Upswing in June
Advertising Market Trend
June 2026
After a stable May compared to the previous year, June showed even more growth, achieving the second-highest percentage increase in gross advertising pressure in the first half of the year compared to 2025. June generated CHF 317.8 million, up 2.6 percent on the previous year. Overall, the traditional advertising market achieved a cumulative advertising pressure of CHF 1’875.1 million in the first half of the year, 1.0 percent higher than the previous year’s level.
A mixed picture emerged from the traditional media groups: in June, cinema (-50.6%), print (-10.4%) and radio (-5.6%) recorded year-on-year percentage declines. On the other hand, significant increases were observable in TV (+8.1%) and out-of-home (+14.4%).
However, the decline in print was largely driven by the discontinuation of «20 Minuten». Excluding this effect, the decline would have been around 4 percent, broadly in line with the year-on-year comparison for 2024/2025.
In the first half of the year (YTD), only out-of-home saw positive growth, with an increase of +18.0 percent.
In the digital market, the gross advertising pressure in June was CHF 246.3 million, significantly higher than the previous month of May (CHF 222.5 million). A comparison to the previous year – especially for search and YouTube – remains limited. Search dominated with a share of 71.2 percent, followed by display with 22.6 percent and YouTube with 6.2 percent.
Advertising pressure in the market as a whole
Advertising pressure development up to June 2026 in CHF million gross.
Positive performance in eleven sectors
June showed a positive development, especially in sectors related to technology and mobility. The telecommunications sector posted the strongest growth at +46.2 percent, driven by the Swisscom TV sponsorship campaign, among other things. This was followed by energy (+36.0%), public transport companies (+34.7%) and vehicles (+32.8%). At 19.1 percent, the food industry is likewise well above the previous year’s figure, and also tops the table due to its total advertising spend in the current month and YTD.
Initiatives & campaigns, pharmaceuticals & health, and building, industry, furnishings also show percentage increases compared to the previous year, as do cleaning and media.
Decline in ten sectors
On the other hand, ten sectors recorded significant year-on-year declines. Tobacco products (-46.6%) and digital & household (-36.0%) were particularly affected. Double-digit declines were also recorded in services (-18.3%), finance (-17.6%) and personal care (-16.3%).
Sector ranking
Sector ranking for June 2026.
Top advertisers and products
The top advertisers and most advertised products and services (excluding range, image and other advertising) in June 2026.
Media Mix
Media mix for June.
Advertising pressure in the digital market
Development of advertising pressure up to June 2026 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
As of June, the food industry leads the traditional market, as in the previous month, followed by retail trade and finance in second and third place. The picture is different in the digital market: here, the food industry comes in twelfth place, while retail trade comes fourth. The financial sector is also among the top three in the digital market, reaching second place behind leisure, gastronomy and tourism (first place) and before services in third. The leading position of leisure, gastronomy & tourism is supported in particular by Booking.com’s high advertising investment. Compared to the previous month, the top three in digital remain unchanged.
The different trends of the two markets compared to the previous year are particularly striking. In the digital advertising market, all but four sectors (beverages, cosmetics & toiletries, events and cleaning) increased their advertising spend. In the traditional advertising market, on the other hand, the picture is much more mixed, with a more balanced distribution of increases and decreases.
The different weighting of individual sectors between the two markets is also noteworthy. While the food industry occupies the leading position in the traditional advertising market, it is only twelfth in digital. The opposite is true for services: in the traditional market, the sector is ranked twelfth, while in the digital market it comes in third. In both rankings, the vehicles sector was in the top third; pharmaceuticals & health and fashion & sport took the middle third; and media, energy, cleaning and tobacco products the bottom third.
Sector ranking
Sector ranking for June 2026.
Top digital products
The most advertised products and services (excluding range, image and other advertising) in June 2026.
As of June, the food industry leads the traditional market, as in the previous month, followed by retail trade and finance in second and third place. The picture is different in the digital market: here, the food industry comes in twelfth place, while retail trade comes fourth. The financial sector is also among the top three in the digital market, reaching second place behind leisure, gastronomy and tourism (first place) and before services in third. The leading position of leisure, gastronomy & tourism is supported in particular by Booking.com’s high advertising investment. Compared to the previous month, the top three in digital remain unchanged.
The different trends of the two markets compared to the previous year are particularly striking. In the digital advertising market, all but four sectors (beverages, cosmetics & toiletries, events and cleaning) increased their advertising spend. In the traditional advertising market, on the other hand, the picture is much more mixed, with a more balanced distribution of increases and decreases.
The different weighting of individual sectors between the two markets is also noteworthy. While the food industry occupies the leading position in the traditional advertising market, it is only twelfth in digital. The opposite is true for services: in the traditional market, the sector is ranked twelfth, while in the digital market it comes in third. In both rankings, the vehicles sector was in the top third; pharmaceuticals & health and fashion & sport took the middle third; and media, energy, cleaning and tobacco products the bottom third.
Media Mix
Media mix for June 2026.
Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50
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