Highlights in October 2023

Advertising pressure achieved a striking peak of CHF 796.2 million in October 2022. Despite a new high of CHF 611.2 million gross in October 2023, this was 23.2 percent below the previous year’s level.

This can primarily be explained by the media group search. Google has made an unusually high number of adjustments this year in the area of advertising, impairing the ability to compare with data from 2022. However, TV, print, cinema and display also recorded significant declines compared to the previous year.

The advertising market is also significantly behind – by 8.1 percent – across the whole year (YTD) with CHF 5,089.7 million gross.

The decline has hit the online-focused fashion and sport sector hardest (-46.1%). On the other hand, the cleaning sector has increased advertising pressure considerably by 40.2 percent.

Advertising pressure in the market as a whole

Advertising pressure development up to October 2023 in CHF million gross

Only 6 sectors increased in October

Only six sectors recorded an increase in advertising pressure compared to the previous year in October.

The cleaning sector stood out particularly as it recorded a substantial increase in its gross advertising pressure of 40.2 percent, which was the highest growth in all sectors.

Initiatives and campaigns also experienced growth of 12.7 percent in October, driven by the elections.

The public transport sector continued its trend of significant growth with a rise of 12.1 percent compared to the same month last year.

The cosmetics and toiletries (+9.7%), media (+3.2%) and events (+1.5%)sectors were also able to record slight increases.

Four sectors reduced by over 40 percent

In October, the advertising market recorded another increase compared to the previous month. However, it is significantly behind the previous year’s level. Overall, 15 sectors have reduced their advertising activities, with 14 of them recording double-digit declines.

The fashion and sport sector experienced the largest drop in October (-46.1%), followed by services (-44.7%).

The energy sector also significantly reduced its advertising activities by 44.4 percent compared to the same period in the previous year.

The leisure, gastronomy and tourism sector also experienced a strong decline in its advertising pressure with a drop of 44.2 percent compared to the previous year.