{"id":64791,"date":"2022-12-22T10:58:44","date_gmt":"2022-12-22T09:58:44","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=64791"},"modified":"2024-10-08T12:48:24","modified_gmt":"2024-10-08T12:48:24","slug":"traditional-media-down-in-2021","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/traditional-media-down-in-2021\/","title":{"rendered":"Traditional media down in 2021"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Highlights in November<\/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\">This November was once again a strong month and, with CHF 766 million gross, just missed the magic CHF 800 million gross mark. Pre-Christmas shopping, Black Friday and pricey TV advertising slots thanks to the World Cup in Qatar drove advertising pressure. However, the total still remained down on the same month last year (-3.8%) as well as the previous month of October (-1.1%). Decreases in traditional media groups were to blame, and the increase in the online segment was not enough to make up the difference.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Looking at the year as a whole, a positive picture does continue to emerge. One month before the end of the year, total gross advertising pressure amounted to CHF 6,175.8 million, up 22.8% on the previous year.<\/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 November 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\/2022\/12\/Gesamtmarkt-Grafik_EN-1024x970.png\" alt=\"\" class=\"wp-image-40137\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/12\/Gesamtmarkt-Tabelle_EN-1024x484.png\" alt=\"\" class=\"wp-image-40140\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><br><strong><br>Energy sector flying high<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It was the <strong>energy sector<\/strong> which recorded the largest percentage increase in comparison to the previous year \u2013 both in November (+59.5%) and YTD (+62.2%) \u2013 an exceptionally remarkable result, considering that the industry had already experienced a nearly 100% increase in advertising pressure in November 2021 (+94.5%). Other industries, too, are upping the ante: <strong>services<\/strong> (+17.9%); transportation (+13.8%); <strong>leisure, gastronomy and tourism<\/strong> (+12.2%); <strong>finance<\/strong> (+9.3%); <strong>events<\/strong> (+9.0%); and <strong>fashion and sports<\/strong> (+7.1%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:25px\"><strong>14 out of 21 sectors down in November<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yet for a majority of industries, advertising pressure dropped in November. When compared to the previous year, 14 out of 21 industries recorded losses, particularly <strong>cleaning<\/strong> (-42.1%), <strong>tobacco products<\/strong> (-31.8%), <strong>initiatives and campaigns<\/strong> (-26.0%) and <strong>cosmetics and toiletries<\/strong> (-20.8%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After 11 months to date, the trajectory for 17 of the 21 industries is recovering.&nbsp; Only the <strong>cleaning sector<\/strong> is experiencing a distinct weakening in advertising pressure of -38.1%. The <strong>automotive sector<\/strong> (-3.7%), <strong>cosmetics and toiletries<\/strong> (-2.2%) and <strong>initiatives and campaigns<\/strong> (-1.4%) are only recording slight losses.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/12\/Branchen_EN-1-1024x631.png\" alt=\"\" class=\"wp-image-40143\"\/><\/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 November<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/12\/Werbungtreibende_EN-1-1024x302.png\" alt=\"\" class=\"wp-image-40146\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/12\/Top-Produkte_EN-1024x302.png\" alt=\"\" class=\"wp-image-40149\"\/><\/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 November<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/12\/Media-Mix_EN-1.png\" alt=\"\" class=\"wp-image-40152\"\/><\/figure>\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-oktober-2022\/\">Advertising Market Trend October<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Highlights in November This November was once again a strong month and, with CHF 766 million gross, just missed the magic CHF 800 million gross mark. Pre-Christmas shopping, Black Friday and pricey TV advertising slots thanks to the World Cup in Qatar drove advertising pressure. However, the total still remained down on the same month [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":8380,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[178],"tags":[],"class_list":["post-64791","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>Traditional media down in 2021 - 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\/traditional-media-down-in-2021\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Traditional media down in 2021 - Werbekompass\" \/>\n<meta property=\"og:description\" content=\"Highlights in November This November was once again a strong month and, with CHF 766 million gross, just missed the magic CHF 800 million gross mark. Pre-Christmas shopping, Black Friday and pricey TV advertising slots thanks to the World Cup in Qatar drove advertising pressure. 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