21.12.2018

Advertising Market Trend November 2018


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Highlights in November

At 696.3 million Swiss Francs gross, the advertising pressure in the month of November edged out over March by 0.6 million, the strongest month so far this year in terms of advertising expenditure. Compared with the same month in the previous year, November reached roughly the same level (-0.3%). There was a 2.9% increase in comparison with the previous month.

Cumulatively, the gross advertising pressure in the first 11 months of 2018 totalled 6.6 billion Francs. This equates to an increase of 8.1 percent including online data, and 2.1% not including online data.

Data integration: Internet and TV

Since January 2017, the Internet media group has included search desktop advertising. As of the close of data in July 2017, search mobile data has also been integrated in Media Focus’s advertising statistics. In January 2018, search (desktop + mobile) was included for French-speaking Switzerland (Romandy), on the basis of ten thousand French search terms (share of search YTD: 85% DE/15% FR). Since March 2018, YouTube data (display and video) has also been included, with retroactive effect from January 2018, in the Advertising Market Trends (share of media mix YTD 1%).

Moreover, since January 2018, the TV media group has included TV sponsoring as well as the pre split, post split, single split and time advertising forms.

Advertising Pressure in the market as a whole

Development of Advertising Pressure as per December 2018

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Finance sector scores a hat-trick

September, October and November – for the third month in a row, the Finance industry recorded the highest gross advertising pressure at 64 million Swiss Francs. As such, the top 3 industry rankings remain unchanged. Leisure, gastronomy & tourism still leads the field, followed by Services and Finance. The only movement was in the middle of the rankings. The Cosmetics & toiletries has switched places with Events.

Political campaigns still on top form

With ‘pro’ and ‘contra’ campaigns among the top 3 products, the self-determination initiatives were on the home stretch before the vote on 25 November, bringing the advertising pressure of the Political campaigns product group to 10 million Swiss Francs gross. As such, it showed the largest percentage growth in November too, compared with the previous year (+382.9%). After seeing the largest percentage decrease the previous month, the rollercoaster ride of the Tobacco products brings the industry to second place this month with an increase of almost 200 percent (+195.9%). The sectors also showing growth exceeding 10% compared with the previous year are the Telecommunications industry (+18.6%), the IT product group, hard- & software (+13.8%), the Initiatives & campaigns sector (+12.6%) and Retail trade (+11.3%).

Media and Energy industries: downward trend remains unbroken

The downward trend in the Media and Energy industries has continued into the current month. Compared with Energy, the Media sector showed a slightly larger decrease of 21.6% in November in comparison with the same month in the previous year. However, the Food industry showed the third-largest percentage decrease and the largest decrease in absolute terms, and has dropped three places in the monthly rankings between October and November. Cleaning (-11.9%) and Fashion & sport (-9.5%) complete the list of the five branches showing the biggest decline compared with the previous year.

Advertising pressure in the sectors

Advertising pressure in the sectors with comparative figures for the previous year

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Top 10 of the month

The Top 10 advertisers and most widely advertised products/services (not including range and image advertising) in November

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Media Mix

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

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