Highlights in June

At a gross value of CHF 482.7 million, the advertising month of June has closed out 15.6 percent above the previous year’s figure. With this, the major upward trajectory of the first five months has slowed somewhat.

Unlike in pre-Covid times, we have not seen the significant drop in advertising pressure normally experienced in June. On a sector level, the largest gains have been seen in tobacco products, energy, telecommunications and events.

The outcome of the first six months of the advertising year has been revealed: the first half of the 2022 advertising year closed out at a gross value of CHF 3,149.8 million. This puts the Swiss advertising market 41.3 percent above its figure for the previous year, 37.6 percent above 2020 and even 8.6 percent above 2019.

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

Retail makes major gains

Sixteen sectors were able to increase their advertising pressure in June. In particular, tobacco products (+163.6%), energy (123.0%) and telecommunications (108.7%) forged ahead with their advertising, seeing a triple-figure increase in advertising pressure. Events (+88.3%) also saw an uptick once again.

The top three industries are retail (+24.3%), leisure, gastronomy, tourism (+33.8%) and construction, industry, furnishings (+63.1%), all of which had a double-digit boost in advertising pressure in June.

These sectors have all got a place on the podium YTD, too: here, retail is the clear leader of the pack, with construction, industry, furnishings and leisure, gastronomy, tourism some way behind.

Cleaning continues to tail off

Five sectors have seen less advertising pressure compared to June last year. The largest drop can be seen in the food sector (-35.2%). In absolute values, this negative development has been primarily driven by the following product segments: chocolate bars, cheese (hard + sliced), pralines, cheese (soft) and baked goods (sweet/biscuits).

As in previous months, the cleaning sector (-30.8%) has experienced a significant decline. The same applies YTD (-37.6%), putting it among the lowest-ranking sectors.

June’s losers in the advertising domain also include initiatives & campaigns (-26.7%), cosmetics and toiletries (-26.3%) and public transport (-7.4%).

The automotive sector (-4.8%) is the only other industry slightly below its 2021 YTD figure.

Top of the month

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

Media Mix

Media Mix for the month of June

Annual review 2021 Advertising Market Trend May