Highlights in August 2024
The “traditional” advertising market closed out August at CHF 249.3 million, putting it 8.3 percent down on the previous year’s figure. However, this was a slight increase of 2.8 percent compared to the month prior: August is battling its way out of the summer slump.
All told, annual advertising pressure YTD is sitting at CHF 2,400.7 gross, just under the previous year’s level by 0.1 percent.
A decline on the previous year is seen across all the “traditional” media groups. Cinema recorded a fall of 35 percent, followed by print media with a downswing of 10 percent and TV with a drop of 8 percent. The lowest reductions in percentage terms are in out-of-home and radio advertising. In August, out-of-home fell by 6 percent (this once again includes Livesystems for 2023 and 2024 following the half-year results) and radio by 3 percent.
The trends are primarily negative in the digital media space, too: display (-11%) and search (-10%) have tumbled compared to the previous year. YouTube, conversely, has grown by 9 percent on the previous year.
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 August 2024 in CHF million gross.
Only five sectors rose
While the food sector remains at the top of the leaderboard YTD, it fell behind retail and initiatives & campaigns in August – despite an uptick of 10.1 percent on the previous year. This makes the food sector one of the five areas that increased in August, compared to the previous year. The others include cosmetics & toiletries, cleaning, personal care and energy.
Decline in 16 sectors
All told, 16 sectors saw a decline in August compared to the previous year. While tobacco (-52.8%), media (-38.1%) and vehicles (-37.2%) fell the most, other sectors – such as public transport (-28.5%), telecommunications (-23.8%) and services (-22.8%) – were also in the red.
Sector ranking
Sector ranking in August.
Top advertisers and products
The top advertisers and most advertised products and services (excluding range, image and other advertising) in August.
Media Mix
Media mix for August.
Advertising pressure in the digital market
Advertising pressure development up to August 2024 in CHF million gross.
Sector ranking: traditional vs. digital channels in comparison
Retail takes the top slot in the digital market YTD, but only finished third in August. The food, retail and initiatives & campaigns sectors make up the top three in the “traditional” market. In the digital market, though, food and initiatives & campaigns only managed to take 11th and 14th place respectively. The finance, and leisure, gastronomy, tourism sectors are second and third in the digital market, but sixth and fifth in the “traditional” market.
Cosmetics & toiletries, pharmaceuticals & health and telecommunications are in the middle of the table in the digital and traditional markets alike.
The energy and tobacco sectors finished in the bottom third of both market rankings. In the digital market, energy is third from last and tobacco is in the penultimate position, while cleaning brings up the rear. In the “traditional” market, tobacco is in last place, while energy is second to last and media third from last.
Sector ranking
Sector ranking in August.
Top digital products
The most advertised products and services (excluding range, image and other advertising) in August.
TEMU.com tops the table for display, while SBB takes the lead for YouTube and booking.com for search. Alongside being well-positioned for display, the Chinese retail platform TEMU.com is also faring well on YouTube, where it took seventh place. Brack.ch was also able to gain a foothold on two channels, finishing seventh for display and ninth for search.
Media Mix
Media mix for August.
Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50
Annual review 2023 Advertising Market Trend July 2024 Factsheet Media