Vote on energy law generates a lot of advertising pressure in May

Gross value print of 490 million Swiss francs was measured in the month of May. Advertising print is holding steady and increased slightly compared with the previous month (April 481 million).

Editorial - 20 June 2017

Compared with the same month last year, the current advertising print represents a small increase of 1.7 percent. The referendum on the Energy Act (EnG) generated a lot of advertising pressure in May. The biggest increases at industry level were recorded by the financial sector and transport companies.

Advertising pressure in the overall market

Development of advertising print as of May 2017

Financial sector braves the summer heat

The financial industry seems to be benefiting from the summer temperatures. Compared with the same month last year, it increased its gross power print by 24.1 percent. Summer is finally here and now it's off to the swimming pool with public transport. The transport sector recorded an increase of 19.9 percent compared to the same month last year. The retail trade also showed an increase of 13.6 percent in May.

Review: Voting proposal of May 21, 2017

The Energy Act (EnG) referendum bill also made itself felt in the month of May. The bill generated a total advertising print of 3.7 million gross Swiss francs in March and April. If the month of May is added, this results in a total advertising print of 10.5 million gross Swiss francs. Overall, 40 percent of the gross advertising print is attributed to the Yes campaign and 60 percent to the No campaign (March-May).

Energy industry on the back burner

The tobacco industry seems to have been caught in a downward spiral since February. Compared with the same month last year, gross advertising in May fell by a whopping 53.5 percent. In second place comes the energy sector, which is running on the back burner in terms of advertising in May. It shows an overall drop of 45.4 percent compared to the same month last year. The vehicle sector also seems to be suffering somewhat from the heat. It generated 22 percent less advertising pressure in May 2017 than in May last year.

Advertising printing in the industries

Advertising pressure in the sectors with year-on-year comparison