June ad bookings are down around 41%, according to early media agency data analysed by the SMI (Standard Media Index).
Industry insiders say the June numbers, following a record 44% fall in media agency ad spend in May, will improve when late digital bookings come in.
The preliminary analysis shows metro television ad bookings down around a third and regional TV a quarter in June.
Metro radio and newspapers were down by about half and magazines by two-thirds. Regional radio was tracking down to around 17%.
June will be the 22nd month in a row to record a drop in media agency bookings, according to the SMI data.
However, the SMI numbers are showing strengthening demand ahead in both Australia and New Zealand.
In Australia, forward demand is up 7% in July and 11% in August.
In the NZ market, July is at 66% of last year’s bookings, and 44% for August, with two weeks of July trading still to come.
Jane Ractliffe, the local SMI managing director, in reply to a question on LinkedIn: “We're expecting NZ to be a global indicator on how quickly ad demand returns once COVID is brought under control. But there's definitely encouraging signs in both markets.”
The early data for Australia shows a surprise run on ad bookings for domestic tourism and some commercial vehicles.
Industry players report a more positive market with marketers switching attention from dealing with the pandemic to looking ahead for growth.
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