21.02.2020

Of all sectors, fashion & sport rely most on online advertising


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New data pool for SEA data

Please note that with the close of data in January, we have integrated a more valid data pool for SEA advertising presence data.

The integration of the new data into Swiss advertising statistics will reduce the total volume of search advertising in the media mix by around 50 percent, depending on the sector. The proportionality within the sectors, customer groups, etc. will be maintained, of course. The modified evaluation significantly reduces the volatility of the data.

Highlights in January

January 2020 marks the end of the first month, which includes the more valid data pool for Media Focus SEA data, with 439 million francs (gross). Nearly one third of the advertising expenditure was generated by Internet advertising in the first month.


Advertising Pressure in the market as a whole

Development of Advertising Pressure as per January 2020 in million francs (gross)

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Leisure, gastronomy, tourism in a league of its own

At the beginning of the year, the leading sector of leisure, gastronomy, tourism put all the other sectors in check and is by far the number one in terms of industry rankings. The retail industry came in second. The service sector, which secured the silver medal at the end of the 2019 financial year, is starting the new year in third place.

Online vs. Offline

Fashion & sport is the sector with the highest share of Internet advertising in sector advertising expenditure (71%). Representatives of the digital & household sector also generated just over half of their advertising expenditure from Internet advertising (50.1%) in January. The online advertising shares of the leading sectors of leisure, gastronomy, tourism and services are also clearly above average. By far, the smallest shares of online advertising are found in the cleaning sector (2.8%), the events sector (5.7%) and the food industry (6.5%).

News from the top 10

It is striking that four of the ten most advertised products in January concern travel providers. In the same month of the previous year, there were also four of them. There are no surprises among the top advertisers. The three advertising giants Coop, Migros and Procter & Gamble continue to lead the field in the new year. Amazon, which is the month’s second most advertised product, ranks eighth among the leading advertisers.

Advertising pressure in the sectors

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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 January:

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Media Mix

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Method

Recently, Media Focus has implemented a new and improved method for collecting YouTube and SEA data.

YouTube

SEA

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