Electronic media step on the gas
Advertising Market: TV advertising successfully overcame the January slump and picked up steam significantly in February.
Advertising market TV advertising successfully overcame the January slump and accelerated significantly in February, according to the Goldbach Electronic Media Index (GEMI). The TV sub-index rose by three points to 306 points in February. In January, it had lost one point for the first time after four strong months. All electronic media surveyed by the GEMI were able to make gains in February. The radio index rose by four points to 264. Online advertising, whose upward trend had slowed sharply in January, picked up speed again. Its index also climbed by four points to 149 points. Teletext gained one point. It is the only electronic medium not to show any significant growth over the past twelve months, instead hovering between 196 and 201 points.
As the advertising volume of teletext is low, its stagnation has no major impact on the overall electronic media index. It jumped by four points in February to a high of 305 points, making up for the small drop in January. Accordingly, according to Goldbach Media, electronic media also achieved a record share of 28.7 percent of total advertising expenditure. In January, the share was still at 25.3 percent.
The record was made possible because the overall advertising media market developed much more slowly. Its index rose by just one point to 162. It is therefore still well below its historic high of 170 points, which was reached in April and May 2001.
A look at the (retrospectively calculated) annals of the GEMI shows that there is no regular January slump in advertising expenditure. Of the last twelve Januarys, only three have brought a decline in the TV index: in addition to 2005, these were 1996 and 2002, whereby the latter was not a hole but part of a continuing downward trend. The market as a whole recorded two declining starts to the year, in 1996 and 2003.
What is GEMI? Werbewoche presents the Goldbach Electronic Media Index (GEMI). It shows the monthly development of advertising expenditure in electronic media and in the overall market since the introduction of the first TV advertising window in 1993.
The GEMI is calculated by advertising marketer Goldbach Media. It is based 100% on the Media Focus survey of gross advertising expenditure in Switzerland. The monthly seasonality is filtered out of the time series in a two-stage process. (sm)
Stefano Monachesi
As the advertising volume of teletext is low, its stagnation has no major impact on the overall electronic media index. It jumped by four points in February to a high of 305 points, making up for the small drop in January. Accordingly, according to Goldbach Media, electronic media also achieved a record share of 28.7 percent of total advertising expenditure. In January, the share was still at 25.3 percent.
The record was made possible because the overall advertising media market developed much more slowly. Its index rose by just one point to 162. It is therefore still well below its historic high of 170 points, which was reached in April and May 2001.
A look at the (retrospectively calculated) annals of the GEMI shows that there is no regular January slump in advertising expenditure. Of the last twelve Januarys, only three have brought a decline in the TV index: in addition to 2005, these were 1996 and 2002, whereby the latter was not a hole but part of a continuing downward trend. The market as a whole recorded two declining starts to the year, in 1996 and 2003.
What is GEMI? Werbewoche presents the Goldbach Electronic Media Index (GEMI). It shows the monthly development of advertising expenditure in electronic media and in the overall market since the introduction of the first TV advertising window in 1993.
The GEMI is calculated by advertising marketer Goldbach Media. It is based 100% on the Media Focus survey of gross advertising expenditure in Switzerland. The monthly seasonality is filtered out of the time series in a two-stage process. (sm)
Stefano Monachesi
