Oz ad market shines in Q1 2015
DetailsEditor | 22 May 2015
Agency demand for media in the Australian advertising market has reached record-high levels in the first quarter of 2015 according to data from SMI.
The research firm found that overall there was 4.3% growth for the total market in the first three months of year and total agency spend across the media landscape rose above $1.7 billion for the first time since the company began collecting spend data in 2007.
The Australian TV market had a very bright start to the year with metropolitan free-to-air TV still on top when it comes to total spend, driving up growth in each of its top five advertiser categories. SMI added that TV more broadly continued to maintain a strong position in its share of agency spend, taking 46.7% of all bookings, compared with 47.4% in Q1 2014. It found that the sector's dominance was bolstered by automotive advertisers, by far the largest advertiser category in the market, which represented half of the quarter's total TV market spend.
SMI added that its first quarter numbers seem to support the theory that the digitisation of a large volume of outdoor inventory, particularly online video and interactive opportunities, is attracting significant advertiser attention and fast inching up to digital as a significant player in the media mix.