Highlights in February

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