Swiss advertising spending stagnates in 2012
Swiss advertising spending in 2012 remained virtually unchanged compared with the previous year. Advertising worth approximately 4.8 billion francs was placed. This represents a decline of 0.1 percent, according to the Media Focus Trend Report 2012/12.
The Media Focus Advertising Market Trend Report 2012/12 can be here in PDF format can be downloaded.
The fact that the decline was not greater is due to the intensified advertising expenditure in December. According to the survey, advertising pressure in the month of Christmas sales was 1 percent above the previous month's figure at CHF 426.9 million. Over the year as a whole, food and vehicles were again the most advertised in 2012. The food sector held a 10.5 percent share and the vehicle sector a 9.7 percent share of advertising volume in Switzerland. Food advertising was down 0.2 percentage points, while that for vehicles remained the same.
The biggest share shifts in 2012 were in cosmetics and personal care, with an increase of one percentage point to 8.5 percent. This made the beauty and hygiene sector the third strongest advertising force in the market. Telecommunications still had an advertising share of 5.1 percent and dropped from 7th to 10th place with this loss of 0.7 percentage points.
In the stagnating advertising market, there were almost as many advertisers as in the previous year. Their numbers declined by 0.4 percent. Media Focus sees this as the interruption of a trend observed since 2009. From 2009 to 2011, an average of 6.8 percent of advertising companies disappeared from the market each year. (SDA)
