{"id":614609,"date":"2025-03-25T10:19:17","date_gmt":"2025-03-25T09:19:17","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/out-of-home-remains-high\/"},"modified":"2025-03-25T10:19:17","modified_gmt":"2025-03-25T09:19:17","slug":"out-of-home-remains-high","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/en\/publication\/out-of-home-remains-high\/","title":{"rendered":"Out-of-home remains 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=\"2025-03-25T10:19:17+01:00\" itemprop=\"datePublished\">25.03.2025<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">Out-of-home remains 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-c8179fb44599f398df61a34d949298af\" 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-7be6cf3282c56668a02d6c5ab92ea615\">Advertising Market Trend&nbsp;<\/h1>\n<p class=\"has-turquoise-color has-text-color has-link-color has-large-font-size wp-elements-866c4fd8d433c8f1488c37b708125b6d wp-block-paragraph\">February 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-192968 size-full\" \/><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">The Swiss advertising market closed out February 2025 with \u201ctraditional\u201d media once again in the red. The year-on-year drop was less stark in February than it was in January, but, at CHF 255.8 gross, traditional advertising pressure was still 3.6% under the value recorded for the same month last year.<\/p>\n<p class=\"wp-block-paragraph\">All media groups except <strong>out-of-home<\/strong> (+8.7%) recorded lower figures for February 2025 than for February 2024. 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 class=\"wp-block-paragraph\">After two months, the traditional advertising market has gross advertising pressure of CHF 517.3 million, a drop of 4.8% compared to 2024.<\/p>\n<p class=\"wp-block-paragraph\">In the digital advertising market, <strong>search<\/strong> has retained its lead with a share of 45.4%, despite Google\u2019s major changes and the associated drop in advertising pressure (see the section on information about digital data). It is followed by <strong>display advertising<\/strong>, with 35.5%, then<strong> YouTube<\/strong>, with 19.1%.While the results for <strong>search<\/strong> and <strong>display<\/strong> are lower than in the previous year, <strong>YouTube<\/strong> continues to grow.<\/p>\n<p class=\"wp-block-paragraph\">Information on digital data:&nbsp; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<\/p>\n<p class=\"wp-block-paragraph\"><strong>Search: optimization and Google\u2019s tweaks <\/strong><strong><\/strong><\/p>\n<p class=\"wp-block-paragraph\">As mentioned in the previous newsletter, Google has updated its security processes. In February, too, this meant that search ads were harder to find. As a result, advertising pressure in January and February was lower than usual.<\/p>\n<p class=\"wp-block-paragraph\">We expect to see valid data from March onward. Initial analyses are indicating a high level of stability, although the gross advertising volume is lower than the previous year\u2019s figure.<\/p>\n<p class=\"wp-block-paragraph\"><strong>YouTube \u2013 sector-specific evaluation <\/strong><strong><\/strong><\/p>\n<p class=\"wp-block-paragraph\">With the finalization of the February data, we are introducing a sector-specific evaluation of YouTube data to provide an even more precise depiction of advertising pressure. The evaluation will be adjusted retroactively to January 2024 to ensure comparability 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><strong>Advertising pressure in the market as a whole<\/strong><\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Advertising pressure development up to February 2025 in CHF million gross.<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"584\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/03\/EN-Werbemarkt-Trend-Feb.-2025-Gesamtmarkt-Grafik-klassisch-1024x584.png\" alt=\"\" class=\"wp-image-193173\" style=\"width:1085px;height:auto\" \/><\/figure>\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"584\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/03\/EN-Werbemarkt-Trend-Feb.-2025-Monatsentwicklun-Media-Mix-klassisch-1024x584.png\" alt=\"\" class=\"wp-image-193176\" style=\"width:1085px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong><strong>Retail pulls ahead<\/strong><\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Just 7 out of 21 sectors in the traditional advertising market were able to escape the overarching downward trend. Once again, <strong>retail<\/strong> was the undisputed leader of the pack, recording gross advertising pressure of CHF 33.8 million, or growth of +32.0%, in February, and pulling even further ahead of subsequent contenders YTD.<\/p>\n<p class=\"wp-block-paragraph\">The <strong>telecommunications industry<\/strong> also performed well, at +15.6%. Positive trends were additionally seen in the <strong>finance<\/strong> (+13.6%), <strong>telecommunications<\/strong> (+15.6%) and <strong>energy sectors<\/strong>, the latter once again experiencing a hefty boost of +38.4%. <strong>Digital &#038; household <\/strong>&nbsp;(+14.9%), <strong>personal care<\/strong> (+40.1%) and the <strong>cleaning industry<\/strong> (+24.2%) once again made gains in February, compared to the same month in the previous year.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong><strong>Downward trends in 14 sectors<\/strong><\/strong><\/h3>\n<p class=\"wp-block-paragraph\">The result for the <strong>tobacco industry <\/strong>is a clear reflection of the impact of the tighter advertising ban: at -84.3%, the industry is very much bringing up the rear. That said, sectors towards the top of the leaderboard are in the red, too. The chasing pack, led by <strong>food <\/strong>(-8.5%), <strong>leisure, gastronomy and tourism<\/strong> (-24.7 %) and<strong> initiatives &#038; campaigns <\/strong>&nbsp;(-12.7%) lost ground in February, with the advertising pressure recorded by other industries, such as <strong>pharmaceuticals &#038; health<\/strong> (-17.2%) and <strong>transportation<\/strong> (-39.6%), also sometimes dropping substantially in the second month of the year.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Sector ranking<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Sector ranking for February.<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"584\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/03\/EN-Werbemarkt-Trend-Feb.-2025-Branchenranking-klassisch-1-1024x584.png\" alt=\"\" class=\"wp-image-193245\" style=\"width:1084px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong><strong>Top advertisers and products<\/strong><\/strong><\/h3>\n<p class=\"wp-block-paragraph\">The top advertisers and most advertised products and services (excluding range, image and other advertising) in February.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"5334\" height=\"2090\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/03\/WMT-02-2025_Seite_14.png\" alt=\"\" class=\"wp-image-193241\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\"><strong>Media mix<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Media mix for&nbsp;February.<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"584\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/03\/EN-Werbemarkt-Trend-Feb.-2025-Media-Mix-klassisch-1024x584.png\" alt=\"\" class=\"wp-image-193185\" style=\"width:1084px;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><strong>Advertising pressure in the digital market<\/strong><\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Development of advertising pressure up to February 2025 in CHF million gross.<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"584\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/03\/EN-Werbemarkt-Trend-Feb.-2025-Gesamtmarkt-Grafik-digital-1024x584.png\" alt=\"\" class=\"wp-image-193188\" style=\"width:1083px;height:auto\" \/><\/figure>\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"584\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/03\/EN-Werbemarkt-Trend-Feb.-2025-Monatsentwicklung-Media-Mix-digital-1024x584.png\" alt=\"\" class=\"wp-image-193191\" style=\"width:1083px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong><strong><br \/><strong>Sector ranking: traditional vs. digital channels in compariso<\/strong><\/strong>n<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">The <strong>leisure, gastronomy and tourism<\/strong> sector is in pole position in the digital advertising market for the year to date (YTD), although it only recorded the second-highest gross advertising expenditure in February. These industries take third place in the traditional market. In the digital market, <strong>retail<\/strong> (2nd place) and <strong>finance<\/strong> (3rd place) are the other medalists on the podium. While <strong>retail<\/strong> is in the lead in the traditional market, <strong>finance<\/strong>, in 5th place, just manages to squeeze into the top third.<\/p>\n<p class=\"wp-block-paragraph\"><strong>Pharmaceuticals &#038; health<\/strong>, <strong>telecommunications<\/strong> and <strong>beverages<\/strong> are in the middle of the table for both channels.<\/p>\n<p class=\"wp-block-paragraph\">The <strong>tobacco<\/strong>, <strong>events<\/strong> and <strong>cleaning<\/strong> sectors are languishing at the bottom of the digital market, although <strong>tobacco<\/strong> and <strong>cleaning<\/strong> are the only sectors to have made headway compared to the previous year. In the traditional market, <strong>tobacco<\/strong> is in last place (as mentioned above), with the <strong>energy<\/strong>, <strong>media<\/strong> and <strong>transportation<\/strong> sectors just ahead of it.<\/p>\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\">Sector ranking<\/h3>\n<p class=\"wp-block-paragraph\">Sector ranking for February.<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"584\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/03\/EN-Werbemarkt-Trend-Feb.-2025-Branchenranking-SoA-digital-1024x584.png\" alt=\"\" class=\"wp-image-193194\" style=\"width:1085px;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 class=\"wp-block-paragraph\">The most advertised products and services (excluding range, image and other advertising) in February.<\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"361\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/03\/EN-Werbemarkt-Trend-Feb.-2025-Top-Produkte-digital-1-1024x361.png\" alt=\"\" class=\"wp-image-193200\" style=\"width:1082px;height:auto\" \/><\/figure>\n<p class=\"wp-block-paragraph\">The wireless carrier spusu.ch took first place in the <strong>display<\/strong> sector, while <strong>booking.com<\/strong> was top of the <strong>search<\/strong> rankings and the <strong>Audi A6 e-tron<\/strong> was at the top of the <strong>YouTube<\/strong> list. <strong>TUI Holidays<\/strong> made it into the top half of the top 10 for <strong>display<\/strong>, with <strong>tui.ch<\/strong> in the bottom half of the top 10 for <strong>search<\/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\"><strong>M<\/strong>edia Mix<\/h3>\n<p class=\"wp-block-paragraph\">Media mix for February.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"5334\" height=\"3042\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/03\/EN-Werbemarkt-Trend-Feb.-2025-Media-Mix-digital.png\" alt=\"\" class=\"wp-image-193203\" \/><\/figure>\n<p class=\"wp-block-paragraph\">\n<p class=\"wp-block-paragraph\">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\/publications-en\/brand-trend\/a-subdued-start-to-the-year-only-out-of-home-and-cinema-withstood-the-decline-in-the-advertising-market\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advertising Market Trend<\/a><\/div>\n<\/div>\n<p class=\"wp-block-paragraph\">\n","protected":false},"excerpt":{"rendered":"<p>25.03.2025Out-of-home remains high Advertising Market Trend&nbsp; February 2025 The Swiss advertising market closed out February 2025 with \u201ctraditional\u201d media once again in the red. The year-on-year drop was less stark in February than it was in January, but, at CHF 255.8 gross, traditional advertising pressure was still 3.6% under the value recorded for the same [&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":[164,124],"wbk_post_entry_tag":[],"class_list":["post-614609","wbk_post_entry","type-wbk_post_entry","status-publish","format-standard","hentry","wbk_post_entry_category-werbemarkttrend-en","wbk_post_entry_category-publications"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Out-of-home remains 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\/out-of-home-remains-high\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Out-of-home remains high - Media Focus\" \/>\n<meta property=\"og:description\" content=\"25.03.2025Out-of-home remains high Advertising Market Trend&nbsp; February 2025 The Swiss advertising market closed out February 2025 with \u201ctraditional\u201d media once again in the red. 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