the swiss advertising market media and advertising: key facts and figures

The Swiss advertising market

Media and advertising: key facts and figures

Contents

Introduction Market description Overview of urban agglomerations and conurbations The economy The advertising market Further information/links

The Swiss advertising market, DMA175704

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.


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.

Source: Eurostat 2010 / 2012

Switzerland Austria Italy France Germany0

10

20

30

40

50

60

70

80

90

8.04 8.49

59.3965.63

82.02

Mill

ions

of p

erso

ns

Switzerland Austria Germany France Italy0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

65+

15-64

-15

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.

Source: EGTA C/000 2013 / 2012

Switzerland Austria Italy France Germany0

5

10

15

20

25

30

35

40

3.5 3.6

25.227.0

36.0

Num

ber o

f hou

seho

lds,

in m

illio

ns

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)

Zurich 1204.0

Geneva 530.7

Basel 500.6

Berne 355.6

Lausanne 342.2

Largest cities (at year-end, in thousands)

Zurich 377.0

Geneva 188.2

Basel 164.5

Lausanne 129.4

Berne 125.7


Metropolitan areas of Switzerland

*The Lugano-Locarno agglomeration is part of the Milan metropolitan area

BaselZurich

Berne

Geneva-Lausanne

Lugano-Locarno*


Residential population by main language

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).

German4.64 million

(63.7%)

French1.49 million

(20.4%) Italian0.5 million

(6.5%)

Romansh0.04 million (0.5%)


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.

Source: EUROSTAT, OECD, updated May 2013

Switzerland Austria Germany France Italy0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

78.6%

71.7% 71.1%

64.0%

56.9%


Gross domestic product (GDP) per capita ($)

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.

Switzerland Austria Germany France Italy0

10

20

30

40

50

60

70

80

90

0

500

1000

1500

2000

2500

3000

3500

4000

79.033 47.083 41.513 41.141 33.115

632

399

3,400

2,608

2,014

GDP in $ bnGDP per capita in $

1,000


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.

Data: Swiss Federal Statistical Office, household income and expenditure 2011

Income 9,604.-

Gross income 9,176.-

Sporadic income 428.-

Expenditure 8,040.-

Transfer expenditure 2,646.-

Consumption expenditure 5,394.-

Savings 1,209.-


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.

Data from 2012, source: EGTA C/000 2013 / Nielsen Company

SWITZERLAND GERMANY FRANCE AUSTRIA Italy

TVSRG / publicPrivate

31.5%10.7%20.8%

1’261.0429.9831.1

43.6%2.0%

41.7%

11’335.6508.8

10’826.8

30.1%1.7%

28.4%

8134.0463.0

7671.0

25.0%8.5%

16.5%

780.3265.6780.3

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

Internet 3.1% 124.2 11.0% 2’858.8 12.4% 3’350.0 5.1% 160.1 9.5% 664.5

Total 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

Source Media Focus Nielsen Media Research TNS Media International Focus Media Research Nielsen Media Research


Top advertisers by gross advertising expenditure

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.

COMPANY SECTOR

Coop Retailing

Migros Retailing

Procter + Gamble Switzerland SARL FMCG

L‘Oréal Suisse SA Cosmetics + bodycare

Swisscom Telecom

Unilever Schweiz GmbH FMCG

Ferrero Schweiz AG FMCG

Nestle S.A. FMCG

Sunrise Communications Telecom

Media Markt Telecom


Media usage in minutes

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

German-speaking Switzerland French-speaking Switzerland Italian-speaking Switzerland0

50

100

150

200

250

167.8179.5

204.3

111.8

95.9104.9

63.6

82.2

62.7

18.2 18.1 18.4

Media usage by region

TV

Radio

Internet

Print

Usage in min.


Top 5 media, German-speaking Switzerland

TV PRINTSRF 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

RADIO INTERNETSRF 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 CINEMAPosters placed* 39 urban areas

2,619,000National 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


Top 5 media, French-speaking Switzerland

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

TV PRINTRTS 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

RADIO INTERNETLa 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


912,000National pools Fr-sp. CHAv. weekly cinema audience

93,000


Top 5 media, Italian-speaking Switzerland

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

TV PRINTRSI 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

RADIO INTERNETRete 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


183,000Nationale Pools It-sp. CH Av. weekly cinema audience

10,000


Data sources/further information

Data sourcesSwiss 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 informationGross advertising expenditure: Media Focus (www.mediafocus.ch)Net advertising expenditure: Werbestatistik Schweiz (www.wemf.ch)Media usage: Media consumption study 2013/mediacompassGross domestic product: International Monetary Fund (IMF)

Additional informationpublisuisse MediaGuide (www.publisuisse.ch/mediaguide)GfK-Vademecum (www.gfk.ch)


the swiss advertising market media and advertising: key facts and figures

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