Ad market spikes in Oz


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Michelle Clancy

| 26 January 2016




Australia’s advertising market saw a 4.5% increase in advertising expenditure in 2015.



According to Standard Media Index, ad spending came into its own over the 2015 calendar year, defying expectations and an uncertain economy to deliver an outstanding result, taking the size of the media agency market to a colossal $7.9 billion.

Normally advertising expenditure is closely tied to economic sentiment, said the agency, but with the latest RBA data showing the Australian economy growing at 2.5%, its advertisers have grown their media investment at a much higher rate.

And it’s also been a year of consistent growth with higher ad spend delivered each month, the firm said, with all of those small gains adding to an extra $338.6 million being spent on Australian media this year.

Growing online bandwidths fuelled a whole new level of competition for TV eyeballs from the country’s growing advertising-free subscription video-on-demand (SVOD) industry, and Australia’s television media grew its agency advertising bookings by 0.2% from 2014 (and was only $85 million short of the record level of ad spend achieved in the 2013 Federal election year).