{"id":589830,"date":"2024-11-27T06:46:48","date_gmt":"2024-11-27T05:46:48","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/october-slightly-down-on-previous-year\/"},"modified":"2024-11-27T06:46:48","modified_gmt":"2024-11-27T05:46:48","slug":"october-slightly-down-on-previous-year","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/en\/publication\/october-slightly-down-on-previous-year\/","title":{"rendered":"October slightly down on 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=\"2024-11-27T06:46:48+01:00\" itemprop=\"datePublished\">27.11.2024<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">October slightly down on previous year<\/h1><figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"710\" height=\"482\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/Titelbild-Werbemarkt-Trend-EN-2024.png\" alt=\"\" class=\"wp-image-126135\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/Titelbild-Werbemarkt-Trend-EN-2024.png 710w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/Titelbild-Werbemarkt-Trend-EN-2024-300x204.png 300w\" sizes=\"auto, (max-width: 710px) 100vw, 710px\" \/><\/figure>\n<p>The \u201ctraditional\u201d advertising market closed out October at CHF 408.4 million, putting it 3.0 percent down on the previous year\u2019s figure. However, this was a minimal increase of 5.4 percent compared to the month prior.<\/p>\n<p>All told, annual advertising pressure YTD is sitting at CHF 3&#8217;226.4 gross, a slight 0.1 percent up on the previous year\u2019s figure.<\/p>\n<p>Of the \u201ctraditional\u201d media groups, only <strong>cinema<\/strong> (+21%) posted growth on the year before. The <strong>out-of-home<\/strong> media group (following the half-year results this once again includes Livesystems for 2023 and 2024) is largely unchanged on the previous year. The <strong>radio<\/strong>, <strong>TV<\/strong> and <strong>print<\/strong> media groups all recorded a decline. This was steepest for <strong>radio<\/strong> at -7 percent, followed by <strong>print<\/strong> (-5%) and <strong>TV<\/strong> (-4%).<\/p>\n<p>Trends across digital media are neutral to positive. While <strong>display<\/strong> remains at the previous year\u2019s level, <strong>YouTube<\/strong> and <strong>search<\/strong> managed to grow.<\/p>\n<p>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.<\/p>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"has-large-font-size\"><strong>Advertising pressure in the market as a whole<\/strong><\/p>\n<p>Advertising pressure development up to October 2024 in CHF million gross.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"708\" height=\"644\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/11\/EN-Werbemarkt-Trend-Oktober-2024-Gesamtmarkt-Grafik-klassisch.png\" alt=\"\" class=\"wp-image-191442\" \/><\/figure>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"1254\" height=\"588\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/11\/EN-Werbemarkt-Trend-Oktober-2024-Gesamtmarkt-Tabelle-klassisch.png\" alt=\"\" class=\"wp-image-191445\" style=\"width:745px;height:auto\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p><strong><strong><strong><strong>Just over half of sectors saw improvements<\/strong><\/strong><\/strong><\/strong><\/p>\n<p>The <strong>food sector<\/strong> remains in first place both in its YTD ranking and in the October ranking, posting an increase of 5.0 percent in October. The sector to record the greatest percentage growth was <strong>telecommunications<\/strong>, at 40.4 percent. The <strong>leisure, gastronomy and tourism<\/strong>, <strong>cleaning<\/strong> and <strong>finance<\/strong> sectors are also well in the black. The finance sector is in fourth place YTD, but made it up to the second spot in the October ranking.<\/p>\n<p><strong><strong><strong><strong>Decline in 10 sectors<\/strong><\/strong><\/strong><\/strong><\/p>\n<p>In October, a total of ten sectors posted declines on the previous year. This was particularly pronounced for <strong>tobacco<\/strong> (-43.2%), <strong>vehicles<\/strong> (-39.6%) and <strong>beverages<\/strong> (-23.0%). Other sectors also recorded negative year-on-year performances, including <strong>public transport<\/strong> at -19.6 percent and <strong>personal care<\/strong> at -7.5 percent. Retail is down almost 10 percent (-9.7%), putting it in third place behind the finance sector.<\/p>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p><strong>Sector ranking<\/strong><\/p>\n<p>Sector ranking in October.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"950\" height=\"626\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/11\/EN-Werbemarkt-Trend-Oktober-2024-Branchen-klassisch.png\" alt=\"\" class=\"wp-image-191448\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p><strong><strong><strong>Top advertisers and products<\/strong><\/strong><\/strong><\/p>\n<p>The top advertisers and most advertised products and services (excluding range, image and other advertising) in October.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"1214\" height=\"362\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/11\/EN-Werbemarkt-Trend-Oktober-2024-Top-Werbetreibende-Produkte.png\" alt=\"\" class=\"wp-image-191451\" style=\"width:912px;height:auto\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p><strong>Media Mix<\/strong><\/p>\n<p>Media mix for October.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"596\" height=\"479\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/11\/EN-Werbemarkt-Trend-Oktober-2024-Media-Mix-klassisch.png\" alt=\"\" class=\"wp-image-191454\" style=\"width:477px;height:auto\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"has-large-font-size\"><strong>Advertising pressure in the digital market<\/strong><\/p>\n<p>Advertising pressure development up to October 2024 in CHF million gross.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"732\" height=\"689\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/11\/EN-Werbemarkt-Trend-Oktober-2024-Gesamtmarkt-Grafik-digital.png\" alt=\"\" class=\"wp-image-191460\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p><strong><strong>Sector ranking: traditional vs. digital channels in comparison<\/strong><\/strong><\/p>\n<p>In the digital market, the <strong>finance<\/strong> sector occupies top spot both YTD and in October. <strong>Retail <\/strong>and<strong> leisure, gastronomy and tourism <\/strong>make up the rest of the top three, again both in terms of YTD ranking and in October. The <strong>food<\/strong>, <strong>finance<\/strong> and<strong> retail<\/strong> sectors lead the way in the \u201ctraditional\u201d market. In the digital market, the <strong>food<\/strong> sector only finishes in the middle of the pack, in 10th place. <strong>Leisure, gastronomy and tourism<\/strong>, on the other hand, have maintained their position in the top third in the \u201ctraditional\u201d market.<\/p>\n<p>For both rankings, <strong>energy, tobacco, media<\/strong> and<strong> cleaning<\/strong> finish in the bottom third. In the digital market, <strong>energy<\/strong> is third from bottom, <strong>tobacco<\/strong> one below and <strong>cleaning<\/strong> in last place. In the \u201ctraditional\u201d market, <strong>tobacco<\/strong> is rock bottom, while <strong>energy<\/strong> is one place higher and <strong>media<\/strong> third from bottom. Just like in the digital market, the same sectors as last month find themselves at the bottom of the table.<\/p>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p><strong>Sector ranking<\/strong><\/p>\n<p>Sector ranking in October.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"680\" height=\"627\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/11\/EN-Werbemarkt-Trend-Oktober-2024-Branchen-digital-1.png\" alt=\"\" class=\"wp-image-191463\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p><strong>Top digital products<\/strong><\/p>\n<p>The most advertised products and services (excluding range, image and other advertising) in October.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"1488\" height=\"288\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/11\/DE-FR-EN-Werbemarkt-Trend-Oktober-2024-Top-10-Produkte.png\" alt=\"\" class=\"wp-image-191466\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p>Active Fitness tops the table for <span style=\"text-decoration: underline\">display<\/span>, while Le Gruy\u00e8re Hart- &#038; Schnittk\u00e4se is in pole position for <span style=\"text-decoration: underline\">YouTube<\/span> and ab-in-den-urlaub.ch is in first place for <span style=\"text-decoration: underline\">search<\/span>. No product or service managed to break into the top 10 for more than one channel.<\/p>\n<div style=\"height:42px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p><strong>Media Mix<\/strong><\/p>\n<p>Media mix for October.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"588\" height=\"472\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/11\/EN-Werbemarkt-Trend-Oktober-2024-Media-Mix-digital.png\" alt=\"\" class=\"wp-image-191469\" style=\"width:450px;height:auto\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\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:\/\/werbekompass.ch\/en\/werbemarkt-trend-januar-2023\/\">Annual review 2023<\/a><\/div>\n<\/div>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/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\/publications-en\/september-sees-a-new-high-for-the-year\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advertising Market Trend September 2024<\/a><\/div>\n<\/div>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/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\/wp-content\/uploads\/2024\/05\/Factsheet-Medien_2024_EN.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Factsheet Media<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>27.11.2024October slightly down on previous year The \u201ctraditional\u201d advertising market closed out October at CHF 408.4 million, putting it 3.0 percent down on the previous year\u2019s figure. However, this was a minimal increase of 5.4 percent compared to the month prior. All told, annual advertising pressure YTD is sitting at CHF 3&#8217;226.4 gross, a slight [&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],"wbk_post_entry_tag":[],"class_list":["post-589830","wbk_post_entry","type-wbk_post_entry","status-publish","format-standard","hentry","wbk_post_entry_category-publications"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>October slightly down on 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\/october-slightly-down-on-previous-year\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"October slightly down on previous year - Media Focus\" \/>\n<meta property=\"og:description\" content=\"27.11.2024October slightly down on previous year The \u201ctraditional\u201d advertising market closed out October at CHF 408.4 million, putting it 3.0 percent down on the previous year\u2019s figure. 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