Strong advertising month of February

In contrast to January, February was bold in terms of advertising, recording advertising print of 353.3 million gross Swiss francs. This represents an increase of 1.9 percent over the same month last year.

Editorial - March 16, 2015

The first two months of 2015 thus yield a cumulative advertising print of 677.8 million gross Swiss francs, which represents a cumulative increase of 0.3 percent over the previous year. This is shown in the Advertising Market Trend Report 2015/02 from Media Focus.

Vehicle industry presses on the gas pedal

At 41.8 million gross Swiss francs, the vehicles sector increased its advertising print by 16.9 percent year-on-year in February. Around 35 million advertising impressions (8.8 percent) of this went to the new car product group. The list of the top 10 products of the month underlines the strength of the vehicle sector: with the Mazda2, Audi Q3 SUV, Volvo XC60 SUV and the Citroën C4 Cactus, no fewer than four vehicles fall within the top 10 most advertised products. With an increase in advertising pressure of 227 percent, the Audi brand shows the highest advertising pressure in the industry in February. It invested 45 percent of its advertising pressure in the out-of-home medium and 31 percent in TV advertising.

Green beverage wave at Rivella

This month, the beverage market shows a 54 percent increase in advertising. This is thanks in part to Rivella with its Rivella Grün product. The newly launched lifestyle beverage, which this month ranks fifth among the 10 most advertised products, even outperforms the also newly launched product Coca Cola Life. Rivella increased its ad spend by 650 percent over the same month last year and is the strongest beverage advertiser this month. Coca Cola follows in second place, with their ad print spend up just 20 percent. While Rivella spent nearly two-thirds of its ad spend on Rivella Green in February, Coca Cola spent just 15 percent of its total ad budget on Coca Cola Life. Even Coca Cola Zero and Coca Cola Light were advertised more heavily, at 21 percent. Rivella invested the largest share of its advertising spend in TV advertising, which accounted for 91 percent of the total media mix. Coca Cola also put a large proportion of its advertising pressure into TV advertising, with 73 percent.

The mail takes off and drives away from the SBB

In February, the transport companies sector recorded an advertising print of 5.8 million gross francs. This is an increase of 71 percent compared with the same month last year. Swiss Post is also involved in this development. It increased its advertising print expenditure by 206 percent compared with the same month last year and invested almost all of the advertising print in the "Couriers and postal services" product group. SBB also noticeably increased its advertising print this month: With an increase of 146 percent, it has an overall advertising print that is only slightly smaller than that of Swiss Post and is close on its heels.

Advertising pressure in the overall market

Development of advertising print as of February 2015