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Media Intelligence : MT Resource Guide 2011
I n the first half of 2010 the market experienced a strong advertising recovery with substantial year on year increases in activity, however, as 2010 unfolded, the bullish growth rates compared to the same months in 2009 were slowing. The news is extremely positive, as on the back of a strong ad spend lift in late 2009 and throughout 2010, the advertising recovery turned around well ahead of expectations. This rebound was even more noticeable across the major advertising categories most impacted in 2009; with Motor Vehicles, Finance and Communications all posting strong advertising increases year on year. All ten main media sectors we monitor showed positive advertising results in 2010, with most recovering from the shortfalls in ad spending of 2009 and enjoying a solid revenue base for the year ahead. However, it was not business as usual for everyone, with many marketers who had opted for more retail focussed advertising strategies in 2009, looking to renew brand building campaigns across expanding multiple platforms. Others undertook reviews of their agency arrangements and, based on our Top Media Billing Agencies report for 2010, there was considerable movement and change across Australia’s big media agencies throughout the year. 2010 returned to the strong levels of media spending in ‘pre GFC’ 2009 Overall ad spending in the first half of 2010 increased by 11% on the first half of 2009, with cautious optimism over the likelihood of the second half maintaining the momentum of growth throughout the remainder of the year. As predicted in our half year report, by our estimations, the accelerating advertising recovery in 2010 was more a case of returning to parity or just above the full 12 months advertising performances of 2008. However, for 2010 to achieve parity with 2008, which was a strong advertising year across all media, is in fact an extremely solid performance, given the depths of the advertising downturn here in Australia and globally through 2009. If we factor in inflation and what would normally be annual rate increases, the advertising and media industries still face ongoing challenges to build momentum further on the gains that were made in 2010. Many of Australia’s Top Advertiser Groups / Advertisers ramped up their media presence in main media The categories most representative of this elite group of major Advertiser Groups/Advertisers were Retailers (5), FMCG (5), Governments (4), Finance (3) and Telecommunications (3), with only 2 of the Top 25 recording cutbacks YOY. The Top 10 were led by Australia’s top ranked Advertiser Group, Wesfarmers Limited ($239m +15%), 2nd ranked Woolworths Limited ($166m +18%) and Harvey Norman Holdings ($145m +7%). Others recording robust, double digit growth YOY included Telstra Corp Limited ($120m +21%) and Toyota Motor Corporation ($82m +26%). Decreased Major Advertiser Spends in 2010 These were Commonwealth Government ($114m -12%), down two spots from 4th, and Westpac Banking Corporation ($62m), which despite a minimal 0.3% cutback, slid 7 spots to finish 21st this year. The Top Media Advertisers (not Groups), showed similar growth trends... Although Nielsen continue to report and use Advertiser Groups/ Advertisers activity in the main report; this separate Advertiser level review enables clients to assess and measure activity planned and placed by an Advertiser (single entities such as Bunnings) who research statistics: ad spend With the release of the latest Nielsen Top Media Advertisers report, Peter Cornelius, Managing Director Media Australia, The Nielsen Company, delivers a clear overview of Australia’s advertising industry turnaround, with the final year on year results revealing a positive ad spending trend across main media. 14 MediaTitles “All ten main media sectors we monitor showed positive advertising results in 2010... and enjoying a solid revenue base for the year ahead.” solid growth across main media Upbeat advertising surge as 2010 delivers a return to p14-15,17,19 nielsenResearch.ind14 14 14/4/11 12:50:58 AM
MT Resource 2010
Media Trends+Strategy 2012