Figures show digital dollars on the rise

Digital advertising earned the print media almost a quarter of a billion dollars, according to the half yearly ad spend results released by the Commercial Economic Advisory Service of Australia.

Digital dollars in print, which were measured for the first time in this survey, amounted to $247 million.

Revenue fell, but the print media numbers were still high. Newspaper advertising revenues were down 19.4 per cent to $1.175 billion, while magazine ad spend fell 18.2 per cent, according to the figures.

However, CEASA managing director Bernard Hold said there was a light at the end of the tunnel, and that was the quarter of a billion spent on digital.

“That’s usually included in the digital total,” he said.

“If you add that to the print media total, it’s quite a respectable figure (of) $2.270 billion.

“It shows (publishers) are moving in the right direction.”

The CEASA figures are collated directly from media companies and industry bodies and include direct advertising. This is different to SMI data, which is collated from media agency bookings.

Overall media ad spend fell by 2.5 per cent to $6.574 billion in the six months to June.

Digital grew by 15.5 per cent overall, cinema grew by 6.3 per cent, outdoor by 5.6, radio was up by 1.4 per cent and television spending rose by 0.7 per cent.

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