Slight decline in traditional market – digital remains strong

After the significant drop in September, the decline in the traditional advertising market lessened slightly in October. With gross advertising pressure of CHF 404.6 million, the result was 1.5 percent lower than in the previous year. This means development stabilized compared to the previous month, but it remained in negative territory.

Between January and October, traditional advertising pressure reached CHF 3,152.5 million, down 2.4 percent on 2024.

As in September, radio remained the only media category to show growth compared to the previous year. In October 2025, TV was only slightly below the 2024 figure (-0.3%). Print, out-of-home and cinema, on the other hand, remained below the previous year’s levels, in some cases significantly so.

Over the year as a whole, however, the picture is different: despite a strong fall season, radio recorded the biggest decline (-8.1%), followed by print (-4.8%) and TV (-3.2%). Only out-of-home and cinema increased (+2.8% and +5.4%, respectively).

While some sectors gained significant momentum in October, the majority fell behind the same month of the previous year. In the monthly ranking, the food sector led at CHF 45.7 million, just ahead of retail (CHF 44.1 million) and the financial sector (CHF 43.4 million). These three sectors combined once again accounted for the largest advertising volume, even though two of them declined in October.

As in previous months, the media (CHF 4.9 million), energy (CHF 2.9 million) and tobacco (CHF 1.3 million) sectors were at the bottom of the ranking. Despite the strong percentage increase (+155.7%), the tobacco sector remains the weakest sector for advertising in absolute terms.

Digital advertising pressure* remained well above the previous year’s figure, reaching CHF 288.2 million, a significant increase of 33.7 percent. In the YTD, the digital market stood at CHF 1,568.9 million, which is 12.1 percent below the previous year.

*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.

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Advertising pressure in the market as a whole

Advertising pressure development up to October 2025 in CHF million gross.

Seven sectors showing growth

The clear winners in October included several sectors that had already shown initial signs of recovery in late summer. The increase was particularly pronounced in services, which grew by 35.2 percent in the month-on-month comparison and had already recorded an increase (+14.4%) in September. Construction, industry & furnishings (+16.0%) and the automotive sector (+39.8%) also recorded significant increases, partly offsetting the declines of the previous months.

In line with the year as a whole, retail continued to grow strongly (October: +20.6%, YTD: +21.0%). This was driven by the retail giants Coop and Migros. In October alone, they generated a combined increase of CHF 10 million in gross advertising pressure in the sector compared to 2024.

The tobacco sector posted by far the strongest growth in October: at +155.7 percent in the month-on-month comparison, it achieved the highest relative growth of all sectors. Further moderate increases were recorded in personal care (+3.8%) and beverages, which were slightly up in the month-on-month comparison (+0.7%).

Significant declines in several major sectors

On the other hand, 14 sectors suffered (in some cases sharp) declines in October. Cosmetics & toiletries were particularly affected, with a decline of 25.2 percent. Several well-known advertising clients – L’Oréal, Migros and Unilever – significantly reduced their investments compared to October 2024.

Digital & household (-20.2%), telecommunications (-17.1%) and the financial sector (-11.1%) were also down compared to the same month of the previous year. Pharmaceuticals & health (-10.4%), fashion & sport (-9.3%) and the food sector (-5.0%) were also clearly in negative territory.

Sector ranking

Sector ranking for October.

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.

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Advertising pressure in the digital market

Development of advertising pressure up to October 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

In the course of 2025, there were clear differences in sector trends between the traditional and digital advertising markets. In both markets, retail and the financial sector remain among the three sectors with the strongest advertising. In the traditional market, the food sector completes the podium, while in the digital sector, leisure, gastronomy and tourism is at the top with a share of 19.2 percent.

The automotive sector is holding its ground in the top third of both markets. Pharmaceuticals & health, cosmetics & toiletries, fashion & sport, beverages, and digital & household are also stable in the mid-range in both areas.

At the end of the table, there was no change compared with the previous months:
in the traditional market, media, energy and tobacco products remain at the bottom. In the digital market, energy, tobacco products and cleaning occupied the lowest positions, continuing the pattern of previous months.

Sector ranking

Sector ranking for October.

Top digital products

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

October saw a clear picture in the digital advertising market: the top positions in the three channels were largely different compared to the previous month.

Activ Fitness took the lead in the display segment, followed by the Mercedes CLA Coupé, which also had a strong position in the upper ranking. Behind them came Switzerland Tourism, the Swiss Farmers’ Union and Friendly Work Space. Health and FMCG products – such as Zyn Nicotine Pouches and Red Bull – were also represented, but did not reach the top ranks in October.

On YouTube, Pepsi Zero took first place, clearly leading the monthly ranking. It was followed by Technogym and Kinder Bueno. H&M Damenbekleidung [women’s clothing] and Zyn Nicotine Pouches were also present again. The strong presence of entertainment titles such as Tron: Ares, Ghost of Yotei and Pokémon Legends Z-A, which completed the field of top-paid YouTube commercials, was also striking.

When it comes to search, Booking.com remained the undisputed leader with a clear lead. It was followed by Comparis.ch and the travel search engines Trivago.ch and Skyscanner.ch. The channel continues to be shaped by the strong presence of numerous travel platforms. The top ranking was rounded off by Yallo.ch, Opodo.ch, AXA.ch, eDreams.ch, Zurich.ch and Financescout24.ch, among others, all of which posted significant search volumes in October.

Overall, the digital market was once again highly diversified in October: while display and YouTube’s rankings were shaped by a broad mix of retail, fitness, mobility and entertainment, search remained clearly travel- and insurance-driven.

Media Mix

Media mix for October.

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