17.08.2018

Advertising Market Trend July 2018


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Highlights in July

After a sharp decline failed to materialise in June, advertising pressure fell into a summer slump in July. As was also the case in previous years, advertising pressure thereby reached its lowest point in the summer month of July. Advertising pressure reduced by around one third (-33.5%) in comparison with the previous month and now amounts to CHF 414 million (gross).

Compared with the same month in the previous year, advertising pressure is 7.7% higher. However, this can be attributed to the inclusion of data from YouTube and Google Romandie. Without this data, advertising pressure lies at the previous year’s level.

On the other hand, advertising pressure over the current year as a whole still exhibits a steep upwards trend – regardless of whether or not the extra data is included (+27.1% or +3.3% respectively).

Data integration: Internet and TV

Since January 2017, the Internet media group has included search desktop advertising. As of the close of data in July 2017, search mobile data has also been integrated in Media Focus’s advertising statistics. In January 2018, search (desktop + mobile) was included for French-speaking Switzerland (Romandy), on the basis of ten thousand French search terms (share of search YTD: 85% DE/15% FR). Since March 2018, YouTube data (display and video) has also been included, with retroactive effect from January 2018, in the Advertising Market Trends (share of media mix YTD 1%).

Moreover, since January 2018, the TV media group has included TV sponsoring as well as the pre split, post split, single split and time advertising forms.

New: Data Integration YouTube

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 July 2018

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Retail trade secures third place

Leisure, Gastronomy & Tourism and Services still hold a strong lead, however their advertising is slowing down considerably during the hot summer – as is also the case for the majority of sectors. The close race for the bronze medal is also continuing in the second half of the year. Retail has secured third place ahead of the Finance sector and Building, Industry, Furnishings, as it has reduced advertising pressure less sharply. The top 10 sectors otherwise remain unchanged. In midfield, the sectors Events and Beverages were each able to gain one place – at the cost of Pharma & Health as well as Telecommunications.

Product group IT, Hardware & Software makes the greatest gain

Thanks largely to the most intensively advertised product, Huawei P20 Pro, the product group IT, Hardware & Software has recorded the highest increase in comparison with the previous year. This makes Digital & Household in July the sector with the strongest growth compared to July 2017 (+66.7%). With drivers like the far-reaching image campaigns of SUVA and Basler Versicherung as well as the World Cup sponsorship by CS, the Finance sector has also increased advertising pressure significantly compared with the same month of the previous year (+43.4%). This is followed by the “smaller” Energy sector, which rose by 30.4%. In total, 15 of the 21 sectors and four of the six product groups increased gross advertising pressure compared with the previous year.

Media sector and new cars apply the brakes

Overall, eight sectors reduced advertising pressure compared with July 2017. Most notably of which is the Media sector, whose advertising pressure declined by around a third (-31.4%), which thus takes last position for YTD growth. Second and third-last places go to the product groups Cars (new) with -26.2% and Political Campaigns with -20.4%. Moreover, the Beverages, Telecommunications and Vehicles sectors record single-digit percentage reductions.

Advertising pressure in the sectors

Advertising pressure in the sectors with comparative figures for the previous year

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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 July

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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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