Advertising Market Trend January 2019

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Highlights in January

January ensured a promising start to 2019 with a gross advertising expenditure of 585.3 million Swiss francs. Compared with the same month last year, this amounted to an increase of 13.0 per cent. One of the reasons for this was a significant increase in advertising pressure at the start of the year in the automotive industry, as well as in leisure, gastronomy and tourism. Taking a look at the media mix, online searching has again shown the steadiest growth.

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 2019

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The cards are reshuffled

Compared with December 2018, there are two new entries in the top three positions in the industry rankings. In January the greatest advertising pressure was applied by leisure, gastronomy and tourism. With a gross figure of 82 million Swiss francs and an increase of 21.3 per cent compared with the same month last year, the industry has taken top spot. In second place is the services sector with a gross advertising expenditure of 66 million Swiss francs. The automotive industry (47 million Swiss francs) has claimed third place, closely followed by finance with 46 million Swiss francs.

Three industries make a strong start to the new year

In comparing gross advertising pressure by industry in January with the corresponding month last year, a trio of industries stands out from the rest. The telecommunications industry has had two of the three most heavily advertised products at the start of the year, as evidenced by strong growth of 64.6 per cent compared to last January. A similarly remarkable increase can be seen in the insurance product group, up 63.8% on January 2018. However, the biggest increase compared to last year was in IT hardware & software (+70.1%).

Media and energy industries – the downward trend continues

Having taken first and second place in the pre-Christmas industry rankings in November and December respectively, the retail trade returned to mid-table in January with gross advertising expenditure amounting to 37 million Swiss francs. Compared with the same month last year, the retail industry has also shown the biggest percentage decrease (-15.5%). Other industries that have lost a great deal of ground compared to the corresponding month last year include media, down 14.4 per cent, and initiatives & campaigns (-8.2%), despite the Self-Determination Initiative. The only other industry to show a notable decrease compared to last year is the drinks industry (-7.2%).

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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