Australia’s advertising market has stepped up its strong COVID recovery by creating history in June after delivering the largest month of ad spend ever recorded in a first half period in SMI history, with the feat also ensuring the market total was above the pre-COVID levels of June 2019.
Total bookings soared 44.3 per cent year-on-year in June to $754 million and all major media benefited from the market surge and the Digital media reported a record June result.
SMI AU/NZ managing director Jane Ractliffe said SMI has never seen the level of ad spend achieved in June 2021 for any month in the January to June period since the collection of ad payment data began in 2009.
“It’s simply an incredible accomplishment to have achieved such a level of ad spend when the market is still in recovery mode. Who would have even thought this could be possible a year ago?’’ she said.
“And what’s even better is that strong market figures like these provides certainty that this advertising recovery is sustainable despite the uncertainties we now are learning to live with in this new COVID world.’’
Ractliffe said SMI’s Forward Pacings data also underscored the stronger level of continuing demand with the value of contracted August ad spend now 83 per cent of last year’s total, up from 44 per cent in the interim June report. Similarly, the value of September bookings has lifted to 38 per cent of last year’s total from 29 per cent two weeks ago.
Ad demand for July is also already strongly in positive territory, although that’s also being driven in large part by the Tokyo Olympics broadcast.
Ractliffe said the huge June result was the third consecutive month in which ad spend recorded year -on-year growth of more than 40 per cent, and as a result June quarter bookings were now up an astonishing 53 per cent on the same quarter a year ago.
“Given the despair felt across the industry last year when the market simply crashed in the June quarter as the full brunt of the COVID crisis was felt, it’s quite phenomenal that a year later we can see total bookings for the quarter are just $9 million (or -0.4 per cent) below the last `normal’ pre-COVID equivalent quarter in June 2019,’’ she said.
And for the first six months of the year Australian national marketer ad spend has grown 25 per cent above the same time last year, with TV bookings also up 25 per cent (and just $44 million shy of the 2019 total), outdoor spend up 22.2 per cent and radio demand lifted 20.2 per cent.
This stronger six month period also pulled the financial year results into positive territory with the total up 7.1 per cent (representing just over $500 million) from the year-ago period.
“It’s obviously been an incredibly challenging financial year for all media, with SMI showing the total market back by 6.4 per cent in the first half of the year (July to December) but then the market switched into recovery mode as demand soared and the value of bookings jumped 25 per cent,’’ she said.
“The SMI data highlights the size of the swing back to growth with ad spend falling more than $250 million in the first half of the financial year, but then jumping by more than $750 million in the following six months.’’
And the following chart shows how close current advertising demand is when compared to the pre-COVID 2018/19 period, with ad demand for the last three quarters virtually in line with that seen two years ago.
Please login with linkedin to commentSMI Data
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]