A recovery can be observed after the Corona slump from last year, but the summer slump is clearly noticeable. Compared to the previous month, advertising pressure was significantly reduced (-14.5%). A look at previous years shows that the summer slump was especially noticeable in 2018 (-33.5%). In 2019 (-16.4%) and 2020 (-18.4), the decreases were at a similar level as this year.
Advertising pressure in the overall market
Development of advertising print as of July 2021 in million gross Swiss francs
Industries: Media with biggest increase
Media (+140.6%), Energy (+51.9%) and Cosmetics & Personal Care (+34.6%) were among the top 3 sector gainers in July.
July did not change anything in the top 3 industry rankings YTD. The ranking is completely identical to the previous month. Retail, Food and Initiatives & Campaigns remain in the top 3.
However, the leisure, catering and tourism sector, which had always been in the top 3 in previous years, also reported higher advertising pressure in July, with an increase of 32.6% on the same month last year. It remains to be seen whether the sector can fight its way back into the top 3 by the end of this year. This is also true for Finance, which again shows significantly stronger (+20.4%) in July.
Only 6 sectors reduce year-on-year
Only 6 of the 21 industries are cutting back in July compared to the same month last year. In percentage terms, the biggest reduction was made by Tobacco industry (-37.2%). In absolute terms, it is still in last place. YTD, the advertising pressure in the industry is nevertheless 32.1 percent higher than in 2020. However, the remaining decreases are in the single-digit percentage range, which is why an overall increase can be observed.
Top of the month
Top advertisers and most advertised products and services (excluding assortment, image advertising and collective categories) in July