Travel advertising shining light in struggling market

Travel advertising shining light in struggling market

While the advertising market in Australia struggling due to ongoing Government spending, the travel sector has risen to the top, seeing a growth of over 30 per cent. 

The Government category continues to wildly impact the (Standard Media Index) SMI ad spend figures given the huge increases in ad spend last year due to COVID and pre-Federal election advertising expenditure ahead of the May poll.

New data from the SMI has revealed Government ad spend included the top-line figures show a year-on-year decline of 5.5%.

SMI AU/NZ Managing Director Jane Ractliffe said all media have been badly affected by the trend, with Government ad spend to the Digital media falling 31% in March while for TV the decline is 54.7%; the Outdoor decline is 65% but most affected is Radio where the fall in this category’s ad spend is a huge 70.3%.

However, the report highlighted travel advertising spend is up 32,9 per cent, and along with other traditionally product categories like retail and automotive spending, is continuing to grow.

Travel sub category ad spend trends results (year on year variance – March 23′)

  • Domestic tourism agencies: -11.9 per cent
  • Airlines: +58.6 per cent
  • Travel service/agents: +172.4 per cent
  • Ocean cruise lines: +85.5 per cent
  • Rail/bus/ferries/other: +114.9 per cent
  • Hotels/accommodation: -16.4 per cent
  • Auto rentals/recreational vehicles: -5.8 per cent
  • International tourism agencies: -5.3 per cent
  • Cruise lines/rail/other: +19,464.3 per cent
  • River cruise lines: +89.6 per cent
  • Grand total: + 32.9 per cent

The Western Australian Government recently launched a mega campaign to drive UK tourism to the region, paying top dollar for space on the iconic Piccadilly Circus billboards!

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