Australian independent media agencies are anticipating a rise in advertising expenditure for the 2025–26 financial year, according to the latest Indie Census from the Independent Media Agencies of Australia (IMAA).
The annual census, released on 28 May, gathered responses from 157 agencies nationwide, offering insights into industry sentiment, channel expectations, and business plans for the year ahead.
Revenue growth signals industry momentum
The data reveals that 77% of IMAA members expect advertising spend to either increase or remain flat in FY26. Notably, 32% predict a year-on-year increase of up to 10%.
This aligns with growing agency billings, as nearly two-thirds now report annual revenues above $11 million. The proportion of agencies billing between $30 million and $50 million doubled in the past year to 16%.
Media channels poised for expansion
Growth is expected across several media channels, particularly in connected TV/BVOD, programmatic out-of-home (OOH), podcasts, digital video, and social media.
Almost 70% of respondents forecast up to 25% growth for CTV/BVOD, while over 60% anticipate similar growth for audio and podcasts. Programmatic OOH is becoming a standard inclusion, with three in four agencies adding it to media plans.
Recruitment plans indicate confidence
Recruitment is also trending upwards. More than 70% of indie agencies plan to increase staff numbers, with 60% looking to add up to five employees.
Strategically, just over half (50.92%) of agencies reported a unified approach to audio planning and buying, spanning broadcast radio, streaming, and podcasts. Meanwhile, 60.1% intend to manage retail media buying directly, reflecting continued diversification in buying responsibilities.
Challenges in content and measurement
Digital branded content and measurement solutions remain challenging areas. Agencies cited budget constraints, ROI considerations, and lead times as obstacles to branded content, while education and cost were major factors affecting uptake of advanced measurement tools.
AI and privacy are top considerations. A majority (57%) use AI to streamline operations or improve campaign outcomes. Privacy is a critical factor for nearly 74% of agencies when selecting publishers or platforms.
Sector outlook remains optimistic
Sam Buchanan, CEO of the IMAA, said: “Our latest Indie Census is demonstrative of the buoyancy in the national indie media agency sector. Despite the cost-of-living crisis and reduced consumer spending, our members continue to feel positive about advertising spend and business growth, reflecting the overall state-of-play in the indie agency landscape.”
Sam Buchanan
More information about the 2025 Indie Census can be found at theimaa.com.au.