Media Buying Agencies in Australia - Market Research Report (2014-2029)

Safety net: Growth in online advertising is forecast to offset declining print and TV demand

This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.

Advertising activity and demand for media planning services largely drive the Media Buying Agencies industry's performance, which meant that the industry was very vulnerable to the effects of the COVID-19 outbreak. A sharp downturn in 2019-20 and 2020-21 in advertising budgets flowed through to the industry, tanking industry-wide turnover and weighing on profit margins. These trends contributed to revenue declining at an annualised 3.2% over the past five years to $1.6 billion, including an anticipated rise of 1.0% in 2023-24. Surging inflation during the 2022 calendar year weighed on the industry's recovery as pandemic restrictions eased and household spending trended upward. The uncertainty that this period induced is reflected in steep fluctuations in business confidence since 2019-20, which has disincentivised many downstream clients to ramp up their advertising spending.

Industry operators primarily conduct media planning and buying activities. These activities include determining the optimal method of promoting client products and services in print or broadcast media, and negotiating and purchasing advertising space or time. Industry revenue refers to revenue received from media buying activities and services rather than client billings.