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 most noticeable in 2018 (-33.5%). In 2019 (-16.4%) and 2020 (-18.4), the decreases were at similar levels as this year.
Advertising pressure in the overall market
Development of advertising print as of July 2021 in CHF million gross
Industries: Media with biggest increase
Media (+140.6%), Energy (+51.9%) and Cosmetics & Personal Care (+34.6%) are 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 anchored in the top 3 in previous years, also recorded higher advertising pressure in July and an increase of 32.6 percent compared to 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 is showing a much stronger performance again in July (+20.4%).
Only 6 industries reduce year-on-year
Only 6 of the 21 industries cut back in July compared to the same month last year. In percentage terms, the largest reduction was made by Tobacco industry (-37.2%). In absolute terms, it is still in last place. YTD, the industry's advertising pressure is nevertheless 32.1 percent above the value from 2020. However, the remaining declines are in the single-digit percentage range, which is why an overall increase can be observed.
Top of the month
The top advertisers and most advertised products and services (excluding assortment, image advertising and collective categories) in July