Media Focus: Record for advertising pressure in 2006
Never before has there been as much traditional advertising as there was in 2006. With an increase of 8.5 percent over the previous year, it even surpassed the previous record year, 2000, by a wide margin.
Never before has so much classic advertising been placed as in 2006. 8.5 percent growth compared to the previous year meant that even the previous record year of 2000 was surpassed, as Media Focus announced on Monday. It is not only the growth itself that is remarkable about the 2006 result. For the first time in over ten years, the daily newspaper media group gained market share and was also the most important driver of overall market development. Internet advertising was able to increase by almost 44 percent, but the almost 15 percent increase in daily newspapers is considerably more significant. In addition to advertising on the internet and in daily newspapers, television advertising also increased by a good 10%. The other media groups - with the exception of teletext - also made gains, albeit on a more modest scale. In 2006, 17 of the 18 Media Focus key markets grew. Only advertising for tobacco products declined, by almost 25 percent. The cigarette companies are thus reacting to increasing advertising bans on the one hand and the various campaigns against smoking on the other. The following key markets recorded the strongest growth in 2006: Energy (+35.5%), finance (+21.6%), consumer electronics (+13.7%), household goods and appliances (+13.6%), furnishings/furniture (+12.5), transportation (+11.8%) and vehicles (+11.6%).
There is hardly any dynamism among the 30 largest advertisers in 2006. Only three companies were added in 2006. New to the top 30 are Aldi Suisse, Coca-Cola Beverages and Zurich Insurance. Swisslos, Hyundai and Philip Morris are no longer included in 2006. Migros and Coop are the undisputed leaders in the ranking, followed by Swisscom, L Oréal and Procter & Gamble. The 30 largest advertisers in Switzerland together account for over 36% of total advertising investment in traditional advertising media.
Media Focus has been measuring and recording gross advertising investment in the traditional advertising media of print (newspapers/magazines), television, radio, posters, cinema, teletext and the Internet in Switzerland since 1990. Media Focus is a joint venture between the two global market research companies IHA-GfK AG and ACNielsen SA/Nielsen Media Research.
There is hardly any dynamism among the 30 largest advertisers in 2006. Only three companies were added in 2006. New to the top 30 are Aldi Suisse, Coca-Cola Beverages and Zurich Insurance. Swisslos, Hyundai and Philip Morris are no longer included in 2006. Migros and Coop are the undisputed leaders in the ranking, followed by Swisscom, L Oréal and Procter & Gamble. The 30 largest advertisers in Switzerland together account for over 36% of total advertising investment in traditional advertising media.
Media Focus has been measuring and recording gross advertising investment in the traditional advertising media of print (newspapers/magazines), television, radio, posters, cinema, teletext and the Internet in Switzerland since 1990. Media Focus is a joint venture between the two global market research companies IHA-GfK AG and ACNielsen SA/Nielsen Media Research.
