Advertising Market Trend April 2019

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Highlights in April

In April, gross advertising expenditure declined only slightly compared to the previous month of March, standing at 638.9 million Swiss francs. Compared with the same month last year, this amounted to an increase of 3.6 per cent. The cumulative gross advertising expenditure for the first four months of the year was 2,401.2 million Swiss francs. Annual advertising expenditure therefore rose by 2.2 per cent, year-on-year.

Advertising Pressure in the market as a whole

Development of Advertising Pressure as per April 2019

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Building, industry, furnishings now in third place

After the podium places in the industry ranking remained unchanged in the first three months of the year, the building, industry, furnishings sector overtook the vehicles sector in April, claiming bronze. First place again went to leisure, gastronomy, tourism. The industry recorded the highest gross advertising expenditure of the month, at 60 million Swiss francs, with a very slender margin of 0.6 million Swiss francs between it and the second-placed services sector. The energy industry recorded the strongest YTD growth in gross advertising expenditure compared to last year (20.8%). This was achieved thanks to solid increases in all four months of the current year.

Vehicles sector continues to accelerate, yet still falls behind

The cars product group saw the largest rise compared to last year (+34.9%), with the vehicles sector increasing its gross advertising expenditure by a good 20 per cent. The services industry rose by 18.8 per cent, but was still just behind leisure, gastronomy, tourism in the monthly ranking, because this sector also boosted its advertising expenditure by 14.8 per cent, compared to the same month last year. The personal care (+27.1%), cleaning (+22.7%) and energy (+18.9%) sectors also increased their gross advertising expenditure, compared to the same month last year.

Tobacco sector and pharmaceuticals & health continue to decline

As in the previous month, the tobacco sector sharply reduced its advertising expenditure (−47.4%). The pharmaceuticals & health industry also lowered its gross advertising expenditure in April by 18.4 per cent, compared to last year. The slight rise in the political campaigns product group (+8.8%) could not prevent the 15.1 per cent decline in the gross advertising expenditure of the initiatives & campaigns sector. The digital & household industry (−5.6%), including the IT, hard & software (−17.7%) and TV & home entertainment (−14.6%) product groups, also reduced its gross advertising expenditure, compared to the same month last year. The initiatives & campaigns sector recorded the largest YTD fall in gross advertising expenditure, with a decline of 12 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 and services (excluding range and image advertising) in April:

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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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