Still a lot of movement in the Swiss advertising market
ADVERTISING MARKET The outflow of advertising money from print media to television and online media will continue unabated in 2016. However, non-traditional communication, in particular direct advertising, can also benefit from this drain.By Walter Weder, Media.Research.GroupThe Media.Research.Group's advertising market study is being published for the twentieth time this year. This time, 352 of the top 750 advertising clients have disclosed their communications. In addition to the size of the available communication budget, they were asked about its distribution across the individual media and communication genres.non-traditional communication has regained the upper hand over traditional communication for the first time since 2010. Non-traditional communication includes direct advertising, sponsorship, sales promotion including advertising at the POS, trade fairs and PR. In 2015, 48.5 percent of all marketing communication was invested in these means of communication. This year, the figure is significantly higher (51.3 percent). Direct advertising contributed the most to this shift, increasing its share of total communication by 2.2% to 16.1%. The shares of the other non-classical means of communication changed only slightly.
The traditional media sector is more hectic. While print media (newspapers and magazines) still had a share of more than 40% (41.4%) five years ago, this fell below the 30% mark to 28.6% in 2016. TV advertising made significant gains. A third of total advertising investment in traditional media (33.3%) went to television in 2016. This is 3% more than in the previous year. Advertising investment in online media increased slightly more (+3.9%). They accounted for a share of 23.2% in 2016.
What is often overlooked in the online hype is the fact that, even with the large increase this year, total online advertising is still lagging far behind total sales promotion expenditure, including advertising at the POS. And this will remain the case for some time to come. www.mediaresearchgroup.ch
