Media Focus: Swiss advertising market lagging behind
In November 2013, the Swiss advertising market generated 477 million francs in advertising revenue. This represents a decline of 4.8 percent (-23.9 million francs) compared with November 2012.
In the full-year perspective, the advertising statistics are also down 0.8 percent (-33.9 million Swiss francs) on the previous year at 4.37 billion Swiss francs.
Cosmetics + Toiletries in the red
The "Cosmetics + Toiletries" sector recorded a 26 percent (-10.8 million Swiss francs) year-on-year decline in advertising print in November 2013. Looking at the year as a whole, the industry reported 14.7 percent (-53.5 million Swiss francs) lower advertising print than a year ago.
Only the "Fragrances" (+0.7 million Swiss francs), "Hair Removal + Shaving" (+0.1 million Swiss francs) and "Image, Internet and Product Range Advertising" (+1.2 million Swiss francs) submarkets of the "Cosmetics + Toiletries" sector recorded an increase in advertising pressure in November 2013. However, these areas were far from able to eradicate the decline in the sector. The decline in advertising volume can be attributed to the three submarkets "Hair Care", "Cosmetics" and "Oral Care". These all suffered losses averaging 2.3 million Swiss francs compared with November 2012.
Online services in high
Compared with the same month of the previous year, the "services" sector recorded an increase of 7.7 percent in November 2013 (+1.6 million Swiss francs). The positive development of this industry in November 2013 is attributable solely to the "online service" submarket. The advertising presence of this submarket increased by 51.6 percent (+3.4 million Swiss francs) in November 2013 compared to the previous year.
To position itself for the Christmas season, the company Ricardo.ch went all out in November with advertising for its online platforms Ricardo.ch and Ricardolino.ch. Among other things, the auction platform ricardo.ch achieved the highest gross value print (2.0 million Swiss francs) in the "online services" submarket in November with the slogan "Sofort geht anders! Only slightly lower, at CHF 1.9 million, was the advertising print for the campaign "Gratis inserieren. Einfach Verkaufen" campaign for the ricardolino.ch platform. These high advertising volumes also enabled the two platforms to rank among the top 10 most advertised products in November 2013.
You can download the Media Focus Advertising Market Trend Report November 2013 at this link download in PDF format.
