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Highlights in July 2023

Gross advertising pressure reached 390.8 million gross in July, a reduction of 5.2 percent compared to the previous year. As in previous years, the summer slump will also be palpable in 2023. However, cinema and out-of-home seemed to buck the summer slump trend in July and increased their advertising pressure in the double-digit range.

YTD advertising pressure was 5.9 percent below the previous year’s figure, with a gross volume of CHF 3,412 million.

Advertising pressure in the market as a whole

Advertising pressure development up to July 2023 in CHF million gross

Financial sector well above 2022

The sector ranking remained almost unchanged in July. Only cosmetics & body care and events changed places.

The financial industry performed remarkably well YTD, generating almost a third more advertising pressure in 2023. While it came in sixth in the same period in 2022, it now moves up to second place. However, in July it only registered the fourth largest increase (+15.1%). Tobacco (+363.7%), cleaning (+74.6%) and telecommunications (+21.3%) achieved even more significant increases in July.

Summer slump in 12 sectors more pronounced than in 2022

The lower advertising spend in the summer is clearly palpable in 12 of the 21 sectors. As in June, the energy sector (-37.2%), fashion and sport (-28.2%) and construction, industry and furnishings (-27.9%) recorded the strongest reductions. These three sectors achieved significant increases in July of the previous year.

Top advertisers and products

The top advertisers and most advertised products and services (excluding range, image and other advertising) in July

Media mix

Media mix for July 2023

Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50

Annual review 2022 Advertising Market Trend June

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