Swiss advertising market starts strongly into 2022
After the sharp slump in January 2021, the Swiss advertising market in 2022 - according to the latest study by Media Focus - is starting the new year strongly at 487.7 million gross Swiss francs.
This corresponds to an increase of 75.9 percent compared with the previous year. Compared to 2020 (+12.8%) and the pre-Corona year 2019 (+3.1%), the 2022 advertising market also presents itself stronger. Also compared to 2020 (+12.8 percent) and the pre-Corona year 2019 (+3.1 percent), the advertising market presents itself stronger in 2022.
This positive development can be seen across all media groups, and in terms of sectors, 17 of the 21 sectors were able to significantly increase their advertising print in January 2022. Only the beverage (-0.6 percent), transportation (-1.8 percent), cleaning (-44.5 percent ), and tobacco (-80.0 percent) industries reduced. Among the sectors with significant growth is also Initiatives & Campaigns (+76.7 percent), which also includes the campaigns for the individual initiatives of the federal referenda on February 13. Our excursus in the advertising market trend shows which initiative generated the highest advertising pressure and how the distribution between the camps looks.
7 sectors double year-on-year
In January 2022, the advertising market increased by 75.9 percent year-on-year. This development can be attributed primarily to the seven sectors, which more than doubled their advertising pressure year-on-year.
Events (+173.1 percent), Fashion & Sports (+173.0 percent), Construction, Industry, Furnishings (+163.9 percent), Leisure, Hospitality, Tourism (+144.7 percent), Personal Care (+119.4 percent), Digital & Household (+116.8 percent), and Services (+113.1 percent).
The events sector in particular, which has lost significant advertising pressure in previous years due to the Corona conditions, appears to be looking forward positively to the 2022 advertising year.
Tobacco industry reduces significantly
Only 4 industries reduce advertising pressure compared to the previous year. The strong reduction in the tobacco industry (-80.0%) is particularly interesting to observe in connection with the popular initiative "Yes to protecting children and young people from tobacco advertising". Although the tobacco industry has already had a weaker start to the advertising year in previous years, advertising pressure has never been so low.
Cleaning also reduced significantly (-44.5 percent). Transport (-1.8 percent) and the beverages sector (-0.6 percent) are only slightly behind the previous year's figure), fashion & sports (+173.0 percent), construction, industry, furnishings (+163.9 percent), leisure, catering, tourism (+144.7 percent), personal supplies (+119.4 percent), digital & household (+116.8 percent), and services (+113.1 percent).
The events sector in particular, which has lost significant advertising pressure in previous years due to the Corona conditions, appears to be looking forward positively to the 2022 advertising year.
Media Mix for the month of January 2022
More about the study on mediafocus.ch
