Advertising pressure in November significantly lower than in 2019
Advertising print in the overall market was 544.5 million gross Swiss francs in November. Although this is just short of the highest figure for the year, it represents a year-on-year decrease of 13.6 percent. This is the tenth month in a row that monthly advertising print has been lower than in the same month last year, according to Media Focus' Advertising Market Trend.
One month before the end of the year, annual advertising print totals 4,616 million gross Swiss francs. This represents a 15.1 percent reduction in advertising print compared with the same period in the previous year.
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Slight recovery for print advertising, out-of-home success slowed for the time being
The negative trend was felt across all media groups in November. Print advertising is the best performer, recovering somewhat and down just 4.2 percent year-on-year in November. Outdoor advertising, which has seen regular year-over-year gains in recent months, is also seeing a slight decline of 4.7 percent compared to November 2019. In addition to TV (-17%), internet (-17.8%) and radio (-15.4%) are also seeing double-digit year-over-year declines. Cinema advertising has been hit the hardest - after October's advertising print was already around 60 percent lower than in the same month last year, the decline in November is around 93 percent.
Retail and Initiatives & Campaigns with double-digit increase
Six out of 21 sectors were able to increase year-on-year in November. In addition to the top sector, retail trade (+10.5%), which posted a double-digit increase for the third month in a row, the initiatives & campaigns sector stood out with an increase of 20.2 percent year-on-year. This increase is largely attributable to the referendums held on November 29.
The sectors with the sharpest year-on-year declines in advertising print are events (-80.2%), transportation (-69.2%) and leisure, hospitality and tourism (-44.4%), all of which were hit by the Corona crisis.
Cumulatively, one month before the end of the year, only three of 21 industries are in a positive position: initiatives & campaigns (+9.9%), the retail industry (+8.3%) and the cleaning industry (+6.2%) were able to increase advertising pressure YTD compared to 2019.
Representatives of initiatives & campaigns dominate top 10 products
The strong month for advertising in the Initiatives & Campaigns sector is also reflected in the top 10 products in November. The FOPH's Coronavirus campaign is back on the throne, with a measured advertising print of more than 4 million gross Swiss francs. This, after searching in vain for the campaign among the ten most advertised products in October. The ranks 2 and 3 of the product ranking also go to industry representatives of initiatives & campaigns: Namely to the opponents (rank 2) and the supporters (rank 3) of the corporate responsibility initiative. This puts the Yes camp in third place for the second time in a row among the most advertised products of the month.
