Radio and out-of-home drive July ad spend, offsetting digital and TV falls, says SMI
Australian media spending edged 0.5% higher in July to $542.3m, driven by radio and outdoor advertising, reports the Standard Media Index.
Driving the higher figures over the same period last year were spending on radio and out of home, while TV and digital dipped 0.5% and 0.3% respectively in the month’s survey which included Cummins & Partners and Atomic 212 for the first time.
SMI’s Jane Ratcliffe: “there’s large changes in share allocations from categories that are having a big influence on which media deliver growth each month”
I have always been a strong believer in the power of radio, a medium to which I have been devoted since 1968. Like some other media, radio has suffered from over corporatism and enthusiastic business degree inputs, but it still manages to hold its head high in a changing advertising world.
All theatre requires a careful balance of financial and artistic control, Radio has lost too much of its core artistic power in recent years.
This article makes some excellent points and delivers encouraging information, but Ms Ratcliffe should know that if there is an effect from two or more changes in share allocations from categories that are having a big influence on which media deliver growth, then There ARE large changes……