Australian advertising shows fourth consecutive month of 40+ per cent growth

Latest Standard Media Index figures show ad spend continues to grow despite the ongoing challenging with Covid

Australia has had its fourth consecutive month of +40 per cent advertising growth across July and sales excluding digital are already up 15 per cent for the month of August.

According to the latest Standard Media Index (SMI) figures, Australia’s advertisers show no signs of shying away from spending their dollars on media despite the ongoing uncertainties and challenges of the current COVID lockdowns. The group reported total ad bookings were up 41. 8 per cent in July compared to July 2020, partly buoyed by the Tokyo Olympics, which aided a 41.9 per cent increase in TV ad spend. The Olympics also contributed to a doubling of ad spend to digital video sales.

SMI geographic analysis found ad spend in NSW and Victoria delivered the highest growth of any state-based media at 52 per cent and 46.3 per cent, respectively.

In addition, SMI data showed total market spend up is 7.4 per cent against that achieved in July 2019 and just $2 million off the record ad spend set in July 2016.

SMI A/NZ managing director, Jane Ractliffe, said there was no sign of the market losing confidence as a result of the recent COVID outbreaks, with SMI already reporting a 15 per cent increase in early August ad spend (excluding digital).

“It’s clear the advertising market has learned to live with COVID as there is definitely no panicked mass cancellation of ad spend as we saw last year evident in the payment data,”’ Ractliffe said.

“We can already see in the early August data that TV, outdoor, radio and cinema are reporting strong growth, while for September SMI’s Forward Pacings show the market is already 82 per cent booked compared to the total spent in September last year - and that’s the highest level of future confirmed payments seen at this point in the past two years.”

Ractcliffe said the Australian market is reporting similar trends to what is being seen elsewhere.

“This proves the current market strength is not isolated, with the US market also back at pre-pandemic levels in July and the NZ media reporting a record level of ad spend for the month,” she continued.

“It’s clear all markets are learning to live with COVID and are delivering strong recovery stories as large advertisers return their media investment to 2019 levels.”

According to SMI figures, total Australian ad spend has continued to make leaps and bounds this year. It was during the month of May when spend exceeded pre-COVID results for the first time since the crisis began, soaring over 70 per cent year-on-year.

Credit: SMI

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page


Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.


15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in