Ben Willee, Executive Director – Media and Data at Spinach, said the economy is not as strong as some would have us believe.
“There’s no Advertiser Confidence Index, but if there was, I’d bet the farm it’d be parked right next to ‘used car dealer trust levels’,” Willee said.
“If you thought 2025 was a lot, strap in, grab some popcorn and prepare yourself for another big year. It’s shaping up to be part demolition derby, part joyride, and we’ve all got front-row seats.”
Ben Willee at Spinach said all eyes will be on the impact of the bans.
“Teenagers are the most technically gifted and morally flexible generation in Australia. Give them 24 hours and a half-charged phone, and they’ll be back online faster than a politician deleting old tweets,” Willee said.
“The real question is whether the social networks will quietly give them a nudge and a wink to keep those under-16 eyeballs “accidentally” targetable.
“Traditional media companies are hoping to see increased revenue from advertisers targeting under-16s. Dual viewing and dual listening (i.e. listening or viewing with parents) used to be a bigger thing in media strategy. Is it coming back?”
“If you’re looking for positive news about the advertising market, consider what events are on. There was a time when advertisers saved up for big events, and in 2026, we have the Winter Olympics, Soccer World Cup, Rugby World Cup and Commonwealth Games. I’d love to say they will be market multipliers, but I think that’s unlikely.”
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