Radio’s making a good post COVID recovery as digital takes the lead: SMI report | radioinfo

Radio’s making a good post COVID recovery as digital takes the lead: SMI report

Tuesday 02 March, 2021

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.

According to Standard Media Index (SMI), in January  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.
SMI is reporting pure Digital bookings – which includes all Digital advertising also bought against the Digital assets of traditional media – grew from 11.1% in January 2011 to 37.6% in January 2021.
“Digital media has forever changed Australia’s advertising landscape and has been on a strong growth trajectory for more than ten years. But it’s worth noting that when Digital revenues sold against traditional media content is excluded from this top-line analysis, Digital’s share of the total falls back to 32.2%,” Ms Ractliffe said.
She said other media sectors also continued to do well in January with both the National Newspapers and Regional Radio sectors reporting their third consecutive month of growth in January.
For the seven months of the financial year the market is now back 6.8% with Digital continuing to lead the rebound in ad spend with the value of that media’s total bookings up 7.9% in this period.
And most sizable product category trends remain mostly COVID-related with Government bookings up 54%, Health Care category ad spend up 170% and the increase in Food/Produce/Dairy ad spend now at 21% over the previous seven month period.




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