Media Focus: Advertising pressure continues to fall
Advertising pressure remained well below the previous year's figures in May. However, some sectors behaved anti-cyclically in May and can report a positive trend.
In May, advertising pressure remained well below the previous year's figures. No other month in the Media Focus database since 1999 has shown such a negative result. Compared to the same period last year, May lost 17.6% - another negative record. Advertising pressure in print media and cinema continues to be in the clearest free fall. Both lost over 20 percent compared to the same month last year.
However, some sectors behaved anti-cyclically in May and can report a positive trend. The "Food" sector, for example, increased advertising pressure by 1.6%. The key markets "Non-profit campaigns" and "Furniture, home garden" closed May with increases of 5.1% and 1.3% respectively.
In the May data, the Digital Advertising Space media group has now been integrated into the advertising pressure statistics. In 2007 and 2008, it generated gross advertising pressure of CHF 9.3 million and CHF 7.3 million respectively and is therefore not quite on a par with the Teletext media group.
However, some sectors behaved anti-cyclically in May and can report a positive trend. The "Food" sector, for example, increased advertising pressure by 1.6%. The key markets "Non-profit campaigns" and "Furniture, home garden" closed May with increases of 5.1% and 1.3% respectively.
In the May data, the Digital Advertising Space media group has now been integrated into the advertising pressure statistics. In 2007 and 2008, it generated gross advertising pressure of CHF 9.3 million and CHF 7.3 million respectively and is therefore not quite on a par with the Teletext media group.
