{"id":584912,"date":"2026-01-22T15:15:54","date_gmt":"2026-01-22T14:15:54","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/upswing-at-year-end\/"},"modified":"2026-01-22T15:15:54","modified_gmt":"2026-01-22T14:15:54","slug":"upswing-at-year-end","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/en\/publication\/upswing-at-year-end\/","title":{"rendered":"Upswing at year-end"},"content":{"rendered":"<div class=\"wp-block-group wbk-group-post-overhead-title-container-block is-nowrap is-layout-flex wp-block-group-is-layout-flex\"><div class=\"wp-block-post-date\"><time datetime=\"2026-01-22T15:15:54+01:00\" itemprop=\"datePublished\">22.01.2026<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">Upswing at year-end<\/h1><div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<div class=\"wp-block-media-text alignfull has-media-on-the-right is-stacked-on-mobile wbk-media-text-partner-promotion-block has-white-color has-text-color has-background has-link-color wp-elements-37f9dac79afc9a959618159bbd47d0ae\" style=\"background-color:#3e3e3e;grid-template-columns:auto 34%\">\n<div class=\"wp-block-media-text__content\">\n<h1 class=\"wp-block-heading has-white-color has-text-color has-link-color has-x-large-font-size wp-elements-e631fe28b0cc2befe42de1535ff492f5\">Advertising Market Trend<\/h1>\n<p class=\"has-turquoise-color has-text-color has-link-color has-large-font-size wp-elements-b215717aeb661a370b37d25ab71b99b7\">December 2025<\/p>\n<\/div>\n<figure class=\"wp-block-media-text__media\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Titelbild-Pfeil-neu-1024x576.png\" alt=\"\" class=\"wp-image-192969 size-full\" \/><\/figure>\n<\/div>\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p>At the end of the year, the traditional advertising market recorded <strong>gross advertising pressure of CHF&nbsp;367.4&nbsp;million<\/strong> in December, <strong>3.1 percent<\/strong> above the previous year. This is the strongest increase of the year besides July (also +3.1%) and one of a total of three positive monthly developments.<\/p>\n<p>Cumulatively for the whole of 2025, traditional advertising pressure amounts to <strong>CHF 3,930.8 million<\/strong>, a decrease of 1.7 percent compared to 2024. The YTD balance thus remains largely stable compared to the previous months October and November.<\/p>\n<p>With regard to media, the month-on-month comparison presented a mixed picture. Out-of-home registered significant growth of +26.2 percent year-on-year. Print was also slightly up on the previous year (+0.8%). In contrast, TV (-2.8%), radio (-10.9%) and cinema* (-23.4%) saw declines, after all three media categories showed neutral to positive performance in November.<\/p>\n<p>The digital advertising market reached CHF\u00a0234.8\u00a0million in December, up 32.2 percent on the previous year. Compared to the previous months, digital advertising pressure declined slightly, but remains at a high level overall. The cumulative digital market amounted to CHF 2,076.7 million up to December, representing a drop of 3.8 percent.<\/p>\n<p>*Bookings from <strong>December 29 to 31<\/strong> will only be published as part of the <strong>January month-end closing<\/strong> and will be included in <strong>calendar week 1 (January)<\/strong>.<\/p>\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\" style=\"margin-top:0;margin-bottom:0\" \/>\n<h3 class=\"wp-block-heading\" style=\"font-size:25px\"><strong>Advertising pressure in the market as a whole<\/strong><\/h3>\n<p>Advertising pressure development up to December 2025 in CHF million gross.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/01\/EN-Werbemarkt-Trend-Dezember-Gesamtmarkt-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-195240\" style=\"width:1083px;height:auto\" \/><\/figure>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/01\/EN-Werbemarkt-Trend-Dezember-Monatsentwicklung-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-195243\" style=\"width:1084px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong><strong>Increase in 11 sectors<\/strong><\/strong><\/h3>\n<p>More than half of the sectors recorded significant year-on-year increases in December. The strongest performance was in the <strong>tobacco industry<\/strong>, which was up 145.6 percent, due in part to increased advertising activity for the products Velo nicotine pouches and Davidoff cigarettes.<\/p>\n<p>Significant growth was also recorded by the sectors <strong>telecommunications<\/strong> (+124.3%) \u2013 driven by increased advertising activity by Swisscom compared to the previous year \u2013 media (+48.5%), <strong>public transport<\/strong> (+24.1%) and <strong>leisure, gastronomy &amp; tourism<\/strong> (+22.4%).<\/p>\n<p>The clear winners in December also included <strong>beverages<\/strong> (+15.0%), <strong>pharmaceuticals &amp; health<\/strong> (+9.2%), <strong>finance<\/strong> (+9.0%) and <strong>construction, industry &amp; furnishings <\/strong>(+8.4%).<\/p>\n<p>Moderate but stable growth was also recorded in the <strong>services<\/strong> (+6.8%) and <strong>digital &amp; household<\/strong> (+5.9%) sectors.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong><strong>Declines in several sectors<\/strong><\/strong><\/h3>\n<p>Although the <strong>retail<\/strong> sector continued to occupy a leading position in 2025, it was down 8.8 percent on the previous year. This development is largely attributable to lower advertising volumes for the major distributors Coop, Migros and Denner.<\/p>\n<p>The <strong>food<\/strong> sector (-3.2%) and <strong>initiatives &amp; campaigns<\/strong> (-9.0%) also showed a decline, despite their strong position in terms of annual spending (second and third place).<\/p>\n<p>The most significant decrease was recorded by the <strong>cleaning <\/strong>sector, which saw a drop of 26.9 percent. <strong>Cosmetics &amp; toiletries<\/strong> (-14.9%), <strong>fashion &amp; sport<\/strong> (-11.7%) and <strong>energy<\/strong> (-8.3%) were also well below the previous year\u2019s levels.<\/p>\n<p>While less significant, <strong>vehicles<\/strong> (-3.5%), <strong>personal care<\/strong> (-2.0%) and <strong>events<\/strong> (-0.7%) also saw declines.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Sector ranking<\/strong><\/h3>\n<p>Sector ranking for December.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/01\/EN-Werbemarkt-Trend-Dezember-Branchenentwicklung-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-195246\" style=\"width:1085px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Top advertisers and products<\/strong><\/h3>\n<p>The top advertisers and most advertised products and services (excluding range, image and other advertising) in December.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"991\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/01\/EN-Werbemarkt-Trend-Dezember-Top-Afvertiser-Produkte-scaled.jpg\" alt=\"\" class=\"wp-image-195249\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\">Media Mix<\/h3>\n<p>Media mix for December.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/01\/EN-Werbemarkt-Trend-Dezember-Media-Mix-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-195252\" style=\"width:1085px;height:auto\" \/><\/figure>\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-default\" \/>\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" style=\"font-size:25px\"><strong>Advertising pressure in the digital market<\/strong><\/h3>\n<p>Development of advertising pressure up to December 2025 in CHF million gross.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/01\/EN-Werbemarkt-Trend-Dezember-Gesamtmarkt-digital-scaled.jpg\" alt=\"\" class=\"wp-image-195255\" \/><\/figure>\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/01\/EN-Werbemarkt-Trend-Dezember-Monatsentwicklung-digital-scaled.jpg\" alt=\"\" class=\"wp-image-195258\" style=\"width:1085px;height:auto\" \/><\/figure>\n<p>*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 \u2013 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.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong>Sector ranking YTD: traditional vs. digital channels in comparison <\/strong><\/h3>\n<p>In traditional advertising channels, the <strong>retail<\/strong>, <strong>food<\/strong> and <strong>initiatives &amp; campaigns<\/strong> sectors lead the ranking. In the digital channel, on the other hand, <strong>leisure, gastronomy &amp; tourism<\/strong> dominate, followed by <strong>finance<\/strong> and <strong>retail<\/strong>. While <strong>food<\/strong> and <strong>initiatives &amp; campaigns<\/strong> only rank in the lower half of the digital table, <strong>leisure, gastronomy &amp; tourism<\/strong> and <strong>finance<\/strong> occupy ranks four and six respectively in the traditional channel.<\/p>\n<p>The <strong>vehicles industry<\/strong> consistently ranks in seventh place in both markets, thus confirming its stable presence throughout the year.<\/p>\n<p>In the middle of the rankings for both markets are <strong>fashion &amp; sport<\/strong>, <strong>pharmaceuticals &amp; health<\/strong> and <strong>beverages<\/strong>.<\/p>\n<p>At the bottom of the traditional rankings are <strong>media<\/strong>, <strong>energy<\/strong> and <strong>tobacco<\/strong> \u2013 the latter despite the strong growth of the <strong>tobacco industry<\/strong>. In the digital market, <strong>events<\/strong>, <strong>tobacco<\/strong> and the <strong>cleaning sector<\/strong> are once again at the bottom. Here, too, <strong>media<\/strong> and <strong>energy<\/strong> are in the lower third of the table.<\/p>\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Sector ranking<\/strong><\/h3>\n<p>Sector ranking for December.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/01\/EN-Werbemarkt-Trend-Dezember-Branchenranking-SoA-scaled.jpg\" alt=\"\" class=\"wp-image-195261\" style=\"width:1082px;height:auto\" \/><\/figure>\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Top digital products<\/strong><\/h3>\n<p>The most advertised products and services (excluding range, image and other advertising) in December.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"903\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/01\/EN-Werbemarkt-Trend-Dezember-Top-Produkte-digital-scaled.jpg\" alt=\"\" class=\"wp-image-195264\" style=\"width:1082px;height:auto\" \/><\/figure>\n<p>The digital advertising market once again experienced strong momentum across all channels in December.<\/p>\n<p>In the <strong>display<\/strong> sector, <strong>Migros mobile subscription<\/strong> and <strong>Alao.ch<\/strong> defended their top positions, while <strong>Apfelkiste.ch<\/strong> moved up from fourth to third place, pushing <strong>Energy.ch<\/strong> back one position. This is followed by a wide range of product providers, ranging from the financial sector to retail and tobacco.<\/p>\n<p>It is a similar story in the <strong>search<\/strong> rankings: <strong>Booking.com<\/strong> and <strong>Comparis.ch<\/strong> remain at the top, while <strong>Axa.ch<\/strong> has pushed <strong>Skyscanner.ch<\/strong> down to fourth place. <strong>Yallo.ch<\/strong> has also secured fifth place. In contrast, <strong>Zurich.ch<\/strong> and <strong>Opodo.ch<\/strong> are losing ground.<\/p>\n<p><strong>Disney+<\/strong> has taken the lead in the <strong>YouTube<\/strong> ranking. This is followed by <strong>Donkey Kong Bananza<\/strong> (ranked seventh last month) and <strong>McDonald\u2019s Restaurants<\/strong> (ranked fourth last month). <strong>ZYN<\/strong><strong> tobacco-free nicotine pouches<\/strong> and <strong>Joyn<\/strong> were not able to maintain their position from last month, but remain within the top 10 at places five and nine respectively.<\/p>\n<p>It is worth noting that <strong>ZYN tobacco-free nicotine pouches<\/strong> are the only product represented in the top 10 for both <strong>display<\/strong> and <strong>YouTube<\/strong>.<\/p>\n<p>Overall, the digital advertising market was very heterogeneous in December. While <strong>display<\/strong> and <strong>YouTube<\/strong> were shaped by a diverse mix of telecommunications, retail, FMCG and entertainment, <strong>search<\/strong> remained clearly dominated by travel and insurance.<\/p>\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\">Media Mix<\/h3>\n<p>Media mix for December.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1460\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/01\/EN-Werbemarkt-Trend-Dezember-Media-Mix-digital-scaled.jpg\" alt=\"\" class=\"wp-image-195267\" \/><\/figure>\n<\/p>\n<p>Contact: mediafocus@mediafocus.ch, Tel.: +41 43 322 27 50<\/p>\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mediafocus.ch\/en\/publications-en\/2024-annual-summary\/\" target=\"_blank\" rel=\"noreferrer noopener\">2024 annual summary<\/a><\/div>\n<\/div>\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mediafocus.ch\/en\/publication\/stable-pre-christmas-high-decline-much-more-moderate-than-in-the-previous-year\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advertising Market Trend November 2025<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>22.01.2026Upswing at year-end Advertising Market Trend December 2025 At the end of the year, the traditional advertising market recorded gross advertising pressure of CHF&nbsp;367.4&nbsp;million in December, 3.1 percent above the previous year. This is the strongest increase of the year besides July (also +3.1%) and one of a total of three positive monthly developments. Cumulatively [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"wbk_post_entry_category":[124,164],"wbk_post_entry_tag":[],"class_list":["post-584912","wbk_post_entry","type-wbk_post_entry","status-publish","format-standard","hentry","wbk_post_entry_category-publications","wbk_post_entry_category-werbemarkttrend-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Upswing at year-end - Media Focus<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mediafocus.ch\/en\/publication\/upswing-at-year-end\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Upswing at year-end - Media Focus\" \/>\n<meta property=\"og:description\" content=\"22.01.2026Upswing at year-end Advertising Market Trend December 2025 At the end of the year, the traditional advertising market recorded gross advertising pressure of CHF&nbsp;367.4&nbsp;million in December, 3.1 percent above the previous year. 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This is the strongest increase of the year besides July (also +3.1%) and one of a total of three positive monthly developments. 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