{"id":129272,"date":"2024-03-20T17:01:32","date_gmt":"2024-03-20T16:01:32","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=129272"},"modified":"2024-10-07T14:35:42","modified_gmt":"2024-10-07T14:35:42","slug":"werbemarkt-trend-februar-2024","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/werbemarkt-trend-februar-2024\/","title":{"rendered":"Swiss advertising market once again sees growth"},"content":{"rendered":"\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 class=\"wp-block-paragraph\">In February, the \u201ctraditional\u201d advertising market recorded gross advertising pressure of CHF 260.4 million, an increase of 3.0 percent compared to the previous year. However, this also marked a drop of 4.7 percent compared to the month prior, January.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Out-of-home (+13%) and radio (+10%) grew in comparison to the previous year, while print and TV remained stable. Cinema fell by 30 percent, according to current data. However, this number is not definitive, as we have not yet received information for every week in February.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Please note that the data for Livesystems is currently only available for 2024. The increase in out-of-home advertising without Livesystems is +3.8 percent. Growth in the traditional advertising market without Livesystems is at 1.1 percent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once again, search engine advertising took the lion\u2019s share in the field of online media this month, making up 72 percent, followed by display (21%) and YouTube (7%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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 wp-block-paragraph\"><strong>Advertising pressure in the traditional market<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advertising pressure development in the traditional market in February 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\/03\/EN-Werbemarkt-Februar-2024-Gesamtmarkt-Klassisch.png\" alt=\"\" class=\"wp-image-133726\"\/><\/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\/2024\/03\/EN-Werbemarkt-Februar-2024-Gesamtmarkt-Tabelle-Klassisch.png\" alt=\"\" class=\"wp-image-133729\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong>Positive trends in 11 sectors<\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The \u201ctraditional\u201d advertising market recorded an increase of 3.0 percent in February, which can be attributed to the positive trend in 11 sectors. With 103.4 percent, <strong>public transport<\/strong> notched up the biggest percentage upswing in comparison to the previous year. <strong>Cleaning<\/strong> (+68.4%), <strong>tobacco<\/strong> (+63.3%), <strong>media<\/strong> (+44.7%), <strong>pharmaceuticals and health<\/strong> (+37.8%) and <strong>leisure, gastronomy and tourism<\/strong> (+36.5) all grew more than 30 percent. <s><\/s><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong>Ten sectors performed more weakly than the previous year<\/strong><\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A total of ten sectors showed a decrease in comparison to the previous year. The largest percentage downturns were in <strong>finance<\/strong> (-28.7%), closely followed by <strong>digital &#038; household<\/strong> (-27.5%) and <strong>personal care<\/strong> (-21.7%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Other areas experiencing reductions included <strong>retail<\/strong> (-13.5%), <strong>fashion &#038; sport<\/strong> (-9.0%), <strong>initiatives &#038; campaigns<\/strong> (-8.1%), <strong>services<\/strong> (-7.6%), <strong>cosmetics &#038; toiletries<\/strong> (-3.3%), <strong>telecommunications<\/strong> (-2.6%) and <strong>beverages<\/strong> (-0.9%).<\/p>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><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\/03\/EN-Werbemarkt-Februar-2024-Branchen-Klassisch.png\" alt=\"\" class=\"wp-image-133732\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong>Top of the month<\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The top advertisers and most advertised products and services (excluding range, image and other advertising) in February<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/03\/EN-Werbemarkt-Februar-2024-Top-Werbungtreibende-und-Produkte.png\" alt=\"\" class=\"wp-image-133735\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Media Mix Traditional<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Media mix for February 2024<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/03\/EN-Werbemarkt-Februar-2024-Media-Mix-Klassisch.png\" alt=\"\" class=\"wp-image-133738\"\/><\/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 wp-block-paragraph\"><strong>Advertising pressure in the digital market<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advertising pressure development in the digital market in February 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\/03\/EN-Werbemarkt-Februar-2024-Gesamtmarkt-Digital.png\" alt=\"\" class=\"wp-image-133744\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong>Sector ranking: traditional vs. digital channels in comparison<\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The top three sectors for digital channels were <strong>retail, leisure, gastronomy and tourism<\/strong>, and <strong>finance<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While <strong>retail<\/strong> and <strong>leisure, gastronomy and tourism<\/strong> were strongly represented in traditional channels, the <strong>food sector<\/strong> sat head and shoulders above the rest. Interestingly, this industry was only ranked 11th with respect to digital channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Services<\/strong> took fourth place in digital channels, while<strong> initiatives &#038; campaigns<\/strong> took this spot for traditional channels. The <strong>construction, industry and furnishings<\/strong> sector ranked fifth on the traditional and digital leaderboards alike.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Despite having products in the top 10, tobacco sat in the bottom three of the sector rankings for both the traditional and digital spheres. <strong>Media<\/strong>, <strong>tobacco<\/strong> and <strong>energy<\/strong> brought up the rear for traditional channels, while <strong>energy<\/strong>, <strong>tobacco<\/strong> and <strong>cleaning<\/strong> did so for their digital counterparts.<\/p>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><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\/03\/EN-Werbemarkt-Februar-2024-Branchen-Digital.png\" alt=\"\" class=\"wp-image-133750\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Top products<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The most advertised products in the Search, Display and YouTube segments in February<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/03\/DE-FR-EN-Werbemarkt-Februar-2024-Top-Produkte-Digital-2.png\" alt=\"\" class=\"wp-image-133753\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The most advertised products differed substantially in parts for digital channels. None of the products were in the top 10 across all three channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Only Temu.com and Disney+ were to be found on two of the three channels, with Temu taking third place in display and tenth place in search. Disney+, meanwhile, was ninth in display and seventh in YouTube.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While the online retailer amazon.de took first place in search, it was otherwise predominantly providers from the <strong>leisure, gastronomy and tourism<\/strong> sector \u2013 namely ab-in-den-urlaub.ch, booking.com and migros-ferien.ch \u2013 that featured.<\/p>\n\n\n\n<div style=\"height:42px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Media Mix Digital<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Media mix for the month of February<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/03\/EN-Werbemarkt-Februar-2024-Media-MixDigital.png\" alt=\"\" class=\"wp-image-133756\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">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<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-2024\/\">Advertising Market Trend January 2024<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In February, the \u201ctraditional\u201d advertising market recorded gross advertising pressure of CHF 260.4 million, an increase of 3.0 percent compared to the previous year. However, this also marked a drop of 4.7 percent compared to the month prior, January. Out-of-home (+13%) and radio (+10%) grew in comparison to the previous year, while print and TV [&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-129272","post","type-post","status-publish","format-standard","hentry","category-advertising-market-trend"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Swiss advertising market once again sees growth - Werbekompass<\/title>\n<meta name=\"description\" content=\"Advertising Market Trend February 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-februar-2024\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Swiss advertising market once again sees growth - 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