Publicitas and SWA: "Advertising Barometer Switzerland
The advertising market in Switzerland is starting the second half of 2013 with a slightly negative investment mood. Compared with the first half of the year, the outlook for advertising-financed radio and print media is improving.
These are the findings of the second edition of the Advertising Barometer Switzerland, an initiative of SWA and Publicitas. After the first Advertising Barometer survey in January 2013 had forecast stable investment sentiment for the first half of 2013, the sentiment indicator determined in July for the second half of the year lost two percentage points, indicating a slight decline in advertising investment (above the line).
Notwithstanding this trend for the market as a whole, four of the seven media categories surveyed separately report positive investment sentiment (> 50), with online media in particular - as in the previous survey - continuing to be able to count on an increasing willingness to invest. Negative (< 50), by contrast, are the prospects for print media and outdoor advertising. Compared with the January figures for the different categories, it is noticeable that the two categories with the lowest index values (print and radio) show the highest rates of increase. This reduces the gap between the categories with the highest and lowest sentiment indicators from 30 to 21 index points. In addition to spending on the media types mentioned, the Advertising Barometer Switzerland also records advertising investment "below the line". With an index value of 57, the positive investment sentiment already observed for this area in January has continued through the middle of the year.
The advertising barometer
The findings of the Advertising Barometer are based on a survey of a standing panel of a total of 40 advertising clients, who together account for around a quarter of gross advertising spending in Switzerland. The survey covers the actual net advertising spend in the previous semester and the forecast net values for the following semester. The current survey was conducted in July 2013. To calculate investment sentiment, the Advertising Barometer Switzerland uses a diffusion index, which expresses the ratio of advertising clients increasing, decreasing or leaving their advertising budgets unchanged, and thus indicates the direction of an expected change. Index values above 50 indicate a positive development, index values below 50 a negative development. Neither the SWA nor Publicitas have insight into the detailed figures.
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