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Highlights in October

by Alicia Görlitz

With a gross advertising pressure of CHF 773.0 million, October was the strongest advertising month of 2022 so far, surpassing March. Compared to the same month last year, this represents an increase of 19.6 percent. Compared to the previous month, September, it represents an increase of 20.4 percent.

Before Christmas sales, the advertising pressure for 2022 has amounted to CHF 5,407 million gross, up 27.8 percent from 2021.

Advertising pressure declined in just three sectors – cleaning, cosmetics & personal care and digital & household.

The UVEK energy conservation campaign generated the most advertising pressure in October.



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



Retail undisputedly in the lead

With an increase of 35.6 percent, retail continues to rank first among all sectors. However, the biggest increase in terms of advertising pressure in October was recorded by the energy sector (+74.1%). Public transport followed closely behind, also increasing advertising pressure by 66.8 percent. Among others, the sectors leisure, gastronomy and tourism (+56.1%) and services (+53.6%) achieved a strong increase.

Advertising pressure declined in just three sectors in October

The cleaning sector experienced the greatest decline in October, with a drop of 31.8 percent. The cosmetics & toiletries sector experienced a mild change in advertising pressure (-8.0%). Digital & household declined only minimally (-1.1%).



Top of the month


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


Media Mix

Media Mix for the month of October

Annual review 2021 Advertising Market Trend September

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