Media Focus reports significant decline in advertising in October
The economic downturn is having a significant impact on the Swiss advertising business: In October, advertising pressure fell by a full 7.6% compared to the previous year. Telecom companies in particular were reluctant to advertise.
The economic downturn is having a significant impact on the Swiss advertising business: In October, advertising pressure fell by a full 7.6% compared to the previous year. Telecom companies in particular were reluctant to advertise.
As the market research institute Media Focus announced on Thursday, of the three major telecoms companies in Switzerland, only Orange increased its advertising pressure in October. This resulted in a 30.5% decline for the entire telecoms market in October.
Advertising pressure also fell sharply in the beverages segment (-24.8%), household goods and appliances (-23.5%) and consumer electronics including photo and film (-21.6%). Tobacco products, on the other hand, grew by a whopping 220.3%. In the energy sector, advertising pressure increased by 23.2%. Media Focus attributes this to rising advertising expenditure for the image of electricity companies, which has been damaged by rising prices in the liberalized electricity market.
The decline affected the individual media to varying degrees. In the print sector, the financial and business press suffered the biggest slump with a drop of 14.4%. Among the losers in the electronic media were cinema (-17.6%) and public television (-15.7%). In contrast, Internet advertising (+47.4%) and teletext (+28.8%) defied the downward trend, according to Media Focus.
As the market research institute Media Focus announced on Thursday, of the three major telecoms companies in Switzerland, only Orange increased its advertising pressure in October. This resulted in a 30.5% decline for the entire telecoms market in October.
Advertising pressure also fell sharply in the beverages segment (-24.8%), household goods and appliances (-23.5%) and consumer electronics including photo and film (-21.6%). Tobacco products, on the other hand, grew by a whopping 220.3%. In the energy sector, advertising pressure increased by 23.2%. Media Focus attributes this to rising advertising expenditure for the image of electricity companies, which has been damaged by rising prices in the liberalized electricity market.
The decline affected the individual media to varying degrees. In the print sector, the financial and business press suffered the biggest slump with a drop of 14.4%. Among the losers in the electronic media were cinema (-17.6%) and public television (-15.7%). In contrast, Internet advertising (+47.4%) and teletext (+28.8%) defied the downward trend, according to Media Focus.
