Advertising market stagnates in August
Advertising spending in Swiss media has stagnated for the third consecutive time. In August, Swiss companies and institutions spent 310 million francs, as they had in the same months of the previous two years. This stagnation is rare.
Liberalization of the electricity market without influence on advertising in the industry
The liberalization of the Swiss electricity market, which began on January 1, 2009, had led to more advertising activity (+20 percent) in the energy sector from 2008 to 2010. These times are over. Advertising pressure in August fell by a full -44.9 percent compared with the same month last year. At best, the total of 126 advertisers will be able to turn the ongoing trend into a positive one by the end of the year.
Retail trade pleases the media
With an increase of 22.9 percent in August compared to the previous year, the wholesalers are drawing on their full resources and developing an advertising print of 214 million Swiss francs over the current year - a value whose level can be traced back to the advertising years 2006, 2007 and 2008. Migros and Coop together dominate 2/3rds of offer advertising in the retail trade sector. However, the Basel-based retail group is "bucking the trend" in terms of advertising and has stagnated at 50 million advertising francs (gross according to media tariff) compared to the previous year. Migros (+11 million francs;+23 percent) as well as Aldi (+4.5 million; +45 percent), Lidl (+2 million;+60 percent) and Spar (1.8 million; +28 percent) are increasing their advertising presence, in some cases substantially and to the delight of all concerned across all media simultaneously.
Every twentieth advertising franc goes to the account of the services industry
The sum of the submarkets training (26 percent), commercial consulting (28 percent) and online services (46 percent!) add up to 175 million gross advertising francs and now mark the eighth-largest advertising industry. As recently as 2004, this sector was ranked 15th (85 million advertising francs). The increasing digitization - also or in particular of the trade - sends its regards. Riccardo, with just over 10 million (Olx.ch launch), marks a new order of magnitude and thus occupies first place in the company ranking of this sector.
You can download the entire Media Focus Advertising Market Trend Report 2014/08 at this link download. More information on Mediafocus.ch
