Advertising Market Trend March 2019

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Highlights in March

Gross advertising expenditure in March was CHF 659.6 million. Gross advertising expenditure increased significantly in March following the first two months of the year. In comparison with the previous year, however, a slight decrease of 5.2% can be seen. The annual advertising expenditure was 1,760.6 million gross francs, which corresponds to a growth rate of 1.6% in comparison with the previous year. This growth can still be traced back to January, which was surprisingly strong.

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 March 2019

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Leisure, gastronomy and tourism still at the top

If you consider the annual advertising expenditure of the individual sectors, you will see a similar picture to the first two months of the year. In first place is leisure, gastronomy and tourism, almost on a par with the services sector in second place. Third place goes to the vehicles sector. Fashion & sport lies just below the food sector. Beverages and public transport companies swapped places, as did the cleaning and media sectors.

Slight changes within sectors

For the vast majority of sectors in March 2019, the gross advertising expenditure shows slight changes in comparison with the previous year. This can also be seen in the small growth of 1.6% across all sectors. The largest increase in comparison with the same month of the previous year is the political campaigns product group (+27.2%), although this did not hinder the slight decrease in advertising expenditure through initiatives and campaigns. The energy (+7.5%) and the vehicles sectors (+4.9%) also slightly increased the gross advertising expenditure. In comparison with the same month of the previous year, the telecommunications industry increased by just 6.3% in total, despite having the two most advertised products of the month.

Media sector weaker

The media sector has continued to decrease. As with January and February 2019, it also reduced the gross advertising expenditure in March by a full 30.8% in comparison with March of last year. As a result, it slipped a place in the rankings behind the cleaning sector. The tobacco products sector also reduced the advertising expenditure in March by 31.6% in comparison with the previous year, and continues to remain at the bottom of the rankings. In comparison with the same month of the previous year, personal care (-23.8%) and fashion & sport (-20.7%) also experienced a decrease.

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 March

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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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