As we wrote recently, SMI data shows the country’s top 15 media agencies are spending much more on digital than print, while TV maintained its place at the top with $412 million of the total $882 million. So how does that compare to other markets?
Tristan Masters, SMI’s global director, analytics, says Australia and New Zealand are well in line, with TV still taking the lion’s share, digital on the rise, newspapers and magazines down and outdoor and radio both increasing their share, but the large chunk of TV and digital in the US is because the agency market is more highly concentrated towards those mediums.
