Media Focus: Slight upward breeze in August
The advertising market is experiencing a slight upturn: With advertising spending of 314.1 million Swiss francs (gross), August saw a 0.8 percent increase compared to the previous year.
This is the first slight increase in the advertising market in four months. However, the first eight months of the year show a cumulative advertising print of 2,987.6 million gross Swiss francs, which corresponds to a minus of 0.4 compared to the previous year. This is according to the statistics published by the market research company Media Focus on Wednesday.
Refreshing advertising print at high temperatures
Long-lasting hot summer weather prompted the beverage industry to press ahead with advertising. At 16 million gross Swiss francs, 30.1 percent more was invested in advertising than in the same month last year. The top 5 advertisers in the industry in August included Coca-Cola Switzerland, the Coop Group Cooperative, Feldschlösschen Beverages, Migros Genossenschaftsbund and Rivella. Advertising pressure is highest for non-alcoholic beverages, at around 8.5 million Swiss francs. At the top of the most advertised products is Nestea Ice Tea, for which an advertising print of over one million gross Swiss francs was generated. Among the top 10 products across all sectors, Nestea Ice Tea is in eighth place. Coca-Cola Switzerland is also investing heavily in image advertising for its non-alcoholic beverages, with almost one million Swiss francs. Overall, the company is among the top 10 advertisers across all industries, ranking seventh.
Energy market gives power
The energy sector increased its advertising print by a whopping 80.5 percent compared to the previous year, investing 2.4 million gross Swiss francs. The sun is also very popular in the energy market: the Swiss Association for Solar Energy, for example, generated advertising print of 662,000 gross Swiss francs for the Swissolar product and is responsible for just under 30 percent of the industry's total advertising print. This puts the trade association at the top of the list of advertisers. The top 3 advertisers also include Energie 360 Grad and the Swiss Gas Industry Association VSG. Overall, however, the energy industry recorded 16.5 percent less advertising print in the first eight months of this year than in the previous year.
Clean increase of advertising pressure
The Cleaning sector increased its advertising print in August to 8.1 million gross Swiss francs (+16.7% PY). The advertising drum was beaten in particular by Reckitt Benckiser (Switzerland), Procter & Gamble Switzerland Sarl and Henkel & CI. The advertisers each invested more than one million gross francs in various products, Reckitt Benckiser even a double-digit million amount. With a 62 percent increase in advertising print compared to the previous year, Reckitt Benckiser is also one of the top 10 advertisers across all industries, ranking sixth. The most advertised product in August was Vanish Oxi Action Gold, which was advertised exclusively on TV.
You can find the entire Media Focus Advertising Market Tren Report July 2015 at here (PDF).
