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Highlights in May

by Nicole Brunold

The Swiss advertising market remained stable in the merry month of May, closing at CHF 501.8 million gross. This is an increase of 15.2% compared with the previous year, although it lags slightly behind the previous month of April (-3.9%).

Annual advertising pressure rose by 47.1% compared with the previous year. A positive sign – advertising pressure YTD is actually 9% higher than in the pre-pandemic year of 2019: CHF 2,665 million compared to CHF 2,445 million.



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



Transport and events sectors record strong performance

Advertising pressure increased compared to the same month last year for 15 sectors and no less than 19 sectors performed better YTD. The top three sectors in May were retail, food and finance. Food therefore overtook construction, industry and furnishings in terms of annual performance, while the financial sector moved ahead of the leisure, gastronomy, tourism and services sectors in monthly terms.

The sector that recorded the greatest improvement was transport, which significantly increased its advertising pressure in May (+162.9%).

The upward trend in the events sector also continued (+134.7%). In May 2022 it was only slightly lower than the 2019 equivalent (CHF 24 million compared to CHF 26.7 million). This also makes it the leading sector in terms of percentage growth YTD (+173.4%).

Downward trend in cleaning and automotive sectors

Six sectors recorded a decrease in advertising pressure in May.

The downward trend in the cleaning (-21.2%) and automotive (-28.2%) sectors continued in May. This also means that they remain the two sectors that are performing more weakly in YTD terms.

Despite the federal referendums of May 15, the initiatives & campaigns sector also saw its advertising pressure continue to drop (-15.8%). However, this sector was heavily influenced by the Federal Office of Public Health’s coronavirus campaign and by the federal referendums of June 13, 2021, so a decline was to be expected.

Cosmetics & toiletries (-12.7%), telecommunications (-1.7%) and food (-0.5%) also recorded a slight decrease in advertising pressure in May; however, they continue to perform more strongly YTD.



Top of the month


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



Media Mix

Media Mix for the month of May

Annual review 2021 Advertising Market Trend April

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