Ad spend back 3.1% but higher than the last ‘normal’ September month

November 4, 2019 9:04

Australia’s media-agency-funded ad market was back just 3.1% for September, at $650m. The Standard Media Index (SMI) stated that this was higher than the last “normal” September month in 2016, given that September 2017 saw the same-sex marriage plebiscite inflate ad spend, and the Financial Services Royal Commission “abnormally” increased bookings last year.

After 12 consecutive months of decline, including the first nine calendar months of the year, Australia remains back 4.7% compared to January through September 2018.

However, towards the end of September, the SMI released a forecast stating it expects the ad market to bounce back in October and continue on through to 2020.

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Zoe Wilkinson

Zoe Wilkinson was a reporter at Mumbrella and the producer of the Mumbrellacast from March 2019 to May 2021.

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1 COMMENTS

Don't get it 5 Nov 19

Don’t get why the extra Monday only inflates the OOH – as per SMI’s statement.

It just seems like the SMI are playing with words to make the industry seem more positive than it really is.

Having had close to a full extra week in September 19 vs Sep 18, the figures should be prorated to about 80% of actual billings, making the industry roughly 20% decline YoY not 3%

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