Highlights in February
by Alicia Görlitz
The Swiss advertising market closed February on CHF 436.6 million gross, down by 9.4% compared with the previous year. Compared with January 2023, however, gross advertising pressure increased slightly (+0.7%).
Meanwhile, the year-to-date gross total of CHF 870.4 million was down 11.6% compared with the previous year.
This decline can be attributed to the total of 15 sectors that generated lower gross advertising pressure in February. Just six sectors recorded an increase.
The top advertiser this month was Coop, and the most advertised product (without search) was the Samsung Galaxy S23 Ultra.
Advertising Pressure in the market as a whole
Development of Advertising Pressure as per February 2023 in million francs (gross)
The tobacco industry records a significant increase
As in the previous month, January, the largest increase in advertising pressure was recorded by the tobacco industry, with an increase of 239.9%, followed by the transportation sector with an increase of 44.9%. Also among the winners in February was the financial sector, which increased its gross advertising pressure by 38.1%, followed by events (+16.5%), leisure, tourism, gastronomy (+10.9%) and vehicles (+6.2%).
Total decline of 9.4% across all sectors
No less than 15 sectors recorded a decline in gross advertising pressure in February. The personal care sector was the most affected, with a drop of 32.8%, followed by the cleaning sector, with a decline of 30.7%. Other sectors that saw a decline in gross advertising pressure were construction, industry, furnishings (-28.6%), fashion and sport (-28.4%), energy (-27.7%), pharmaceuticals & health (-22.8%), digital & household (-20.0%), telecommunications (-19.3%), services (-17.3%), food (-16.7%), retail (-11.4%) and drinks (-10.2%).
Top of the month
The top advertisers and most advertised products and services (excluding range, image and other advertising) in February
Media Mix
Media Mix (classic media) for the month of January
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