Advertising Market Trend July 2019

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Highlights in July

The gross advertising pressure in July was CHF 463 million. This is an increase of 1.8 percent compared to the same month last year. The summer slump is clearly noticeable nonetheless: Like in the two previous years, July is the weakest month for advertising. Overall, the advertising pressure YTD is marginally above last year’s value (+2.5%).

Advertising Pressure in the market as a whole

Development of Advertising Pressure as per July 2019

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The industry rankings YTD are reflected in the advertising expenditures for July. Topping the list is leisure, gastronomy and tourism, which was the most aggressive sector, once again accounting for the month’s highest gross advertising pressure. Within the top ten, the leading sector also recorded the highest percentage increase in advertising pressure compared to the same month last year (+15.5%). In like manner, the second-placed services sector upped its advertising pressure by 5.9% relative to last July. Coming in third, the finance sector adopted a considerably more conservative position than it did in July last year, but the top three rankings remained unchanged because the runner-up segment of building, industry and furnishings also invested 1.3 percent less than in July 2018. Aside from two changes, everything remained the same in the lower part of the rankings as well. Retail trade leapfrogged the vehicles segment and is now snapping at the heels of the fifth spot. The media and cleaning sectors also swapped places.

Tobacco sector: Still great in relative terms, yet in the doldrums from an absolute perspective

Although tobacco advertising is facing increasingly fierce political opposition, the advertising pressure was nonetheless higher again in a year-on-year comparison, just like in May and June (+258.2%). In July, it was the Logic Compact e-cigarette that accounted for the lion’s share. Political campaigns were responsible for the second largest percentage gains, upping the pressure by 43.2% compared to last year. Events registered the third largest relative increase in advertising pressure (11.9%).

Minimal changes within the sectors

Of the 21 sectors, 12 put a brake on advertising in July compared to the same month last year. However, the decrease in expenditures is largely in a low single-digit percentage range, which is why there is ultimately a slight rise overall. The energy sector curtailed its pressure most of all, namely by 38.6 percent. In absolute terms, this sector continues to be way down in second last place.

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 and services (excluding range and image advertising) in July

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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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