The year looks like it has started in the negative for ad spend, according to early media agency booking numbers recorded by SMI (Standard Media Index).
Media agency Pearman, in its newsletter, says January SMI figures are about 10% down compared to January 2019, excluding digital bookings which will be added later for a final number.
A negative January would be the 17th month in a row to record a fall. Media agency bookings fell 5.3% to $6.8 billion over the 12 months to December, according to SMI.
The start of the year would also feel the gloom of retail advertising and the looming impact of bushfires.
"January is traditionally the smallest ad spending month in Australia so the figures never look that great," says the Pearman Pulse newsletter.
"The Automotive and Retail categories continue to be in the Top Declines for the month. Perhaps not surprising given the bushfires, Travel spend was also down.
"All the media are down although the one spot of good news was Street Furniture had a substantial increase from January 2019."
UBS analysts, in a note to clients, say the SMI suggests metro TV ad bookings were down 5.8% in January.
"We think initial SMI data for January may be distorted by holiday influences / late bookings – hence we are hesitant to report the initial SMI figure for total market growth," say the analysts.
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