Voting campaigns support advertising spending in January
The upcoming referendums have led to stable advertising spending in January. While many companies cut back on their advertising spending compared to the same month last year, more money was invested in political campaigns due to the referendum campaigns.
819'100 francs were invested in campaigns for the renovation of the Gotthard road tunnel, 55 percent of which went to the Yes campaign. This was reported by the market research institute Media Focus on Tuesday. In the referendum campaign around the enforcement initiative, 737'400 francs were put in January. Here, however, a stronger imbalance between opponents and supporters is evident: two-thirds of the expenditure was spent on the Yes campaign. In total, advertising worth 327.4 million francs was sold - but discounts are not included in this figure.
Advertising pressure thus declined by 0.3 percent compared with January 2015, according to the market research institute Media Focus. In ten sectors, advertising pressure was down on the previous year. Less advertising was seen above all in the construction, industry and furnishings sectors. But companies also spent less on advertising food, finance and other services. On the other hand, smaller industries spent more money on advertising, according to the communiqué. For example, advertising spending in the transportation, cleaning, media and tobacco industries skyrocketed. Media Focus' advertising statistics cover all brands and products advertised in the Swiss advertising market in print, television and radio, as well as on digital channels. (SDA)
Federal votes of February 28, 2016
The Political Campaigns product group shows a striking increase of 180 percent. This massive increase is due to the upcoming federal vote on February 28, 2016.
Gotthard road tunnel refurbishment
The largest advertising print was recorded in January with 0.81 million gross francs for the popular initiative for the renovation of the Gotthard road tunnel (officially: amendment of September 26, 2014 to the Federal Law on Road Transit Traffic in the Alpine Region). Exactly 55 percent of the advertising pressure for this initiative can be attributed to the Yes campaign and 45 percent to the No campaign.
Enforcement Initiative
In second place among the top 2 in the referendum campaign is the enforcement initiative (officially: popular initiative to enforce the deportation of criminal foreigners) with a gross power print of 0.73 million gross francs. In the case of the enforcement initiative, 66 percent of this amount can even be allocated to the Yes campaign. Only 34 percent of the advertising pressure was on the No side. It will be interesting to see whether the distribution of advertising is reflected in the outcome of the vote.
Top 10 of the month
The top advertisers and most advertised products and services (excluding assortment and image advertising) in January 2016.
