Media Focus: Advertising pressure down 1.1 percent in January
Following a positive year-end result in December 2009—which exceeded the previous year’s figure—the new year began with a 1.1 percent decline compared to the gross advertising volume for the same month last year. The latest monthly statistics from Media Focus show that while print media recorded a sharp decline, television, the Internet, and billboards saw growth.
The "Print" media group recorded a decline of just under 11% (-16 million francs) in January compared to the same month last year. By contrast, the "TV", "Internet" and "Poster" media groups performed positively. These all increased by around 14% compared to the same month last year. Developments in the "Consumer electronics + photo", "IT + office", "Household articles/appliances" and "Food" sectors were extremely positive.
The Industry "Consumer electronics + photo" increased by a whopping 134.7 percent compared to the same month last year. The growth of over CHF 8 million in January 2010 is largely attributable to Media Markt's image campaign (15 years of Media Markt). In addition to this company effect, the product groups "Video / audio media" (+74.8 percent; +1.2 million Swiss francs), "Televisions" (+169.7 percent; +768,000 Swiss francs) and "Photo" (+90.0 percent; +482,000 Swiss francs) also showed a clearly positive development.
With an increase of around CHF 1.2 million (+37.3 percent) compared to the same month last year, the "EDP + Office" were among the industry winners. The most heavily advertised segment in this sector in January was "Computers (Portable)" (+243%; +2.1 million francs compared to the previous year). This is also reflected in the top 5 most advertised products in the sector. Four out of five products are laptops or netbooks. The most advertised product is the "M-Budget Netbook".
At 28.9 percent (+719,000 Swiss francs), the sector "Household articles/appliances" significantly in January 2010. Almost all of this growth came from the "large electrical appliances" product group (+124%; +822,000 francs). The frontrunners within this product group are the two segments "washing machines" (+197%; +509,000 Swiss francs) and "vacuum cleaners/accessories" (+413%; +173,000 Swiss francs).
In January 2010, food advertising appealed to health and well-being. At CHF 1.4 million, the most intensively advertised product in the entire industry "Food" was Danone Activia yogurt. The "Fruit + Vegetables" product segment increased by 322% year-on-year (+1.4 million Swiss francs). Overall, the food sector generated around 32.8% more gross advertising pressure in January 2010 (+6.9 million Swiss francs) than in the previous year.
The Industry "Consumer electronics + photo" increased by a whopping 134.7 percent compared to the same month last year. The growth of over CHF 8 million in January 2010 is largely attributable to Media Markt's image campaign (15 years of Media Markt). In addition to this company effect, the product groups "Video / audio media" (+74.8 percent; +1.2 million Swiss francs), "Televisions" (+169.7 percent; +768,000 Swiss francs) and "Photo" (+90.0 percent; +482,000 Swiss francs) also showed a clearly positive development.
With an increase of around CHF 1.2 million (+37.3 percent) compared to the same month last year, the "EDP + Office" were among the industry winners. The most heavily advertised segment in this sector in January was "Computers (Portable)" (+243%; +2.1 million francs compared to the previous year). This is also reflected in the top 5 most advertised products in the sector. Four out of five products are laptops or netbooks. The most advertised product is the "M-Budget Netbook".
At 28.9 percent (+719,000 Swiss francs), the sector "Household articles/appliances" significantly in January 2010. Almost all of this growth came from the "large electrical appliances" product group (+124%; +822,000 francs). The frontrunners within this product group are the two segments "washing machines" (+197%; +509,000 Swiss francs) and "vacuum cleaners/accessories" (+413%; +173,000 Swiss francs).
In January 2010, food advertising appealed to health and well-being. At CHF 1.4 million, the most intensively advertised product in the entire industry "Food" was Danone Activia yogurt. The "Fruit + Vegetables" product segment increased by 322% year-on-year (+1.4 million Swiss francs). Overall, the food sector generated around 32.8% more gross advertising pressure in January 2010 (+6.9 million Swiss francs) than in the previous year.
(Graphics: Media Focus)
