Switzerland looks back on a strong advertising month in August
The integration of Seach-Mobile has led to a sharp increase in August compared to last year. But even setting that aside, advertising activity was high last month.
The hot summer weather returned in August and advertising pressure also picked up again. The advertising month of August recorded gross advertising pressure of CHF 458 million (previous month: CHF 378 million). This corresponds to an increase of 25.6% compared to the same month last year (excluding Search Mobile 7.1%). The significant increase is largely due to the integration of Search Mobile data into Media Focus's advertising statistics as at the end of July 2017, but even without this, the 2017 advertising year was extremely strong (YTD increase with Search Mobile +6.8%, without Search Mobile +3.3%).
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 August 2017
Energy and tobacco sector - Small but mighty!
The energy industry continues to ride the wave of success and closes with an increase of 197.8% and the tobacco industry also seems to have found a way out of the downward spiral - lifestyle cigarettes and outdoor advertising. In August 2017, advertising pressure in the industry rose by an incredible 383.2% compared to the same month last year.
Vacation feelings in August
With an increase of 86.2% (excluding search mobile 40.5%), the leisure, hospitality and tourism sector is also significantly stronger than in the same month last year. The comparison portals Trivago, Booking, Ebookers and Momondo in particular are stepping on the gas pedal with a dual strategy of TV and internet campaigns.
Insurance companies and co. hit the brakes
The insurance product group reduced its advertising pressure by 13.9% compared to the same month last year. Despite this, the finance sector recorded an overall increase of 36.8% in the summer month of August. Only the beverages sector (-10.3%) also recorded a double-digit decline. Other smaller declines compared to the previous year can be seen in the media (-9.3%) and cleaning (-6.5%) sectors as well as in political campaigns (-5.6%).
Advertising printing in the industries
Advertising pressure in the sectors with year-on-year comparison
Top 10 of the month
The top advertisers and most advertised products and services (excluding product range and image advertising) in August
Media mix incl. search advertising (desktop & mobile)
Advertising pressure in the media groups per month of August, evaluation period: 01.08 - 31.08.2017
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*
