Slight Increase for February, the Advertising Month

After a disappointing start in January, with a 1.9 percent decline, gross advertising investments in February totaled 236.983 million Swiss francs, marking a 0.7 percent increase and a slight improvement over the previous year. As Media Focus reported on Wednesday evening, the following key markets also increased their investments compared to the previous year: energy (+51 percent), tobacco products (+37 percent), transportation (+37 percent), household goods and appliances (+33 percent), watches and jewelry (+22 percent), and vehicles (+21 percent). Spending fell significantly in the cosmetics/personal care sector (-32 percent) and the tourism sector (-26 percent). The sectors that spent the most on advertising in February were automotive, finance, food, telecommunications, and tourism. Switzerland’s largest advertisers in February were once again Coop, followed by Migros, Swisscom, and Nestlé. Due to the sharp increase in spending in the automotive sector, eight car companies and brands made it into the top 30. The top 30 largest advertisers account for 37.2 percent of the total market.
Media Focus is a joint venture between the two market research firms IHA-Gfk and AC Nielsen. Since 1990, Media Focus has been tracking gross advertising spending in Switzerland across the media channels of newspapers, magazines, television, radio, billboards, movie theaters, teletext, and the Internet.