Media Focus: Advertising Market Trend Report 2011
In December 2011, the Swiss advertising market recorded a 7.2 percent decline compared with the previous year. Thanks to a strong start to the year and a good summer, gross advertising spending rose by about 4.3 percent to 4.6 billion francs.
Seven of the 23 sectors of the Swiss advertising market recorded lower advertising pressure in 2011 than in the previous year. The greatest reduction in advertising budgets in the classic media was recorded by the financial sector. In 2011, banks and insurance companies reduced their advertising activities by around CHF 24.4 million (-8.1 percent). The advertising pressure of the cosmetics industry was not quite as pretty in 2011. After five years of continuous growth, it reported a decline again for the first time in 2011 (-5.3 percent; -20.0 million Swiss francs). At the end of 2011, advertising pressure stood at 360.8 million Swiss francs. All in all, the signs for this industry are not so good for the coming advertising year.
Although the financial and cosmetics + toiletries sectors are currently somewhat weaker, the Swiss advertising market as a whole is still on course for growth, following a brief dip in 2009. The biggest year-on-year increase in advertising pressure was achieved by the telecommunications sector. Advertising volume in Swiss francs rose by over CHF 66.9 million (+32.0 percent) to CHF 275.9 million in 2011. It is noteworthy that over 56.6 percent of this volume was spent solely on mobile advertising (subscriptions & rates, devices and additional services). The second largest growth of over CHF 38.3 million was achieved by the "Initiatives + Campaigns" sector. This was achieved due to political advertising in the 2011 election year.
While the daily, regional weekly + Sunday press media group again lost a few percentage points of the advertising market pie this year, the TV media group again gained share. With a share of 31.7 percent, TV took the biggest slice of the advertising pie in 2011. With only one percentage point difference (30.7 percent), the "daily, regional weekly + Sunday press" slipped to second place among the most important advertising media in Switzerland for the first time in the annual analysis.
You can find the entire study here.
