NIELSEN // Throughout the 2018 financial year (July 2017-June
2018), 50 percent of total Australian advertising spend was made up
by the top five industries. The travel sector, ranked third,
recorded the biggest boost in ad spending – up 21 percent on the
previous financial year.
These travel advertising campaigns appear to have resonated with
consumers. The number of Australians intending to travel
domestically within the next six months has increased by 4.6
percent, and internationally over the next 12 months has increased
by 2.9 percent versus the previous year.
Media spend for the travel industry has been steadily growing
over the past five years, largely driven by the travel agent
category. And, the number of individuals who have booked their
holidays via an online travel agent is up significantly over the
past year (+17 percent); while the number of travellers who have
phoned a travel agent to make a holiday booking has grown by 7
percent. The number of travellers who have visited a travel agent
in-store to make a booking declined slightly by -1 percent.
In the past 12 months, the highest travel ad spend was allocated
to print media – consistent with our research that one-in-three
readers within the travel print audience (those who read the travel
section/insertions within print, travel related magazines) intend
to travel overseas in the next 12 months whilst 44 percent intend
to travel domestically in the next 6 months.
Other industries that increased their media spending included
the retail sector; ranked in first place with annual advertising
spend up by 4 percent to reach just under $2 billion in total.
Retail’s performance was driven by increases in spending across
in takeaway outlets and restaurants (+11 percent) as well as
department stores and shopping centres (+9 percent). The motor
vehicle industry was ranked second, spending just short of $1
billion – down 5 percent on the previous financial year.
By Rose Lopreiato, Commercial Analyst – Ad Intel
Source: FS – All-Hotels-Blogs
Travel ad spend increases as more Aussies plan holidays over the next 12 months