19.07.2018

Advertising Market Trend June 2018


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Highlights in June

After a slight decline last month, the advertising pressure is returning to the levels we saw in April, with an increase of 3.3 percent to 621.5 million Swiss francs gross. Contrary to previous years, we have therefore not seen a considerable decline in the advertising expenditure in June. However, the increase can largely be attributed to the additional data included. Although, even without this data, the advertising pressure has only decreased minimally, by 0.6 percent.

As such, the first half of the year has closed with 3,584 million Swiss francs gross and a significant increase of 29.8 percent – without the inclusion of Online data, the advertising pressure was at 2,868 million, which represents an increase of 3.8 percent.

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.

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 June 2018

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Finance on a World Cup high

The Finance sector has climbed in the YTD industry rankings once again, boosted by TV sponsorship of the Swiss national football team by Credit Suisse, among other factors, and has gained 2 places in the rankings. As such, it has left the Retail (-5.0%) and Food (-22.1%) industries trailing, and both branches seem to have eased off the accelerator a little compared with last month. Other than that, the rankings are unchanged. At the top of the tables, the Leisure, Gastronomy & Tourism and Services sectors demonstrated a significant jump in their gross advertising expenditure, amounting to 8 million Swiss francs each.

Gambling law campaigning leads to prolific advertising spending

Compared with last year, the product group Political Campaigns has significantly increased its advertising pressure by 183.7 percent. A key driver for this is the campaigning related to the Geldspielgesetz (Swiss gambling law). The Fashion & Sport industry doubled its gross advertising pressure (+118.8 percent), with online retailers Zalando & co.

Compared with last month, Tobacco Products (+275.9 percent), IT, Hardware & Software (+45.0 percent), and Public Transport Companies (+36.4 percent) showed the most growth.

Media and Beverages unable to keep pace

Only two industries showed reduced advertising pressure compared with the same month last year. One of them is the Media industry. With a 31.7 percent decrease in advertising pressure compared with the same month last year, this industry has shown the largest decline compared with other sectors. Despite the warm weather, the Beverages industry has also shown a significant reduction in advertising pressure of 15.8 percent.

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 June

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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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