Report: Ad market starts 2021 softer


Author: Rosalyn Page
Publication: CMO Australia
https://www.cmo.com.au/

Digital media advertising has narrowly taken the largest share of ad spend for the first time, according to the latest Standard Media Index (SMI) results.

The overall ad market was softer in January as the delayed Australian Open and the continued impact of COVID 19 briefly interrupted the market’s COVID recovery. Total media agency ad spend was down 7.3 per cent in January as the metro TV market reported a 5.3 per cent fall in bookings due to the delay of the Australian Open broadcast.

Only digital ad spend registered year-on-year growth (up 1.8 per cent) as social media, programmatic and video sites all continued to report double-digit percentage growth.