Media Focus: Advertising print remains above the 300 million mark
Gross advertising spend remains at a high level. This is shown by Media Focus’s Advertising Market Trend Report. As was the case in January 2011, advertising spend exceeded the 300-million mark in February as well. Compared to the same month last year, gross advertising spend rose by 6.4 percent to over 309 million francs (+18.7 million francs).
The "Food" sector nibbled at the 37 million mark in the advertising month of February 2011. Compared with the previous year, gross advertising increased by around 17 percent (+5.4 million Swiss francs). In terms of product groups, the heavyweight of the month was "Chocolate + Confectionery". The measured gross advertising print in February 2011 was around 9.6 million Swiss francs. This represents an increase of 17.5 percent (+1.4 million Swiss francs) compared with the previous year.
Although the "Telecommunications" sector was not quite able to clear the 20 million hurdle in the month of February 2011, no one was left behind thanks to Local.ch. Compared to the previous year, the gross value print was increased by more than 38 percent and amounted to over CHF 19 million (+ CHF 5.3 million). Among the top 10 products of the month, rank 1 to 4 came from the telecommunications sector; "Orange Me" at the top, followed by Local.ch, "Sunrise Free Internet Offer" and "Swisscom Natel Liberty". The top 4 products represented over 30 percent of the telecoms advertising print.
The "Watches + Jewelry" product group exceeded the 3 million level in February 2011. Around two-thirds of advertising pressure was invested in watch advertising alone (CHF 2.0 million, + 70.1 percent year-on-year). Watches were featured most intensively in the glossy press ("consumer, financial + business press"). Within the "Watches" segment, the "General, Financial + Business Press" held a media mix share of over 42 percent.
The "daily, weekly + Sunday press" and "TV" media groups again went head-to-head in February 2011. However, "TV" set the bar somewhat higher and ended the advertising month with around CHF 102 million. The "daily, weekly + Sunday press" just failed to break the 100 million mark.
