‘Probably going to spend at least as much as it gets’: What the federal budget means for the media & marketing industry

With the government set to announce the federal budget next week, what will it mean for the media and marketing industry?

Speaking on the latest episode of the Mumbrellacast, Mumbrella publisher Adam Lang said: “I think it’s going to be difficult for the budget not to be expansionary, meaning the government’s probably going to spend at least as much as it gets”.

Lang said due to the current cost-of-living crisis, as well as the recent announcement of nearly a billion in funding to combat gender-based violence, he expects the government to spend taxation revenue.

“You just can’t make a salient argument to drop spending in those areas,” he said.

Adding to this, given that Australia is counting down to the next federal election, Lang said it should not be surprising to see big investment go toward government awareness campaigns in the media, particularly with stage three cuts coming from July.

“Do people know enough about them? Are they ready for them? Because it is good news and they need to be financially prepared for that,” Lang added.

It comes after Nine’s CEO Mike Sneesby spoke at the Macquarie conference this week, where he touted the “inherent value” of Nine’s business, which puts premium content at its core.

Listen to the full podcast here.


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