In the last month of 2019, gross advertising expenditure amounted to 622.6 million francs. With a minimal increase of 1.2%, December closed at almost the same level as in the previous year. As in the preceding years, advertising pressure fell again in December after reaching its highest level of the year in November. Over the year as a whole, advertising pressure rose by 2.4 percent in 2019 compared to the previous year.
Development of Advertising Pressure as per December 2019
The last advertising month of 2019 brought no more changes as regards industry rankings. The facts are thus as follows: in 2019, as in the previous year, the highest advertising pressure of all sectors was attributable to the sector of leisure, gastronomy, tourism. The sector leading in terms of advertising increased its annual advertising pressure by almost 12 percent compared to the previous year. This is notable as it is the third highest increase by percentage of all sectors. Furthermore, it was the first sector ever to cross the 700-million threshold. Second by a wide margin was the sector of services with around 75 million francs (gross), representing an increase in advertising pressure of 7.4 percent compared to 2018. As in 2018, the bronze medal went to the finance sector, which also evidenced a slight increase over the previous year (+2.3%), for the first time generating advertising pressure of more than 600 million francs (gross).
The tobacco products sector, which is by law not allowed to advertise on television or on the radio in Switzerland, incurred the lowest advertising pressure of all sectors, with an annual advertising pressure of just under 14 million francs (gross). Nonetheless, the highest growth rate of all sectors was achieved by the tobacco products sector in 2019. Driven mainly by e-cigarette advertising, the industry’s advertising pressure rocketed by 124.1 percent compared to 2018. In addition to the energy sector (+15.4%) and the sector of leisure, gastronomy, tourism (+11.9%), personal care (+11.1%) also increased the annual advertising pressure at a double-digit percentage rate.
Six of 21 sectors reduced the advertising pressure compared to the previous year. The reductions are, however, modest, with none of the sectors reducing their advertising pressure at a double-digit percentage rate. The biggest decline was in the initiatives & campaigns sector with a decline of 8.7 percent. The sectors of beverages (-5.6%), fashion & sport (-4.3%) and food (-2.5%) also spent less on advertising than in the previous year. Events (-1.5%) and building, industry, furnishings (-1%) generated an advertising pressure in 2019 which was almost identical to that of the previous year.
Advertising pressure in the sectors with comparative figures for the previous year
The top 10 advertisers and most widely advertised products and services (excluding range and image advertising) in December:
The top 10 advertisers and most widely advertised products and services (excluding range and image advertising) in 2019:
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).
The media mix of the entire Swiss advertising market changed only slightly in 2019 compared to the previous year. The only thing that is noticeable is a shift of print advertising pressure towards Internet advertising. Hence, Internet advertising accounted for 40 percent of annual advertising pressure, an increase of 4 percent over 2018. At the same time, print media lost 4 percent of the total, accounting for around a fifth of the annual advertising pressure. Out-of-home advertising accounted for 10 percent of the annual advertising pressure (+1%), with radio advertising down to 2 percent (-1%). Television and cinema advertising retained their shares.