Swiss advertising market shrinks in 2014
Twice a year, the Media Research Group surveys 750 major Swiss advertisers about their advertising spending for the coming twelve months. By mid-2014, that spending is expected to decline by 3.75 percent.
The total communication volume for the period from July 2013 to June 2014 amounted to CHF 5.55 billion. This is CHF 217 million less than at the beginning of the year. At the same time, this is also the lowest figure since 2010. Traditional media were hit hardest by the decline, falling by 4.5% overall. The losses in other communication are slightly lower, falling by 3%.
Advertising investments in traditional media:
The three traditional pillars of traditional advertising (newspapers, magazines and television) have been hit hardest by the decline. Online and mobile media have gained ground, with a share of 17.4%.
Advertising investments in the other media:
The 81 million decline in non-classical communication is attributable to sales promotion (including advertising at the POS), direct advertising and trade fairs. Sponsorship and PR got off relatively unscathed. There have also been significant shifts in the area of non-classical communication in recent years. In 2010, direct advertising still had a volume of 900 million francs. In 2012, it fell below the 800 million mark. It has remained at this level ever since. Now, for the first time, it is falling further down. There has been little movement in sponsorship. As was the case five years ago, the advertising industry's investment in sponsorship stands at CHF 630 million.
