Credit: Maarten Duineveld via Unsplash
Advertising spend, as measured by media agency bookings, fell 5.2% in February despite a surge in streaming video via Nine’s Winter Olympics broadcast.
The broadcast reduced metropolitan TV’s February decline to just 3.7% and also delivered a boost to the streaming video sector where total revenue jumped 22.5%.
“Nine’s streaming service grew ad spend by 60% year-on-year in February to emerge as the largest in ad revenue for the month, mostly due to the Olympics,” said Guideline SMI APAC managing director Jane Ractliffe.
“But this does follow a trend in that we’ve seen local streamers deliver significant growth in ad revenues to emerge as the largest players so far this calendar year.”
Outdoor again emerged as the largest growth media with bookings up 1.8% to a record February.
“Outdoor is winning share from most other media, with retailers moving four percentage points of share from the digital media to outdoor in February, while the Food/Produce/Dairy category shifted 5% of its share from TV to outdoor in February,” said Ractliffe.
“On a combined basis those categories delivered an extra $4 million in ad revenues to outdoor this month.”
Print media also delivered growth with total newspaper ad spend up 17.4% due to higher regional press (+50.5% ) and community newspaper (+34.2% ) bookings. Newspaper magazines grew 21.3%.
Within key product categories the four largest categories (Retail, Insurance, Auto Brand and Government) all reported higher ad spend with Insurance again the standout with that category’s total ad spend up 14.9%.
The key decline was in restaurants (-17%) and travel.
Ractliffe said extra late bookings for January had boosted calendar year-to-date ad spend, with the total now back just 3%.
Financial year bookings are so far down 4.1%
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