In September, the advertising market recorded a moderate slowdown compared with the very strong advertising month of the previous year, closing with gross sales of 573.3 million gross Swiss francs. This represents a year-on-year decline of 13.4 percent. YTD also shows a decline of 5.6 percent. However, compared to the previous month of August, a significant increase of 17.5 percent is noticeable, following the usual summer decline.
The most significant increase was seen in the tobacco industry, which increased its advertising pressure by 40.1 percent. At the same time, the biggest reduction was observed in the energy sector, with a drop of 65.6 percent.
Advertising pressure in the overall market
Development of advertising print as of September 2023 in million gross Swiss francs
Tobacco industry with largest increase
The tobacco industry recorded a strikingly strong 40.1 percent year-on-year increase in advertising print in September, topping the list of industries with the strongest growth. Also notable is the Cosmetics & Personal Care industry, which achieved an 18.4 percent increase in advertising print. In third place in terms of increase is the cleaning industry, which grew by 7.8 percent.
Energy sector reduces further
The highest reductions can be observed in the energy sector, personal needs and services. Already in August, the energy sector recorded a drastic reduction of 55.0 percent and also in September it is 65.6% behind 2022 YTD, so it is already 30.4 percent behind. Personal need also reduces significantly in September (-45.0%) and can generate significantly less advertising pressure YTD (-28.3%). The third largest reduction in September was observed in Services (-40.8%).