Advertising market: gross power print declines slightly in summer
According to Media Focus’s Advertising Market Trend, July’s advertising revenue of 398.5 million Swiss francs was 9.6 percent higher than the previous year’s figure. This is the smallest percentage increase of the year so far. This is hardly surprising, given that the Olympics had provided an additional boost to the advertising market during this same period last year.
As in previous years, the summer slump is also noticeable in advertising print. Compared to the previous month of June, the decline is -17.4 percent.
The tobacco (-80.9%), telecommunications (-54.9%) and vehicles (-38.0%) sectors in particular are reducing their advertising pressure compared with the month of June. Only energy recorded a significant increase of 9.2 percent.
The total value print January to July 2022 is 3,550 million gross francs, 36.9 percent higher than in the same period last year.
Advertising pressure in the overall market
Development of advertising print as of July 2022 in millions of gross Swiss francs.
Retail trade continues to record the highest advertising pressure
15 out of 21 industries increase their advertising pressure in July compared to the same month last year. The biggest increase was in the energy sector (+50.7%). Construction, industry, furnishings (+45.2%) achieved the second-highest percentage increase, defending its 2nd place in the overall annual ranking behind retail trade (+25.7%). Leisure, hospitality, tourism follows in 3rd place. The sector increased its advertising print by 11.9 percent in July.
The three sectors are thus keeping up their advertising pressure and further extending their lead over the rest of the advertising market.
Six sectors with less advertising pressure than in the previous year
Six sectors recorded lower advertising pressure compared with the same month of the previous year. The sharpest downturn can be observed in the cleaning sector (-50.7 %).
Further, the Food sector (-12.9%) lowers the advertising pressure also in July. Initiatives & Campaigns (-15.3%), Vehicles (-14.3%), Cosmetics & Personal Care (-9.7%) and Telecommunications (-15.5%) do the same.
Top Advertisers & Products
The top advertisers and most advertised products as well as services (excluding assortment, image advertising and collective categories) in July.
Media Mix for the month of July
