The economic, employment and business value of advertising
A comprehensive report examining the value of advertising to the Australian economy, and how it can be used by business and government to achieve strategic objectives.
Commissioned by
Supported by
ECONOMIC IMPACT
The advertising industry contributes a substantial $53bn in value to economic growth. Driving competition and innovation, advertising has the power to improve market efficiency and deliver direct price benefits to consumers. It generates growth across sectors and creates valuable employment opportunities.
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What’s in the Full Report
01
The value of advertising to the economy
- How advertising delivers economic benefits
- The econometric analysis
- Costs of advertising
02
Employment impact of advertising
- Direct and supply chain employment
- Advertising-supported industries and occupations
03
Advertising impact on business success
- Role of advertising in corporate strategy
- Advertising as an investment in brand
- Social benefits of advertising
Key Findings
Watch our short video for the report’s key findings and highlights.
John O’Mahony
Partner, Deloitte Access Economics, Australia
This report quantifies the economic impact of advertising on the Australian economy. Advertising promotes competition and innovation and this, in turn, supports economic growth – delivering a $53 billion impact in 2022.
Josh Faulks
CEO
Advertising is responsible for contributing a staggering $53 billion to the nation’s economy, outpacing many other industries on a per capita basis. The importance of our industry to a prosperous Australian economy cannot be understated.
Sophie Madden
CEO MFA
Advertising is as a major driver of job creation, with our industry employing over 153,400 Australians and this report is further proof of how our industry plays a significant role in the economy, as well as for our clients, businesses and society.
Tony Hale
CEO ACA
Megan Brownlow
Board Director and Principal, Housten Consulting
Growth in Economic Impact
%
Growth in advertising’s economic contribution since the first edition of Advertising Pays.
%
Growth in advertising’s economic contribution since the first edition of Advertising Pays.
Economic Value
Economic impact on GDP
Advertising contributes $53 billion (or 2.1%) of GDP.
Spent on advertising
$17.7 billion spent on advertising in Australia in 2022.
Increase in impact
%
Increase in economic impact since 2014.
Employment Impact
%
244,841 2021 vs 200,000+ in 2015.
Employment Impact
Direct and indirect
roles
Number of direct and indirect roles advertising employs.
People employed in
direct roles
People directly employed in advertising since 2021.
Growth vs labour
market
Growth in advertising vs broader labour market, since 2015.
Growth in Business Value
%
Growth in value of the top 100 brands in Australia over eight years.
%
Growth in value of the top 100 brands in Australia over eight years.
Consumers and the Community
Contribution to public infrastructure
MILLION
Advertising industry contribution to public infrastructure build/maintenance.
Improved living standards
Advertising industry contribution to improved living standards for average Australian.
Importance of social/environmental issues
%
Australians wanting business leaders to take a public stand on social/environment issues.
Advertising Pays Toolkit
The Advertising Pays toolkit includes the infographic and social tiles covering key themes and findings as well as an animated and static email signature banner for you to use and share.
Advertising Pays infographic
All the key themes and stats on one page
About the Commissioning Bodies
This report was jointly commissioned by:
Advertising Council Australia (ACA)
We foster the long-term prosperity and diversity of the advertising industry by demonstrating value, developing people and championing creativity.
The Australian Association of National Advertisers (AANA)
We exist to promote and advance all forms of advertising & marketing in Australia that delivers value for brands, the community and the economy.
The Media Federation of Australia (MFA)
We are an alliance of media agencies that represent the common interests of our industry and exist to champion a dynamic and valued media industry.