November ad spending figures from SMI were the key talking point yesterday in the industry, with the total advertising market down 6.5% and metro TV falling 13%.
The figures are masked somewhat by a booming market in November 2010 and TV executives, particularly, are saying December will show an improvement.
“December feels a lot better,” said one network executive. “The market will still be negative but in low single digits, not the double digit declines we saw last month. Metro TV will probably come in with a 3-5% decline on last year in December.”
Seven Network, however, will be elated – it pulled another record share result from agencies last month, taking 41.6% of metro TV dollars. Network Ten, meanwhile, hit a new low with a 25.8% share. Nine recorded a 34% share.
More broadly, regional media appears far more robust, a surprising result given SMI data only accounts for media agency spending, which typically has a bias for metro media. Regional TV was back 1.1% and regional radio was up 1.7% - metro radio was down 12.9%.
Subscription TV was up 1.7% and digital media was again on the rise, up 16.3%. overall. Online display advertising remained strong with a 12.5% rise on the same period last year while search lifted 24.2%.
Newspapers overall were down 8.9% but national mastheads took a heavy hit, falling 21.5% in November. Outdoor was line ball.
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