{"id":607121,"date":"2025-10-23T13:11:05","date_gmt":"2025-10-23T11:11:05","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/advertising-market-in-september-slightly-down-on-previous-year\/"},"modified":"2025-10-23T13:11:05","modified_gmt":"2025-10-23T11:11:05","slug":"advertising-market-in-september-slightly-down-on-previous-year","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/en\/publication\/advertising-market-in-september-slightly-down-on-previous-year\/","title":{"rendered":"Advertising market in September 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=\"2025-10-23T13:11:05+02:00\" itemprop=\"datePublished\">23.10.2025<\/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 in September slightly down on 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-530d586b0648a192a07e83ab8d2d4020\" 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-840355fe03feddbfb13fe8311f106a3e\">September 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>After two months of positive development, in September the traditional advertising market declined once more. With gross advertising pressure of CHF 376.7 million, it came in -4.2% lower than the same month in the previous year. As a result, the market is losing some of the upward momentum it gained in July and August.<\/p>\n<p>The traditional advertising market so far this year comes to CHF <strong>2,747.3 million gross<\/strong>, <strong>2.5% lower<\/strong> than the previous year (2024) in a YTD comparison.<\/p>\n<p>The media groups presented a lackluster picture in September. Radio is the only group that maintained its growth, with +3.6%. All other media groups recorded declines: print was most affected at -7.2%, followed by cinema (-6.4%), out-of-home (-6.0%) and TV (-1.1%).<\/p>\n<p>Digital advertising pressure in September was significantly higher than in the previous year, with search as the driver. That channel posted a clearly positive result, while display (-3.5%) and YouTube (-3.8%) recorded slight declines.*<\/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 September 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\/10\/EN-Werbemarkt-Trend-September-Gesamtmarkt-Grafik-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-194617\" 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\/10\/EN-Werbemarkt-Trend-September-Monatsentwicklung-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-194620\" style=\"width:1084px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong><strong>Fewer than half of sectors with strong showings<\/strong><\/strong><\/h3>\n<p>Overall, only eight out of 21 sectors were able to escape the negative trend in September. <strong>Retail<\/strong> is still at the top in the YTD comparison, posting growth of 14.4%, but is surpassed by the food industry (CHF 44.5 million) in terms of September spending (CHF 35.0 million). In percentage terms, the <strong>media sector<\/strong> recorded the most significant growth, while still ranking in the bottom third. Other winners included <strong>tobacco<\/strong> (+35.2%), <strong>digital &amp; household<\/strong> (+17.0%), <strong>services<\/strong> (+14.4%) and <strong>events<\/strong> (+7.8%).<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong><strong>Automotive sector slumps<\/strong><\/strong><\/h3>\n<p>In September, 13 sectors recorded declines. The biggest losers were the <strong>automotive sector<\/strong> (-27.8%), <strong>public<\/strong> <strong>transportation<\/strong> (-19.9%) and <strong>fashion &amp; sport<\/strong> (-19.4%). Although the <strong>finance <\/strong>and <strong>telecommunications sectors<\/strong> also recorded declines (-6.9% and -0.5%, respectively), they are still above the previous year\u2019s level in cumulative terms. <strong>Initiatives &amp; campaigns<\/strong> (-1.4%) and <strong>beverages<\/strong> (-0.9%) also narrowly fell into negative territory.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Sector ranking<\/strong><\/h3>\n<p>Sector ranking for September.<\/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\/10\/EN-Werbemarkt-Trend-September-Branchenranking-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-194623\" 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 September.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"1005\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/10\/EN-Werbemarkt-Trend-September-Top-Advertiser-Produkte-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-194626\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\">Media Mix<\/h3>\n<p>Media mix for September.<\/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\/10\/EN-Werbemarkt-Trend-September-Media-Mix-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-194629\" 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 September 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\/10\/EN-Werbemarkt-Trend-September-Gesamtmarkt-Grafik-digital-scaled.jpg\" alt=\"\" class=\"wp-image-194632\" \/><\/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\/10\/EN-Werbemarkt-Trend-September-Monatsentwicklung-digital-scaled.jpg\" alt=\"\" class=\"wp-image-194635\" 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><strong>Retail<\/strong> and the <strong>finance sector<\/strong> remain in the top three in both markets. In the digital market, the <strong>leisure, gastronomy &amp; tourism<\/strong> sector is at the top, with a share of 19.4%. In the traditional market, the <strong>food<\/strong> <strong>sector<\/strong> rounds off the podium \u2013 behind the previously mentioned <strong>retail<\/strong> and ahead of the <strong>finance sector<\/strong>. The <strong>automotive sector<\/strong> holds its own in the top third of both markets.<\/p>\n<p>Furthermore, the following sectors are in the middle of the two markets: <strong>pharmaceuticals &amp; health<\/strong>, <strong>cosmetics &amp; toiletries<\/strong>, <strong>fashion &amp; sport<\/strong> and <strong>beverages<\/strong>.<\/p>\n<p>At the bottom of the rankings, there was no change compared to the previous month.<br \/>In the traditional market, <strong>media<\/strong>, <strong>energy<\/strong> and <strong>tobacco<\/strong> came in last place, while in the digital market, <strong>energy<\/strong>, <strong>tobacco products<\/strong> and <strong>cleaning<\/strong> occupy the bottom spots.<\/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 September.<\/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\/10\/EN-Werbemarkt-Trend-September-Branchenranking-digital-SoA-scaled.jpg\" alt=\"\" class=\"wp-image-194638\" 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 September.<\/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\/10\/EN-Werbemarkt-Trend-September-Top-Produkte-digital-scaled.jpg\" alt=\"\" class=\"wp-image-194641\" style=\"width:1082px;height:auto\" \/><\/figure>\n<p>In the <strong>display<\/strong> segment, the <strong>Schweizer Obstverband<\/strong> (<strong>Swiss Fruit Association<\/strong>) took the top spot in September, while <strong>booking.com<\/strong> has been the undisputed leader in <strong>search<\/strong> since the beginning of the year, and the game <strong>Super Mario Party Jamboree<\/strong> was ranked first on <strong>YouTube<\/strong> after being in mid-field last month.<\/p>\n<p>As in the previous month, <strong>Kaex Basic<\/strong> held second place in <strong>display<\/strong>, while <strong>ZYN tobacco-free nicotine pouches<\/strong> took second on <strong>YouTube<\/strong>. In <strong>search<\/strong>, <strong>Trivago.ch<\/strong> moved from third to second place, pushing <strong>Comparis.ch<\/strong> back to fourth place. <strong>Pepsi Zero<\/strong> and <strong>Temu.com<\/strong> have also switched places on <strong>YouTube<\/strong>: <strong>Temu.com<\/strong> is now in third place, followed by the sugar-free soft drink.<\/p>\n<p>No product or service was able to stay in the top 10 in several channels in September.<\/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 September.<\/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\/10\/EN-Werbemarkt-Trend-September-Media-Mix-digital-scaled.jpg\" alt=\"\" class=\"wp-image-194644\" \/><\/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\/positive-trend-continues\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advertising Market Trend August 2025<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>23.10.2025Advertising market in September slightly down on previous year Advertising Market Trend September 2025 After two months of positive development, in September the traditional advertising market declined once more. With gross advertising pressure of CHF 376.7 million, it came in -4.2% lower than the same month in the previous year. As a result, the market [&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-607121","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>Advertising market in September 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\/advertising-market-in-september-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=\"Advertising market in September slightly down on previous year - Media Focus\" \/>\n<meta property=\"og:description\" content=\"23.10.2025Advertising market in September slightly down on previous year Advertising Market Trend September 2025 After two months of positive development, in September the traditional advertising market declined once more. 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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-in-september-slightly-down-on-previous-year\/","og_locale":"en_US","og_type":"article","og_title":"Advertising market in September slightly down on previous year - Media Focus","og_description":"23.10.2025Advertising market in September slightly down on previous year Advertising Market Trend September 2025 After two months of positive development, in September the traditional advertising market declined once more. With gross advertising pressure of CHF 376.7 million, it came in -4.2% lower than the same month in the previous year. As a result, the market [&hellip;]","og_url":"https:\/\/mediafocus.ch\/en\/publication\/advertising-market-in-september-slightly-down-on-previous-year\/","og_site_name":"Media Focus","og_image":[{"width":779,"height":450,"url":"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/10\/Cloture-1-2-4-1-2-2-1-1-2-2-2-1-1.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/mediafocus.ch\/en\/publication\/advertising-market-in-september-slightly-down-on-previous-year\/","url":"https:\/\/mediafocus.ch\/en\/publication\/advertising-market-in-september-slightly-down-on-previous-year\/","name":"Advertising market in September slightly down on previous year - Media Focus","isPartOf":{"@id":"https:\/\/mediafocus.ch\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/mediafocus.ch\/en\/publication\/advertising-market-in-september-slightly-down-on-previous-year\/#primaryimage"},"image":{"@id":"https:\/\/mediafocus.ch\/en\/publication\/advertising-market-in-september-slightly-down-on-previous-year\/#primaryimage"},"thumbnailUrl":"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Titelbild-Pfeil-neu-1024x576.png","datePublished":"2025-10-23T11:11:05+00:00","breadcrumb":{"@id":"https:\/\/mediafocus.ch\/en\/publication\/advertising-market-in-september-slightly-down-on-previous-year\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mediafocus.ch\/en\/publication\/advertising-market-in-september-slightly-down-on-previous-year\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mediafocus.ch\/en\/publication\/advertising-market-in-september-slightly-down-on-previous-year\/#primaryimage","url":"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Titelbild-Pfeil-neu-1024x576.png","contentUrl":"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/Titelbild-Pfeil-neu-1024x576.png"},{"@type":"BreadcrumbList","@id":"https:\/\/mediafocus.ch\/en\/publication\/advertising-market-in-september-slightly-down-on-previous-year\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mediafocus.ch\/en\/"},{"@type":"ListItem","position":2,"name":"Advertising market in September slightly down on previous year"}]},{"@type":"WebSite","@id":"https:\/\/mediafocus.ch\/en\/#website","url":"https:\/\/mediafocus.ch\/en\/","name":"Media Focus","description":"Data driven insights","publisher":{"@id":"https:\/\/mediafocus.ch\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mediafocus.ch\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mediafocus.ch\/en\/#organization","name":"Media Focus","url":"https:\/\/mediafocus.ch\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mediafocus.ch\/en\/#\/schema\/logo\/image\/","url":"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/05\/media-focus-logo-mit-claim.svg","contentUrl":"https:\/\/mediafocus.ch\/wp-content\/uploads\/2022\/05\/media-focus-logo-mit-claim.svg","caption":"Media Focus"},"image":{"@id":"https:\/\/mediafocus.ch\/en\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/mediafocus.ch\/en\/wp-json\/wp\/v2\/wbk_post_entry\/607121","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mediafocus.ch\/en\/wp-json\/wp\/v2\/wbk_post_entry"}],"about":[{"href":"https:\/\/mediafocus.ch\/en\/wp-json\/wp\/v2\/types\/wbk_post_entry"}],"replies":[{"embeddable":true,"href":"https:\/\/mediafocus.ch\/en\/wp-json\/wp\/v2\/comments?post=607121"}],"version-history":[{"count":0,"href":"https:\/\/mediafocus.ch\/en\/wp-json\/wp\/v2\/wbk_post_entry\/607121\/revisions"}],"wp:attachment":[{"href":"https:\/\/mediafocus.ch\/en\/wp-json\/wp\/v2\/media?parent=607121"}],"wp:term":[{"taxonomy":"wbk_post_entry_category","embeddable":true,"href":"https:\/\/mediafocus.ch\/en\/wp-json\/wp\/v2\/wbk_post_entry_category?post=607121"},{"taxonomy":"wbk_post_entry_tag","embeddable":true,"href":"https:\/\/mediafocus.ch\/en\/wp-json\/wp\/v2\/wbk_post_entry_tag?post=607121"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}