澳大利亚广告支出达到2022年6月的记录水平：SMI

澳大利亚的媒体代理市场从19 COVID-19的流行病中变得更加强大，更有信心，SMI的财政年度末期支出揭示了创纪录的广告支出水平在6月的6月季度和2021/22财政年度。

Total June ad spend lifted 0.4% from last year’s record level to a new record level of $775 million, which in turn fed into a 7.1% increase in June quarter ad spend to a record $2.26 billion ($150 million on Q2 2021) and calendar year growth of 10.6% to a record $4.2 billion.

SMI ANZ董事总经理Jane Ractliffe表示，所有这些都取得了2021/22财政年度的非凡成果，总代理商比林斯在上一财年增长了11亿美元，达到88亿美元，占14.5％的增长。

她说：“最新的SMI财政年度广告支出详细信息证实，澳大利亚市场已经超出了Covid时期，而本财政年度的总支出目前为6.4％或5.28亿美元，比2018/19预先的2018/19阶段大。”

“数据还确认了澳大利亚代理商广告支出的持续增长，可以说明年的市场规模达到90亿美元，在过去十年中增长了35％以上，或增长了23亿美元（自2011年/12）。”

拉克利夫（Ractliffe）表示，当政府类别的广告支出被删除以使所有联邦选举的数据正常化时，财政年度的记录也保持不变，基于此基础，广告支出的总增长仍增长了7.4％。

Ractliffe also said the SMI data proved the Australian and NZ markets were also more resilient in June than their global counterparts, with NZ also reporting a small increase in June ad spend (0.2%) while in contrast, SMI’s US data has just revealed the first decline in that market in 22 months (-3% YOY); while in Canada the market fell 4% in June and in the UK the decline was 13%.

她说：“显然，我们地区的广告商对未来的广告商比北半球的广告商更有信心，因为他们继续对媒体投资进行大力投资。”

在澳大利亚，今年的关键产品类别趋势显然是政府广告支出的惊人增长，总价值从上一财年增长了2亿美元，达到超过5.5亿美元，超过了汽车品牌类别，成为我们市场的第二大市场。

Another key trend has been the return of Travel category ad spend, with the total growing by 31% this financial year and continuing to lift its ranking each period such that by the month of June Travel emerged as the market’s fourth largest, up 36.6% year-on-year.

在主要媒体中，独立数字媒体报告说，6月和整个财政年度的最高收益（10.9％和25％），视频媒体在本财政年度增长了7.7％，Audio Ad支出增加到11.2％，新闻媒体广告支出提高到3.3％；杂志收入增长了5.7％，电影广告支出在本财政年度增加了一倍以上，达到5930万美元。

“While all the traditional media are continuing to grow their Digital-related ad spend, it’s clear the biggest change of the COVID pandemic has been the further growth of the standalone Digital media with total ad spend moving to standalone Digital since the FY 2019/20 period now just above $900 million,” Ractliffe said.