September is always a strong advertising month and this year is no different, with September 2021 recording gross advertising pressure of CHF 629.2 million. This represents a marked increase (+59.9%) both on the previous month’s total and on the advertising market total for the same month last year (+26.6%).
The biggest trigger for the increase is the online advertising pressure - especially Search. The number of ad displays found was declining due to an adjustment by Google. The algorithm was adapted accordingly and the number is now back at a higher level.
Total advertising pressure for the year to date (first three quarters) is CHF 3,735.6 million gross – an increase of 5.6 percent on the total for the same period in 2020. Compared with 2019, however, advertising pressure is down by 11.3 percent.
Development of Advertising Pressure as per September 2021 in million francs (gross)
Overall, the advertising market grew by 26.6 percent in September compared with the previous year. This can be attributed mainly to clear growth in three sectors. Fashion and sport (+105%), leisure, gastronomy & tourism (+102.7%) and events (+96.2%) all recorded considerable increases in September and doubled their advertising pressure compared with the previous year. Events recorded a quarter of its overall YTD advertising pressure in September alone. As a result, the sector’s YTD advertising pressure is now 1.4 percent above last year’s level.
The YTD comparisons for the tobacco products (+24.5%), cosmetics & toiletries (+21.8%) and beverages (+17.9%) sectors also paint a positive picture.
Advertising pressure compared with 2020 is down in a total of five sectors in September. The biggest decline was recorded in the energy sector (-19.2%), followed by initiatives & campaigns (-17.6%), beverages (-14.1%) and tobacco products (-7.1%). Like last month, the telecommunications sector saw a slight drop (-5.8%) in advertising pressure.
Despite recording positive growth in September, YTD advertising pressure in the leisure, gastronomy & tourism sector continues to lag behind, with the third-largest decline (-5.5%) compared with last year.
It’s a similar story in the services sector, where, despite a marked increase of 69.6 percent in September, the YTD shows the second-largest decline (-6.8%). Only in the public transport sector has the YTD total fallen by more (-7.6%) compared to last year.
The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in September
Media Mix for the month of September