Annual target missed
Gross advertising spending in 2000 (3.999 billion francs) rose by 9.8 percent—or 356 million francs—compared with 1999, a significantly smaller increase than estimated: Media Focus had forecast growth of 15 percent. However, a s
Gross advertising expenditure in 2000 (CHF 3.999 billion) increased by 9.8 percent or CHF 356 million compared to 1999, which was significantly less than estimated: Media Focus had forecast growth of 15 percent. However, a weak 4th quarter, in particular a poor December, destroyed this expectation. 2000 nevertheless brought extraordinary growth rates for some media. Daily newspapers increased by 6.6 percent or CHF 109 million. Consumer magazines did even better with an increase of 8.8 percent or 57 million francs. The top result was achieved by trade journals with an additional 19 percent or 40 million francs in gross advertising expenditure.
Television saw below-average growth (plus 7.5 percent or around CHF 45 million). By contrast, 2000 was a record year for radio (up 19.4 percent or CHF 22 million). Cinema was the only media category to end the year 2000 with a loss (minus 7.9 percent or CHF 3.3 million). Teletext, however, recorded a pleasing increase (plus 10 percent or CHF 2 million). Poster advertising recorded a top result with an increase of 15.1 percent or around CHF 53 million. Internet advertising, which was surveyed for the first time in 2000, reached a gross figure of CHF 31.4 million.
For the current year, Media Focus expects significantly lower growth in gross advertising expenditure than in the previous year.
Daniel Schifferle
Gross advertising expenditure by media
Television saw below-average growth (plus 7.5 percent or around CHF 45 million). By contrast, 2000 was a record year for radio (up 19.4 percent or CHF 22 million). Cinema was the only media category to end the year 2000 with a loss (minus 7.9 percent or CHF 3.3 million). Teletext, however, recorded a pleasing increase (plus 10 percent or CHF 2 million). Poster advertising recorded a top result with an increase of 15.1 percent or around CHF 53 million. Internet advertising, which was surveyed for the first time in 2000, reached a gross figure of CHF 31.4 million.
For the current year, Media Focus expects significantly lower growth in gross advertising expenditure than in the previous year.
Daniel Schifferle
Gross advertising expenditure by media
1999/2000 in comparison
in 1000 Fr. 1999 in 1000 Fr. 2000 +/- %
Daily newspapers 1 654 448 1 763 802 6.6
Publications 645 345 702 122 8.8
Trade journals 212 212 252 438 19.0
TV 604 681 649 843 7.5
Radio 113 068 134 982 19.4
Cinema 41 948 38 643 - 7.9
Teletext 20 158 22 173 10.0
Poster 351 480 404 380 15.1
Internet Banner - 31 438 -
Total 3 643 340 3 999 821 9.8
Source: Media Focus Hergiswil (NW)
