logo


logo

Highlights in October

by Alicia Görlitz

With a gross advertising pressure of CHF 773.0 million, October was the strongest advertising month of 2022 so far, surpassing March. Compared to the same month last year, this represents an increase of 19.6 percent. Compared to the previous month, September, it represents an increase of 20.4 percent.

Before Christmas sales, the advertising pressure for 2022 has amounted to CHF 5,407 million gross, up 27.8 percent from 2021.

Advertising pressure declined in just three sectors – cleaning, cosmetics & personal care and digital & household.

The UVEK energy conservation campaign generated the most advertising pressure in October.



Advertising Pressure in the market as a whole
Development of Advertising Pressure as per October 2022 in million francs (gross)



Retail undisputedly in the lead

With an increase of 35.6 percent, retail continues to rank first among all sectors. However, the biggest increase in terms of advertising pressure in October was recorded by the energy sector (+74.1%). Public transport followed closely behind, also increasing advertising pressure by 66.8 percent. Among others, the sectors leisure, gastronomy and tourism (+56.1%) and services (+53.6%) achieved a strong increase.

Advertising pressure declined in just three sectors in October

The cleaning sector experienced the greatest decline in October, with a drop of 31.8 percent. The cosmetics & toiletries sector experienced a mild change in advertising pressure (-8.0%). Digital & household declined only minimally (-1.1%).



Top of the month


The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in October


Media Mix

Media Mix for the month of October

Annual review 2021 Advertising Market Trend September

Total Brand Visibility & Content

Total Brand Visibility & Content

With Total Brand Visibility, Media Focus offers a product that compiles data about your media presence from advertising and reporting and then analyzes this.

Learn more

Advertising pressure statistics

Advertising pressure statistics

Media Focus assists you by recording data about the advertising presence of your competitors and industry and analyzing advertising volume and campaign and brand strategies.

Learn more

Media monitoring

Media monitoring

Media Focus offers every service you need for efficient media monitoring, helping you to keep track of everything and showing you how successful your communications activities have been.

Learn more

Creations

Creations

Media Focus offers the most comprehensive database of traditional and digital advertising creations in Switzerland.

Learn more

Analysis

Analysis

We offer tailored analysis that supports you with monitoring the market and your competitors!

Learn more

Sponsorship

Sponsorship

Our sponsorship analysis allows us to measure and evaluate the visibility of sponsors in the media and on the ground.

Learn more

Highlights in September

by Alicia Görlitz

September is always a strong advertising month, and this year is no different, with September 2022 recording gross advertising pressure of CHF 639.7 million. This represents a new increase (+45.4%) both on the previous month’s total and on the advertising market total for the same month last year (+5.2%).

Fifteen sectors have stepped up advertising pressure and are thus playing a significant part in this overall increase.

McDonald’s restaurants are top this month for most advertised products (without searches).



Advertising Pressure in the market as a whole
Development of Advertising Pressure as per September 2022 in million francs (gross)



Retail sees reduced advertising pressure for the first time in 2022

Advertising pressure declined in just six sectors in September. The biggest percentage drop was recorded in the cleaning sector (-33.1%), followed by cosmetics & personal care (-24.8%), vehicles (-16.5%), food (-8.4%), retail (-7.5%) and fashion & sport (-5.3 %). For the first time this year, the retail sector recorded a decline in advertising pressure, although it has easily maintained its first place in the overall annual ranking.

Tobacco products see a significant increase

Some 15 sectors saw increases in advertising pressure in September.These included tobacco products, with a considerable increase of 88%. This sector is still bringing up the rear in the rankings. Significant increases in advertising pressure are also evident in the energy (+76.1%), telecommunications (60.8%), services (26.9%), and construction, industry and furnishings (+23%) sectors.



Top of the month


The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in September


Media Mix

Media Mix for the month of September

Annual review 2021 Advertising Market Trend August

Total Brand Visibility & Content

Total Brand Visibility & Content

With Total Brand Visibility, Media Focus offers a product that compiles data about your media presence from advertising and reporting and then analyzes this.

Learn more

Advertising pressure statistics

Advertising pressure statistics

Media Focus assists you by recording data about the advertising presence of your competitors and industry and analyzing advertising volume and campaign and brand strategies.

Learn more

Media monitoring

Media monitoring

Media Focus offers every service you need for efficient media monitoring, helping you to keep track of everything and showing you how successful your communications activities have been.

Learn more

Creations

Creations

Media Focus offers the most comprehensive database of traditional and digital advertising creations in Switzerland.

Learn more

Analysis

Analysis

We offer tailored analysis that supports you with monitoring the market and your competitors!

Learn more

Sponsorship

Sponsorship

Our sponsorship analysis allows us to measure and evaluate the visibility of sponsors in the media and on the ground.

Learn more

Highlights in August

by Alicia Görlitz

At a gross value of CHF 438.6 million, the advertising month of August has closed out 14 percent above the previous year’s figure.
Gross advertising pressure has thereby increased by 4.4 percent compared to the previous month, July.

A total of 15 sectors recorded a double-digit increase in their advertising pressure, helping gross advertising pressure in August to gradually recover from the summer slump.

In 2022, total gross advertising pressure amounted to CHF 3,990 million, up 34 percent on 2021.



Advertising Pressure in the market as a whole
Development of Advertising Pressure as per August 2022 in million francs (gross)



Telecommunications picks up again after its July low

Sixteen out of twenty-one sectors saw higher advertising pressure in August than in the same month in the previous year, with the tobacco sector experiencing the biggest rise (+137.9%).  Construction, industry and furnishings (+48%) saw the second-highest percentage increase and thereby maintained its second place in the overall annual ranking, behind retail, which also saw an above-average increase in August (26.5%). As in the previous month, leisure, gastronomy and tourism took third place, with the sector’s advertising pressure increasing by 17.8 percent in August.

The telecommunications sector was able to increase its advertising pressure by 13 percent compared to August last year. In comparison with the previous weak month of July, performance was a full 49 percent higher, the second-highest percentage increase compared to the previous month after tobacco products (145%).

Five sectors with lower advertising pressure compared to last year

Five sectors have seen less advertising pressure compared to August last year. The most marked dip was in the cleaning sector (-37.6%).

Advertising pressure also dropped in the food (-20.6%), digital & household (-3.0%), automotive (-13.6%) and cosmetics & toiletries (-0.9%) sectors in August.



Top of the month


The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in August 2022


Media Mix

Media Mix for the month of Augsut

Annual review 2021 Advertising Market Trend July

Total Brand Visibility & Content

Total Brand Visibility & Content

With Total Brand Visibility, Media Focus offers a product that compiles data about your media presence from advertising and reporting and then analyzes this.

Learn more

Advertising pressure statistics

Advertising pressure statistics

Media Focus assists you by recording data about the advertising presence of your competitors and industry and analyzing advertising volume and campaign and brand strategies.

Learn more

Media monitoring

Media monitoring

Media Focus offers every service you need for efficient media monitoring, helping you to keep track of everything and showing you how successful your communications activities have been.

Learn more

Creations

Creations

Media Focus offers the most comprehensive database of traditional and digital advertising creations in Switzerland.

Learn more

Analysis

Analysis

We offer tailored analysis that supports you with monitoring the market and your competitors!

Learn more

Sponsorship

Sponsorship

Our sponsorship analysis allows us to measure and evaluate the visibility of sponsors in the media and on the ground.

Learn more

Highlights in July

by Alicia Görlitz

At a gross value of CHF 398.5 million, the advertising month of July has closed out 9.6 percent above the previous year’s figure –
the lowest percentage increase of the year thus far. This is hardly surprising, as the Olympic Games gave the advertising market an additional boost during this period last year.

As in previous years, the summer slump has also impacted advertising pressure, which dropped by 17.4% compared to the previous month, June.

The tobacco (-80.9%), telecommunications (-54.9%) and automotive (-38.0%) sectors similarly displayed less advertising pressure than in June. Energy was the only sector to record a major uptick, at 9.2%.

From January to July 2022, total gross advertising pressure amounted to CHF 3,550 million, up 36.9% on the same period in the previous year.



Advertising Pressure in the market as a whole
Development of Advertising Pressure as per July 2022 in million francs (gross)



Retail continues to see the highest advertising pressure

Fifteen out of twenty-one sectors saw higher advertising pressure in July than in the same month in the previous year, with the energy sector experiencing the biggest rise (+50.7%).  Construction, industry and furnishings (+45.2%) saw the second-highest percentage increase, putting this sector in second place in the overall annual ranking, behind retail (+25.7%). Leisure, gastronomy and tourism took third place, with the sector’s advertising pressure increasing by 11.9% in July.

These three sectors kept their advertising pressure at high levels, putting them even further ahead of the rest of the advertising market.

Six sectors with less advertising pressure compared to last year

Six sectors saw less advertising pressure compared to July last year. The most marked dip was in the cleaning sector (-50.7%).

The food sector also experienced a further drop in advertising pressure in July (-12.9%). Initiatives and campaigns (-15.3%), automotive (-14.3%), cosmetics and toiletries (-9.7%) and telecommunications (-15.5%) were in the same boat.



Top of the month


The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in July


Media Mix

Media Mix for the month of July

Annual review 2021 Advertising Market Trend June

Total Brand Visibility & Content

Total Brand Visibility & Content

With Total Brand Visibility, Media Focus offers a product that compiles data about your media presence from advertising and reporting and then analyzes this.

Learn more

Advertising pressure statistics

Advertising pressure statistics

Media Focus assists you by recording data about the advertising presence of your competitors and industry and analyzing advertising volume and campaign and brand strategies.

Learn more

Media monitoring

Media monitoring

Media Focus offers every service you need for efficient media monitoring, helping you to keep track of everything and showing you how successful your communications activities have been.

Learn more

Creations

Creations

Media Focus offers the most comprehensive database of traditional and digital advertising creations in Switzerland.

Learn more

Analysis

Analysis

We offer tailored analysis that supports you with monitoring the market and your competitors!

Learn more

Sponsorship

Sponsorship

Our sponsorship analysis allows us to measure and evaluate the visibility of sponsors in the media and on the ground.

Learn more

Highlights in June

by Nicole Brunold

At a gross value of CHF 482.7 million, the advertising month of June has closed out 15.6 percent above the previous year’s figure. With this, the major upward trajectory of the first five months has slowed somewhat.

Unlike in pre-Covid times, we have not seen the significant drop in advertising pressure normally experienced in June. On a sector level, the largest gains have been seen in tobacco products, energy, telecommunications and events.

The outcome of the first six months of the advertising year has been revealed: the first half of the 2022 advertising year closed out at a gross value of CHF 3,149.8 million. This puts the Swiss advertising market 41.3 percent above its figure for the previous year, 37.6 percent above 2020 and even 8.6 percent above 2019.



Advertising Pressure in the market as a whole
Development of Advertising Pressure as per June 2022 in million francs (gross)



Retail makes major gains

Sixteen sectors were able to increase their advertising pressure in June. In particular, tobacco products (+163.6%), energy (123.0%) and telecommunications (108.7%) forged ahead with their advertising, seeing a triple-figure increase in advertising pressure. Events (+88.3%) also saw an uptick once again.

The top three industries are retail (+24.3%), leisure, gastronomy, tourism (+33.8%) and construction, industry, furnishings (+63.1%), all of which had a double-digit boost in advertising pressure in June.

These sectors have all got a place on the podium YTD, too: here, retail is the clear leader of the pack, with construction, industry, furnishings and leisure, gastronomy, tourism some way behind.

Cleaning continues to tail off

Five sectors have seen less advertising pressure compared to June last year. The largest drop can be seen in the food sector (-35.2%). In absolute values, this negative development has been primarily driven by the following product segments: chocolate bars, cheese (hard + sliced), pralines, cheese (soft) and baked goods (sweet/biscuits).

As in previous months, the cleaning sector (-30.8%) has experienced a significant decline. The same applies YTD (-37.6%), putting it among the lowest-ranking sectors.

June’s losers in the advertising domain also include initiatives & campaigns (-26.7%), cosmetics and toiletries (-26.3%) and public transport (-7.4%).

The automotive sector (-4.8%) is the only other industry slightly below its 2021 YTD figure.



Top of the month


The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in June


Media Mix

Media Mix for the month of June

Annual review 2021 Advertising Market Trend May

Total Brand Visibility & Content

Total Brand Visibility & Content

With Total Brand Visibility, Media Focus offers a product that compiles data about your media presence from advertising and reporting and then analyzes this.

Learn more

Advertising pressure statistics

Advertising pressure statistics

Media Focus assists you by recording data about the advertising presence of your competitors and industry and analyzing advertising volume and campaign and brand strategies.

Learn more

Media monitoring

Media monitoring

Media Focus offers every service you need for efficient media monitoring, helping you to keep track of everything and showing you how successful your communications activities have been.

Learn more

Creations

Creations

Media Focus offers the most comprehensive database of traditional and digital advertising creations in Switzerland.

Learn more

Analysis

Analysis

We offer tailored analysis that supports you with monitoring the market and your competitors!

Learn more

Sponsorship

Sponsorship

Our sponsorship analysis allows us to measure and evaluate the visibility of sponsors in the media and on the ground.

Learn more

Highlights in May

by Nicole Brunold

The Swiss advertising market remained stable in the merry month of May, closing at CHF 501.8 million gross. This is an increase of 15.2% compared with the previous year, although it lags slightly behind the previous month of April (-3.9%).

Annual advertising pressure rose by 47.1% compared with the previous year. A positive sign – advertising pressure YTD is actually 9% higher than in the pre-pandemic year of 2019: CHF 2,665 million compared to CHF 2,445 million.



Advertising Pressure in the market as a whole
Development of Advertising Pressure as per May 2022 in million francs (gross)



Transport and events sectors record strong performance

Advertising pressure increased compared to the same month last year for 15 sectors and no less than 19 sectors performed better YTD. The top three sectors in May were retail, food and finance. Food therefore overtook construction, industry and furnishings in terms of annual performance, while the financial sector moved ahead of the leisure, gastronomy, tourism and services sectors in monthly terms.

The sector that recorded the greatest improvement was transport, which significantly increased its advertising pressure in May (+162.9%).

The upward trend in the events sector also continued (+134.7%). In May 2022 it was only slightly lower than the 2019 equivalent (CHF 24 million compared to CHF 26.7 million). This also makes it the leading sector in terms of percentage growth YTD (+173.4%).

Downward trend in cleaning and automotive sectors

Six sectors recorded a decrease in advertising pressure in May.

The downward trend in the cleaning (-21.2%) and automotive (-28.2%) sectors continued in May. This also means that they remain the two sectors that are performing more weakly in YTD terms.

Despite the federal referendums of May 15, the initiatives & campaigns sector also saw its advertising pressure continue to drop (-15.8%). However, this sector was heavily influenced by the Federal Office of Public Health’s coronavirus campaign and by the federal referendums of June 13, 2021, so a decline was to be expected.

Cosmetics & toiletries (-12.7%), telecommunications (-1.7%) and food (-0.5%) also recorded a slight decrease in advertising pressure in May; however, they continue to perform more strongly YTD.



Top of the month


The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in May



Media Mix

Media Mix for the month of May

Annual review 2021 Advertising Market Trend April

Total Brand Visibility & Content

Total Brand Visibility & Content

With Total Brand Visibility, Media Focus offers a product that compiles data about your media presence from advertising and reporting and then analyzes this.

Learn more

Advertising pressure statistics

Advertising pressure statistics

Media Focus assists you by recording data about the advertising presence of your competitors and industry and analyzing advertising volume and campaign and brand strategies.

Learn more

Media monitoring

Media monitoring

Media Focus offers every service you need for efficient media monitoring, helping you to keep track of everything and showing you how successful your communications activities have been.

Learn more

Creations

Creations

Media Focus offers the most comprehensive database of traditional and digital advertising creations in Switzerland.

Learn more

Analysis

Analysis

We offer tailored analysis that supports you with monitoring the market and your competitors!

Learn more

Sponsorship

Sponsorship

Our sponsorship analysis allows us to measure and evaluate the visibility of sponsors in the media and on the ground.

Learn more

Highlights in April

by Nicole Brunold

Advertising pressure declined again in April, compared with the previous strong month of March, and the advertising market closed at CHF 520.8 million gross.

The biggest annual slump was seen in April 2020, due to the pandemic. The advertising market recovered slightly in April 2021 and this continued in 2022. The advertising month of April recorded an increase of 34.0%.

The short appendix regarding federal referendums reveals that gross advertising pressure was considerably lower, at around CHF 1.7 million, than for the February bills (CHF 14.4 million).

At CHF 2,160.8 million gross, cumulative advertising pressure for the first four months of the year was 57.0% up on the annual advertising pressure of 2021.



Advertising Pressure in the market as a whole
Development of Advertising Pressure as per April 2022 in million francs (gross)



Much more advertising pressure of tobacco goods

As in previous months, the events (+176.3%) and leisure, gastronomy and tourism (+117.3%) sectors continued to recover, following pandemic-related low levels of advertising, and advertising pressure rose sharply again in April. YTD, the events sector shot up by 193.5%, while leisure, gastronomy and tourism also delivered a much improved performance YTD (+167.2%).  However, these sectors were just pipped to a place on the podium by retail, construction, industry, furnishings and the service sector.

The absolute leader in terms of percentage growth compared to the same month last year was the tobacco sector, however, whose advertising pressure rose by 448.7%, making clear gains YTD (+65.5%).

Automotive and cleaning decline again

As in March, the cleaning (-49.3%) and automotive (-27.3%) sectors declined again in April, making them the only sectors to reduce their advertising pressure YTD. While automotive was only slightly down on last year’s value, with a drop of 5.0%, the cleaning sector fell sharply (-42.1%).

Despite the federal referendums in May, the initiatives & campaigns sector reduced its advertising pressure slightly in April (-4.2%) and the energy sector also failed to reach its 2021 value (-8.2%).



Top of the month


The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in April



Media Mix

Media Mix for the month of April



Appendix: referendums on May 15, 2022

On May 15, 2022, the Swiss electorate once again went to the ballot box. At federal level, there were referendums on a change concerning the film industry, adoption of the EU regulation on the European Border and Coast Guard Agency (Frontex expansion), and a change to the law on organ transplants.

With advertising pressure of around CHF 1.7 million, gross advertising expenditure for these federal referendums was much lower than the expenditure (CHF 14.4 million) for the February bills. “Yes”-camp advertising campaigns generated considerably more advertising pressure than those of the “No” camp. The “Yes” campaigns succeeded accordingly, as all three bills were endorsed by voters. Gross advertising expenditure for the Frontex expansion was in first place, at CHF 715,000, including just under CHF 18,000 from the “No” camp. The change concerning the film industry came second, with cumulative advertising pressure of CHF 653,000. Here too, “Yes”-camp advertising was clearly more visible (72%). The change to the law on organ transplants came in third (CHF 304,000), with the “Yes” camp responsible for 68% of advertising visibility. 

Please note that the final figures with May’s complete advertising pressure will not be available until mid-June.

Annual review 2021 Advertising Market Trend March

Total Brand Visibility & Content

Total Brand Visibility & Content

With Total Brand Visibility, Media Focus offers a product that compiles data about your media presence from advertising and reporting and then analyzes this.

Learn more

Advertising pressure statistics

Advertising pressure statistics

Media Focus assists you by recording data about the advertising presence of your competitors and industry and analyzing advertising volume and campaign and brand strategies.

Learn more

Media monitoring

Media monitoring

Media Focus offers every service you need for efficient media monitoring, helping you to keep track of everything and showing you how successful your communications activities have been.

Learn more

Creations

Creations

Media Focus offers the most comprehensive database of traditional and digital advertising creations in Switzerland.

Learn more

Analysis

Analysis

We offer tailored analysis that supports you with monitoring the market and your competitors!

Learn more

Sponsorship

Sponsorship

Our sponsorship analysis allows us to measure and evaluate the visibility of sponsors in the media and on the ground.

Learn more

Highlights in March

von Nicole Brunold

As in previous years, the Swiss advertising market once again recorded significant March growth in 2022. The first month of spring closed on a high of CHF 669.5 million gross, an increase of 63.6% on the previous year.

The events (+239.8%), leisure, gastronomy, tourism (+221.2%) and transport (+180.7%) sectors in particular saw a sharp increase in advertising impact in March, contributing to this positive trend. A quick look at the media groups also paints an optimistic picture.

The Swiss advertising market received a boost during the first quarter of 2022, closing at CHF 1’638.6 million gross, a rise of 66.0%.



Advertising Pressure in the market as a whole
Development of Advertising Pressure as per March 2022 in million francs (gross)



Strong advertising month for 19 sectors

Of the 21 sectors, 19 advertised heavily in March and 18 even recorded double- or triple-digit increases in advertising pressure. Unsurprisingly, the events (+239.8%) and leisure, gastronomy, tourism (+221.2%) sectors in particular rose sharply in March 2022, following their weaker performance in previous years as a result of the coronavirus pandemic. Transport (+180.7%), media (+159.6%), services (+153.7%), energy (+113.2%) and fashion & sport (+109.1%) also benefited from the positive trend in the first month of spring, more than doubling their advertising pressure.

A quick look at the first quarter points to a promising 2022 in terms of advertising. Of the 21 sectors, 20 increased their advertising pressure compared with the previous year and 18 even recorded double- or triple-digit growth.

Leisure, gastronomy, tourism once again finished among the top three sectors YTD. Only construction, industry, furnishings and retail are better positioned in terms of advertising in the first quarter.

Automotive and cleaning decline in March

Just two sectors declined in March 2022, achieving lower advertising pressure than in the previous year. The automotive sector recorded only a slight fall in advertising pressure of 6.6%, but cleaning saw a significant drop of 29.5%.

Cleaning was also the only sector to reduce its advertising pressure in the first quarter (-39.3%).



Top of the month


The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in March



Media Mix

Media Mix for the month of March


Annual review 2021 Advertising Market Trend

Total Brand Visibility & Content

Total Brand Visibility & Content

With Total Brand Visibility, Media Focus offers a product that compiles data about your media presence from advertising and reporting and then analyzes this.

Learn more

Advertising pressure statistics

Advertising pressure statistics

Media Focus assists you by recording data about the advertising presence of your competitors and industry and analyzing advertising volume and campaign and brand strategies.

Learn more

Media monitoring

Media monitoring

Media Focus offers every service you need for efficient media monitoring, helping you to keep track of everything and showing you how successful your communications activities have been.

Learn more

Creations

Creations

Media Focus offers the most comprehensive database of traditional and digital advertising creations in Switzerland.

Learn more

Analysis

Analysis

We offer tailored analysis that supports you with monitoring the market and your competitors!

Learn more

Sponsorship

Sponsorship

Our sponsorship analysis allows us to measure and evaluate the visibility of sponsors in the media and on the ground.

Learn more

Highlights in February

by Nicole Brunold

The Swiss advertising market closed February on CHF 468.6 million gross, up by 57.7% on the previous year. While this value was slightly less than the previous month, January (-4.1%), the signs of recovery are clear to see.

Meanwhile, the year-to-date total of CHF 957.2 million gross was up 66.7% on the previous year.

This positive trend can be seen in 19 of the 21 sectors, while six sectors even managed to more than double their advertising pressure compared to the previous year.



Advertising Pressure in the market as a whole


Development of Advertising Pressure as per February 2022 in million francs (gross)



Nineteen sectors substantially stronger than in the previous year

A quick look at the sectors paints a pleasing picture in February, too, with the advertising market undergoing a significant recovery (+57.7%).

The stand-out winners where advertising pressure more than doubled in February include fashion and sport (+212.5%), leisure, gastronomy, tourism (+177.5%), events (+155.3%), construction, industry, furnishings (+137.0%), media (+110.6%) and personal care (+106.1%).

After a strong January which saw the construction, industry, furnishings sector starting the new advertising year in pole position, retail has once again taken the lead in YTD terms.

Tobacco falls once again

Only two sectors bucked this strong upward trend. After a nosedive in January (-80.0%), the tobacco sector once again experienced a strong drop-off in February (-21.9%). The YTD rate of 33.4% is below the level for this sector in 2021, a year that was already dominated by weak advertising pressure.

Cleaning also experienced a marked drop of 46.3% in February, and as much as 45.5% for the YTD.



Top of the month


The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in February



Media Mix
Media Mix for the month of February


Update on AMT 01/22 appendix: Referendums on February 13, 2022


Media package has the greatest advertising visibility

On February 13, 2022, the Swiss electorate once again voted on four federal issues, namely the tobacco initiative, the Federal Stamp Tax Act, the prohibition of experiments on animals and a package of measures to benefit the media. Only the popular initiative ‘Yes to the protection of children and adolescents from tobacco advertising’ was adopted (Results).

The “Yes to the Media Package” campaign saw the highest advertising pressure in February (excluding search), with opponents of the tobacco initiative stepping up their advertising in the run-up to the vote, too. The campaign is ranked 4th in top products (excluding search).

With February’s data now published, the final results show that the order, and the percentage distribution between the “yes” and the “no” camps, remains unchanged.

The only change is a slight increase in total advertising pressure. The media package finished up at CHF 8 million gross, the tobacco initiative at CHF 4.8 million, stamp duty at CHF 1.8 million and the animal testing ban at around CHF 700,000.

Annual review 2021 Advertising Market Trend January 2022

Total Brand Visibility & Content

Total Brand Visibility & Content

With Total Brand Visibility, Media Focus offers a product that compiles data about your media presence from advertising and reporting and then analyzes this.

Learn more

Advertising pressure statistics

Advertising pressure statistics

Media Focus assists you by recording data about the advertising presence of your competitors and industry and analyzing advertising volume and campaign and brand strategies.

Learn more

Media monitoring

Media monitoring

Media Focus offers every service you need for efficient media monitoring, helping you to keep track of everything and showing you how successful your communications activities have been.

Learn more

Creations

Creations

Media Focus offers the most comprehensive database of traditional and digital advertising creations in Switzerland.

Learn more

Analysis

Analysis

We offer tailored analysis that supports you with monitoring the market and your competitors!

Learn more

Sponsorship

Sponsorship

Our sponsorship analysis allows us to measure and evaluate the visibility of sponsors in the media and on the ground.

Learn more

Highlights in January

by Nicole Brunold

Following a sharp decline in January 2021, the Swiss advertising market made a strong start to 2022, at CHF 487.7 million. This represents an increase of 75.9% compared to the previous year.
In 2022, the advertising market also performed better than in 2020 (+12.8%) and 2019 (+3.1%), before the outbreak of the coronavirus pandemic.

This positive trend could be seen across all media groups, while 17 of the 21 sectors recorded a significant increase in their advertising pressure in January 2022. Only the beverages (-0.6%), transport (-1.8%), cleaning (-44.5%) and tobacco (-80.0%) sectors declined. Initiatives & campaigns was another sector with significant growth (+76.7%), which included the campaigns for the individual initiatives of the Swiss referendum on February 13. Our advertising market trend appendix shows which initiative generated the highest advertising pressure and how this was distributed between the yes and no camps.



Advertising Pressure in the market as a whole

Development of Advertising Pressure as per January 2022 in million francs (gross)



Seven sectors record a twofold increase year on year

The advertising market climbed by 75.9% in January 2022 compared to the previous year. This trend can mainly be attributed to the seven sectors that more than doubled their advertising pressure year on year.

These were events (+173.1%), fashion & sport (+173.0%), construction, industry, furnishings (+163.9%), leisure, gastronomy, tourism (+144.7%), personal care (+119.4%), digital & household (+116.8%) and services (+113.1%).

In the events sector in particular, which experienced a considerable decline in advertising pressure in previous years due to coronavirus restrictions, there appears to be positive prospects for advertising in 2022.

Tobacco falls sharply

Advertising pressure declined in just four sectors compared to the previous year. The sharp fall in the tobacco sector (-80.0%) is of particular note within the context of the popular initiative ‘Yes to the protection of children and adolescents from tobacco advertising’. Although advertising in the tobacco sector also got off to a weaker start in previous years, advertising pressure has never been so low (< CHF 50,000).

Cleaning also recorded a significant decline (-44.5%). Transport (-1.8%) and the beverages sector (-0.6%) were only slightly down on the previous year.



Top of the month

The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in January



Media Mix

Media Mix for the month of January


Appendix: Referendums on February 13, 2022


Media package has the greatest advertising visibility

On February 13, 2022, the Swiss electorate once again voted on four federal issues, namely the tobacco initiative, the Federal Stamp Tax Act, the prohibition of experiments on animals and a package of measures to benefit the media. Only the popular initiative ‘Yes to the protection of children and adolescents from tobacco advertising’ was adopted (Results).

Therefore, the advertising campaigns of the respective camps were only effective for the ban on animal testing. Only the no camp actively advertised, generating around CHF 700,000 of advertising pressure, the lowest of the four initiatives. The media package generated the most advertising pressure (CHF 7.5 million). This was also rejected, despite a great deal of extra yes camp advertising (69%) and notable advertising pressure back in December (CHF 0.5 million). The tobacco initiative was second, with CHF 4.5 million of advertising pressure. Opponents of the ban were responsible for 85% of advertising visibility – to no avail. Which left the Stamp Tax in third place (CHF 1.7 million). Here too, the camp with the clear majority of advertising visibility (92%) was unable to gain the support of the electorate.

Please note that the final figures with February’s complete advertising pressure will not be available until March.

Annual review 2021 Advertising Market Trend February

Total Brand Visibility & Content

Total Brand Visibility & Content

With Total Brand Visibility, Media Focus offers a product that compiles data about your media presence from advertising and reporting and then analyzes this.

Learn more

Advertising pressure statistics

Advertising pressure statistics

Media Focus assists you by recording data about the advertising presence of your competitors and industry and analyzing advertising volume and campaign and brand strategies.

Learn more

Media monitoring

Media monitoring

Media Focus offers every service you need for efficient media monitoring, helping you to keep track of everything and showing you how successful your communications activities have been.

Learn more

Creations

Creations

Media Focus offers the most comprehensive database of traditional and digital advertising creations in Switzerland.

Learn more

Analysis

Analysis

We offer tailored analysis that supports you with monitoring the market and your competitors!

Learn more

Sponsorship

Sponsorship

Our sponsorship analysis allows us to measure and evaluate the visibility of sponsors in the media and on the ground.

Learn more