Strong advertising November
The second-to-last month of the 2016 advertising year recorded total gross advertising spending of 506 million francs. Advertising spending reached its highest level of the year so far in November.
As indicated in the October Advertising Market Trend, it has increased by 22 million compared with October 2016 (484 million). The full-year comparison reveals that the current figure is only 0.1 percent behind the previous year. Shortly before the end of the year, it is the Cleaning, Transportation, and Initiatives & Campaigns sectors that have once again significantly increased their advertising activities.
Advertising pressure in the overall market
Development of advertising print as of November 2016
Driving home for Christmas
So close to Christmas, it is the cleaning industry that has increased its gross value print in November 2016 by a total of 39.4 percent compared to the previous year. The transport companies seem to have taken the icy temperatures and sometimes precarious road conditions as an opportunity to once again advertise their services heavily. Overall, the transport operator sector increased its gross power print by 27.6 percent in November 2016 compared with the same month a year earlier.
Votes of November 27, 2016
The Initiatives & Campaigns sector showed an increase in its gross power print of 26.8 percent in November. In the associated product group Political Campaigns, there was a striking increase of 121.1 percent over the previous year's figure. This significant increase in gross power print is attributable, among other things, to the popular initiative "Für den geordneten Ausstieg aus der Atomenergie" (nuclear phase-out initiative) of November 27, 2016.
Tobacco industry takes winter break
In contrast to the above sectors, it is the tobacco sector which, compared with the previous year's figure, took an early winter break in November 2016. It shows a significant decline in its gross value print of 46.6 percent. The Beverage (-17.4%), Fashion & Sports (-16.6%), and Telecommunications (-12.6%) sectors also saw their advertising volumes shrink in November 2016.
Advertising printing in the industries
Advertising pressure in the sectors with year-on-year comparison
Top 10 of the month
Top advertisers and most advertised products and services (excluding product range and image advertising) in November
Search advertising integration
Media Focus has been collecting data on search advertising (Google AdWords) since 2014. As of the end of 2016 data (mid-January), the Internet media group will now include search advertising. The media mix will be published monthly in Advertising Market Trend from mid-January.
In the future, the integration of search advertising will allow a more accurate assessment of how large the share of the Internet media group actually is in the media mix across all media groups covered. More about this on Mediafocus.ch.
