{"id":192735,"date":"2025-02-24T09:24:11","date_gmt":"2025-02-24T09:24:11","guid":{"rendered":"https:\/\/werbekompass.ch\/?p=192735"},"modified":"2025-06-19T14:11:37","modified_gmt":"2025-06-19T14:11:37","slug":"werbemarkt-trend-januar-2025","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/werbemarkt-trend-januar-2025\/","title":{"rendered":"A subdued start to the year: only out-of-home and cinema withstood the decline in the advertising market"},"content":{"rendered":"\n
<\/div>\n\n\n\n
\n

Advertising Market Trend<\/h1>\n\n\n\n

January 2025<\/p>\n<\/div>

\"\"<\/figure><\/div>\n\n\n\n
<\/div>\n\n\n\n

While 2024 started with growth, 2025 started down 6.1% in the traditional advertising market, with a gross advertising pressure of CHF 261.0 million. This decline is due to a reduction in gross advertising pressure in more than half of all sectors.<\/p>\n\n\n\n

Of the traditional media groups, only out-of-home<\/strong> (+5.9%) and cinema<\/strong> (+9.9%) experienced growth compared to the previous year. All other traditional media groups saw losses, with radio<\/strong> suffering the biggest decline at -20.8%, followed by print<\/strong> (-17.3%) and TV<\/strong> (-2.3%). In terms of the media mix, however, TV<\/strong> remains the strongest media group by percentage at 35.6% (PY: 34.2%). Print <\/strong>and out-of-home <\/strong>are now equal (29.5%). However, out-of-home<\/strong> grew 3.3 percentage points compared to the previous year, while print dropped a full 4 percentage points in the traditional advertising market. Radio <\/strong>came in fourth with a share of 4.6% (PY: 5.5%). Cinema<\/strong> is currently at 0.6% (PY: 0.5%). If advertising from the cinema environment (foyer) were allocated to the cinema<\/strong> media group and not D-OOH<\/strong>, the share would be 0.7%. From 2025 onward, this allocation will be possible for the current year via the advertising medium dimension or the marketer dimension.<\/p>\n\n\n\n

In the digital advertising market, search<\/strong> (69.8%) continued to come in above display<\/strong> (17.9%) and YouTube<\/strong> (12.3%). But while display<\/strong> and search<\/strong> have declined year-on-year, YouTube<\/strong> remained on a growth trajectory.<\/p>\n\n\n\n

The data collection methodology for the search<\/strong> media group has been thoroughly revised in consultation with experts from media agencies. Data quality and market analysis have been improved through optimized keyword selection and a new evaluation method.<\/p>\n\n\n\n

Unfortunately, Google\u2019s latest security updates led to a temporary worldwide restriction in the tracking of search ads, which slightly reduced gross advertising pressure in the second half of January.<\/p>\n\n\n\n

The decline in display<\/strong> is partly down to a technical update by 20 Minuten, which meant that the data for \u201c20 Minuten Online\u201d was not provided in time. These figures will be retroactively adjusted when the February data is finalized.<\/p>\n\n\n\n

<\/div>\n\n\n\n
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Advertising pressure in the market as a whole<\/strong><\/h3>\n\n\n\n

Advertising pressure development up to January 2025 in CHF million gross.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Retail leads the pack while energy sees the biggest growth<\/strong><\/h3>\n\n\n\n

The retail sector<\/strong> (+14.3%) is leading the current monthly rankings. Migros<\/strong>, Denner<\/strong> and Aldi<\/strong> have been much more active in the first month of 2025 than in the previous year, and are fueling the growth in advertising pressure in the sector. The food sector<\/strong> and leisure, gastronomy and tourism<\/strong> came in second and third respectively, but despite making the top three, these two sectors saw a decline compared to the previous year (-9.4% and -3.2%).<\/p>\n\n\n\n

The energy sector<\/strong> experienced particularly strong growth, with the highest percentage increase of 51.1%<\/strong> compared to the previous year \u2013 although it remains in the bottom third of the rankings, along with personal care<\/strong> (+22.7%) and cleaning<\/strong> (+2.4%). The beverages<\/strong> (+27.1%), services<\/strong> (+12.8%) and events<\/strong> (+2.4%) sectors also performed positively, sitting in the middle of the pack.<\/p>\n\n\n\n

Downward trends in 14 sectors<\/strong><\/h3>\n\n\n\n

In January, 14 out of 21 sectors<\/strong> recorded a decline compared to the previous year. The hardest-hit sector was tobacco<\/strong> (-58.4%), followed by construction, industry and furnishings<\/strong> (-27.6%) and digital and household goods<\/strong> (-26.7%).<\/p>\n\n\n\n

Initiatives and campaigns<\/strong> (-18.1%), cosmetics and toiletries<\/strong> (-17.3%), vehicles<\/strong> (-17.0%), fashion and sport<\/strong> (-13.6%) and public transport<\/strong> (-13.0%) also experienced significant decline.Media<\/strong> (-7.3%), telecommunications<\/strong> (-7.1%), finance<\/strong> (-6.1%), pharmaceuticals and health<\/strong> (-4.3%) and leisure, gastronomy and tourism<\/strong> (-3.2%) also showed a downward trend compared to the previous year.<\/p>\n\n\n\n


Sector ranking<\/strong><\/h3>\n\n\n\n

Sector ranking for January.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Top advertisers and products<\/strong><\/h3>\n\n\n\n

The top advertisers and most advertised products and services (excluding range, image and other advertising) in January.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Media Mix<\/h3>\n\n\n\n

Media mix for January.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\n\n\n\n
<\/div>\n\n\n\n

Advertising pressure in the digital market<\/strong><\/h3>\n\n\n\n

Development of advertising pressure up to January 2025 in CHF million gross.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
<\/div>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Sector ranking: traditional vs. digital channels in comparison <\/strong><\/h3>\n\n\n\n

The finance sector<\/strong> led the digital advertising market, with retail<\/strong> coming in fourth \u2013 the exact opposite of their rankings in the traditional market. Leisure, gastronomy and tourism<\/strong> (second) and services<\/strong> (third) completed the top three in the digital market. In the traditional market, on the other hand, the food sector<\/strong> ranked second and leisure, gastronomy and tourism<\/strong> ranked third.<\/p>\n\n\n\n

In both rankings, the construction, industry and furnishings sector<\/strong> remained in the top third. On the other end of the scale, the tobacco sector<\/strong> came in last place in both markets. Media<\/strong> and energy<\/strong> both sit in the bottom third, while telecommunications<\/strong> and pharmaceuticals and health<\/strong> sit in the middle of both advertising markets.<\/p>\n\n\n\n

<\/div>\n\n\n\n

Sector ranking<\/strong><\/h3>\n\n\n\n

Sector ranking for January.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
<\/div>\n\n\n\n

Top digital products<\/strong><\/h3>\n\n\n\n

The most advertised products and services (excluding range, image and other advertising) in January.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

In the display<\/strong> sector, Active Fitness took first place, while booking.com was top of the search<\/strong> rankings and Chinese low-price retail giant Temu.com was at the top of the YouTube<\/strong> list. No product or service managed to break into the top 10 for more than one channel.<\/p>\n\n\n\n

<\/div>\n\n\n\n

Media Mix<\/h3>\n\n\n\n

Media mix for January.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/p>\n\n\n\n

Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50<\/p>\n\n\n\n

\n
2024 annual summary<\/a><\/div>\n<\/div>\n\n\n\n
\n
Advertising Market Trend December 2024<\/a><\/div>\n<\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Advertising Market Trend January 2025 While 2024 started with growth, 2025 started down 6.1% in the traditional advertising market, with a gross advertising pressure of CHF 261.0 million. This decline is due to a reduction in gross advertising pressure in more than half of all sectors. Of the traditional media groups, only out-of-home (+5.9%) and cinema […]<\/p>\n","protected":false},"author":12,"featured_media":192959,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[214,96],"tags":[],"class_list":["post-192735","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-werbemarkttrend-en","category-publications"],"acf":[],"yoast_head":"\nA subdued start to the year: only out-of-home and cinema withstood the decline in the advertising market - Werbekompass<\/title>\n<meta name=\"description\" content=\"Advertising Market Trend with the Media Mix, Top Products, Advertisers and Industries for January 2025.\" \/>\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-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A subdued start to the year: only out-of-home and cinema withstood the decline in the advertising market - 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