The advertising month of July was weak, but much stronger than last year
Partly because Media Focus has recently integrated mobile search data into its advertising impact analysis, July is shaping up to be significantly stronger than in recent years.
The summer month of July recorded gross advertising pressure of CHF 378 million, which is significantly lower than in the previous month (CHF 422 million). Compared to the same month last year, the current advertising pressure represents a significant increase of 4.4% (increase excluding Search Mobile 2.8%). Search Mobile is integrated and reported in the Media Focus advertising statistics as of the July 2017 reporting date. The significant increase of 4.4% compared to the previous year is partly due to the integration of Search Mobile.
Search advertising: Mobile data integration
The Internet media group has been reported including search advertising since January 2017. The media mix is published monthly in the Advertising Market Trend. Search advertising includes data on Search Desktop. In addition to Search Desktop, Search Mobile is also integrated and reported in the Media Focus advertising statistics as of the data cut-off date of July 2017. More information on the integration of search advertising can be found here.
Advertising pressure in the overall market
Development of advertising pressure as at July 2017
Energy & Co. leaves the summer slump cold
With an increase of a whopping 103.5%, the energy sector defied the heat and hit the ground running in July. The summer doldrums also left the service sector cold, increasing its gross advertising pressure by an impressive 76.9% compared to the same month last year. The financial sector is also on a high, generating 72.6% more gross advertising pressure in July 2017 than in July last year.
Summer slump in the tobacco industry & cosmetics sector
The summer slump was particularly noticeable in the tobacco industry and the cosmetics & personal care sector. In the summer month of July, the cosmetics & personal care sector recorded a drop of 12.5%. The tobacco industry, which still appears to be caught in a downward spiral, generated 48.5% less gross advertising pressure overall than in the same month last year.
Advertising printing in the industries
Advertising pressure in the sectors with year-on-year comparison
Top 10 of the month
Top advertisers and most advertised products and services (excluding assortment and image advertising) in July
Media mix incl. search advertising (desktop & mobile)
Advertising pressure in the media groups as at July
Evaluation period: 01.07 - 31.07.2017
The integration of mobile data into Media Focus' advertising statistics has led to a significant increase in the proportion of the Internet in the media mix.
Internet share with Search-Mobile*
Internet share without Search Mobile*
