Energy and votes characterize May
Advertising pressure totaling 452 million gross francs was measured in May. Compared to the previous year, this represents a total increase of 6.4%.
May is full of energy. The energy sector recorded an increase of almost 55% compared to the previous year. The referendum campaigns also generated a lot of advertising pressure in May 2016. The tobacco products sector, which recorded a drop of 46.8% compared to the same month last year, has been in a downward spiral since February. This is shown by the Advertising Market Trend Report May 2016 from Media Focus.
Advertising pressure in the overall market
Development of advertising pressure as at May 2016
May full of energy
The energy sector, which has steadily increased its gross advertising pressure since the beginning of the year, recorded a year-on-year increase of 54.8% in May. This puts it in first place among the sectors that generated the most advertising pressure in May compared to the previous year. The cleaning sector can count itself among the top 3. It increased its gross advertising pressure by almost 21% compared to the same month last year. Smaller increases were observed in the food (+13.6%), fashion & sport (+13.4%) and leisure, gastronomy, tourism (+11.9%) sectors. There was no change in gross value added in the transportation industry compared to the same month last year.
Rather smoke-free
The downward trend in the tobacco products sector has persisted since February of the new year and reached its peak in May. The sector recorded a drop of 46.8% compared to the same month last year. This puts the tobacco products sector in first place among the sectors with the biggest slumps. Can this slump be attributed to the current debate about a ban on tobacco advertising? In second place by a wide margin is the services sector, which recorded a decline of 12.9% compared to the previous year. The telecommunications sector lost 12.2% of its gross advertising pressure compared to the same month last year.
Advertising printing in the industries
Advertising pressure in the sectors with year-on-year comparison
Top 10 of the month
Top advertisers and most advertised products and services (excluding product range and image advertising) in May
Federal referendum on June 5, 2016
The referendum on June 5, 2016 led to an increase in gross advertising pressure in the Initiatives & Campaigns sector, as is usually the case in the months leading up to votes.
Milk cow initiative
The strongest advertising pressure was recorded for the months of March to May with 4.7 million gross francs for the "For fair transport funding" initiative. 54% of the gross advertising pressure was attributed to the Yes campaign and 46% to the No campaign. The "Milchkuh" initiative was downright shot down with 70.8% of votes against.
Pro public service
In second place is the Pro Service Public Initiative with a total gross advertising impact of 1.2 million Swiss francs in the period from March to May 2016. 99% of the gross advertising impact was on the No side. Only 1 percent can be attributed to the Yes campaign. The final result was also a clear "no" with 67.6% of the votes.
Unconditional basic income
The unconditional basic income achieved the clearest result of all the proposals put to the vote on June 5, 2016, with more than three quarters of all voters casting a "no" vote. Advertising pressure in the run-up to the vote totaled just 52,000 gross francs from March to May. The amount was divided into 38% for the Yes campaign and 62% for the No campaign.
Source of voting figures: Admin.ch
