Ad demand down 1.1% in June, OOH jumps 14.2%: Guideline SMI

Ad demand in June was back 1.1% - the smallest monthly decline reported so far this calendar year, according to Guideline SMI.

The figures show the Australian ad market has ended the financial year in a stable position with the value of total ad spend down just 1.6% from last year’s record total.

Jane Ractliffe, Guideline SMI APAC managing director, said the fact the financial year total was the second highest on record showed the market’s underlying strength.

"And if you view Guideline’s ad spend data over a longer-term period, you’ll see the market is now up 4.5% on the pre-COVID financial year and that represents an extra $376 million of ad spend that’s come into the Australian media economy since that time," she said.

"But obviously, the composition of media shares has changed considerably over these years, with Digital now representing close to 40% of all ad spend and Outdoor hitting 15% of all ad bookings in the last financial year."

Ractliffe said outdoor was also the star performer in the June results, with its ad spend soaring 14.2% year-on-year to a record June high. The only other growth seen this month was in the smaller cinema category (+22.3% YOY) and among all regional media (TV, Radio and Press).

"Outdoor is clearly the media of the moment as it’s delivered record levels of ad spend for the June month, the second quarter, the calendar year-to-date and financial year periods," Ractliffe said.

From a brand-level perspective, the biggest trend was a huge boost in ad spend from streaming TV companies, while online media groups reduced their ad spend.

This ongoing decline in online media ad spend was also a key contributor to the lower June quarter ad spend, back 2.4% despite stronger demand for outdoor, streaming TV, regional radio and press.

-

Top image: Jane Ractliffe