Agency bosses disagree on 2012 media market forecasts
Media agency bosses are differing notably in their predictions for how the Australian media market will fare this year – with forecasts ranging from 0.8% to 5% growth.
Johns
The more cautious of four agency bosses Mumbrella spoke to is Ikon Communications CEO Dan Johns, who reckons that the year ahead “is looking flat”.
“There is a lot of caution because of nervous consumers,” he said, predicting that the market will grow by just 0.8% in 2012. “And that might be enthusiastic.”
Hack
PHD managing director Toby Hack is more bullish. “The Olympics will bring a lot of consumer confidence, so advertisers will be looking to make the most of increased opportunities,” he said. “Consumer engagement will be high.”
Hack predicts the market will grow by 5%.
Gaines
Maxus boss David Gaines is similarly optimistic. He said the “hangover” year of 2011 will be succeeded by a year of “clarity and positivity”.
“Europe still keeps everyone slightly hesitant financially. But there seems to be a real enthusiasm for what needs to be done and how to do it,” he said.
Gaines forecasts 3.5% growth. “This figure is relatively low due to what we see being a weak first quarter. Obviously the chance of an early election and that big sporting event will boost the second half.”
Preston
Match boss John Preston predicts just 1-2% market growth.
“Next year will be patchy – if you take out the two weeks of the Olympics and all the hype surrounding that,” he said.
“I’d be happy to be proven wrong, but clients will maintain a cautious outlook for this year.”
Just proves its a total guessing game! Hmm I reckon …
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I agree with flat.
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I’m surprised you can’t bet on this. You can bet on everything else!
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Unfortunately Australia is affected by the global market…. my money is on Johns.
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Ann I disagree with flat…we are only back this week and already we are ‘flat out’ fielding calls from media agencies looking to hire staff – Sydney & Brisbane. I’m feeling far more positive than negative.
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