Advertising pressure weakens in February, energy and construction sectors show strong growth
Compared to the previous year, February saw a 2.6 percent decline. While the tobacco industry spent 60 percent less on advertising in February compared to 2016, the energy and construction sectors saw significant growth.
According to the Advertising Market Trend Report from Media Focus, gross advertising expenditure in 2017 increased by around CHF 4 million in February and currently stands at CHF 375 million (previous month: CHF 371 million). Advertising pressure totaling CHF 746 million was thus generated in the first two months of the new year. Compared to the same month last year, the current figure represents a decrease of 2.6%. The energy and construction sectors were particularly noticeable in February 2017.
Advertising pressure in the overall market
Development of advertising pressure as at February 2017
Spring wakes up the construction industry
The energy sector woke up from its winter hibernation and increased its gross advertising expenditure in February by a total of 33.1% compared to the same month last year. Of all 21 sectors, it recorded the largest increase in the advertising month of February. Spring, which is already eagerly awaited, is also making itself felt in the construction, industry and furnishings sector: It is evident in February 2017 with a total increase of 22.4% compared to the previous year. In third place is the pharmaceutical industry, which increased its advertising pressure by 17.4%.
Tobacco industry speaks volumes
The tobacco industry had a good start to the 2017 advertising year, recording 14% more gross advertising pressure in January 2017 than in the previous year. February 2017 looks very different: In the second advertising month of 2017, the tobacco products industry generated gross advertising pressure of just 200,000 Swiss francs, which represents a marked decrease in advertising pressure of 60% compared to the same month in the previous year.
Telecommunications sector shows downward trend
The telecommunications sector also recorded a significant decline in February 2017. In January 2017, it already reported 39.7% less gross advertising expenditure than in January 2016. Compared to the previous year, gross advertising expenditure in this sector fell by a total of 24% in February. The cleaning (-17%), cosmetics & personal care (-13.9%), vehicles (-13.2%) and fashion & sport (-13%) sectors also suffered losses in February.
Advertising pressure in the sectors with year-on-year comparison
Top 10 of the month
The top advertisers and most frequently advertised products and services (excluding product range and image advertising) in February 2017.
Media mix (incl. search advertising)
Advertising pressure in the media groups per month of February; evaluation period: 01.02.-28.02.2017
