Date: May 16 2012
THE $13 billion advertising market continues on its anaemic path this year with April growing 2.2 per cent on April last year and newspapers, magazines and the outdoor sectors all continuing to suffer.
Overall, the amount spent in the mainstream media fell by $68 million to $569 million from March to April, according to figures from research company SMI. The ad market grew by less than half a per cent in the first quarter of the year, from the same quarter in 2011.
The pay-TV industry was one of the best performers, posting 15 per cent growth in April while its free-to-air counterparts experienced slow growth. April was the first month that the $2.9 billion metropolitan TV market grew.
But that was of little comfort for Ten, which has seen its market share fall year on year by 15.5 per cent to a 24.9 per cent share. Seven consolidated its lead with a 42.5 per cent share, with Nine on 32.6 per cent.
Peter Wiltshire, sales and marketing director for the Nine Entertainment Company, said the signs were positive for the TV market, which contracted by 11 per cent in January.
''It's a good sign for things to come. I'm not saying it's going to bounce back to some big double-digit growth figures but there are some good signs out there.''
He said the market was slowly improving month on month and that May was better than April. ''June has a similar trend so to me it feels like it's starting to recover,'' Mr Wiltshire said.
Newspapers continued to experience steep declines, offset partially by strong growth in digital for those news organisations with a strong presence online.
But the figures will do nothing to assuage fears that the overall market will contract. Earlier this week the research arm of media buying group MagnaGlobal revised its forecast down from 1.5 per cent growth for 2012 to 1.3 per cent decline.
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