Advertising on the up
Advertising Statistics: For the first time in three years, net advertising revenues are on the rise again. Only print media recorded a slight decline.
Advertising statistics For the first time in three years, net advertising sales are on the rise again. Only the print media recorded a slight decline.2004 net advertising sales amounted to a total of CHF 5.323 billion, as announced by the Swiss Advertising Statistics Foundation at its latest media conference. This was 3.9 percent (CHF 200 million) higher than in the previous year and the first positive development in three years. The survey now provides complete sales data for the years 1982 to 2004. The results were obtained by means of written surveys conducted directly with the media. Only the figures for direct advertising have been extrapolated. The increase in gross domestic product (+1.7 percent in real terms) had a stimulating effect on the advertising market, according to the report. This meant that the growth rate exceeded one percent for the first time since 2000. In recent years, there have also been negative developments in the advertising market in line with the low or negative economic growth. Nevertheless, the foundation cautions that it is not possible to draw any direct conclusions about the expected advertising volume from the general economic data, as there are still other important factors that influence the development of net advertising sales.
Television and radio increasedThe print media were the only category to close the year with advertising revenues totaling CHF 2.292 billion, down 0.4% on the previous year. The most important sector, the daily press, nevertheless increased slightly by 0.5 percent to CHF 1,231 million (regional weekly press -4.5 percent; Sunday press -1.6 percent). The other print media remained relatively stable, with a slight upward trend in job advertisements (+2.5%).
Television, on the other hand, grew significantly by 7% with sponsorship and television advertising, generating CHF 570 million last year. Radio stations are also in the lead with CHF 155 million
4.3 percent above the previous year's level. SRG also achieved sales of CHF 13.4 million (+3.7 percent) with teletext.
Out-of-home advertising was 0.8% higher at CHF 570 million. Address and reference books also remained on an upward trend (3.7 percent). Trade fairs and exhibitions had a record year in 2004 with sales of CHF 253 million (+5.9 percent) from rented hall space. Swiss Post and private distribution organizations earned CHF 1.248 million (+12.3 percent) from the distribution of addressed and unaddressed advertising. A total of 3903 million mailings were distributed in the survey year.
In 2004, net advertising sales were 3.9 percent higher than in 2003.
All media types increased their advertising revenues in 2004 - with the exception of print media.
René Worni
Television and radio increasedThe print media were the only category to close the year with advertising revenues totaling CHF 2.292 billion, down 0.4% on the previous year. The most important sector, the daily press, nevertheless increased slightly by 0.5 percent to CHF 1,231 million (regional weekly press -4.5 percent; Sunday press -1.6 percent). The other print media remained relatively stable, with a slight upward trend in job advertisements (+2.5%).
Television, on the other hand, grew significantly by 7% with sponsorship and television advertising, generating CHF 570 million last year. Radio stations are also in the lead with CHF 155 million
4.3 percent above the previous year's level. SRG also achieved sales of CHF 13.4 million (+3.7 percent) with teletext.
Out-of-home advertising was 0.8% higher at CHF 570 million. Address and reference books also remained on an upward trend (3.7 percent). Trade fairs and exhibitions had a record year in 2004 with sales of CHF 253 million (+5.9 percent) from rented hall space. Swiss Post and private distribution organizations earned CHF 1.248 million (+12.3 percent) from the distribution of addressed and unaddressed advertising. A total of 3903 million mailings were distributed in the survey year.
In 2004, net advertising sales were 3.9 percent higher than in 2003.
All media types increased their advertising revenues in 2004 - with the exception of print media.
René Worni
