{"id":193682,"date":"2025-04-17T08:21:13","date_gmt":"2025-04-17T08:21:13","guid":{"rendered":"https:\/\/werbekompass.ch\/?p=193682"},"modified":"2025-06-19T14:03:50","modified_gmt":"2025-06-19T14:03:50","slug":"werbemarkt-trend-maerz-2025","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/werbemarkt-trend-maerz-2025\/","title":{"rendered":"Negative trend across all traditional media groups"},"content":{"rendered":"\n
<\/div>\n\n\n\n
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Advertising Market Trend<\/h1>\n\n\n\n

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

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

The Swiss advertising market for \u201ctraditional\u201d media closed March 2025 down 4.0 percent on the same month the previous year, at a total of CHF 340.7 million gross. The drop in March was even steeper than it had been the month before (-3.2%).<\/p>\n\n\n\n

No media group was able to escape the negative trend and exceed the figure for the same month the previous year. Nevertheless, the ranking within the media mix remains unchanged: TV<\/strong> first, followed by print<\/strong>, then out-of-home<\/strong>, radio <\/strong>and cinema<\/strong>.<\/p>\n\n\n\n

After the first quarter, advertising pressure in the traditional advertising market thus stands at CHF 859.5 million gross, equivalent to a 4.3 percent drop already on 2024.<\/p>\n\n\n\n

Despite the significant Google adjustments, search<\/strong> still leads the way in the digital advertising market, accounting for a 52.3 percent share. It is followed by display advertising<\/strong> at 33.1 percent, then YouTube<\/strong> at 14.6 percent.While the results for search<\/strong> and display<\/strong> are lower than in the previous year, YouTube<\/strong> continues to grow.<\/p>\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 March 2025 in CHF million gross.<\/p>\n\n\n\n

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Retail continues to dominate<\/strong><\/strong><\/h3>\n\n\n\n

Only 8 out of 21 sectors in the traditional advertising market bucked the general downward trend by reporting positive figures.<\/p>\n\n\n\n

Retail<\/strong> significantly outperformed the other sectors in terms of gross advertising pressure both in March (CHF 36.2 million) and YTD. It only recorded modest growth of 5.8 percent compared with the same month the previous year, however. Other sectors posted much greater increases, such as media<\/strong> (+18.2%), cleaning<\/strong> (+17.6%) and digital & household<\/strong> (+17.0%).<\/p>\n\n\n\n

Leisure, gastronomy and tourism<\/strong> (6.4%), pharmaceuticals & health<\/strong> (+4.4%), public transport<\/strong> (+13.7%) and personal care<\/strong> (+2.1%) also reported positive figures.<\/p>\n\n\n\n

Downward trend in 13 sectors<\/strong><\/strong><\/h3>\n\n\n\n

In spite of their higher placing, many of the sectors in the top third in the ranking are in the red. These include food<\/strong>, which retains second spot despite a drop of 6.9 percent. The top third is rounded out by construction, industry and furnishings<\/strong> (-9.6%), initiatives & campaigns<\/strong> (-3.7%), automotive<\/strong> (-9.1%) and finance<\/strong> (-1.1%).<\/p>\n\n\n\n

At the bottom of the table, energy<\/strong> and tobacco <\/strong>posted the largest percentage drops of -58.8 percent and -29.1 percent, respectively.<\/p>\n\n\n\n


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

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

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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 March.<\/p>\n\n\n\n

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

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

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

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

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

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

In both markets, the leisure, gastronomy and tourism<\/strong> and retail<\/strong> sectors remained in the top 3.<\/p>\n\n\n\n

In the digital market, leisure, gastronomy and tourism<\/strong> leads the way both YTD and in the current month. In the traditional market, on the other hand, retail<\/strong> occupies the top spot.<\/p>\n\n\n\n

The beverages<\/strong> sector lies in 14th place in both the digital and the traditional market. Pharmaceuticals & health<\/strong> and cosmetics & toiletries<\/strong> likewise hover around the middle of the ranking in both markets.<\/p>\n\n\n\n

The tobacco <\/strong>sector brings up the rear in the traditional market, while it is third from bottom in the digital market. By contrast, cleaning<\/strong> is bottom of the ranking in the digital market but occupies 16th spot in the traditional market.<\/p>\n\n\n\n

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

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

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

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

The wireless carrier spusu.ch again took first place in the display<\/strong> sector, while booking.com<\/strong> was top of the search<\/strong> rankings, as it was the previous month, and ZYN tobacco-free nicotine pouches<\/strong> were at the top of the YouTube<\/strong> list. Swiss Airlines flights<\/strong> and swiss.com<\/strong> each occupy ninth place in the display<\/strong> and search<\/strong> sectors, respectively.<\/p>\n\n\n\n

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

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

Media mix for March.<\/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 February 2025<\/a><\/div>\n<\/div>\n\n\n\n

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

Advertising Market Trend March 2025 The Swiss advertising market for \u201ctraditional\u201d media closed March 2025 down 4.0 percent on the same month the previous year, at a total of CHF 340.7 million gross. The drop in March was even steeper than it had been the month before (-3.2%). No media group was able to escape […]<\/p>\n","protected":false},"author":4,"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-193682","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-werbemarkttrend-en","category-publications"],"acf":[],"yoast_head":"\nNegative trend across all traditional media groups - Werbekompass<\/title>\n<meta name=\"description\" content=\"Media Focus presents the advertising market trend for March 2025: top sectors, advertisers, products and media mix.\" \/>\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-maerz-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Negative trend across all traditional media groups - 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