This November was once again a strong month and, with CHF 766 million gross, just missed the magic CHF 800 million gross mark. Pre-Christmas shopping, Black Friday and pricey TV advertising slots thanks to the World Cup in Qatar drove advertising pressure. However, the total still remained down on the same month last year (-3.8%) as well as the previous month of October (-1.1%). Decreases in traditional media groups were to blame, and the increase in the online segment was not enough to make up the difference.

Looking at the year as a whole, a positive picture does continue to emerge. One month before the end of the year, total gross advertising pressure amounted to CHF 6,175.8 million, up 22.8% on the previous year.

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

Energy sector flying high

It was the energy sector which recorded the largest percentage increase in comparison to the previous year – both in November (+59.5%) and YTD (+62.2%) – an exceptionally remarkable result, considering that the industry had already experienced a nearly 100% increase in advertising pressure in November 2021 (+94.5%). Other industries, too, are upping the ante: services (+17.9%); transportation (+13.8%); leisure, gastronomy and tourism (+12.2%); finance (+9.3%); events (+9.0%); and fashion and sports (+7.1%).

14 out of 21 sectors down in November

Yet for a majority of industries, advertising pressure dropped in November. When compared to the previous year, 14 out of 21 industries recorded losses, particularly cleaning (-42.1%), tobacco products (-31.8%), initiatives and campaigns (-26.0%) and cosmetics and toiletries (-20.8%).

After 11 months to date, the trajectory for 17 of the 21 industries is recovering.  Only the cleaning sector is experiencing a distinct weakening in advertising pressure of -38.1%. The automotive sector (-3.7%), cosmetics and toiletries (-2.2%) and initiatives and campaigns (-1.4%) are only recording slight losses.

Top of the month

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

Media Mix

Media Mix for the month of November

Annual review 2021 Advertising Market Trend October