'New normal' as agency books continue recovery

Feb 02, 2021 at 08:28 pm by Staff


Good news for Australia's digital publishers as agency bookings continue a solid recovery in December.

Late digital bookings surged, helping the industry to a two per cent increase year-on- year, although print continues to fall.

At 15.9 per cent, the increase in digital booking overtook TV for the first time.

Standard Media Index ANZ managing director Jane Ractliffe says the results show the third consecutive month of year-on-year growth for the AU market. "There's now no doubt that the market has moved strongly beyond the COVID ad recession and is quickly rebuilding,'' she said.

Total ad spend for the December quarter is now up 5.4 per cent, and Ractliffe says "well more than half of all the SMI product categories" grew their media investment in this period.

Forward pacings data - which tracks confirmed future ad bookings - also shows ongoing growth across numerous categories.

Ractliffe says the recovery is "not just happening", but is increasingly widespread as marketers adjust to a new "COVID-normal" consumer environment.

Sections: Newsmedia industry

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