Advertising barometer: declining investment sentiment
For the second consecutive time, the Swiss advertising market is starting the semester with a negative investment outlook. In the first half of 2014, rising advertising spending is expected only for online media and TV broadcasters.
After the first survey of the advertising barometer in January 2013 had forecast stable investment sentiment for the first half of 2013, the corresponding sentiment indicator for the first half of 2014 has now fallen for the second time in a row. This points to a further reduction in advertising investment. These are the findings of the latest edition of the Swiss Advertising Barometer, an initiative of SWA and Publicitas.
The deteriorating investment sentiment can be observed across all media types. The only exception is the TV advertising channel. Alongside online, television is the only media category for which a positive change is expected. In absolute terms, the study still predicts the best prospects for the online channel (display/search/classified) despite a slight downward trend in investment. 42% of all advertising clients surveyed intend to increase their investments in this channel in the first half of 2014. Only 17% plan to reduce their online expenditure in the same period.
Advertising barometer: Investment sentiment in the Swiss advertising market
| 1st semester 2014 | 1st semester 2013 | Difference | |
| Above the Line Total | 46 | 50 | -4 |
| Online | 63 | 67 | -4 |
| Cinema | 40 | 59 | -19 |
| Radio | 37 | 37 | 0 |
| Mobile | 50 | 54 | -4 |
| TV | 56 | 52 | +4 |
| Outdoor advertising | 42 | 54 | -12 |
| 29 | 39 | -10 | |
| Below the Line Total | 48 | 54 | -6 |
*Legendary advertising barometer: >50 increase, <50 decrease, 50 = stability
