The summer slump continues in the Swiss advertising market. As in July, the advertising pressure was well below the 400 million mark in August at 357.6 million gross francs. Thus, for the sixth month in succession, the monthly advertising pressure was below the figure for the same month in the previous year. In August, the decline amounted to 9.1 percent. The Federal Office of Public Health's coronavirus information campaign is back at the top of the most advertised products in the Swiss advertising market, and the advertising pressure in the market as a whole is YTD 17.1 percent lower than in the previous year.
A look at the media mix shows: out-of-home advertising unswervingly continues to make triumphant progress, accounting for a fifth of the entire advertising pressure in the Swiss advertising market in August. As in June and July, out-of-home advertising pressure again increased compared to the previous year (+25.9%). Meanwhile, cinema advertising in Switzerland continued to struggle. Although cinemas reopened their doors for up to 300 people at the beginning of June, cinema advertising pressure continues to decline. In August it reached around 0.8 million gross francs. This means cinema advertising pressure was almost 70 percent lower than in August last year. Internet advertising pressure also fell substantially year-on-year (-31.7%), with the proportion of internet advertising dropping from 32 percent in July to 22 percent in August. TV advertising recovered somewhat in August, increasing its share of the overall advertising pressure from 5 per cent to 26 per cent over the previous month. Compared to the previous year, however, TV advertising pressure was still in decline in August at minus 8.8 per cent. Advertising pressure in the radio (-5.9%) and print media (-3.4%) was at a similar level to that of August 2019.
In August, 8 of 21 sectors succeeded in raising the advertising pressure compared to last year. The strongest increase was recorded by Initiatives & campaigns with a rise of about one third, which is due to the upcoming referendum on 27 September. With the "No to hunting law" and the "Yes to moderate immigration" (limitation initiative), two campaigns or initiatives were to be found among the top 10 products of the month. In August, the Cleaning sector (+26.4%), Digital & household (+15.8%), the Energy sector (+11.8%) and Telecommunications (+10.6%) also posted double-digit year-on-year growth. In the market as a whole, a decline of 9.1 percent in gross advertising pressure was observed compared to the same month last year.
Advertising pressure in the sectors
The top advertisers and most widely advertised products and services (excluding range and image advertising) in August:
Media Mix for the month of August