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Media Intelligence : MT Resource Guide 2012
W ith the recent release of the Nielsen Top Media Advertisers report, covering Calendar Year 2011, it was clearly evident that the booming media market conditions of 2010 lost momentum as 2011 unfolded. Comments Matt Bruce (pictured), Managing Director, Media Practice Group at Nielsen; “the flow on effect of an ‘advertising investment correction’ trend we identified in our January to June 2011 Top Advertisers Report continued, with further softening evident in the second half the year and overall media activity finishing marginally down year on year (-0.5%). “ The second half slow down was reflected by a tightening of advertising and overall marketing spending across a broad spectrum of industry sectors. The ongoing concerns of global markets over a debt default by Greece and other Euro zone countries fuelled daily volatility in world stock markets and intense, ongoing media coverage. Australian consumers were not immune to the spread of global uncertainty, and despite a fundamentally strong economy, there was further weakening in both business and consumer confidence”. The Nielsen third quarter global online consumer confidence findings revealed that Australian consumer confidence slipped six points to an index of 97, dropping below the neutral 100 mark for the first-time since early 2009. Although Australia’s index remained nine points above the global average index, Australians were pessimistic about the economy. A recessionary mindset was growing as just over a third of consumers (34%) believed that Australia was in recession—up 14 points from the start of 2011. Job prospects over the next 12 months were also softer, with just under half (45%) of consumers believing that job prospects were not good, an increase of 12 percentage points on the previous quarter. Given ongoing pessimism about the economy, retailers and manufacturers were understandably less than confident of a turn around in consumer spending in the latter months of the year. As a result, a significant proportion of marketing budgets saw cutbacks in the second half which was evidenced by the slow down in advertising since our Nielsen first half of 2011 report. Similar to Australia’s two speed economy, the slow down in advertising activity was not evident across all 10 main media sectors we report on. So, compared to the strong rebound during calendar year 2010, the marginal drop in overall advertising spending across 2011 was reasonable and not unexpected by the industry. How did the Major Advertising Categories perform in 2011? There are 39 major advertising categories that make up all estimated ad spending in Australia’s main media. In combination these categories recorded an estimated $10.04 billion in media ad spend in January to December 2011 (-0.5% YOY). Interestingly, despite the softening general market conditions, just under half of these categories still recorded year on year growth. In the challenging advertising environment unfolding in the With the release of the latest Nielsen Top Media Advertisers Report, Matt Bruce, MD, Media Practice Group, Nielsen, analyses Australia’s advertising industry, early 2012 results highlighting a lift in ad spend across main media following a softening of the market in 2011. 14 MediaTitles Cautious growth in 2012 predicted with main media maintaining spend research statistics: ad spend p14-15,17,19-20 nielsenRes.indd 14 19/6/12 1:42:44 PM
Media Trends+Strategy 2012
MT Resource Guide 2013