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Australia’s ad market is ‘uncertain and volatile, return to ‘slight growth’ expected in 2013

Australia’s advertising market is “uncertain and volatile” with print and television under continued pressure and only 0.7% growth expected for next year, according to ZenithOptimedia’s global adspend forecasts.

This compares to 4.6% growth expected for the global ad market next year, led by emerging markets and digital media.

Key advertising categories in decline in Australia currently are finance, toiletries/cosmetics and food. Automotive, pharmaceutical and alcoholic beverages are helping to uphold a “flattish” result overall now, the media agency said.

Consumer spending continues to be a worry. “While there was a boost in the March quarter, this was largely  attributable to government subsidies provided in advance of the carbon tax. The June quarter consumer spending figures have shown a return to a weaker level,” reads the report, released today.

The report noted that while Australia’s economy continues to outperform the global economy, a cooling of the mining sector and falling commodity prices are key challenges ahead.

The agency concluded: “Early indicators of adspend in 2013 suggest that there will be a return to slight growth.”

Australia’s advertising growth – 2000 to 2014 (forecast)

Source: ZenithOptimedia

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