Credit: Hannah Wright via Unsplash
Data on media agency ad bookings for March, available to SMI Guideline subscribers but not yet made public, reveal a healthy positive trend.
The numbers show bookings just in the negative, at less than 2%, with more numbers to come from late digital spend.
Analysts see the final count above the line, in the 2% to 3% range, and should keep the calendar year-to-date in positive territory.
And April will be swollen by political party ad spend with the federal election called in the closing days of March.
Guideline SMI’s ad spend data showed ad demand back 0.5% in February. But that’s with revenue from the government category up 46%
Digital advertising spend has been a feature of the national poll, now being tagged as Australia’s first social media-led election.
More than $36 million was spent on digital election advertising over the three months to April 25, according to online political database WhoTargets.Me.
The total spend on Google and Meta from 3,649 political advertisers was $36,951,401.
The Labor Party spent $9,135,794, followed by the Liberal Party ($8,930,148) and Clive Palmer’s Trumpet of Patriots ($6,627,935).
Climate 200 and independent candidates spent around half the amount ($5,203,001) of the Labor Party’s combined pages.
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