{"id":591436,"date":"2025-06-19T08:30:25","date_gmt":"2025-06-19T06:30:25","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/retail-hits-another-high\/"},"modified":"2025-06-19T08:30:25","modified_gmt":"2025-06-19T06:30:25","slug":"retail-hits-another-high","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/en\/publication\/retail-hits-another-high\/","title":{"rendered":"Retail hits another high"},"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=\"2025-06-19T08:30:25+02:00\" itemprop=\"datePublished\">19.06.2025<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">Retail hits another high<\/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-346461b76c6c0a49e024e32f0bf7af58\" 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-08cca71efa3f82311cabedaff9b0b981\">May 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>The Swiss advertising market for \u201ctraditional\u201d media closed May 2025 down 0.9 percent on the same month the previous year, at a total of CHF 353.1 million gross. This is the smallest percentage decrease YTD.<\/p>\n<p>With the exception of the media group of TV (-5.6%), traditional media once again fared well after the negative trend of the last two months. The decline in <strong>TV<\/strong> can be explained by the men\u2019s UEFA Euro 2024, which significantly boosted advertising pressure in the previous year. Nevertheless, the ranking within the media mix remains unchanged: <strong>TV<\/strong> first, followed by <strong>print<\/strong>, then <strong>out-of-home<\/strong>, <strong>radio<\/strong> and <strong>cinema<\/strong>.<\/p>\n<p>The traditional advertising market came to CHF 1&#8217;546.5 million gross, 3.7 percent lower than the previous year (2024) in a YTD comparison.<\/p>\n<p><strong>Search<\/strong> is the leader in the digital advertising market with a share of 53.1 percent, followed by <strong>display<\/strong> with 33.8 percent and <strong>YouTube<\/strong> with 13.1 percent.<\/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 May 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\/06\/EN-Werbemarkt-Trend-Mai-Gesamtmarkt-Grafik-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-193988\" 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\/06\/EN-Werbemarkt-Trend-Mai-Monatsentwicklung-Media-MIx-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-193991\" style=\"width:1084px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong><strong><strong>Retail remains strong<\/strong><\/strong><\/strong><\/h3>\n<p>12 out of 21 sectors in the traditional advertising market performed positively in May.<\/p>\n<p>Although <strong>retail<\/strong> just manages to retain the top spot in a year-to-date comparison, its CHF 32.7 million in gross advertising pressure in May was only enough for third place, behind the <strong>food industry<\/strong> (CHF 43.8 million) and the <strong>financial sector<\/strong> (CHF 33.4 million). Nevertheless, the sector posted a slight increase of 5.5 percent compared to the same month in the previous year. The <strong>telecommunications<\/strong> sector recorded the largest percentage increase year-on-year with striking growth of 74.2 percent, primarily due to campaigns by Swisscom Mobile and Yallo Telekommunikation. Despite the sharp uptick, the industry is only in the bottom third of the ranking overall.<\/p>\n<p>Other sectors experiencing significant growth were <strong>finance<\/strong> (+20.9%), <strong>media<\/strong> (+17.4%) and <strong>leisure, gastronomy, tourism<\/strong> (+8.3%).<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong><strong><strong><strong>Downward trend in 9 sectors<\/strong><\/strong><\/strong><\/strong><\/h3>\n<p>For the first time this year, less than half of all sectors recorded negative results.<\/p>\n<p>The sectors that performed the most strongly were <strong>initiatives &#038; campaigns<\/strong> and <strong>vehicles<\/strong>, which managed to stay in the top third of the ranking despite drops of 5.1 percent and 2.7 percent respectively.<\/p>\n<p>The most pronounced percentage decline (-46.8%) was felt by the <strong>cleaning<\/strong> sector. Procter &#038; Gamble and Henkel together generated more than CHF 3 million (gross) less advertising pressure than in May of last year and thus contributed significantly to this decline, especially in light of the industry\u2019s total gross advertising volume of just CHF 5 million.<\/p>\n<p>Other sectors, such as <strong>cosmetics &#038; toiletries<\/strong> (-40.5%), <strong>beverages<\/strong> (-19.9%) and <strong>tobacco products<\/strong> (-27.2%), which is at the bottom of the leaderboard, also recorded significant declines.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Sector ranking<\/strong><\/h3>\n<p>Sector ranking for May.<\/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\/06\/EN-Werbemarkt-Trend-Mai-Branchenranking-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-193994\" 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 May.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1020\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/06\/EN-Werbemarkt-Trend-Mai-Top-Advertiser-Produkte-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-193997\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\">Media Mix<\/h3>\n<p>Media mix for May.<\/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\/06\/EN-Werbemarkt-Trend-Mai-Media-Mix-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-194000\" 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 May 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\/06\/EN-Werbemarkt-Trend-Mai-Gesamtmarkt-Grafik-digital-scaled.jpg\" alt=\"\" class=\"wp-image-194003\" \/><\/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\/06\/EN-Werbemarkt-Trend-Mai-Monatsentwicklung-Media-Mix-digital-scaled.jpg\" alt=\"\" class=\"wp-image-194009\" 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: traditional vs. digital channels in comparison <\/strong><\/h3>\n<p><strong>Retail<\/strong> is in the top three in both markets, with first place in the traditional market and second place in the digital market. The <strong>food<\/strong> and <strong>construction, industry, furnishings<\/strong> sectors round out the top trio in the traditional market. In the digital market, by contrast, the <strong>leisure, gastronomy, tourism<\/strong> sector leads the way, followed by <strong>retail<\/strong> and then <strong>finance<\/strong> in third place.<\/p>\n<p>In both the digital and traditional markets, the <strong>beverage, cosmetics &#038; toiletries<\/strong>, <strong>pharmaceuticals &#038; health<\/strong> and <strong>fashion &#038; sports<\/strong> sectors are positioned in the middle of the ranking.<\/p>\n<p>Despite considerable year-on-year gains of 45.5 percent and 9.1 percent respectively, the <strong>tobacco<\/strong> and <strong>cleaning<\/strong> sectors are bringing up the rear in the digital market. In the traditional market, <strong>media<\/strong> (+17.4%), <strong>energy<\/strong> (-2.8%) and <strong>tobacco<\/strong> (-27.2%) are at the bottom 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 May.<\/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\/06\/EN-Werbemarkt-Trend-Mai-Branchenranking-digital-SoA-scaled.jpg\" alt=\"\" class=\"wp-image-194012\" 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 May.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"928\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/06\/EN-Werbemarkt-Trend-Mai-Top-Produkte-digital-scaled.jpg\" alt=\"\" class=\"wp-image-194018\" style=\"width:1082px;height:auto\" \/><\/figure>\n<p>The campaign <strong>Tag der guten Tat<\/strong> took first place in the <strong>display<\/strong> sector, while <strong>booking.com<\/strong> was top of the <strong>search<\/strong> rankings and <strong>Starbucks coffee capsules<\/strong> were at the top of the <strong>YouTube<\/strong> list. <strong>Booking.com<\/strong> has remained the undisputed leader in <strong>search<\/strong> since the beginning of the year. <strong>Switzerland Tourism<\/strong> is at the bottom of the table for <strong>display<\/strong> and <strong>YouTube<\/strong>. The Chinese online marketplace <strong>Temu.com<\/strong> also appears twice \u2013 ranking sixth in <strong>search<\/strong> and fifth in <strong>YouTube<\/strong>. The tour operator TUI is listed as <strong>TUI Reisen<\/strong> for <strong>display<\/strong> and as <strong>Tui.ch<\/strong> for <strong>search<\/strong>. Furthermore, two products from the toiletries brand Nivea are also in the top 10: <strong>Nivea Sponsoring<\/strong> for <strong>display<\/strong> and <strong>Nivea Luminous 630 Body Oil Serum<\/strong> for <strong>YouTube<\/strong>.<\/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 May.<\/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\/06\/EN-Werbemarkt-Trend-Mai-Media-Mix-digital-1-scaled.jpg\" alt=\"\" class=\"wp-image-194022\" \/><\/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\/the-negative-trend-continues\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advertising Market Trend April 2025<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>19.06.2025Retail hits another high Advertising Market Trend May 2025 The Swiss advertising market for \u201ctraditional\u201d media closed May 2025 down 0.9 percent on the same month the previous year, at a total of CHF 353.1 million gross. This is the smallest percentage decrease YTD. With the exception of the media group of TV (-5.6%), traditional [&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-591436","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>Retail hits another high - 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\/retail-hits-another-high\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retail hits another high - Media Focus\" \/>\n<meta property=\"og:description\" content=\"19.06.2025Retail hits another high Advertising Market Trend May 2025 The Swiss advertising market for \u201ctraditional\u201d media closed May 2025 down 0.9 percent on the same month the previous year, at a total of CHF 353.1 million gross. 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