Significant growth in the advertising market in November

The advertising market reached its annual peak in November, with total advertising spending of CHF 513 million. The sharp decline in political advertising after the elections was more than offset by campaigns for tobacco products and telecommunications.

Editorial - December 16, 2015

The advertising market reached its annual peak with a monthly advertising print of 513 million gross Swiss francs and continues to follow the upward trend. Compared to the same month last year, the advertising market is up 1.6 percent, according to Media Focus. With a proud volume of 4,501 million gross Swiss francs, total advertising print in the first eleven months grew by around 1 percent year on year.

Industries on the upswing?

The largest increases in advertising print were seen in the tobacco (+48.7%), telecommunications (+35.3%), transportation (+25.2%) and retail (+16.4%) industries. However, not all industries are following the upward trend. A decline in advertising pressure can be observed in the Political Campaigns submarket (-57.1%) and in the Energy (-48.6%) and Consumer Electronics & Photo (-32.2%) sectors. In contrast, there are only minor changes in the Events (+0.4%), IT & Office (-0.9%) and Fashion & Sports (-1.6%) sectors, which generate almost the same amount of advertising pressure as in the same month last year.

A warm room for telecommunications

In November, the telecommunications sector generated an advertising print of around 26 million gross Swiss francs, which represents a significant increase of 35.3 percent compared to the same month last year. The crisp autumn days are evidently giving rise to the joy of home cinema, as no less than three products from this sector have made it into the top 10 most advertised products across all sectors: Teleclub Pay TV is in third place, UPC Cablecom Complete Package is in seventh place, and Swisscom TV 2.0 ranks ninth. Another product from the telecommunications industry is once again in the top 10 most advertised products: Apple's iPhone 6s even made it into second place.

Consumer electronics & photo freezes

Contrary to the upward trend, the consumer electronics & photo sector held back with advertising print of around 10 million gross Swiss francs in November. This represents a decrease of 32.2 percent compared to the same month last year. The industry's advertising print was also down throughout 2015. With total advertising print of 55 million gross francs, this was down 28 percent. Will the industry still catch up in December?

Advertising pressure in the overall market

Development of advertising print as of November 2015