Highlights in March
von Nicole Brunold
As in previous years, the Swiss advertising market once again recorded significant March growth in 2022. The first month of spring closed on a high of CHF 669.5 million gross, an increase of 63.6% on the previous year.
The events (+239.8%), leisure, gastronomy, tourism (+221.2%) and transport (+180.7%) sectors in particular saw a sharp increase in advertising impact in March, contributing to this positive trend. A quick look at the media groups also paints an optimistic picture.
The Swiss advertising market received a boost during the first quarter of 2022, closing at CHF 1’638.6 million gross, a rise of 66.0%.
Advertising Pressure in the market as a whole
Development of Advertising Pressure as per March 2022 in million francs (gross)
Strong advertising month for 19 sectors
Of the 21 sectors, 19 advertised heavily in March and 18 even recorded double- or triple-digit increases in advertising pressure. Unsurprisingly, the events (+239.8%) and leisure, gastronomy, tourism (+221.2%) sectors in particular rose sharply in March 2022, following their weaker performance in previous years as a result of the coronavirus pandemic. Transport (+180.7%), media (+159.6%), services (+153.7%), energy (+113.2%) and fashion & sport (+109.1%) also benefited from the positive trend in the first month of spring, more than doubling their advertising pressure.
A quick look at the first quarter points to a promising 2022 in terms of advertising. Of the 21 sectors, 20 increased their advertising pressure compared with the previous year and 18 even recorded double- or triple-digit growth.
Leisure, gastronomy, tourism once again finished among the top three sectors YTD. Only construction, industry, furnishings and retail are better positioned in terms of advertising in the first quarter.
Automotive and cleaning decline in March
Just two sectors declined in March 2022, achieving lower advertising pressure than in the previous year. The automotive sector recorded only a slight fall in advertising pressure of 6.6%, but cleaning saw a significant drop of 29.5%.
Cleaning was also the only sector to reduce its advertising pressure in the first quarter (-39.3%).
Top of the month
The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in March
Media Mix
Media Mix for the month of March
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