Ad market reports best November revenue for four years as outdoor and digital keep rising

SMI data standard media indexThe advertising market has reported its strongest November for four years thanks to greater spend in digital, outdoor and radio.

Total revenue of bookings through agencies hit $757m, a rise of almost four per cent, on November last year, according to the latest Standard Media Index (SMI) report. It follows a 3.2 per cent decline in October.

Print saw a familiar decline, with November revenue tumbling more than 12 per cent to $75m. Fairfax dipped 14.7 per cent while News Corp fared slightly better – but still not well – with a fall of 11 per cent.

TV revenue meanwhile fell 0.3 per cent to $352m, largely due to a five per cent drop in subscription TV to $37m.

Of the free to air networks, Ten’s revenue share fell again, from 21.4 to 20.2 per cent while Seven saw a marginal decline to finish the month with 40 per cent of the market. Nine’s share climbed 1.65 points to 39.7 per cent.

Government TV spending in the month grew $8.4m, or 175 per cent, recruitment spent an additional $7.4m, up 776 per cent, and retail forked out an extra $3.7m, a rise of almost 16 per cent.

Outdoor continued its sharp growth with November revenue climbing 37 per cent to more than $89m, fuelled “by large year-over-year expenditure from at least 10 major product categories”, according to the SMI. Outdoor advertising now accounts for 12 per cent of ad revenue booked through agencies.

Digital had growth of 13 per cent to $149m, with radio up seven per cent to $52m. Cinema ad revenue climbed 22 per cent but magazine ad revenue tumbled more than 10 per cent to $27.6m.

Across all channels, Government spending increased 110 per cent, largely because of the Victorian state election.

The SMI said the Australian media market was on track to deliver a “stable result against the highs of 2013”.

“Bookings are now $2.4m ahead of the 2013 result at $6.9b,” the report stated. “The market is also slightly ahead of the equivalent period on a financial year-to-date basis with growth of 0.1 per cent for the past five months.”

Steve Jones 


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