{"id":64787,"date":"2023-04-05T10:32:44","date_gmt":"2023-04-05T08:32:44","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=64787"},"modified":"2024-10-08T12:37:26","modified_gmt":"2024-10-08T12:37:26","slug":"2022-annual-summary-and-swiss-advertising-market-december","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/2022-annual-summary-and-swiss-advertising-market-december\/","title":{"rendered":"2022 Annual Summary and Swiss advertising market december"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHF&nbsp;6.926&nbsp;million of gross advertising pressure was generated in 2022 (+21.8%). The media channels of global tech giant Google (SEA, YouTube) accounted for around a third of this (35.8%; CHF&nbsp;2.483&nbsp;million).<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Excluding this advertising space, the gross advertising pressure generated by the media categories of print, TV, radio, cinema, out-of-home and display advertising statistics is CHF&nbsp;4.443&nbsp;million. <\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>This corresponds to a 3.8% (+CHF&nbsp;162&nbsp;million) increase on the previous year.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/01\/Gesamtmarkt_Tabelle_EN-1-1024x512.png\" alt=\"\" class=\"wp-image-51801\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Media mix developments compared to the previous year<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Internet will remain the dominant media category in 2022, with a 41% share of the media mix*. TV advertising comes second, at 23%. In third place, print generates around a fifth of the advertising pressure (21%), followed by out-of-home (12%), radio (3%) and cinema (0.4%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Looking at how advertising pressure has developed in the individual media categories, it is noticeable that only TV advertising is slightly below the previous year&#8217;s value (-2.3%). Internet advertising (search, display and YouTube) experienced the greatest growth, at 67.1%. Cinema came second, with growth of 46.8%. The figures are still well below the pre-Covid figures from 2019 (CHF&nbsp;28&nbsp;million vs. CHF&nbsp;49&nbsp;million), but the trend is heading in the right direction, not least due to the blockbuster movie Avatar 2. Out-of-home completes the list of media groups, with double-digit growth (+13.1%). Following its significant increase last year, radio again grew by 6.3% thanks to the integration of new stations in western Switzerland. Print advertising was also slightly up, at 1.2%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/01\/Media-Mix_EN-2-1024x500.png\" alt=\"\" class=\"wp-image-51804\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/01\/Tabelle_2022_EN-1024x165.png\" alt=\"\" class=\"wp-image-51807\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The long tail is growing \u2013 top 100 advertisers still generating 42.7% of the advertising pie <\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2022, around 28,400&nbsp;advertisers in Switzerland placed advertising. Of these, 4,306 were new entries in the statistics in 2022. The growth in online advertising is strengthening long tail advertising. The top 10 advertisers are generating proportionally less advertising pressure than in the previous year (16.4%). In 2021 they accounted for 18.9%, and in 2020 19.3% of the total advertising pressure. The top 20 are still responsible for 22% of the advertising pressure (2021: 24.6%, 2020: 25.1%), the top 100 for 42.7% (2021: 47.4%, 2020: 48.2%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There is hardly any movement among the leaders of the top 10 advertisers. Coop and Migros remain unchallenged in the top two spots, followed by Procter &#038; Gamble, Ferrero and Swisscom. Contrary to the market trend, the latter three companies reduced their advertising pressure in 2022 compared to the previous year, in some cases significantly (-13.3% to -25.3%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ikea (6, 2021: 13) and Sunrise (9, 2021: 17) moved up a few places compared to the previous year. Aldi (2021: 10) did not appear in the top 10 in 2022.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Top advertisers &#038; products<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Top advertisers and most advertised products and services (excluding assortment, image advertising and collective categories) 2022.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/01\/Werbungtreibende_EN-2.png\" alt=\"\" class=\"wp-image-51810\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/01\/Produkte_mit-und-ohne-search_EN.png\" alt=\"\" class=\"wp-image-51816\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/01\/Produkte_EN-1.png\" alt=\"\" class=\"wp-image-51813\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Coop and Migros leading the pack in sustainability communication<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Analysis of the advertising activities of large retailers in Switzerland shows that Coop and Migros are ahead of the competition in 2022 when it comes to advertising communication relating to sustainability issues. Coop (\u201cActions, not words\u201d) is just ahead of Migros (\u201cGeneration M\u201d and \u201cM-Check\u201d). Third place goes to Migros subsidiary Denner (whose slogan translates as \u201cPutting everything into the future\u201d), followed by Lidl (&#8220;Said and done&#8221;) and Aldi (\u201cWorking today for tomorrow\u201d).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/01\/Bsp.-Coop-2.png\" alt=\"\" class=\"wp-image-51819\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sector trends in 2022<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Retail <\/strong>continues to occupy pole position. In second place is now the <strong>Leisure, gastronomy, tourism<\/strong>, which jumped up four places in total compared to the previous year. Only <strong>service industry<\/strong> (+5 places) climbed by a higher number of places. This is mainly due to the above-average online focus of these two sectors. In addition, the <strong>fashion and sport&nbsp;<\/strong> (+3 places), <strong>telecommunications<\/strong> (+2 places), <strong>transport companies<\/strong> (+2 places) and <strong>events<\/strong> (+1 place) also saw increases.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Initiatives &#038; campaigns<\/strong> recorded the biggest decline, falling five places. The <strong>food sector<\/strong> slipped down four places. The <strong>vehicle industry <\/strong>dropped three places, followed by <strong>beverages<\/strong> (-2 places), <strong>cleaning<\/strong> (-2 places) and<strong> personal needs<\/strong> (-1 place).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/02\/Rangveranderung_Branchen_EN_Neu.png\" alt=\"\" class=\"wp-image-53418\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conclusion<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Despite the multi-pronged crisis that the world is undergoing at present (the war in Ukraine, the energy crisis, inflation, etc.) and the general sense of uncertainty, the Swiss advertising market regained strength in 2022. The year-on-year comparison is particularly positive. However, advertising volumes in most media groups, with the exception of out-of-home (with and without the integration of live systems) and online, are still below the values seen before the Covid-19 pandemic.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition, advertising activities are increasingly shifting into the digital space, where foreign players skim off the advertising pressure. \u201cTraditional media\u201d will have to come up with strategies if they are not to lose even more relevance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">*To ensure comparability with the previous year, the programmatic data integrated into the display delivery statistics since 2022 were excluded. With these included, the display media category shows an increase of around 30%.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Highlights in December<br><br><\/h2>\n\n\n\n<figure class=\"wp-block-image 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\">Compared to the previous year, figures for the month of December are 13.4% higher, with 747.4&nbsp;million gross advertising pressure. Nevertheless, this trails behind the figure for the same month in 2021, by 2.5%. A total of 15 industries were able to increase advertising pressure again in the final month of 2022. Only six of the 21&nbsp;sectors reported a decline.<strong><\/strong><\/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 December 2022 in million francs (gross)<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/01\/Gesamtmarkt_Grafik_EN-2-1024x970.png\" alt=\"\" class=\"wp-image-51825\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/01\/Branchen_12_EN-1024x756.png\" alt=\"\" class=\"wp-image-51924\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><br><strong><br>Cleaning sector shows strong growth<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In December, the largest increase was achieved by the <strong>cleaning sector<\/strong>, with 68.6%. This was closely followed by the previous month&#8217;s leader, <strong>energy<\/strong>, at 64.8%. Other sectors that were once again able to significantly increase advertising pressure are <strong>leisure<\/strong>, <strong>gastronomy<\/strong>, <strong>tourism<\/strong> (46.6%), <strong>telecommunications<\/strong> (43.3%), <strong>services<\/strong> (31.4%) and <strong>vehicles<\/strong> (25.2%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><strong>Tobacco industry sees over 50% drop in advertising pressure in December<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With gross advertising pressure of CHF&nbsp;1.0&nbsp;million, the <strong>tobacco industry<\/strong> experienced the greatest decrease in advertising pressure when compared against other sectors, at -64.1%. The <strong>food<\/strong> (-9.9%), <strong>digital &#038; household<\/strong> (-6.7%), <strong>cosmetics &#038; personal care<\/strong> (-5.8%), <strong>personal needs<\/strong> (-5.0%) and <strong>initiatives &#038; campaigns<\/strong> (-0.4%) sectors recorded a much smaller decline.<\/p>\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 December<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/01\/Werbetreibende_EN-1024x348.png\" alt=\"\" class=\"wp-image-51831\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/01\/Top-Produkte_EN-1-1024x348.png\" alt=\"\" class=\"wp-image-51842\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><br><strong>Media Mix <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Media Mix for the month of December<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/01\/Media-Mix_EN-3.png\" alt=\"\" class=\"wp-image-51837\"\/><\/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-november-2022\/\">Advertising Market Trend November<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>CHF&nbsp;6.926&nbsp;million of gross advertising pressure was generated in 2022 (+21.8%). The media channels of global tech giant Google (SEA, YouTube) accounted for around a third of this (35.8%; CHF&nbsp;2.483&nbsp;million). Excluding this advertising space, the gross advertising pressure generated by the media categories of print, TV, radio, cinema, out-of-home and display advertising statistics is CHF&nbsp;4.443&nbsp;million. This [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":32093,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[178],"tags":[],"class_list":["post-64787","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>2022 Annual Summary and Swiss advertising market december - Werbekompass<\/title>\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\/2022-annual-summary-and-swiss-advertising-market-december\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2022 Annual Summary and Swiss advertising market december - Werbekompass\" \/>\n<meta property=\"og:description\" content=\"CHF&nbsp;6.926&nbsp;million of gross advertising pressure was generated in 2022 (+21.8%). The media channels of global tech giant Google (SEA, YouTube) accounted for around a third of this (35.8%; CHF&nbsp;2.483&nbsp;million). Excluding this advertising space, the gross advertising pressure generated by the media categories of print, TV, radio, cinema, out-of-home and display advertising statistics is CHF&nbsp;4.443&nbsp;million. 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The media channels of global tech giant Google (SEA, YouTube) accounted for around a third of this (35.8%; CHF&nbsp;2.483&nbsp;million). Excluding this advertising space, the gross advertising pressure generated by the media categories of print, TV, radio, cinema, out-of-home and display advertising statistics is CHF&nbsp;4.443&nbsp;million. This [&hellip;]","og_url":"https:\/\/werbekompass.ch\/en\/2022-annual-summary-and-swiss-advertising-market-december\/","og_site_name":"Werbekompass","article_published_time":"2023-04-05T08:32:44+00:00","article_modified_time":"2024-10-08T12:37:26+00:00","og_image":[{"width":820,"height":739,"url":"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/11\/20_04_2022_DE_Gesamtmarkt-2-1-2.png","type":"image\/png"}],"author":"Media Focus","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Media Focus","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/werbekompass.ch\/en\/2022-annual-summary-and-swiss-advertising-market-december\/#article","isPartOf":{"@id":"https:\/\/werbekompass.ch\/en\/2022-annual-summary-and-swiss-advertising-market-december\/"},"author":{"name":"Media Focus","@id":"https:\/\/werbekompass.ch\/en\/#\/schema\/person\/6a9965f3fa4e754ab6d4e61a669060e0"},"headline":"2022 Annual Summary and Swiss advertising market december","datePublished":"2023-04-05T08:32:44+00:00","dateModified":"2024-10-08T12:37:26+00:00","mainEntityOfPage":{"@id":"https:\/\/werbekompass.ch\/en\/2022-annual-summary-and-swiss-advertising-market-december\/"},"wordCount":969,"image":{"@id":"https:\/\/werbekompass.ch\/en\/2022-annual-summary-and-swiss-advertising-market-december\/#primaryimage"},"thumbnailUrl":"https:\/\/werbekompass.ch\/wp-content\/uploads\/2022\/11\/20_04_2022_DE_Gesamtmarkt-2-1-2.png","articleSection":["Advertising market trend"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/werbekompass.ch\/en\/2022-annual-summary-and-swiss-advertising-market-december\/","url":"https:\/\/werbekompass.ch\/en\/2022-annual-summary-and-swiss-advertising-market-december\/","name":"2022 Annual Summary and Swiss advertising market december - 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