Advertising market stagnates in October

The advertising month of October was one of stagnant continuity. Just 0.1 percent year-on-year growth was recorded, corresponding to 648 thousand gross advertising francs in absolute terms. The complete advertising year comes to a standstill with the 485.5 million advertising francs to a cumulative total of just under 4 billion, thus showing a slight increase of 1.2 percent in a year-on-year comparison. The identical value was achieved in the September can be ascertained. This is shown by the Media Focus Advertising Market Trend Report 2014/10.

Couriers and postal services: Bern steps on the gas!

With a large-scale image campaign, the industry giant from the German capital achieved a more than 200 percent increase in advertising presence in the full year (+7.2 million gross advertising francs). This is a "relative" record among all advertisers in the current advertising year. The beneficiaries of this campaign appear to be the billboard marketers and the publishers of the daily and Sunday press and the regional weekly press, all of which improved their share in the media mix by more than 10 percent. These shifts within the media groups indicate a discernible change in Swiss Post's strategy in advertising communication.

Commercial without high life expectancy

Cleaners and detergents, or their many "line extensions," are advertised for an average of only 2.5 years. The age ranking is headed by "old acquaintances" such as Lenor, Persil and Vanish Oxi Action, which are still present in ten out of eleven advertising years. In terms of product diversity, the market experienced its heyday in 2009 and 2010, when no fewer than 150 different products were advertised. That time is over. This figure has fallen by a full 50 products in the last four years. The advertising budgets, however, have remained constant for years at 35 to 37 million advertising francs in the period from January to October.

Insurance market: up 10 percent versus October 2013

Visana is closely followed by Zurich, CSS and Helsana, establishing itself at the top of the list of advertising insurers. Just like the number 5 in the ranking, ÖKK, the insurer from Bern has increased its measurable gross advertising francs by seven figures compared to October 2013! Whether this will be only a temporal advance of the available advertising budget into October at ÖKK (No. 15 in the previous year) or a real increase in advertising pressure will be seen in November. However, the start in the race for the insured seems to have been successful. The insurance market as a whole is up a cumulative 6.3 percent, or five million advertising francs, over 2013. This is the third year in a row that we have seen this increase.

Advertising print development in the industries

Top 10 of the month October 2014

Top advertisers and most advertised products/services (excluding assortment & image advertising)

Advertising print development in the media

Development of advertising print in the media compared with the previous year

Advertising print distribution in the media since 2004