In the advertising month of April 2014, the food industry recorded 21 percent (+8.8 million Swiss francs) more advertising pressure than in the same month last year. This positive development is also a holiday or Easter effect. Easter fell on the third weekend in April this year. For example, advertising print for chocolate and confectionery rose by a whopping 34 percent year-on-year, corresponding to an increase in advertising print of 2.9 million Swiss francs. Leading the way in this product group were the chocolate manufacturers Ferrero, Lindt & Sprüngli and Chocolat Frey.
Preparation for the voting month
In the month leading up to the federal referendum on May 18, 2014, political interest groups stepped up their advertising activities. In April, advertising pressure worth around CHF 8 million (+275 percent) was recorded in the political campaigns submarket. However, the advertising communication around the Gripen fighter aircraft was almost exclusively determined by the proponents. While the supporters claimed an advertising print of 1.1 million Swiss francs in April, the No camp was almost absent with an advertising print of only 55,000 Swiss francs.
Minus trend in the vehicle market
In April, the vehicle market recorded a 12 percent (-5.5 million Swiss francs) lower advertising print than a year ago. This continued the downward trend in this submarket that has been ongoing since December. The detailed analysis shows that advertising pressure between January and April 2014 fell year-on-year, particularly for mid-range vehicles (-61 percent, -9.3 million Swiss francs) and SUVs (-16.4 percent, -9.4 million Swiss francs). SUVs (-16.4 percent, -5.0 million Swiss francs) declined significantly. Nevertheless, the vehicle sector is still the submarket with the highest share of advertising print in the overall market in 2014 (10.6 percent).
The Media Focus Advertising Market Trend Report April 2014 (PDF)
