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Media Mix Development After COVID-19 – Week 12

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Media Mix Development After COVID-19 – Week 12 Watch Industry // Media Focus We measure communication, for better communication. Since 1989. Watch industry Market definition sample analysis . Audemars Piguet . Blancpain . Favre-Leuba . Frederique Constant . Hublot . Maurice Lacroix . Montres Breguet . Nardin Ulysse . Parmigiani Fleurier . Patek Philippe . Richard Mille . Rolex . Tissot . Vacheron Constantin 2 Why now? • Media consumption behavior is changing as a result of the Corona crisis: people are at home, cooking more themselves and, in the crisis, are increasingly taking to familiar and credible offers in TV, digital, radio and print. • The time spent watching TV and the time spent on social media have risen sharply in recent weeks. • So instead of shutting down communication completely, brands should rather adapt their communication to be dialogue and content-oriented and invest more in it. • The need for communication, information, entertainment and inspiration has probably rarely been greater in recent years. • Thus, knowing how your market is changing is essential. Quelle: Horizont, 2020. 3 Market overview: Brands & retailer You want to know: Brands • Which brand works with which retailer since many years or just for a few months? • How much retailers invest for which brands? . Since 2018 the share of advertising invested by the • COVID-19: Are brands going to work more with (online) retailers in order to compensate the loss during the quarantine? brands themselves is increasing, while the share of advertising made by retailers is declining. Fast 80% of the companies are working with retailers in 16% oder to sell their products, even if more than 75% of the 25% 22% 28% investment in ads is made by the brand itself. 50% . In 2019 more than 75% of the retailer’s advertising investment was for Patek Philippe or Rolex. 78% 84% 75% 72% Retailers 50% . The first quarter of 2019 counts 25% less retailers than Q1 2018. And it looks like that this trends continues in Q1 2020 with 15% less retailers than in Q1 2019. 2018 2019 2020 Patek Rolex . The budget invested by the retailers follow this trend for Philippe 2019 the first quarter: -14% in 2019 and -37% in 2020 2019 Companies Retailer compared to 2019. The chart shows the split of the advertising budget between the brand itself and resellers of the brand. 4 Budget development Advertising presence in the past You want to know: • When are the peaks and lows? . 2018: The highest investments are made during the • COVID-19: When are the brands starting to invest more this year? Will online media be used months of March and November. February and August more because of the quarantine? have the two lowest visibility. Otherwise the investment is quite similar over the year. 2019: The total investment is almost the same as in 2018, with budgets increasing continuously from September 3'000 until the end of the year. March, June and July are among the strong months, which is opposite to the swiss 2'500 advertising market trend. 2'000 And in 2020… 1'500 . The month of January has never been so low in recent years. February, for its part, remains relatively the same 1'000 as in recent years with a slight increase. 500 . March: Compared to the other years, strongest and most significant decline of the investment in March 2020 0 triggered by the the corona crisis. Online: Investments in online advertising have never been as low as in 2020. Total 2018 Total 2019 Total 2020 The chart shows the development of gross advertising for offline advertising (print, TV, out-of-home, radio, cinema) and online advertising (display, search, YouTube). 5 Media mix You want to know: Key findings • What is the media mix of your competitors? Where are opportunities for you? • COVID-19: How fast did the brands react and change their advertising strategy? . Almost 80% of the publicity occurs with Print and Out Will brands continue to invest in Out of Home publicity? How will the share of TV, radio or search media develop? of Home over the years. 2018: Brands invest mainly in Out of Home media, closely followed by Print media. Search is third. 2019: Print takes the lead and TV gains importance. 4% 7% 10% . 2020: The top two switched again. The COVID-19 2020 33% 45% crisis effects all media, OOH reacts slower. Since Week 12 less advertising on all Media 2019 42% 37% 7% 4% 7% 3% 300 250 200 2018 38% 40% 5% 3% 9% 6% 150 0 5'000 10'000 15'000 20'000 25'000 100 50 Print Out of Home TV Cinema Radio Search Display YouTube 0 Print Out of Home TV Cinema Search The chart shows the media mix of offline advertising (print, TV, out-of-home, cinema radio) and online advertising (display, search, YouTube) in TCHF. WK6 WK7 WK8 WK9 WK10 WK11 WK12 WK13 6 Media mix Development after COVID-19 – Week 12 Key findings You want to know: • COVID-19: How did your competitors react? How flexible are your competitors? Which media did they push, reduce or completely stop? . Print: This medium was the most affected in view of Are there any changes compared to the previous years? the drop in spending and in comparison to 2019. Companies could react relatively flexible within the media Print. 300 . Out of Home: There is no change either from previous 222% weeks or from the previous year. This media does not seem to react as quickly to change. Either cause 250 contracts are not flexible or because ads don’t get 24% pulled despite cut of money flow. 200 -32% -3% . TV: As in 2019, after week 10, companies no longer 70% 4% -21% 4% advertise on TV. -3% -21% 2% 150 4% . Cinema: There is no more advertising on this medium -56% 29% since all cinemas closed starting in week 12. -42% 100 126% -71% . Search: Even if people stay at home, companies do not New 15% -38% New New -42% show much interest in pushing search advertising. 50 -35% -29% -53% -78% -100% New -29% -7% -45% -96% -15% -100% -100% 0 Print Out of Home TV Cinema Search WK6 WK7 WK8 WK9 WK10 WK11 WK12 WK13 This chart shows the spending per week for each media in TCHF. The percentage shows the evolution compared to the same week in 2019. 7 www.mediafocus.ch •Twitter Xing LinkedIn Kontakt Media Focus Schweiz GmbH Stauffacherstrasse 28 8004 Zürich T +41 43 322 27 50 F +41 43 322 27 55.
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