Harbingers of spring in the advertising bouquet
Commercial advertising began to pick up in January
Commercial advertising began to pick up in JanuaryAfter last year's unpleasant overall results, Media Focus reports more conciliatory figures for January: Gross advertising revenues are just above the same month last year.However, there is still no cause for celebration. The overall increase in commercial advertising amounted to just 0.1 percent, and the various media genres started the new year very differently.
Internet banners have managed to turn things around. After months of slump with losses in the double-digit percentage range and a lackluster year-end result of minus 38.1 percent, they have stopped the rapid decline with screeching tires. Gross advertising expenditure for banners even grew by 2.9% in January. A positive sign, but still no guarantee of a turnaround - in monetary terms, the profit amounts to just CHF 30,000.
The daily newspapers are also getting a little more breathing space again: their losses compared to January 2001 have fallen to minus
3 percent or 3.5 million francs. The winners of the month were posters, which generated an impressive 13% or CHF 4 million more gross advertising income. Consumer magazines contributed 2.9 million francs in additional income and increased by 7.6 percent. January was also a positive month for radio stations, which saw an increase of 12.3% or CHF 972,000.
The situation for television channels is less glorious. They suffered declines for the second month in a row. In January, they were down 1.5 percent, which corresponds to CHF 621,000.
Trade journals replaced banners at the bottom of the rankings. Their gross advertising revenue slumped by 19.3 percent, with 2.9 million fewer advertising francs flowing into their coffers. Cinemas were also relegated to a shadowy position once again. Their losses widened compared to December and amounted to minus 18.6 percent in January. Teletext slipped back into the red after a positive result in December and lost 4 percent.
The tentative forward movement in the advertising market is giving rise to hope, but is only just budding. The results of the individual media categories are too incoherent - the additional income of 367,000 francs compared to the same month last year is due to the mainstays of posters and consumer magazines. Advertising clients will have to decide on a real turnaround in the coming months. Bruno Amstutz
Gross advertising expenditure by media
Internet banners have managed to turn things around. After months of slump with losses in the double-digit percentage range and a lackluster year-end result of minus 38.1 percent, they have stopped the rapid decline with screeching tires. Gross advertising expenditure for banners even grew by 2.9% in January. A positive sign, but still no guarantee of a turnaround - in monetary terms, the profit amounts to just CHF 30,000.
The daily newspapers are also getting a little more breathing space again: their losses compared to January 2001 have fallen to minus
3 percent or 3.5 million francs. The winners of the month were posters, which generated an impressive 13% or CHF 4 million more gross advertising income. Consumer magazines contributed 2.9 million francs in additional income and increased by 7.6 percent. January was also a positive month for radio stations, which saw an increase of 12.3% or CHF 972,000.
The situation for television channels is less glorious. They suffered declines for the second month in a row. In January, they were down 1.5 percent, which corresponds to CHF 621,000.
Trade journals replaced banners at the bottom of the rankings. Their gross advertising revenue slumped by 19.3 percent, with 2.9 million fewer advertising francs flowing into their coffers. Cinemas were also relegated to a shadowy position once again. Their losses widened compared to December and amounted to minus 18.6 percent in January. Teletext slipped back into the red after a positive result in December and lost 4 percent.
The tentative forward movement in the advertising market is giving rise to hope, but is only just budding. The results of the individual media categories are too incoherent - the additional income of 367,000 francs compared to the same month last year is due to the mainstays of posters and consumer magazines. Advertising clients will have to decide on a real turnaround in the coming months. Bruno Amstutz
Gross advertising expenditure by media
January 2001/January 2002 in comparison
in 1000 Fr. 2001 in 1000 Fr. 2002 +/- in %
Daily newspapers 116 578 113 078 - 3.0
Consumer magazines 38 634 41 562 7.6
Trade journals 15 030 12 135 - 19.3
TV 41 977 41 356 - 1.5
Radio 7 894 8 866 12.3
Cinema 2 323 1 892 - 18.6
Teletext 3 202 3 074 - 4.0
Poster 30 860 34 872 13.0
Internet banner 1 046 1 076 2.9
Total 257 544 257 911 0.1
Source: Media Focus
