Advertising market in summer slump

Like last year, advertising pressure in July fell into a summer slump in 2016. Nevertheless, the leisure industry, restaurants and tourism increased their advertising spending.

Editorial - August 15, 2016

The heated summer month of July recorded a gross value print of 276 million Swiss francs. Compared to the previous month, the gross value print decreased by more than 100 million and thus falls into the summer slump. With a minus of 3.3 percent, the value is behind the previous year's value. In keeping with the summer season, it is the leisure, catering and tourism sector that increased its advertising print compared with the same month last year. The biggest drop in July, after a high in the previous month, was recorded by the cleaning industry.

Advertising pressure in the overall market

Development of advertising print as of July 2016

Energy & more

The energy sector remains well on track. Since the beginning of the year, it has steadily increased its gross power print compared with the previous year. The seasons, and especially the summer lull, leave the energy sector cold. Compared to the same month last year, it increased its gross value added by 34 percent. The tobacco industry has risen like Phoenix from the ashes and is experiencing its revival in July, largely due to a promotion of a cigarette brand. Compared to the previous year's figure, it increased its gross power print by 87.6 percent and thus occupies first place among the industries that placed significantly more advertising compared to the same month last year. Smoke-free was yesterday.

Happy holidays

Summer, beach and sea - what more could you want? That's what companies in the leisure, hospitality and travel industry thought and, as usual during the vacation season, they banged the advertising drum in July as well. All in all, the leisure, catering and tourism industry reported a plus of 25.5 percent compared to the same month last year. It is therefore one of the top three sectors that generated more advertising pressure in July than in the same month last year.

Summer slump in the cleaning industry

The summer lull has made itself particularly felt in the Cleaning, Digital & Household, and Finance sectors. Cleaning is no fun when the sun is shining and the temperature outside is 28 degrees. In July, the cleaning sector recorded a year-on-year decline of 23.9 percent. In second place is the Digital & Household sector, which suffered a decline of 22.6 percent in July. The Finance sector shows a further reduction in advertising pressure. Compared with the same month last year, it reduced its advertising print by 21 percent. The Insurance product group, which is part of the Finance sector, is also down 25.7 percent on the same month last year.

Advertising printing in the industries

Advertising pressure in the sectors with year-on-year comparison