Highlights in January
by Alicia Görlitz
With CHF 433.7 million gross the Swiss advertising market is off to a slow start, albeit similar to last year, with a difference of −13.7% in 2023.
A total of 8 sectors have seen an increase in gross advertising pressure at the beginning of the New Year. The remaining 13 sectors reported a decline.
Migros achieved first place among the top advertisers in January. As in the previous month, at the start of the year the top product without search was Sky TV.
Advertising Pressure in the market as a whole
Development of Advertising Pressure as per January 2023 in million francs (gross)
8 sectors record an increase on the previous year
In percentage terms, the tobacco industry is clearly on top, with an increase of 746%. In absolute terms, however, it is very weak. In January 2022, advertising pressure was only marginal. Transport companies are in second place, with a 92.2% increase in gross advertising pressure. The finance sector recorded another increase, at 28.3%. The cleaning sector also got off to a strong start in the new year, with gross advertising pressure rising by 20.7%.
The events (19.8%), drinks (10.5%), media (7.4) and personal care ( 1.4%) sectors have all seen further increases in gross advertising pressure.
Fashion & sports sectors see the biggest reductions
Advertising pressure declined in 13 sectors compared to the previous year. The fashion & sports saw the most significant reduction in gross advertising pressure, with a drop of 32.1%. This was followed by initiatives & campaigns, with –31.5%. The sectors of building & industry & furnishings (-30.4%), vehicles (–25.2%), digital & household (–23.7%), services (–23.3%), energy (-21.8%), cosmetics & toiletries (-18.8%), pharmaceuticals & health (–18.4%) and food (–13.8%) sectors also recorded double-digit falls.
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
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