Advertising Revenue over 2.1 billion dollars in 2010

The Advertising Standards Authority (ASA) today reported that advertising revenue across all main media was 2.137 billion dollars for the 12 months ended 31 December 2010. The 2009 total was 2.045 billion dollars.

The turnover includes data from newspapers, television, radio, magazines, outdoor, cinema, addressed mail, unaddressed mail and interactive media.

The advertising industry annual turnover statistics are made available through the Advertising Standards Authority.

The members of the ASA are:

Association of New Zealand Advertisers, Communication Agencies Association of New Zealand, Interactive Advertising Bureau, Letterbox Media, Magazine Publishers' Association (Inc), Newspaper Publishers' Association of New Zealand (Inc), New Zealand Cinema Advertising, New Zealand Community Newspapers Association, New Zealand Marketing Association (Inc), New Zealand Post, New Zealand Television Broadcasters’ Council, Outdoor Media Association of New Zealand, Pay TV Group and Radio Broadcasters’ Association (Inc).

(The full summary table is here)

NEW ZEALAND ADVERTISING INDUSTRY TURNOVER
Explanatory notes for the year ended 31 December 2010

Newspapers: This figure includes all cash revenue, including agency commission, excluding  GST from all daily, Sunday and community newspaper titles in New Zealand. The revenue includes display, retail, classified and insert advertising. The figures  are sourced from the member newspapers of the Newspaper Publishers’  Association of New Zealand and the Community Newspapers Association of New  Zealand. NOTE: Newspapers advise the figure reported is not a comparative  measure with other main media which derive the majority of their revenue from  National and Retail advertising sources.

Television: This figure includes all cash revenue, including agency commission, excluding GST from free to air (including Prime) and pay television. The figures are  independently collected for ThinkTV and reported to the ASA as a total revenue figure.

Interactive: The online advertising expenditure figure is based on gross amounts charged to advertisers and inclusive of any applicable agency commissions. The 2010 figures include Display Advertising which includes banners, buttons, skyscrapers, rich-media, streaming advertising, email, online video and other forms of interactive Display advertising; Classifieds, which includes revenues from ads placed to buy or sell an item or service and Search & Directories Advertising which includes revenues from online Directories and search engine listings. The figures are supplied via PwC, an independent auditor on behalf of the Interactive Advertising Bureau (IAB NZ). For further info visit www.iab.org.nz

Radio: This figure includes all cash revenue, including agency commission, excluding  GST from members of the Radio Broadcasters Association (RBA). Actual returns  comprised 98% of the total radio advertising revenue for 2010. The total also  includes an estimate for non-RBA members, iwi and student radio based on  direct industry knowledge and projections based on market share. The figure is sourced from the Radio Broadcasters Association.

Magazines: This figure includes cash revenue, including agency commission, excluding GST from the majority of members of the Magazine Publishers Association (MPA). For some MPA member and non-member publications, an estimate has been made. The figure does not include revenue from classified advertising. It is estimated that MPA members represent 65% of magazine advertising revenue in New
Zealand. The figure is sourced from the Magazine Publishers Association. 

Outdoor: This figure includes all cash revenue, including agency commission, excluding  production, installation and GST from members of the Outdoor Media Association of NZ (OMANZ). The revenue data is independently collected for OMANZ. The figure also includes actual returns from four other companies involved in outdoor or ambient advertising.

Unaddressed Mail: This figure includes all cash revenue excluding GST, from the letterbox media companies. These companies are Reach Media and PMP Distribution. The revenue recorded is drawn from the cost of delivery. This total represents 95 % of the unaddressed mail advertising revenue in New Zealand.

Addressed Mail: This figure is an estimate based on the cost of delivery only. It does not include production or associated costs. It is compiled using volume and expenditure estimations from Nielsen Media Research’s MailPix system. The Nielsen estimations (at standard postage rates) are validated and adjusted using New Zealand Post’s own volume and expenditure data taking discounting into account to produce the final market revenue estimation. The figure is sourced from New Zealand Post.

Cinema: This figure includes all cash revenue, including agency commission, excluding GST from the two major companies involved in cinema advertising in New Zealand.