The advertising market fell another 4.8% in January according to the Standard Media Index (SMI) but the TV market saw a 4% increase with subscription TV posting a 9.2% rise. Digital was up 14.1%.
TV's 4% increase and digital's gain helped buffer the market against the losses in the other sectors. The out-of-home market fell by 23.3%, magazines by 24.5% and newspapers by 21.1%.
The increases in the TV sector were across both metro and regional markets with growth rates of 3.3% and 3.6% respectively. Subscription TV posted a 9.2% growth.
Seven claimed a share of 45.28%, up 1.42 points year-on-year and reported a 6.5% growth. Seven's share is the second highest in the history of SMI, except for the period of the Beijing Olympics in 2008.
Seven chief sales and digital officer Kurt Burnette told AdNews: “Records don’t mean much to advertisers but the second highest share in SMI’s history is a pretty amazing reflection of the advertising support for Seven and a great sales team.”
Nine recorded a 5.5% growth with a share of 34.37% share. Ten's woes continued as its bookings declined 6.6%. Its share now sits at 20.35%.
One media executive, who declined to be named, said: “While the market is down, it's a pretty good result for the TV market. This quarter is playing out flat or down, probably down. But we’ll see a strong lift in the June quarter.”
The digital sector continued it double-digit upward trajectory with a 14.1% growth. Fairfax Media saw a 5.7% increase in agency bookings but rival News Limited declined by 12.8%. Mi9 was hard hit with a 14.2% decline while Yahoo!7 posted a decrease of 2.4%. MCN's Telstra properties dropped 23%.
The newspaper market declined 21.1% but that was partially due to one less Sunday in the reporting period compared to same time last year. Sunday newspapers are historically the biggest single revenue carriers of the week.
In magazines, Bauer posted the largest decline for the month with a drop of 31.1% in agency bookings. NewsLifeMedia declined 24% and Pacific Magazines decreased 18.4%.
The cinema sector is expected to record a double-digital growth.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.