2023 Annual summary –
the Swiss advertising market

written by CAO Tina Fixle

The “traditional” advertising market generated CHF 3.95 billion in gross advertising pressure in 2023. This represents a modest drop of -1.1%. Outdoor advertising once more enjoyed increased popularity (+16.3%), cushioning falls in TV (-8.3%) and print (-3.6%) advertising. Radio and cinema advertising also experienced growth (5.1% and 9.0% respectively), albeit to a much lower level in absolute terms. The order in Media Mix remained unchanged, although media did draw closer together: TV (36%; -3 percentage points) and print (35%, -1 percentage point) led the way, with out-of-home (22%; +3 percentage points), radio (6%, +1 percentage point) and cinema (0.8%) bringing up the rear.

Looking at the world of online marketing, display and YouTube ads (CHF 536 m (+4.7%) and CHF 305 m (+8.8%) respectively) saw strong upward trends, although no longer in the two-figure percentage range as in previous years. The figures make it clear that digital advertising formats are continuing to grow in importance, even though the rate of growth has slowed slightly compared to previous years.

In terms of search ads, a direct comparison with the previous year is problematic as a result of the ongoing changes and updates that Google carried out in the second half of 2023 in particular. These continuous changes, which were also documented in detail in the media, led to significant fluctuations in the search results. This means that a direct comparison with 2022 would not be meaningful. That said, 2023 itself does provide a basis for internal comparisons and analyses despite its momentum.

Coop, Migros and P&G set the course – not everyone follows

Coop (1) continues to hold the top position (SoA% top 20: 28%) with a slight year-on-year decrease (-2%). In second place is Migros (2) with 16% (also with a slight decrease of -5%). In percentage terms, Procter & Gamble (3) and Swisscom (6) also significantly reduced traditional advertising pressure (-19% and -17% respectively) but have kept their places. Ferrero (4) and L’Oréal (5) also remain in the same positions despite slightly higher advertising pressure than in 2022 (+3% and +6% respectively).

On the other hand, the following four companies increased their investments in this area and have reaped the rewards in the ranking. Henkel (10) and Beiersdorf (8) have both risen 8 places compared to the previous year, while IKEA has jumped from 13th to 7th place and Galaxus has risen 3 places to make it into the top 10.

Jumbo has the largest percentage increase in the top 20 after its merger with Coop Bau+Hobby (+93%); this has catapulted the DIY company from 41st to 15th place. With increases nearing 40%, Unilever (16) and Nestlé (19) have both returned to the top 20. McDonald’s (11), Lidl (12), Denner (13), Interdiscount (14), Sunrise (17) and Aldi (20) reduced their traditional advertising pressure in 2023, with the first 5 losing their places in the top 10 and Aldi falling from 15th to 20th place. In percentage terms, Sunrise made the largest reduction (-36%).

Retailers – especially Migros and Coop – are also the forerunners when it comes to display ads. Along with Lidl and Denner, there are 4 retailers in the top 10. Swisslos, Philipp Morris and Google are among the new companies to make it onto the list, alongside the Swiss “institutions” Swisscom, UBS and Post.

On YouTube, entertainment companies dominate the rankings, with TikTok taking the top spot and Nintendo, Disney and Universal featuring in the top 10. Putting in a surprisingly strong showing was Smile Direct, which comes in at 2nd place, ahead of Beiersdorf. Migros, Lindt & Sprüngli and Coop also made it into the top 10.

As more of a pull form of marketing than a push one, search offers ideal insights into the needs of the average Swiss citizen. What do we actually do online? We book trips: Ab-in-den-Urlaub.ch (1), booking.com (3), ab-ins-blaue.ch (9). We shop: ottos.ch (2), galaxus (4), brack.ch (8), home24.ch (10). And we compare prices: comparis (6). The brands Sunrise.ch and Axa.ch come in at places 5 and 7 respectively and are almost the odd ones out here.

Automotive sector gathers pace again in 2023

2023 was a year of celebration for the automotive sector. Embattled by the COVID-19 pandemic and supply bottlenecks, the sector grew by 21.2%, climbing 3 places to number 5. Jeep and Škoda each have a product in the top 10 of newly advertised products for 2023 – both products being electric SUVs.

The only sectors to outperform the automotive sector in percentage terms were transport operators (+22.8%) and tobacco products (+82.1%), with the latter also having a product in the top 10, namely the IQOS heated tobacco system. However, this did not lead to any changes in the pecking order, other than among events (+3.3%), pharmaceuticals and health (+1.5%), and cleaning (+14.2%). Fashion and sport profited from the traditionally defensive advertising behavior of the telecommunications sector (-18.1%) and climbed one place in spite of a minimal reduction (-0.8%).

The right-hand side of the table shows the online orientation of the sectors. The telecommunications sector, which came in at just position 15 in the traditional market, shone through when it came to display, YouTube and search ads (in turquoise); coming in at 8th, 5th and 9th respectively, they are more than 4 places higher than in the rankings for traditional channels.

There are no changes in the order of the top 4 sectors in the traditional sector ranking, although there are deviations in advertising pressure (-3.9% to 3.3%). Food stayed ahead of retail, initiatives and campaigns, and the finance sector, the latter enjoying high online rankings, with 2nd place for display and search ads and coming top for YouTube.

Summary and outlook

2023 marked a phase of consolidation and gradual change in the Swiss advertising market. Despite the slight decline in the traditional advertising market, the rise in specific areas, such as outdoor advertising, radio and cinema, reveals a diverse and adaptive market structure. The ongoing strengthening of online marketing channels, such as display and YouTube ads, emphasizes the growing significance of digital advertising strategies, even if the rate of growth flattened out compared to previous years.

Changes in search engine marketing – especially with Google – reflect the ever-changing nature of technologies and user behavior patterns. This prompts companies to continually adjust and optimize their online presence and their search engine strategies.

Major players such as Coop, Migros and P&G continue to dominate the traditional advertising market while other brands are moving up the rankings, showing how dynamic and competitive the market is. The strong presence of retailers when it comes to display ads and the dominance of entertainment companies in the YouTube ads rankings emphasize the varying strategic orientations across the different advertising channels.

The automotive sector is experiencing a comeback, which suggests that it is recovering from the blows dealt to it by the pandemic. The telecommunications sector’s presence in traditional and online media is an interesting discrepancy.

All in all, 2023 offers important insights into the changing priorities and strategies in play on the Swiss advertising market. If sectors want to succeed in what is a fast-changing digital ecosystem, adaptability and a willingness to innovate will continue to be of major importance going forward. It will be exciting to see whether they all manage it in 2024. Certainly, one positive aspect is that the advertising market in 2024 will, according to various market leaders, likely remain at around the same level as 2023.

Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50

Annual review 2022

Highlights in December 2023

In the Search segment, a direct comparison with the previous year is problematic due to the ongoing adjustments and updates that Google made, particularly in the second half of 2023. These continuous changes, which were also documented in detail in the media, led to significant fluctuations in the search results. A direct comparison with 2022 is therefore not meaningful. However, despite its dynamic nature, 2023 itself provides a basis for internal comparisons and analyses.

We therefore recommend that you read our 2023 annual summary.

Advertising pressure in the market as a whole

Advertising pressure development up to December 2023 in CHF million gross

Sector ranking

Top advertisers and products

The top advertisers and most advertised products and services (excluding range, image and other advertising) in December

Media mix

Media mix for December 2023

Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50

Annual summary 2023 Advertising Market Trend November

Highlights in November 2023

Just like October 2023, November as a whole was also behind last year’s strong result (-29.5%), closing at CHF 558 million gross.

This trend is mainly due to the Search online media group. Google has implemented major updates that are having a huge impact on gross advertising volume. Due to these large fluctuations, a comparison cannot be made with the previous year / month, unfortunately.

However, if we just focus on traditional media, November 2023 was again the strongest month for advertising to date, with an increase of 3.7 percent.

The Out of Home (+38%) and Radio (+8%) media groups performed well in November.

All other media groups recorded slight declines, however.

In terms of sectors, Tobacco Products (+45.7%), Cleaning (+43.6%) and Transport Companies (+22.5%) recorded the greatest growth.

In a year-on-year comparison, the advertising market (traditional and online) fell by 10.7 percent, closing at CHF 5,650.8 million gross.

However, a look at the traditional advertising market reveals a stable level for the whole year compared to the previous year, with a slight increase of 1 percent. We are excited to see what December brings.

Advertising pressure in the market as a whole

Advertising pressure development up to November 2023 in CHF million gross

Cleaning and Tobacco on a high

As in October, only six sectors increased in November compared to the same month last year.

Following last month’s sharp rise (+40.2%), the Cleaning sector continued its significant growth in November (+43.6%). Only the Tobacco sector recorded an even higher increase (+45.7%).

Transport operators also maintained an upward trend (+22.5%), followed by Events (+6.8%), Food (+1.9%) and Cosmetics & toiletries (+0.2%).

15 sectors performed more weakly in November

In the sectors that performed more weakly, the picture was also similar to that in October.

The Fashion & sport sector recorded the sharpest fall in October (-46.1%) and continued this trend in November (-60%). Once again followed by Services (-57.2%), the Energy sector (-50.6%) and Leisure, gastronomy and tourism(-48.4%).

Advertising pressure also declined in the Construction, Industry and Furnishings (-47.9%), Digital & household (-47.6%) and Vehicles (-33.2%) sectors.

Top advertisers and products

The top advertisers and most advertised products and services (excluding range, image and other advertising) in November

Media mix

Media mix for November 2023

Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50

Annual review 2022 Advertising Market Trend Oktober

Highlights in October 2023

Advertising pressure achieved a striking peak of CHF 796.2 million in October 2022. Despite a new high of CHF 611.2 million gross in October 2023, this was 23.2 percent below the previous year’s level.

This can primarily be explained by the media group search. Google has made an unusually high number of adjustments this year in the area of advertising, impairing the ability to compare with data from 2022. However, TV, print, cinema and display also recorded significant declines compared to the previous year.

The advertising market is also significantly behind – by 8.1 percent – across the whole year (YTD) with CHF 5,089.7 million gross.

The decline has hit the online-focused fashion and sport sector hardest (-46.1%). On the other hand, the cleaning sector has increased advertising pressure considerably by 40.2 percent.

Advertising pressure in the market as a whole

Advertising pressure development up to October 2023 in CHF million gross

Only 6 sectors increased in October

Only six sectors recorded an increase in advertising pressure compared to the previous year in October.

The cleaning sector stood out particularly as it recorded a substantial increase in its gross advertising pressure of 40.2 percent, which was the highest growth in all sectors.

Initiatives and campaigns also experienced growth of 12.7 percent in October, driven by the elections.

The public transport sector continued its trend of significant growth with a rise of 12.1 percent compared to the same month last year.

The cosmetics and toiletries (+9.7%), media (+3.2%) and events (+1.5%)sectors were also able to record slight increases.

Four sectors reduced by over 40 percent

In October, the advertising market recorded another increase compared to the previous month. However, it is significantly behind the previous year’s level. Overall, 15 sectors have reduced their advertising activities, with 14 of them recording double-digit declines.

The fashion and sport sector experienced the largest drop in October (-46.1%), followed by services (-44.7%).

The energy sector also significantly reduced its advertising activities by 44.4 percent compared to the same period in the previous year.

The leisure, gastronomy and tourism sector also experienced a strong decline in its advertising pressure with a drop of 44.2 percent compared to the previous year.

Top advertisers and products

The top advertisers and most advertised products and services (excluding range, image and other advertising) in October

Media mix

Media mix for October 2023

Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50

Annual review 2022 Advertising Market Trend September

Highlights in September 2023

The advertising market experienced a moderate slowdown in September compared to the very strong advertising month in the previous year and closed with gross sales of CHF 573.3 million. This represents a decline of 13.4 percent compared to the previous year. There has also been a decline of 5.6 percent YTD.

However, compared to the previous month, August recorded a significant increase of 17.5 percent following the usual summer slump.

The tobacco sector posted the most significant increase, with a rise of 40.1 percent in advertising pressure. At the same time, the largest reduction was observed in the energy sector, with a decline of 65.6 percent.

Advertising pressure in the market as a whole

Advertising pressure development up to September 2023 in CHF million gross

Tobacco sector with the biggest increase

In September, the tobacco sector recorded a strikingly strong increase in advertising pressure of 40.1 percent compared to the previous year, meaning that it topped the list of industries with the strongest rise.

The cosmetics and toiletries sector is also noteworthy as it achieved an increase of 18.4 percent in advertising pressure.

The cleaning sector achieved the third-highest increase with a substantial rise of 7.8 percent.

Further reductions in the energy sector

The largest reductions were observed in the energy sector, personal care and services.

The energy sector recorded a drastic decline of 55.0 percent in August and it is 65.6 percent behind 2022 in September. It is therefore already 30.4 percent behind YTD.

The personal care sector also declined significantly in September (-45.0%) and generated significantly less advertising pressure YTD (-28.3%).

The third-largest reduction in September was observed in services (-40.8%).

Top advertisers and products

The top advertisers and most advertised products and services (excluding range, image and other advertising) in September

Media mix

Media mix for September 2023

Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50

Annual review 2022 Advertising Market Trend August

Highlights in August 2023

After falls in June and July, the advertising market enjoyed an upswing in August 2023 with an increase of 7 percent, closing with CHF 485.3 million gross.

A closer look at the various sectors shows that the finance sector, public transport companies and the automotive industry enjoyed positive growth. In contrast, the energy sector, construction, industry & furnishings and personal care experienced double-digit percentage declines. Overall, 15 sectors increased their advertising pressure, while six sectors had lower figures than in the previous year.

The cumulative advertising pressure (YTD) for 2023 is just under the 4 billion mark at CHF 3,901 million gross and is therefore 4.4% behind the previous year.

Advertising pressure in the market as a whole

Advertising pressure development up to August 2023 in CHF million gross

Public transport, finance and automotive experience strong growth

The finance sector once again enjoyed significant growth of 36.0 percent in August compared to the same month in the previous year, and has also been strong YTD (+30.8 percent). This is reflected in the advertising pressure of CHF 46.5 million gross in August 2023.

The rise for public transport companies is even greater – they recorded impressive growth of 66.8 percent and have increased advertising pressure by a third YTD. Public transport companies’ gross expenditure in August 2023 was CHF 10.2 million.

The automotive sector experienced growth of 49.2 percent in August and had two products (the VW ID.3 electric car and Škoda Enyaq Sportline electric SUV leasing) in the top 10.

Significant fall in the energy sector

On the other hand, however, there were sectors that recorded a significant fall in August.

The energy sector experienced a drastic decline of 55.0 percent. The construction, industry & furnishings sector also fell in August (-20.3%). Both sectors are also significantly behind YTD.

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 2023

Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50

Annual review 2022 Advertising Market Trend July

Highlights in July 2023

Gross advertising pressure reached 390.8 million gross in July, a reduction of 5.2 percent compared to the previous year. As in previous years, the summer slump will also be palpable in 2023. However, cinema and out-of-home seemed to buck the summer slump trend in July and increased their advertising pressure in the double-digit range.

YTD advertising pressure was 5.9 percent below the previous year’s figure, with a gross volume of CHF 3,412 million.

Advertising pressure in the market as a whole

Advertising pressure development up to July 2023 in CHF million gross

Financial sector well above 2022

The sector ranking remained almost unchanged in July. Only cosmetics & body care and events changed places.

The financial industry performed remarkably well YTD, generating almost a third more advertising pressure in 2023. While it came in sixth in the same period in 2022, it now moves up to second place. However, in July it only registered the fourth largest increase (+15.1%). Tobacco (+363.7%), cleaning (+74.6%) and telecommunications (+21.3%) achieved even more significant increases in July.

Summer slump in 12 sectors more pronounced than in 2022

The lower advertising spend in the summer is clearly palpable in 12 of the 21 sectors. As in June, the energy sector (-37.2%), fashion and sport (-28.2%) and construction, industry and furnishings (-27.9%) recorded the strongest reductions. These three sectors achieved significant increases in July of the previous year.

Top advertisers and products

The top advertisers and most advertised products and services (excluding range, image and other advertising) in July

Media mix

Media mix for July 2023

Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50

Annual review 2022 Advertising Market Trend June

Highlights in June 2023

The outcome of the first six months of the advertising year has been revealed – CHF 3,019 million gross. This represents a drop of 6.1 percent. A total of 14 sectors are lagging behind last year’s figures (YTD).

After May’s 9.3 percent rise, the dampening of advertising pressure in June once again heralded the arrival of the summer slowdown. In June, the advertising market showed a drop of 6.5 percent compared to the previous year, closing out at a gross figure of CHF 469 million. This development has certainly been driven by a disproportionate decline in searches*. The conventional channels have actually shown an uptick of 5.7 percent. The biggest influence here was the out-of-home media group, with an increase of 27 percent in comparison with 2022.

*Google has also integrated their AI “Bard” into Google Search since mid-May 2023. As a result, the internal structure of the HTML pages was adjusted in both desktop and mobile search.
We had to follow up on these changes in our system, which in some cases resulted in fewer ads being recorded in June than in previous months. This results in a break in the trend in June 2023. Ad capture is now back to normal levels. We regret the circumstances and will carefully monitor further changes from Google.

Advertising pressure in the market as a whole

Advertising pressure development up to June 2023 in CHF million gross

Strong performance in finance in June and in the YTD

In June, the finance sector recorded a significant increase in advertising pressure (+40.3%) and shows a strong presence in the sector ranking for the year to date with a rise of 31.7 percent. This means it comes up in second place in the mid-year financial statements.

Although retail has generated more advertising pressure in the YTD, it stagnated in June (-0.5%). The food industry managed to increase its advertising pressure both in June (+16.1%) and in the YTD (+1.9%), coming in at third place.

Compared to the previous year, only eight sectors achieved an increase in June. The tobacco industry, which, along with a noticeable increase in June (+64.4%), also enjoyed a considerable rise in the YTD (+76.9%), came out on top. With strong campaigns on climate protection legislation, the initiatives & campaigns sector was also able to record an increase (+22.2%), and cleaning also made considerable gains (+48.6%).

Cultural activities, including concerts, open-air shows and sports events such as the Weltklasse Zürich, fired up the events sector, which, like the food industry, rose by 16.1 percent.

Last but not least, advertising pressure in the public transport sector also rose in June (+3.4%).

Nine sectors record double-digit declines

A total of 13 sectors reduced their advertising pressure, and nine of those recorded double-digit declines.

The largest drop can be seen in the energy industry, which showed a decline of 36 percent in terms of advertising pressure. Even the construction, industry and furnishings sector, which made it into the top five in the YTD, saw a considerable drop (-34.8%).

As in May, the fashion and sports sector, with a reduction of 29.9 percent, showed the third-greatest decline, despite coming in at around average in the YoY comparison.

Despite summery temperatures, advertising activities in the leisure, gastronomy and tourism sector – with and without searches – remained quiet (-25.3%). The services sector (-25.0%) was also one of the five sectors with the biggest declines in June.

Top advertisers and products

The top advertisers and most advertised products and services (excluding range, image and other advertising) in June

Media mix

Media mix for June 2023

Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50

Annual review 2022 Advertising Market Trend May

Highlights in May 2023

Both billboard advertising (+19%) and online advertising (+28%) drove the Swiss advertising market, resulting in gross advertising pressure of CHF 564.0 million, up 8.2 percent on the previous month. Compared to the previous year, the advertising market recorded an increase of 9.3 percent.

However, advertising pressure for the current year (YTD) is still 6.1 percent behind 2022 at CHF 2,546.9 million gross. In comparison, in 2019, the last year before the slump caused by the coronavirus pandemic, the CHF 3 billion mark had already been exceeded by May. We are eagerly awaiting June and the half-year results.

Advertising pressure in the market as a whole

Advertising pressure development up to May 2023 in CHF million gross

Top three sectors showing stability

A total of 13 industries increased their advertising pressure in May. The top three, retail (+14.9%), finance (+47.5%) and food (+21.6%), were also able to consolidate their leading position in May. As was the case in April, the finance sector was also able to report the third-highest increase in May. Only the tobacco sector (+120%) and the automotive sector (+52.4%) showed even stronger growth.

Other sectors with strong advertising performance in May were energy (+44.9%), media (+17.1%), cleaning (+14.3%) and services (+11.6%).

Warmer temperatures make people want to go on vacation, and this is also reflected in the leisure, gastronomy and tourism sector (+11.5%), and the top products with search (Ab-in-den-urlaub.ch) and without search (TCS ETI travel insurance).

Cosmetics and toiletries sees a further reduction

In May, a total of eight industries reduced their advertising pressure, although only three showed a double-digit reduction.

The telecommunications sector recorded the highest reduction with a drop of 17.5%. The cosmetics and toiletries sector also reduced its advertising pressure, as in April, recording a decrease of 10.9%. The third highest reduction was recorded in the fashion and sport sector, with a decrease of 10%. Interestingly, all three sectors also reported a year-on-year decline.

Top advertisers and products

The top advertisers and most advertised products and services (excluding range, image and other advertising) in May

Media mix

Media mix for May 2023

Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50

Annual review 2022 Advertising Market Trend April

Highlights in April 2023

After a strong advertising month in March, advertising pressure decreased by 10% in April as usual, closing with CHF 520.1 million gross. Although 11 out of 21 sectors reduced their advertising pressure, the month of April was only slightly down on the previous year with minus 2%.

As in the previous month, public transport (+98.9%) and finance (15.5%) continued to increase their advertising activities in April, with the vehicle industry also strengthening its advertising (+28.5%).

The biggest decreases compared to the previous year can be seen in the personal care (-33.8%), digital & household (-27.5%) and cosmetics and toiletries (-22.7%) sectors.

At CHF 1,980.8 million gross, total advertising pressure for the first four months of the year is down by 9.8% on the annual advertising pressure of 2022.

Advertising pressure in the market as a whole

Advertising pressure development up to April 2023 in CHF million gross

Public transport and finance continue to increase

As in the previous month, public transport (+98.9%) saw a significant increase in April. The sector is therefore up 77.5% on the previous year’‘s value for the current year, recording the biggest percentage increase in comparison to all other sectors.

The vehicle industry also ramped up its advertising activities in April (+28.5%). With the VW California and the Opel Corsa Now+, two products from the sector are now among the top 10 most advertised products.

The finance sector recorded the third highest increase (+15.5%) in comparison to the previous year, coming in strong overall with a YTD increase of 24.6%.

Personal care still defensive in advertising in April

Of the 21 sectors, 11 reduced their advertising pressure in April. Particularly notable is the decline in the personal care (-33.8%) sector, a sector that had already recorded a decline of 43.3% in March.

Advertising continues its decline in the digital & household sector (-27.5%). Both sectors are therefore more than 20% down on the previous year’s value for the current year.

Other sectors recording two-digit decreases in April include cosmetics and toiletries (-22.7%), tobacco products (-16.3%), telecommunications (-15.6%), services (-13.1%), initiatives & campaigns (-12.5%), pharmaceuticals & health (–11.7%) and construction, industry and furnishings (-10.7%).