Question 1

Is the Australian advertising market fully recovered from the pandemic downturn?

Accepted Answer

The market achieved a full recovery in FY21, surging 16.3% to reach A$17.7 billion and reversing the 6.8% decline seen in FY20. Growth is expected to stabilize at a 5.4% CAGR through FY25, driven primarily by the digital transition.

Question 2

Which digital segments are driving the most growth for media companies?

Accepted Answer

Digital video is the standout performer with a forecast 17.3% CAGR, fueled by 5G adoption and OTT consumption. Total digital advertising expenditure reached A$11.34 billion in FY21 and is projected to account for 69.9% of all ad spend by 2025.

Question 3

How are traditional television and print media performing in this environment?

Accepted Answer

Print media is in terminal decline, with newspapers and magazines facing a combined -20.4% CAGR through FY25. While linear television is under pressure, Broadcaster Video on Demand (BVOD) is a critical hedge, growing at a 23.3% CAGR to offset traditional losses.

Question 4

What is the outlook for physical advertising formats like outdoor and cinema?

Accepted Answer

Outdoor advertising is positioned for a 9.4% CAGR recovery as programmatic digital assets expand and public mobility normalizes. Cinema remains the most challenged segment, forecast to contract at an -8.9% CAGR due to shifting distribution models and venue disruptions.

Australian Advertising Market Outlook 2021

Abstract

Key Takeaways

Frequently Asked Questions

Unlock the full report

Free

Lite

Team