Transcript The Swiss advertising market - SWA-ASA

The Swiss advertising market
Media and advertising: key facts and figures
Contents
The Swiss advertising market, DMA175704
Introduction
Market description
Overview of urban agglomerations and conurbations
The economy
The advertising market
Further information/links
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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
Introduction
International comparison: population and age
distribution
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.
100%
90
82.02
80
80%
65.63
60%
50
40
40%
30
30%
20
10
65+
50%
15-64
-15
20%
8.04
8.49
10%
0
0%
Switzerland
Austria
Source: Eurostat 2010 / 2012
Italy
France
Germany
Switzerland
Austria
Germany
France
Italy
The Swiss advertising market, DMA175704
70%
59.39
60
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70
Millions of persons
90%
International comparison: number of
households (in millions)
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.
40
36.0
30
27.0
25.2
20
15
10
5
3.5
3.6
Switzerland
Austria
0
Source: EGTA C/000 2013 / 2012
Italy
France
Germany
The Swiss advertising market, DMA175704
25
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Number of households, in millions
35
Urban conurbations and agglomerations –
Switzerland's five largest agglomerations and cities
POPULATION
Largest agglomerations (at year-end, in thousands)
Zurich
1204.0
Geneva
530.7
Basel
500.6
Berne
355.6
Lausanne
342.2
Zurich
377.0
Geneva
188.2
Basel
164.5
Lausanne
129.4
Berne
125.7
Source: Swiss Federal Statistical Office 2011 / http://www.bfs.admin.ch/bfs/portal/de/index/themen/01/02/blank/key/raeumliche_verteilung/agglomerationen.html
The Swiss advertising market, DMA175704
Largest cities (at year-end, in thousands)
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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.
Metropolitan areas of Switzerland
Basel
Zurich
*The Lugano-Locarno agglomeration is part of the Milan metropolitan area
LuganoLocarno*
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GenevaLausanne
The Swiss advertising market, DMA175704
Berne
Residential population by main language
French
1.49 million
(20.4%)
Data from 2000, source: Swiss Federal Statistical Office
Italian
0.5 million
(6.5%)
Romansh
0.04 million (0.5%)
Other languages: 0.66 million (9%)
In 2000, the main foreign language
spoken in Switzerland was
Serbian/Croatian (111,400 persons).
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German
4.64 million
(63.7%)
The Swiss advertising market, DMA175704
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.
Employment rate, 15- to 64-year-olds
In comparison with its neighbor countries, Switzerland has a high
employment rate: the highest in Europe according to Eurostat.
90.00%
78.6%
71.7%
71.1%
70.00%
64.0%
56.9%
The Swiss advertising market, DMA175704
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Switzerland
Austria
Source: EUROSTAT, OECD, updated May 2013
Germany
France
Italy
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80.00%
Gross domestic product (GDP) per capita ($)
Switzerland ranks among the top ten countries in the world in terms
of per capita GDP.
GDP per capita in $
1,000
GDP in $ bn
90
4000
80
3500
3,400
70
2,608
2500
50
2,014 2000
40
1500
30
1000
20
632
10
79.033
399
47.083
500
41.513
41.141
33.115
Germany
France
Italy
0
0
Switzerland
Austria
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.
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60
The Swiss advertising market, DMA175704
3000
Household income and consumption, 2011
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.
Income
9,604.-
Gross income
9,176.-
Expenditure
8,040.-
Transfer expenditure
2,646.-
Consumption expenditure
5,394.-
Savings
1,209.-
Data: Swiss Federal Statistical Office, household income and expenditure 2011
The Swiss advertising market, DMA175704
428.-
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Sporadic income
Gross advertising expenditure (€ millions)
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.
FRANCE
AUSTRIA
Italy
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
Radio
4.7%
186.4
5.9%
1536.2
16.0%
4’305.0
6.0%
186.9
5.5%
388.9
Cinema
0.6%
22.8
0.4%
103.5
1.4%
381.0
0.4%
12.8
0.5%
37.9
Print
49.3%
1’973.1
34.8%
9’038.1
29.2%
7’878.0
56.5%
1’766.0
25.8%
1’812.9
Outdoor/
transport
10.9%
436.1
4.3%
1’106.9
10.9%
2’933.0
7.1%
221.1
2.9%
200.5
3.1%
124.2
11.0%
2’858.8
12.4%
3’350.0
5.1%
160.1
9.5%
664.5
100.0%
4’003.6
100.0%
25’979.2
100.0%
26’981.0
100.0%
3’127.2
100.0%
7’022.2
Internet
Total
Source
Media Focus
Nielsen Media Research
Data from 2012, source: EGTA C/000 2013 / Nielsen Company
TNS Media International
Focus Media Research
Nielsen Media Research
The Swiss advertising market, DMA175704
GERMANY
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SWITZERLAND
Top advertisers by gross advertising
expenditure
By far the largest advertisers in Switzerland are retailers Migros and
Coop.
COMPANY
SECTOR
Coop
Retailing
Migros
Retailing
Cosmetics + bodycare
Swisscom
Telecom
Unilever Schweiz GmbH
FMCG
Ferrero Schweiz AG
FMCG
Nestle S.A.
FMCG
Sunrise Communications
Telecom
Media Markt
Telecom
Source: Mediafocus Jan-Dec 2012
Most of Switzerland's top 10
advertisers also have operations
abroad.
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L‘Oréal Suisse SA
The Swiss advertising market, DMA175704
Procter + Gamble Switzerland SARL FMCG
Media usage in minutes
Media usage by region
Usage in min.
250
200
204.3
179.5
150
167.8
TV
100
111.8
Print
104.9
95.9
82.2
50
63.6
62.7
18.2
18.1
18.4
0
German-speaking Switzerland
French-speaking Switzerland
Italian-speaking Switzerland
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
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Internet
The Swiss advertising market, DMA175704
Radio
Top 5 media, German-speaking Switzerland
TV
PRINT
SRF 1
1,931,800
20 Minuten (whole Ger. CH)
1,397,000
SRF zwei
1,379,700
Blick am Abend, national
633’000
ARD (foreign ads only)
1,042,000
Blick
613,000
ZDF (foreign ads only)
1,000,500
Tages-Anzeiger
514,000
RTL
954,500
BZ Berner Zeitung/Bund total
364’000
SRF 1
1,780,100
search.ch
1,761,000
SRF 3
1,422,000
srf.ch
1,684,000
SRF 2
374,200
Blick Online
1,579,000
SRF Musikwelle
333,000
20min.ch (Ger. language)
1,550,000
SRF 4 News
317,900
local.ch
1,392,000
POSTERS
Posters placed*
39 urban areas
2,619,000
CINEMA
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
INTERNET
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RADIO
Top 5 media, French-speaking Switzerland
TV
PRINT
RTS Un
679,500
20 Minutes
507,000
F2 (foreign ads only)
451,800
Le Matin
245,000
RTS Deux
434,000
24 Heures
233,000
F3 (foreign ads only)
431,800
Tribune de Genève
136,000
M6
407,400
Le Temps
115,000
La Première
616,000
local.ch
659,000
Couleur 3
239,700
rts.ch
545,000
Option Musique
207,900
Microsoft Advertising Switz.
514,000
Rouge FM
125,100
bluewin.ch
438,000
BNJ
123,300
20min.ch (Fr-language)
414,000
POSTERS
Posters placed*
14 urban areas
912,000
CINEMA
National pools Fr-sp. CH
Av. weekly cinema audience
93,000
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
INTERNET
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RADIO
Top 5 media, Italian-speaking Switzerland
TV
PRINT
RSI LA 1
143,500
Corriere del Ticino PLUS
147,000
RAI1 (foreign ads only)
99,000
La Regione Ticino
107,000
RSI LA 2
94,800
20 minuti
70,000
RAI2 (foreign ads only)
89,000
Giornale des Popolo
49,000
Canale5 (foreign ads only)
88,100
Rete Uno
145,700
local.ch
120,000
Rete Tre
97,600
tio.ch
120,000
Radio 3i
42,300
bluewin.ch
88,000
Fiume Ticino
33,400
rsi.ch
87,000
Rete Due
29,400
search.ch
78,000
POSTERS
Posters placed*
4 urban areas
183,000
CINEMA
Nationale Pools It-sp. CH
Av. weekly cinema audience
10,000
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
INTERNET
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RADIO
Foreign advertising:
(www.bfs.admin.ch)
publicadata (www.publicadata.ch,
www.telecontrol.ch, www.radiocontrol.ch)
Mach Basic (www.wemf.ch)
Net-Metrix (www.net-metrix.ch)
SPR Plus (www.spr-plus.ch)
Publicitas Cinecom
(www.publicitas.ch/cinecom)
EGTA (www.egta.com)
Market information
Gross advertising expenditure:
Net advertising expenditure:
Media usage:
Gross domestic product:
Media Focus (www.mediafocus.ch)
Werbestatistik Schweiz (www.wemf.ch)
Media consumption study 2013/mediacompass
International Monetary Fund (IMF)
Additional information
publisuisse MediaGuide
GfK-Vademecum
(www.publisuisse.ch/mediaguide)
(www.gfk.ch)
Print data:
Internet data:
Outdoor advertising:
Cinema advertising:
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Data sources
Swiss Federal
Statistical Office:
TV and radio data:
The Swiss advertising market, DMA175704
Data sources/further information