Advertising Market Dips 5.2% in September

Australia's advertising spend fell year-on-year in September 2026, though the year-to-date total remains slightly higher than in 2025.

Updated on Nov. 3, 2026 in Advertising

Isometric editorial illustration of rolled newsprint and a tapering ribbon above a small pile of coins on a slate surface, evoking a market that has softened. — Australia's advertising market fell 5.2 per cent year-on-year in September 2026, though the year-to-date total remains 0.8 per cent above 2025 levels. AI Illustration. Upload story photo >

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Australia's advertising market declined 5.2 per cent year-on-year in September 2026, according to Guideline SMI data. The market is still up 0.8 per cent for the calendar year to date compared with the first nine months of 2025.

Why it matters

The mixed results across media channels show advertisers shifting spend unevenly during a period of inflation and interest rate pressure. Planned spend for October and November is tracking above 2025 levels, excluding Digital, which may signal steadier demand ahead.

Outdoor advertising rose 9.9 per cent and Magazines rose 8.1 per cent year-on-year in September 2026, while Broadcast Television fell 13.8 per cent, Radio fell 6.3 per cent and Digital fell 4.9 per cent. Whether these channel shifts reflect a lasting change in advertiser allocation has not yet been established.

The details

Total advertising spend increased in seven of the first nine months of 2026, and August showed 3.0 per cent year-on-year growth before September's decline. Newspapers fell 10.3 per cent and Cinema slipped 0.5 per cent in September 2026.

August 2026: Advertising market grew 3.0 per cent year-on-year.
September 2026: Advertising market fell 5.2 per cent year-on-year.
October and November 2026: Planned and past spend is tracking above 2025 levels, excluding Digital.

Market Landscape

The Guideline SMI series shows Australia's advertising market growing in most months of 2026, with September's 5.2 per cent fall marking a sharp break from that pattern. Advertisers appear to be reallocating budgets between channels, with Outdoor and Magazines gaining while Broadcast Television and Newspapers lose ground.

Shifts in advertising spend between channels can influence which media outlets stay financially viable and how many ads consumers encounter on television, in print and online. Businesses planning their own marketing budgets may watch the October and November spending trend when setting campaign priorities.

The takeaway

Monthly advertising figures can swing sharply, so a single weak month does not necessarily signal a sustained downturn. Tracking year-to-date totals and channel-level movements gives a clearer view of where advertising demand is heading.