Advertising pressure stronger than before Corona

The latest figures from Mediafocus are positive: annual advertising print is up 47.1 percent year-on-year - and is even 9 percent higher than in the pre-Corona year 2019.


The Swiss advertising market remained stable in the merry month of May, closing at 501.8 million gross Swiss francs. Compared with the previous year, this represents an increase of 15.2%, but is slightly down on the previous month of April (-3.9%).

Annual advertising print increases by 47.1 percent year-on-year. A positive signal - advertising print YTD is thus even 9 percent higher than in the pre-Corona year 2019 - 2,665 MCHF to 2,445 MCHF.


Transport companies and events strongly advertised

15 industries increase their advertising pressure compared to the same month last year, and as many as 19 industries can present themselves more strongly in terms of advertising YTD. The top 3 sectors in May are retail, food and finance. Compared to the full-year perspective, food overtakes construction, industry and furnishings, and finance moves ahead of leisure, restaurants, tourism and services in the monthly perspective.

The sector with the biggest increase is transport companies, which significantly (+162.9%) increase their advertising print in May.

The upward trend in the events industry also continues (+134.7%). As of May 2022, it is only slightly behind the 2019 figure (24MCHF to 26.7MCHF). As a result, it is also the industry that has seen the most significant percentage increase YTD (+173.4%).

Downward trend of cleaning and vehicles

Six industries reduce their advertising pressure in May.

The downward trend in the Cleaning (-21.2%) and Vehicles (-28.2%) sectors continued in May. They thus also remain the two sectors that are weaker in terms of advertising YTD.

Despite the federal votes on May 15, the Initiatives & Campaigns industry also continues to reduce its advertising pressure (-15.8%). However, the industry in 2021 was heavily influenced by the FOPH's coronavirus campaign and the federal votes on June 13, 2021, so a decrease was to be expected.

Cosmetics & Personal Care (-12.7%), Telecommunications (-1.7%) and Food (-0.5%) also reduce their advertising pressure slightly in May, but continue to be stronger YTD in terms of advertising.

 Advertisers & Products

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


Media Mix for the month of May 2022

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