Advertising market: summer slump also noticeable in 2023
Gross advertising spend reached 390.8 million Swiss francs in July, marking a 5.2 percent decrease compared to the same month last year. As in previous years, the summer slump is also evident in 2023. However, cinema and OOH appear to be defying the summer slump in July, posting double-digit increases in advertising spend.
According to Media Focus' Advertising Market Trend, advertising print so far this year is 5.9 percent below last year's figure, closing with a gross volume of 3,412 million Swiss francs.
Advertising pressure in the overall market
Development of advertising print as of July 2023 in millions of gross Swiss francs.
Financial sector well above 2022
The ranking of the sectors remains virtually unchanged in July. Only Cosmetics & Toiletries and Events swap places.
The financial sector is performing remarkably well so far in 2023, generating almost a third more advertising impressions. While it ranked sixth in the same period in 2022, it is now moving up to second place. However, in July, it recorded only the fourth largest increase (+15.1%). Tobacco products (+363.7%), cleaning (+74.6%) and telecommunications (+21.3%) can record even more significant increases in July.
Summer slump more pronounced in twelve sectors
Compared to 2022, the lower advertising spend in the summer is clearly noticeable in 12 of the 21 sectors. As in June, the energy sector (-37.2%), fashion and sports (-28.2%) and construction, industry, furnishings (-27.9%) show the strongest reductions. These three sectors still recorded significant increases in July of the previous year.
Top Advertisers & Products
The top advertisers and most advertised products and services (excluding assortment image advertising and collective categories) in July.
Media Mix for the month of July
