$16bn ad spend barrier expected to be broken in 2017, IPG Mediabrands predicts and Dentsu Aegis bullish for 2018

June 16, 2017 11:06

Growth in advertising expenditure in Australia for 2017 is predicted to nearly halve compared to the previous year but IPG Mediabrands still expects total spending to break through the $16b barrier for the first time.

Victor Corones said ongoing economic progress is sustaining the market

The report by IPG’s media intelligence and investment division, Magna, forecasts overall growth will slow from 7.8% in 2016 to 4.7% this year.

Growth continues to be driven by the digital sector which is predicted to rise 13.5% to $8.4b and follows on from last year’s jump of 24%.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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