September was the strongest advertising month of the year so far

The advertising month of September generated advertising print of CHF 572 million. This represents a significant increase of around 25 percent over the previous month's figure (CHF 460 million). September thus closes as the strongest advertising month of the year so far. In a year-on-year comparison, the advertising market also recorded a clear increase of 12.7 percent in the first month of fall. However, this is largely attributable to the integration of Search Mobile (2.6 percent excluding Search Mobile). Overall, advertising print in the first three quarters of 2017 amounted to 4,088.8 million gross Swiss francs, which corresponds to an increase of 7.6 percent (without Search-Mobile: +3.3 percent).

Search advertising: Mobile data integration

The Internet media group has been reported including search advertising since January 2017. The media mix is published monthly in Media Focus' Advertising Market Trend. Search advertising includes data on Search Desktop. As of the July 2017 data cut-off date, Search-Mobile is also integrated and reported in the Media Focus advertising statistics in addition to Search-Desktop. More information on the integration of Search Advertising can be found at here.

Advertising pressure in the overall market

Development of advertising print as of September 2017

No changes on the podium

Due to the overall high increase in advertising pressure in September, the influence of search-mobile data integration is weakened. This is reflected in the fluctuations in the individual sectors, which are lower overall than in August.

Despite a reduction of -4.1 percent, the food sector clearly remains the strongest sector with a total advertising print of 391.2 million (YTD). Retail, however, is catching up, with the sector again recording a significant increase of 15.3 percent. The leisure, hospitality and tourism sector also continues to be strong, with an increase of 43.8 percent compared to the same month last year, landing in third place thanks to high advertising pressure from Ebookers, Swisslos and Trivago.

Full speed ahead

The transport sector recorded the highest increase in the advertising month of September, with a significant plus of 48.8 percent. The biggest drivers here are Swiss Post with a broad-based image campaign, SBB and Easy Jet. In second place is the IT, hardware & software product group (+47.0 percent). Here, the battle of the smartphone giants Apple vs. Samsung is reflected in the gross power print. Manufacturers, retailers and telecommunications providers are all vying for new and existing customers with the new models. In third place is the insurance product group, with an increase of 44.3 percent compared to the same month last year. In view of the changeover window and the coming winter, the focus is on health and car insurance.

Tobacco, vehicle industry and political campaigns put the brakes on

Last month, it seemed as if the tobacco industry had found its way out of the downward spiral. But it was much more just a brief resurgence. In September, the industry recorded the highest year-on-year losses in the Swiss advertising market. Advertising pressure is down by -60.0 percent. Political campaigns are also down. Despite the referendum on AHV, food security and the 2020 pension reform, advertising pressure is around a third lower than in September 2016 (-34.2%). The automotive industry is also putting on the brakes. It reduced advertising pressure by -9.8 percent. In the new car segment, the decline is even somewhat higher, at -13.7 percent.

Advertising printing in the industries

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

Top 10 of the month

Top advertisers and most advertised products and services (excluding product range and image advertising) in September

Media Mix

The integration of search data, display (January 2017) and mobile (July 2017) into Media Focus' advertising statistics leads to a significant increase in the share of internet in the media mix.