Advertising Pays, a study conducted by Deloitte Access Economics and released in October 2023, values the advertising industry’s impact on the Australian economy at $53 billion, about 2.1% of Australia’s total GDP in 2022.
Over the same period, $18 billion was spent on advertising, which has grown at a faster pace than many other developing countries on a per capita basis.
The research was commissioned by Advertising Council of Australia (ACA), the Australian Association of National Advertisers (AANA) and the Media Federation of Australia (MFA).
A summary of the key findings:
Economic drivers
- The Deloitte Access Economics report confirms that the Australian advertising industry impacts a staggering $53 billion to the nation's economy. This contribution accounts for 2.1% of Australia's total GDP in 2022.
- Australia spent $18 billion on advertising in 2022. This represents a 12 per cent increase in economic impact since 2014.
Employment drivers
- 153,400 people were employed in advertising directly and in supply chain jobs in 2021
- 85,917 people directly employed in advertising in 2021
- 91,500 people employed in industries that rely on advertising as a source of revenue
- The rate of growth in advertising is more than double the labour market more broadly since 2015
Consumers and the community
- $2,100 in improved living standards for the average Australian attributable to the advertising industry
- $352 million of public infrastructure across communities is built and maintained by the advertising industry
Advertising in business
- $194 billion value of the top 100 brands in Australia in 2023
- 5% growth of digital advertising market 2023 to 2027
- Companies that leverage advertising to communicate their value proposition to employees have stronger employee retention.
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