{"id":175561,"date":"2024-06-27T17:12:31","date_gmt":"2024-06-27T15:12:31","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=175561"},"modified":"2024-10-07T14:31:25","modified_gmt":"2024-10-07T14:31:25","slug":"werbemarkt-trend-mai-2024","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/werbemarkt-trend-mai-2024\/","title":{"rendered":"Advertising pressure in May slightly higher than in April"},"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\">The \u201ctraditional\u201d advertising market has been sitting around the CHF 350 million mark since March. The Swiss advertising market rose by a further 1.4% compared to April, and closed the month at CHF 352.0 million in advertising pressure. The advertising pressure for the first five months of the year was CHF 1,589.0 million. Although the advertising market in May was a little down on the previous year\u2019s figure (-2.4%), it is slightly up YTD (+2.4%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This boost in the media mix is primarily being driven by out-of-home advertising. Please note that the data from the marketer Livesystems is currently only available for 2024 (2023 is planned to be reintegrated along with the June data). Without taking Livesystems into account, the advertising market dropped by -4.2% in May and grew by +0.1% over the year as a whole.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is clear that, apart from out-of-home advertising, all the other \u201ctraditional\u201d media categories saw a decline in gross advertising revenue compared to the previous year. As in April, cinema fared the worst (-22%), closely followed by print with a drop of -11%. Radio (-4%) and TV (-2%) saw losses in the low single digits compared to the previous year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In May, all media groups were left facing a decline in comparison to last year\u2019s figures. In percentage terms, cinema fell the most (-22.4%), followed by print (-11.0%), radio (-3.7%) and TV (-2.5%). Out-of-home was the sole category in the black \u2013 both with (+11.0%) and without (+3.3%) Livesystems.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Search engine advertising took a bigger piece of the digital advertising pie, growing by 5 percentage points to reach 70%. At 23%, display advertising managed to hold on to second place, despite a slight decrease compared with last year (-4%), while YouTube was in close pursuit with a 9% jump.<\/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 market as a whole<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advertising pressure development up to May 2024 in CHF million gross.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/06\/EN-Werbemakrttrend-Mai-2024-Gesamtmarkt-klassisch-1.png\" alt=\"\" class=\"wp-image-176300\" style=\"width:731px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/06\/EN-Werbemarkttrend-April-2024-Gesamtmarkt-Tabelle-klassisch-15.png\" alt=\"\" class=\"wp-image-176303\" style=\"width:926px;height:auto\"\/><\/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><strong>Low growth in individual sectors<\/strong><\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thirteen sectors saw growth in April \u2013 but just 8 out of 21 sectors enjoyed positive development in May compared to the previous year. The biggest upswing was generated by the <strong>cleaning<\/strong> (+73.8%) and <strong>cosmetics &#038; toiletries<\/strong> (+60.5%) sectors, followed by <strong>construction, industry &#038; furnishings<\/strong> (+14.9%),<strong> beverages<\/strong> (+10.9%), and <strong>leisure, gastronomy &#038; tourism<\/strong> (+10.1%). The other three sectors recorded growth in the low single-digit range.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong><strong>A decline in 13 sectors<\/strong><\/strong><\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All told, 13 sectors experienced negative growth compared to the previous year. <strong>Tobacco<\/strong> (-25.4%) and <strong>initiatives &#038; campaigns<\/strong> (-24.0%) were the hardest hit. The remaining 11 sectors shrank by between -2.6% (<strong>energy<\/strong>) and -17.5% (<strong>retail<\/strong> and <strong>media<\/strong>).<\/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<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sector ranking in May.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/06\/EN-Werbemarkttrend-Mai-2024-Branchen-klassisch-3.png\" alt=\"\" class=\"wp-image-176310\" style=\"width:787px;height:auto\"\/><\/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><strong>Top advertisers and products<\/strong><\/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 May.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/06\/EN-Werbemarkttrend-Mai-2024-Top-Werbungtreibende-Produkte-1.png\" alt=\"\" class=\"wp-image-176313\"\/><\/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<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Media mix for May.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/06\/EN-Werbemarkttrend-Mai-2024-Mediamix-klassisch-1.png\" alt=\"\" class=\"wp-image-176316\"\/><\/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 up to May 2024 in CHF million gross.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/07\/EN-Werbemarkttrend-Mai-2024-Gesamtmarkt-digital-NEU-1024x951.png\" alt=\"\" class=\"wp-image-180229\" style=\"width:702px;height:auto\"\/><\/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 <strong>retail<\/strong> sector did very well in the \u201ctraditional\u201d and digital markets alike during April and May, taking second place in both. It even tops the leaderboard for the digital market YTD. The <strong>finance<\/strong> and <strong>leisure, gastronomy &#038; tourism<\/strong> sectors are hot on its heels, taking second and third place in the digital market. These two sectors were also on a strong footing in the \u201ctraditional\u201d market, occupying positions six and four respectively.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The <strong>food<\/strong> sector took first place in the \u201ctraditional\u201d market, while the <strong>construction, industry &#038; furnishings<\/strong> sector is in third place YTD. The pair have each fallen one place in the digital market rankings since April and are now 11th and 6th respectively.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The <strong>cleaning<\/strong> sector is similarly performing better in the \u201ctraditional\u201d market: it holds 16th place here, but is bringing up the rear in the digital space.<\/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<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sector ranking in May.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/06\/EN-Werbemarkttrend-Mai-2024-Branchen-digital-6.png\" alt=\"\" class=\"wp-image-176322\" style=\"width:577px;height:auto\"\/><\/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 digital products<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The most advertised products and services (excluding range, image and other advertising) in May.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/06\/DE-FR-EN-Werbemarkttrend-Mai-2024-Top-Produkte-digital_-6.png\" alt=\"\" class=\"wp-image-176325\"\/><\/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 products \u201c<strong>taten-statt-worte.ch<\/strong>\u201d and \u201c<strong>temu.com<\/strong>\u201d took the top two spots for display advertising. As in April, \u201c<strong>TikTok mobile app<\/strong>\u201d topped the table for YouTube, followed by \u201c<strong>temu.com<\/strong>\u201d. For search, \u201c<strong>sunrise.ch<\/strong>\u201d was in the lead (as in April), then \u201c<strong>zurich.ch<\/strong>\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The only product to make it into the top ten across all three media groups was the Chinese e-commerce heavyweight \u201c<strong>temu.com<\/strong>\u201d. \u201c<strong>temu.com<\/strong>\u201d took second place for display and YouTube, and eighth place for search.<\/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<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Media mix for May.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/06\/EN-Werbemarkttren-Mai-2024-Mediamix-digital-1.png\" alt=\"\" class=\"wp-image-176331\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/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-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-mai-2024\/\">Advertising Market Trend April 2024<\/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:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/05\/Factsheet-Medien_2024_EN.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Factsheet Media<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The \u201ctraditional\u201d advertising market has been sitting around the CHF 350 million mark since March. The Swiss advertising market rose by a further 1.4% compared to April, and closed the month at CHF 352.0 million in advertising pressure. The advertising pressure for the first five months of the year was CHF 1,589.0 million. Although the [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":160979,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[178],"tags":[],"class_list":["post-175561","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>Advertising pressure in May slightly higher than in April - Werbekompass<\/title>\n<meta name=\"description\" content=\"Advertising Market Trend May 2024 with the Media Mix, Top Products, Advertisers and Industries for May 2024.\" \/>\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-mai-2024\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advertising pressure in May slightly higher than in April - 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