Australia’s media agency market is finally emerging from the COVID crisis, with the latest SMI data showing the market back just 4.8 per cent in October and the forward bookings detail confirming November and December ad demand is well above where it was at the same time last year.
The October market was boosted by the move of the AFL and NRL finals and Grand Finals into the month which resulted in a 12.7 per cent increase in TV bookings, with Metropolitan TV ad spend up 15.7 per cent year-on-year.
Digital bookings were stable in the month (-0.4 per cent) mostly due to soaring advertising demand for social media sites (+45.5 per cent in October) with each of Facebook, Snapchat, TikTok, Pinterest, Twitter and LinkedIn all reporting growth of a minimum 34 per cent compared to October 2019.
And SMI AU/NZ managing sirector Jane Ractliffe said the stronger market demand was continuing, with early November data showing the market so far back seven per cent with a week’s trading still to come.
“The October SMI data has confirmed the ad market is well and truly leaving the COVID crisis behind, while future demand is also quickly accelerating in both November and December,’’ she said.
“Our Forward Pacings data – which compares the current level of confirmed future ad spend to that at the same time last year – shows November advertising demand is already ten percentage points ahead of where it was in November 2019 and for December the level of confirmed ad demand is now 12 percentage points higher, and that increase in demand is the highest ever seen.”
However, the TV market in November is affected by a few timing issues which aided its early 14.2 per cent increase in ad spend with the month featuring three highly competitive State of Origin matches that were broadcast in June/July last year. But there was also no cricket broadcast this November but it featured last year.
“The early signs for November are very encouraging and show the market is now on the cusp of returning to growth as there was a week’s trading still to occur when that early November data was collected. So we maybe reporting our first month of growth in more than two years next month,’’ Ractliffe said.
Other interesting trends emerging in the October data include an ongoing decline in Programmatic ad spend, with premium Content Sites regaining the position of the third largest Digital sector in October, reversing many years of erosion by Programmatic ad spend.
The Pure Play Video Sites sector (which includes sites such as YouTube and the TV Streaming sites) also reported good growth in October ad spend (+15.5 per cent) and within the traditional media Regional TV (+8 per cent) and Regional Radio (-2.7 per cent) were the strongest performers.
Among the key categories, the largest gain this month was from the food/produce/dairy category (+42 per cent) but COVID continues to affect other key verticals with travel ad spend back 76 per cent and the movies/cinema/theme park spend was back 87 per cent year-on-year.
Please login with linkedin to commentSMI Data
Agency, BMF has appointed Lucy Kough, aiming to strengthen creative leadership by the hire. With more than 20 years of experience, Kough has worked in roles across direct, brand, media, digital, experiential, regional, CRM in creative agencies including Ensemble Australia, Enigma Agency and Archibald/Williams. Kough has delivered work across a diverse range of brands such […]
Dubai Tourism has enlisted some serious A-list clout and added some serious violence in a new, out-of-character campaign to attract visitors to the Gulf State. The work of London agency Mother, the campaign’s called “A Five-Star Mission” and stars none other than the way-too-attractive duo of Jessica Alba and frequent Byron Bay visitor, Zac Efron. […]
This month Vevo is celebrating 40 years of music videos – a medium that has become a cultural touchstone for anyone with ears and eyes. MTV premiered exactly forty years ago this month and changed music forever, offering a visual music medium and music lovers and advertisers have never looked back. To celebrate such a […]
Nova’s Live & Unrestricted, hosted by Tim Blackwell and Kate Ritchie, will aim to provide listeners with an escape from restrictions, dropping every Saturday morning in August on the Nova Network. Following the overwhelming response to Nova’s Kate, Tim & Joel Live in Lockdown, a one-off special to keep up the spirits of listeners locked down in […]
Every city has a suburb forever laden with the epithet “where the IKEA is”. For Sydney-siders, it’s Tempe (“you know, where the IKEA is”) and in Majorca, Spain, it’s Poligno de Son Malferit (“where the IKEA is”). Granted, it still sounds much more exotic than ‘Tempe’. So, when a branch of KFC opened up in […]
WPP has revealed its revenues have returned to pre-COVID levels a year earlier than the world’s biggest advertising group had expected after a resurgence in global marketing expenditure fuelled by digital media. Releasing its half-year update overnight, London head office announced first-half revenues of £6.1 billion ($A11.4 billion), a year-on-year increase of 16 per cent […]
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]