The advertising behavior of the Federal Council parties
According to Media Focus, the parties spent a total of 10.7 million francs on advertising in September. A comparison of the Federal Council parties’ share of advertising spending with the current political makeup of the National Council reveals some interesting insights.
Advertising pressure rose sharply last month, mainly thanks to political advertising, as the figures from Media Focus show (see ). The parties spent a total of CHF 10.7 million on advertising in September. It is interesting to compare the advertising share of the Federal Council parties with the current political distribution in the National Council: the SVP's advertising share is 25 percentage points higher than the percentage share in the National Council. This comparison is the opposite for the SP: its share of advertising is 13 percentage points lower than its percentage share in the National Council. For the other Federal Council parties, this comparative value is more in the middle according to their political orientation. In percentage terms, the FDP spends more on communication than it does in the National Council (plus 10 percentage points) and the CVP achieves a higher percentage in the National Council than in election advertising (minus 4 percentage points).
