SYDNEY, Today: The New Zealand ad market is better placed than Australia’s to weather the Covid19 storm, according to ad intel provider Standard Media Index.
“Our future pacings data [confirmed future bookings] shows that 90% of the value of NZ advertising demand recorded last March year was already booked for March 2020 whereas in Australia that figure was 71%,” said Sydney-based SMI AU/NZ MD Jane Ractliffe in an overnight post.
“And for the month of April already 59.6% of the NZ ad demand recorded in April 2019 was booked, but only 41.5% of the total in Australia.”
“The NZ market also comes from a greater position of strength as it finished the CY2019 with a stable result while advertising demand in Australia fell 5.2%,” she said.
“Never more than now is access to accurate advertising demand detail more important. The last thing we need is inaccurate supposition about the state of advertising demand.
“We all know the market will suffer, but it won’t necessarily be to the same degree across all media and some product categories are likely to increase their media investment,’’ she said.
“NZ’s market comes from a greater position of strength as it finished CY2019 with a stable result while Australian ad demand fell 5.2%.”
“So we’re implementing new measures to ensure the latest data gets to the market more quickly so media companies and advertisers can make decisions with more confidence and knowledge.’’
SMI’s new initiatives include:
- SMI Special Ad Demand Updates. A new newsletter providing earlier insights into advertising demand in the NZ market, and for the first time also updating the market on how Covid19 is also impacting ad demand in Australia, the US and UK.
- SMI Future Pacing data to be released earlier to media clients. SMI tracks future advertising demand across all product categories by collecting confirmed ad spend for the future 3 months. This will now be provided to media clients as soon as it arrives, rather than waiting to be included in the SMI Reports.
- SMI Special Commentary: All SMI reports to now include extra detail on how product categories are being impacted by Covid19.
Ractliffe also believed it was important to track the virus’ impact on advertising demand across other media markets so advertisers at least have a base from which to compare their media investment decisions.
About Standard Media Index
SMI was established in 2009 in Sydney and has offices in New York, London and Madrid. SMI partners with leading global media buying agencies to provide independent, accurate and timely advertising expenditure data to its clients to facilitate informed analysis of the media sector and product category expenditure. Data is sourced directly from advertising agencies’ billing systems and then aggregated to show the combined picture of media agency adspend across all major media, media sectors, 41 product categories and 130 digital product categories. It allows subscribers to monitor and analyse key data points that can be actioned to grow share and make better investment decisions. SMI provides the only clear picture on how ad dollars are being spent. Its Australian data covers more than 90% of all agency spend and SMI works with media Agencies in more than 15 global markets.
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