Light relaxation
Advertising expenses were close to the previous year's figures
Advertising expenditure approached the previous year's figuresWith an overall loss in gross advertising expenditure of minus 1.6%, the advertising market was somewhat more relaxed in April than in the two previous months. Although Media Focus recorded lower advertising income in most media categories than in the same month last year, the losses were less significant than in February and March. Daily newspapers (- 0.5%), television (- 0.9%), trade journals (- 1.2%) and consumer magazines (- 1.5%) just missed their prior-year figures.
Radio stations and Teletext made leaps forward. Both media were still in the red in March, but in April radio stations increased by 15.8% compared to the same month last year, while Teletext increased by 12.1%.
Cinemas, on the other hand, plunged to new lows: revenue losses here amounted to minus 37.8%. Posters also continued to decline. After modest losses in March, they recorded a decline of 6% in April. Although gross advertising revenue from Internet banners rose above one million francs in April for the first time since January, the relative loss of minus 43.5% compared to the same month last year remains hair-raising.
Accumulated over the first four months of 2002, advertising expenditure fell by -4.1%. This means that the overall result has improved slightly since March, when the media still had to lament a cumulative loss of 5.1% compared to the previous year. Bruno Amstutz
Gross advertising expenditure by media
Radio stations and Teletext made leaps forward. Both media were still in the red in March, but in April radio stations increased by 15.8% compared to the same month last year, while Teletext increased by 12.1%.
Cinemas, on the other hand, plunged to new lows: revenue losses here amounted to minus 37.8%. Posters also continued to decline. After modest losses in March, they recorded a decline of 6% in April. Although gross advertising revenue from Internet banners rose above one million francs in April for the first time since January, the relative loss of minus 43.5% compared to the same month last year remains hair-raising.
Accumulated over the first four months of 2002, advertising expenditure fell by -4.1%. This means that the overall result has improved slightly since March, when the media still had to lament a cumulative loss of 5.1% compared to the previous year. Bruno Amstutz
Gross advertising expenditure by media
January 2001/January 2002 in comparison
in 1000 Fr. 2001 in 1000 Fr. 2002 +/- in %
Daily newspapers 142 086 141 375 - 0.5
Consumer magazines 67 701 66 710 - 1.5
Trade journals 20 930 20 673 - 1.2
TV 65 988 65 363 - 0.9
Radio 10 363 11 996 15.8
Cinema 4,613 2,871 - 37.8
Teletext 1 510 1 693 12.1
Poster 35 908 33 754 - 6.0
Internet banner 1 846 1 043 - 43.5
Total 350 945 345 478 - 1.6
Source: Media Focus
