Renewed vigour in TV ad market: “Definitely a recovery happening”
The television advertising market is said to be in a for “a big nine months” as a recovery in ad spend across the medium is predicted.
Mat Baxter of Universal McCann
Latest figures show a pickup of 2% for the first time in two years, according to the Standard Media Index
"There's definitely some renewed vigour in the general market, and I definitely think we're in for a big nine months," said Peter Wiltshire, group sales and marketing director of Nine Entertainment Co.
"The market has experienced a tough couple of years and I get the sense there's definitely a recovery happening."
The upsurge is believed to be pegged in part to the forthcoming federal election, according to Seven West Media chief sales and digital officer Kurt Burnette.
"There's no question April is stronger and May is looking to continue the strong trend," Mr Burnette said. "It's a host of (advertiser) categories as well; it's not one single area. I'm sure government is playing a part in it, but it's not the lead piece," he said.
Chief executive of Universal McCann agency, Mat Baxter said the market is more buoyant than it was, and that it would continue to be the case moving towards the election.
"Most clients don't want to be on air during an election so that's going to help to move campaigns to the earlier part of the year,” he said.
“ I think that's definitely giving quarter two a bit of a bump in that respect. April through September will see an increased level of clients trying to get activity away to beat the September election."