Positive figures from Mediafocus: August 2022 advertising month was 14 percent up on the previous year

Mediafocus' Advertising Market Trend Report is once again upbeat: At 438.6 million gross Swiss francs, the advertising month of August was 14 percent up on the previous year. Compared to the previous month of July, gross advertising increased by 4.4 percent.

Advertising pressure in the overall market
The development of advertising print as of August 2022 in millions of gross Swiss francs

A total of 15 sectors are increasing their advertising print in the double-digit range, helping gross advertising print in August to gradually recover from the previous summer slump. Total advertising print in 2022 is 3,990 million gross Swiss francs, 34 percent higher than in 2021.

Telecommunications picks up again after July low

16 out of 21 industries increase their advertising pressure in August compared to the same month last year. The biggest increase was in tobacco (+137.9 percent). Construction, industry, furnishings (+48 percent) achieved the second-highest percentage increase and thus remained in second place in the overall annual ranking behind retail, which also increased at an above-average rate in August (26.5 percent). Leisure, hospitality, tourism follows in 3rd place, as in the previous month. The sector increased its advertising pressure by 17.8 percent in August.

The telecommunications sector increased its advertising print by 13 percent compared with the same month last year. Compared with the weak previous month of July, the figure is even 49 percent higher, the second-highest percentage increase in a month-on-month comparison after tobacco products (145 percent).

Five industries with lower advertising pressure than in the previous year

Five sectors recorded less advertising pressure than in the same month of the previous year. The sharpest downturn was seen in the cleaning sector (-37.6 percent). The Food (-20.6 percent), Digital & Household (-3.0 percent), Vehicles (-13.6 percent) and Cosmetics & Toiletries (-0.9 percent) sectors also reduced their advertising print in August.

Top Advertisers & Products

The top advertisers and most advertised products as well as services (excluding assortment, image advertising and collective categories) in August 2022

Media Mix for the month of August 2022

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