19.10.2018

Advertising Market Trend September 2018


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Highlights in September

The month of September in advertising appears strong, as usual, with gross advertising pressure of 668.1 million francs. In comparison to the previous month, this represents a striking increase of around a third (+34%).

If we look at the same month in the previous year, we also see an increase here (+12.9%). However, this is due to the data extensions through YouTube and Search Romandie, for example. But even without this data, advertising pressure would still be 6.2% higher than in September 2017.

Advertising pressure over the 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.

Advertising pressure in the market as a whole

Development of advertising pressure as per September 2018

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No movement at the top

The Top 3 industries are still leisure, gastronomy & tourism, services and finance. The latter was able to slightly close the gap with second place thanks to the highest advertising pressure in September but there is still a difference of almost 60 million gross advertising francs between it and the services industry. The only change in ranking is at positions 5 and 6. With the third-strongest advertising pressure in the current month, the food sector has managed to squeeze in front of building, industry & furnishings.

Tobacco makes a comeback

September appears strong this year, too. 16 of the 21 industries have increased their advertising pressure. Following a decline of 76.6% in the previous month, the tobacco goods industry has gained strength again in September (+70.2%), thus representing the greatest percentage increase. Although the TV & Home Entertainment product group already increased its advertising pressure in August to a considerable extent, it has been able to develop even further in September (+56.3%). The finance sector has also gained strength (+33.8%). Not least of all because of the health insurance companies, which initiated the "hot advertising autumn" in September with an eye to the window for switching basic insurance which closes at the end of November.

Media sector in descent

The media sector recorded the greatest decline in September 2018 with a clear minus of 49.3% compared to the same month a year previously. Since Cleaning has boosted advertising pressure at the same time, the third slot from the bottom amongst the industries in the annual ranking seems ever more likely. The energy industry, too, presents itself once again with noticeably lower advertising pressure than in September last year (-29.2%). The same applies to Initiatives & Campaigns (-2.2%). More surprising on the other hand is the decline in advertising pressure in the telecommunications (-6.9%) and cosmetics & toiletries (-2.0%) industries. Both are clearly in expansion YTD compared to the previous year and have also recorded growth in the previous months.

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 September

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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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