SMI reported that the Australian media agency market defied lingering concerns over COVID to hit a record high ad spend for any month in November 2021 after reporting a 1.5% increase in investment in media to $ 852.0 million to also ensure a record level of advertising spending for all types of funding. period of one year.
The result was replicated in other SMI markets as well, with SMI’s U.S., Canadian and New Zealand databases also reporting record levels of ad spend in November, as advertisers continue to engage with consumers in the changing COVID environment.
Managing Director SMI AU / NZ Jane ractliffe said the results again prove that the advertising market performs well above many other sectors of the economy.
“Given the level of uncertainty in the economy, it is incredible to see such a resilient advertising market in November with a total media investment of $ 852 million per month, a level of ad spend that has never been seen before. been achieved before in Australia, ”she said.
“It also ended what has been a spectacular start to the year with total ad spend up 16.3% over the same period in 2020 and also up 6.4% over the same five months of 2019. And to give an additional perspective on the ad spend levels we are seeing now, the ad spend level in 2021 is 25% higher than the reported SMI for the same five months 10 years ago in 2011! ‘ ‘
Ractliffe added that the current level of strong demand looks set to continue.
“SMI’s Forward Pacings data for December shows that 97% of total ad spend last December has already been confirmed (excluding digital ad spend) – and remember December 2020 was another big month. because at the time the market had just come out of the first wave of COVID.
The month was also remarkable, as in Australia and New Zealand digital media overtook traditional TV to become the largest stand-alone medium this month as continued growth in digital ad spend (+ 7.6% total for November) coincided with a drop in TV spending. after the record-breaking post-COVID television outbreak last year.
If traditional television and its associated digital BVOD reservations are combined, video media remains the largest medium.
Radio recorded the highest percentage growth in ad spend in November (+ 8.5%) while the Covid restrictions once again affected Outdoor and signaled a flat result. An extra Sunday last November hurt both newspapers and magazines this month, given one less edition.
The Government category continued to support total ad demand, becoming the third largest category after increasing bookings by a remarkable 41.1%. This partially offset the continued decline in auto brands’ advertising spend, totaling 19.3% in November, as tight supply lines dampen demand.
For the 11 months of the calendar year, total ad spend is now up 20.8% compared to the same period in 2020, which also represents a 1.8% increase in ad spend compared to the previous year. same period CYTD 2019.
See also: SMI reports agency ad spending continues in October, social and outward rise