NZ AdSpend 2024

The NZ Advertising Expenditure numbers for 2024 are now available. We weren't expecting too much, given the gloom and doom surrounding last year, so there weren't too many surprises.

The total NZ Advertising Revenues for 2024 were, according to the NZ Advertising Standards Authority, 3.592 billion dollars, up 6.9% from 2023. And 67.4% of that 2024 total was Digital Advertising, accounting for 2.422 billion dollars.

Total Revenues

If we look at changes year-on-year (2024 vs 2023), by medium, here's what we find:

	YOY Change
Total Digital	up 14.6%
Television*	down 11.2%
Newspapers*	down 13.2%
Radio*	up 0.3%
Magazines*	down 9.7%
Out-of-Home	up 7.6%
Addressed Mail	down 13.8%
Unaddressed Mail	down 18.8%
Cinema	up 11.1%

*Excluding Digital

Splitting out Advertising Expenditure by medium, here's what's happened over time:

Digital

The total Digital Advertising revenues for 2025 can be broken down into Digital Only ($2.171 billion) and:

Television Digital: $97 million
Newspapers Digital: $109 million
Radio Digital: $17 million
Magazines Digital: $28 million

Television

The news headlines during 2024 painted a grim picture of a medium in decline, and the steep drop in ad revenues over the last couple of years simply reinforced that reality. In 2024, total reported TV adspend (excluding digital) was below 400 million dollars for the first time in a very long time.

As noted above, a further $97 million was spent on Digital Television Advertising. If we examine just Digital Television Revenues, here's what we see:

As the major TV broadcasters have already identified, there is definitely potential for more growth in digital television advertising revenues.

Newspapers

Much of the decline in newspapers' print-based ad revenues happened between 2012 and 2019. Revenues showed some growth post-Covid, but then levelled off. 2024 saw a 13.2% decline vs 2023.

A further $109 million was spent on Digital Newspaper Advertising. And if we look at just Digital Newspaper Ad revenues, this is the pattern:

Radio

Radio is the only major traditional medium to have maintained a steady revenue stream over the last dozen years (with the inevitable exception of Covid-wracked 2020).

Just $17 million was spent on Digital Radio Advertising.

Magazines

Magazines took a significant hit during Covid, resulting in several ownership changes (including the exit of Bauer from the NZ market). The industry has yet to regain momentum.

$28 million was spent on Digital Magazine Advertising in 2o24.

Out-of-Home

Out-of-Home (OOH) has seen steady growth over the post-Covid years, driven largely by the widespread move to Digital Out-of-Home (and the consequent removal of many of the traditional barriers to OOH advertising, such as the time and cost required to create physical billboard materials).

The figures above include both Digital Out-of-Home and Traditional Out-of-Home Advertising.

Addressed Mail

Addressed Mail (i.e. individually-addressed mailing pieces) has seen a steady decline over the last decade, as postal mail has seen its own volumes decrease in favour of the many digital messaging alternatives. 2023 saw a spike, but 2024 expenditure dropped 13.8% -- we suspect that was more because of economic conditions than anything else, as Kiwi consumers held onto their pennies in the hope of better times ahead.

Unaddressed Mail

The largest adspend drop in 2024 (down 18.8%) was suffered by Unaddressed Mail (i.e. letterbox fliers). In our view, this was another casualty of the economic reality of 2024, which saw both a decline in consumer expenditure and cutbacks by large retailers (traditionally the largest users of Unaddressed Mail).

Cinema

Cinema advertising saw some growth in 2024 vs 2023 -- not a lot in actual dollar terms (just an extra one million dollars) -- but encouraging nonetheless, as Hollywood has been fighting off the cumulative effects of Covid, the Writers and Screen Actors Guild Strike and the AI-driven Digital Video threat. Film production pipelines are finally recovering, so cinema advertising should benefit as more blockbuster movies make their way into the theatres.

Stay Up-to-Date

If you find this update useful and want to stay up-to-date with the latest developments that matter for the New Zealand marketing community, check out our courses:

NZ DIGITAL MARKETING ESSENTIALS 2025

The "Digital Marketing Essentials 2025" course is designed to equip experienced Kiwi marketers with the knowledge and skills required to stay relevant in an ever-changing digital landscape. This comprehensive ten-module course helps marketers deepen their expertise in essential digital marketing areas, from harnessing AI-powered tools to mastering privacy-first targeting strategies. Participants will leave equipped not only to keep pace with the rapidly evolving digital environment but to leverage change as a competitive advantage.

Digital marketing now represents 67.4% of the total advertising dollars spent in New Zealand annually, making these skills crucial for marketing professionals. Through practical modules covering everything from AI-powered marketing strategies to advanced search techniques and social media evolution, participants will develop the capabilities needed to thrive in today's AI-driven marketing landscape.

VIEW COURSE DETAILS HERE:
https://netmarketingcourses.co.nz/courses/nz-digital-marketing-essentials/

--

PRACTICAL DIGITAL MARKETING FOR NZ SMALL BUSINESS

The "Practical Digital Marketing for NZ Small Business 2025" course is specifically crafted for Kiwi small business owners who want real, practical results from their digital marketing efforts. This comprehensive fourteen-part online training course addresses the unique challenges faced by small businesses in New Zealand, including a smaller market, tight budgets, limited time, and competition from both local and international players. The course transforms these potential limitations into advantages by teaching practical, proven strategies tailored specifically for the New Zealand market.

From mastering local SEO and creating content that resonates with Kiwi audiences to implementing automation and AI tools that save precious time, each lesson builds on the last to create a complete digital marketing system. The course cuts through the overwhelming world of digital marketing to deliver exactly what small business owners need to know, with no fluff, no complicated jargon, and no strategies that only work for huge corporations with massive budgets. By the end, participants will have a clear digital marketing strategy tailored to their specific business and local market, practical skills to manage their online presence effectively, and the confidence to choose and use the right digital tools for their needs.

VIEW COURSE DETAILS HERE:
https://netmarketingcourses.co.nz/courses/practical-digital-marketing-for-nz-small-business-2025/

AI FOR MARKETERS

The "AI for Marketers" course is a comprehensive ten-part online training program designed to help marketers harness the revolutionary power of artificial intelligence in their marketing strategies and activities. This course demystifies AI technology and transforms it into a trusted partner for marketing professionals, enabling them to multiply their marketing effectiveness, deliver personalized experiences at scale, predict consumer behavior, and seamlessly integrate AI into their marketing efforts. Participants will not only understand AI but learn how to leverage it to boost productivity, reduce costs, and deliver superior customer experiences.

From understanding AI basics to mastering prompt engineering, productivity tools, content creation, design, video production, search optimization, social media enhancement, email marketing, and AI agents, this course covers the full spectrum of AI applications in marketing.

VIEW COURSE DETAILS HERE:
https://netmarketingcourses.co.nz/courses/ai-for-marketers/

--

AI FOR ADVERTISING PROFESSIONALS

The "AI for Advertising Professionals" course is a comprehensive ten-part online training program specifically designed for advertising professionals working in agencies, independents, freelancers, or client-side roles. This hands-on course demystifies artificial intelligence and makes it accessible to New Zealand marketers and advertising professionals who want to leverage AI to enhance their effectiveness. Developed by a veteran New Zealand advertising professional with decades of experience in both traditional and digital marketing, this course provides practical, actionable knowledge on how AI can transform creative and communications processes.

From prompt engineering to content creation, design, video, audio, search optimization, social media, email marketing, media buying, and AI agents, this course covers the full spectrum of AI applications in advertising. Each lesson combines theoretical knowledge with practical applications, recommended action steps, and exercises to ensure participants can immediately implement what they learn. The course is structured to accommodate busy professionals, with weekly lesson releases and 24/7 access that allows participants to learn at their own pace with no time limit to complete the course.

VIEW COURSE DETAILS HERE:
https://netmarketingcourses.co.nz/courses/ai-for-advertising-professionals/

--

NZ PUBLIC SECTOR DIGITAL MARKETING & COMMUNICATIONS 2025

The "NZ Public Sector Digital Marketing & Communications 2025" course is a comprehensive online training program specifically designed for marketing and communications professionals working in New Zealand's public sector. This future-focused curriculum addresses the unique challenges faced by government agencies in an evolving digital landscape, where new platforms, changing citizen expectations, and increasing pressure for transparency are reshaping public engagement. The course cuts through the noise to deliver strategic, practical training tailored to the specific needs of central government, ministries, crown entities, and public bodies.

This ten-part online course equips participants with advanced skills to navigate compliance requirements, streamline approvals, and deploy cutting-edge digital tactics that resonate with citizens and stakeholders. From AI-powered marketing strategies and next-generation content creation to social media evolution and data-driven measurement frameworks, the curriculum provides a complete roadmap for public sector professionals to build authentic engagement, leverage analytics effectively, create inclusive strategies, and manage risk and reputation in the digital age.

VIEW COURSE DETAILS HERE:
https://netmarketingcourses.co.nz/courses/nz-public-sector-digital-marketing-communications-2025/

--

NZ DIGITAL MARKETING ESSENTIALS FOR LOCAL GOVERNMENT 2025

The "NZ Digital Marketing Essentials for Local Government 2025" course is specifically designed for New Zealand council marketing and communications professionals who need to navigate the unique challenges of digital marketing in the public sector. This comprehensive ten-part online training program balances core digital marketing principles with council-specific considerations, compliance requirements, and public sector best practices. The course equips participants with the knowledge and skills required to stay relevant in an ever-changing digital landscape, helping local government professionals communicate effectively with residents and ratepayers while managing the challenges of emerging trends, technologies, and regulatory shifts.

From AI-powered marketing strategies to next-generation content creation, advanced search marketing, and social media evolution, this course covers all essential aspects of digital marketing tailored specifically for local government needs. Participants will learn how to develop effective digital strategies that address the unique challenges of council communications, including political neutrality, compliance with government regulations, crisis communications, and community engagement. By the end of the course, participants will be equipped not only to keep pace with digital marketing trends but to leverage change as a core strategic advantage in their council roles.

VIEW COURSE DETAILS HERE:
https://netmarketingcourses.co.nz/courses/nz-digital-marketing-essentials-for-local-government-2025/

Join Our Newsletter

At the very least, join our newsletter. You'll find it here:

https://marketingmonitor.substack.com/