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Media Intelligence : Media Trends+Strategy 2012
Australian consumers’ confidence remained ahead of the global average at 103, it had dropped seven points on the previous quarter (Q2), equating to three consecutive quarters of decline. The key findings were: n Nearly one-fifth of Australian consumers have no spare cash, higher than at any point during the GFC of 2009 n For the first-time since 2009, consumers are focused on reducing every aspect of household expenditure n Nearly half of all households are saving any spare cash, but this is being eroded by the onslaught of rising utility and food prices clearly business confidence also impacted advertising spending, but how did the major advertising categories perform? The combined activity across all 39 major categories we measure, recorded an estimated $4.82 billion ad spend (+1.8% YOY) from January to June 2011. Despite global and domestic markets uncertainty in the first half of this year, half of Australia’s top 10 advertising categories recorded growth; while another two showed minimal declines. Australia’s biggest spending category is Retail, which in 2011 has recorded a minimal 0.4% decrease YOY, with an overall estimated ad spend of $1.0 billion, accounted for almost 21 cents of every advertising dollar invested in main media. The other minimal cutback across the Top 10 was 2nd ranked Motor Vehicles $503.7M (-1.0%). Some of the strong growth categories included Real Estate (+9.1%), and double digit increases for Travel/Accommodation (+12.1%) and Insurance (+15.6%). Several big spending categories outside of the Top 10 also delivered robust growth YOY, including Pharmaceutical (+20.3%), Community/Public Service (27.0%), Utilities-Energy & Water (+83.9%) and Clothing & Accessories (+15.2%). Not surprisingly, 2011 was not a continuation of business as usual for the more vulnerable Top Categories; as we noted cutbacks in spending across Finance (-4.2%), Food (-9 .4%) and Communications (-6 .2%). Also cutbacks were noted across Recruitment (-5 .8%), Toiletries & Cosmetics (-6 .7%), Appliances Home & Outdoor (-9.4%) and Beverages-Non Alcoholic (-12 .6%). again a mixed result across australia’s Top advertiser Groups / advertisers The categories which were most representative in this elite list of Top 25 Advertiser Groups/Advertisers, who accounted for over 20 cents of every main media advertising dollar invested in the first half of 2011, were Retailers (5), Finance (5) FMCG (4), Governments (4), Telecommunications (2) and Motor Vehicles (2). Somewhat reflecting the mixed category performances, there were 11 Top 25 Advertiser Groups/Advertisers that recorded advertising spend MEDIA Trends + Strategy 21 Estimated Ad Spend Trends for Main Media January to June 2009 – 2011 ($Millions) Source: Nielsen – Top Media Advertisers Report January to June 2011 Australia vs Global Average Consumer Confidence Indexing Source: Nielsen Q1 2009 to Q2 2011 research statistics p18-19,21-23_nielsen.indd 21 28/11/11 2:44:32 PM
MT Resource Guide 2011
MT Resource Guide 2012