{"id":593063,"date":"2024-09-25T11:18:22","date_gmt":"2024-09-25T09:18:22","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/advertising-market-is-down-on-the-previous-year-in-august\/"},"modified":"2024-09-25T11:18:22","modified_gmt":"2024-09-25T09:18:22","slug":"advertising-market-is-down-on-the-previous-year-in-august","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/en\/publication\/advertising-market-is-down-on-the-previous-year-in-august\/","title":{"rendered":"Advertising market is down on the previous year in August"},"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=\"2024-09-25T11:18:22+02:00\" itemprop=\"datePublished\">25.09.2024<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">Advertising market is down on the previous year in August<\/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 August at CHF 249.3 million, putting it 8.3 percent down on the previous year\u2019s 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.<\/p>\n<p>All told, annual advertising pressure YTD is sitting at CHF 2,400.7 gross, just under the previous year\u2019s level by 0.1 percent.<\/p>\n<p>A decline on the previous year is seen across all the \u201ctraditional\u201d media groups. <strong>Cinema<\/strong> recorded a fall of 35 percent, followed by <strong>print media<\/strong> with a downswing of 10 percent and <strong>TV<\/strong> with a drop of 8 percent. The lowest reductions in percentage terms are in <strong>out-of-home<\/strong> and <strong>radio<\/strong> advertising. In August, <strong>out-of-home<\/strong> fell by 6 percent (this once again includes Livesystems for 2023 and 2024 following the half-year results) and <strong>radio<\/strong> by 3 percent.<\/p>\n<p>The trends are primarily negative in the digital media space, too: <strong>display<\/strong> (-11%) and <strong>search<\/strong> (-10%) have tumbled compared to the previous year. <strong>YouTube<\/strong>, conversely, has grown by 9 percent on the previous year.<\/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 August 2024 in CHF million gross.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"622\" height=\"656\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Gesamtmarkt-Grafik-klassisch-1.png\" alt=\"\" class=\"wp-image-189992\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Gesamtmarkt-Grafik-klassisch-1.png 622w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Gesamtmarkt-Grafik-klassisch-1-284x300.png 284w\" sizes=\"auto, (max-width: 622px) 100vw, 622px\" \/><\/figure>\n<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"573\" height=\"281\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Gesamtmarkt-Tabelle-klassisch-1.png\" alt=\"\" class=\"wp-image-189998\" style=\"width:926px;height:auto\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Gesamtmarkt-Tabelle-klassisch-1.png 573w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Gesamtmarkt-Tabelle-klassisch-1-300x147.png 300w\" sizes=\"auto, (max-width: 573px) 100vw, 573px\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p><strong><strong><strong><strong>Only five sectors rose<\/strong><\/strong><\/strong><\/strong><\/p>\n<p>While the <strong>food sector<\/strong> remains at the top of the leaderboard YTD, it fell behind <strong>retail<\/strong> and <strong>initiatives &#038; campaigns<\/strong> in August \u2013 despite an uptick of 10.1 percent on the previous year. This makes the<strong> food sector<\/strong> one of the five areas that increased in August, compared to the previous year. The others include <strong>cosmetics &#038; toiletries<\/strong>, <strong>cleaning<\/strong>, <strong>personal care<\/strong> and <strong>energy<\/strong>.<\/p>\n<p><strong><strong><strong><strong>Decline in 16 sectors<\/strong><\/strong><\/strong><\/strong><\/p>\n<p>All told, 16 sectors saw a decline in August compared to the previous year. While <strong>tobacco<\/strong> (-52.8%), <strong>media<\/strong> (-38.1%) and <strong>vehicles<\/strong> (-37.2%) fell the most, other sectors \u2013 such as <strong>public transport<\/strong> (-28.5%), <strong>telecommunications<\/strong> (-23.8%) and <strong>services<\/strong> (-22.8%) \u2013 were also in the red.<\/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 August.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"608\" height=\"452\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Branchen-klassisch-1.png\" alt=\"\" class=\"wp-image-190001\" style=\"width:787px;height:auto\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Branchen-klassisch-1.png 608w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Branchen-klassisch-1-300x223.png 300w\" sizes=\"auto, (max-width: 608px) 100vw, 608px\" \/><\/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 August.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"686\" height=\"219\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Top-Werbungtreibende-Produkte-2.png\" alt=\"\" class=\"wp-image-190007\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Top-Werbungtreibende-Produkte-2.png 686w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Top-Werbungtreibende-Produkte-2-300x96.png 300w\" sizes=\"auto, (max-width: 686px) 100vw, 686px\" \/><\/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 August.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"310\" height=\"267\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/DE-Werbemarkttrend-August-2024-Media-Mix-klassisch-2.png\" alt=\"\" class=\"wp-image-190010\" style=\"width:340px;height:auto\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/DE-Werbemarkttrend-August-2024-Media-Mix-klassisch-2.png 310w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/DE-Werbemarkttrend-August-2024-Media-Mix-klassisch-2-300x258.png 300w\" sizes=\"auto, (max-width: 310px) 100vw, 310px\" \/><\/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 August 2024 in CHF million gross.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"635\" height=\"658\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Gesamtmarkt-Grafik-digital-1.png\" alt=\"\" class=\"wp-image-190013\" style=\"width:702px;height:auto\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Gesamtmarkt-Grafik-digital-1.png 635w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Gesamtmarkt-Grafik-digital-1-290x300.png 290w\" sizes=\"auto, (max-width: 635px) 100vw, 635px\" \/><\/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><strong>Retail<\/strong> takes the top slot in the digital market YTD, but only finished third in August. The <strong>food<\/strong>, <strong>retail<\/strong> and<strong> initiatives &#038; campaigns<\/strong> sectors make up the top three in the \u201ctraditional\u201d market. In the digital market, though, <strong>food<\/strong> and <strong>initiatives &#038; campaigns<\/strong> only managed to take 11th and 14th place respectively. The <strong>finance<\/strong>, and <strong>leisure, gastronomy, tourism<\/strong> sectors are second and third in the digital market, but sixth and fifth in the \u201ctraditional\u201d market.<\/p>\n<p><strong>Cosmetics &#038; toiletries<\/strong>, <strong>pharmaceuticals &#038; health<\/strong> and <strong>telecommunications<\/strong> are in the middle of the table in the digital and traditional markets alike.<\/p>\n<p>The <strong>energy<\/strong> and <strong>tobacco<\/strong> sectors finished in the bottom third of both market rankings. In the digital market, <strong>energy<\/strong> is third from last and <strong>tobacco<\/strong> is in the penultimate position, while <strong>cleaning<\/strong> brings up the rear. In the \u201ctraditional\u201d market, <strong>tobacco<\/strong> is in last place, while <strong>energy<\/strong> is second to last and <strong>media<\/strong> third from last.<\/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 August.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"427\" height=\"447\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Branchen-digital-1.png\" alt=\"\" class=\"wp-image-190016\" style=\"width:577px;height:auto\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Branchen-digital-1.png 427w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Branchen-digital-1-287x300.png 287w\" sizes=\"auto, (max-width: 427px) 100vw, 427px\" \/><\/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 August.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"920\" height=\"193\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/DE-FR-EN-Werbemarkttrend-August-2024-Top-10-Produkte-4.png\" alt=\"\" class=\"wp-image-190019\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/DE-FR-EN-Werbemarkttrend-August-2024-Top-10-Produkte-4.png 920w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/DE-FR-EN-Werbemarkttrend-August-2024-Top-10-Produkte-4-300x63.png 300w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/DE-FR-EN-Werbemarkttrend-August-2024-Top-10-Produkte-4-768x161.png 768w\" sizes=\"auto, (max-width: 920px) 100vw, 920px\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p>TEMU.com tops the table for <span style=\"text-decoration: underline\">display<\/span>, while SBB takes the lead for <span style=\"text-decoration: underline\">YouTube<\/span> and booking.com for <span style=\"text-decoration: underline\">search<\/span>. Alongside being well-positioned for <span style=\"text-decoration: underline\">display<\/span>, the Chinese retail platform TEMU.com is also faring well on <span style=\"text-decoration: underline\">YouTube<\/span>, where it took seventh place. Brack.ch was also able to gain a foothold on two channels, finishing seventh for <span style=\"text-decoration: underline\">display<\/span> and ninth for <span style=\"text-decoration: underline\">search<\/span>.<\/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 August.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"306\" height=\"263\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Media-Mix-digital-1.png\" alt=\"\" class=\"wp-image-190022\" style=\"width:349px;height:auto\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Media-Mix-digital-1.png 306w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/09\/EN-Werbemarkttrend-August-2024-Media-Mix-digital-1-300x258.png 300w\" sizes=\"auto, (max-width: 306px) 100vw, 306px\" \/><\/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 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-juli-2024\/\">Advertising Market Trend July 2024<\/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\/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>25.09.2024Advertising market is down on the previous year in August The \u201ctraditional\u201d advertising market closed out August at CHF 249.3 million, putting it 8.3 percent down on the previous year\u2019s 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. [&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":[123,154],"wbk_post_entry_tag":[],"class_list":["post-593063","wbk_post_entry","type-wbk_post_entry","status-publish","format-standard","hentry","wbk_post_entry_category-advertising-market-trend","wbk_post_entry_category-publications-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Advertising market is down on the previous year in August - 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\/advertising-market-is-down-on-the-previous-year-in-august\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advertising market is down on the previous year in August - Media Focus\" \/>\n<meta property=\"og:description\" content=\"25.09.2024Advertising market is down on the previous year in August The \u201ctraditional\u201d advertising market closed out August at CHF 249.3 million, putting it 8.3 percent down on the previous year\u2019s figure. 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Media Focus","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mediafocus.ch\/en\/publication\/advertising-market-is-down-on-the-previous-year-in-august\/","og_locale":"en_US","og_type":"article","og_title":"Advertising market is down on the previous year in August - Media Focus","og_description":"25.09.2024Advertising market is down on the previous year in August The \u201ctraditional\u201d advertising market closed out August at CHF 249.3 million, putting it 8.3 percent down on the previous year\u2019s 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. 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