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Home » Research » ‘Outdoor outperforms print, TV in CY2017 the Down Under’
‘Outdoor outperforms print, TV in CY2017 the Down Under’

By M4G Bureau - January 18, 2018

The biggest winner from media agency bookings across SMI’s categories in 2017 was ‘Digital (unaligned to traditional media)’, which grew by 12.3%. Outdoor also climbed by 7.3%.

Advertising intelligence company The Standard Media Index (SMI) that bases its findings on invoicing and booking data obtained from media companies reveals that CY2017 saw a significant dip in print media ad bookings in Australia-New Zealand markets, with media agency spend falling 22.3% across newspapers and 20.8% for magazines.

A Mumbrella report that refers to the SMI data states that even with the addition of the outlets’ digital offerings, newspapers were still down 20.7%, after a 16.9% decline across their digital revenues. Magazines were down 17.7%, once a slight 0.4% increase in digital bookings was factored into the equation. The digital bookings do not include programmatic advertising.

The interim digital booking figures also indicate newspapers’ digital properties have suffered a 16.9% decline. Overall, newspapers were subjected to a 26.6% decline in ad spend in December.

The results for magazines are even worse than those released at the end of 2016, when spend across print fell 6.6% compared to the 2015 calendar year. In 2016, print newspapers suffered a 24.0% decline compared to the year prior.

Traditional television largely avoided the bloodbath, suffering a minor decline of 0.7% across the 2017 calendar year. Television’s digital offerings, excluding programmatic, climbed by 3.4%. Television as a total category declined by 0.6% in 2017.

                                 
The biggest winner from media agency bookings across SMI’s categories in 2017 was ‘Digital (unaligned to traditional media)’, which grew by 12.3%. Outdoor also climbed by 7.3%.

Traditional radio climbed by 2.3% and digital radio was up by 29.6%. Due to the small amounts still being spent on digital radio however, radio’s overall climb as a category was limited to 3.3%. Cinema ad bookings grew by 2.8% across 2017.

With the figures added together, media agency ad spend climbed by 0.7% in 2017 compared to the year prior – taking the total to $7.11 billion.

The biggest winner from media agency bookings across SMI’s categories in 2017 was ‘Digital (unaligned to traditional media)’, which grew by 12.3%. Outdoor also climbed by 7.3%.

Traditional radio climbed by 2.3% and digital radio was up by 29.6%. Due to the small amounts still being spent on digital radio however, radio’s overall climb as a category was limited to 3.3%. Cinema ad bookings grew by 2.8% across 2017.

With the figures added together, media agency ad spend climbed by 0.7% in 2017 compared to the year prior – taking the total to $7.11 billion.

 

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