July was once again a weak advertising month
Gross value added in July was 463 million gross Swiss francs. This represents an increase of 1.8 percent compared to the same month last year. Nevertheless, the summer slump is clearly noticeable: As in the two previous years, July is the weakest month of the year so far in terms of advertising. Overall, advertising print in the year to date (YTD) is still slightly above the previous year's figure (+2.5%).
The industry rankings YTD are reflected in the advertising behavior of the month of July. Table leader Leisure, Hospitality and Tourism acts most aggressively and is once again responsible for the highest gross power print of the month. In percentage terms, the leading industry also increases advertising pressure the most significantly of the top ten compared with the same month last year (+15.5 percent). The second-placed service sector also increased its advertising print in July by 5.9 percent year-on-year. The financial sector in third position acts more defensively in terms of advertising than in the same month last year, but because runner-up Construction, Industry, Furnishings also invests 1.3 percent less than in July 2018, there are no shifts on the podium. At the back of the rankings, everything also remains the same, except for two changes. The retail trade overtakes the automotive industry and is now in fifth place, while the media and cleaning industries swap places.
Although the political headwind against tobacco advertising is increasing, advertising pressure was once again up year-on-year (+258.2 percent), as in the previous two months. The biggest contributor in July was the Logic Compact e-cigarette. The second-largest percentage increase was recorded by political campaigns, which increased print by 43.2 points year-on-year. Events are responsible for the third largest proportionate increase in advertising pressure (+11.9 percent).
12 of the 21 sectors put the brakes on advertising in July compared with the same month last year. However, most of the reductions are in the low single-digit percentage range, resulting in a slight overall increase. In percentage terms, the energy sector reduced its pressure the most, by 38.6 points. In absolute terms, however, it is still in second last place.
Advertising pressure in the sectors with year-on-year comparison
Top 10 advertisers and most advertised products and services (excluding assortment and image advertising) in July
The integration of Search data, Desktop (January 2017) and Mobile (July 2017) into the Media Focus advertising statistics has led to a significant increase in the share of Internet in the media mix. Since January 2018, Search data has also been collected for French-speaking Switzerland (Search share: 85% DE/15% FR).
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