Terrestrial TV ad spend falls 13 per cent Jan to March, BVOD up 17 per cent, OOH, cinema, mags powering – SMI

News 3 May 2023 - 1 min read

Terrestrial TV ad spend falls 13 per cent Jan to March, BVOD up 17 per cent, OOH, cinema, mags powering – SMI

By Staff writer

SMI AU/NZ Managing Director Jane Ractliffe.

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Latest media agency booking data shows headwinds continuing for free-to-air TV and news, while out of home, cinema and magazines are powering.

SMI data for March shows the ad market back 5.5 per cent or -1.5 per cent normalised by removing abnormal levels of Covid and election spend by the Federal Government in 2022.

Data for the quarter shows double digit declines for free to air TV and news media even when normalised, but major gains for BVOD, out of home, magazines and cinema.

SMI data is based on ad spend placed by media agencies.

Data for March shows:

TV back 11.3 per cent or 9.4 per cent normalised.
BVOD up 19 per cent or 20.8 per cent normalised.
Out of home up 18.7 per cent (+31.2 per cent normalised).
Audio back 12.7 per cent (-2.7 per cent normalised).
News media back 16.4 per cent (-6.5 per cent normalised).
Magazines up 11.6 per cent (+14.8 per cent normalised).
Cinema back 15.2 per cent (but up 9.2 per cent normalised).

The total market was down 5.5 per cent, or 1.5 per cent on a comparable basis when taking out inflated government spend.

For the quarter, January to March 2023:

TV back 14.8 per cent (-13.1 per cent normalised).
BVOD up 15.4 per cent (+17.4 per cent normalised).
Out of home up 13.7 per cent (+22.2 per cent normalised).
Audio -8.8 per cent (-0.8 per cent normalised).
News media -20.2 per cent (-11.6 per cent).
Magazines up 14.1 per cent (+16.1 per cent normalised).
Cinema up 16.9 per cent (+43.3 per cent normalised).

Across the quarter, retail, automotive, travel and communications categories were buoyant, with combined spend up 13 per cent, said SMI boss Jane Ractliffe (pictured).

For the nine months of the financial year so far, Ractliffe said the market is up even against last year's inflated government spend, by 1.1 per cent, or $72.8m.