Media Focus: Advertising print up 9 percent in 2010

In December 2010, there was even an increase of a whopping 18 percent to CHF 422.5 million, as Media Focus wrote in a media release on Tuesday. Only in January 2010 did advertising pressure decrease by 0.6 percent compared to the same month of the previous year. Otherwise, advertising volume increased in all months.

Companies spent the most money on food advertising (487.4 million Swiss francs). The product group "chocolate and confectionery" was advertised most intensively. This was followed by vehicles (482.8 million Swiss francs) and cosmetics and body care (381.4 million Swiss francs). The cosmetics and toiletries sector tripled its advertising spend over the past ten years.

Television again benefited most from increased advertising spending in 2010. The TV media group increased by 12.8 percent to CHF 1.3 billion. The Billboard media group exceeded the previous year's volume by 4.2 percent, reporting a figure of CHF 446 million for 2010. The advertising volume in print media increased by 7.3 percent (+ 150 million Swiss francs); only the trade press suffered a decline of 2.4 percent (- 2.1 million Swiss francs).

Special analysis of the advertising market in 2010

At the beginning of the year, Media Focus also provides some key data on the Swiss advertising market in 2010: The average duration of TV commercials was 21.8 seconds, that of radio commercials 19.7 seconds. Around 21,047 companies were active in advertising last year. 20.7 percent of gross advertising came from the top 10 advertisers.
 

In 2010, a total of 1,210,811 TV commercials were broadcast. 21.5 percent of these were from the Cosmetics + Toiletries sector, 19.7 percent from the Food sector.
 
The day of the week with the highest average advertising volume in the Print media was Wednesday, in the TV it was Sunday and in the Radio Friday.