Advertising market: almost all sectors and media groups recovering slowly
After the most massive slump of 2020 in April 2020, with a drop of 40% compared to the previous year, the Swiss advertising market was somewhat stronger again in April 2021. It stands at 411.6 million gross francs, as Media Focus shows.
With a reduction of 5.2% compared to the previous month of March, the usual slight decrease can be observed again in April 2021. In April 2019, this was 4.0%, while the decrease in April 2020 was 29.4% due to the coronavirus.
Compared to the previous year, this represents an increase of 31.3%. A look at the sectors also gives cause for hope. With the exception of the tobacco goods and digital & household sectors, advertising pressure has recovered slightly in all sectors.
Cumulative advertising pressure for the first four months of the year thus amounted to 1,452.5 million gross francs, which is still 9% below the annual advertising pressure in 2020 compared to the previous year.
Advertising pressure in the overall market
The development of advertising pressure as at April 2021 in millions of gross francs
Looking forward to new events
After many months without events, the upcoming easing of restrictions finally gives us hope again. This will help the events sector to significantly increase advertising pressure (+87.4%).
Exhibitions account for the largest share here, followed by concerts and theater performances. Sporting events, especially field hockey and football, also recorded a significant increase in advertising pressure.
Due to the easing of coronavirus restrictions, the leisure, gastronomy and tourism sector also recorded an increase after a long time (+17.6%).
However, the highest increase in April was recorded in the vehicle sector (+226.6 %), which also secured two places among the top 10 products with the Renault ZOE Z.E. and Audi passenger car (new) leasing.
Only two sectors with lower advertising pressure
While the tobacco industry was one of the few sectors to significantly increase its advertising pressure in March, it was one of two sectors to reduce its advertising pressure in April (-30.3%).
The other sector with lower advertising pressure in April is Digital & Household. However, this is almost stable compared to the previous year (-2.6%).
Top of the month
The top advertisers and most advertised products and services (excluding product range and image advertising) in April.
Outlook
Following the massive slump in advertising pressure in April 2020 (-40%), the Swiss advertising market appears to be slowly recovering one year later. With the exception of the internet and cinema media groups, this is also evident across all media groups. Out-of-home recorded the highest increase of 153%, followed by radio (+100%), TV (+64%) and print (+40%). Following the easing of coronavirus restrictions, next month will also show how cinema advertising will develop.
