In July, gross advertising pressure reached CHF 369.3 million. This represents an increase of 11.3% compared to July of the previous year. Overall, advertising pressure YTD remains slightly higher than the previous year (+1.1%).
Despite an observable recovery from the coronavirus-led decline of last year, a summer slump is still apparent. Advertising pressure was significantly reduced compared to the previous month (-14.5%). Looking back at previous years shows that the summer slump was particularly noticeable in 2018 (-33.5%). 2019 (-16.4%) and 2020 (-18.4%) experienced declines similar to those of this year.
Development of Advertising Pressure as per July 2021 in million francs (gross)
Media (+140.6%), energy (+51.9%), and cosmetics and toiletries (+34.6%) are among July’s top 3 industry winners.
July brought no changes to the YTD top 3 industry ranking. The ranking remains identical to the previous month. Retail, food, and initiatives & campaigns remain in the top 3.
Additionally, the leisure, gastronomy, tourism sector, which in previous years had always maintained a place in the top 3, saw greater advertising pressure in July, with an increase of 32.6% compared to last year. It remains to be seen whether this sector can fight its way back to the top 3 by the end of this year. The same is true of finance, which showed clear gains in July (+20.4%).
Only 6 of 21 sectors showed declines in July compared to the same month last year. Percentage-wise, the tobacco industry showed the biggest reduction (-37.2%). In absolute terms, it continues to lag behind in last place. However, advertising pressure in this sector is still 32.1% above the value from 2020 (YTD).
The remaining reductions are in the single-digit percentage range, which accounts for the overall increase.
The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in July
Media Mix for the month of July