Sports-related ad spend surged 205% during July: SMI
Ad spending by sports-related groups had surged 205% year-on-year in July, thanks to the presence of the Women’s World Cup for the final third of the month, according to SMI data.
SMI’s AuNZ managing director Jane Ractliffe said most of the extra sports revenue was directed to outdoor media, as the medium witnessed a 19.7% surge in spend during this month.
However, the tournament also made an impact on other categories.
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“The fastest growing media sector in July was video sites – which includes ad spend for all the TV streaming services – and we saw the value of its ad revenues shoot up by 58.6% in July, mostly due to huge increases in demand for those streaming services focused on sport,’’ she said.
Cinema was again an out-performer with an 18.9% increase, which SMI attributed in part to the Barbie and Oppenheimer blockbusters.
Other media sectors reporting good results against last year’s record numbers include metropolitan press (up 2.3%) and metropolitan radio (flat, down $1,000 year-on-year).
“The market is continuing to show strong resilience given the record level of ad spend in the market in July 2022. That result was driven by the huge increase in Government bookings and with that removed the underlying market is reporting growth of 0.5%,” Ractliffe said.
This month, Government ad spend fell by 40.6% and the largest category of retail reported a 10.6% fall in media investment.
That was partly offset by healthy increases from the automotive brand market (up 16.5%) and toiletries/cosmetics (up 33.7%).
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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