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Media Intelligence : MT Resource Guide 2012
second half, among the Top 10 major categories which combined represent 70% of all main media spending in Australia, only four recorded growth over 2010. For these four big spending ad categories, there was still encouraging growth YOY, led by 5th ranked Travel/Accommodation (+6.7%), Communications (+3.1%), Insurance (+16.8%) and Media (+4.8%). Reflecting consumer pessimism and spending cutbacks, Australia’s biggest spending category Retail, which accounted for 21 cents of every advertising dollar in main media, showed an ad spend of $2.14 billion, a 2.0% decrease YOY. Among the Top 10, cutbacks included second ranked Motor Vehicles with $1.05 billion (-1.6%), Finance (-5.4%), Real Estate (-3.4%) and Food (-9.4%). Other categories outside of the Top 10 to substantially pull back ad-spending year on year were Toiletries & Cosmetics (-8.1%),AppliancesHome&Outdoor (-7.2%), Recruitment (-14.9%) and Non Alcoholic Beverages (-14.1%). Snapshot of Australia’s Top Advertiser Groups/Advertisers The Industry Categories which were most represented in the list of Top 25 Advertiser Groups/ Advertisers and accounted for over 20 cents of every main media advertising dollar invested in the first half of 2011, were Retailers (5), Governments (5), Finance (4) FMCG (4), Telecommunications (2) and Motor Vehicles (2). Only eight Advertiser Groups/Advertisers recorded advertising spend growth compared to their activity in 2010. There were some positive YOY performances among these however, with five recording major double-digit increases YOY. These were led by third ranked Commonwealth Government ($150.5M +29.4%), Reckitt Benckiser ($81.9M +29.1%), Westpac Banking Corporation ($74.8M +21.1%), ANZ Banking Group Ltd ($68.2M +22.8) and National Australia Group ($57.4M +6.8%). Against the growth trend, Australia’s top ranked Advertiser Group, Wesfarmers Limited recorded a substantial 9.9% cutback YOY to $215.2M, as did 2nd ranked Woolworths Limited ($157.1M -5.6%), Telstra Corp Limited ($92.1M -23.6%), Toyota Motor Corporation ($79.3M -3.3%) and Government Victoria ($76.0M -26.9%). Will the advertising slowdown continue into 2012? Although soft conditions are continuing across some media sectors in the first few months of 2012, notwithstanding the “two speed” factor, the Australian economy continues to perform impressively compared to other markets and interest rates remain relatively low and stable. The Australian dollar is performing strongly versus most currencies globally and the hold on interest rate increases is expected to bring some confidence back into the housing market in the months ahead. Certainly, the recent political turmoil and underlying business uncertainty may still negatively impact short term media bookings, yet despite financial markets maintaining an extremely cautious view of the global economy, our advertising sector, particularly growth sectors that have been performing well in recent months, appear set to maintain growth ahead of 2011. At the time of writing, media activity is still far from bullish; however, industry observers are now forecasting a slow but steady return to growth during 2012. “Industry observers are now forecasting a slow but steady return to growth during 2012.” – Matt Br uce Managing Director, Media Practice Group, Nielsen Cautious growth in 2012 predicted with main media maintaining spend MediaTitles 15 About the Top Media Advertisers Report 2011 The complete report covers main media advertising estimates for the period Jan to Dec 2011 vs. Jan to Dec 2010 and summarises: • Top 25 Advertiser Groups/Advertisers • Top 25 Advertisers (excluding Advertiser Groups) • Top Advertiser Categories and their allocation of spend across main media • Top Advertisers/Advertiser Groups by allocation of spend across each main media sector. Including: Metropolitan and Regional Television, Metropolitan Radio, National, Metropolitan & Regional Newspapers, Consumer Magazines, Out Of Home, Cinema, Direct Mail and Online Display. About Nielsen Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com. p14-15,17,19-20 nielsenRes.indd 15 19/6/12 1:42:53 PM
Media Trends+Strategy 2012
MT Resource Guide 2013