Pre-Christmas business and Black Friday boost advertising market
The advertising market remained strong as usual in November, closing at 816.9 million Swiss francs gross. As in previous years, November—boosted by pre-Christmas shopping and Black Friday—is the strongest month for advertising. This is shown by Media Focus’s Advertising Market Trend report.
Compared to 2020, which was a weak year in terms of advertising, this represents a significant increase of 49.4% and there was also a marked increase compared to 2019 (+29.6%). This recovery is also reflected YTD (+13.1%).
Advertising pressure in the overall market
The development of advertising pressure as at November 2021 in millions of gross francs
19 sectors with double-digit growth
November is a strong month for advertising, with 20 out of 21 sectors experiencing an upswing. 19 of them even saw a double-digit increase in advertising pressure.
The largest increases were seen in the sectors that were weaker in the previous year due to the coronavirus. The absolute winner is the events sector with an increase of 236.4%. Leisure, gastronomy and tourism also saw a significant increase in advertising in November (+144.3%).
Other winners include services (+100.4%), media (+96.6%), energy (+94.5%) and fashion & sport (+92.5%).
The advertising year 2021 shows a positive picture for almost all sectors. YTD, all sectors were able to increase their advertising pressure, with the exception of initiatives & campaigns. The largest increases were recorded by fashion & sports (+27.3%), energy (+25.2%) and cosmetics & personal care (+21.4%).
Only cleaning reduced in the month with the most advertising
Only the Cleaning sector (-8.9%) reduced its advertising pressure in November. However, it continues to show an increase YTD (+11.2%).
The slight reduction (-0.5%) in initiatives & campaigns in the YTD perspective cannot be explained by either economic campaigns or political campaigns. These are above or around the previous year's level. This month, for example, the "No to the Corona Act" campaign only just missed out on the top 10 again, finishing in 11th place. It is much more the non-profit campaigns that are losing advertising pressure in 2021. Health & sport, which includes the FOPH's coronavirus campaign (-26.4%), experienced the highest absolute reduction, followed by donations, aid, violence prevention (-18.4%), work, law, education (-42.1%) and animal welfare (-32.0%). Only environmental protection remained at the previous year's level and the safety and transport product segment even saw a slight increase (+14.2%).
Top of the month
The top advertisers and most advertised products and services (excluding product range, image advertising and collective categories) in November
Media mix for the month of November
