Рекламные расходы в Австралии снизились на 1,2% в июле, несмотря на активность госзаказов

Australian media agency ad spend dropped 1.2 per cent year -on-year in July, Guideline SMI data indicates. This was despite an active month for Government advertising, and the Commonwealth Games on Seven. Calendar year -to-date ad spend is up 0.7 per cent compared with the first seven months of last year, with the Government, Automotive Brand and Insurance categories all showing significant growth. The high -profile Census 2026 and Defence Force Recruitment campaigns saw ad spend across the Government category almost double in July compared with the same month last year. The Commonwealth Games on Seven also helped to drive growth in Digital with Streaming Video sites up 28 per cent YoY and Content Sites gained 13.5 per cent. Total Digital growth is so far up 0.4 per cent YoY, although late-reported Digital bookings are expected to strengthen that result after pushing the total market to a 2.2 per cent increase in June compared with the same month last year. April has been the only month to show a year -on-year ad spend decline in 2026 after pre – Federal election advertising boosted ad revenues in the comparison period. Total Broadcast Television fared relatively well in July, tracking just 3.8 per cent behind the same month last year, with Metro TV back 4.1 per cent YoY and Direct Pay TV up 22.8 per cent. Outdoor gained 1.6 per cent YoY, due to increases in Posters/Billboards, Retail Outdoor and Digital Place -Based Outdoor. Radio was up 3.3 per cent, and Magazines surged 15.8 per cent YoY off a relatively small base. However, Newspapers were back 16.1 per cent and Cinema slipped 41.7 per cent. This was despite Christopher Nolan’s film The Odyssey being played in Cinemas for half of the month. These numbers should rise in August, considering the new Spiderman film hit screens on July 31.