Advertising Market Trend: Marked Increase in September

As usual, the advertising month of September was also strong in 2021, closing with a gross value print of CHF 629.2 million. Compared to the previous month, this corresponds to a significant increase of 59.9% and the advertising market also increased significantly year-on-year to 26.6%. This is shown by Media Focus' Advertising Market Trend.

The biggest trigger for this increase is online advertising pressure - especially search.
The number of ad displays found was declining due to an adjustment by Google. The algorithm was adapted accordingly and the number is now back at a higher level.

Cumulatively over the first three quarters, advertising print stands at 3,735.6 million gross Swiss francs and, compared with 2020, records an increase of 5.6 percent. However, compared with 2019, advertising print continues to lag behind at -11.3%.

Advertising pressure in the overall market

The development of advertising print as of September 2021 in millions of gross Swiss francs:

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Three industries double their advertising pressure

Overall, the advertising market increased by 26.6 percent in September compared with the previous year. This can be attributed primarily to the significant increase in three sectors. The Fashion & Sports (+105%), Leisure, Hospitality, Tourism (+102.7%) and Events (+96.2%) sectors all increase significantly in September, doubling their advertising pressure year-on-year. Events can claim a quarter of the total YTD advertising print in September alone. This means that the industry's YTD advertising print is now 1.4 percent above the previous year's level.

A look at the YTD comparison also shows a positive picture for tobacco products (+24.5%), cosmetics & personal care (+21.8%) and beverages (+17.9%).

Only five industries reduce in September

Overall, five industries are reducing advertising pressure compared to September 2020. The largest reduction is recorded by the energy industry (-19.2%), followed by initiatives & campaigns (-17.6%), beverages (-14.1%) and tobacco products (-7.1%). As in the previous month, the Telecommunications industry also reduced its advertising print slightly (-5.8%).

Despite the positive development of advertising pressure in September, Leisure, Hospitality, Tourism continues to lag behind YTD, showing the third-largest reduction year-on-year (-5.5%). The picture is similar for the service industry, which shows a significant increase in September (+69.6%), but the second largest reduction YTD (-6.8%). Only Transportation is even further behind YTD, with a 7.6 percent reduction.

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Top of the month

Top advertisers and most advertised products and services (excluding assortment, image advertising and collective categories) in September

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Media Mix for the month of September

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