Survey: Media agencies expecting spend from clients to return in September


• The Pulse Survey was conducted among the IMAA’s 31 members in June

The Independent Media Agencies of Australia (IMAA), has launched its inaugural Pulse Survey which found that more than a third of independent media agencies expected media spend to increase from their clients from September.

The COVID-19 pandemic has seen client spend contract in the majority of media agencies, however, the majority are confident that spend will return, with another 20% saying spend will resume this month.

The Pulse Survey was conducted among the IMAA’s 31 members in June to gain insight into the mindsets of independent media agencies on current market conditions and views towards media owners. The survey will be conducted twice a year among members.

Almost four in 10 independent media agencies saw their revenue impacted by up to 50% during the pandemic. Another 18% of agencies had a 50-70% revenue impact to their business, while 20% saw only a 10-20% revenue impact.

“The IMAA survey results provide highly valuable insights for our media partners on how they are positioned in terms of relationships, innovation, data, etc.  The feedback to date has been very positive,” the IMAA said.

IMAA members were also asked about plans to return to offices and resume face to face client and media owner meetings. The majority (37.1%) said client meetings would return from this month, with 28.6% saying media owner meetings would also resume this month.

The majority of agencies also said staff would return to offices from June and July.

See also:

• How one Sydney indie media agency is riding out Covid-19 impact
Angie Smith: “The year is not what we thought it was going to be”

• Independent media agencies launch IMAA, Dominic Pearman chair
Group invests $2.5b+ between them in advertising expenditure

 • Media spending and COVID-19: Buying & selling in year of upheaval
Podcast with IMAA’s Dominic Pearman and Nine’s Michael Stephenson

Top Photo: Members of the IMAA

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