Advertising pressure also significantly lower in October than in the previous year
In October, as in the previous year, gross advertising print statistics reached their highest level for the year to date. At 533.9 million gross Swiss francs, advertising print increased by 7.6 percent compared with the previous month. However, a comparison with the previous year shows a significant drop of 10.6 percent, as Media Focus' Advertising Market Trend shows.
Cumulatively, this corresponds to an annual advertising print of 4,068.3 million gross Swiss francs. With a decline of 15.4 percent (YTD), the consequences of the Corona crisis are still clearly visible. This development is also reflected in the media groups. The only surprise remains the Out-of-Home media group, which can again increase year-on-year. All other media groups continue to lag well behind the previous year's figures.
Out-of-Home proves to be a stable media group
Out-of-Home was again able to increase its advertising print in October compared with the previous year, and thus once again proved the most resistant to the consequences of the Corona crisis. Radio and the Internet, which also saw lower advertising pressure in October than in the previous year, also seem to be recovering at least somewhat.
Now that movie theaters are closed again in some cantons, this is also reflected in the media group's advertising print, which is down more than 50 percent year on year. TV and print also show lower figures again in October.
Retail trade only sector with double-digit increase
Only three of 21 sectors increased their advertising print in October, the month with the highest advertising print to date.
After the food industry was able to achieve higher advertising pressure in September, the retail industry shows up again in October with the strongest YTD advertising pressure and the largest increase in the current month. Compared to the previous year, the sector is able to increase by 25.5 percent in October and records the only double-digit increase this month. Energy (+9.5%) and Tobacco (+3.7%) also saw slight year-over-year increases in ad pressure, but are well behind YTD.
18 of 21 industries reduce advertising pressure in October
In October, the effects of the Corona crisis continue to have a strong impact on advertising pressure in the events industry (-53.6%), which has thus more than halved its YTD advertising pressure compared to the previous year in 2020. As expected, no recovery can yet be observed in transportation (-59.3%), media (-45.3%) and leisure, hospitality and tourism (-32.9%) either.
View of the top 10 advertisers
New in the top 10 is Blue Entertainment from Swisscom. The public company not only took 10th place among the top advertisers, but with Blue TV also delivered the most advertised product in October. As in October last year, Coop, Migros and Procter & Gamble secured the podium places.
