{"id":10447,"date":"2022-06-22T11:49:18","date_gmt":"2022-06-22T09:49:18","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=10447"},"modified":"2024-10-08T12:48:18","modified_gmt":"2024-10-08T12:48:18","slug":"werbemarkt-trend-mai-2022","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/werbemarkt-trend-mai-2022\/","title":{"rendered":"Swiss advertising market remains stable"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Highlights in May<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"710\" height=\"482\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/03\/Titelbild-EN-2022.png\" alt=\"\" class=\"wp-image-7517\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/03\/Titelbild-EN-2022.png 710w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/03\/Titelbild-EN-2022-300x204.png 300w\" sizes=\"auto, (max-width: 710px) 100vw, 710px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The Swiss advertising market remained stable in the merry month of May, closing at CHF 501.8 million gross. This is an increase of 15.2% compared with the previous year, although it lags slightly behind the previous month of April (-3.9%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Annual advertising pressure rose by 47.1% compared with the previous year. A positive sign \u2013 advertising pressure YTD is actually 9% higher than in the pre-pandemic year of 2019: CHF 2,665 million compared to CHF 2,445 million.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><br><br><strong>Advertising Pressure in the market as a whole<\/strong><br>Development of Advertising Pressure as per May 2022 in million francs (gross)<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"810\" height=\"709\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Gesamtmarkt.png\" alt=\"\" class=\"wp-image-10502\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Gesamtmarkt.png 810w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Gesamtmarkt-300x263.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Gesamtmarkt-768x672.png 768w\" sizes=\"auto, (max-width: 810px) 100vw, 810px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"889\" height=\"428\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Gesamtmarkt-Tabelle.png\" alt=\"\" class=\"wp-image-10505\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Gesamtmarkt-Tabelle.png 889w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Gesamtmarkt-Tabelle-300x144.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Gesamtmarkt-Tabelle-768x370.png 768w\" sizes=\"auto, (max-width: 889px) 100vw, 889px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><br><br><strong>Transport and events sectors record strong performance<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advertising pressure increased compared to the same month last year for 15 sectors and no less than 19 sectors performed better YTD. The top three sectors in May were <strong>retail<\/strong>, <strong>food<\/strong> and <strong>finance<\/strong>. <strong>Food<\/strong> therefore overtook <strong>construction<\/strong>, <strong>industry<\/strong> and <strong>furnishings<\/strong> in terms of annual performance, while the <strong>financial sector<\/strong> moved ahead of the <strong>leisure<\/strong>, <strong>gastronomy<\/strong>, <strong>tourism<\/strong> and <strong>services<\/strong> sectors in monthly terms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The sector that recorded the greatest improvement was <strong>transport<\/strong>, which significantly increased its advertising pressure in May (+162.9%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The upward trend in the <strong>events sector<\/strong> also continued (+134.7%). In May 2022 it was only slightly lower than the 2019 equivalent (CHF 24 million compared to CHF 26.7 million). This also makes it the leading sector in terms of percentage growth YTD (+173.4%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><strong>Downward trend in cleaning and automotive sectors<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Six sectors recorded a decrease in advertising pressure in May.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The downward trend in the <strong>cleaning<\/strong> (-21.2%) and <strong>automotive<\/strong> (-28.2%) sectors continued in May. This also means that they remain the two sectors that are performing more weakly in YTD terms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Despite the federal referendums of May 15, the <strong>initiatives &#038; campaigns<\/strong> sector also saw its advertising pressure continue to drop (-15.8%). However, this sector was heavily influenced by the Federal Office of Public Health\u2019s coronavirus campaign and by the federal referendums of June 13, 2021, so a decline was to be expected.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cosmetics &#038; toiletries<\/strong> (-12.7%), <strong>telecommunications<\/strong> (-1.7%) and <strong>food<\/strong> (-0.5%) also recorded a slight decrease in advertising pressure in May; however, they continue to perform more strongly YTD.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"667\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Branchen-1024x667.png\" alt=\"\" class=\"wp-image-10508\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Branchen-1024x667.png 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Branchen-300x196.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Branchen-768x501.png 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Branchen.png 1077w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><br><br><strong>Top of the month<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br>The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in May<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"973\" height=\"298\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Werbetreibende.png\" alt=\"\" class=\"wp-image-10511\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Werbetreibende.png 973w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Werbetreibende-300x92.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Werbetreibende-768x235.png 768w\" sizes=\"auto, (max-width: 973px) 100vw, 973px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"973\" height=\"298\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN__Produkte.png\" alt=\"\" class=\"wp-image-10514\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN__Produkte.png 973w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN__Produkte-300x92.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN__Produkte-768x235.png 768w\" sizes=\"auto, (max-width: 973px) 100vw, 973px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><br><br><strong>Media Mix <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Media Mix for the month of May<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"866\" height=\"377\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Media-Mix.png\" alt=\"\" class=\"wp-image-10517\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Media-Mix.png 866w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Media-Mix-300x131.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/06\/20_06_2022_EN_Media-Mix-768x334.png 768w\" sizes=\"auto, (max-width: 866px) 100vw, 866px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/werbekompass.ch\/en\/jahresresume-schweizer-werbemarktvon-cao-tina-fixle\/\">Annual review 2021<\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/werbekompass.ch\/en\/werbemarkt-trend-april-2022\/\">Advertising Market Trend April<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Highlights in May The Swiss advertising market remained stable in the merry month of May, closing at CHF 501.8 million gross. This is an increase of 15.2% compared with the previous year, although it lags slightly behind the previous month of April (-3.9%). Annual advertising pressure rose by 47.1% compared with the previous year. A [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":8479,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[178],"tags":[],"class_list":["post-10447","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising-market-trend"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Swiss advertising market remains stable - Werbekompass<\/title>\n<meta name=\"description\" content=\"Advertising Market Trend May 2022 with the Media Mix, Top Products, Advertisers and Industries for the month of May.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/werbekompass.ch\/en\/werbemarkt-trend-mai-2022\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Swiss advertising market remains stable - 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