Media Focus: Advertising market not making any headway
The Swiss advertising market again declined slightly in February. Advertising pressure fell by 0.6% year-on-year to CHF 345.7 million. The financial sector, on the other hand, increased its advertising expenditure by a fifth.
By contrast, the cosmetics market and the financial sector in particular experienced an upturn. The increase of 20 percent is mainly attributable to the major banks UBS (+41.3 percent) and Credit Suisse (+3.1 percent), as the market research institute Media Focus reported to SDA on Friday. In the cosmetics sector, expenditure rose by 5.3 percent (+1.5 million Swiss francs) due to the advertising campaigns during the Winter Olympics. Consumer electronics products were also advertised more (+33.5 percent, +1.4 million francs).
Companies have significantly reduced their advertising expenditure on tobacco products (-66.8%), political campaigns (-46%), beverages (-29.8%) and services (-9.2%). According to Media Focus, the advertising market is also lagging behind for the year as a whole: Advertising expenditure fell to CHF 672.4 billion in the year to February (-0.4%).
You can find the entire Media Focus Trend Report February 2014 in PDF format here.
