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Media Intelligence : Media Trends+Strategy 2012
growth ahead of the corresponding six months in 2010. These positive YOY performances were led by 2nd ranked Commonwealth Government ($76.5M +9.6%), followed by Woolworths Limited ($69.9M +12.7%) and 10th ranked Government Queensland ($34.0M +53%). Others to perform strongly outside of the Top 10 were National Australia Group ($31.7M +29.6%), Reckitt Benckiser ($31.0M +30.7%), ANZ Banking Group ($29.7M +20.3%) and Hyundai (Aust) Ltd ($26.6M +14.8%). Against the growth trend, Australia’s top ranked Advertiser Group, Wesfarmers Limited recorded a substantial 13.9% cutback YOY to $93.8M, as did Government Victoria ($38.1M - 23.0%), Unilever Group ($37.1M - 17.0%) and Telstra Corp Limited ($35.7M -39 .3%). The Top Me dia advertisers (not Groups), showed similar yoy trends... Since the inclusion of a separate listing for the Top 25 Advertisers in our 2009 calendar year report, we have been including reviews on how individual company performances are tracking in overall advertising trends. Although we will 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 entity). An example is Harvey Norman, which showed a slight reduction in activity in 2011 (-1 .2% YOY), while the overall Harvey Norman Holdings Ltd showed a 6% decrease on January to June 2010. In this way we are providing a level of market relativity, more from a consumer brand perspective, rather than as a corporate structure. Will the advertising momentum be sustained throughout 2011? Although some recent media reports suggest soft budgets from certain sectors of the market are continuing across some media sectors in the second half, the economy continues to perform strongly compared to other markets and interest rates remain relatively low and stable. The Australian dollar is still sitting above parity to the US dollar and is performed strongly across most currencies globally. Depending on where various industry sectors are sitting, this can be either a strength or weakness; however it is certainly impacting some exports among primary producers and manufacturers. Certainly, political and business uncertainty over the impact of the Prime Minister’s proposed carbon trading levy may impact the media landscape, yet despite global financial markets resuming a cautious stance, our advertising sector appears to be maintaining growth over 2010. At the time of writing, advertising bookings in the second half of 2011 have remained constant, suggesting that media activity in 2011 should continue along similar lines to the first half and remain well above the GFC 2009 levels. MEDIA Trends + Strategy 23 22 MEDIA Trends + Strategy research statistics For information on your sector go to www.mediabiznet.com.au About Nielsen Expenditure Estimates Nielsen continues to put great emphasis on approximating actual expenditure with feedback from the industry. However, the Australian main media scene is a dynamic one and estimating advertising expenditures continues to be a challenging task. As a result, changes are constantly being made to reflect industry feedback. Therefore, year on year comparisons are accurate at the time of producing this report but are subject to variances as updates occur to our database. About the Nielsen Top Media Advertisers Report Jan to Jun 2011 The 26 week reporting time frame provides a timely overview of how Australia’s advertising industry performed in 2011 year to date, in comparison to the rapid advertising upturn experienced across the same period of 2010. The report covers: n Top 25 Advertiser Groups/Advertisers (and key products). n Top Advertisers vs Top Advertiser Groups – provides clients with a measure of activity planned and placed at an Advertiser (single entities such as Myer, Bunnings etc) rather than at a Group level. This illustrates a level of market relativity, more from a consumer’s brand perspective, rather than corporate structure. n Top Advertiser Categories and allocations of ad spend across the main media. n Top 25 Advertiser Groups/Advertisers for each of the following 10 main media sectors: • Metropolitan Television • Regional Television • Metropolitan & National Newspapers • Regional Newspapers • Metropolitan Radio • Consumer Magazines • Out of Home • Cinema • Direct Mail • Online p18-19,21-23_nielsen.indd 23 28/11/11 2:44:37 PM
MT Resource Guide 2011
MT Resource Guide 2012