Last April saw the biggest monthly decline of 2020 – a massive 40% drop from the previous year’s total. Twelve months on, however, the Swiss advertising market is looking somewhat more robust, with advertising pressure in April 2021 reaching CHF 411.6 million gross.
The usual slight decrease was observed, however, in the form of a 5.2% reduction on the March total. The corresponding reduction in April 2019 was 4.0%, while, in April 2020, it was a coronavirus-induced 29.4%.
So, in comparison with the previous year, this represents an increase of 31.3%. A quick look at the sectors offers more cause for hope. Apart from tobacco products and digital & household, all sectors experienced a slight recovery in advertising pressure.
At CHF 1,452.5 million gross, total advertising pressure for the year to date is still 9% down on the total for the same period in 2020.
Development of Advertising Pressure as per April 2021 in million francs (gross)
After many months of no events, the upcoming easing of restrictions is finally giving cause for optimism. As a result, advertising pressure in the events sector increased substantially (+87.4%).
Exhibitions accounted for the biggest share of this, followed by concerts and live theater. Sports events, too – particularly hockey and football – recorded a notable rise in advertising pressure.
The easing of coronavirus restrictions also resulted in a long-awaited upturn (+17.6%) in the leisure, gastronomy and tourism sector.
However, the biggest rise in April was recorded by the automotive sector (+226.6%), which also took two spots in the Top 10 products with the Renault ZOE ZE and Audi (new) car leasing.
While tobacco products was one of the few sectors to have experienced a marked increase in March, in April, it was one of two sectors in which advertising pressure dropped (-30.3%).
The other was digital & household. In comparison with last year, however, the situation is virtually stable (-2.6%).
The top advertisers and most widely advertised products and services (excluding range and image advertising) in April
After the huge decline in advertising pressure in April 2020 (-40%), one year on, the Swiss advertising market seems to be on the slow road to recovery. This is also evident across all media groups, apart from internet and cinema. Out-of-home registered the biggest increase of 153%, followed by radio (+100%), TV (+64%) and print (+40%). It will be interesting to see next month how cinema advertising fares, following the lifting of coronavirus restrictions.
Media Mix for the month of April