Search spend catching up with TV in Australia

Rob Clapp

An overview of Australian advertising expenditure by media channel between 2008 and 2018.

Search is close to overtaking TV as the highest value advertising medium in Australia, according to the latest data from WARC, CEASA, OMA, ThinkTV and the Internet Advertising Bureau. Search accounted for 22.0% (A$3,571 million) of total adspend last year, just 2.7 percentage points (pp) below TV's share of 23.7% (A$4,002 million). Following an initial difference in share of 25.3pp in 2008, the gap is expected to shrink further to just 1.0pp in 2018.

In third-place was newspapers (9.6%), followed by mobile display (9.4%), online classified (9.2%), desktop display (8.2%) and radio (7.8%). Further behind was outdoor (5.7%),...

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