Advertising Market Trend June 2019

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Highlights in June

Total gross advertising expenditure for the first half-year is now known – 3,648 million Swiss francs. This corresponds to an increase of 2.6 per cent compared with the previous year – despite noticeably lower advertising expenditure in June. At 552.7 million Swiss francs, this is 9.1 per cent less than in June 2018. Compared to May, this represents a decline of around one fifth.

Advertising Pressure in the market as a whole

Development of Advertising Pressure as per June 2019

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Top 10 sectors strengthen

The sector ranking remained virtually unchanged in June. Leisure, gastronomy, tourism is still ahead of the services industry. Finance again claimed the third podium place in June, as in the previous month. With the exception of retail trade (+4%) and food (+2%), the advertising activity of all Top 10 sectors was more defensive, in keeping with the declining advertising market. A quarter of the drop in advertising pressure across all 21 sectors is attributable to the Top 3 industries.

Tobacco sector: upward trend continues

In comparison to the same month of the previous year, the gross advertising expenditure of most sectors has decreased. One of the main exceptions was the tobacco industry, which again increased its advertising pressure in June. Its gross advertising pressure was 3.4 million francs, thereby overtaking the energy sector. This represents a significant 679 per cent increase, in comparison to the same month of the previous year and 228 per cent compared to the previous month. The biggest driver in June was Philip Morris with its "smoke-free alternative IQOS". Media also increased its gross advertising pressure by 34.9 per cent, thereby moving up a place.

13 sectors make considerable cutbacks

Gross advertising pressure in 13 of the 21 industries dropped over 5 per cent in June. The biggest declines were seen in initiatives & campaigns, energy, cleaning, telecommunications and digital & household. The downturns ranged from around one quarter to one third of advertising presence. Events, personal care and public transport companies remained at a stable level, however.

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 June

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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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