Advertising Market Trend February 2019

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Highlights in February

Gross advertising expenditure in February was CHF 471.5 million, significantly lower (-19.7%) than in the first month of 2019. Advertising pressure also fell by 9.1 percent year-on-year. A closer look at the sectors shows that almost all the sectors have reduced their advertising pressure compared with February 2018. After two months, the annual advertising pressure is at CHF 1,059 million and is thus with an increase of 2 percent still on course for growth compared to 2018.

Data integration: Internet and TV

Since January 2017, the Internet media group has included search desktop advertising. As of the close of data in July 2017, search mobile data has also been integrated in Media Focus’s advertising statistics. In January 2018, search (desktop + mobile) was included for French-speaking Switzerland (Romandy), on the basis of ten thousand French search terms (share of search YTD: 85% DE/15% FR). Since March 2018, YouTube data (display and video) has also been included, with retroactive effect from January 2018, in the Advertising Market Trends (share of media mix YTD 1%).

Moreover, since January 2018, the TV media group has included TV sponsoring as well as the pre split, post split, single split and time advertising forms.

Advertising Pressure in the market as a whole

Development of Advertising Pressure as per February 2019

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No changes in the industry rankings

In comparison with the industry as a whole, little has changed since the previous month of January. Leisure, gastronomy & tourism continue to be the at the top, followed at a considerable distance by the sectors of Services and Vehicles. The only reshuffling took place in the lower part of the ranking, where Cosmetics & toiletries, Events and Personal care changed places.

Tendency towards lower advertising pressure - with a few exceptions

In comparison to the same month of the previous year, the gross advertising pressure of the vast majority of sectors has decreased. One of the main exceptions is the TV & Home Entertainment product group (+76.2% year-on-year). The tobacco industry is also among this group of surprising winners, having increased advertising pressure by an impressive 209.3 percent compared to the same month last year. However, this effort on the part of the tobacco industry is not enough to eliminate the red warning light. The energy sector managed to increase advertising pressure by 13.5 percent compared to February 2018.

Initiatives and campaigns with the sharpest decline

Initiatives and campaigns recorded the sharpest declines in advertising pressure compared to the previous year (-26.2%), including the product group political campaigns (-53%). This can be explained by the popular initiative "No Billag" of 4th March 2018, which was widely discussed and advertised at the beginning of last year. The sector of Beverages, where advertising pressure fell by 25.6 percent compared to February 2018, and the Food industry (-22.5%) have also suffered significant losses. The retail trade (-18.5%) and public transport companies (-18%) also saw a significant reduction in gross advertising pressure compared with the same month last year.

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/services (not including range and image advertising) in February

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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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