Ad market drops but nothing major: CEASA

By By David Blight | 17 September 2012

Total media advertising revenue dropped 0.4% year-on-year in the first half of 2012, but CEASA chief Bernard Holt said the drop isn't anything to worry about.

The total market fell to $6.7 billion in the period, according to Commercial Economic Advisory Service of Australia (CEASA).

Newspapers fell 11.5%, magazines dropped 26% and metro free-to-air television fell 3.5%.

On the up side, online jumped 29.8%, regional TV increased 0.6%, subscription TV jumped 17.3% and outdoor increased 2.9%.

CEASA chief Bernard Holt said: "By comparison with past experience a 0.4% decrease in total advertising revenue is not big. The year ended December 1990 was the first decline ever as measured by our series which began in 1960. 1990 went down by 2%. In 1991 the total was down 6%. In 2001 it was down 6.9% and 2009 down 8%. The year 2010 bounced back with an increase of 8.7%.

“Our records show that from 1960 to 1990 media advertising revenue in Australia showed a constant increase year on year. From 1990 media advertising revenue began to show a boom and bust cycle, and the cycle was not uniform. It also featured sharp ups and downs. In most cases recovery was strong.

“Although print media were hit very hard over the first six months of the year managements have already signaled decisive action to correct the situation."

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