The World: Sydney - Australian advertisers show healthy media spend

An export surge, lower unemployment levels, strengthening retail sales and a robust Australian dollar have helped boost main media spending among the country's advertisers by 7 per cent during the first half of the year.

The bullish national mood was reflected by the Federal Government, the biggest spender in the last financial year, according to Nielsen Media Research. Government spending soared by almost 25 per cent to reach AUS$175 million.

Mitsubishi Motors recorded the biggest increase among the country's top 50 advertisers. A series of launches resulted in an increased spend of almost 43 per cent to AUS$65 million.

Qantas boosted its spend by 30 per cent to re-establish brand confidence in the wake of a failed AUS$11 billion takeover bid for the airline.