The summer hole dives when it wants
Gross advertising expenditures grew at a below-average rate in September
Gross advertising expenditures grew at a below-average rate in SeptemberThe summer slump that used to plague advertising acquisition departments during the summer months no longer exists. Or it has shifted forward or backward. There is no getting around this "meteorological" impression if you look at the gross advertising expenditure in September published by Media Focus. These in fact grew by "only" 7.8 percent overall to 392.473 million Swiss francs. While this is a satisfactory figure, it is nevertheless the lowest since May of this year. In all the intervening summer months, gross advertising expenditure had grown at double-digit rates.
TV dived for the first time this year
Nevertheless, it should be noted that the "summer slump model" still seems to have retained some of its validity for the print media. With an increase of 10.1 percent, it achieved the best result of the last four months in September.
And general-interest magazines also performed somewhat better than in August, with growth of 8.6 percent. The same applies to trade magazines, which posted very comfortable growth of 21.3 percent in September.
TV advertising, on the other hand, got off on the wrong foot in September, with its gross expenditure shrinking by 9.4 percent compared with the same month last year. This is the first time in the current year that TV has suffered a loss.
Radio, on the other hand, made all the more encouraging progress. The medium with the strongest growth rates of all this year achieved another record result with a plus of 32 percent. In the case of cinema, on the other hand, August proved to be a one-off interim high, with top growth of 78.6 percent. In September, cinema advertising again dipped sharply, by 16.9 percent, as it has done several times before this year.
Although teletext developed quite well with an increase of 7.5 percent, growth had been even higher in the months before. The same applies to billboard advertising, which grew by 5.6 percent, its weakest growth in five months. Nevertheless, Internet banner advertising was able to increase by more than 40 percent to 3.657 million Swiss francs compared to August. Daniel Schifferle
Gross advertising expenditure by mediaSeptember 1999/2000 in comparison
in 1000 Fr. 1999 in 1000 Fr. 2000 +/- %
Daily newspapers 160,734 177,027 10.1
Publ. journals 62,571 67,926 8.6
Trade journals 22,377 27,149 21.3
TV 68 425 62 003 -9.4
Radio 10 429 13 766 32.0
Cinema 3,848 3,196 -16.9
Teletext 1,849 1,987 7.5
Poster 33,866 35,762 5.6
Internet Banner - 3 657 -
Total 364,099 392,473 7.8
Source: Media Focus Hergiswil (NW)
TV dived for the first time this year
Nevertheless, it should be noted that the "summer slump model" still seems to have retained some of its validity for the print media. With an increase of 10.1 percent, it achieved the best result of the last four months in September.
And general-interest magazines also performed somewhat better than in August, with growth of 8.6 percent. The same applies to trade magazines, which posted very comfortable growth of 21.3 percent in September.
TV advertising, on the other hand, got off on the wrong foot in September, with its gross expenditure shrinking by 9.4 percent compared with the same month last year. This is the first time in the current year that TV has suffered a loss.
Radio, on the other hand, made all the more encouraging progress. The medium with the strongest growth rates of all this year achieved another record result with a plus of 32 percent. In the case of cinema, on the other hand, August proved to be a one-off interim high, with top growth of 78.6 percent. In September, cinema advertising again dipped sharply, by 16.9 percent, as it has done several times before this year.
Although teletext developed quite well with an increase of 7.5 percent, growth had been even higher in the months before. The same applies to billboard advertising, which grew by 5.6 percent, its weakest growth in five months. Nevertheless, Internet banner advertising was able to increase by more than 40 percent to 3.657 million Swiss francs compared to August. Daniel Schifferle
Gross advertising expenditure by mediaSeptember 1999/2000 in comparison
in 1000 Fr. 1999 in 1000 Fr. 2000 +/- %
Daily newspapers 160,734 177,027 10.1
Publ. journals 62,571 67,926 8.6
Trade journals 22,377 27,149 21.3
TV 68 425 62 003 -9.4
Radio 10 429 13 766 32.0
Cinema 3,848 3,196 -16.9
Teletext 1,849 1,987 7.5
Poster 33,866 35,762 5.6
Internet Banner - 3 657 -
Total 364,099 392,473 7.8
Source: Media Focus Hergiswil (NW)
