Daily newspapers as a millstone
Gross advertising expenditures in October posted the slowest growth rate of the year
Gross advertising expenditure in October with weakest growth rate of the yearGross advertising expenditure in Switzerland recorded by far the lowest growth this year in October, rising by just 1.6 percent to CHF 402.057 million. Responsible for the low overall growth are the daily newspapers, which took a dive of 5.5 percent or a good ten million Swiss francs to 171.926 million compared to the same month last year. And because daily newspapers account for over 40 percent of gross advertising expenditure, their poor performance is also reflected in the overall result. Positive overall year despite minus in October
On a cumulative basis for the first ten months of the year, however, daily newspapers are still doing very well, with an increase of 7.3 percent.
Meanwhile, most other media categories performed positively in October. Consumer magazines even posted their best result in three months, with growth of 14.7 percent to 74.812 million Swiss francs, and trade magazines also continued to be in top form, with an increase of 20.6 percent to 28.51 million Swiss francs.
Advertising revenues went in the other direction for television, down 8.2 percent to CHF 69.244 million, or for cinema, down 2.7 percent to CHF 4.457 million in October. Both television and cinema were now down for the second consecutive month. Radio, which has shown the steepest growth curve of all media this year, also took a breather in October, growing by "only" 7.4 percent to CHF 11.938 million.
Teletext improved at almost the same pace, by 7.2 percent to CHF 1.783 million. Also doing well was billboard advertising, which increased by 10.9 percent to 35.665 million Swiss francs. Daniel Schifferle
gross advertising expenditure by media
On a cumulative basis for the first ten months of the year, however, daily newspapers are still doing very well, with an increase of 7.3 percent.
Meanwhile, most other media categories performed positively in October. Consumer magazines even posted their best result in three months, with growth of 14.7 percent to 74.812 million Swiss francs, and trade magazines also continued to be in top form, with an increase of 20.6 percent to 28.51 million Swiss francs.
Advertising revenues went in the other direction for television, down 8.2 percent to CHF 69.244 million, or for cinema, down 2.7 percent to CHF 4.457 million in October. Both television and cinema were now down for the second consecutive month. Radio, which has shown the steepest growth curve of all media this year, also took a breather in October, growing by "only" 7.4 percent to CHF 11.938 million.
Teletext improved at almost the same pace, by 7.2 percent to CHF 1.783 million. Also doing well was billboard advertising, which increased by 10.9 percent to 35.665 million Swiss francs. Daniel Schifferle
gross advertising expenditure by media
October 1999/2000 in comparison
in 1000 Fr. 1999 in 1000 Fr. 2000 +/-%
Daily newspapers 181,928 171,926 - 5.5
Publ. journals 65 215 74 812 14.7
Trade journals 23,638 28,510 20.6
TV 75 393 69 244 - 8.2
Radio 11 114 11,938 7.4
Cinema 4,580 4,457 -2.7
Teletext 1,663 1,783 7.2
Poster 32 160 35 665 10.9
Internet Banner - 3 722 -
Total 395 691 402 057 1.6
Source: Media Focus Hergiswil (NW)
