25.05.2018

Advertising Market Trend April 2018


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Highlights in April

After March, the month with the highest advertising expenditure to date, April is again somewhat weaker, as it was in previous years. With advertising expenditure of 619.9 million gross francs, April sees 11.4 percent less advertising expenditure than the previous month. Compared to the previous year, there is an increase of 24.7 percent due to the data integration. Without this integration, advertising expenditure would have remained at a comparable level (+0.7 percent). The top 3 industries remain constant. The IT, hard- and software product group records the greatest increase in April.

Datenintegration: Internet und TV

Die Mediengruppe Internet wird seit Januar 2017 inklusive Serach-Desktop Werbung im Werbemarkt Trend ausgewiesen. Per Datenschluss Juli 2017 wurde zusätzlich Search-Mobile in die Werbestatistik von Media Focus integriert. Im Januar 2018 erfolgte die Integration von Search für die Romandie auf Basis zehntausender französischer Suchbegriffe (Anteil an Search YTD: 87% DE/13% FR).

Seit März 2018 werden auch YouTube-Daten (Display und Video) rückwirkend ab Januar 2018 im Werbemarkt Trend ausgewiesen (Anteil am Media Mix YTD 1%).

Darüber hinaus enthält die Mediengruppe TV ab Januar 2018 TV-Sponsoring sowie die Werbeformen Pre Split, Post Split, Single Split und Time.

Neu: Integration YouTube-Daten

The Internet media group now also includes data for YouTube (video pre-rolls and display). These have been integrated with retroactive effect as from January 2018. In the month of March, YouTube’s share in the Internet media group is 3 per cent, in the media mix 1 per cent. More than 600 advertisers, above all Apple, Swisscom and Wix.com, use the channel to reach their target groups.

Improvements in the enquiries made on the basis of customer feedback have led to adjustments in the evaluation. Comparability over a defined time series is still guaranteed at all times. Currently, lifestyle/tech brands on videos with huge reach tend to be overrated (e.g. Apple). In order to reflect reality as closely as possible and to do justice to these extreme cases, we will constantly optimise evaluation. Further adjustments may therefore be made to the evaluation procedure in the near future.

Advertising Pressure in the market as a whole

Development of Advertising Pressure as per April 2018

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Building, industry, furnishings have reinforced their bronze medal status

Of the top 10 industries, only Digital & household and Initiatives & Campaigns recorded higher advertising expenditure in April than in March, the former of which was weaker in terms of overall advertising expenditure. The Leisure, Gastronomy, Tourism and Services sectors clearly remain in first and second place, but lost more than 20 percent of their advertising expenditure compared to March. At the same time, Building, Industry, Furnishings was down by only around 8 percent, securing the bronze medal finish with the highest advertising expenditure of the month. The Food sector could also move up closer to the higher placed Vehicles sector in April . With around 10 million more in advertising expenditure, the gap shrunk to less than a half a million gross advertising francs.

IT, Hard- and Software with the largest increase

The sectors Services (+72.6%), Digital & Household (+64.4%) as well as Leisure, Gastronomy, Tourism (+54.2%) recorded the biggest increases over the previous year. The development of the sector Digital & Household is particularly interesting, as its product groups IT, Hard- and Software as well as TV & Home Entertainment are developing in the opposite direction. The former recorded the highest year-on-year increase (+128.6%), while the latter lost a considerable amount of advertising expenditure (-10.9%).

Strongest decline despite imminent referenda

The product group Political Campaigns registered the highest year-on-year decline in April 2018 (-30 percent). The advertising month of April last year was influenced by the federal referenda of 21 May 2017 (draft of the Energy Act EnG). However, the referenda of 10 June 2018 on the two drafts of the Gambling Act and the "full-money initiative" will not nearly have as much effect on advertising expenditure in April as was the case last year. Likewise, the Media Industry and the TV & Home Entertainment product group are both experiencing a double-digit percentage decline.

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Top 10 of the month

The Top 10 advertisers and most widely advertised products/services (not including range and image advertising) in April

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Media Mix

The integration of the search data, desktop (January 2017) and mobile (July 2017) into the Media Focus advertising statistics has led to a significant increase in the Internet proportion of the media mix. Since January 2018, search data for French-speaking Switzerland (Romandy) has also been collected (share of search: 85% German/15% French).

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