October slightly down on previous year

The “traditional” advertising market closed out October at CHF 408.4 million, putting it 3.0 percent down on the previous year’s figure. However, this was a minimal increase of 5.4 percent compared to the month prior.

All told, annual advertising pressure YTD is sitting at CHF 3’226.4 gross, a slight 0.1 percent up on the previous year’s figure.

Of the “traditional” media groups, only cinema (+21%) posted growth on the year before. The out-of-home media group (following the half-year results this once again includes Livesystems for 2023 and 2024) is largely unchanged on the previous year. The radio, TV and print media groups all recorded a decline. This was steepest for radio at -7 percent, followed by print (-5%) and TV (-4%).

Trends across digital media are neutral to positive. While display remains at the previous year’s level, YouTube and search managed to grow.

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 October 2024 in CHF million gross.

Just over half of sectors saw improvements

The food sector remains in first place both in its YTD ranking and in the October ranking, posting an increase of 5.0 percent in October. The sector to record the greatest percentage growth was telecommunications, at 40.4 percent. The leisure, gastronomy and tourism, cleaning and finance sectors are also well in the black. The finance sector is in fourth place YTD, but made it up to the second spot in the October ranking.

Decline in 10 sectors

In October, a total of ten sectors posted declines on the previous year. This was particularly pronounced for tobacco (-43.2%), vehicles (-39.6%) and beverages (-23.0%). Other sectors also recorded negative year-on-year performances, including public transport at -19.6 percent and personal care at -7.5 percent. Retail is down almost 10 percent (-9.7%), putting it in third place behind the finance sector.

Sector ranking

Sector ranking in 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

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

Sector ranking: traditional vs. digital channels in comparison

In the digital market, the finance sector occupies top spot both YTD and in October. Retail and leisure, gastronomy and tourism make up the rest of the top three, again both in terms of YTD ranking and in October. The food, finance and retail sectors lead the way in the “traditional” market. In the digital market, the food sector only finishes in the middle of the pack, in 10th place. Leisure, gastronomy and tourism, on the other hand, have maintained their position in the top third in the “traditional” market.

For both rankings, energy, tobacco, media and cleaning finish in the bottom third. In the digital market, energy is third from bottom, tobacco one below and cleaning in last place. In the “traditional” market, tobacco is rock bottom, while energy is one place higher and media third from bottom. Just like in the digital market, the same sectors as last month find themselves at the bottom of the table.

Sector ranking

Sector ranking in October.

Top digital products

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

Active Fitness tops the table for display, while Le Gruyère Hart- & Schnittkäse is in pole position for YouTube and ab-in-den-urlaub.ch is in first place for search. No product or service managed to break into the top 10 for more than one channel.

Media Mix

Media mix for October.

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