Gross advertising pressure jumped upward in March

Highlights in March

by Alicia Görlitz

As in previous years, the Swiss advertising market once again recorded significant March growth in 2023. The spring month closed on a high of CHF 572.1 million gross, representing an increase of 30.5 percent compared to the previous month. Nevertheless, this trails behind the figure for March 2022 by 16 percent.

The public transport (+72.2%), events (+20.6%) and finance (+18.6%) sectors in particular saw a sharp increase in advertising impact in March, contributing to this positive trend.

The Swiss advertising market received a boost during the first quarter of 2022, closing with CHF 1,444.2 million gross.

Advertising pressure in the market as a whole

Advertising pressure development up to March 2023 in CHF million gross

Public transport recorded a significant increase

The largest increase in advertising pressure was recorded by the public transport sector, with an increase of 72.2 percent, followed by the event sector with an increase of 20.6 percent. Also among the winners in March was the finance sector, which increased its gross advertising pressure by 18.6 percent, followed by automotive (+13.4%), beverages (+5.6%) and food (+3.4%).

Overall decline in 15 sectors

No less than 15 sectors recorded a decline in gross advertising pressure in March . The cleaning sector was the most affected, with a drop of 58 percent, followed by the personal care sector, with a decline of 43.3 percent. Other sectors that saw a decline in advertising pressure were energy (-43.1%), telecommunications (-40.4%), digital and household (-39.3%), construction, industry and furnishings (-33.8%), media (-29.4%), services (-27.3%), leisure, gastronomy and tourism (-23.9%), cosmetics and toiletries (-19.5%), pharmaceuticals and health (-15.8%), retail (-15.2%), fashion and sport (-15.1%), initiatives and campaigns (-11.8%) and tobacco products (-2.3%).