Slight decline in 1st quarter of advertising market
With a decline of just under one percent, the first quarter of 2013 closed at about 10.5 million Swiss francs below the previous year’s level. In March 2013, not only were average temperatures below zero, but so was the Swiss advertising market.
Compared to the previous year, the month under review was down 2.2% or CHF 10.4 million. Although the market as a whole sometimes records a slightly negative trend, there are areas that buck this trend. The largest percentage increase compared to the previous year was recorded in the beverages sector. In the first quarter, advertising pressure rose by 37.8% (+8.7 million Swiss francs), in March by 55.7% (+5.3 million Swiss francs). Within the "non-alcoholic beverages" segment, the largest submarket in the beverage industry in terms of advertising, Red Bull gave itself wings and soared high with its product advertising. The energy drink was advertised most intensively in the first quarter of 2013 with an advertising spend of CHF 1.9 million. Coca-Cola Zero followed in second place with an advertising volume of CHF 1.6 million.
Speed reduced
The most important sector in terms of advertising pressure has not yet really got going this year. Compared to the previous year, the vehicle industry reduced the pace of advertising in the first quarter by 7.6% (-10.8 million francs). This trend is clearly evident among the top advertisers of 2012. Compared to the first quarter of 2012, four of the top five advertisers in the vehicle market reduced their advertising pressure by an average of 29.8%.
Gained weight
The second most important advertising sector in the current quarter, the food sector, grew despite Lent. Thanks to an increase of 6.8% (+7.6 million Swiss francs), it closed the first quarter with advertising expenditure of 119.2 million Swiss francs. The share of the "chocolate + confectionery" sector, the largest submarket in the industry, rose from 28.8% (first quarter of 2012) to 34.1%.
