Advertising print April: transport and finance increase
As in previous years, the strong advertising month of March was followed by a decline in April in 2016. While sectors such as public transportation, finance, and energy increased their advertising spending, the cosmetics and tobacco industries saw a significant decline.
Following the strong advertising month of March, April saw a decline in gross advertising pressure. Total gross advertising pressure amounted to 433 million Swiss francs. Compared to the same month last year, this corresponds to an increase of 3.1%. In April, the transportation (+38.2%), energy (+27.5%) and beverages (+25.9%) sectors generated the most advertising pressure. The insurance product group increased its advertising pressure by 50%. The biggest decline was recorded by the cosmetics & personal care sector (-31.5%). These are the findings of the Advertising Market Trend Report April 2016 by Mediafocus.
Advertising pressure in the overall market
Development of advertising pressure as at April 2016
Transport companies step up a gear
Compared to the same month last year, gross value added in the transportation sector increased by 38.2% in April 2016. The energy sector is still on course for success. As in the spring month of March (+23.9% year-on-year), it recorded an overall increase of 27.5% in the current month compared to the same month last year. In third place is the beverages sector, which increased its advertising pressure by 26% compared to the same month last year. This sector is therefore one of the three advertising sectors that recorded the strongest growth in April 2016 compared to the same month last year.
Naturally beautiful in April
The cosmetics & personal care, cleaning and tobacco sectors showed a contrasting trend in April. The former recorded a decline of 31.5% compared to the same month last year, making it the sector with the weakest advertising performance in April. The cleaning industry recorded a 16.9% decline in April 2016 compared to the previous year. In third place is the tobacco products sector, which reduced its gross advertising expenditure by 16.6% compared to the same month last year.
Insurance is very popular
The finance sector is also one of the sectors that increased its gross advertising pressure in April. Compared to the same month last year, it recorded an overall increase of 24.4%. The insurance product group, which is part of the finance sector, showed the most striking change of all product groups: it recorded a 50% higher gross advertising pressure in April 2016 than in April of the previous year.
Advertising printing in the industries
Advertising pressure in the sectors with year-on-year comparison
