Credit: Miguel Teirlinck via Unsplash
Advertising spend, as measured by media agency bookings, is just keeping a nose above water this year despite falls in recent months.
The latest numbers from Guideline’s Standard Media Index, not yet released publicly, show an 8% drop in August, according to industry analysts.
However, calendar year to date is 1% in the black but trending down, with the last three months collectively slipping 6%.
Out-of-home, the racing car of the media sector, was up 14% in August and is tracking at 13% so far this year.
Free-to-air television fell 18% in August and is back 9% this calendar year.
Trading updates by media companies to the ASX indicate some improvement in the last quarter of 2025.
However, market analysts are cautious, citing delays in official interest rate cuts and limited visibility in a short advertising market.
Seven West Media, releasing its annual results in August, said the advertising market was stabilising with July and August total TV revenue tracking flat to prior year with momentum into September
September quarter 7plus bookings are tracking about 25% higher.
The rate of decline in overall revenue moderated in the second half to -2% with Seven’s total TV advertising revenue down only -1%, driven by a +41% increase in 7plus revenue.
January to April 2025 total TV revenue grew by low single digits, in line with the February outlook but the post federal election market was weaker than expected.
Nine, in its latest results, said the total TV market remains "very short".
In September, total TV advertising revenue was expected to be broadly flat on the same time last year, with double digit growth at 9Now, offsetting a low single digit decline in broadcast television.
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