{"id":602961,"date":"2026-05-20T14:07:10","date_gmt":"2026-05-20T12:07:10","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/traditional-advertising-market-stabilizes-in-april\/"},"modified":"2026-05-20T14:07:10","modified_gmt":"2026-05-20T12:07:10","slug":"traditional-advertising-market-stabilizes-in-april","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/en\/publication\/traditional-advertising-market-stabilizes-in-april\/","title":{"rendered":"Traditional advertising market stabilizes in April"},"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=\"2026-05-20T14:07:10+02:00\" itemprop=\"datePublished\">20.05.2026<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">Traditional advertising market stabilizes in April<\/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-32e8b3098e44d7f81dbe7c9b20c3eccc\" 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-9f4bc2e9bb9314293dbe71b7ea768034\">April 2026<\/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>After a decline in March, the market restabilized in April: the current month generated <strong>CHF 335.3 million<\/strong>, up <strong>+<\/strong><strong>0.6percent<\/strong> on the previous year\u2019s figure. Compared to the previous month of March, gross advertising pressure remained almost unchanged at a high level. In April, the traditional advertising market reached a cumulative gross advertising pressure of <strong>CHF 1\u2019200.6 million<\/strong>, remaining slightly above the previous year (<strong>+0.6 percent<\/strong>).<\/p>\n<p>The picture remains mixed across the traditional media categories. Among traditional media groups, <strong>out-of-home<\/strong> remains the key growth driver, growing by <strong>20.7 percent<\/strong> in April compared to the previous year. The other traditional media categories, by contrast, recorded declines: <strong>p<\/strong><strong>rint<\/strong> saw a decline of <strong>8.4 percent<\/strong>, <strong>radio<\/strong> declined by <strong>4.6 percent<\/strong>, <strong>TV<\/strong> by <strong>3.3 percent<\/strong> and <strong>cinema<\/strong> by <strong>2.8 percent<\/strong>.<\/p>\n<p>In the digital market, the gross advertising pressure in April amounted to <strong>CHF&nbsp;222.5 million<\/strong>, putting the digital market well above the previous month of March (<strong>CHF 190.0 million<\/strong>). The comparison with the previous year remains limited. <strong>Search<\/strong> dominated with a share of <strong>73.1 percent<\/strong>, followed by <strong>d<\/strong><strong>isplay<\/strong> (<strong>19.9 percent<\/strong>) and <strong>YouTube<\/strong> (<strong>7.0 percent<\/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 April 2026 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\/05\/EN-Werbemarkt-Trend-April-2026-Gesamtmarkt-klassisch-scaled.png\" alt=\"\" class=\"wp-image-196403\" 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\/05\/EN-Werbemarkt-Trend-April-2026-Monatsentwicklung-Media-Mix-klassisch-scaled.png\" alt=\"\" class=\"wp-image-196406\" style=\"width:1084px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong>A growing number of positive sectors<\/strong><\/h3>\n<p>In the traditional market, <strong>11 out of 21 sectors<\/strong> performed positively in April. The industry picture is therefore broader than in March, when only nine sectors were up on the previous year. The largest percentage increase was recorded by <strong>public<\/strong> <strong>transport companies<\/strong>, with an increase of <strong>101.3 percent<\/strong>, followed by <strong>vehicles<\/strong> (<strong>+43.8 percent<\/strong>) and <strong>digital &amp; household<\/strong> (<strong>+34.8 percent<\/strong>). <strong>Services<\/strong> (<strong>+14.6 percent<\/strong>), <strong>p<\/strong><strong>harmaceuticals &amp; health<\/strong> (<strong>+12.8 percent<\/strong>) and <strong>p<\/strong><strong>ersonal care<\/strong> (<strong>+11.7 percent<\/strong>) also showed significant positive growth.<\/p>\n<p><strong>Leisure, gastronomy, tourism<\/strong> also remained in the black with <strong>+9.7 percent<\/strong> and maintained its third place spot in the traditional sector ranking YTD. <strong>Telecommunications<\/strong> grew by <strong>9.5 percent<\/strong> in the current month, <strong>cosmetics &amp; toiletries<\/strong> by <strong>5.4 percent<\/strong>, <strong>cleaning<\/strong> by <strong>2.8 percent<\/strong> and <strong>building, industry, furnishings<\/strong> by <strong>2.0 percent<\/strong>.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong>Declines continue to affect high-volume sectors<\/strong><\/h3>\n<p>In contrast, ten sectors recorded a decrease in advertising pressure compared to the previous year. The largest percentage declines were seen in <strong>energy<\/strong>, with a fall of <strong>29.3 percent<\/strong>, followed by <strong>food<\/strong> (<strong>-18.7 percent<\/strong>) and <strong>retail trade<\/strong> (<strong>-17.8 percent<\/strong>). Despite these declines, <strong>retail trade<\/strong> and <strong>food<\/strong> remain the sectors with the highest advertising pressure YTD in the traditional market. <\/p>\n<p><strong>Tobacco products<\/strong> (<strong>-15.8 percent<\/strong>), <strong>initiatives &amp; campaigns<\/strong> (<strong>-11.1 percent<\/strong>), <strong>fashion &amp; sport<\/strong> (<strong>-6.6 percent<\/strong>), <strong>beverages<\/strong> (<strong>-5.7 percent<\/strong>), <strong>media<\/strong> (<strong>-4.1 percent<\/strong>) and <strong>events<\/strong> (<strong>-2.6 percent<\/strong>) also declined. At <strong>-1.1 percent<\/strong>, <strong>finance<\/strong> was only slightly below the previous year\u2019s level.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Sector ranking<\/strong><\/h3>\n<p>Sector ranking for April 2026.<\/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\/05\/EN-Werbemarkt-Trend-April-2026-Branchenranking-klassisch-scaled.png\" alt=\"\" class=\"wp-image-196409\" 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 April 2026.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"987\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/05\/EN-Werbemarkt-Trend-April-2026-Top-Produkte-klassisch-scaled.png\" alt=\"\" class=\"wp-image-196412\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\">Media Mix<\/h3>\n<p>Media mix for April.<\/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\/05\/EN-Werbemarkt-Trend-April-2026-Media-Mix-klassisch-scaled.png\" alt=\"\" class=\"wp-image-196415\" 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 April 2026 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\/05\/EN-Werbemarkt-Trend-April-2026-Gessamtmarkt-digital-scaled.png\" alt=\"\" class=\"wp-image-196418\" \/><\/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\/05\/EN-Werbemarkt-Trend-April-2026-Monatentwicklung-digital-scaled.png\" alt=\"\" class=\"wp-image-196421\" 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>As of April, <strong>retail<\/strong> continues to lead the traditional market, followed by <strong>food<\/strong> and <strong>leisure, gastronomy, tourism<\/strong>. In the digital market, on the other hand, <strong>leisure, gastronomy, tourism<\/strong> leads the ranking, just ahead of <strong>finance<\/strong> and <strong>services<\/strong>.<\/p>\n<p>The different weighting of individual sectors remains striking: in the digital market, <strong>f<\/strong><strong>inance<\/strong> ranked second, but in the traditional market came fifth. <strong>Services<\/strong> ranked third in the digital market, but eleventh in the traditional market. Conversely, <strong>food<\/strong> took second place in the traditional market, but had a much weaker position in the digital market. <strong>Retail trade<\/strong> remains relevant in both markets, but fell to fourth place in the digital market.<\/p>\n<p><strong>Telecommunications<\/strong> continued to have a much stronger presence in the digital market, reaching fifth place, while being only in the middle of the pack in the traditional market. Sectors such as <strong>media<\/strong>, <strong>energy<\/strong>, <strong>tobacco products<\/strong> and <strong>cleaning<\/strong> remained at the bottom of both markets.<\/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 April 2026.<\/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\/05\/EN-Werbemarkt-Trend-April-2026-Branchenranking-SoA-scaled.png\" alt=\"\" class=\"wp-image-196424\" 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 April 2026.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"900\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/05\/EN-Werbemarkt-Trend-April-2026-Top-Produkte-digital-scaled.png\" alt=\"\" class=\"wp-image-196427\" style=\"width:1082px;height:auto\" \/><\/figure>\n<p><strong>Search<\/strong> clearly dominated the media mix at <strong>73.1 percent<\/strong> and continued to be heavily influenced by travel, comparison and financial services. <strong>Display<\/strong> and <strong>YouTube<\/strong>, on the other hand, demonstrated a broader mix of telecommunications, mobility, consumer goods, entertainment and tourism.<\/p>\n<p>As in the previous month, <strong>SPUSU.CH<\/strong> led the ranking in display, followed by <strong>OUTDOOR-CHEF GASGRILL<\/strong>. Among others, these were followed by <strong>OPEL FRONTERA GELAENDEWAGEN<\/strong>, <strong>SWISS CASINOS PFAEFFIKON-ZUERICHSEE<\/strong>, <strong>LEXUS RZ 450E SUV ELEKTRO<\/strong>, <strong>THE DEVIL WEARS PRADA 2<\/strong>, <strong>E-FRAMER E-BIKE<\/strong>, <strong>DENNER SPONSORING<\/strong>, <strong>ZYN TABAKFREE NICOTINE POUCHES<\/strong> and <strong>TOURISMUS WALLIS<\/strong>.<\/p>\n<p>When it comes to search, <strong>BOOKING.COM<\/strong> remains the clear leader, followed by <strong>COMPARIS.CH<\/strong>, <strong>SKYSCANNER.CH<\/strong> and <strong>AXA.CH<\/strong>. Also in the top 10 were <strong>TRIVAGO.CH<\/strong>, <strong>OPODO.CH<\/strong>, <strong>EDREAMS.CH<\/strong>, <strong>CREDIT-NOW.CH<\/strong>, <strong>YALLO.CH<\/strong> and <strong>FINANCESCOUT24.CH<\/strong>.<\/p>\n<p>On YouTube, <strong>POKEMON POKOPIA<\/strong> took first place and replaced <strong>KNORR BOUILLON<\/strong>, which was still at the top in March. They were followed by <strong>TOMODACHI LIFE<\/strong>, <strong>CHICOREE BEKLEIDUNG DAMEN<\/strong>, <strong>DIE POST MOBILE APP<\/strong>, <strong>AXA PRIVATE VORSORGE<\/strong>, <strong>TOURISMUS GRAUBUENDEN<\/strong>, <strong>ZYN TABAKFREE NICOTINE POUCHES<\/strong>, <strong>PEPSI ZERO<\/strong> and <strong>LG 4K UHD OLED 65C57LA TV<\/strong>.<\/p>\n<p>With <strong>AXA.CH<\/strong> in the <strong>search <\/strong>ranking and <strong>AXA PRIVATE VORSORGE<\/strong> on <strong>YouTube<\/strong>, AXA was once again visible on several digital channels. <strong>ZYN TABAKFREE NICOTINE POUCHES<\/strong> was also represented in the display and <strong>YouTube <\/strong>rankings.<\/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 April 2026.<\/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\/05\/EN-Werbemarkt-Trend-April-2026-Media-Mix-digital-scaled.png\" alt=\"\" class=\"wp-image-196430\" \/><\/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\/publication\/2025-annual-summary-the-swiss-advertising-market\/\">2025 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\/first-quarter-slightly-up-despite-march-ending-in-the-red\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advertising Market Trend March 2026<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>20.05.2026Traditional advertising market stabilizes in April Advertising Market Trend April 2026 After a decline in March, the market restabilized in April: the current month generated CHF 335.3 million, up +0.6percent on the previous year\u2019s figure. Compared to the previous month of March, gross advertising pressure remained almost unchanged at a high level. In April, the [&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-602961","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 v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Traditional advertising market stabilizes in April - 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\/traditional-advertising-market-stabilizes-in-april\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Traditional advertising market stabilizes in April - Media Focus\" \/>\n<meta property=\"og:description\" content=\"20.05.2026Traditional advertising market stabilizes in April Advertising Market Trend April 2026 After a decline in March, the market restabilized in April: the current month generated CHF 335.3 million, up +0.6percent on the previous year\u2019s figure. Compared to the previous month of March, gross advertising pressure remained almost unchanged at a high level. 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Compared to the previous month of March, gross advertising pressure remained almost unchanged at a high level. 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