Advertising Market Trend January 2018

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Highlights in January

The first month of the year proved to be stronger than ever before with an advertising pressure of 514 million Swiss francs (gross). The Swiss advertising market started off 2018 with a substantial increase of 34.4 per cent in comparison to the same month the previous year. Though a large part of this growth can be attributed to the expansion in the collection of Search Advertising data, the Swiss advertising market grew by 6.9 percent even without including it. In particular, the insurance product group and the fashion and sport industries markedly increased their advertising pressure at the start of the new year.

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 January 2018

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Leisure, gastronomy, tourism off to a quick start

Leisure, gastronomy, tourism began the new year at full throttle and secured the lead position in the industry comparison. The services industry followed in second place with a distinct gap between them, even though it was able to show even more significant increases over the previous year than leisure, gastronomy and tourism (+69.3% to 48.7%; without Search Mobile & FR +10.6% to 9.5%). Retail trade, vehicles and building, industry and furnishings rounded out the top 5 industries. Food, the top industry in 2017, was ranked 6th in January.

Fashion & Sports – new year, new purpose, new clothes

The fashion and sports industry showed the second largest increase amounting to 95.8 percent over the previous year – behind the insurance product group (+103.6%) in the advertising month of January. Following them with comparable growth were the IT product group, hard- and software (+95.3%) and the building, industry and furnishings industry.

Industries in hibernation

Five of the 21 industries reduced their advertising pressure as compared to the previous year despite the expansion in Search data collection, with the tobacco industry leading the way (-73%). Cleaning also lost around a fourth of advertising pressure as compared with the same month of the previous year. Events showed a decrease of 10.8 percent, closely followed by media with a decline of 8.2 percent. The initiatives and campaigns industries also showed a drop (-3.9%) as did telecommunications (-3.8%).

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 January

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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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