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Government Ad Spend Shifts Dramatically Away From Linear TV
Recent data from the Victorian government reveals a significant decline in linear TV's share of public sector advertising budgets, now representing less than 10% of total media spend. This shift highlights a broader trend towards digital channels in government communications.
What Happened
- •The Victorian government's advertising expenditure on linear TV has plummeted over the last decade.
- •For the 2023-24 financial year, TV comprised only 9.4% of the state's total $103.2 million media budget.
- •This equates to $9.7 million allocated to TV advertising.
- •The data indicates a substantial reallocation of funds away from traditional television platforms.
- •The analysis was published by Mumbrella on 10 March 2026.
Why It Matters for NZ Marketers
- •New Zealand government agencies and state-owned enterprises likely mirror this trend, indicating a need to review their own media channel allocations.
- •NZ marketers should anticipate similar shifts in local public sector tenders, prioritising digital and targeted media expertise.
- •This Australian precedent suggests a diminishing return on investment for broad linear TV campaigns for public messaging in New Zealand.
- •It reinforces the importance of understanding audience consumption habits, which increasingly favour digital platforms over traditional broadcast.
- •Local media agencies must adapt their offerings to reflect this evolving landscape, focusing on data-driven digital strategies.
Strategic Implications
- •Marketers should audit current media mixes, ensuring budgets align with contemporary audience reach and engagement metrics, not legacy channels.
- •Prioritise investment in robust digital analytics to accurately measure campaign effectiveness across diverse platforms.
- •Develop integrated communication strategies that leverage the strengths of various digital channels for targeted messaging.
- •Advocate for agile media buying practices that can quickly adapt to changing audience behaviours and platform performance.
- •Consider the long-term viability of traditional media partnerships in light of declining audience share and escalating costs per reach.
Future Trend Signals
- •Continued erosion of linear TV's market share in government and potentially commercial advertising.
- •Increased emphasis on granular audience targeting and performance marketing within public sector campaigns.
- •Growing demand for media agencies proficient in programmatic buying, social media, and streaming platforms.
- •Potential for greater investment in owned media channels and direct-to-consumer communication strategies.
Sources
Editorial note: This analysis is original, AI-assisted editorial content. All source material is attributed with links. No full articles are reproduced. Short excerpts are used under fair dealing principles.
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