Media Focus: September advertising print at 2010 level
With a decrease of 3.9 percent (-18.7 million Swiss francs) compared to the previous year, advertising print in September was around 466 million Swiss francs. This volume corresponds to the level of 2010.
By contrast, the development of advertising print over the year as a whole is less dramatic. From January to September 2012, the gross power print of the previous year was maintained. The 2010 level was even exceeded by 7.5 percent. This was reported by advertising market researcher Media Focus on Thursday.
Clean thing
Of all the sectors, the cosmetics industry recorded the biggest absolute increase in advertising print in the current year, as in the month of September 2012. The year-on-year increase corresponds to 8.9 percent year-to-date, an increase of 22.5 million Swiss francs, or 15.2 percent (+4.9 million Swiss francs) in the month of September 2012. The most pronounced positive development in advertising francs year-on-year (January - September) was measured in the areas of "assortment advertising" (+5.7 million Swiss francs, +63.6 percent), "oral care" (+5.7 million Swiss francs, +25.5 percent) and "hair care" (+4.7 million Swiss francs, +15.5 percent). In the "Oral Care" market, "Toothpaste Advertising" remains the most important segment with a volume of 11.6 million Swiss francs, although it has lost 10.5% or 1.4 million Swiss francs in advertising print compared to the previous year.
Radio silence?
The development in the telecommunications industry is the opposite. With a drop of more than CHF 25 million (-12.5 percent) in the period from January to September 2012, the telco industry reduced advertising spend the most in absolute terms. Although the top advertisers, Swisscom and Sunrise, reduced their advertising pressure by 17.1 percent and 24.3 percent respectively, it would be an exaggeration to speak of radio silence. They account for around 50 percent of the volume in the "Telecommunications" sector.
Development in the media
Compared with the previous year, print media lost share to electronic media and outdoor advertising. In the month of September 2012, a decrease of 2.2 percent was recorded, and for the year as a whole, a decrease of 3.2 percent.
