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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

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