17.11.2020

Advertising pressure is lower in October, too, than in the previous year


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Highlights in October

As was the case last year, gross advertising pressure statistics generated the highest value of the year to date in October. At CHF 533.9m gross, advertising pressure increased by 7.6 percent compared to the previous month. However, compared to the previous year, it had slumped by a significant 10.6 percent. In cumulative terms, this amounts to annual advertising pressure of CHF 4,068.3m gross. The consequences of the coronavirus crisis are still making themselves felt with a drop of 15.4 percent (YTD). This development is also reflected in the media groups, with the out-of-home media group offering the only surprise by being able to provide another increase compared to the previous year. All the other media groups are still far behind last year’s values.


Advertising Pressure in the market as a whole

Development of Advertising Pressure as per October 2020 in million francs (gross)

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Out-of-home reveals itself to be a stable media group

In October, out-of-home was again able to increase its advertising pressure compared to the previous year, once more proving itself to be the group that is the most resistant to the consequences of the coronavirus crisis. Radio and internet, which saw lower advertising pressure in October than in the previous year, seemed to have recovered somewhat, at least. Now that cinemas have closed in some cantons once again, this is also shown in the advertising pressure for this media group, with this figure reduced by more than 50% compared to the previous year. TV and print displayed lower values in October once more, too.

The retail trade as the only sector with two-digit growth

Only three out of 21 sectors increased advertising pressure in October, previously the month with the strongest advertising pressure.
After the food sector saw even higher advertising pressure in September, the retail trade once again experienced the strongest YTD advertising pressure in October and the biggest growth in the current month. Compared to the previous year, this sector saw growth of 25.5 percent in October, reporting the only two-digit increase for this month. The energy sector (+9.5%) and the tobacco sector (+3.7%) were able to slightly increase advertising pressure compared to the previous year, but they are far behind the previous year’s values in terms of YTD.

18 of 21 sectors reduced advertising pressure in October

In October, too, the effects of the coronavirus crisis had a major impact on advertising pressure in the events sector (-53.6%), which saw its YTD advertising pressure in 2020 drop by more than half compared to the previous year. As expected, there is no sign of a recovery yet for public transport companies (-59.3%), the media (-45.3%) and leisure, gastronomy, tourism (-32.9%).

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A look at the top 10 advertisers

Blue Entertainment AG, from Swisscom, is a new addition to the top 10. It did not merely join the top advertisers, coming in at 10th place: Blue TV was also the most-advertised product in October. As was the case in October last year, the top three spots were taken by Coop, Migros and Procter & Gamble.

Top of the month

The top advertisers and most widely advertised products and services (excluding range and image advertising) in October:

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Media Mix

Media Mix for the month of October

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