Credit: Nico Smit via Unsplash
The advertising market, as measured by media agency bookings, fell 10.4% in September, according to Guideline SMI data.
The softer month, suffering from a comparison to last year’s record September, was mostly due to large falls across Food/Produce/Dairy, Government and Toiletries/Cosmetics.
And the size of those declines, all more than 20%, more than offset growth among the large Retail (+1.8%), Insurance (+7.2%) and Bank (+0.9%) categories.
Guideline SMI APAC managing director Jane Ractliffe said September results made it clear the market remains cautious but she expects the level of decline to reduce with when further late digital bookings come in.
“The market remains largely infected with a high degree of uncertainty which in turn is marketers either delaying campaign launches resulting in or reducing the size of their campaigns,’’ she said.
“But the numbers should improve slightly as we can see a large proportion of programmatic bookings are yet to arrive the difficulties in reconciling campaign values within that system.’’
After a tough July and August comparative months due to the Paris Olympics broadcast, linear TV has emerged in September as the more resilient media with ad bookings back 7%.
Metropolitan TV reported one of the smallest declines of any media sector at -3.9%.
Outdoor is back 15.8%, radio down 16% and digital dropped 8.6%.
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