Advertising spend figures: Newspapers hanging on

Newspaper Publishers Association president Michael Muir

Newspapers are still a key channel for marketers, latest Advertising Standards Turnover shows.

The annual figures complied by the ASA show ad revenue from newspapers came second only to television, while interactive or internet advertising follows closely behind (see table below).

The IAB has already predicted online ads will overtake print by 2016.

The total New Zealand ad market grew just over 5.1% to $2.274 billion in the year.

Despite worrying drops in audience figures, TV remains where marketers put most of their money – with 27.9% share of the market. Spending on TV ads was lifted from $614 million to $634 million.

Although newspapers held the second spot, their slice of advertising revenue has slipped from 25% to 21.7% of the market. The figures do not include revenue generated by a newspaper’s online offering, as that is counted as online spend.

Digital advertising continued its steady growth with a 20.7% market share, up almost four percentage points on 2012.

Radio, addressed mail, outdoor advertising saw a slight increase in their share of advertising spend, while magazines, unaddressed mail (junk mail) and cinema all have a smaller stake in the market than in 2012. 

Newspaper Publishers Association president Michael Muir says news brands are evolving to remain relevant to consumers in today’s fragmented media market.

“Consumers now have the choice to get their news by paper, on their PC, mobile or tablet device at home, at work or on the go, providing advertisers the opportunity to connect and engage with people in a variety of ways,” Mr Muir says.

He says paid newspapers still have 2.2 million readers every week and this increases to 3.3 million if those who read their newspapers online are included.

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vyoung@nbr.co.nz

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