Frost in February
Media Focus reports negative figures
Media Focus reports negative figuresAfter an initial glimmer of hope at the start of the year, the February figures from Media Focus speak a gloomy language again: gross advertising expenditure fell by 7.6 percent.
Although the various media types started the new year very differently in January, they were able to increase their gross advertising income by a total of 0.5% compared to the same month last year. This was primarily thanks to the financial driving forces of posters and consumer magazines.
The tide turned again in February. All media genres except the
Consumer magazines are posting declining figures, with the overall loss of gross advertising revenue amounting to minus 7.6 percent.
Even billboards, which still led the advertising field in January with a gain of 13%, suffered a loss of 7.8% in February compared to the same month last year.
The downturn in Internet advertising also proved to be only a brief stopover. After increasing by 2.6 percent or CHF 30,000 in January, banners lost 54.9 percent again in February, generating just CHF 676,000 in gross advertising revenue. Radio stations also had to cope with a slump: their figures fell from plus 12.3% in January to minus 17.4% in February.
After the first two months of 2002, cumulative gross advertising expenditure is already CHF 21.4 million or 3.8 percent below the previous year's figure and does not bode well for the coming months. Bruno Amstutz
Gross advertising expenditure by mediaJanuary 2001/January 2002 in comparison
in 1000 Fr. 2001 in 1000 Fr. 2002 +/- in %
Daily newspapers 126 709 117 487 - 7.3
Consumer magazines 45 958 48 141 4.7
Trade journals 17 615 15 141 - 14.0
TV 57 614 50 720 - 12.0
Radio 9 553 7 894 - 17.4
Cinema 3 421 2 454 - 28.3
Teletext 1 554 1 467 - 5.6
Poster 33 925 31 279 - 7.8
Internet banner 1 500 676 - 54.9
Total 297 849 275 259 - 7.6
Source: Media Focus
Although the various media types started the new year very differently in January, they were able to increase their gross advertising income by a total of 0.5% compared to the same month last year. This was primarily thanks to the financial driving forces of posters and consumer magazines.
The tide turned again in February. All media genres except the
Consumer magazines are posting declining figures, with the overall loss of gross advertising revenue amounting to minus 7.6 percent.
Even billboards, which still led the advertising field in January with a gain of 13%, suffered a loss of 7.8% in February compared to the same month last year.
The downturn in Internet advertising also proved to be only a brief stopover. After increasing by 2.6 percent or CHF 30,000 in January, banners lost 54.9 percent again in February, generating just CHF 676,000 in gross advertising revenue. Radio stations also had to cope with a slump: their figures fell from plus 12.3% in January to minus 17.4% in February.
After the first two months of 2002, cumulative gross advertising expenditure is already CHF 21.4 million or 3.8 percent below the previous year's figure and does not bode well for the coming months. Bruno Amstutz
Gross advertising expenditure by mediaJanuary 2001/January 2002 in comparison
in 1000 Fr. 2001 in 1000 Fr. 2002 +/- in %
Daily newspapers 126 709 117 487 - 7.3
Consumer magazines 45 958 48 141 4.7
Trade journals 17 615 15 141 - 14.0
TV 57 614 50 720 - 12.0
Radio 9 553 7 894 - 17.4
Cinema 3 421 2 454 - 28.3
Teletext 1 554 1 467 - 5.6
Poster 33 925 31 279 - 7.8
Internet banner 1 500 676 - 54.9
Total 297 849 275 259 - 7.6
Source: Media Focus
