WELLINGTON: Advertising revenue across all main media in New Zealand was down slightly in 2008 to $2.317 billion , according to figures from the Advertising Standards Authority today.
This compares with the 2007 total of $2.335 billion.
The turnover includes data from newspapers, television, radio, magazines, outdoor, cinema, addressed mail, unaddressed mail and interactive media.
Hardest hit were newspaper revenues, down 8 percent to $760m, from $826m in 2007. Their share of the market dropped from 35.4 percent to 32.8 percent.
Internet advertising revenue rose nearly 43 percent to $193m from $135m in 2007. Its market share of advertising revenue rose from 5.8 percent to 8.3 percent.
Television ($647m), radio ($268m) and magazines ($249m) revenues remained similar to previous years.
The figures reflected what people already knew and the significant growth in the online market, said Derek Lindsay, media representative for the Communications Agencies Association.
Clients were getting used to online advertising, which was more accountable and measurable.
The drop in newspaper revenue reflected a drop in classified and display advertising and also a drop in property, car and job advertising.
Retailers were also using print less and major advertisers were taking out smaller advertising spaces, he said.
Since 1999 total advertising revenue has risen from $1.42 billion in 1999 to $2.317b in 2008, but newspapers' share of revenue had slipped from 39.8 percent to 32.8 percent and television slipped from 34.3 percent to 27.9 percent.
Interactive figures started in 2003 and have risen from 0.4 percent to 8.3 percent in 2008.