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<\/p>\nThe Australian advertising market reported its fourth consecutive month of growth beyond 40%, with SMI data showing July market bookings rose by 41.8% on the same month in 2020.<\/p>\n
TV advertising continues to lead the market\u2019s recovery from the doldrums of 2020, with television bookings up 41.9%, aided by the Tokyo Olympics, and helping the segment to its best July result since 2016.<\/p>\n
Spend on digital video grew by an impressive 109.1%, and outdoor also had a significant upturn of 111.1%. Digital audio had a 65.7% increase in bookings, while digital news media grew in spend by 42.7%<\/p>\n
Magazines showed growth too, with a 34.4% increase in physical magazine spend, while the biggest riser of all was cinema, up 1,834.7%, admittedly from a low base the same time last year.<\/p>\n
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SMI Ad Spend Trends July 2021<\/em><\/p>\n <\/p>\n SMI is already reporting a 15% increase in early August ad spend (excluding digital), and SMI AUNZ managing director Jane Ractliffe, said the market is showing no signs of losing confidence despite ongoing lockdowns in several states.<\/p>\n \u201cIt\u2019s clear the advertising market has learned to live with COVID as there is definitely no panicked mass cancellation of ad spend as we saw last year evident in the payment data.<\/p>\n \u201cAnd we can already see in the early August data that TV, Outdoor, Radio and Cinema are reporting strong growth, while for September SMI\u2019s Forward Pacings show the market is already 82% booked compared to the total spent in September last year \u2013 and that\u2019s the highest level of future confirmed payments seen at this point in the past two years.\u201d<\/p>\n SMI Forward Bookings<\/em><\/p>\n <\/p>\n Ractliffe added: \u201cThe Australian market is reporting similar trends to what we\u2019re seeing elsewhere which proves the current market strength is not isolated, with the US market also back at pre-pandemic levels in July and the NZ media reporting a record level of ad spend for the month.<\/p>\n \u201cIt\u2019s clear that all markets are learning to live with COVID and are delivering strong recovery stories as large advertisers return their media investment to 2019 levels.\u201d<\/p>\n Ractliffe also revealed that advertisers are currently being given an opportunity to trial the brand-level ad spend estimates SMI creates with the creative ad monitoring group Big Datr, with spend detail based on actual bookings, not rate cards.<\/p>\n The new estimates are derived using SMI\u2019s premium category detail for all media to ensure a new level of accuracy, especially for Digital media sectors such as Social and Display.<\/p>\n Ractliffe said: \u201cAdvertisers are always keen for more accurate competitive data \u2013 especially for Digital media \u2013 and SMI and Big Datr are now solving this problem by combining SMI\u2019s accurate Category detail with Big Datr\u2019s creative monitoring solutions.<\/p>\n \u201cSMI has always championed greater data accuracy, and now we\u2019re also delivering this at another level for advertisers.\u201d<\/p>\n <\/p>\n![\"\"](\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/09\/graph2.jpg?resize=647%2C250\")
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