Advertising Market Trend: The Highlights in November
Media Focus’s Advertising Market Trend Report shows that, following a strong October, advertising spending rose slightly again in the second-to-last month of the year, reaching 717.5 million Swiss francs (gross). This makes November, as in the two previous years, the month with the highest advertising spending so far this year.
Gross advertising print in November is therefore at around the same level as in the same month of the previous year (+0.3%). One month before the end of the year, cumulative annual advertising print stands at 6.7 billion gross Swiss francs, up 2.3 percent on the same period last year.
The development of advertising print in the overall market as of November 2019.
Some castles in the industry ranking
The podium positions in the industry rankings have been taken. As in the previous year, Leisure, Hospitality, Tourism is ahead of Services and Financials. However, the strongest advertising month of the year brings some changes to the back of the table. Thanks to the highest advertising pressure of all sectors in November, the retail trade moves ahead of construction, industry, furnishings.
Pharma & Health provides the most heavily advertised product of the month with "Vicks VapoRub" cold ointment and subsequently overtakes Telecommunications. Personal Needs is advertised twice as much as Beverages in November. Thanks to this effort, personal needs has a razor-thin lead of 0.3 million Swiss francs gross over beverages YTD. The food industry not only maintains its lead over the vehicle industry, but can even increase the gap slightly.
No major fluctuations compared with same month of previous year
Only a few sectors increased their advertising pressure in November compared with the same month last year. The biggest percentage increase was in the cleaning sector (+54.8%).
The greatest percentage decrease in advertising pressure was seen in political campaigns. The 65 percent increase in advertising pressure in the same month last year can be explained by the fact that the much-discussed self-determination initiative was voted on last November.
Ferrero again twice in the top 10
Ferrero increases advertising pressure in November by 40 percent compared to the same month last year and is again represented in the top 10 with 2 products, this time Kinder Schokolade and Kinder Überraschung.
Thanks in part to the advertising campaign for the new TV box, Swisscom is in fifth place among the top advertisers in November, after ranking only 10th in the previous month. Surprisingly, despite Singles Day, Black Friday and Cyber Monday, no classic electronics retailer is among the top 10 advertisers.
Advertising pressure in the sectors with year-on-year comparison.
The top 10 advertisers and most advertised products and services (excluding assortment and image advertising) in November.
Media mix
The integration of Search data, Desktop (January 2017) and Mobile (July 2017) into the Media Focus advertising statistics has led to a significant increase in the share of Internet in the media mix. Since January 2018, Search data has also been collected for French-speaking Switzerland (Search share: 85% DE; 15% FR).
