A slight increase in August

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Highlights in August

August ended with gross advertising pressure of CHF 392.7 million, thereby exceeding the previous month of July by 6.3%. This also marks an increase of 9.3% compared to August 2020.

The reason for this growth was 12 sectors that all increased their advertising pressure by double digits. The top five advertisers alone were responsible for around half of the increase compared to the previous year.

Advertising Pressure in the market as a whole

Development of Advertising Pressure as per August 2021 in million francs (gross)

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Sector order unchanged compared to previous month

12 of the 21 sectors were able to increase their advertising pressure into the double digits compared to the previous year. The clear winner in August was events (+81.2%). Given that there have been no major events in Switzerland for such a long time, people are that much more excited for what is to come, and advertising pressure has increased significantly. The main drivers of this increase were concerts, festivals and the Allianz Tag des Kinos film festival.

Leisure, gastronomy and tourism, all of which suffered greatly under the coronavirus restrictions, recorded significantly higher advertising pressure in August (+30.1%). Trivago, TUI and Booking.com saw a substantial increase in advertising. The majority of advertising for future holiday destinations in Switzerland took place online.

Other sector winners included media (+52.3%) and tobacco (+34.3%).

Telecommunications and initiatives & campaigns cut back

Whereas in July six sectors reduced their advertising pressure, in August it was only two. As in the previous month, initiatives & campaigns (-21.5%) had scaled back substantially. In August 2020, the sector recorded a significant increase (+32.7%) as a result of political campaigns and the national referendum on September 27 of that year. It remains to be seen whether we will begin to notice an uptick in this sector in September as the result of the referendum on September 26, 2021. Advertising pressure for the popular initiatives “Marriage for All” and “Reduce Tax on Salaries” could increase one month later.

While telecommunications was a winner in August 2020, one year later it lost a significant amount of advertising pressure (-25.2%).

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Top of the month

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

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Media Mix

Media Mix for the month of August

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