Ad sales increased again

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In total, the Swiss advertising industry generated sales of CHF 4.3 billion in 2022. That’s 6.3 percent more than a year ago, the Advertising Statistics Foundation said on Tuesday. Almost all reported media types are said to generate more revenue than 2021.

Despite the increase: the local advertising sector is still far from pre-crisis level: values ​​are still 6.2 percent below the 2019 figures, when the advertising sector achieved total sales of around 4.5 billion francs. Sales in Corona’s first year later fell to 3.7 billion.

In 2022, ad sales rebounded for the second time in a row – but at a low level. Prior to that, the advertising industry last recorded growth in 2011 after the economic crisis. As a result, the money flowing into advertising has steadily decreased each year.

Advertising sales increased by 72 percent at the most in the last year. However, the smallest part of ad sales in Switzerland is made up of cinema ads with a share of 24 million (2.7%).

Promotional mailings (+27%) and outdoor advertising (+17%) also increased at an above-average rate. Advertising and promotional products bought the biggest piece of the pie (20.2%) with CHF 870 million.

Press (-0.8%), television (-2.3%) and direct mail (-2.6%) showed slight decreases. Direct mail means, for example, advertising catalogs sent by mail or telemarketing. In the Corona year 2020, this ad format ranked at the top of the ad formats for the first time.

Online advertising also managed to increase by +4.8 percent. It accounts for a good 15 percent of all ad sales – search engine advertising and social media are not considered here for methodological reasons.

To counter this, the Advertising Statistics Foundation has now conducted a “well-founded expert assessment” for the first time. According to this estimate, CHF 1.69 to 2.07 billion went to ads on YouTube, Google, Facebook and Co. last year. In this overview, the online domain is an “open” number.

(SDA)

Source :Blick