SMI Data: September Ad Spends Down As Footy Finals Shift To October

SMI Data: September Ad Spends Down As Footy Finals Shift To October
SHARE
THIS



The COVID-driven move of key sports events out of September resulted in an abnormal decline in Australian media agency ad spend in the month, but has also boosted early October advertising demand with bookings already the strongest since COVID began.

The move of the AFL and NRL final series and Grand Finals into October was the main reason for a 19.5 per cent fall in television ad spend in September, with the digital media emerging as the best performing for the month with ad spend back just 2.7 per cent.

Digital’s growth is being driven by a continuing increase in ad spend to all forms of social media, with SMI’s Social Media sector data reporting growth of 47.8 per cent in September and 28.9 per cent for the September quarter as companies such as Facebook, Snapchat, Twitter and LinkedIn all delivering large increases in ad spend.

But most importantly, SMI’s early October data shows the shift of the sporting-related ad spend into that month, with TV bookings already up 8.8 per cent, which has in turn ensured early October market bookings being back just 14 per cent.

And SMI AU/NZ managing director Jane Ractliffe said the trend was continuing, with confirmed November bookings strengthening by almost three percentage points in the past two weeks to be 7.6 percentage points ahead of the same time last year.

“SMI’s Forward Booking data shows advertising demand for November returning to pre-COVID levels with more than 60 per cent of the value of last November’s total ad spend already confirmed before the month’s trading has even begun,’’ she said.

“And television looks set to report another growth month in November given 90 per cent of the value of last November’s total bookings have already been paid for. And across the market we can see other media poised to also do well as key categories such as Food/Produce/Dairy, Technology, Gambling and Household Supplies are already reporting higher year-on-year media investment in November.’’

As for the September results, Ractliffe said there were also other significant timing issues affecting the market with the Rugby World Cup broadcast in September last year and an extra Monday last September which especially affects Radio given the increased level of week commencing bookings included in the September 2019 result.

The improvement in the Australian market mirrors that seen in other global advertising markets, with SMI reporting an 22.3 per cent fall in NZ ad demand in September (that market was especially affected by the spike in ad spend for last year’s RWC) but in New Zealand the early October figures show the market only back 11 per cent.

But in markets unaffected by movements in sports events we can see a clearer improvement in ad spend, with the value of US ad spend back just 2.7 per cent in September (although Digital bookings lifted eight per cent) and Canadian ad spend was back just 5.7 per cent (with TV bookings growing 2.5 per cent).

However, the impact of the COVID pandemic will be seen in the longer term SMI figures, with the September quarter decline hitting 22.4 per cent and the decline in ad spend over the past nine months is now at 23.4 per cent.

Please login with linkedin to comment

SMI Data

Latest News

TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director
  • Technology

TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director

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 Newly Created Role
  • Media

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role

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.   

Customer Messaging Platform Podium Launches In Australia
  • Technology

Customer Messaging Platform Podium Launches In Australia

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 […]

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering
  • Advertising
  • Marketing
  • Media

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering

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 […]

by B&T Magazine

B&T Magazine
THE EDGE Welcomes New General Manager Emily Copeland
  • Media

THE EDGE Welcomes New General Manager Emily Copeland

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 […]

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique
  • Marketing

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique

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: […]

by B&T Magazine

B&T Magazine
Cities connected with lines on a blue globe.
  • Technology

Blis Unveils New Interactive Dashboard That Tracks Consumer Movement In Australia

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 […]

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast
  • Media

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast

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, […]

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction
  • Marketing

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction

World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]

Patrick Rutkowski Joins Banter
  • Marketing

Patrick Rutkowski Joins Banter

Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]