Australian adspend grow, but slows

07 April 2009

NEW SOUTH WALES: Total adspend levels in Australia rose by 3.7% in 2008, although the rate of expansion slowed to 1.2% in the second half of the year, according the Commercial Economic Advisory Service of Australia.

CEASA reports that Australian online adspend rose by 27.1% in 2008, in line with figures from the IAB, which found that the medium's annual revenues reached $1.7 billion ($1.2bn; €902m; £819m), and could grow to $2bn in 2009.

By contrast, metropolitan television posted an overall decline of 2.4%, and this slide accelerated to 4.5% between July and December.

By contrast, radio posted a slight increase over the year as a whole, but saw adspend slip by 3.4% in the second half of 2008 year-on-year.

Newspaper advertising expenditure levels were also solid overall, down just 1% on an annual basis, but by just 0.8% in the second six months of the year.

Outdoor registered a strong annual improvement of 4% for the full 12 month period, but this masked a decrease of 4.1% in H2.

Scott McClellan, chief executive of the Australian Association of National Advertisers, argued that further government action was needed to ensure that further declines were avoided.

He suggested that if "advertisers can be encouraged to maintain or increase their ad spend, the stimulus on consumer demand could significantly reduce the local impact of global recession."

Data sourced from the Australian Business; additional content by WARC staff