Media Focus: Slightly less advertising in April
After peaking in March, gross advertising spend fell slightly in April 2011, totaling just under 380 million francs. This is shown in Media Focus’s monthly report on trends in the Swiss advertising market. The volume exceeded that of previous years by 5.1 percent (+18.4 million compared to 2010) and 8.8 percent (+30.7 million Swiss francs compared to 2009), respectively.
In percentage terms, the sector with the lowest advertising pressure, "Tobacco Products," increased the most in April compared to the same month last year (+61.7 percent; + 666,226 Swiss francs). This development was mainly driven by the advertising of the Philip Morris brands "Chesterfield" and "Marlboro". Among the most intensively advertised brands in April 2011 were also "Parisienne".
Development of advertising print as of April 2011
With an increase in advertising print of 36 percent (+1.3 million Swiss francs), the "IT + Office" sector reported the second-largest percentage increase year-on-year. In April 2011, the distribution of gross advertising print in this sector was 89.5 percent for "IT" (CHF 4.3 million) and 10.5 percent for "Office" (CHF 513,421). Within the "IT" product group, the segment with the highest advertising print was "Computer (laptop)". Advertising for laptops recorded a share of around 46.5 percent (CHF 2.0 million). By contrast, the advertising share for "Netbooks + Tablets" (7.3 percent; CHF 320,018) or "Desktop Computers" (2, 3 percent; CHF 102,390) was at a very low level.
Around a third more money was invested in advertising for "Telecommunications" in April 2011 (+ 29.5 percent; + 4.0 million Swiss francs). As usual, "Mobile" gobbled up the biggest share of advertising money (63.6 percent; CHF 11.3 million). According to Media Focus, the development of advertising for "apps" is interesting. Since September 2009, these have been actively advertised in traditional advertising media. Advertising pressure increased significantly since 2009 and reached its peak to date in December 2010 (CHF 3.1 million). At the beginning of the year, gross advertising print fell sharply, rose slightly in March 2011, but subsequently fell again and in April 2011 still generated gross advertising print of around 1.4 million Swiss francs. "Is this already the first indicator that apps have lost their appeal?
