Media Focus: The crisis is taking a vacation - advertising pressure has fallen only minimally
Gross advertising revenue in July remained only slightly below the previous year’s level, with a decline of 1.4 percent. The TV media group, with an increase of just over 30 percent, was almost solely responsible for the strong monthly result. All other media groups, with the exception of the Internet, remained below the previous year’s figure.
The Media Focus report published on Monday shows that even the crisis takes a vacation. In July, gross advertising pressure remained slightly below the previous year's figure with a drop of 1.4%. In June, the decline was still 5.1 percent, in May it was as high as 17.1 percent. From a media perspective, the TV media group almost single-handedly ensured the good monthly result with an increase of just over 30% (+15 million Swiss francs). All other media groups, with the exception of the Internet, remained below the figure for the same month last year.
Nine key markets recorded double-digit percentage growth compared to the same month last year. The growth markets also include the two largest key markets, the vehicle and food sectors. In the "Vehicles" sector, the small car and lower mid-range segments in particular recorded growth, each with an increase of CHF 1.9 million compared to the same month last year. It is therefore not surprising that three car models were among the most advertised products in July: The VW Polo, Alfa Romeo Mito and Fiat 500 Cabriolet. Looking at 2009 as a whole (Jan - July), the upper mid-range segment saw by far the most significant growth (+4.5 million francs, 187 percent). The key market "personal care cosmetics" with an increase of 26.9 percent (+4 million Swiss francs) in the month of July is therefore also still above the previous year's level for the year as a whole.
The following key markets also closed July with significant gains: "Energy" (+31.2%), "Household goods" (+22.7%), "Tourism/transport" (+22.0%) and "Clothing/leisure/sport" (+16.9%).
Nine key markets recorded double-digit percentage growth compared to the same month last year. The growth markets also include the two largest key markets, the vehicle and food sectors. In the "Vehicles" sector, the small car and lower mid-range segments in particular recorded growth, each with an increase of CHF 1.9 million compared to the same month last year. It is therefore not surprising that three car models were among the most advertised products in July: The VW Polo, Alfa Romeo Mito and Fiat 500 Cabriolet. Looking at 2009 as a whole (Jan - July), the upper mid-range segment saw by far the most significant growth (+4.5 million francs, 187 percent). The key market "personal care cosmetics" with an increase of 26.9 percent (+4 million Swiss francs) in the month of July is therefore also still above the previous year's level for the year as a whole.
The following key markets also closed July with significant gains: "Energy" (+31.2%), "Household goods" (+22.7%), "Tourism/transport" (+22.0%) and "Clothing/leisure/sport" (+16.9%).
(Source graphics and tables: Media Focus.)
