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Slight decline in advertising pressure in June

The “traditional” advertising market closed June with gross advertising pressure of CHF 315 million, in the red for the third time this year (-2.8%). At CHF 1.9 billion gross, the Swiss advertising market in the first half of 2024 was roughly on par with the previous year (+0.2%).

With the exception of print (-5.8%), all media groups grew, led by cinema (+14.6%), out-of-home (+6.3%) (once again including live systems for 2023 and 2024 since the half-year results), radio (+4.2%) and TV (+1.3%). The latter media group benefited last month from the European Football Championship (June: +7.1%). However, this could not stop the decline in June (-2.8%), mainly due to print media, which posted a deficit of 12%, and out-of-home, which was in the red for the first time this year (-2.7%). While cinema (0.5%) remained stable compared to last year, radio (+2.9%) and TV (+7.1%) increased.

A comparison with the previous month clearly shows the beginning of the summer slump (-10.5%). Nevertheless, advertising pressure in the second quarter was CHF 1.014 billion, up from CHF 885.5 million in the first quarter.

In digital media, there was a positive trend in all categories. While display and YouTube grew by only six and twelve percent respectively, search engine advertising grew by 51 percent (more keywords).

From 2024, we will be reporting the traditional advertising market and digital channels (search, YouTube, display) separately to ensure better comparability to the previous year. Volatility in recording in the online sector, due to external influences such as adjustments made by Google, can lead to larger fluctuations throughout the year. In the search sector in particular there were numerous adjustments and changes made by Google in the last half of the year, which made comparing gross advertising spending with the previous year difficult.

Advertising pressure in the market as a whole

Advertising pressure development up to June 2024 in CHF million gross.

Decline in a slight majority of sector

Slightly more than half of all sectors posted decline in June compared to the previous year. The media sector experienced the largest percentage decline at -39.3%. This was followed by transportation (-27.3%) and initiatives & campaigns (-22.9%). Construction, industry, furnishings (-4.4%) recorded the smallest decline, followed by food (-5.5%).

An increase in 10 sectors

In total, ten sectors recorded positive growth in June compared to the previous year. The strongest increase was recorded by the energy sector, which is subject to little advertising pressure, with a rise of 129.8%. Cosmetics & toiletries (+45.3%) and leisure, gastronomy, tourism (+27.8%) followed at a considerable distance. While digital & household (+1.6%), automotive (+3.6%) and beverages (+8.3%) recorded a slight increase, pharmaceuticals & health remained at the same level as the previous year.

Sector ranking

Sector ranking 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.


Advertising pressure in the digital market

Advertising pressure development up to June 2024 in CHF million gross.

Sector ranking: traditional vs. digital channels in comparison

In the “traditional” market, the food sector is in first place, while in the digital market it is in eleventh place. Retail is first in the digital market and second in the “traditional” market, meaning that this sector is very strong in both markets. The leisure, gastronomy, tourism sector ranks third in the digital market and fourth in the “traditional” market. In third place is construction, industry, furnishings, which ranks sixth in the digital market.

The tobacco sector is at the bottom of the table in both markets. It ranks at the bottom in the “traditional” market and second to last in the digital market. There, the cleaning sector is at the bottom of the table. Energy is second to last in the “traditional” market and 19th in the digital market.

Digital & household, telecommunications and pharmaceuticals & health are in the middle of the table in both markets.

Sector ranking

Sector ranking in June.

Top digital products

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

In the display sector, UBS Sponsoring and the Swisslos Euromillions lottery lead the way. These products are not in the top ten for the other two channels. On YouTube, the TikTok mobile app and the Audi Q6 e-tron eletric SUV are at the top. Neither of these products can be found on the other channels. In search, hostpoint.ch and sunrise.ch top the list. As with the display and YouTube channels, these products are not in the top ten of the other channels.

TEMU.com was the only product that made it onto two channels. It ranks third on both the display and YouTube channels.

Media Mix

Media mix for June.

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

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