Advertising pressure in March: slump in advertising expenditure slowed down
The dramatic decline in total advertising spending in Switzerland seen in the first few months of the year has slowed for now. In March 2009, spending was only 3 percent lower than in March 2008. Surprisingly, spending on automotive advertising rose by 13.4 percent.
It is probably still too early to speak of a general turnaround, but the dramatic slump in total advertising expenditure in Switzerland slowed down for the time being in March. Although advertising pressure still fell by 3 percent year-on-year to around CHF 342 million, a decline of 9.4 percent was recorded in February and a drop of 8.9 percent in January.
An increase of 35.5 percent in the watch industry: because of Baselworld?
Advertising expenditure for tobacco (-78.4%) and consumer electronics (-23.5%) as well as the IT sector (-20.9%) continued to decline significantly, as Media Focus reported on Tuesday. The watch industry, on the other hand, shone with an increase of 35.5 percent. However, it remains to be seen whether this growth was sustainable. It could just as well be due to the Baselworld watch fair, which was held in March rather than April this year.
Surprising growth in the automotive sector too
The 13.4% increase in spending on car advertising is also striking, after declining figures were recorded in January and February. While the general, financial and business press were once again among the losers, radio, the Internet and teletext were unaffected by the crisis. According to Media Focus, double-digit growth rates were recorded here in the first quarter.
The monthly advertising pressure statistics for Switzerland compiled by Media Focus are so-called gross advertising statistics. This means that all advertising placements are valued at the official rates of the advertising medium - newspaper, poster, cinema, etc.
An increase of 35.5 percent in the watch industry: because of Baselworld?
Advertising expenditure for tobacco (-78.4%) and consumer electronics (-23.5%) as well as the IT sector (-20.9%) continued to decline significantly, as Media Focus reported on Tuesday. The watch industry, on the other hand, shone with an increase of 35.5 percent. However, it remains to be seen whether this growth was sustainable. It could just as well be due to the Baselworld watch fair, which was held in March rather than April this year.
Surprising growth in the automotive sector too
The 13.4% increase in spending on car advertising is also striking, after declining figures were recorded in January and February. While the general, financial and business press were once again among the losers, radio, the Internet and teletext were unaffected by the crisis. According to Media Focus, double-digit growth rates were recorded here in the first quarter.
The monthly advertising pressure statistics for Switzerland compiled by Media Focus are so-called gross advertising statistics. This means that all advertising placements are valued at the official rates of the advertising medium - newspaper, poster, cinema, etc.
Graphical development of monthly advertising pressure compared to the previous year
Development of advertising pressure as at March 2009
Development of advertising pressure in the key markets
