19.07.2021

The Euros spur on Switzerland’s TV advertising market


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Highlights in June

The advertising month of June closed out at a gross value of CHF 430 million. This marked an increase of 6.4 percent on the previous, Covid-ravaged year, but the figure is still behind 2019’s value (-5.5%). June was even 5.6 percent down on the preceding month of May, previously the month in 2021 with the strongest advertising pressure.

The first half of the 2021 advertising year closed out at a gross value of CHF 2,340 million. This puts the advertising market 0.4 percent behind the equivalent value for the previous year and a remarkable 19.4 percent lower than the equivalent in 2019.

In 2021, the dampening of advertising pressure in June once again heralded the arrival of the summer slowdown, but the Euros spurred on Switzerland’s TV market with pricey advertising slots and somewhat softened the blow.

Last year was an unprecedented year, and advertising presence returned to a strong upward trajectory after the first lockdown. With the Olympic Games on the horizon, the impact of the summer slowdown in 2021 remains to be seen.

Advertising Pressure in the market as a whole

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

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Two-thirds of sectors pick up

Thirteen sectors were more active in June and were able to increase their advertising pressure. The media sector was substantially stronger in June, as far as advertising goes (+107.7%), but a comparison with YTD values reveals that the sector is still among the three experiencing the largest downturn (-25.4%).

A similar picture is painted by transport operators, which shot up by 86.7 percent in June, but are still behind YTD (-23.6%).

In absolute terms, it would be remiss not to mention the food sector here. YTD, it is the second most visible sector, with advertising pressure of CHF 256.2 million, and an increase of 15.8 percent at present. Its percentage increase in June was even heftier, at 26.9 percent. The “chocolates and confectionery” product group is the strongest driver of this, and includes Kinder Bueno, June’s second most purchased product. As retail is simultaneously experiencing a decline (-3.2%), these chocolate bars are close enough to leave their sticky residue on the sector in pole position in the ranking table.

Advertising winners in June include tobacco products (+77.2%), energy (+46.1%), and cosmetics and toiletries (+44.4%), which have all enjoyed increases YTD. YTD, a total of 13 sectors are above the previous year’s figures.

Telecoms sees the sharpest decline

In June 2021, eight sectors saw reduced advertising pressure, with four of them experiencing reductions in the double-digits. That said, just three of these sectors are behind their mid-year figures from the previous year. Telecommunications (-29.1%) has seen the biggest fall, slashing advertising pressure in June by almost a third. Nevertheless, the sector is somewhat above last year’s figure YTD (+3.3%).

Services (-19.6%) slumped in June, just like in May, falling substantially behind YTD (-21.7%), too.

Automotive also saw a reduction (-18.0%), as did construction, industry, furnishings (-15.3%), pharmaceuticals and health (-9.1%), retail (-3.2%), fashion and sport (-1.4%) and cleaning (-0.3%).

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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 June

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Media Mix

Media Mix for the month of June

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