40 per cent in July and SMI’s Forward Pacings data showing August ad spend (ex Digital) already up 15 per cent.

Total market bookings soared 41.8 per cent from July 2020, partly buoyed by the Tokyo Olympics which aided a 41.9 per cent increase in TV ad spend (TV’s highest July result since 2016) and a doubling of ad spend to the Digital Video Sites market.

And SMI AU/NZ Managing Director Jane Ractliffe said there was no sign of the market losing confidence as a result of the recent COVID outbreaks, with SMI already reporting a 15 per cent increase in early August ad spend (ex Digital).

“It’s clear the advertising market has learned to live with COVID as there is definitely no panicked mass cancellation of ad spend as we saw last year evident in the payment data,’’ Ractliffe said.

“And we can already see in the early August data that TV, Outdoor, Radio and Cinema are reporting strong growth, while for September SMI’s Forward Pacings show the market is already 82 per cent booked compared to the total spent in September last year – and that’s the highest level of future confirmed payments seen at this point in the past two years.’’

Ractliffe said a geographic analysis of SMI’s ad spend data further proved the point, with ad spend onto media based in NSW and Victoria delivering the highest level of growth of any state-based media with growth of 52% and 46.3 per cent respectively.

SMI’s July data has also confirmed the extent of the COVID recovery, with the total market spend 7.4 per cent above that achieved in July 2019 and only $2 million shy of the record level of July ad spend reported in 2016.

“The Australian market is reporting similar trends to what we’re seeing elsewhere which proves the current market strength is not isolated, with the US market also back at pre-pandemic levels in July and the NZ media reporting a record level of ad spend for the month,’’ Ractliffe said.

“It’s clear that all markets are learning to live with COVID and are delivering strong recovery stories as large advertisers return their media investment to 2019 levels.’’

And in other SMI news, advertisers are being given an opportunity to trial the brand-level ad spend estimates SMI creates with the creative ad monitoring group Big Datr. These estimates are derived using SMI’s premium category detail for all media to ensure a new level of accuracy, especially for Digital media sectors such as Social and Display. The advertiser ad spend detail is also not based on rate cards, but on actual bookings.

“Advertisers are always keen for more accurate competitive data – especially for Digital media – and SMI and Big Datr are now solving this problem by combining SMI’s accurate Category detail with Big Datr’s creative monitoring solutions. SMI has always championed greater data accuracy, and now we’re also delivering this at another level for advertisers,’’ Ractliffe said.




Please login with linkedin to comment

SMI Data

Latest News

Canva Unveils Enterprise Era With Powerful New Workplace Products Debuted At Canva Create
  • Media

Canva Unveils Enterprise Era With Powerful New Workplace Products Debuted At Canva Create

At its first international Canva Create event in Los Angeles today, Canva, the world’s only all-in-one visual communication platform, accelerated its focus on the enterprise, debuting the platform’s biggest overhaul in a decade alongside a range of new workplace products and services poised to redefine the way millions of people work. Lead image: Canva Founders […]

Cashrewards: A Decade Strong!
  • Partner Content

Cashrewards: A Decade Strong!

Cashrewards' CEO muses on the company's 10 year anniversary. Still refusing to answer questions about a possible party.

Partner Content

by B&T Magazine

B&T Magazine
Network 10 Axes Gladiators
  • Media

Network 10 Axes Gladiators

Alas, 10's Gladiators has gone as quickly as it came. Should make for a very wild garage sale, however.