A September Marked by Elections
Mediafocus: Politics and business dominated the advertising market last month. Advertising volume rose significantly.
Mediafocus: Politics and business dominated the advertising market last month.
Advertising spending rose by 11.6 percent year-over-year in September 2007. The cumulative increase since the beginning of the year stands at 8.5 percent. As expected, political campaigns recorded the strongest monthly growth—up 139.3 percent—during the final stretch of the election campaign. With a total advertising spend of 10.7 million Swiss francs, the parties communicated their political views and candidates.
A comparison of the share of advertising spent by the Federal Council parties with their current political representation (in percent) in the National Council confirms what is already known, but may also come as a surprise. The SVP’s share of advertising is 25 percentage points higher than its percentage share in the National Council. For the SP, this comparison shows the opposite trend: its share of advertising is 13 percentage points lower than its percentage share in the National Council. For the remaining Federal Council parties, this comparative figure tends to fall in the middle, in line with their political orientation. The FDP spends a higher percentage on communications than its representation in the National Council (plus 10 percentage points), and the CVP has a higher percentage of representation in the National Council than in its election advertising (minus 4 percentage points). However, the impact of the election advertising will only become clear once the new political composition of the National Council is announced.
With a 32.1 percent increase (up 12.1 million Swiss francs), the key financial services market also posted a strong month for advertising. A look at trends in the product groups reveals which areas of the financial sector are primarily responsible for this positive trend: The insurance product group (+43.5%; 4.8 million Swiss francs), investment products (+43.9%; 3.4 million Swiss francs), and basic products (+135.6%; 1.8 million Swiss francs) recorded the largest year-over-year changes. Among the top five companies in September, Raiffeisenbank posted the strongest growth (up 408.5%).
Across all product markets, image advertising was also among the monthly winners. With a 27.3 percent increase, 17.5 million Swiss francs were spent on non-product-related advertising in September. The advertising markets for services (+19.4%), telecommunications (+14.8%), watches/jewelry (+14.6%), and consumer electronics/photography/movies (+14.5%) also posted significant increases in September compared with the same month last year.
This month, the media groups teletext, television, billboards, and movie theaters all posted growth rates above the average. Looking at the cumulative data for the months of January through September 2007, the television media group posted growth above the average.
Goldbach Media
Advertising spending rose by 11.6 percent year-over-year in September 2007. The cumulative increase since the beginning of the year stands at 8.5 percent. As expected, political campaigns recorded the strongest monthly growth—up 139.3 percent—during the final stretch of the election campaign. With a total advertising spend of 10.7 million Swiss francs, the parties communicated their political views and candidates.
A comparison of the share of advertising spent by the Federal Council parties with their current political representation (in percent) in the National Council confirms what is already known, but may also come as a surprise. The SVP’s share of advertising is 25 percentage points higher than its percentage share in the National Council. For the SP, this comparison shows the opposite trend: its share of advertising is 13 percentage points lower than its percentage share in the National Council. For the remaining Federal Council parties, this comparative figure tends to fall in the middle, in line with their political orientation. The FDP spends a higher percentage on communications than its representation in the National Council (plus 10 percentage points), and the CVP has a higher percentage of representation in the National Council than in its election advertising (minus 4 percentage points). However, the impact of the election advertising will only become clear once the new political composition of the National Council is announced.
With a 32.1 percent increase (up 12.1 million Swiss francs), the key financial services market also posted a strong month for advertising. A look at trends in the product groups reveals which areas of the financial sector are primarily responsible for this positive trend: The insurance product group (+43.5%; 4.8 million Swiss francs), investment products (+43.9%; 3.4 million Swiss francs), and basic products (+135.6%; 1.8 million Swiss francs) recorded the largest year-over-year changes. Among the top five companies in September, Raiffeisenbank posted the strongest growth (up 408.5%).
Across all product markets, image advertising was also among the monthly winners. With a 27.3 percent increase, 17.5 million Swiss francs were spent on non-product-related advertising in September. The advertising markets for services (+19.4%), telecommunications (+14.8%), watches/jewelry (+14.6%), and consumer electronics/photography/movies (+14.5%) also posted significant increases in September compared with the same month last year.
This month, the media groups teletext, television, billboards, and movie theaters all posted growth rates above the average. Looking at the cumulative data for the months of January through September 2007, the television media group posted growth above the average.
Goldbach Media
