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Media Intelligence : Media Trends+Strategy 2012
MEDIA Trends + Strategy direct mail/marketing 74 MEDIA Trends + Strategy Findings from the recent Top Media Advertisers report for January to June 2011, and comparisons with the first half of 2010, indicate that the direct mail sector, along with most other main media wasn’t continuing the boom times of 2010, but still finished with a solid 2% lift in activity to an estimated $127.8 million in postage. Representing 42% of all direct Mail spending, the Top 25 advertisers spent an estimated $55.0 million in postage in Januar y to June 2011. Reviewing the Top 10 Advertisers, the results were a relatively accurate reflection of the market, with five recording modest to robust double digit increases, which were not quite offset by reductions by the remainder of this elite group. Reader’s digest, with over 96% allocation to direct Mail, retained top ranking advertiser position in 2011, despite a modest cutback of 3.6% YOY ($200K) compared to their Jan-Jun 2010 estimated ad spend of $6.2M. second ranked southern Phone Company allocated 87% of their activity to direct Mail, almost doubling (+$2.0M) year on year to $4.1 million to rise from 8th ranking last year. Other major increases year on year were noted for direct group with a 26% boost ($600K) to $2.4M, American Express lifting $600K (+31%) to $2.4M and suncorp group, ranked 31st in 2010, with a $1.2M increase to $2.2M. Against the trend was Westpac Bank Corporation, dropping from 2nd position last year to 7th in 2011 after a substantial $2.1M cutback (-46%) to $2.4M. Technological change supporTs secTor growTh 2011 The Top Direct Mail Advertising Est spend All media Pos Categories Jan to Jun 2011 $M Sh% 1 Finance 20.9 7.3 2 Community/Public Service 20.7 21.8 3 Retail 14.7 1.5 4 Media 14.5 10.5 5 Insurance 7.9 4.8 6 Communications 6.6 4.5 7 Utilities-Energy & Water 5.4 8.3 8 Gambling/Gaming 4.8 8.1 9 Government 4.6 3.5 10 Entertainment & Leisure 3.3 0.9 2011 Top 10 Advertiser Groups/Advertisers Est spend All media Pos in Direct Mail – Jan to Jun 2011 $M Sh% 1 Reader’s Digest 6.0 -4% 2 Southern Phone Company 4.1 97% 3 ANZ Banking Group Ltd 4.1 -9% 4 Horizon Media 3.5 -21% 5 Government NSW 2.7 4% 6 Spotlight Stores P/L 2.6 - 10% 7 Westpac Banking Corporation 2.4 - 46% 8 Direct Group 2.3 25% 9 American Express Int Inc 2.3 31% 10 Suncorp Group 2.2 114% Source: Nielsen Source: Nielsen Author: Peter Cornelius, MD Media, Nielsen p74-75,77_directMark.indd 74 28/11/11 12:41:44 PM
MT Resource Guide 2011
MT Resource Guide 2012