13.03.2020

Only 4 of 21 sectors increased advertising pressure compared to 2019


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Info data integration:

As already informed, the more valid data for SEA advertising presence was integrated with this data closure. The data are available retrospectively for 2018 and 2019 and will also be shown in the advertising market trend from this month. More information on the methodology can be found here.

February highlights

Gross advertising pressure in February 2020 was CHF 386.7 million. Compared with the same month last year, this amounted to a decrease of 5.8 per cent. Advertising pressure also fell YTD compared with the previous year (-3.2%). As was the case in the two previous years, advertising pressure in February 2020 dropped to a lower level than in the already weak first month of the year.

Advertising Pressure in the market as a whole

Development of Advertising Pressure as per February 2020 in million francs (gross)

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Leisure, gastronomy & tourism still leads the sector ranking. No wonder – the sector produces five of the ten most advertised products in February. Despite this effort, the advertising pressure generated by the top sector is around 10 per cent lower than in the same month of the previous year. The sector is not alone in this trend: only one in four sectors increased advertising pressure in February compared with the previous year. The largest percentage increases in advertising pressure in February can be found in the beverages sector (+35.3%), the finance sector (+20.9%) and the food industry (+19%). Accordingly, these three sectors were also able to develop well in the sector ranking.

Vehicles: Two products top, total advertising pressure flop

Eight sectors reduced gross advertising pressure in February by a double-digit percentage compared with the same month last year. The second largest decrease in advertising pressure occurred in the vehicles sector, at 30 per cent. The sector therefore lost one place in the ranking. Yet, with the Opel Grand Land X and Toyota Rav 4, the sector is represented twice in the ranking of the top ten products.

Online vs. Offline

As was already the case in January, fashion & sport again used online advertising the most strongly of all sectors in the second month of the year (51.7%). The lowest online share of sector advertising pressure was generated by the tobacco sector in February (5.2%). In the food industry, which provided the third highest advertising pressure of all sectors in the current year, the online share of advertising pressure was again very low, as in the previous month, at around 7 per cent. Only three sectors had an even lower online share.

TV advertising accounts for around a third of gross advertising expenditure

While the majority of gross advertising pressure was achieved through online advertising in January, print advertising accounted for a similarly high share of the overall advertising pressure in February. Print media was able to make gains in February (+4%), while the share of the Internet media category declined by 4 per cent. In February, the TV media category likewise accounted for a 4 per cent higher share of the advertising pie than in January. TV advertising generated 32 per cent and therefore the largest share of overall advertising pressure in February.


Advertising pressure in the sectors

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Top 10 of the month

The top 10 advertisers and most widely advertised products and services (excluding range and image advertising) in February:

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Media Mix

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