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21 September 2009
The latest CEASA report for the first half 2009 shows total ad revenue across all media falling 8.5 per cent to June, with metro newspapers leading the declines, down 20.9 per cent. Signs the downturn may be slowing come from data released by newcomer Standard Media Index (SMI) which shows ad spend rose in August.
Figures compiled by Commercial Advisory Service of Australia (CEASA) from data supplied by different media groups, show total ad spend at $6.131 billion for the June half, with all media except Online experiencing drops in revenue.
Ad spend in magazines fell 9.3 per cent for the 6 months and 4.8 per cent for the year to June 2009.
| CEASA Jan.–June 2009 | $ million | % change p-o-p |
| Online | 892.50 | +12.0 |
| Metropolitan newspapers | 910.86 | -20.9 |
| Outdoor | 188.29 | -13.4 |
| Television | 1,569.26 | -10.7 |
| Magazines | 330.30 | -9.3 |
| Radio | 449.73 | -7.4 |
| Cinema | 43.11 | -4.2 |
Industry predictions that the ad market had bottomed and modest rises would be seen in the second half of 2009 were given weight with the first release of figures from Standard Media Index (SMI). Based on data supplied by media agencies, SMI indicated earlier this month that ad spending may be recovering, with results for August up 9 per cent on the previous month.
SMI’s results show rises across the board, with magazines and out-of-home increasing the strongest, up 41 and 32 per cent respectively in August. TV and radio were both up 5 per cent, newspapers rose 8 per cent and digital was 5 per cent higher.
Sources:
www.AdNews.com.au
The Australian