Advertising pressure increases slightly

The Swiss advertising market continued to grow slightly overall last year thanks to good results at the beginning of the year. Advertising pressure increased by 2.6 percent to CHF 3.95 billion. According to the advertising and media research company Mediafocus, this puts 2008 in the middle of the 10-year analysis. Advertising pressure was recorded in the print, television, radio, poster, cinema, teletext and Internet sectors. However, the month of December saw a decline of 1.1 percent. Nevertheless, there were no clear signs of the recession spilling over into the advertising industry. With the third consecutive month of decline, television could be identified as the first victim of dwindling advertising budgets. For the year as a whole, cinemas lost the most ground with a drop of 10 percent. The three biggest advertisers in the last month of 2008 were Coop, Migros and L'Oréal.
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