September is always a strong advertising month, and this year is no different, with September 2022 recording gross advertising pressure of CHF 639.7 million. This represents a new increase (+45.4%) both on the previous month’s total and on the advertising market total for the same month last year (+5.2%).

Fifteen sectors have stepped up advertising pressure and are thus playing a significant part in this overall increase.

McDonald’s restaurants are top this month for most advertised products (without searches).

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

Retail sees reduced advertising pressure for the first time in 2022

Advertising pressure declined in just six sectors in September. The biggest percentage drop was recorded in the cleaning sector (-33.1%), followed by cosmetics & personal care (-24.8%), vehicles (-16.5%), food (-8.4%), retail (-7.5%) and fashion & sport (-5.3 %). For the first time this year, the retail sector recorded a decline in advertising pressure, although it has easily maintained its first place in the overall annual ranking.

Tobacco products see a significant increase

Some 15 sectors saw increases in advertising pressure in September.These included tobacco products, with a considerable increase of 88%. This sector is still bringing up the rear in the rankings. Significant increases in advertising pressure are also evident in the energy (+76.1%), telecommunications (60.8%), services (26.9%), and construction, industry and furnishings (+23%) sectors.

Top of the month

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

Media Mix

Media Mix for the month of September

Annual review 2021 Advertising Market Trend August