The advertising market dropped 1.4% in 2011 to $13.5 billion, but the decline was not as bad as years gone by, according to the Commercial Economic Advisory Service of Australia (CEASA).
CEASA figures showed a 2.6% drop in total television, a 9.2% drop in metropolitan and national daily newspapers, an 8.4% decline in magazines, and a 20.8% fall for cinema.
It was not all bad news. Total online saw a 17.5% boost, outdoor jumped 3.4% and total radio saw a 0.7% increase.
CEASA chief executive Bernard Holt said the decline in the market was not as bad as previous drops.
“By comparison with past experience a 1.4% decrease in total advertising revenue is not big,” Holt said.
“The year ended December 1990 was the first decline ever, as measured by our series which began in 1960. 1990 went down 2%. In 1991 the total was down 6%. 2001 was down 6.9% and 2009 down 8%. The year 2010 bounced back with an increase of 7.4%.”
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