SMI Data: Ad Spends Flat In January But It’s Good News For OOH & Radio

SMI Data: Ad Spends Flat In January But It’s Good News For OOH & Radio
SHARE
THIS



Media land looks set to deliver a stable start to 2017 with total agency bookings for January 2017 so far back 6.2 per cent at $417.7 million, but the market should deliver a flat result once late digital bookings arrive at month end, according to the latest SMI data.

The result is especially strong given last January’s figures were a record January result and given that two of the market’s largest categories – automotive brand and auto services – reduced bookings by seven per cent and 24 per cent respectively in the latest year-on-year period.

Screen Shot 2017-02-16 at 9.32.08 am

Despite that, already the OOH and radio media are reporting higher spend (up 10.9 per cent and 1.1 per cent) and the regional TV market has delivered its fourth consecutive month of growth (this time up 3.4 per cent from January 2016).

Also on the positive side, the strongest performing product categories for the month are movies/cinema/theme Parks (ad spend growth of 31 per cent YOY), the retail sector ( up 10 per cent) and then technology (up 28 per cent).

And for a longer term perspective, the full agency market is now flat with bookings down only $1.9 million to $4.15 billion.

SMI AU/NZ MD Jane Schulze said Retail advertisers have been delivering consistently higher media investment over the past three months, and as a result this category has now overtaken auto Brand as the market’s largest for this period.

“The Retail category (supermarkets, department stores, discount stores, chemists and office/hardware stores) has grown bookings 17 per cent in the three months to the end of January to $193.3 million while at the same time the auto brand category has reduced bookings 7.3 per cent to $156.5 million,’’ she said.

“All of the major media have benefited from retail’s growth, but the largest beneficiaries have been TV (Retail spend +15.9 per cent) and digital (up 27.8 per cent). And SMI’s digital sub category data shows most of the growth comes from supermarkets.’’

Also this month, SMI has unveiled new digital sub categories for the automotive brand and pharmaceutical categories. Auto brand now splits into micro/small cars, medium/large cars, SUVs light commercial, heavy commercial and auto brand/sponsorship. And pharmaceuticals split into analgesics, skin/respiratory, supplements/vitamins, other pharma products and pharma brand/sponsorship. Ad spend for each of these is available for all digital sectors, ad formats and website genres.

Please login with linkedin to comment

Advertising Standards Bureau Jane Schulze SMI Data

Latest News

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.