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Mediafocus's gross advertising spending figures show a mixed February
February was a weak advertising month compared with the same month last year, according to Mediafocus surveys: Overall, gross advertising expenditure in commercial advertising was only 0.9 percent or CHF 2.7 million higher.Print media performed very differently: Newspapers recorded a decline of 2.1 percent (minus CHF 2.7 million), and general-interest magazines lost as much as 4.3 percent (minus CHF 2 million). By contrast, the selection of trade magazines increased by 8.8 percent (plus 1.4 million Swiss francs).
TV stations are minimally (plus 2.4 percent) above the previous year's level, while radios have suffered their second setback in the current year (minus 5.9 percent). Teletext also took a dive (down 6.1 percent).
Among the winners were the cinemas, which reported a double-digit increase in gross advertising expenditure of 23.3% (plus CHF 647,000). And the billboard companies more than made up for their miserable January, posting a 14.8 percent increase in February. Online advertising is still on the rise, increasing by 37.9% or 349,000 Swiss francs. It had already recorded an increase of 24.2 percent in January.
In the first two months of this year, gross advertising expenditure was 2.2 percent (up CHF 11.8 million) higher than in the same period last year. Online advertising (up 31.4 percent), cinema with an increase of 20 percent, trade magazines (up 9.8 percent) and TV with an increase of 8.5 percent are the winners among the media so far.
So far, radio stations in particular have suffered a decline of 8.2 percent, while newspapers are down 0.4 percent on the same period last year. At least a minimal increase was recorded by general-interest magazines (up 0.6 percent), and teletext and posters are still 1.6 percent and 2.6 percent better off. Markus Knöpfli
Gross advertising expenditure by media
TV stations are minimally (plus 2.4 percent) above the previous year's level, while radios have suffered their second setback in the current year (minus 5.9 percent). Teletext also took a dive (down 6.1 percent).
Among the winners were the cinemas, which reported a double-digit increase in gross advertising expenditure of 23.3% (plus CHF 647,000). And the billboard companies more than made up for their miserable January, posting a 14.8 percent increase in February. Online advertising is still on the rise, increasing by 37.9% or 349,000 Swiss francs. It had already recorded an increase of 24.2 percent in January.
In the first two months of this year, gross advertising expenditure was 2.2 percent (up CHF 11.8 million) higher than in the same period last year. Online advertising (up 31.4 percent), cinema with an increase of 20 percent, trade magazines (up 9.8 percent) and TV with an increase of 8.5 percent are the winners among the media so far.
So far, radio stations in particular have suffered a decline of 8.2 percent, while newspapers are down 0.4 percent on the same period last year. At least a minimal increase was recorded by general-interest magazines (up 0.6 percent), and teletext and posters are still 1.6 percent and 2.6 percent better off. Markus Knöpfli
Gross advertising expenditure by media
February 2000/2001 in comparison
in 1000 Fr. 2000 in 1000 Fr. 2001 +/- %
Daily newspapers 127 908 125 224 - 2.1
Publ. journals 46 304 44 291 - 4.3
Trade journals 15,874 17,278 8.8
TV 55 579 56 907 2.4
Radio 10 154 9 553 - 5.9
Cinema 2,774 3,421 23.3
Teletext 1 655 1 554 - 6.1
Poster 29,551 33,925 14.8
Internet banner 920 1,269 37.9
Total 290,721 293,422 0.9
Source: Media Focus Hergiswil (NW)
