New Zealand’s Ad market worth $2.17bn in 2010 and online gets a bigger slice

17 03 2011

The Advertising Standards Authority (ASA) today reported that advertising revenue across all main media was 2.137 billion dollars for the 12 months ended 31 December 2010. The 2009 total was 2.045 billion dollars.
The turnover includes data from newspapers, television, radio, magazines, outdoor, cinema, addressed mail, unaddressed mail and interactive media.

The big news was the movement of online advertising from 5th place up to 3rd in share of spend.

From the IAB – Online advertising has achieved a 12% share of total advertising spend in New Zealand moving up from fifth spot in 2009 to be the third largest medium in 2010.

Apart from Online and Television, all other media either lost market share or remained stagnant with Radio and Magazines slipping into 4th and 5th places respectively.
Liz Fraser, IABNZ Chair says, “Reaching the number three position in advertising industry turnover a year ahead of our own expectations might be considered a historic milestone for New Zealand’s digital sector. Contain your excitement for future reports, I reckon, because history will show that we’re only just warming up. The upside is huge and many opportunities lie untapped. The vibrations in agency land are good and strong and as they continue to bring new creative approaches to what is still a nascent medium, then we can reasonably expect additional quantum growth – 25 percent for 2011 isn’t out of the question.”

The full table showing ad spend by media is available on the ASA website by following this link: http://www.asa.co.nz/industry_turnover/media_turnover_with_explanatory_notes_2010%20final%20.pdf

 

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