Charity advertising spend reaches A$278m in Australia

Almost nine in ten Australians (88%) agree or strongly agree that corporations have a responsibility to support social causes

Australia’s charity sector has significantly increased its advertising investment over the past year, as organisations compete for attention, donations and support from Australians who continue to place a high value on social responsibility.

New Nielsen Ad Intel data shows advertising spend across Australia’s charity sector reached $278 million between July 2025 and June 2026, up from $247.3 million during the previous 12 months, representing a 12.4% year-on-year increase.

The additional investment comes in a market where charities are competing not only with one another for Australians’ attention, but with an increasingly crowded advertising landscape.

At the same time, Nielsen Consumer & Media View (CMV) data shows that supporting social causes remains firmly embedded in Australian attitudes and behaviour.

Almost nine in ten Australians (88%) agree or strongly agree that corporations have a responsibility to support social causes, highlighting the expectations consumers increasingly place on businesses to contribute beyond their commercial activities.

Australians are also putting that sentiment into action personally, with 44% having donated to charity in the past 12 months.

Rose Lopreiato, Pacific Commercial Lead, Nielsen Ad Intel, said: “Charities are operating in an incredibly competitive environment for Australians’ attention and support. A 12.4% increase in advertising investment shows just how important it’s become for organisations to remain visible, communicate their purpose clearly and demonstrate the impact they’re making.

“What’s particularly interesting is the consumer context behind that investment. When 44% of Australians have donated to charity in the past year and 88% believe corporations have a responsibility to support social causes, it’s clear that social impact matters to Australians.

“For charities, understanding where and how others are communicating is increasingly important. Nielsen Ad Intel provides that competitive view, while CMV helps organisations understand the people behind the donations, including their attitudes, behaviours, media habits and the causes that matter to them.”

The findings also point to a broader opportunity for Australian businesses. With such a large majority of consumers believing corporations have a responsibility to support social causes, partnerships between brands and charitable organisations can play an important role in demonstrating purpose, provided those relationships are authentic and relevant.

For charities themselves, the combination of growing advertising investment and widespread consumer engagement underscores the importance of understanding both the competitive media landscape and the audiences they are trying to reach.

As organisations compete for donations, volunteers, corporate partnerships and public awareness, connecting advertising strategy with a deeper understanding of Australian consumers can help charities identify the audiences most likely to engage with their cause and determine how best to reach them.

www.nielsen.com

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