September sees a new high for the year
September sees a new high for the year
The “traditional” advertising market closed out September at CHF 387.5 million, putting it 3.1 percent down on the previous year’s figure. However, this was a striking increase of 53.1 percent compared to the month prior. The summer low is officially over.
All told, annual advertising pressure YTD is sitting at CHF 2,811.6 million gross, slightly higher than the previous year’s level by 0.4 percent.
In terms of “traditional” media groups, only cinema and out-of-home (this once again includes Livesystems for 2023 and 2024 following the half-year results) achieved increases compared to the previous year. This was particularly notable for cinema, with its increase of 64 percent, compared to 9 percent for out-of-home. By contrast, declines were recorded in radio, TV and print. Radio had the smallest decrease at 3 percent, while TV dropped by 6 percent and print 10 percent.
In the digital media space, the trends are positive across the board. While display and YouTube only managed slight increases of 3 percent each, search recorded growth of 26 percent.
From 2024, we will be reporting the traditional advertising market and digital channels (search, YouTube, display) separately to ensure better comparability to the previous year. Volatility in recording in the online sector, due to external influences such as adjustments made by Google, can lead to larger fluctuations throughout the year. In the search sector in particular there were numerous adjustments and changes made by Google in the last half of the year, which made comparing gross advertising spending with the previous year difficult.
Advertising pressure in the market as a whole
Advertising pressure development up to September 2024 in CHF million gross.
Only seven sectors rose
The food sector remains at the top of the leaderboard YTD and also takes the top spot for September, even though all six of the other sectors achieved bigger increases in percentage terms compared to the previous year. The largest of these was a 92.3 percent uptick for the energy sector. The other sectors on the up are telecommunications, cleaning, public transport and personal care.
Decline in 14 sectors
All told, 14 sectors saw a decline in September compared to the previous year. While tobacco (-75.1%) and beverages (-23.2%) fell the most, other sectors – such as media (-16.5%), finance (-16.1%) and digital & household (-13.0%) – were also down on the previous year’s figure.
Sector ranking
Sector ranking in September.
Top advertisers and products
The top advertisers and most advertised products and services (excluding range, image and other advertising) in September.
Media Mix
Media mix for September.
Advertising pressure in the digital market
Advertising pressure development up to September 2024 in CHF million gross.
Sector ranking: traditional vs. digital channels in comparison
Retail takes the top slot in the digital market YTD, but only finished third in September.The sectors making it into the top three above retail were finance and leisure, gastronomy & tourism. In the “traditional” market there was no change from the previous month, with the food, retail and initiatives & campaigns sectors taking the top spots. In the digital market, though, food and initiatives & campaigns only managed to achieve middling positions (11th and 13th place respectively).
For both rankings, energy, tobacco, media and cleaning finish in the bottom third. In the digital market, energy is third from last and tobacco is in the penultimate position, while cleaning brings up the rear. This means that nothing has changed in the ranking compared to the previous month. In the “traditional” market, tobacco is in last place, while energy is second to last and media third from last. Just like in the digital market, the same sectors as last month find themselves at the bottom of the table.
Sector ranking
Sector ranking in September.
Top digital products
The most advertised products and services (excluding range, image and other advertising) in September.
ALDI Fleisch tops the table for display, while Disney+ takes the lead for YouTube and, for the second month in a row, the top spot for search goes to booking.com. No product or service managed to break into the top 10 for more than one channel.
Media Mix
Media mix for September.
Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50