SMI Data: Ad Spend Surge Takes A Break In May, As Bookings Down 0.3%

SMI Data: Ad Spend Surge Takes A Break In May, As Bookings Down 0.3%
SHARE
THIS



Australia’s media agency market took a breather in May, reporting essentially flat ad spend in a market devoid of major sporting or other events, with total bookings dipping 0.3 per cent to $623.9 million.

And while the market achieved record ad spend in April, it faced a tougher benchmark this month given the huge growth in Government spending seen in the lead up to the 2016 Federal election which saw total bookings reach $642.4 million in May that year.

Screen Shot 2018-07-03 at 8.44.23 am

Also the market lacked any impetus this May from one-off events, with the NRL State of Origin series falling entirely in June this year while one match was played in May last year. Despite that, the Metropolitan TV market grew Agency bookings by 0.5 per cent this month.

But the strongest growth in May came from the major media of radio (+10.9 per cent ex audio websites) and cinema (+16.9 per cent). But the data is also notable for the continuing improvement of the newspaper media, with total bookings down only 5.2 per cent, while the regional press market grew 6.7 per cent YOY and the community press sector by 7.6 per cent in May.

“All year we’ve been seeing positive signs emerging from the newspaper media with the community newspaper sector, for example, also attracting higher agency demand in January (+3.4 per cent YOY) and February (+5.9 per cent YOY),’’ according to SMI’s AU/NZ managing director Jane Ractliffe.

“Similarly, agencies are also rediscovering regional press with bookings in March jumping 12 per cent and the total for the first five months of this calendar year back only one per cent. And of course these figures all exclude ad spend to their related Digital websites.”

Meantime, agency spending to the digital media slowed in May with the total up a lesser 2.8 per cent, with the SMI data also highlighting the diverging fortunes of various digital media.

For example, agency bookings to the search and social media sectors continued to grow rapidly with their total ad spend up 12.8 per cent and 13 per cent respectively this month. But as programmatic bookings continue to rise (+15.3 per cent in May) the amounts spent directly with digital publishers continues to fall and this month was down 19 per cent YOY.

And SMI’s digital ad format data also highlights the difficulties faced by digital publishers reliant on pure display advertising as that market has fallen by 8.8 per cent this month and is the only digital format for which SMI is reporting lower bookings.

And in another data development, SMI has this month published the first ad spend for native digital advertising.

Meantime, total ad spend so far this calendar year is up 5.1 per cent at a record $2.89 billion, and for the financial year it’s up 3.7 per cent at another record of $6.68 billion.

Please login with linkedin to comment

Jane Ractliffe SMI Data

Latest News

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]