{"id":193815,"date":"2025-05-20T11:42:50","date_gmt":"2025-05-20T11:42:50","guid":{"rendered":"https:\/\/werbekompass.ch\/?p=193815"},"modified":"2025-06-19T14:03:21","modified_gmt":"2025-06-19T14:03:21","slug":"the-negative-trend-continues","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/the-negative-trend-continues\/","title":{"rendered":"The negative trend continues"},"content":{"rendered":"\n
<\/div>\n\n\n\n
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Advertising Market Trend<\/h1>\n\n\n\n

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

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

The Swiss advertising market amounts to CHF 333.0 million gross for \u201ctraditional media\u201d, 5.0% down on the previous year. Compared with the previous month (-3.8%), the drop has once again increased noticeably.<\/p>\n\n\n\n

The cinema<\/strong> media group was the sole category to escape the negative trend, posting an increase of 33.3 percent compared to the same month in 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

The traditional advertising market came to CHF 1’193.5 million gross, 4.4 percent lower than the previous year (2024) in a YTD comparison.<\/p>\n\n\n\n

In the digital advertising market, while the results for search<\/strong> and display<\/strong> are lower than they were last year, YouTube<\/strong> continues to grow. Nevertheless, search<\/strong> takes the lead with a share of 49.7%, followed by display<\/strong> with 35.9 percent and YouTube<\/strong> with 14.4 percent.<\/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 April 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

A mere 7 out of 21 sectors in the traditional advertising market performed positively, contrary to the general downward trend, in April.<\/p>\n\n\n\n

Although retail<\/strong> clearly comes out top in a year-to-date comparison, it was only second in terms of gross advertising pressure in April. Nevertheless, the sector posted a strong increase of 37.9% compared to the same month in the previous year. This month\u2019s ranking was led by the food<\/strong> sector, with an increase of 10.5 %.<\/p>\n\n\n\n

Other sectors with significant growth were initiatives & campaigns<\/strong> (+21.6%) and media<\/strong> (+9.6%). Telecommunications<\/strong> (+7.1%), personal care<\/strong> (+4.7%) and digital & household<\/strong> (+4.0%) also performed well.<\/p>\n\n\n\n

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

More than half of all sectors reported declining results. The services<\/strong> sector performed the strongest, still making it into the top 10 of the ranking \u2013 despite a drop of 3.1 percent. This was followed by the finance<\/strong> (-3.8%), construction, industry and furnishings <\/strong> (-9.2%), events<\/strong> (-11.1%) and leisure, gastronomy and tourism <\/strong> (-13.5%) sectors.<\/p>\n\n\n\n

At the bottom of the table, tobacco<\/strong> and energy<\/strong> posted the largest percentage drops of -42.4 percent and -45.1 percent, respectively.<\/p>\n\n\n\n


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

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

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

Media mix for April.<\/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 April 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

Retail<\/strong> occupies the top position in both markets, although the digital market recorded declines both year-to-date and compared to the same month in the previous year.<\/p>\n\n\n\n

In the digital market, the leisure, gastronomy and tourism<\/strong> and finance<\/strong> sectors complete the top three. In the traditional market, conversely, initiatives & campaigns<\/strong> and food<\/strong> are the strongest sectors alongside retail<\/strong>.<\/p>\n\n\n\n

In both the digital and traditional markets, the construction, industry and furnishings<\/strong>, fashion & sports<\/strong> and pharmaceuticals & health<\/strong> sectors are positioned in the middle of the ranking.<\/p>\n\n\n\n

The energy <\/strong>sector brings up the rear in the traditional market, while it is fourth from bottom in the digital market. By contrast, cleaning<\/strong> is last in the digital market but occupies the 17th spot in the traditional market. Tobacco<\/strong> is in penultimate place in both markets.<\/p>\n\n\n\n

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

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

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

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

The wireless carrier spusu.ch<\/strong> took first place in the display<\/strong> sector, while booking.com<\/strong> was top of the search<\/strong> rankings and the Hennes & Mauritz ladies\u2019 clothes was at the top of the YouTube<\/strong> list. spusu.ch<\/strong> has dominated the display<\/strong> ranking since February, while booking.com<\/strong> has held the top position in search<\/strong> since January. TEMU.com<\/strong> was ranked in the bottom half for search<\/strong> and in the top half for YouTube<\/strong>.<\/p>\n\n\n\n

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

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

Media mix for April.<\/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
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Advertising Market Trend March 2025<\/a><\/div>\n<\/div>\n\n\n\n

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

Advertising Market Trend April 2025 The Swiss advertising market amounts to CHF 333.0 million gross for \u201ctraditional media\u201d, 5.0% down on the previous year. Compared with the previous month (-3.8%), the drop has once again increased noticeably. The cinema media group was the sole category to escape the negative trend, posting an increase of 33.3 […]<\/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-193815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-werbemarkttrend-en","category-publications"],"acf":[],"yoast_head":"\nThe negative trend continues - Werbekompass<\/title>\n<meta name=\"description\" content=\"Media Focus presents the advertising market trend for April 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\/the-negative-trend-continues\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The negative trend continues - 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