New Zealand Advertising Market Outlook

Digital is finally leading the New Zealand advertising market, forecast to reach $2.7bn total expenditure by CY21.

Diane Montupet · Venture Insights1 October 2016Period: CY16-CY218 min read

Last updated 10 June 2026

1.9%↑

Forecast AdEx CAGR (CY16-21)

53%↑

Digital share of total advertising market (CY21)

Locked

+1more stats

Companies covered:NZMEFairfax New ZealandTVNZMediaWorksSky Television NetworkGoogleFacebookSamsung

Abstract

This report analyzes the New Zealand advertising expenditure (AdEx) market, forecasting a 1.9% CAGR to reach $2.7bn by CY21. The market is undergoing a structural shift as digital advertising, which represented 33% of the market in CY15, is projected to skyrocket to 53% by CY21. While terrestrial TV remains popular, its share is declining, and traditional print is facing a steep contraction. The analysis covers yield performance, broadband rollout impacts, and segment-specific forecasts for TV, Radio, Print, and Outdoor.

Key Takeaways

The New Zealand advertising market is forecast to grow at a 1.9% CAGR to reach $2.7bn by 2021.
Digital advertising has overtaken TV as the largest channel and is projected to reach a 53% market share by 2021.
Print media faces the steepest decline in the market with a forecast negative CAGR of 8.1% through 2021.

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Frequently Asked Questions

The market is growing at a 1.9% CAGR and is expected to reach $2.7bn by 2021. While total growth is modest, the underlying shift from traditional to digital channels is profound.

Digital advertising will account for 53% of the total market by 2021, a significant increase from the 33% share recorded in 2015. This segment is expanding at an 8.9% CAGR, fueled largely by the rapid growth of mobile advertising.

Print media faces the most severe decline with a negative CAGR of 8.1% through 2021. Television advertising is also contracting at a 1.8% CAGR as audiences migrate toward digital and SVOD platforms.

Radio remains a stable outlier in the traditional media landscape, maintaining a consistent 10-11% market share. It is forecast to grow at a modest 0.5% CAGR, outperforming both print and television.

New Zealand Advertising Market Outlook

Abstract

Key Takeaways

Frequently Asked Questions

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