Out of home rises 29% year-on-year, above 2019 levels – ad market still strong: SMI

News 1 Sep 2022 - 3 min read

Out of home rises 29% year-on-year, above 2019 levels – ad market still strong: SMI

By Sam Buckingham-Jones - Deputy Editor

SMI AU/NZ Managing Director Jane Ractliffe.

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Tags: SMI Jane Ractliffe

Spend among Australia’s media agencies in the out of home sector has eclipsed pre-pandemic levels, SMI figures show, as the total market dropped by 4.2 per cent. But taking away the impact of the Tokyo Olympics last year, the market rose. Broader economic nerves don’t appear to be playing out in the ad market – yet, SMI’s Jane Ractliffe says.

What you need to know:

The agency ad market measured by SMI has recorded a slight drop in spend, but that’s owing to last year’s Tokyo Olympics. Removing channels impacted by the Olympics, spend rose, SMI’s Jane Ractliffe says.
Spend doesn’t appear to be impacted by broader economy jitters.

Ad spend by Australia’s media agencies dropped by 4.2 per cent in July, compared to last year, but rose by 2.8 per cent when taking out the Tokyo Olympics.

Standard Media Index data shows total spend dropped by $27.9 million year-on-year after last year’s record July.

But when Metropolitan TV and related Pure Play Video or Streaming Sites – BVOD – are removed, the rest of the market grew.

“At least within the advertising market we’re not yet seeing any significant signs of nervousness in the current economic environment,” SMI AU/NZ Managing Director Jane Ractliffe said.

Out of home media grew 28.8 per cent – the strongest of any media outside of Cinema’s 67.1 per cent improvement – marking an increase of 2.5 per cent on pre-pandemic July 2019 numbers.

Total Digital ad spend rose just 0.1 per cent, and the Video category is now $2m below the online display ad market.

Comparing January to July, the market is up 8.6 per cent ahead of last year.