Poster and online advertising fuelled the Swiss advertising market in the merry month of May. With gross advertising expenditure of 692.5 million Swiss francs, representing a 4.8 per cent increase, May replaced March as the highest month ytd. Compared to the previous month of April, this represents an increase of 8.3 per cent and 15.8 per cent compared to the same month last year. Cumulative gross advertising pressure exceeded the 3 billion mark in May, amounting to 3,094.4 million francs. Annual advertising pressure therefore rose by 5 per cent, year-on-year.
Development of Advertising Pressure as per May 2019
The online advertising-savvy leisure, gastronomy, tourism and services sectors consolidated their leading position in the fifth month of the year. Despite spending three million less on advertising expenditure in May compared to its rival industry, leisure, gastronomy, tourism still had a comfortable cushion between it and the services sector. 22 million francs of gross advertising expenditure currently separate the two leaders. Finance claimed third place, thereby ending the brief sojourn of building, industry, furnishings on the podium, despite a smaller year-on-year increase (+13% compared to 24.8%).
The largest year-on-year increase was recorded by the tobacco sector. Advertising pressure was around 13 times higher than in May 2018, making May 2019 the month in which the tobacco sector recorded its highest advertising pressure since September 2016. Around 80% of gross advertising expenditure was attributable to one advertiser: British American Tobacco Switzerland AG. Known for brands such as Pall Mall, Parisienne and Winfield, this global tobacco company now advertises VYPE e-cigarettes and EPOK Snus in Switzerland. But this does not alter the fact that the tobacco sector continues to have the lowest advertising pressure compared to other industries. The second biggest increase was recorded by the IT, hard + software product group (81.1%). This is closely followed by the public transport companies, services and personal care sectors (around 40% each).
The ups and downs of the cleaning sector continue. While the industry ranked among the top 3 with the largest increase (+61.6%) last May, it significantly cut back its advertising pressure this May (-32.2%). The biggest fall was recorded by the (liquid) detergent product segment. As well as cleaning, only the beverages sector also reduced its advertising pressure in May. But at -5.6 per cent, its decline was much lower.
Advertising pressure in the sectors with comparative figures for the previous year
The top 10 advertisers and most widely advertised products and services (excluding range and image advertising) in May:
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).