Media Focus: Economic crisis is reflected in the advertising market

Media Focus also has no good news when it comes to the advertising market: companies and organizations placed advertising worth
273.33 million francs. This is 8.7 percent less than in the same month last year.
With the exception of radio, teletext and the Internet, all media groups lost ground, according to the research company Media Focus on Monday. Cinema operators were the hardest hit. Advertising pressure fell by 44.7 percent. The consumer, financial and business press recorded a drop of 24.3 percent.

In terms of sectors, the advertising market primarily reflected the crisis in the automotive industry. Vehicles were advertised 19.4% less. Advertising for luxury cars in particular declined, while advertising pressure for mid-range vehicles increased.
The key market of telecommunications was also hit hard with a drop of 29.2 percent. The shift within the sector is striking: whereas in January 2008 products from the "Mobile" group had seven times more advertising pressure than Internet offerings, the two areas are now roughly equal. One of the reasons for this is the fierce battle for various ADSL offers, according to the report. The takeover of Tele2 by Sunrise is also making itself felt.