SMI: Cinema, outdoor, retail and auto brands drive Australia's ongoing ad spend growth

SMI October figures show 21st consecutive month of growth as Aussie brands across all categories return to advertising

Australia chalked up its 21st consecutive month of advertising spend growth in October, according to the latest Standard Media Index (SMI figures).

The latest report shows total ad demand grew 4.1 per cent in October 2022, putting the month just $3.9 million shy of the record set back in October 2017.

From a category perspective, the result was triggered by a 10 per cent year-on-year jump in ad spend from the retail category, as well as the return of automotive brand advertising, up 29 per cent compared to 12 months ago. And there is more expected to come, as SMI noted the auto category remains 25 per cent below the peak recorded in October 2018.

In addition, SMI saw record October totals from the insurance, communications, clothing/fashion accessories, travel, wealth management, education and technology product categories. Advertisers were also seen to be returning to outdoor and cinema channels in October. For example, outdoor spend was up 51 per cent year-on-year and back above $100 million, while cinema more than doubled in October.  

Off the back of this and the consistent consecutive growth, SMI is reporting a record level of ad spend this financial year, up 4.9 per cent. Over the calendar year, total ad spend is up 8.8 per cent to another record level.

SMI A/NZ managing director, Jane Ractliffe, said the remarkable run is expected to continue into November, with forward pacings data showing ad spend equivalent to 86.8 per cent of last year’s November total has already been paid, excluding digital.

“The continuing confidence in our ad market is very much highlighted by the fact that these forward pacings are so strong, as the market delivered a very high record level of ad spend in November 2021 – the total was more than $50 million larger than any previous November month,’’ she said.

“We can already see ad spend representing 98 per cent of last November’s cinema bookings are confirmed; 91 per cent of last November’s radio bookings are confirmed and 90 per cent of last November’s TV bookings are confirmed.”

Ractliffe said TV and digital media also indicated normalisation, with TV bookings back 0.4 per cent and digital’s growth limited to 1.5 per cent.

“This trend looks set to continue as outdoor ad spend returns to `normal’ levels, as even though the media has achieved year-on-year growth of 51 per cent in October the total outdoor spend is still 15 per cent below that recorded in October 2017,” she commented.

“It’s clear the ad demand we’re currently seeing in the Australian market is broad-based, reflecting a strong underlying economy and a good sense of confidence in the market.”

On a final note, Ractliffe said SMI has never before reported ad spend above $3 billion in the first four months of a financial year, nor ad spend above $7 billion in the first ten months of any calendar year.

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

More Brand Posts



CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...


The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...

Paul F

Driving digital marketing effectiveness

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in