Advertising market trend 2019: Highlights in October

This represents an increase of 10.8 percent compared with September and a rise of 5.5 percent compared with the same month of the previous year. At 5,996.8 million gross Swiss francs, cumulative annual advertising print is close to the 6 billion mark. This also represents a year-on-year increase (+2.6%).

Advertising print in the overall market: Development of advertising print as of October 2019

Food sector ahead of automotive sector in annual ranking for the first time

As in the previous month, the financial sector again generated the highest advertising pressure of all sectors in October. However, since the services sector also generated advertising pressure, the gap between it and the financial sector shrank only slightly. All three top sectors improved year-on-year, so there will be little change on the podium between now and the end of the year.

The food sector confirmed its positive trend and overtook the automotive sector in October for the first time this year. This comes as no surprise, as two representatives are ranked first (Kinder Riegel) and sixth (Kinder Schoko-Bons) in the top 10 products of the month. Ferrero thus consolidates its fourth place in the ranking of the top advertisers, directly behind the three advertising giants Coop, Migros and Procter & Gamble. There are no changes in the industry rankings at the back of the pack.

Political campaigns remain strong

Political campaigns provide virtually the same advertising pressure as in September, which is still due to the parliamentary elections on October 20. In addition, the FDP National Council is once again among the most advertised products of the month, this time in eighth place.

This means that political campaigns show the second-largest increase in percentage terms, both compared to the same month last year and YTD. In terms of percentage increase, the tobacco industry is ahead in each case, but in absolute terms it continues to carry the red lantern.

News from the Top 10

With a strong increase of 208 percent compared to the same month last year, CSS Versicherung has climbed into the top 10 advertisers. Denner (+132.4%) is also making strong gains compared to October last year. In addition to FDP National Council, SBB has also managed to stay in the top 10 products of the month since September. Top seller Kinder Riegel even manages this for the third time in a row.

Advertising pressure in the sectors with year-on-year comparison.

The top 10 advertisers and most advertised products and services (excluding assortment and image advertising) in October.

Media Mix

The integration of Search data, Desktop (January 2017) and Mobile (July 2017) into the Media Focus advertising statistics has led to a significant increase in the share of Internet in the media mix. Since January 2018, Search data has also been collected for French-speaking Switzerland (Search share: 85% DE/15% FR).