Advertising Market Trend August 2019

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Highlights in August

Gross advertising expenditure in August amounted to 531.9 million Swiss francs, thereby exceeding the same month of the previous year by 7.2 percent. Advertising pressure ytd has reached CHF 4,645.7 million (gross). This represents an increase of 3.1 percent compared to 2018.

Advertising Pressure in the market as a whole

Development of Advertising Pressure as per August 2019

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Industry ranking unchanged

Nothing has changed in August in the industry ranking ytd. The ranking is identical to that of the previous month. Leisure, gastronomy, and tourism has reinforced its position at the top with the highest advertising pressure of the month and an increase of 23.5 percent compared to the same month last year. In addition, three industry representatives - Trivago, Ebookers, and Booking.com - are among the top ten advertisers of the month. The second-placed services industry has seen a strong increase of 17 percent compared with August last year. Cumulatively, this represents a rise of 12 points for the first eight months of the year. The finance sector invested marginally less than in the same month last year (-1.5%); in absolute figures, however, the sector was once again responsible for the third-highest advertising pressure of the month. Just like in the previous two months, construction, industry, and furnishings are responsible for a lower advertising pressure than the retail trade sector. Although the gap is closing, the nearest rival is still able to be kept at bay.

First and last-placed sectors with the highest percentage increases

Just like in July, political campaigns produced an increase (+62.7%) compared to the same month last year. This is the highest percentage increase across all sectors. This increase, however, should be treated with caution – in terms of gross Swiss francs, the product group was only responsible for an advertising pressure of CHF 3.2 million in August. Only the tobacco sector invested less with 0.3 million (gross).

The first and last sectors in the ranking were responsible for the highest percentage increases in advertising pressure ytd. The Tobacco sector is still lagging behind in last place, but increased by 209.9 percent. Leisure, gastronomy, and tourism made the second-largest gain with an increase of 13 percent.

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 August

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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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