Newspapers now account for less than one-tenth of total advertising expenditure in Australia, according to the latest data from WARC, CEASA, OMA, ThinkTV and IAB. Newspapers' share of total adspend reached 9.6% in 2017, down from one-third a decade earlier.
This follows a near two-thirds drop (-64.4%) in newspaper advertising spend between 2008 and 2017, to A$1.6bn. This contrasts with total advertising growth of 24.9%, driven particularly by mobile, to A$16.2bn.
This comes as Australians shift their news consumption online and newsbrands increasingly turn to digital formatsfor generating ad revenue....