Positive trend continues
Advertising Market Trend
August 2025
August saw a slight stabilization in the “traditional” 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 percent lower than the previous year (2024) in a YTD comparison.
The media groups presented a mixed picture in August. While out-of-home (+7.9%) and cinema advertising (+4.5%) continued to increase, TV also showed a surprising 6.5 percent rise. By contrast, print (-3.6%) and radio (-16.1%) recorded declines.
Digital advertising pressure stood at CHF 172.2 million in August 2025, 6.0 percent below the same month in the previous year. Gross digital advertising pressure amounts to CHF 1,038.9 million in the year to date, down 25.3 percent compared to the previous year. At the channel level, search significantly increased its market share compared to the previous month (+66.3%), but was down year-on-year (-9.2%). Display increased by 4.3 percent and reached a share of 23.4 percent. YouTube, on the other hand, was down -5.1 percent for a 10.3 percent share of the digital media mix.
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 – 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.
Advertising pressure in the market as a whole
Advertising pressure development up to August 2025 in CHF million gross.
Retail dominated in August
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 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 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 (+27.9%), finance (+20.8%), transport (+15.7%) and leisure, gastronomy and tourism (+12.9%).
Tobacco products, initiatives and media post declines
In August, 11 sectors recorded declining trends or stagnated at the previous year’s level. This applied, for example, to pharmaceuticals & health (0.0%), which recorded a significant decline of 35.5 percent in the previous month. Tobacco products (-31.2%) and initiatives & campaigns (-30.3%) were among the biggest losers. Media (-23.4%), energy (-16.6%) and personal care (-10.6%) also declined sharply. Although the services sector posted a decline of 1.6 percent, on a year-on-year basis it is still above the previous year’s level.
Sector ranking
Sector ranking for August.
Top advertisers and products
The top advertisers and most advertised products and services (excluding range, image and other advertising) in August.
Media Mix
Media mix for August.
Advertising pressure in the digital market
Development of advertising pressure up to August 2025 in CHF million gross.
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 – 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.
Sector ranking YTD: traditional vs. digital channels in comparison
Retail and the financial sector remain in the top three in both markets. In the digital market, leisure, gastronomy and tourism leads the way with a market share of 19.4 percent. In the “traditional” market, the food sector completes the podium, slotting in behind retail, as mentioned above, and ahead of finance.
In both sectors, beverage, fashion & sports, cosmetics & body care and pharmaceuticals & health are positioned in the middle of the table.
In the digital market, cleaning brings up the rear (+0.2%). Tobacco products are second to last (1.0%) despite enormous growth in August. In the “traditional” market, cleaning is in the bottom third, with the trio of media (-23.4%), energy (-16.6%) and tobacco (-31.2%) rounding out the bottom of the table.
Sector ranking
Sector ranking for August.
Top digital products
The most advertised products and services (excluding range, image and other advertising) in August.
In the display segment, Pet Recycling Switzerland takes the top spot in August, while booking.com has been the undisputed leader in search since the beginning of the year and Nutella has risen to first place on YouTube.
While Tourism Switzerland ranked first on YouTube last month, the brand is now at the bottom of the table for display. Pepsi Zero had to yield the second position on YouTube to Zyn Tabakfree Nicotine Pouches (ranked eighth in July) and is now in third place. Kaex Basic, on the other hand, significantly improved in display, rising from eighth to second place.
No product or service was able to stay in the top 10 across multiple channels in August.
Media Mix
Media mix for August.
Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50
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