Advertisers slash $476 million from newspapers, online display firing

By By Frank Chung | 25 March 2013
 

Australian advertisers reined in their newspaper spend to the tune of $476 million in 2012, a year-on-year decline of 16%, according to Nielsen.

Metro and regional newspapers accounted for by far the largest reduction in main media spend, down from $2.902 billion in 2011 to $2.426 billion in 2012.

Overall main media advertising spend in calendar year 2012 was down 4% to $9.593 billion, driven by a steady decline in consumer confidence and cuts in the communications, travel and real estate sectors.

See the 22 March edition of AdNews for the full Nielsen Top Media Advertisers special report, available in print and on iPad

Direct mail saw the next biggest decline, down 14% to $257 million, while magazines were down 2% to $941 million. Metro and regional TV, still the biggest advertising channel, saw a modest decline of 1% to $3.952 billion.

On the plus side, online display was up by 16% to $662 million – a $90 million injection – out-of-home was up by 2% to $556 million, radio by 3% to $707 million and cinema by 8% to $92 million.

Nielsen AdEx figures for online display do not currently account for search, social, video or mobile.

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