Media Focus: Advertising pressure increased in the first quarter of 2010
The advertising expenditure figures for the first quarter look quite positive. Gross advertising expenditure rose by 7.6 percent in the first quarter of 2010, an increase of 68.1 million francs compared with the first quarter of 2009.
The good quarterly result is mainly due to advertising activities in March. This was reported by Media Focus in a press release on Friday. Around 42 percent of the quarterly advertising volume, i.e. CHF 412.6 million, is attributable to the month of March 2010 alone.
The print media continued the positive trend in March 2010, closing the month 5.3% up on the previous year's figure, or CHF 10.4 million. The Posters media group outperformed the same month of the previous year by 17.1%, which corresponds to an increase of CHF 5.7 million. The highest gross advertising pressure was recorded in the food, vehicles and cosmetics + personal care sectors. All three sectors recorded higher figures compared to Q1 2009.
The food sector generated advertising pressure of CHF 107.8 million in the current year. This corresponds to an increase of 43.1 percent compared to the previous year. At CHF 24.4 million, chocolate + confectionery is the most important product group in the sector in the first quarter of 2010. In percentage terms, however, the fruit + vegetables product group recorded the strongest growth of 263.3%, an increase of CHF 4.3 million. As expected, the passenger car (new) product group recorded the greatest advertising pressure in the vehicles sector in the current year with around CHF 87.2 million. This corresponds to a slight increase of 1.6% compared to the first quarter of the previous year. In the lower mid-range and mid-range segments, gross advertising pressure fell by 30.5% and 28.7% respectively. In contrast, the Coupe + Sport Wagon and Luxury Car segments were advertised more intensively than in the previous year, with an increase of 316.2% and 179.5% respectively. Gross advertising pressure in the cosmetics + personal care sector rose by 20.5% in the first quarter of 2010, amounting to CHF 13.4 million. The greatest growth in value was recorded by the product groups body care cosmetics with an increase of 56.8% and hair care with 67.6% compared to the same period in the previous year.
The print media continued the positive trend in March 2010, closing the month 5.3% up on the previous year's figure, or CHF 10.4 million. The Posters media group outperformed the same month of the previous year by 17.1%, which corresponds to an increase of CHF 5.7 million. The highest gross advertising pressure was recorded in the food, vehicles and cosmetics + personal care sectors. All three sectors recorded higher figures compared to Q1 2009.
The food sector generated advertising pressure of CHF 107.8 million in the current year. This corresponds to an increase of 43.1 percent compared to the previous year. At CHF 24.4 million, chocolate + confectionery is the most important product group in the sector in the first quarter of 2010. In percentage terms, however, the fruit + vegetables product group recorded the strongest growth of 263.3%, an increase of CHF 4.3 million. As expected, the passenger car (new) product group recorded the greatest advertising pressure in the vehicles sector in the current year with around CHF 87.2 million. This corresponds to a slight increase of 1.6% compared to the first quarter of the previous year. In the lower mid-range and mid-range segments, gross advertising pressure fell by 30.5% and 28.7% respectively. In contrast, the Coupe + Sport Wagon and Luxury Car segments were advertised more intensively than in the previous year, with an increase of 316.2% and 179.5% respectively. Gross advertising pressure in the cosmetics + personal care sector rose by 20.5% in the first quarter of 2010, amounting to CHF 13.4 million. The greatest growth in value was recorded by the product groups body care cosmetics with an increase of 56.8% and hair care with 67.6% compared to the same period in the previous year.
