Advertising market slows after Christmas
As in previous years, advertising pressure fell in December 2015 compared to November. Over the year as a whole, advertising pressure increased, but only minimally.
The advertising month of December shows a decline in advertising pressure to 446 million gross francs. Compared to the previous year, however, advertising pressure was 2.5% higher than in December 2014. Cumulatively, the year 2015 ended with a total gross advertising pressure of CHF 4,949 million, which corresponds to a minimal increase of around 1% compared to the previous year.
The biggest changes
The largest year-on-year increases were recorded in the transportation (+26.3%), retail (+23.6%), cleaning (+19.0%) and pharmaceuticals and healthcare (+17.6%) sectors. The tobacco products sector recorded a massive decline in advertising pressure of 36.3%. Other major changes can be seen in the vehicles (-31.7%), political campaigns (-22.4%), services (-10.2%) and energy (-9.0%) sectors.
Retail trade on the upswing
The retail trade sector generated gross advertising pressure of CHF 53.4 million in December, an increase of 25.7% on the previous year. This figure also corresponds to a good eighth of the total advertising pressure in the retail trade sector over 2015 (CHF 442.9 million), which demonstrates the considerable relevance of the Christmas business.
Successful digital & household sector
The new Digital & Household sector, which combines the previous sectors of household items/appliances, IT and office and consumer electronics, has two products in the top 10 most advertised products in December. In second place in the top 10 is the product Universal Music CD's and in third place the product Ifolor.ch. The telecommunications sector is also represented in the top 10 with two products: In 8th place is the product Teleclub Pay TV and in 10th place Salt Plus Swiss.
You can find the entire Media Focus Advertising Market Trend Report with the most important developments from December 2015 here here.
