SMI: Spend in March quarter continues ad industry's upwards trajectory

Latest figures show Australia has experienced 14 months of consecutive advertising spend growth

Australian media agencies figures are showing the advertising industry to be enjoying its 14th consecutive month of growth, with the March quarter again showing record levels of spend.

The latest Standard Media Index (SMI) figures show advertising demand lifted 2.8 per cent in March, as digital, radio and cinema all delivered strong gains. While March 2022 didn’t exceed pre-pandemic figures in 2018 and 2019, the research firm said the increase continued consistent monthly growth reported over the past year.

According to SMI, Australia has now had 14 consecutive months of ad spend growth, and only one month of negative ad spend in 17 months. SMI managing director, Jane Ractliffe, described it as indicative of a new period of stability.

“It really is an extraordinary turnaround from the dark days in Australian ad spend breaks records in 2021 to reach $8.6bnmid-2020 when the impact of the Covid pandemic was at its peak. Now the ad market has followed the economy in learning to live with Covid and that ensures more certainly for all media stakeholders,” she stated.

Over the March quarter, SMI reported a 9.4 per cent increase in ad spend, including a 2.2 per cent lift in TV media. Digital ad spend was up 19.2 per cent and remains the largest media category this financial year with a 24.2 per cent rise in the year to date. Outdoor bookings also grew 8.7 per cent over the March quarter.

This also ensured market value over the financial year-to-date is at record levels, with the 14.2 per cent lift pushing value to beyond $6 billion for the first year.

SMI said forward pacings data shows more gains are expected in April, with early spend exclusive digital just 2.6 per cent below April 2021 levels.  

Related: Australian ad spend breaks records in 2021 to reach $8.6bn

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

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in