Advertising market: Divers in August
The market research company Media Focus publishes its monthly report on the development of the Swiss advertising market. The month of August was weak, but 2012 remains on track.
According to Media Focus, advertising print lost 8.7 percent in August compared with the previous year. In figures, the advertising industry generated sales of CHF 307 million, missing the 2011 result by CHF 29 million. Nevertheless, from a full-year perspective, 2012 can still hold its own at the previous year's level (+0.2 percent, +4.9 Swiss francs).
The report highlights the online mail-order portal Zalando, which has been running an enormous advertising effort in Switzerland for almost a year and is among the ten most advertised products of the month for the eighth time in a row. According to Media Focus, Zalando's advertising pressure in the last eleven months has been measured in the double-digit millions through TV advertising, classic online advertising and isolated print placements.
Media Focus also singles out the providers of digital TV, which advertised their offerings intensively in August 2012. Sunrise, Swisscom and UPC Cablecom mainly used billboards (CHF 5.0 million) and print (CHF 1.2 million) for this purpose. Only UPC Cablecom also advertised its digital offering on television.
The "electronic media" weathered the summer's dive best. They lost only 1.9 percent compared with August 2011. By contrast, "outdoor advertising" (-8.7 percent) and "print media" (-13.2 percent) suffered more.
You can find the entire report here in the PDF format.
