According to Focus Media Research, there was no significant decline in advertising volume despite drastic Covid measures in November. In the Above-The-Line area, advertising spending fell by 5.3 percent compared to the previous year – advertising spending in the area of sponsoring & direct marketing could even increase significantly.
Throughout the year up to November, radio (ORF followed by private) is at the top of the advertising media. Online, TV ORF and transport are also in the green area. The rest had to take a minus, the largest cinema (minus 73 percent) and ambient media (minus 34 percent).
In the classic media, it is primarily due to online and radio advertising activities (each over plus ten percent) and TV advertising (plus 3.5 percent) that a similar drop in gross advertising expenditure as in the spring is being absorbed could.
Advertising pushers and brakes
As advertising pushers, public institutions emerged as number one, followed by pharmaceuticals, the food industry and the food trade. The advertising brakes on the other hand: trade fairs / exhibitions / events, telecommunications, furniture and furnishings as well as (not surprisingly) travel. The strongest ATL changes compared to the same period of the previous year – with over 1,000 percent – can be achieved by Österreich Werbung, Agentur Südtirol Marketing, Otto, the BMLV and the Chamber of Labor for yourself. In the negative direction, this is the case with T-Mobile, Raiffeisen, Hutchison, Opel and Fussl. –