Thanks also to the leisure and tourism industry: The advertising year is off to a promising start

Among other things, this is due to a significant increase in advertising pressure at the start of the year from the automotive industry and the leisure, gastronomy and tourism sector. Looking at the media mix, the search sector in particular is once again growing steadily.

Development of advertising pressure as at January 2019

Compared to December 2018, two of the three podium places in the industry ranking are new. Leisure, gastronomy and tourism had the highest advertising pressure in January. With 82 million gross francs and an increase of 21.3% compared to the same month last year, the sector took the top spot. The service sector follows in second place with gross advertising pressure of CHF 66 million. Third place was snatched by the vehicle industry (47 million gross francs), closely followed by finance with 46 million gross francs.

Looking at the gross advertising pressure by sector in January compared to the same month last year, a trio stands out from the crowd. The telecommunications sector accounted for two of the three most advertised products at the beginning of the year, which is reflected in strong growth of 64.6% compared to January last year. The insurance product group also recorded a considerable increase of 63.8% compared to January 2018. However, IT, hardware & software saw the largest year-on-year increase (+70.1%).

After occupying first and second place in the industry rankings in the pre-Christmas period in November and December respectively, the retail trade fell back into mid-table in January with 37 million gross advertising francs. Compared to the same month last year, the retail trade sector also recorded the largest percentage decrease (-15.5%). The media also lost a lot of ground compared to the same month last year, with a drop of 14.4%, as did the initiatives & campaigns sector (-8.2%) despite the self-determination initiative. The last sector to show a notable loss compared to the previous year is the beverages sector (-7.2%).

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

The top 10 advertisers and most frequently advertised products and services (excluding product range and image advertising) in January

The integration of search data, desktop (January 2017) and mobile (July 2017) into Media Focus's advertising statistics has led to a significant increase in the internet's share of the media mix. Since January 2018, search data has also been collected for French-speaking Switzerland (share of search: 85% DE/15% FR).