Pay TV adspend will fall for first time, predicts survey of marketers

March 2, 2017 7:44

Australia’s advertisers expect to cut their spending on subscription TV for the first time in the industry’s history according to predictions in Starcom’s 2017 Media Futures report, while free to air television could return to growth.

Toby Barbour said there was an air of “cautious optimism”.

The annual survey of advertisers said spending on subscription TV was predicted to drop by 1.6%, down from last year’s prediction of 2.6% growth.

By contrast to the expected end to growth in the subscription TV sector, advertisers signalled that they will turn back to free to air TV which is predicted to grow 1.6% compared to last year’s prediction of 2.6% decline.

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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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2 COMMENTS

Curious 3 Mar 17

Just wondering, in reference to “little changes in media…” graphic, which shows a 1.6 decrease in the STV forecast however in the report on page 23, there’s a 2.6 increase in STV? The same question is being asked but the figures are totally different…am i missing something?

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Simon Canning 3 Mar 17

Hi Curious,

The 2.6 increase figure was the prediction for STV spend marketers expected for 2016 from last year’s report. Hope that clarifies it.

Simon – Mumbrella