Food and retail generated the highest advertising pressure in December
After reaching its highest level of the year in November, advertising pressure flattened out again slightly in December. The last month of 2017 closed with gross advertising pressure of CHF 579.5 million, representing a further increase of 14.5% compared to the same month of the previous year (excluding search mobile: 1.6%).
The Internet media group has been reported by Media Focus including search advertising since January 2017. The media mix is published monthly in the advertising market trend. Search advertising includes data on search desktop. In addition to Search Desktop, Search Mobile will also be integrated and reported in the Media Focus advertising statistics from July 2017. More information on the integration of search advertising can be found here.
Advertising pressure in the overall market
Development of advertising pressure as at December 2017
The top 3 of the year have been determined
As was already apparent in the previous months, there was no way around the food, retail and leisure, gastronomy and tourism sectors. However, the gap between the first two sectors narrowed again in December. At 62.2 million gross francs, the retail trade had the highest advertising pressure of all sectors in December 2017. In absolute figures, this is a considerable 17 million more than the leading sector, food (45.2 million).
Services sector is unstoppable
The services sector also recorded the highest percentage increase in December compared to the same month last year (+55.8%). However, at 46.5 million gross francs, the sector only had the third-highest advertising pressure of the month. It had to admit defeat to the frontrunner, the retail trade, and the fashion & sports sector. The latter's 48.6 million gross francs correspond to a year-on-year increase of 36.9%. Alongside the services sector, only the advertising pressure in the finance (40.0%) and construction, industry & furnishings (39.8%) sectors grew more strongly compared to December 2016.
Drinks and co. bring the year to a quiet close
Seven sectors reduced their advertising pressure in December 2017 compared to the same month in the previous year. The beverage industry recorded the biggest drop with a decline of 22.9%. This was followed by the cleaning sector (-13.1%), cosmetics & personal care (-11.1%) and the media sector (-10.5%). Slight declines were also observed in the personal care (-4.7%), events (-3.1%) and initiatives & campaigns (-1.3%) sectors.
Advertising printing in the industries
Advertising pressure in the sectors with year-on-year comparison
Top 10 of the month
The top advertisers and most advertised products and services (excluding product range and image advertising) in December.
Top 10 of the month
The top advertisers and most advertised products and services (excluding product range and image advertising) in December
