Australian universities spent $31m on advertisements in the first half of the year – a touch lower than the $1.7bn marketing budgets critics in the media claim.
New figures from advertising expenditure analysts Standard Media Index show total first-half advertising placements were up $4m on 2016, but down $3m on 2015. However SMI Managing Director Jane Schulze says universities spent up in the third quarter with outlays doubling in July and increasing by 44 per cent in August.
Overall spending in the VET sector plummeted over the last two years. This may reflect the cancellation of the rorted VET Fee Help scheme which saw private providers aggressively recruit students. Total VET media spends were $13m in the first half of the year, less than half the comparable 2015 figure.
Overall television advertising took the biggest hit. Universities’ spending halved this year on 2015 and dropped to a quarter for VET. Newspapers continued to command a dropping share of budgets while digital increased, up 18 per cent for universities.
All-of education spending was down 6.3 per cent, to $124.3m last year.
|SMI Higher Education Product Category Ad Spend by Major Media: 1H Data|
|Category||Media Type||Jan – Jun 2015||Jan – Jun 2016||Jan – Jun 2017|
|Vocational Training/Other Tertiary||Digital||6,692,654||7,327,373||5,645,518|
|Vocational Training/Other Tertiary Total||24,748,936||16,988,558||13,072,364|
source: Standard Media Index