20.04.2018

Advertising Market Trend March 2018


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Highlights in March

The first month of spring puts a bounce back into the Swiss advertising market. As in previous years, in 2018 the Swiss advertising market increases markedly again in March. With 697.8 million gross advertising francs, advertising pressure rises by 34.3 per cent compared to the previous month (without online data expansion: MCHF 560.4). Compared to the previous year, this means an increase of 27.4 per cent (without online data expansion: 2.4 per cent). This month, again, the industries of leisure, gastronomy and tourism fight an exciting battle for the pole position in the ranking of the industries.

Data integration: Internet and TV

Since January 2017 the Internet media group has been shown including search desktopadvertising in the advertising market trend. As of the close of data in July 2017, search mobile was also integrated into Media Focus’ advertising statistics. In January 2018, the integration of search data for the French-speaking part of Switzerland was also carried out, based on ten thousand French search terms (share of search YTD: 87% DE / 13% FR).

New:

Since March 2018 with retroactive effect from January 2018 YouTube data (display and video) have also been shown in the advertising market trend (share in media mix YTD 1%).

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

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.

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Advertising Pressure in the market as a whole

Development of Advertising Pressure as per March 2018

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Leisure, gastronomy and tourism on the rise again

In the YTD, the sector of leisure, gastronomy and tourism remains the top sector. Following the slump (−28%) in February, in March the industry experiences an upturn again (24%). Services remain in second place. The bronze medal is awarded to a new winner. Building, industry, furnishings comes third in March with advertising costs of 59.4 million. Retail trade and vehicles hence slip down to fourth and fifth place.

Services industry with focus on search in the lead

The services industry with Comparis, Siroop and co. is in the lead in the month of March for the first time in 2018 and, with gross advertising costs of 66.5 million, scrapes past leisure, gastronomy and tourism. With 89.7 per cent, this corresponds to the third highest increase compared to the previous year. Only the product groups of political campaigns and IT, hard- & software soared even higher (109.2% and 90.7% respectively).

Tobacco industry almost invisible & less advertising for new cars

The tobacco industry comes last as usual and in March again declines compared to the previous year (−13.7%). The industries of media (−12.5%), events (−7.7%) and vehicles (−6.7%) also lose advertising pressure compared to 2017. The product group of cars (new) which they encompass even posts a minus of 14 per cent.

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 March

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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: 87% German/13% French).

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