13.12.2019

Advertising Market Trend November 2019


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Highlights in November

Following a strong October, advertising expenditure grew slightly in the second last month of the year and stands at CHF 717.5 million (gross). As in the previous two years, November is the strongest month to date for advertising expenditure this year. Advertising expenditure is therefore at the same level in November as the same month in the previous year (+0.3%). Cumulatively, the annual advertising expenditure stands at CHF 6.7 billion (gross) one month before the year end, which is a rise of 2.3 per cent compared with the same period of the previous year.

Advertising Pressure in the market as a whole

Development of Advertising Pressure as per November 2019

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Some castling in the sector ranking

Podium places have been taken in the sector ranking list. As in the previous year, leisure, gastronomy and tourism lag behind services and financial services. The most high-profile month of the year involves a few changes at the bottom of the table. The retail business is edging forwards in November ahead of construction, industry and furnishings, thanks to the highest expenditure of all sectors. Pharma and healthcare has the most advertised product of the month with Vicks VapoRub chest rub and is overtaking the telecommunications sector as a result. Advertising on personal care services was twice as high in November as for beverages. Thanks to this performance, personal care services has a wafer-thin YTD lead of CHF 0.3 million (gross) over the beverage industry. The food industry has not only been able to confirm its lead over the vehicle sector, but has even been able to widen the gap slightly.

No major fluctuations compared with the same month in the previous year

Just a few sectors increased their advertising expenditure in November compared with the same month in the previous year. The cleaning sector (+54.8%) has achieved the largest percentage rise.

The most significant percentage reduction in advertising expenditure can be seen among political campaigns. One possible reason for advertising expenditure being 65 per cent higher in the same month of the previous year is that agreement was reached over the much-discussed self-rule initiative in November last year.

Ferrero has again been twice in the top 10

Ferrero has increased advertising expenditure in November by 40 per cent compared with the same month in the previous year and is, once again, present among the top 10 with these two products; this time, with Kinder Chocolate and Kinder Surprise. Thanks to the advertising campaign for the new TV box in November, Swisscom can be found in fifth place among the top advertisers, after it had taken just rank 10 in the previous month. Surprisingly, despite Singles Day, Black Friday and Cyber Monday, no classic electronics wholesalers can be found among the top 10 advertisers.


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 November

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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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