Fashion & Sports relies most heavily on online advertising of all sectors
January 2020 marked the end of the first month to include the validated database for Media Focus SEA data, with 439 million Swiss francs in gross revenue. Just under a third of advertising spend in the first month was generated by online advertising. This is shown in the 2020 Advertising Market Trends report.
Development of advertising print as of January 2020 in millions of gross Swiss francs.
Leisure, gastronomy, tourism still in their own league
At the beginning of the year, the top industry Leisure, Hospitality, Tourism outshines all other industries and ranks first in the industry ranking by a wide margin. The retail trade sector is the second-place finisher. The service sector, which secured the silver medal at the end of 2019, starts the new year in third place.
Online vs. offline
The sector with the highest share of Internet advertising in sector advertising print is called Fashion & Sports (71%). Representatives of the Digital & Household sector also generated slightly more than half of their advertising print through Internet advertising in January (50.1%). The top sectors Leisure, Hospitality, Tourism as well as Services also show clearly above-average online advertising shares. By far the smallest online shares can be seen in the cleaning industry (2.8%), the event industry (5.7%) and the food industry (6.5%).
News from the Top 10
It is noticeable that 4 of the 10 most advertised products in January are travel providers. In the same month last year, the figure was also 4. There are no surprises among the top advertisers. The three advertising giants Coop, Migros and Procter & Gamble continue to lead the field in the new year. Amazon, which has the second most advertised product of the month, is in eighth place among the leading advertisers.
Advertising printing in the industries
The top 10 advertisers and most advertised products and services (excluding assortment and image advertising) in January.
Media Mix January 2020
Methodology
With the January data close, Media Focus has integrated a more valid database for SEA advertising presence data. For the time being, the data is only available for 2020, which is why the January Advertising Market Trend only refers to this year. The back calculation for the years 2018 and 2019 will be completed by the February data close, which means that multi-year comparisons will then be integrated again in the next Advertising Market Trend February.
The integration of the new data into the Swiss advertising statistics will reduce the total volume of search advertising in the media mix by around 50 percent, depending on the industry. Proportionality within industries, customer groups, etc. will be maintained. The volatility of the data will be significantly reduced by the change in valuation.
