Australian Adspend Slows

21 November 2008

SYDNEY: Australia's main media adspend fell by 4.5% year-on-year in October, with telecoms and governmental marketing revenues declining by 32% and 26% respectively, according to figures from Nielsen Media Research.

The country's federal government has cut A$100 million ($62m; €50m; £42m) from its advertising budget in the first ten months of the year, taking it to a total of A$175m, while telecoms spending is also down 2% to A$235m.

Auto advertisers, however, have increased their outlay by 7% to a value of nearly A$900 million.

The year-on-year figures for October were said to be slightly distorted by a spike in advertising during the same month in 2007, which featured the launch of several major telecoms campaigns and a large amount of advertising prior to a federal election.

Peter Cornelius, Nielsen's managing director for the Pacific region, says: "In relativity, you've got to look at October 2007 when everything was booming in the lead-up to the federal election and the federal government was still spending massively.

"We are certainly going into this slowdown a bit later than other markets and will probably come out of it a bit quicker.

"I don't think there is as much doom as some people want to make out."

Data sourced from Sydney Morning Herald; additional content by WARC staff