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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

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