Ad dollars placed by media agencies in Australia topped $7.54 bn in 2013, up 2.4% on 2012. According to Standard Media Index data that makes 2013 a record year. Seven West Media revenue chief Kurt Burnette and IPG Mediabrands boss Henry Tajer think 2014 could be even better.
According to agency bookings data, all main media categories accrued more ad dollars bar newspapers and print.
Total television revenues stood at $3.67bn, up 3.2%. Regional TV revenues were broadly flat, metropolitan TV was up 2.4%, subscription TV revenues grew 11.5% to $430m.
Total newspaper revenues via agencies fell 18.1% to $917m, magazines fell 19.6% to $299m. Those declines mean that media agencies diverted almost $275m away from newspapers and magazines in 2013 compared to 2012.
Those dollars were pushed into digital, up $276m on 2012 to $1.33bn in 2013, an increase of 26%.
Radio ad revenue saw modest growth, up 3.3% to $542m, outdoor revenues grew 2.8% to $664m, cinema continued its upward trajectory. Cinema ad revenue according to SMI stood at $72m, up 20% year on year.
Seven West Media chief revenue officer Kurt Burnette told AdNews that he expected TV revenues in 2014 to continue on the same vein with "growth, but not big growth". He also suggested that print declines would start to level out.
Mediabrands executive chairman Henry Tajer agreed with that assessment and predicted growth across most categories.
Tajer said print declines would lessen, TV would do well from big ticket integrated sponsorship opportunities and the integration of social media, and that social media itself would start to pick up the revenues its stickiness and penetration merits. Tajer said the changing dynamic in the radio market also made the segment one to watch in 2014.
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