20.11.2018

Advertising Market Trend October 2018


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Highlights in October

In 2018 as well, October proved to be the strongest advertising month so far. The gross advertising expenditure of CHF 682.8 million represents an increase of 1.5 per cent in comparison with the previous month. This increase amounts to 8.5 percent in comparison with the previous year.

Advertising expenditure over the year as a whole still exhibits a steep upwards trend – regardless of whether or not the extra data is included (+21.7% or +2.8% respectively). TV and Internet were in a head-to-head race in October for the title of strongest media group, with TV taking the lead for the first time since December 2017.

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 October 2018

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Finance sector continues to grow

The Finance sector recorded the highest gross advertising pressure in October for the second month in a row. However, this doesn’t change anything in the top 3 industry ranking ytd. Leisure, gastronomy & tourism leads the field, followed by Services and then Finance in third place. There has been a change of places in the chasing pack, however. Food has pulled ahead of retail trade, due in part to the highest advertising pressure in the strongest media group in October, TV.

Self-determination initiative pushes Political campaigns

The referendum on the self-determination initiative on 25 November – above all the supporters of the initiative – has provided the product group Political campaigns with the highest increase year-on-year (+362.3%). This is followed in second place by the Telecommunications sector (+70%), which had lost advertising pressure in September compared with the previous year. The product group TV & Home Entertainment grew substantially compared with 2017 (25.5%), just as it had in previous months. The sectors of Cleaning (22.5%), Leisure, gastronomy & tourism (21.4%) and Events (21.4%) all increased advertising pressure by over 20% compared with the previous year.

The ups and downs of the tobacco sector continue

The tobacco sector recorded the greatest decline in October 2018 with a clear minus of 52.8% compared to the same month a year previously. This comes after it had rallied again in September. The Vehicles sector as well as the Public transport companies, Personal care and Pharmaceuticals & health sectors all experienced a downturn in advertising pressure compared with the same month of the previous year, after achieving growth in September. In the Energy and Media sectors the downwards trend of the previous month continues.

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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 October

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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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