{"id":194504,"date":"2025-09-24T09:23:14","date_gmt":"2025-09-24T09:23:14","guid":{"rendered":"https:\/\/werbekompass.ch\/?p=194504"},"modified":"2025-09-24T09:38:09","modified_gmt":"2025-09-24T09:38:09","slug":"positive-trend-continues","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/positive-trend-continues\/","title":{"rendered":"Positive trend continues"},"content":{"rendered":"\n
<\/div>\n\n\n\n
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Advertising Market Trend<\/h1>\n\n\n\n

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

\"\"<\/figure><\/div>\n\n\n\n
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August saw a slight stabilization in the \u201ctraditional\u201d advertising market: the gross advertising pressure of CHF 258.4 million<\/strong> was 2.1 percent<\/strong> higher than in the same month of the previous year, building on the positive trend seen in July.<\/p>\n\n\n\n

The traditional advertising market came to CHF 2,369.4 million gross<\/strong>, 2.3 percent lower<\/strong> than the previous year (2024) in a YTD comparison.<\/p>\n\n\n\n

The media groups presented a mixed picture in August. While out-of-home (+7.9%)<\/strong> and cinema advertising (+4.5%) <\/strong>continued to increase, TV<\/strong> also showed a surprising 6.5 percent<\/strong> rise. By contrast, print (-3.6%)<\/strong> and radio (-16.1%)<\/strong> recorded declines.<\/p>\n\n\n\n

Digital advertising pressure stood at CHF 172.2 million<\/strong> in August 2025, 6.0 percent<\/strong> below the same month in the previous year. Gross digital advertising pressure amounts to CHF 1,038.9 million<\/strong> in the year to date, down 25.3 percent<\/strong> compared to the previous year. At the channel level, search<\/strong> significantly increased its market share compared to the previous month (+66.3%<\/strong>), but was down year-on-year (-9.2%).<\/strong> Display<\/strong> increased by 4.3 percent<\/strong> and reached a share of 23.4 percent. YouTube<\/strong>, on the other hand, was down -5.1 percent<\/strong> for a 10.3 percent share of the digital media mix.<\/p>\n\n\n\n

The traditional advertising market and the digital channels (search, YouTube, display) are shown separately to enable better comparability with the previous year. Fluctuations in online recording can be exacerbated by external influences \u2013 in particular, by technical updates undertaken by major platforms such as Google or YouTube. This applies in particular to search, which sees regular changes that may affect the ability to compare gross advertising pressure with the previous year.<\/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 August 2025 in CHF million gross.<\/p>\n\n\n\n

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Retail dominated in August<\/strong><\/h3>\n\n\n\n

Overall, only 10 out of 21 sectors managed to increase their advertising pressure in August compared with the same month in the previous year. Retail<\/strong> remained the undisputed front-runner at all levels: CHF 35.7 million in August, an increase of 29.5 percent, and a cumulative total of CHF 279.8 million YTD, which also amounts to an increase of 22.0 percent over the previous year. The food<\/strong> sector posted a markedly negative performance in August (-9.4%), but is still the second-strongest sector in 2025 in terms of gross advertising pressure. Other strong performers in August were vehicles<\/strong> (+27.9%), finance<\/strong> (+20.8%), transport<\/strong> (+15.7%) and leisure, gastronomy and tourism<\/strong> (+12.9%).<\/p>\n\n\n\n

Tobacco products, initiatives and media post declines<\/strong><\/h3>\n\n\n\n

In August, 11 sectors recorded declining trends or stagnated at the previous year\u2019s level. This applied, for example, to pharmaceuticals & health<\/strong> (0.0%), which recorded a significant decline of 35.5 percent in the previous month. Tobacco products<\/strong> (-31.2%) and initiatives & campaigns<\/strong> (-30.3%) were among the biggest losers. Media<\/strong> (-23.4%), energy<\/strong> (-16.6%) and personal care<\/strong> (-10.6%) also declined sharply. Although the services<\/strong> sector posted a decline of 1.6 percent, on a year-on-year basis it is still above the previous year\u2019s level.<\/p>\n\n\n\n


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

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

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

Media mix for August.<\/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 August 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

The traditional advertising market and the digital channels (search, YouTube, display) are shown separately to enable better comparability with the previous year. Fluctuations in online recording can be exacerbated by external influences \u2013 in particular, by technical updates undertaken by major platforms such as Google or YouTube. This applies in particular to search, which sees regular changes that may affect the ability to compare gross advertising pressure with the previous year.<\/p>\n\n\n\n

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

Retail<\/strong> and the financial sector<\/strong> remain in the top three in both markets. In the digital market, leisure, gastronomy and tourism<\/strong> leads the way with a market share of 19.4 percent. In the \u201ctraditional\u201d market, the food<\/strong> sector completes the podium, slotting in behind retail<\/strong>, as mentioned above, and ahead of finance<\/strong>.<\/p>\n\n\n\n

In both sectors, beverage<\/strong>, fashion & sports<\/strong>, cosmetics & body care<\/strong> and pharmaceuticals & health<\/strong> are positioned in the middle of the table.<\/p>\n\n\n\n

In the digital market, cleaning<\/strong> brings up the rear (+0.2%). Tobacco products<\/strong> are second to last (1.0%) despite enormous growth in August. In the \u201ctraditional\u201d market, cleaning<\/strong> is in the bottom third, with the trio of media<\/strong> (-23.4%), energy<\/strong> (-16.6%) and tobacco<\/strong> (-31.2%) rounding out the bottom of the table.<\/p>\n\n\n\n

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

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

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

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

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

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

In the display<\/strong> segment, Pet Recycling Switzerland<\/strong> takes the top spot in August, while booking.com<\/strong> has been the undisputed leader in search<\/strong> since the beginning of the year and Nutella<\/strong> has risen to first place on YouTube<\/strong>.<\/p>\n\n\n\n

While Tourism Switzerland<\/strong> ranked first on YouTube<\/strong> last month, the brand is now at the bottom of the table for display<\/strong>. Pepsi Zero<\/strong> had to yield the second position on YouTube<\/strong> to Zyn Tabakfree Nicotine Pouches<\/strong> (ranked eighth in July) and is now in third place. Kaex Basic<\/strong>, on the other hand, significantly improved in display<\/strong>, rising from eighth to second place.<\/p>\n\n\n\n

No product or service was able to stay in the top 10 across multiple channels in August.<\/p>\n\n\n\n

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

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

Media mix for August.<\/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

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2024 annual summary<\/a><\/div>\n<\/div>\n\n\n\n
\n
Advertising Market Trend July 2025<\/a><\/div>\n<\/div>\n\n\n\n

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

Advertising Market Trend August 2025 August saw a slight stabilization in the \u201ctraditional\u201d advertising market: the gross advertising pressure of CHF 258.4 million was 2.1 percent higher than in the same month of the previous year, building on the positive trend seen in July. The traditional advertising market came to CHF 2,369.4 million gross, 2.3 […]<\/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-194504","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-werbemarkttrend-en","category-publications"],"acf":[],"yoast_head":"\nPositive trend continues - Werbekompass<\/title>\n<meta name=\"description\" content=\"Media Focus presents the advertising market trend for August 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\/positive-trend-continues\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Positive trend continues - 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