{"id":182616,"date":"2024-08-21T09:30:42","date_gmt":"2024-08-21T07:30:42","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=182616"},"modified":"2024-10-07T14:28:52","modified_gmt":"2024-10-07T14:28:52","slug":"werbemarkt-trend-juli-2024","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/werbemarkt-trend-juli-2024\/","title":{"rendered":"Advertising market goes on vacation in July"},"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>The \u201ctraditional\u201d advertising market closed out July at CHF 242.6 million, putting it 5.6 percent up on the previous year\u2019s figure. However, this was a striking drop of 23 percent compared to the month prior: the summer slump has officially begun.<\/p>\n\n\n\n<p>All told, annual advertising pressure YTD was just a fraction \u2013 one percent \u2013 above the previous year, at CHF 2&#8217;151,4 million gross.<\/p>\n\n\n\n<p>In terms of \u201ctraditional\u201d media groups, only <strong>print<\/strong> (-2%) and <strong>cinema<\/strong> (-66%) were behind the previous year\u2019s values. The drop in cinema advertising was due to Barbie and Oppenheimer, the two box office smash hits from last year. The other media groups were in the black, led by <strong>radio<\/strong> with an uptick of 21 percent. <strong>Out-of-home<\/strong> grew by 12 percent (after the half-year results, this figure once again includes Livesystems for 2023 and 2024) and <strong>TV<\/strong> by 7 percent.<\/p>\n\n\n\n<p>In digital media, there was a positive trend in all categories. <strong>YouTube<\/strong> rose by 12 percent on the previous year, closely followed by <strong>search engine advertising<\/strong> at 11 percent, while <strong>display<\/strong> only recorded an increase of 5 percent.<\/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 market as a whole<\/strong><\/p>\n\n\n\n<p>Advertising pressure development up to July 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\/08\/EN-Werbemarkttrend-Juli-2024-Gesamtmarkt-Grafik-klaassisch-neu.png\" alt=\"\" class=\"wp-image-183782\"\/><\/figure>\n\n\n\n<p><\/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\/08\/EN-Werbemarkttrend-Juli-2024-Gesamtmarkt-Tabelle-klassisch.png\" alt=\"\" class=\"wp-image-183785\" style=\"width:868px;height:auto\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><strong><strong><strong>The food sector falls 10 percent<\/strong><\/strong><\/strong><\/strong><\/p>\n\n\n\n<p>While the food sector remains at the top of the leaderboard YTD, its 9.9 percent drop saw it slip just behind retail in July \u2013 a sector that experienced an uptick over the same period (+8.3%). This makes the food industry one of eight sectors to report lower figures in July compared to the same month in the previous year.<\/p>\n\n\n\n<p>Only the <strong>energy<\/strong> (-67.9%), <strong>tobacco<\/strong> (-49.1%) and <strong>media<\/strong> (-28.0%) sectors, home to low advertising pressure, saw double-digit percentage decreases. The decline was kept in check for the <strong>events<\/strong> (-4.5%), <strong>fashion &#038; sport<\/strong> (-3.1%) and <strong>public transport<\/strong> (-2.5%) sectors.<\/p>\n\n\n\n<p><strong><strong><strong><strong>An increase in 13 sectors<\/strong><\/strong><\/strong><\/strong><\/p>\n\n\n\n<p>All told, 13 sectors saw an increase in July compared to the previous year. This was especially visible in the <strong>cosmetics &#038; toiletries<\/strong> (+33.7%), <strong>pharmaceuticals &#038; health<\/strong> (+28.6%) and <strong>leisure, gastronomy &#038; tourism<\/strong> (+25.8%) industries. However, other sectors also made clear headway, including <strong>beverages<\/strong> at 21.0 percent, <strong>initiatives &#038; campaigns<\/strong> at 17.2 percent and <strong>cleaning<\/strong> at 12.2 percent.<\/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<\/strong><\/p>\n\n\n\n<p>Sector ranking in July.<\/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\/08\/EN-Werbemarkttrend-juli-2024-Branchen-klassisch.png\" alt=\"\" class=\"wp-image-183788\" style=\"width:765px;height:auto\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><strong><strong>Top advertisers and products<\/strong><\/strong><\/strong><\/p>\n\n\n\n<p>The top advertisers and most advertised products and services (excluding range, image and other advertising) in July.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/08\/EN-Werbemarkttrend-Juli-2024-Top-Werbungtreibende-Produkte.png\" alt=\"\" class=\"wp-image-183791\"\/><\/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<\/strong><\/p>\n\n\n\n<p>Media mix for July.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/08\/EN-Werbemarkttrend-Juli-2024-Media-Mix-klassisch.png\" alt=\"\" class=\"wp-image-183794\"\/><\/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 up to July 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\/08\/EN-Werbemarkttrend-Juli-2024-Gesamtmarkt-Grafik-digital.png\" alt=\"\" class=\"wp-image-183797\" 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><strong><strong>Sector ranking: traditional vs. digital channels in comparison<\/strong><\/strong><\/p>\n\n\n\n<p><strong>Leisure, gastronomy &#038; tourism<\/strong> takes third place YTD in both markets. The <strong>food<\/strong> sector tops the table in the traditional market, followed by <strong>retail<\/strong> in second place. <strong>Retail<\/strong> even takes the lead in the digital sphere \u2013 but <strong>finance<\/strong> comes in second, with the <strong>food<\/strong> sector pushed down to 11th place. In the \u201ctraditional\u201d market, <strong>initiatives &#038; campaigns<\/strong> and <strong>construction, industry, furnishings<\/strong> come in fourth and fifth, taking 13th and 6th place respectively in the digital space. The <strong>services<\/strong> and <strong>fashion &#038; sport<\/strong> sectors finish in fourth and fifth place, while these two sectors are to be found in the lower half of the leaderboard in the \u201ctraditional\u201d market (12th &#038; 13th place).<\/p>\n\n\n\n<p>The <strong>tobacco<\/strong> sector is at the bottom of the table in both markets. It ranks last in the \u201ctraditional\u201d market and second to last in the digital market, where the <strong>cleaning<\/strong> sector brings up the rear. This sector takes 16th place in the \u201ctraditional\u201d market.<strong> Energy<\/strong> is in the penultimate spot here and third from last in the digital market.<\/p>\n\n\n\n<p><strong>Pharmaceuticals &#038; health<\/strong>, <strong>cosmetics &#038; toiletries<\/strong> and <strong>telecommunications<\/strong> are in the middle of the table in both markets.<\/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<\/strong><\/p>\n\n\n\n<p>Sector ranking in July.<\/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\/08\/EN-Werbemarkttrend-Juli-2024-Branchen-digital.png\" alt=\"\" class=\"wp-image-183800\" 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><strong>Top digital products<\/strong><\/p>\n\n\n\n<p>The most advertised products and services (excluding range, image and other advertising) in July.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/08\/DE-EN-FR-Werbemarkttrend-Juli-2024-Top-Produkte-digital-2.png\" alt=\"\" class=\"wp-image-183803\"\/><\/figure>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The #WIRSINDZUKUNFT campaign leads the pack in the <span style=\"text-decoration: underline;\">display<\/span> space, while the TikTok mobile app takes pole position for <span style=\"text-decoration: underline;\">YouTube<\/span>. Temu.com comes in second in both markets: this Chinese retail platform has maintained a spot in the top three for <span style=\"text-decoration: underline;\">display<\/span> and <span style=\"text-decoration: underline;\">YouTube<\/span> since May. In terms of <span style=\"text-decoration: underline;\">search<\/span>, booking.com takes the lead, followed by sunrise.ch.<\/p>\n\n\n\n<div style=\"height:42px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Media Mix<\/strong><\/p>\n\n\n\n<p>Media mix for July.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/08\/EN-Werbemarkttrend-Juli-2024-Media-Mix-digital.png\" alt=\"\" class=\"wp-image-183806\"\/><\/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<p><\/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-juni-2024\/\">Advertising Market Trend June 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 closed out July at CHF 242.6 million, putting it 5.6 percent up on the previous year\u2019s figure. However, this was a striking drop of 23 percent compared to the month prior: the summer slump has officially begun. All told, annual advertising pressure YTD was just a fraction \u2013 one percent \u2013 [&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-182616","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 v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Advertising market goes on vacation in July - Werbekompass<\/title>\n<meta name=\"description\" content=\"Advertising Market Trend July 2024 with the Media Mix, Top Products, Advertisers and Industries for July 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-juli-2024\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advertising market goes on vacation in July - 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