SMI reports Australia’s media agency market has experienced another tough month in August but this time the softer demand was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1% to $526.5 million.
But when late digital bookings are added at month end the market is likely to finish down at the single digit level.
Nonetheless SMI’s August 2017 results are so far showing lower bookings for every major media.
Television was the most affected by last year’s Olympics broadcast and as a result is now down 6.8% before digital bookings are included; outdoor is back 5.8% and radio (ex digital) bookings are 13.7% lower, at least in part due to an extra week commencing period falling in August last year abnormally inflating August 2016 ad spend.
SMI AU/NZ managing director Jane Schulze said the market continues to struggle against the high hurdles created by one-off events last year.
“The 2017 year was always going to be tough given the large significant events occurring last year such as the federal election, Rio Olympics and census,’’ she said.