{"id":584913,"date":"2025-12-19T13:11:10","date_gmt":"2025-12-19T12:11:10","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/stable-pre-christmas-high-decline-much-more-moderate-than-in-the-previous-year\/"},"modified":"2025-12-19T13:11:10","modified_gmt":"2025-12-19T12:11:10","slug":"stable-pre-christmas-high-decline-much-more-moderate-than-in-the-previous-year","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/en\/publication\/stable-pre-christmas-high-decline-much-more-moderate-than-in-the-previous-year\/","title":{"rendered":"Stable pre-Christmas high \u2013 decline much more moderate than in the previous year"},"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=\"2025-12-19T13:11:10+01:00\" itemprop=\"datePublished\">19.12.2025<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">Stable pre-Christmas high \u2013 decline much more moderate than in the previous year<\/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-464cba98d729355d166b3e8c0d95a661\" 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-5e1a084bcf6bec88b0766a489ae38fc1\">November 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>In November, the traditional advertising market recorded gross advertising pressure of CHF&nbsp;407.5&nbsp;million, 1.5 percent below the previous year. Compared with October, the market was largely stable and remains at a comparable level. Year-on-year, the decline is therefore much more moderate than it was in November 2024, when the drop was <strong>4.0 percent<\/strong> compared to November 2023.<\/p>\n<p>Cumulatively, traditional advertising pressure from January to November amounted to <strong>CHF&nbsp;3,560.4&nbsp;million<\/strong>, <strong>2.2 percent<\/strong> lower than 2024. The YTD balance thus remains largely stable compared to the previous month.<\/p>\n<p>With regard to media, the month-on-month comparison presented a mixed picture: <strong>radio<\/strong> (+3.1%) and <strong>out-of-home<\/strong> (+0.6%) once again increased year-on-year, while <strong>TV<\/strong> remained stable and closed at exactly the same level as the previous year (0.0%). <strong>Print<\/strong> (-5.2%) and <strong>cinema<\/strong> (-15.0%) continued to decline year-on-year \u2013 even though November was the month with the highest advertising pressure so far this year for both media categories. Compared with the previous year, the recovery in radio and TV was particularly striking, after both media categories were under significant pressure in November 2024.<\/p>\n<p>The digital advertising market reached CHF&nbsp;268.9&nbsp;million in November, up 37.8 percent on the previous year. Compared with October, digital advertising pressure fell slightly, but remained at a high level. The cumulative digital market up to November stood at CHF&nbsp;1,839.5&nbsp;million (-7.1% YTD).<\/p>\n<p>Looking ahead to December, it remains unclear whether Christmas sales will be able to provide further impetus at the end of the year and how the market will position itself overall in the final month.<\/p>\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<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 November 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\/2025\/12\/EN-Werbemarkt-Trend-November-Gesamtmarkt-Grafik-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-195039\" 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\/2025\/12\/EN-Werbemarkt-Trend-November-Monatsentwicklung-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-195042\" style=\"width:1084px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong>Increases in pre-Christmas spending in several sectors<\/strong><\/h3>\n<p>In November 2025, several sectors showed clear year-on-year increases.<\/p>\n<p>The most significant increase was recorded in the tobacco sector, with an increase of <strong>115.6 percent<\/strong> compared to the previous year. Also strong were the <strong>media sector<\/strong> (+24.6%), <strong>beverages<\/strong> (+23.4%) and <strong>personal care<\/strong> (+17.7%), which significantly expanded their advertising activity in November.<\/p>\n<p><strong>Telecommunications<\/strong> was also one of the clear winners of the month and, thanks to Black Friday, saw significant growth both compared to October (CHF&nbsp;21.6&nbsp;million compared to CHF&nbsp;10.5&nbsp;million) and compared to the previous year (+16.1%). <strong>Construction, industry &amp; furnishings<\/strong> came next with an increase of <strong>13.0 percent<\/strong>.<\/p>\n<p>Moderate but stable increases were seen in <strong>food<\/strong> (+6.5%), <strong>pharmaceuticals &amp; health<\/strong> (+3.4%), <strong>fashion &amp; sport<\/strong> (+2.4%) and <strong>leisure, gastronomy &amp; tourism<\/strong> (+2.0%). Overall, the number of growing sectors is higher than in November 2024, when fewer than half of the sectors showed positive signs.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong>Declines in several high-volume sectors<\/strong><\/h3>\n<p>On the other hand, several sectors experienced significant <strong>year-on-year<\/strong> declines in November \u2013 including several high-volume segments.<\/p>\n<p><strong>Initiatives &amp; campaigns<\/strong> was the most affected, with a decline of <strong>22.0 percent<\/strong>. <strong>Cosmetics &amp; toiletries<\/strong> (-9.6%), <strong>retail<\/strong> (-8.9%) and <strong>vehicles<\/strong> (-15.9%) were also significantly lower than the previous year. Despite continued high volumes, <strong>retail<\/strong> remained slightly below the level of the previous month and the previous year.<\/p>\n<p>Other declines were recorded in <strong>services<\/strong> (-10.4%), <strong>digital &amp; household<\/strong> (-12.8%) and the <strong>financial sector<\/strong> (-5.3%), which showed no sustained recovery in November.<\/p>\n<p>The <strong>energy<\/strong>, <strong>media<\/strong> and <strong>tobacco<\/strong> sectors remained at the bottom of the ranking.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Sector ranking<\/strong><\/h3>\n<p>Sector ranking for November.<\/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\/2025\/12\/EN-Werbemarkt-Trend-November-Branchenranking-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-195045\" 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 November.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"970\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/12\/EN-Werbemarkt-Trend-November-Top-Advertiser-Products-scaled.jpg\" alt=\"\" class=\"wp-image-195048\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\">Media Mix<\/h3>\n<p>Media mix for November.<\/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\/2025\/12\/EN-Werbemarkt-Trend-November-Media-Mix-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-195051\" 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 November 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\/2025\/12\/EN-Werbemarkt-Trend-November-Gesamtmarkt-Grafik-digital-scaled.jpg\" alt=\"\" class=\"wp-image-195054\" \/><\/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\/2025\/12\/EN-Werbemarkt-Trend-November-Monatsentwicklung-digital-scaled.jpg\" alt=\"\" class=\"wp-image-195057\" 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>A look at 2025 so far reveals continuing clear differences between the traditional and digital advertising markets. In both segments, <strong>retail<\/strong> and the <strong>financial sector<\/strong> were once again among the sectors with the highest volumes as at the end of November. While the <strong>food sector<\/strong> continues to play a key role in the top three in the traditional market, the digital ranking is once again led by <strong>leisure, gastronomy &amp; tourism<\/strong>, which accounts for a significant proportion of total digital advertising pressure.<\/p>\n<p>The <strong>automotive industry<\/strong> has consistently taken a position towards the top of the ranking in both markets, thus confirming its stable presence throughout the year. A similar picture emerges in the middle of the rankings: sectors such as <strong>services<\/strong>, <strong>digital &amp; household<\/strong>, <strong>telecommunications<\/strong>, <strong>fashion &amp; sports<\/strong>, <strong>pharmaceuticals &amp; health<\/strong> and <strong>beverages<\/strong> have comparable positions in both the traditional and digital markets and show no significant shifts compared to previous months.<\/p>\n<p>At the lower end of the rankings, the pattern also remains largely unchanged. In the traditional market, <strong>media<\/strong>, <strong>energy<\/strong> and <strong>tobacco<\/strong> continue to occupy the last places. In the digital market, <strong>energy<\/strong>, <strong>tobacco<\/strong> and <strong>cleaning<\/strong> are once again at the bottom. Overall, this confirms a high degree of continuity in the sector distribution across both market segments in November.<\/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 November.<\/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\/2025\/12\/EN-Werbemarkt-Trend-November-Branchenranking-digital-SoA-scaled.jpg\" alt=\"\" class=\"wp-image-195060\" 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 November.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"908\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/12\/EN-Werbemarkt-Trend-November-Top-Produkte-digital-scaled.jpg\" alt=\"\" class=\"wp-image-195063\" style=\"width:1082px;height:auto\" \/><\/figure>\n<p>November once again saw a strongly dynamic digital advertising market: the top positions in the individual channels shifted from the previous month in some cases, while individual products confirmed their strong presence.<\/p>\n<p><strong>Migros mobile subscriptions<\/strong> and <strong>alao.ch<\/strong> top the rankings for <strong>display<\/strong>. These are followed by a wide range of different providers, including <strong>Switzerland Tourism<\/strong>, <strong>Brack.ch<\/strong>, <strong>Zattoo.ch<\/strong> and <strong>Cornertrader.ch<\/strong>. Overall, the ranking is highly fragmented and characterized by a mix of telecommunications, retail, tourism and digital services.<\/p>\n<p>On <strong>YouTube<\/strong>, <strong>Red Bull<\/strong> took first place, leading the monthly ranking. Also prominent are <strong>ZYN tobacco-free nicotine pouches<\/strong> and the animated film <strong>Zootopia 2.<\/strong> The top end of the table is rounded out by the striking presence of entertainment and gaming titles such as <strong>Donkey Kong Bananza<\/strong> and <strong>Super Mario Galaxy<\/strong>, as well as established brands from the FMCG and retail sectors such as <strong>Cailler chocolate bars<\/strong>, <strong>Digitec.ch<\/strong> and <strong>McDonald\u2019s restaurants<\/strong>.<\/p>\n<p><strong>Booking.com<\/strong> remains the clear leader in <strong>search<\/strong> in November, maintaining its leading position by a considerable margin. It is followed by <strong>Comparis.ch<\/strong> and other travel-oriented platforms such as <strong>Skyscanner.ch<\/strong>, <strong>Opodo.ch<\/strong>, <strong>Trivago.ch<\/strong> and <strong>eDreams.ch<\/strong>. The top ranking is rounded off by insurance and financial providers such as <strong>AXA.ch<\/strong>, <strong>Zurich.ch<\/strong> and <strong>Credit-now.ch<\/strong>, which also posted significant search volumes.<\/p>\n<p>Overall, the digital market was once again broadly based in November: 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 November.<\/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\/2025\/12\/EN-Werbemarkt-Trend-November-Media-Mix-digital-scaled.jpg\" alt=\"\" class=\"wp-image-195066\" \/><\/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\/slight-decline-in-traditional-market-digital-remains-strong\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advertising Market Trend October 2025<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>19.12.2025Stable pre-Christmas high \u2013 decline much more moderate than in the previous year Advertising Market Trend November 2025 In November, the traditional advertising market recorded gross advertising pressure of CHF&nbsp;407.5&nbsp;million, 1.5 percent below the previous year. Compared with October, the market was largely stable and remains at a comparable level. Year-on-year, the decline is therefore [&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-584913","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 v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Stable pre-Christmas high \u2013 decline much more moderate than in the previous year - 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\/stable-pre-christmas-high-decline-much-more-moderate-than-in-the-previous-year\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Stable pre-Christmas high \u2013 decline much more moderate than in the previous year - Media Focus\" \/>\n<meta property=\"og:description\" content=\"19.12.2025Stable pre-Christmas high \u2013 decline much more moderate than in the previous year Advertising Market Trend November 2025 In November, the traditional advertising market recorded gross advertising pressure of CHF&nbsp;407.5&nbsp;million, 1.5 percent below the previous year. 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Compared with October, the market was largely stable and remains at a comparable level. 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