18.11.2019

Advertising Market Trend October 2019


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Highlights in October

Gross advertising expenditure in October achieved the previous annual high of 713 million Swiss francs. This represents an increase of 10.8 percent compared to September and a 5.5 percent gain versus the same month last year. Cumulatively, annual gross advertising expenditure approached the 6 billion mark, at 5,996.8 million Swiss francs. This figure also rose year-on-year (+2.6%).

Advertising Pressure in the market as a whole

Development of Advertising Pressure as per October 2019

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Food industry ahead of the vehicle sector in the annual rankings for the first time

As in the previous month, the finance industry once again generated the highest advertising expenditure of all sectors in October. However, the services industry lagged only slightly behind it, as this also experienced a lot of advertising activity. All three leading sectors improved compared to last year – meaning there will be hardly any change in the podium positions by the end of the year. The food industry confirmed its positive trend by overtaking the vehicle sector for the first time this year in October. This is not surprising, as two of its representatives occupied first (Kinder Riegel) and sixth (Kinder Schoko-Bons) place in the Top 10 products of the month. Ferrero consolidated its fourth position in the leading advertiser rankings, immediately behind the three advertising giants, Coop, Migros and Procter & Gamble. There were no changes at the bottom of the industry table.

Political campaigns hold firm

Political campaigns generated virtually the same advertising expenditure as in September, still due to the parliamentary elections on 20 October. In addition, the FDP National Council was once again one of the most advertised products of the month, this time in eighth place. Thus, political campaigns recorded the second largest increase in percentage terms, both compared to the same month last year and YTD. In terms of percentage increase, the tobacco sector had the edge, but was still at the foot of the ranking in absolute figures.

News from the Top 10

CSS Versicherung catapulted into the Top 10 advertiser rankings, with a remarkable increase of 208 percent compared with the same month last year. Denner (+132.4%) also rose sharply, in comparison with last October. As well as the Ebookers, Zalando has also managed to remain in the Top 10 products of the month since September. Kinder Riegel made into the top 10 the third time in a row.


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 October

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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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