Media Focus: May advertising month in the red
After a clear year-on-year increase in March of this year, gross value added in May 2012 was significantly lower than in the previous year, falling by 3.9 percent.
The "Apparel + Lingerie" sector recorded a 27.4 percent year-on-year decline in May 2012, Media Focus wrote in a statement on Friday. This minus hit a total of 4.3 million Swiss francs. While advertising spending in the "Lingerie," "Shoes," "Clothing Accessories," "Clothing Other" as well as "Clothing Image, Internet, PS" segments fluctuated only "minimally," in the range of +280'000 francs to -740'000 francs, the "Outerwear" segment collected a whopping minus of 3.6 million francs. Charles Voegele reduced its advertising activities in the "Outerwear" division by around 1.3 million Swiss francs in May 2012 and was thus the driving force behind this development.
The reduction of advertising francs in the clothing industry in the month of May 2012 was to the greatest detriment of "TV" in absolute terms (-1.7 million francs) and to the greatest detriment of "Cinema" in relative terms (-83 percent).
+52 percent for household appliances
The biggest percentage increase in advertising pressure was measured in the "Household articles/appliances" sector in May 2012. The 52 percent increase over the previous year resulted in an increase of CHF 2.5 million to around CHF 7.2 million. Small electrical appliances" were particularly "pushed" (+159 percent; +1.9 million Swiss francs). This sector generated advertising pressure of around CHF 3.1 million in May 2012. The largest shares of this were attributable to the "Coffee/Espresso Machines" segment. The leading advertiser in this category in May 2012 was Nestlé, closely followed by Jura.
This development in the "Household articles/appliances" sector in May 2012 benefited the "TV" media in particular in absolute terms (+2.6 million Swiss francs) and the "Poster" media in relative terms (+196 percent).
> Media Focus Advertising Market Trend Report 2012/05 (PDF)
