Media Focus: Advertising market continues upward trend
The advertising month of October saw gross advertising print of 499 million Swiss francs, up 2.3% on the same month last year. Although this means that the advertising market is no longer growing quite as strongly as in September, a clear trend is nevertheless discernible.
Cumulatively, the first ten months of the year yield an advertising print of 3,984.9 million gross Swiss francs, an increase of 0.8 percent over the previous year. This positive development also includes the inclusion of Zattoo with data on "moving image advertising" in the statistics.
With an advertising print of 60.4 million gross Swiss francs, the food industry not only continues to be the sector with the highest advertising print across all sectors, but also increases this by 22.6 percent compared to the same month last year. Soups and chocolate are particularly popular this fall, with two different soup products in the top 10 most advertised: Knorr Bouillon and Knorr Nass-Suppen. There are also three different chocolate products in the top 10: Snickers chocolate bar ranks seventh, M&M's ninth and Frey Supreme chocolate bar finally tenth. It is also striking that around 60 percent of advertising in the food sector takes place on TV, with a further 20 percent in print and around 10 percent in out-of-home.
Transport companies in the fast lane
The transport sector also put on advertising pressure in October, with advertising print of 11 million gross Swiss francs, a 39.5 percent increase on the previous year. The SBB was advertised particularly heavily in October, ranking at the top of the most advertised products in the transport sector and increasing its advertising print by over 50 percent compared to the previous year. This also puts SBB in eighth place among the most advertised products across all industries in October. Swiss and Swiss Post also beat the advertising drum. Swiss Post also ranked ninth in the top 10 advertisers across all sectors in October.
Energetic advertising print
The energy sector also recorded a significant increase in advertising print: in October, advertising print of 3.2 million gross Swiss francs was a whopping 74.4 percent up on the previous year. This corresponds to the second-largest increase in advertising print of any industry in this month. It is also noticeable that a large number of advertisers in this industry advertised in October: The ranking counts a total of 116 different advertisers. In terms of media mix, around 40 percent of advertisers relied on print, while 21 percent advertised on TV.
You can find the entire Media Focus Advertising Market Trend Report October 2015 at here (PDF).
