{"id":9512,"date":"2022-05-20T08:00:00","date_gmt":"2022-05-20T06:00:00","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=9512"},"modified":"2024-10-08T12:50:34","modified_gmt":"2024-10-08T12:50:34","slug":"werbemarkt-trend-april-2022","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/werbemarkt-trend-april-2022\/","title":{"rendered":"April advertising pressure back to pre-COVID levels"},"content":{"rendered":"\n

Highlights in April<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Advertising pressure declined again in April, compared with the previous strong month of March, and the advertising market closed at CHF 520.8 million gross.<\/p>\n\n\n\n

The biggest annual slump was seen in April 2020, due to the pandemic. The advertising market recovered slightly in April 2021 and this continued in 2022. The advertising month of April recorded an increase of 34.0%.<\/p>\n\n\n\n

The short appendix regarding federal referendums reveals that gross advertising pressure was considerably lower, at around CHF 1.7 million, than for the February bills<\/a> (CHF 14.4 million).<\/p>\n\n\n\n

At CHF 2,160.8 million gross, cumulative advertising pressure for the first four months of the year was 57.0% up on the annual advertising pressure of 2021.<\/p>\n\n\n\n



Advertising Pressure in the market as a whole<\/strong>
Development of Advertising Pressure as per April 2022 in million francs (gross)<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n



Much more advertising pressure of tobacco goods<\/strong><\/p>\n\n\n\n

As in previous months, the events<\/strong> (+176.3%) and leisure, gastronomy and tourism<\/strong> (+117.3%) sectors continued to recover, following pandemic-related low levels of advertising, and advertising pressure rose sharply again in April. YTD, the events sector<\/strong> shot up by 193.5%, while leisure, gastronomy and tourism<\/strong> also delivered a much improved performance YTD (+167.2%).  However, these sectors were just pipped to a place on the podium by retail<\/strong>, construction, industry, furnishings<\/strong> and the service sector<\/strong>.<\/p>\n\n\n\n

The absolute leader in terms of percentage growth compared to the same month last year was the tobacco sector<\/strong>, however, whose advertising pressure rose by 448.7%, making clear gains YTD (+65.5%).<\/p>\n\n\n\n

Automotive and cleaning decline again<\/strong><\/p>\n\n\n\n

As in March, the cleaning<\/strong> (-49.3%) and automotive<\/strong> (-27.3%) sectors declined again in April, making them the only sectors to reduce their advertising pressure YTD. While automotive <\/strong>was only slightly down on last year\u2019s value, with a drop of 5.0%, the cleaning<\/strong> sector fell sharply (-42.1%).<\/p>\n\n\n\n

Despite the federal referendums in May, the initiatives & campaigns<\/strong> sector reduced its advertising pressure slightly in April (-4.2%) and the energy sector also failed to reach its 2021 value (-8.2%).<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n



Top of the month<\/strong><\/p>\n\n\n\n


The top advertisers and most widely advertised products and services (excluding range, image and collective categories) in April<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n



Media Mix <\/strong><\/p>\n\n\n\n

Media Mix for the month of April<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n



Appendix: referendums on May 15, 2022<\/strong><\/p>\n\n\n\n

On May 15, 2022, the Swiss electorate once again went to the ballot box. At federal level, there were referendums on a change concerning the film industry, adoption of the EU regulation on the European Border and Coast Guard Agency (Frontex expansion), and a change to the law on organ transplants.<\/p>\n\n\n\n

With advertising pressure of around CHF 1.7 million, gross advertising expenditure for these federal referendums was much lower than the expenditure (CHF 14.4 million) for the February bills. \u201cYes\u201d-camp advertising campaigns generated considerably more advertising pressure than those of the \u201cNo\u201d camp. The \u201cYes\u201d campaigns succeeded accordingly, as all three bills were endorsed by voters. Gross advertising expenditure for the Frontex expansion was in first place, at CHF 715,000, including just under CHF 18,000 from the \u201cNo\u201d camp. The change concerning the film industry came second, with cumulative advertising pressure of CHF 653,000. Here too, \u201cYes\u201d-camp advertising was clearly more visible (72%). The change to the law on organ transplants came in third (CHF 304,000), with the \u201cYes\u201d camp responsible for 68% of advertising visibility. <\/p>\n\n\n\n\n\n

Please note that the final figures with May\u2019s complete advertising pressure will not be available until mid-June.
<\/p>\n\n\n\n

\n
Annual review 2021<\/a><\/div>\n<\/div>\n\n\n\n
\n
Advertising Market Trend March<\/a><\/div>\n<\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Highlights in April Advertising pressure declined again in April, compared with the previous strong month of March, and the advertising market closed at CHF 520.8 million gross. The biggest annual slump was seen in April 2020, due to the pandemic. The advertising market recovered slightly in April 2021 and this continued in 2022. The advertising […]<\/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-9512","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising-market-trend"],"acf":[],"yoast_head":"\nApril advertising pressure back to pre-COVID levels - Werbekompass<\/title>\n<meta name=\"description\" content=\"Advertising Market Trend April 2022 with highlights for the month of April and exciting information on the May 15, 2022 votes.\" \/>\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-april-2022\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"April advertising pressure back to pre-COVID levels - 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