Australian Advertising Market Outlook – September 2022

Total advertising expenditure is forecast to decline by 5.9% in FY24 before a recovery in FY26.

David Kennedy · Venture Insights1 September 2022Period: September 20228 min read

Last updated 10 June 2026

19.4%↑

Total Advertising Expenditure Growth (FY22)

$13,914m↑

Total Digital Advertising Expenditure (FY22)

Locked

+1more stats

Companies covered:GoogleFacebookAmazonNetflixFoxtelThinkTVIABCRAOMASMI

Abstract

This report provides a comprehensive outlook for the Australian advertising market through FY26, analyzing the impact of macroeconomic instability and slowing GDP growth. While the post-pandemic recovery saw a 19.4% surge in FY22 expenditure, the RBA's revised growth forecasts suggest a flattish FY23 followed by a 5.9% contraction in FY24. Digital advertising remains the dominant segment, projected to reach a 69.5% market share by 2026, even as traditional formats like television and print face continued structural declines.

Key Takeaways

Total advertising expenditure is forecast to contract by 5.9% in FY24 as a GDP slowdown reverses recent post-pandemic gains.
Digital advertising reached a 65.5% market share in FY22 and is projected to grow to 69.5% by FY26 despite broader economic headwinds.
Television revenues are expected to decline at a -6.6% CAGR through FY26 due to structural shifts toward SVOD and declining viewer engagement.

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Frequently Asked Questions

No. While FY22 saw a significant 19.4% surge in expenditure, the market is forecast to contract by 5.9% in FY24 as slowing GDP growth reverses recent gains. C-suite leaders should prepare for a flattish FY23 before this contraction takes hold.

Digital video is the primary engine of the online market, with a projected CAGR of 17.2% through FY26. By the end of this period, video will account for 80.1% of all digital display expenditure.

Television faces a sustained structural decline with revenues expected to drop at a -6.6% CAGR through FY26. This shift is driven by declining viewer engagement and a migration of audiences toward SVOD platforms.

Outdoor advertising is the fastest-growing segment in the market, forecast to grow at a 4.7% CAGR between FY22 and FY26. This growth is heavily reliant on modernization, with digital formats expected to reach a 72% share of all outdoor spending by 2026.

Australian Advertising Market Outlook – September 2022

Abstract

Key Takeaways

Frequently Asked Questions

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