This is how different advertising markets develop
Image: VAUDE
September 16, 2022 – A new analysis shows how different the advertising markets in the DACH region can be despite the (partly) common language: The overall advertising pressure is growing strongly in Germany, moderately in Austria and going downhill in Switzerland.
by Sebastian Halm
Have joint data on the gross advertising market in the DACH region for the first time Nielsen Media Germany
, Media focus Switzerland
and focus
presented from Austria. The focus of the analysis is the advertising behavior in the classic and digital media (display) in the respective markets during the corona pandemic.
Even if the countries are connected by the same language and the market researchers use the same media coverage with print, out of home, TV (without pay TV), radio, internet (display sales statistics) and cinema, this allows the analysis of some exciting differences corresponding knowledge. If the gross advertising market can show an increase of nine percent in Germany from 2019 to 2021, the increase in Austria will be significantly lower with an increase of three percent. In Switzerland, on the other hand, the total volume fell by five percent – with a significant drop during the pandemic year 2020. There are clear winners but also losers in the various advertising media:
- Winner Internet: Plus 23 percent in Germany, Plus 20 percent in Austria, Plus 26 percent in Switzerland
- Winner TV: Plus 12 percent in Germany, plus 14 percent in Austria, but a minus of 13 percent in Switzerland
- Loser cinema: minus 72 percent in Germany, minus 67 percent in Austria, minus 59 percent in Switzerland
- Loser print: stagnation in Germany, minus 5 percent in Austria and minus 7 percent in Switzerland
- Print, Out of Home and Radio are in the middle range
In addition, the experts took a closer look at the first half of this year to get initial insights into “fast post-corona”. While all advertising media have recorded slight increases, the first half of the year brings cinemas a strong plus in terms of gross advertising pressure. In Germany and Austria, an increase of 1,000 percent compared to the previous year was recorded, in Switzerland it is an increase of 774.2 percent. The strong increases in this category are due, among other things, to the fact that cinema advertising spending quickly collapsed completely during the lockdown due to the closures caused by the pandemic. Well, with the return to the “New Normal” and the reopening of cinemas, there has been a huge increase in gross ad spend.