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December well below previous year

The “traditional” advertising market closed out the year with gross advertising pressure of CHF 355 million in December, putting it 5.8% down on the previous year’s figure. This was a striking drop of 14% compared to the month prior.

All told, annual advertising pressure YTD is sitting at CHF 3,995.3 million gross, just 0.9% below the previous year’s level.

None of the traditional media groups posted growth compared to the previous year. The sharpest decline was in cinema (-10.3%)*, followed by TV (-6.7%) and print (-5.5%). The media groups radio (-5.2%) and out-of-home* (-4.4%) also experienced downward momentum.

* There are still deliveries outstanding in the areas of out-of-home and cinema for the fourth quarter, although this will have little impact on the overall trend.

Results for digital media were mixed. While YouTube increased compared to the previous year, search and display declined.

For a more detailed analysis of the market as a whole, take a look at our 2024 annual summary.

Advertising pressure in the market as a whole

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

Sector ranking

Sector ranking in December.

Top advertisers and products

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

Media Mix

Media mix for December.


Advertising pressure in the digital market

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

Sector ranking

Sector ranking in December.

Top digital products

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

Media Mix

Media mix for December.

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

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