A lot of advertising for household items
ADVERTISING MARKET Advertising spending in the Swiss media continued to decline in May. Last month, advertising spending totaled 419 million Swiss francs (gross) measured. This is shown in the new report from Media Focus.In the first five months of the year, cumulative advertising pressure amounted to CHF 1,988.8 million (-1.3% compared to the previous year). The services (-30%) and consumer electronics (-40%) sectors recorded a particularly sharp decline.
Overall development of advertising pressure as at May 2015.The household goods and appliances sector (+49.5%) was significantly more aggressive in terms of advertising than in the same month last year. The sector recorded gross advertising pressure of CHF 7.3 million in May. The SodaStream water purifier product was advertised the most, more than twice as much as in the previous year. V-Zug Combi Steam was the second most advertised product in this sector, with three times as much advertising pressure as in May 2014. Miele washing machines were in third place, with four times as much advertising pressure compared to the same month last year.
Advertising pressure in the sectors compared with the previous year. Rail transport shows strong advertising powerWith a gross advertising pressure of 6.7 million francs, the transport companies sector recorded an increase of 18.4% compared to the same month last year. SBB (+237%) made a considerable contribution to this. Swiss International Air Lines had the second-highest advertising pressure, but was 8% down on the previous year. ZVV is also among the top three advertisers. It recorded an advertising increase of 814% in May.Inheritance tax reform received the most publicityThe political campaigns submarket recorded gross advertising pressure of CHF 8.5 million in May. Most of this is attributable to the proposals for the referendum on June 14. The advertising pressure varies greatly from proposal to proposal: For example, advertising pressure of around 3 million advertising francs was measured for the inheritance tax reform. The advertising pressure for the RTVG proposal came second with 1.4 million. The top advertisers and most advertised products/services (excluding product range and image advertising) in May
