Healthcare ad spend to fall in Australia this year, with global newspaper spend unusually on the rise

Healthcare brands’ ad spend in Australia will fall 0.5% this year to $181.6m, according to Zenith’s healthcare advertising expenditure forecast, followed by limited growth of 0.5% to $182.5m next year.

The report, published in collaboration with sister agency Publicis Health Media, also reveals that healthcare advertising is growing more slowly than advertising more broadly. Global healthcare ad spend is set to grow 3.6% to US$36bn this year, backing up with the same level of growth in 2020.