18.11.2021

Advertising pressure up in 18 out of 21 sectors


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Highlights in October

Once again, this year saw an increase (+6.2%) in advertising in October compared with September – which also performed well after the summer lull – with the month closing at CHF 670.7 million gross. As a result, gross advertising pressure for 2021 is up on 2020 (+24.7%) and 2019 (+12.3%) for the second month in a row.

The first 10 months of the year generated cumulative advertising pressure of CHF 4,408.7 million gross. This represents an increase of 8.2% compared with 2020, but a decrease of 8.3% compared with 2019.

Advertising Pressure in the market as a whole

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

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Digital & household provide 3 of the top 10 products

The Apple iPhone 13 was the product with the most advertising pressure in October 2021. It is available to buy from online specialist electronics retailers such as Digitec.ch and Microspot.ch. And both made it to the top 10 most advertised products this month, thus contributing to the 49.5% increase for the digital & household sector. Despite this above-average figure, it was only sixth in the list of sectors with the highest increase in advertising pressure in October 2021.

In first place was fashion & sport (+73.1%), with the big online retailers Zalando.ch and Aboutyou.ch, followed by energy (+60.4%), media (+56.7%), construction, industry, furnishings (+56.4%) and leisure, gastronomy and tourism (+53.9%).

Tobacco sector burns less brightly

Overall, just three out of 21 sectors saw advertising pressure fall compared with the same month last year. The biggest drop was in the tobacco sector, which was down by around a quarter (-25.1%). In second place was telecommunications (-14.0%), despite the appearance of the Sunrise We Mobile subscription product in the Top 10 most advertised products of the month. Initiatives & campaigns was the third sector to record a drop in advertising pressure (-8.8%) compared with the same month last year.

Consequently, there have been some shifts on the YTD podium. Retail trade and food have held on to the gold and silver, respectively. But construction, industry, furnishings has managed to wrest the bronze from initiatives & campaigns, which has dropped to fifth place, behind finance.

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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 October

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Media Mix

Media Mix for the month of October

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