Slight decline in advertising market in September
The Swiss advertising market saw a slight decline in September: advertising spend fell by 0.7 percent to 462 million francs. Over the first nine months of the year, however, the advertising industry posted growth of 1.2 percent.
In September, for example, the value of beverage ads slumped by 23.8 percent, according to a media release issued Friday by market research institute Media Focus. From January to September, on the other hand, there was an increase of 5.4 percent compared to the same period last year. On the other hand, there was more advertising for telecommunications services: Advertising pressure from the telecommunications industry increased by 65.6 percent. The lion's share of this was shared among the four industry giants Swisscom, UPC Cablecom, Sunrise and Orange. (SDA)
Feldschlösschen catches the eye
The beverage market is down this month with -23.8 percent advertising pressure. Whereas in September 2013, an average of 50,000 Swiss francs per advertised product was still identified, this September it was just 37,000 Swiss francs. But there is no reason to worry: if you look at the beverage market over the last three years, the market is still growing. Year to date, the market is also showing an increase of 5.4 percent compared to the previous year. Feldschlösschen is particularly striking in this respect. With an advertising print of 4.5 million Swiss francs for the product "Feldschlösschen Original", this is 50 times the usual advertising volume. This is because an average of 90,000 Swiss francs was invested per advertised beverage in the current year.
Top 5 Flights 2014
In first place among the newly advertised products is the iPhone 5S, with an advertising print of CHF 9.8 million. The Apple product is followed by the Sunrise Freedom subscription with an advertising print of CHF 7.7 million. Another podium position was achieved by the Samsung Galaxy S5, which entered the advertising environment with 5.4 million Swiss francs, finishing ahead of the "No to mass immigration" initiative (4.6 million). It was followed closely by UPC Cablecom's Horizon Start Duo product in fifth place with 4.5 million Swiss francs.
Four elephants in the telecommunications market
The top newcomers mentioned above give us an idea of the advertising strength of the telecommunications industry. A full 65.6 percent more advertising pressure was recorded in September compared to the same month last year! The current 12th largest advertising market (YTD) counts a total of 216 advertisers, with the following main protagonists accounting for the most striking share: Swisscom, UPC Cablecom, Sunrise and Orange. Over the past six years, these four elephants have consistently participated with an advertising print share of between 63 and 70 percent within the industry, which has recorded an advertising print of CHF 2.4 billion over ten years. A look back also shows that 30 percent of the annual volume was always built up in the last three months. So the good news also comes last: If it turns out to be a good year, as in 2012, there is still another 100 million in advertising print to be allocated in the weeks up to the end of the year. The advertising space providers should be pleased!
You can download the entire Media Focus Advertising Market Trend Report 2014/09 at this link (PDF) download.
