SMI: Mags & Newspapers Ad Bookings Drop, Digital, Cinema, Outdoor See Massive Boost

SMI: Mags & Newspapers Ad Bookings Drop, Digital, Cinema, Outdoor See Massive Boost
B&T Magazine
By B&T Magazine



Magazines and newspapers dropped in ad bookings for 2015, seeing double digit declines down 14.5 per cent and 16.4 per cent respectively, according to the December data from the SMI (Standard Media Index), looking at the full calendar year.

However it wasn’t dreary results for all industries, as cinema ad bookings took a massive surge for the 2015 calendar year, jumping 37.2 per cent.

‘Other’ also increased 25.9 per cent, followed by digital (20.3 per cent), outdoor (16.2 per cent), radio (7.8 per cent) and TV (0.2 per cent).

Despite TV only increasingly very slightly last year, and dropping in a couple of markets, it still remains the dominant medium for ad bookings.

The data shows TV still makes up 40 per cent of the ad booking market. Digital was the second biggest with 24 per cent, followed by outdoor which was at 12 per cent. The fourth biggest is papers at 10 per cent, then radio at eight per cent and magazines at two per cent.

Looking at the year as a whole, media agency bookings stormed ahead this calendar year to give a boost of 4.5 per cent up from the previous year. This meant the advertiser spend jumped up $338.6 million to bring the total up to $7.924 billion.

The automotive industry was one of the main industries helping along ad bookings, with a growth of $36.9 million. Food/produce/dairy was in second place with an increase of $19.4 million, followed by speciality retail at $17.8 million.

Not helping matters in the ad booking space was government advertising, which dropped $20.8 million this past year, followed by domestic banks decreasing $11.9 million and other financial services at $8.4 million.




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