Advertising Pays

The true economic power of Australian advertising has been revealed in an independent study by Deloitte Access Economics that values the industry’s impact at $53 billion, 2.1% of Australia’s total GDP in 2022.

The report reveals advertising is a major driver of economic growth, job creation, and innovation in Australia.

Advertising has the power to improve market efficiency and deliver direct price benefits to consumers, generating growth across sectors and creating valuable employment opportunities.

• Advertising impacts $53 billion to the nation’s economy, 2.1% of Australia’s total GDP in 2022.
• Advertising has grown by $13 billion, or 12% in economic impact, since 2014
• Advertising a major driver of job creation – employing 153,400 Australians and growing by 5% per annum
• Advertising provides a platform to inform, educate and build brand purpose

The study also revealed that the advertising industry employs 153,400 Australians in direct roles (85,917) and indirect roles (67,465). Advertising also supports 91,500 people who are employed in industries that rely on advertising as a source of revenue. The industry has grown two times faster than the labour market since 2015.

This means that for every five people directly employed in advertising, a further four are employed in industries and sectors that provide inputs to advertising through the supply chain. Direct advertising employment has increased by almost 30,000 since previous research in 2016, a growth of 5% per annum, compared to an average 2% per annum across all industries.

The Deloitte Access Economics report, Advertising Pays, builds on the first edition of the report published in 2016. It has been commissioned by Advertising Council of Australia (ACA), the Australian Association of National Advertisers (AANA) and the Media Federation of Australia (MFA). Advertising Pays is supported by media industry bodies including the CRA, IAB, Free TV, OMA, and ThinkTV.