{"id":123414,"date":"2024-02-23T15:52:30","date_gmt":"2024-02-23T14:52:30","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=123414"},"modified":"2024-10-07T14:37:32","modified_gmt":"2024-10-07T14:37:32","slug":"werbemarkt-trend-januar-2024","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/werbemarkt-trend-januar-2024\/","title":{"rendered":"The advertising market got off to positive start in 2024"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Highlights in January 2024<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/Titelbild-Werbemarkt-Trend-EN-2024.png\" alt=\"\" class=\"wp-image-126135\"\/><\/figure>\n\n\n\n<p>The \u201ctraditional\u201d advertising market started 2024 with CHF&nbsp;273.7 million of gross advertising pressure and an increase of 7.7 percent.<\/p>\n\n\n\n<p>This positive trend can be seen in all traditional media groups. The largest percentage increase was recorded in cinema (+71%).<\/p>\n\n\n\n<p>Please note that the data for Livesystems is currently only available for 2024. The increase in out-of-home advertising without Livesystems is +11.1 percent, not +23.1 percent. Growth in the traditional market without Livesystems is at 5.0 percent.<\/p>\n\n\n\n<p>The Livesystems data for 2023 is expected to be available again with the half-year financial statements (July 2024). <\/p>\n\n\n\n<p>In the field of online media, search engine advertising (68%) had the largest share, followed by display (24%) and YouTube (8%). In total, gross advertising pressure in digital media amounted to CHF 164.4 million.<\/p>\n\n\n\n<p>From 2024, we will be reporting the traditional advertising market and digital channels (search, YouTube, display) separately to ensure better comparability to the previous year. Volatility in recording in the online sector, due to external influences such as adjustments made by Google, can lead to larger fluctuations throughout the year. In the search sector in particular there were numerous adjustments and changes made by Google in the last half of the year, which made comparing gross advertising spending with the previous year difficult.<\/p>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-large-font-size\"><strong>Advertising pressure in the traditional market<\/strong><\/p>\n\n\n\n<p>Advertising pressure development in the traditional market in January 2024 in CHF million gross<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/EN-Werbemarkt-Januar-2024-Gesamtmarkt-Klassisch.png\" alt=\"\" class=\"wp-image-126138\"\/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/EN-Werbemarkt-Januar-2024-Gesamtmarkt-Tabelle-Klassisch.png\" alt=\"\" class=\"wp-image-126141\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><strong>Tobacco products had the largest percentage increase<\/strong><\/strong><\/p>\n\n\n\n<p>Der \u00abklassische\u00bb Werbemarkt verzeichnete 2024 im Vergleich zum Vorjahr einen Anstieg um 7.7 Prozent. Diese Steigerung ist auf die positive Entwicklung in 14 Branchen zur\u00fcckzuf\u00fchren. Die deutlichste prozentuale Steigerung verzeichnen die <strong>Tabakwaren<\/strong>, welche mit einem Plus von 73.7 Prozent ins neue Jahr starten. &nbsp;Auch <strong>Freizeit, Gastronomie, Tourismus<\/strong> (-39.2%), <strong>Fahrzeuge<\/strong> (+37.5%), <strong>Verkehrsbetriebe<\/strong> (+34.7%) und <strong>Finanzen<\/strong> (+33.6%) steigern den Werbedruck um \u00fcber ein Drittel.<\/p>\n\n\n\n<p><strong>Nahrungsmittel<\/strong> und <strong>Detailhandel<\/strong> standen bereits im Gesamtjahr 2023 auf dem Podest. <strong>Initiativen und Kampagnen<\/strong> muss jedoch den dritten Rang im Januar an <strong>Freizeit, Gastronomie und Tourismus<\/strong> abtreten.<\/p>\n\n\n\n<p><strong><strong>Seven sectors performed more weakly than the previous year<\/strong><\/strong><br><\/p>\n\n\n\n<p>A total of seven sectors showed a decrease in comparison to the previous year. The sectors with the lowest advertising pressure for January were <strong>tobacco products<\/strong>, <strong>energy<\/strong> and <strong>media<\/strong>, despite the positive trends.<\/p>\n\n\n\n<p>The largest percentage drop can be seen in the <strong>personal care<\/strong> sector (-44.4%). Further decreases, although significantly smaller, were recorded in the <strong>services<\/strong> (-16.5%), <strong>food<\/strong> (-16.5%), <strong>telecommunications<\/strong> (-10.8%), <strong>beverages<\/strong> (-10.5%), <strong>digital &#038; household<\/strong> (-7.7%) and <strong>fashion &#038; sports<\/strong> (-0.6%) sectors.<\/p>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Sector ranking in the traditional market<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/EN-Werbemarkt-Januar-2024-Branchen-Klassisch.png\" alt=\"\" class=\"wp-image-126145\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Top of the month<\/strong><\/p>\n\n\n\n<p>The top advertisers and most advertised products and services (excluding range, image and other advertising) in January<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/EN-Werbemarkt-Januar-2024-Top-Werbungtreibende-und-Produkte.png\" alt=\"\" class=\"wp-image-126148\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Media Mix Traditional<\/strong><\/p>\n\n\n\n<p>Media mix for January 2024<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/EN-Werbemarkt-Januar-2024-Media-Mix-Klassisch.png\" alt=\"\" class=\"wp-image-126151\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-large-font-size\"><strong>Advertising pressure in the digital market<\/strong><\/p>\n\n\n\n<p>Advertising pressure development in the digital market in January 2024 in CHF million gross<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/EN-Werbemarkt-Januar-2024-Gesamtmarkt-Digital-2.png\" alt=\"\" class=\"wp-image-128966\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><strong>Sector ranking: traditional vs. digital channels in comparison<\/strong><\/strong><\/p>\n\n\n\n<p>The top three sectors for digital channels were <strong>retail<\/strong>,<strong> leisure, gastronomy and tourism<\/strong>, and <strong>finance<\/strong>.<\/p>\n\n\n\n<p>The sector ranking for traditional channels differed significantly from digital channels in parts. While the<strong> food sector<\/strong> placed very highly in traditional media, it only managed tenth place in digital channels.<strong> Initiatives &#038; campaigns<\/strong> also performed better in traditional channels (6th) than in digital channels (14th).<\/p>\n\n\n\n<p>The<strong> beverages<\/strong> and <strong>digital &#038; household<\/strong> sectors placed much better in the digital field (5th and 7th) than in the traditional advertising market (14th and 13th).<\/p>\n\n\n\n<p><strong>Cleaning <\/strong>took last place in the digital ranking. <strong>Tobacco products<\/strong>, bringing up the rear in the traditional sector ranking, moved up one place.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>Industry ranking in the digital market<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/EN-Werbemarkt-Januar-2024-Branchen-Digital.png\" alt=\"\" class=\"wp-image-126158\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Top products<\/strong><\/p>\n\n\n\n<p>The most advertised products in the Search, Display and YouTube segments in January<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/EN-Werbemarkt-Januar-2024-Top-Produkte-Digital.png\" alt=\"\" class=\"wp-image-126160\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Media Mix Digital<\/strong><\/p>\n\n\n\n<p>Media mix for the month of January<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/EN-Werbemarkt-Januar-2024-Media-MixDigital.png\" alt=\"\" class=\"wp-image-126163\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50<\/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\/werbemarkt-trend-januar-2023\/\">Annual review 2023<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Highlights in January 2024 The \u201ctraditional\u201d advertising market started 2024 with CHF&nbsp;273.7 million of gross advertising pressure and an increase of 7.7 percent. This positive trend can be seen in all traditional media groups. The largest percentage increase was recorded in cinema (+71%). Please note that the data for Livesystems is currently only available for [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[178],"tags":[],"class_list":["post-123414","post","type-post","status-publish","format-standard","hentry","category-advertising-market-trend"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The advertising market got off to positive start in 2024 - Werbekompass<\/title>\n<meta name=\"description\" content=\"Advertising Market Trend January 2024 with the Media Mix, Top Products, Advertisers and Industries in die traditional and digital market.\" \/>\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-januar-2024\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The advertising market got off to positive start in 2024 - 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