Question 1

Is the Australian advertising market actually growing or just recovering from the pandemic?

Accepted Answer

The market is entering a sustained growth phase with a 3.7% CAGR projected through FY29, reaching a total value of $26.2 billion. Current spending levels already sit 32% higher than pre-pandemic benchmarks, indicating structural expansion rather than simple recovery.

Question 2

Which specific segments offer the highest growth potential for infrastructure and network providers?

Accepted Answer

Out-of-Home (OOH) is the primary growth engine with an 8.8% CAGR, largely driven by the transition to digital screens which will account for 75% of OOH revenue by FY29. Digital advertising remains the largest absolute opportunity, forecast to reach $18.5 billion by the end of the period.

Question 3

How is the shift from traditional broadcast to streaming affecting total media revenue?

Accepted Answer

Total television revenue will stabilize at a 0.6% CAGR as the rapid 18.2% growth in BVOD effectively offsets the 3.0% annual decline in traditional broadcast. Similarly, the 8.9% CAGR in online audio and podcasting is supporting a 2.8% total growth rate for the radio sector.

Question 4

What is the long-term outlook for physical media assets like print and cinema?

Accepted Answer

Physical print continues a structural decline at a -2.9% CAGR, though the remaining titles show increased resilience. Cinema advertising will remain essentially flat with a -0.2% CAGR, constrained by a slow recovery in per capita ticket sales.

Australia Advertising Expenditure Forecast 2024

Abstract

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Abstract

Key Takeaways

Frequently Asked Questions

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