Where Attention Goes, Budget Should Follow 

Online Activity 
Australians spend more than 6 hours online each day, more than they typically spend sleeping on a weeknight. 
(Roy Morgan, 2024) 

Social Media 
We devote 1 hour and 46 minutes daily to social platforms, that’s the length of a feature film spent scrolling, swiping, and sharing. 
(Datareportal, 2024) 

Smartphone Usage 
With 3 hours and 28 minutes per day on our phones, Australians are essentially logging a part-time shift glued to their devices. 
(Deloitte Media Consumer Survey, 2024) 

Streaming Services 
Aussies spend 1 hour and 37 minutes per day watching streamed content, with 78% subscribed to at least one platform, easily enough time to binge nearly two episodes daily. 
(PwC Global Outlook, 2024–28) 

Television 
Traditional TV still clocks 2 hours and 39 minutes daily, though younger viewers continue shifting to on-demand and connected TV. 
(OzTAM / PwC Australia) 

Radio 
Australians tune in to the radio for 1 hour and 43 minutes per day, a habit that maps neatly to commute times. 
(IAB Audio State of the Nation, 2024) 

Print Media 
Only 25% of Australians now regularly read newspapers, a figure that continues to decline year on year. 
(Roy Morgan, 2024) 

Digital Advertising 
Now taking the lead, 61% of total ad spend goes to digital, a category that includes everything from programmatic to social to streaming and search. 
(PwC Global Outlook, 2024–28) 

Television 
TV still draws 22% of advertising spend, retaining its power for reach, but savvy marketers are moving increasingly toward BVOD and Connected TV formats to match changing viewing habits. 
(PwC Australia) 

Out-of-Home (OOH) 
Holding 5% of spend, OOH continues to deliver big brand impact in high-traffic environments, yet remains underutilised given its potential for mass exposure. 
(PwC Australia) 

Radio 
At 4% of investment, radio is on par with its share of daily consumption and continues to offer cost-efficient reach, especially for regional and time-specific campaigns. 
(PwC Australia) 

Print Media 
Despite only one in four Australians regularly engaging with print, 5% of ad budgets still go to newspapers and magazines. There’s a clear opportunity to redirect some of this spend to more actively consumed platforms. 
(Roy Morgan, 2024) 

Cinema 
With 1% of total ad spend, cinema remains a niche but powerful option when part of a broader awareness strategy. 
(PwC Outlook)