Carat calls boomtime for Australian media spend
Carat has drastically improved its outlook for the Australian media market for 2010 and 2011.
The Aegis-owned global media buying agency had back in March predicted growth of 2.3% in Australia during 2010. It has now upped that prediction to 7.5%. And Carat has increased its prediction of media spend in Australia in 2011 from 3.2% growth to 5.8%.
The optimistic outlook for Australian media spend comes as Aegis seeks to purchase the Mitchell Communication Group, Australia’s biggest media buyer.
According to the Carat forecast, media spend will see global growth of 3.9% in 2010 and 4.7% in 2011.
However, growth remains relatively sluggish in the UK and US, with Carat calling growth of just over 1% for the USA over the next couple of years, following a fall of more than 14%. And for the UK, it says that growth will be 3.5% this year after a fall of 12% in 2009.
Source: Carat
Globally, Carat predicts that the global share of media spend will shift towards online and television at the expense of newspapers and magazines.
Source: Carat
The Carat report added:
“The Australian advertising market recovered in late 2009 and into 2010, boosted by a number of significant sporting and political events. In 2010 and 2011, the two biggest areas of growth, in terms of media, are expected to be digital and outdoor.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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topics
Aegis
Carat
digital
magazines
Media
media buying
Mitchell Communication Group
newspapers
outdoor
television
