Lower advertising pressure
Media Focus Advertising pressure fell by 4.3% in 2009. Compared to 2008, gross advertising pressure in the print media fell by 10.1%.
This corresponds to a decrease of over CHF 230 million. The "TV, radio" media group and, above all, "online advertising" achieved a year-on-year increase. Advertising pressure in April (-13.3%) and May (-17%) was particularly low compared to the previous year. The fact that advertising pressure for the year as a whole was "only" 4.3% lower than in 2008 is partly due to the slight increase of 2.2% in December. A small increase was also recorded in March (+1.6%) and August (+1.4%). Otherwise, advertising pressure declined in all months. In 2009, the key market of "energy" grew particularly strongly (+16.3%; +4.2 million francs). "Tobacco products" recorded the sharpest decline in percentage terms (-41.4%; -6.1 million francs).
