Aussie media should brace for a stagnant 2010, warns Carat
Australian advertising spend will finish further behind than previously predicted in 2009, and won’t grow in 2010 either, media agency Carat has warned.
After growth of 3.7% last year, Carat predicts that by the end of 2009, Australian adspend will have fallen by 6.5% – a much more pessimistic figure than its previous prediction of a fall of 1.9%.
And it says that there will be zero growth in 2010, rather than the growth of 1.8% it had previously predicted.
If Carat’s predictions prove to be true, it will see the Australian media potentially facing a tougher time than their counterparts in other parts of the world. The Aegis-owned agency is predicting that next year global media spend will grow by a modest 1%, following a drop of 9.8% this year.
This year, says Carat, online will be the only medium to have seen growth – up about 1% globally. Newspapers and magazines will have seen the biggest declines. It predicts that those declines will continue into 2010, while online will start to grow more strongly again.
Carat says that by the end of this year, online’s global advertising share will have reached 10% for the first time.
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Well, if it is stagnant, that Lee Stephens bloke can always keep himself busy changing the management around again. That is what he seems to like doing every 10 mins or so.
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It takes a real genius to forecast ad spend for 12 months to Dec when were 9 months through the year and bookings done for 10 months +
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Pity they don’t break it down between traditional and digital media spend. From where I’m sitting, digital is turbo charging with no end in sight
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Gezza, get your grammar right and then your comment might have just a bit of gravitas……………um, no, not even then.
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Audi drops Sky TV channel to focus on video content site…
Audi has axed its groundbreaking Sky TV channel to focus exclusively on distributing video content online.
The car manufacturer has scrapped the four-year-old broadcast channel, estimated to cost it £250,000 a year before production costs, in favour of distributing its content on the web.
Audi plans to increase the amount of video content it produces for its Audi TV site and social media sites, managed by creative agency BBH.
http://www.nma.co.uk/news/audi.....icle?nl=WN
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Hi guys,
This is a global release and the north european economies weigh heavily on the overall mood of the analysts in this report. I hope the Australian media landscape can do better the zero growth. The issue is the uncertainty of some print and mag titles. They can still impact what is otherwise a good picture for other segments.
And HR, it sounds like you are looking for a job. Call me anytime. 😉
Lee.
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