Government spending drives media bookings uplift

Arvind Hickman
By Arvind Hickman | 16 May 2016

Government spending ahead of the election has helped media agency bookings grow in April year-on-year, according to the SMI.

Media bookings in the government category increased 20.9% to $31.5 million and bookings in the the category that includes industry groups and unions surged 24.9% to $14.7 million yoy.

Outdoor advertising led the charge with strong 5.9% growth to $56.6 million, while television (up 0.4% to $236.7 million) and radio (up 0.2% to $40.1 million) posted modest gains.

On the decline were newspapers (down 12.8%), magazines ( down 16%) and cinema (down 22.2%).

At the time of publish, digital was down 4.9%, but SMI Australia and New Zealand managing director Jane Schulze says when late bookings are finally accounted, the channel will also report a rise.

While overall ad spend is down 2.3% to $510.8 million, once all bookings are accounted for April is expected to end in positive territory.

”Australia’s advertising market has rebounded from a difficult month in March, which was largely affected by one-off timing issues,” she says.

“And we can see that confidence has certainly returned to most media this month, while the overall market will show a good amount of growth once late Digital bookings are included in today’s figures.”


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