SMI has found that Australia’s media Agency market has reported softer advertising demand 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 back 7.3% in January as the Metropolitan TV market reported a 5.3% fall in bookings due to the delay of the Australian Open broadcast.
This month it was only the Digital media delivering year-on-year growth (+1.8%) as the Social Media, Programmatic and Video Sites sectors all continued to report double-digit percentage growth. And that growth has seen Digital emerge as the largest media in national marketer ad spend for the first time.
SMI AU/NZ managing director Jane Ractliffe said the strength of Australia’s Television industry meant it has taken far longer than elsewhere for pure Digital media agency bookings to overtake that of Television.