Australia’s media market has reported a 6.8 per cent decline in ad expenditure in April to $501.9 million, primarily due to the Easter holiday period falling in the month and lower Government ad spend compared to last year’s pre-Election highs.
Late digital bookings are expected to reduce the level of decline when added at the end of the month, but for now the interim digital result is showing a decline of 9.5 per cent. For the calendar year-to-date period aigital ad spend is now 1.9 per cent ahead of the previous calendar year period.
But so far this month it’s the outdoor media that’s reporting the best growth, with total agency bookings up 5.5 per cent to a record April level of $63 million.
Radio also grew by the same amount (up 5.5 per cent) to a record April result of $43.4 million. And the smallest media of cinema recorded the highest percentage growth for the month (up 32.9 per cent).
SMI AU/NZ managing director Jane Schulze said it was inevitable the market would fall in April 2017 given there was no Easter period in April 2016.
“Timing issues are hugely significant when comparing like-for-like data, and the occurrence of Easter is always a key issue,’’ she said.
“However, SMI’s longer-term data shows the market remains very stable, with ad spend over the calendar year essentially flat, at -0.6 per cent, and actually higher over the financial year-to-date period. Indeed, in that eight month period the ad market is at a record high, up 0.4 per cent.’’
Agency demand in April 2017 was also dented by a large decline in government category ad spend from last year’s federal election-inspired highs with the total back 26.7 per cent this month.
However, the largest dollar decline was actually recorded by the food/produce/dairy category, where ad spend fell $9.1 million from April 2016, with the media of TV, outdoor and digital most affected.
And for digital media, this month SMI launched four new food/produce/dairy sub categories to provide even more insight into the areas most reducing digital spend. Similarly, for the first time this month SMI’s in home entertainment category has been split to show ad spend for home entertainment (film), home entertainment (TV), gaming, music and books.
Among the major Product Categories, the strongest demand in April came from the Retail market where ad spend has already grown 25.3% to $45.8 million. And the largest category of Automotive Brand also maintained its strong growth with total bookings lifting 5.4% YOY.
SMI AU April 2017 Data.
|April 2017||% Change YOY|
|Television (excluding Digital)||-6.6%|
|Digital (interim result)||-9.0%|
|Newspapers (excluding Digital and late bookings)||-26.3%|
|Radio (excluding Digital)||+5.5%|
|Magazines (excluding Digital)||-21.2%|
Please login with linkedin to commentSMI Data
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]
9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]
Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]
Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]