Advertising pressure cracks the 4 billion franc mark
Last year, advertisers in Switzerland spent more than 4 billion francs on advertising for the first time. Compared to the previous year, advertising spending rose by 8.8 percent. The lion’s share still goes to print media, even though daily newspapers saw a decline. TV advertising saw the biggest increase.
Last year, advertisers in Switzerland spent more than CHF 4 billion on advertising for the first time. This represents an 8.8% increase in advertising pressure compared to the previous year. This is according to the latest figures from Media Focus. 35.5 percent of the advertising pie went to daily newspapers, 26.0 percent to television, 16.6
percent went to consumer magazines, 4.8 percent to trade journals, 3.4 percent to radio, 10.9 percent to billboard advertising, 1.2 percent to cinema and 1.3 percent to Internet advertising. Television advertising saw the strongest growth, while daily newspapers suffered a loss. The relatively low share of internet advertising, which is surprising in view of the continuing online enthusiasm, is due to the fact that Media Focus does not survey online classified ads and the entire search engine marketing sector. Broken down by sector, political campaigns recorded the strongest growth last year (+94.9%) due to the federal elections. Advertising for food, cosmetics/personal care, charitable campaigns and services increased by around a quarter. As expected, there was a massive decline in advertising for tobacco products (-60.6%).
Along with the annual figures, Media Focus also reported on developments in December: last month, advertising pressure increased by 2.8% compared to the same period in the previous year. However, there was a decline compared to November and December proved to be the weakest month of the year in terms of advertising. In September and October, there had still been double-digit growth rates.
The energy advertising market recorded the highest growth of all advertising markets in December with an increase of 92.4% (CHF +1.4 million) compared to the same period in the previous year. The cosmetics market also grew by a further 33.6% (+7.2 million Swiss francs) in December.
Among the losers in the advertising month of December was the financial sector with a drop of 15.9% (-4.0 million francs). Advertising for household articles fell by 23.4%.
percent went to consumer magazines, 4.8 percent to trade journals, 3.4 percent to radio, 10.9 percent to billboard advertising, 1.2 percent to cinema and 1.3 percent to Internet advertising. Television advertising saw the strongest growth, while daily newspapers suffered a loss. The relatively low share of internet advertising, which is surprising in view of the continuing online enthusiasm, is due to the fact that Media Focus does not survey online classified ads and the entire search engine marketing sector. Broken down by sector, political campaigns recorded the strongest growth last year (+94.9%) due to the federal elections. Advertising for food, cosmetics/personal care, charitable campaigns and services increased by around a quarter. As expected, there was a massive decline in advertising for tobacco products (-60.6%).
Along with the annual figures, Media Focus also reported on developments in December: last month, advertising pressure increased by 2.8% compared to the same period in the previous year. However, there was a decline compared to November and December proved to be the weakest month of the year in terms of advertising. In September and October, there had still been double-digit growth rates.
The energy advertising market recorded the highest growth of all advertising markets in December with an increase of 92.4% (CHF +1.4 million) compared to the same period in the previous year. The cosmetics market also grew by a further 33.6% (+7.2 million Swiss francs) in December.
Among the losers in the advertising month of December was the financial sector with a drop of 15.9% (-4.0 million francs). Advertising for household articles fell by 23.4%.
