SMI Data: Lower Government Spend Stings Agencies

SMI Data: Lower Government Spend Stings Agencies
SHARE
THIS



Australia’s media Agency market has hit a tough comparative hurdle from last year’s record February, with total bookings for February 2017 so far back 13 per cent at $467.7 million as timing issues and lower Government ad spend hurt the market.

Last February was a leap year and as such was longer, featuring an extra Monday, Saturday and Sunday compared to this month. And that especially affected the print media this month as the industry produced fewer editions. Meantime, Radio was also affected by the one less Monday as this month’s data now features fewer Agency payments made on a week-commencing basis.

Screen Shot 2017-03-16 at 9.38.04 am

But all major media are so far reporting lower bookings this month, although digital’s interim decline of 19 per cent will revert to a flat or slightly positive result once late digital bookings are included at the end of the month.

SMI AU/NZ managing director Jane Schulze said SMI’s Product Category data showed the softer demand was widespread with the majority of large categories reporting double digit declines in advertising expenditure in February 2017.

One of those categories is Government, which grew rapidly in the lead up to last year’s Federal Election, but is now reporting a $6 million decline in bookings (-26.2 per cent) to $16.9 million.

:Australia’s Agency market will increasingly face tougher comparative periods as we move closer to the one year anniversary of the Federal election last July, and then the Rio Olympics in August,’’ she said.

“However, March 2016 experienced a similar level of demand as we’ve seen for February 2017 so hopefully that may make March an easier month from a comparative standpoint.’’

And for a longer term perspective, when late digital bookings are included for the February data the total agency market will be flat over the financial year-to-date period with the total now back only 0.7 per cent for this period at $4.65 billion.

 

Please login with linkedin to comment

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.