In August, advertising was strong - especially from leisure, gastronomy and tourism
In Switzerland, advertising spending totaled over half a billion francs in August. That is 7.2 percent more than the previous year.
Gross advertising pressure amounted to CHF 531.9 million in August, exceeding the same month of the previous year by 7.2%. In the year to date (YTD), advertising pressure amounted to CHF 4,645.7 million. This represents an increase of 3.1% compared to 2018.
Advertising pressure in the overall market
Development of advertising pressure as at August 2019
Sector ranking unchanged
The August YTD sector ranking remains unchanged. The ranking is completely identical to the previous month. Leisure, gastronomy, tourism underpins its top position with the highest advertising pressure of the month and an increase of 23.5% compared to the same month last year. With Trivago, Ebookers and Booking.com, three industry representatives are also among the top ten advertisers of the month. The second-placed service sector increased by a strong 17% compared to August last year. This also represents a cumulative increase of 12 points over the first eight months of the year. The financial sector invested slightly less in August than in the same month last year (-1.5%), but in absolute terms the sector once again generated the third-highest advertising pressure of the month. As in the two previous months, construction, industry and furnishings was responsible for lower advertising pressure than the retail trade sector. Although the cushion is shrinking, the direct pursuer can still be kept at a distance.
First and last-placed sectors with the highest percentage increases
As in July, political campaigns recorded an increase compared to the same month last year (+62.7%). This is the strongest percentage increase across all sectors. However, this increase should be viewed with caution - in gross Swiss francs, the product group was responsible for advertising expenditure of just CHF 3.2 million in August. Only the tobacco industry invested even less, at 0.3 million (gross).
The first and last sectors in the ranking each achieved the highest percentage increases in advertising pressure YTD. The tobacco industry is still in last place, but has increased by 209.9%. Leisure, gastronomy and tourism saw the second highest increase of 13%.
Advertising printing in the industries
Advertising pressure in the sectors with year-on-year comparison
Top 10 of the month
The top 10 advertisers and most frequently advertised products and services (excluding product range and image advertising) in August
Media Mix
The integration of search data, desktop (January 2017) and mobile (July 2017) into Media Focus's advertising statistics has led to a significant increase in the internet's share of the media mix. Since January 2018, search data has also been collected for French-speaking Switzerland (share of search: 85% DE/15% FR).
