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The Swiss advertising market Media and advertising: key facts and figures.

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Presentation on theme: "The Swiss advertising market Media and advertising: key facts and figures."— Presentation transcript:

1 The Swiss advertising market Media and advertising: key facts and figures

2 Contents  Introduction  Market description  Overview of urban agglomerations and conurbations  The economy  The advertising market  Further information/links The Swiss advertising market, DMA175704 Page 2

3 Introduction This presentation is aimed at providing an insight into Switzerland's population, economy, and media and advertising industries. We will be highlighting the particular characteristics of the country as well as key general information. To complete the picture, comparisons with neighboring countries are also included. Finally, links to detailed data sources are provided to allow for more in-depth study of the subjects covered. The Swiss advertising market, DMA175704 Page 3

4 International comparison: population and age distribution The Swiss advertising market, DMA175704 Page 4 With a population of around 8.04 million, Switzerland is by far the smallest of the countries studied here. The age distribution within these European countries is fairly homogeneous. Source: Eurostat 2010 / 2012

5 International comparison: number of households (in millions) The Swiss advertising market, DMA175704 Page 5 With 3.5 million households, Switzerland is around 10 times smaller than its northern neighbor Germany. In 2012, the average Swiss household was made up of 2.3 persons. Source: EGTA C/000 2013 / 2012

6 Urban conurbations and agglomerations – Switzerland's five largest agglomerations and cities Switzerland's largest urban agglomeration is Zurich. The capital, Berne, is ranked fourth in terms of population, behind Geneva and Basel (including cross-border catchment areas). Just under three-quarters of Swiss residents live in urban areas. The five metropolitan areas are a result of the continuous expansion of the urban agglomerations. Source: Swiss Federal Statistical Office 2011 / http://www.bfs.admin.ch/bfs/portal/de/index/themen/01/02/blank/key/raeumliche_verteilung/agglomerationen.html POPULATION Largest agglomerations (at year-end, in thousands) Zurich1204.0 Geneva530.7 Basel500.6 Berne355.6 Lausanne342.2 Largest cities (at year-end, in thousands) Zurich377.0 Geneva188.2 Basel164.5 Lausanne129.4 Berne125.7 The Swiss advertising market, DMA175704 Page 6

7 Metropolitan areas of Switzerland Page 7 *The Lugano-Locarno agglomeration is part of the Milan metropolitan area Basel Zurich Berne Geneva- Lausanne Lugano- Locarno* The Swiss advertising market, DMA175704

8 Residential population by main language Page 8 Switzerland is a multilingual country. The most widely spoken language, in line with the largest geographical share, is German (around 4.6 million), followed by French (1.5 million) and Italian (0.47 million). Romansh is now spoken by a small minority only. Data from 2000, source: Swiss Federal Statistical Office Other languages: 0.66 million (9%) In 2000, the main foreign language spoken in Switzerland was Serbian/Croatian (111,400 persons). German 4.64 million (63.7%) French 1.49 million (20.4%) Italian 0.5 million (6.5%) Romansh 0.04 million (0.5%) The Swiss advertising market, DMA175704

9 Employment rate, 15- to 64-year-olds Page 9 In comparison with its neighbor countries, Switzerland has a high employment rate: the highest in Europe according to Eurostat. Source: EUROSTAT, OECD, updated May 2013 The Swiss advertising market, DMA175704

10 Gross domestic product (GDP) per capita ($) Page 10 Switzerland ranks among the top ten countries in the world in terms of per capita GDP. Source: IM Festimates for 2012 (as at April 2013) According to the IMF, in 2012 the only European countries with a higher per capita GDP than Switzerland were Luxembourg and Norway. The Swiss advertising market, DMA175704

11 Household income and consumption, 2011 Page 11 The average monthly gross income of a Swiss household totals CHF 9,604, with expenditure of CHF 8,040. The majority of this expenditure goes on consumption. Data: Swiss Federal Statistical Office, household income and expenditure 2011 Income 9,604.- Gross income9,176.- Sporadic income428.- Expenditure8,040.- Transfer expenditure2,646.- Consumption expenditure 5,394.- Savings 1,209.- The Swiss advertising market, DMA175704

12 Gross advertising expenditure (€ millions) Page 12 In absolute terms, advertising expenditure is roughly in line with country size; however, Switzerland is notable for the relatively high share of print media. Taken together, electronic media only make up just under 39% of the media landscape in Switzerland (excluding TXT). SRG programs have a substantial share in the market; at 12.7%, this is significantly higher than the share of public programming in the neighboring countries. Data from 2012, source: EGTA C/000 2013 / Nielsen Company SWITZERLANDGERMANYFRANCEAUSTRIAItaly TV SRG / public Private 31.5% 10.7% 20.8% 1’261.0 429.9 831.1 43.6% 2.0% 41.7% 11’335.6 508.8 10’826.8 30.1% 1.7% 28.4% 8134.0 463.0 7671.0 25.0% 8.5% 16.5% 780.3 265.6 780.3 55.8%3’917.5 Radio4.7%186.45.9%1536.216.0%4’305.06.0%186.95.5%388.9 Cinema0.6%22.80.4%103.51.4%381.00.4%12.80.5%37.9 Print49.3%1’973.134.8%9’038.129.2%7’878.056.5%1’766.025.8%1’812.9 Outdoor/ transport 10.9%436.14.3%1’106.910.9%2’933.07.1%221.12.9%200.5 Internet3.1%124.211.0%2’858.812.4%3’350.05.1%160.19.5%664.5 Total100.0%4’003.6100.0%25’979.2100.0%26’981.0100.0%3’127.2 100.0%7’022.2 SourceMedia FocusNielsen Media ResearchTNS Media InternationalFocus Media ResearchNielsen Media Research The Swiss advertising market, DMA175704

13 Top advertisers by gross advertising expenditure Page 13 By far the largest advertisers in Switzerland are retailers Migros and Coop. Source: Mediafocus Jan-Dec 2012 Most of Switzerland's top 10 advertisers also have operations abroad. COMPANYSECTOR CoopRetailing MigrosRetailing Procter + Gamble Switzerland SARLFMCG L‘Oréal Suisse SACosmetics + bodycare SwisscomTelecom Unilever Schweiz GmbHFMCG Ferrero Schweiz AGFMCG Nestle S.A.FMCG Sunrise CommunicationsTelecom Media MarktTelecom The Swiss advertising market, DMA175704

14 Media usage in minutes Page 14 Source: mediapulse TV and radio panel, and Time Use Study, Welle 2011/2012 (media selection: Internet (total), reading (newspapers/magazines)) All language regions, persons aged 15 and above, per capita duration (min.)/NT; Mon-Sun; media usage: 7.12.2011-27.02.2012; radio 1.10.2011-31.03.2012 The Swiss advertising market, DMA175704

15 Top 5 media, German-speaking Switzerland Page 15 TVPRINT SRF 11,931,80020 Minuten (whole Ger. CH)1,397,000 SRF zwei1,379,700Blick am Abend, national633’000 ARD (foreign ads only)1,042,000Blick613,000 ZDF (foreign ads only)1,000,500Tages-Anzeiger514,000 RTL954,500BZ Berner Zeitung/Bund total364’000 RADIOINTERNET SRF 11,780,100search.ch1,761,000 SRF 31,422,000srf.ch1,684,000 SRF 2374,200Blick Online1,579,000 SRF Musikwelle333,00020min.ch (Ger. language)1,550,000 SRF 4 News317,900local.ch1,392,000 POSTERSCINEMA Posters placed* 39 urban areas 2,619,000 National pools Ger-sp. Switz. Av. weekly cinema audience 118,000 TV: Mediapulse TV panel, full year 2012, 24hr, net coverage in the relevant language region, TG 15+ (incl. guest usage) / Print: MACH Basic 2012-2, in the relevant language region, TG 14+ / Radio: Mediapulse Radiopanel, in the relevant language region., TG 15+; 2012; net coverage 24h, Mo-Fr / Internet: NET-Metrix profiles 2013-1, users per week in the relevant language region, TG 14+; data from all websites covered by the study are given / poster: *SPR+ exhibited for 14 days, contact class 5+. Net coverage: only persons resident in metropolitan areas in the relevant language region; TG 15+; cinema: cinema-goers in the relevant language region 2012 ProCinema, P Cinecom The Swiss advertising market, DMA175704

16 Top 5 media, French-speaking Switzerland Page 16 TV: Mediapulse TV panel, full year 2012, 24hr, net coverage in the relevant language region, TG 15+ (incl. guest usage) / Print: MACH Basic 2012-2, in the relevant language region, TG 14+ / Radio: Mediapulse Radiopanel, in the relevant language region., TG 15+; 2012; net coverage 24h, Mo-Fr / Internet: NET-Metrix profiles 2013-1, users per week in the relevant language region, TG 14+; data from all websites covered by the study are given / poster: *SPR+ exhibited for 14 days, contact class 5+. Net coverage: only persons resident in metropolitan areas in the relevant language region; TG 15+; cinema: cinema-goers in the relevant language region 2012 ProCinema, P Cinecom TVPRINT RTS Un679,50020 Minutes507,000 F2 (foreign ads only)451,800Le Matin245,000 RTS Deux434,00024 Heures233,000 F3 (foreign ads only)431,800Tribune de Genève136,000 M6407,400Le Temps115,000 RADIOINTERNET La Première616,000local.ch659,000 Couleur 3239,700rts.ch545,000 Option Musique207,900Microsoft Advertising Switz.514,000 Rouge FM125,100bluewin.ch438,000 BNJ123,30020min.ch (Fr-language)414,000 POSTERSCINEMA Posters placed* 14 urban areas 912,000 National pools Fr-sp. CH Av. weekly cinema audience 93,000 The Swiss advertising market, DMA175704

17 Top 5 media, Italian-speaking Switzerland Page 17 TV: Mediapulse TV panel, full year 2012, 24hr, net coverage in the relevant language region, TG 15+ (incl. guest usage) / Print: MACH Basic 2012-2, in the relevant language region, TG 14+ / Radio: Mediapulse Radiopanel, in the relevant language region., TG 15+; 2012; net coverage 24h, Mo-Fr / Internet: NET-Metrix profiles 2013-1, users per week in the relevant language region, TG 14+; data from all websites covered by the study are given / poster: *SPR+ exhibited for 14 days, contact class 5+. Net coverage: only persons resident in metropolitan areas in the relevant language region; TG 15+; cinema: cinema-goers in the relevant language region 2012 ProCinema, P Cinecom TVPRINT RSI LA 1143,500Corriere del Ticino PLUS147,000 RAI1 (foreign ads only)99,000La Regione Ticino107,000 RSI LA 294,80020 minuti70,000 RAI2 (foreign ads only)89,000Giornale des Popolo49,000 Canale5 (foreign ads only)88,100 RADIOINTERNET Rete Uno145,700local.ch120,000 Rete Tre97,600tio.ch120,000 Radio 3i42,300bluewin.ch88,000 Fiume Ticino33,400rsi.ch87,000 Rete Due29,400search.ch78,000 POSTERSCINEMA Posters placed* 4 urban areas 183,000 Nationale Pools It-sp. CH Av. weekly cinema audience 10,000 The Swiss advertising market, DMA175704

18 Data sources/further information Page 18 Data sources Swiss Federal Statistical Office:(www.bfs.admin.ch) TV and radio data: publicadata (www.publicadata.ch, www.telecontrol.ch, www.radiocontrol.ch) Print data: Mach Basic (www.wemf.ch) Internet data: Net-Metrix (www.net-metrix.ch) Outdoor advertising:SPR Plus (www.spr-plus.ch) Cinema advertising:Publicitas Cinecom (www.publicitas.ch/cinecom) Foreign advertising:EGTA (www.egta.com) Market information Gross advertising expenditure: Media Focus (www.mediafocus.ch) Net advertising expenditure: Werbestatistik Schweiz (www.wemf.ch) Media usage: Media consumption study 2013/mediacompass Gross domestic product:International Monetary Fund (IMF) Additional information publisuisse MediaGuide(www.publisuisse.ch/mediaguide) GfK-Vademecum (www.gfk.ch) The Swiss advertising market, DMA175704


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