Advertising market down in February

The months of January and February 2016 together show advertising print of 682 million gross Swiss francs, a decrease of 7 million compared with the same period last year. The two biggest increases compared to the same month last year were in the Energy (+134.9 percent) and Initiatives & Campaigns (+40.7 percent) sectors.

Advertising pressure in the overall market

Energy and Initiatives & Campaigns make strong gains

Compared with the same month last year, the energy sector recorded the strongest growth, with an increase of 134.9 percent. This was largely due to various image campaigns by major energy providers. In second place came the Initiatives & Campaigns sector, which posted a 40.7 percent increase due to the federal referendum on February 28.

Dive tobacco

Compared to January 2016, the tobacco products sector almost doubled its advertising print in February 2016 (an increase of 93 percent). Nonetheless, the industry was down 42.8 percent, well below the figure for the same month last year. The telecommunications sector shows a year-on-year decline of 22.3 percent. In third place comes the construction, industry, furnishings sector, with a year-on-year decrease of 20.7 percent.

The voting campaign leaves its mark

In terms of advertising, the months of January and February 2016 were dominated by the federal referendum on February 28, 2016. The Initiatives & Campaigns sector increased its advertising print by 50 percent in February 2016 compared with the previous month. In the associated Political Campaigns product group, advertising pressure was 220 percent higher in February 2016 than in the previous year.

Advertising printing in the industries

Advertising pressure in the sectors with year-on-year comparison

Top 10 of the month