Navigating Market Trends
Our Aussie expert, Dan, summarizes three key developments in his market and their impact on your business.
Daniel Hojnik
General Manager and Head of Strategy & Planning
Involved Media Australia
An IPA-certified strategic planner, Dan worked in the UK at a HoldCo, leading strategy for British Airways, Xbox, and Gocompare. He helped BA win a Grand Prix Lion for their iconic "Look Up" campaign, before shifting to indies for the rest of his time in the UK. He has never looked back.
Since repatriating 5 years ago, Dan has led Involved Media’s growth in AU, winning brands such as Hertz, Anytime Fitness, and Fever-Tree.
"Social Media Ban, Media Merger, and Agile Ad Buying"
1. AU Social Media: Legislation: Under-16 ban
Australia’s under-16 social media ban takes effect on 10 December 2025, requiring major platforms to take “reasonable steps” to stop users under 16 from holding accounts. Since we last spoke, the latest update expands the list to include Reddit and video-streaming platform Kick, alongside Meta, YouTube, TikTok, Snapchat, and X.
Regulatory watch
While most platforms are developing age-assurance systems, Meta appears resistant to in-platform verification, instead pushing responsibility to parents and app stores, a move drawing regulatory criticism. With less than a quarter to go, regulators warn there’s “not a lot of time to get their act together".
The impact: Instability
The impact is limited to under-16s, but potential ripple effects are real. Reduced youth reach, unstable audience data and altered ad-targeting rules. Marketers and agencies must monitor each platform’s compliance path and prepare for shifts in platform policy and measurement.
2. AU Media M&A Update: SCA x Seven West Media
Australia’s media consolidation trend has reached new heights, with Southern Cross Austereo (SCA) and Seven West Media (SWM) moving toward one of the largest media mergers in recent history. The proposed deal would combine Radio, TV and publishing assets under one umbrella, creating a cross-platform giant to rival Nine Entertainment’s integrated model.
The implications: scale & data
While regulatory approval remains pending, the implications for marketers are clear. A merged SCA and Seven network could offer unprecedented national scale, integrated multi-channel packages, and stronger audience data leverage across TV and radio. Negotiation dynamics will shift, with one fewer major player, bundled buys likely to become more common, and premium pricing more rigid.
The impact: tighter competition
The consolidation trend underscores a market reality: traditional media groups are fortifying to compete with digital platforms. For agencies, this means tighter competition for inventory, new partnership models, and a renewed focus on multi-channel storytelling across fewer, larger media owners.
3. AU Media Buying Update: Aussie Deals in Linear TV, Radio & Print
Australia’s once predictable TV booking cycle, in line with UK AB deadlines, has broken down. In a softer linear market, advertisers are now securing competitive rates with minimal notice, creating a short-market environment across TV, radio and print. For buyers, flexibility is winning out over forward planning.
The implications: faster cycles & volatility
This shift is driven by weaker demand and a fragmented media landscape. Networks, eager to fill inventory, are rewarding late commitments with sharper pricing and added value. The result is faster cycles, higher responsiveness and greater volatility in media cost efficiency.
Anticipating 2026
Looking ahead, attention turns to the next major broadcast cycle in 2026, when the Winter Olympics, FIFA World Cup and Commonwealth Games may reignite long-lead premium buying. Until then, agile agencies can capitalise on this rare window where timing can determine value.