IPG Mediabrands pulls its media billings from key industry metric Standard Media Index (SMI)

April 11, 2016 3:45

Screen Shot 2016-04-11 at 3.16.20 pm Australia’s fourth largest media agency group IPG Mediabrands has pulled out of key industry metric Standard Media Index (SMI).

The withdrawal of IPG Mediabrands is a blow for SMI as a metric, with the index confirming it would pull all Mediabrands data, including historical figures, from the index immediately after commercial negotiations, globally, between the two sides failed to find agreement.

“We have really enjoyed working with them and are disappointed we couldn’t come to new terms, globally,” said Jane Schulze managing director of SMI in Australia/New Zealand.

“SMI provides the only information on advertising demand across the media and all media sector categories each month. That won’t change.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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2 COMMENTS

Interested Observer 12 Apr 16

“Since we started we have added 12 agencies and that buffets it a bit…”

Buffets? Are they trying to have their cake and eat it too?

Now all other agency groups. Quick – take an image of the existing data. When the IPG data is removed from the historical data, you will know exactly how much they were billing.

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Roger 12 Apr 16

i would expect it is because IPG are readying themselves for the imminent loss of Coles

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