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Media Intelligence : MT Resource Guide 2011
showed a slight reduction in activity (-2%) although the overall Wesfarmers Group showed a 15% increase on 2009. The overall trend across the Top 25 Advertisers was very positive; and among the Top 10, six recorded strong double digit increases, led by Woolworths Supermarkets ($99m +29%), Telstra ($97m +18%) and Coles Supermarkets ($77m +19%). Major Advertising Categories’ performance in 2010 Among the Top 10 categories, which represented 70 cents of every advertising dollar spent in Australia’s main media, only 10th ranked Media actually recorded a small decline (1.1% YOY). Retail, which is Australia’s biggest spending category recorded an increase of almost 7% to $2.18 billion, with others across the Top 10 showing double digit increases; including Finance (+13%), Real Estate (+19%), Communications (+12%) and Insurance (+13%). Many of the big spending categories outside of the Top 10 also delivered robust growth YOY, the more notable being 12th ranked Toiletries & Cosmetics (+15%),16th ranked Appliances Home & Outdoor (+39%) and 20th ranked Clothing & Accessories (+18%). Summarising the outlook for 2011 Although the return to strong and positive growth across most of 2010 slowed somewhat and media activity this year had returned to normal pre GFC trends, there have been recent media reports suggesting soft forward advertising bookings across certain media. If this is the case, it may be the knock on effect of lowering confidence due to a combination of issues including the commercial impact of the recent flooding and cyclone damage across the Eastern Seaboard, rising food and energy bills, and concerns over the Government’s proposed carbon trading levy. However, although global financial markets are maintaining a cautiously optimistic stance, the Australian media sector in the first few months of 2011 is still recording solid growth over 2010. Our dollar is sitting at parity to the US dollar, and has performed strongly across most currencies globally. Also, our commodity export markets remain buoyant, with the economic performances of our key markets, China and India, remaining positive. solid growth across main media Upbeat advertising surge as 2010 delivers a return to 15 p14-15,17,19 nielsenResearch.ind15 15 14/4/11 12:51:24 AM
MT Resource 2010
Media Trends+Strategy 2012