Strong advertising month in March for 19 sectors
As in previous years, according to Media Focus the Swiss advertising market in 2022 is once again growing significantly in March. The first month of spring closes with a strong figure of 669.5 million gross Swiss francs and a year-on-year increase of 63.6 percent.
The events (+239.8%), leisure, gastronomy, tourism (+221.2%) and transportation (+180.7%) sectors in particular are increasing their advertising pressure significantly in March and can contribute to this positive development. A look at the media groups also reveals an optimistic picture.
The first quarter of 2022 brings renewed momentum to the Swiss advertising market. It closes with 1,638.6 million gross Swiss francs and an increase of 66 percent.
Advertising pressure in the overall market
The development of advertising print as of March 2022 in millions of gross Swiss francs
Strong advertising month for 19 industries
19 of the 21 sectors beat the advertising drum in March. 18 sectors even increased their advertising pressure by double or even triple digits. Unsurprisingly, it is primarily the events (+239.8%) and leisure, catering, tourism (+221.2%) sectors, which were weaker in previous years due to corona, that show a strong increase in March 2022. Transportation (+180.7%), media (+159.6%), services (+153.7%), fashion & sports (+109.1%) and energy (+113.2%) also benefit from the positive development in the first month of spring and can more than double their advertising print.
A look at the first quarter gives reason to hope for a strong advertising year in 2022. 20 of the 21 sectors increased their advertising pressure year-on-year. 18 of them even in the double or triple digits.
Leisure, hospitality, tourism thus also makes it back into the top 3 sectors YTD. Only construction, industry, furnishings and retail have a stronger advertising position in the first quarter.
Reduce vehicles and cleaning in March
Only two sectors cut back in March 2022 and achieve a lower advertising print than in the previous year. While the automotive sector reduced its advertising pressure only slightly, by -6.6 percent, cleaning cut back significantly, by 29.5 percent.
The Cleaning industry is also the only industry to reduce its advertising print in the first quarter (-39.3%).
Top Advertisers & Products
Top advertisers and most advertised products and services (excluding assortment, image advertising and collective categories) in March
Media Mix
Media Mix for the month of March
