Despite a record surge in political advertising spend for this year’s election, the latest Standard Media Index (SMI) figures for print saw double digit declines in agency spend for the month of May.

Australian pollies are pouring in the advertising dollars during the lead up to the July federal election, but print ad spend in magazines and newspapers suffered a double blow compared to the last election.

Campaign spending in newspapers fell 34 per cent to $41.7m, compared to $63.6m in print advertising spent in the same month for the 2013 federal election.  

Magazines spend also plunged a staggering 55 per cent to $13.6m from $23.9m for the same period in three years ago.

[Related: Canberra mail houses slow down during election]

The figures are particularly dismal as SMI figures show total government category spending increased by 118 per cent year-on-year. Digital spend for May 2016 accounted for 27.4 per cent, a significant jump from 7.6 per cent in 2013.

While print advertising bookings hit an all time low, television political spending also fell short, its overall ad share falling from 66 per cent in 2013 to 35 per cent this election.

The campaign’s flouting of print media did not extend to OOH. The government ramped up election advertising in outdoor media by 22.8 per cent, splurging $77m for the month of May.

June figures are expected to bounce back for print as the poll was called on May 9, leaving little more than three weeks of election spending for the month.

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