{"id":621255,"date":"2025-08-25T07:24:32","date_gmt":"2025-08-25T05:24:32","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/slight-upswing-as-holiday-season-begins\/"},"modified":"2025-08-25T07:24:32","modified_gmt":"2025-08-25T05:24:32","slug":"slight-upswing-as-holiday-season-begins","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/en\/publication\/slight-upswing-as-holiday-season-begins\/","title":{"rendered":"Slight upswing as holiday season begins"},"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=\"2025-08-25T07:24:32+02:00\" itemprop=\"datePublished\">25.08.2025<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">Slight upswing as holiday season begins<\/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-ae2936493d2af7bd263d2119b52dfe7a\" 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-cfce127a2cfa217aa54ceed357f8130c wp-block-paragraph\">July 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 class=\"wp-block-paragraph\">July 2025 saw a slight recovery in the \u201ctraditional\u201d Swiss advertising market: with gross advertising pressure of <strong>CHF 253.6 million<\/strong>, it came in <strong>+2.9 percent<\/strong> higher than the same month in the previous year. This marks the market\u2019s first return to positive territory in 2025.<br \/>In the year to date (YTD), the traditional advertising market has achieved gross advertising pressure of <strong>CHF 2.11 billion<\/strong>, down <strong>2.8 percent<\/strong> on 2024.<\/p>\n<p class=\"wp-block-paragraph\">The media groups presented a mixed picture in July. While <strong>out-of-home<\/strong> continues its positive development, growing by <strong>+14.8 percent<\/strong>, <strong>cinema<\/strong> was the real surprise, with a striking increase of <strong>+83.7 percent<\/strong> \u2013 a clear indication of the summer blockbuster season. By contrast, <strong>print (-4.1%)<\/strong> and <strong>radio (-6.5%)<\/strong> recorded declines, while <strong>TV<\/strong> remained relatively stable at <strong>-1.3 percent<\/strong>.<\/p>\n<p class=\"wp-block-paragraph\">With gross advertising pressure of <strong>CHF 157.0 million<\/strong> in July 2025, there was practically no change in the digital advertising market compared to the same month of the previous year (<strong>-0.1%<\/strong>). This is a marked improvement on previous months, which in some cases brought double-digit decline. To date, gross digital advertising pressure amounts to <strong>CHF 866.1 million<\/strong>, down <strong>28.3 percent<\/strong>. <strong>Search<\/strong> remains the leader among the channels with a market share of <strong>61.3 percent<\/strong>, but fell slightly year-on-year (<strong>-6.0%<\/strong>). <strong>Display<\/strong>, on the other hand, performed positively, increasing by <strong>+16.6 percent<\/strong> and reaching a share of <strong>27.4 percent<\/strong>. <strong>YouTube<\/strong> was largely stagnant (<strong>-1.0%<\/strong>), holding its own with a share of <strong>11.3 percent<\/strong>.<\/p>\n<p class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">Advertising pressure development up to July 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\/08\/EN-Werbemarkt-Trend-Juli-Gesamtmarkt-Grafik-klassisch-scaled.png\" alt=\"\" class=\"wp-image-194303\" 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\/08\/EN-Werbemarkt-Trend-Juli-Monatsentwicklung-Media-Mix-klassisch-scaled.png\" alt=\"\" class=\"wp-image-194309\" style=\"width:1084px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\">Retail and food on the rise<\/h3>\n<p class=\"wp-block-paragraph\">Overall, <strong>12 out of 21 sectors<\/strong> managed to increase their advertising pressure in July compared with the same month in the previous year. In the traditional advertising market, retail remains the undisputed leader. With <strong>CHF 34.0 million<\/strong> in July, an increase of <strong>30.5 percent<\/strong> over the previous year, and a cumulative total of <strong>CHF 244.1 million YTD<\/strong>, it remains the strongest advertising sector in 2025. The food industry also posted strong growth in July, with an increase of <strong>21.4 percent<\/strong>. Other winners of the month include construction, industry and furnishings with growth of <strong>31.5 percent<\/strong>, telecommunications with <strong>23.1 percent<\/strong>, public transport with <strong>27.2 percent<\/strong> and personal care with a remarkable increase of <strong>40.2 percent<\/strong>.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong>Decline in cosmetics, pharmaceuticals and energy<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">By contrast, <strong>nine sectors<\/strong> recorded a decline in July. Particularly affected were cosmetics &#038; toiletries with a decline of <strong>-21.8 percent<\/strong> and pharmaceuticals &#038; health, at <strong>-35.5 percent<\/strong>. After achieving significant growth in July 2024, these two sectors are now among the clear losers. There was further negative development in initiatives &#038; campaigns, down by <strong>-18.9 percent <\/strong>on the previous year. Also under pressure are leisure, gastronomy and tourism and the automotive sector, with falls of <strong>-19.8 percent and -19.5 percent<\/strong> <strong>respectively<\/strong>. The decline was even greater in the cleaning industry, which recorded a drop of <strong>-22.7 percent<\/strong> in the traditional market in July, which kept it at the lower end of the sector ranking.<\/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 July.<\/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\/08\/EN-Werbemarkt-Trend-Juli-Branchenranking-klassisch-scaled.png\" alt=\"\" class=\"wp-image-194315\" 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 class=\"wp-block-paragraph\">The top advertisers and most advertised products and services (excluding range, image and other advertising) in July.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"976\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/08\/EN-Werbemarkt-Trend-Juli-Top-Advertiser-Produkte-klassisch-scaled.png\" alt=\"\" class=\"wp-image-194318\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\">Media Mix<\/h3>\n<p class=\"wp-block-paragraph\">Media mix for July.<\/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\/08\/EN-Werbemarkt-Trend-Juli-Media-Mix-klassisch-scaled.png\" alt=\"\" class=\"wp-image-194321\" 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 class=\"wp-block-paragraph\">Development of advertising pressure up to July 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\/08\/EN-Werbemarkt-Trend-Juli-Gesamtmarkt-Grafik-digital-scaled.png\" alt=\"\" class=\"wp-image-194324\" \/><\/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\/08\/EN-Werbemarkt-Trend-Juli-Monatsentwicklung-Media-Mix-digital-1-scaled.png\" alt=\"\" class=\"wp-image-194327\" style=\"width:1085px;height:auto\" \/><\/figure>\n<p class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\"><strong>Retail<\/strong> remains in the top three in both markets. With a share of <strong>CHF 244.1 million YTD<\/strong>, it takes first place in the traditional advertising market, while a market share of <strong>17.4 percent YTD<\/strong> puts it in second place in the digital advertising market.<\/p>\n<p class=\"wp-block-paragraph\">The <strong>food<\/strong> <strong>(CHF 236.9 million)<\/strong> and <strong>finance<\/strong> <strong>(CHF 160.6 million)<\/strong> sectors round out the top three in the traditional market. In the digital market, however, the <strong>leisure, gastronomy and tourism<\/strong> sector remains in the lead with a share of <strong>19.3 percent<\/strong>, followed by <strong>retail (17.4%)<\/strong> and <strong>finance (12.7%)<\/strong>.<\/p>\n<p class=\"wp-block-paragraph\">In both the digital and traditional markets, the <strong>beverage, cosmetics &#038; toiletries, pharmaceuticals &#038; health and<\/strong> <strong>fashion &#038; sports<\/strong> sectors are positioned in the middle of the ranking.<\/p>\n<p class=\"wp-block-paragraph\">Despite stable figures, <strong>cleaning (0.2%)<\/strong> and <strong>tobacco (0.5%)<\/strong> are at the bottom of the digital market. In the traditional market, the <strong>tobacco (CHF 7.4 million\/-50.0%)<\/strong>, <strong>energy (CHF 14.0 million\/-22.2%)<\/strong> and <strong>media (CHF 23.6 million\/+5.8%)<\/strong> <strong>sectors<\/strong> are at the lower end of the industry ranking in terms of gross advertising pressure.<\/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 class=\"wp-block-paragraph\">Sector ranking for July.<\/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\/08\/EN-Werbemarkt-Trend-Juli-Branchenranking-digital-SoA-scaled.png\" alt=\"\" class=\"wp-image-194330\" 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 class=\"wp-block-paragraph\">The most advertised products and services (excluding range, image and other advertising) in July.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"887\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/08\/EN-Werbemarkt-Trend-Juli-Top-Produkte-digital-scaled.png\" alt=\"\" class=\"wp-image-194333\" style=\"width:1082px;height:auto\" \/><\/figure>\n<p class=\"wp-block-paragraph\">In <strong>display<\/strong> advertising, the <strong>Yuh mobile app<\/strong> took the top spot in July, replacing Activ Fitness\u2019s campaign, which led in June. In <strong>search<\/strong>, <strong>booking.com<\/strong> confirms its undisputed leadership and remains the dominant product \u2013 as it has been since the beginning of the year. <strong>Tourism Switzerland<\/strong> led the <strong>YouTube<\/strong> ranking in July, while <strong>Pepsi Zero<\/strong> and <strong>McDonald\u2019s restaurants<\/strong> are among the top three.<\/p>\n<p class=\"wp-block-paragraph\">Several brands that played an important role in June have fallen out of the top ranks in July. For example, <strong>Tchibo ladies\u2019 clothing<\/strong>, which led YouTube in June, no longer appears in the top 10. <strong>Temu.com<\/strong>, which had a major presence on YouTube in June, is no longer listed in the current ranking. <strong>Nivea<\/strong> remains visible on YouTube, but only with the product <em>Luminous630 Skin Glow Serum<\/em>.<\/p>\n<p class=\"wp-block-paragraph\"><strong>Swiss Air Lines<\/strong> is among the top products both with its flight advertising in the display ranking and sponsorship on YouTube.<\/p>\n<p class=\"wp-block-paragraph\">New to the upper ranks in July are campaigns such as the <strong>UEFA Women\u2019s Euro 2025<\/strong> along with tobacco alternatives, including the <strong>IQOS tobacco heating system<\/strong> and the <strong>ZYN tobacco-free nicotine pouches<\/strong>, which are gaining visibility in the digital environment. All told, July presents a mix of stable frontrunners like booking.com, cross-platform brands such as Swiss Air Lines, and new campaigns covering a wide range of products.<\/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 class=\"wp-block-paragraph\">Media mix for July.<\/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\/08\/EN-Werbemarkt-Trend-Juli-Media-Mix-digital-scaled.png\" alt=\"\" class=\"wp-image-194336\" \/><\/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\/publication\/mid-year-figures-a-subdued-start-to-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advertising Market Trend June 2025<\/a><\/div>\n<\/div>\n<p class=\"wp-block-paragraph\">\n","protected":false},"excerpt":{"rendered":"<p>25.08.2025Slight upswing as holiday season begins Advertising Market Trend July 2025 July 2025 saw a slight recovery in the \u201ctraditional\u201d Swiss advertising market: with gross advertising pressure of CHF 253.6 million, it came in +2.9 percent higher than the same month in the previous year. This marks the market\u2019s first return to positive territory in [&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-621255","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 v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Slight upswing as holiday season begins - 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\/slight-upswing-as-holiday-season-begins\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Slight upswing as holiday season begins - Media Focus\" \/>\n<meta property=\"og:description\" content=\"25.08.2025Slight upswing as holiday season begins Advertising Market Trend July 2025 July 2025 saw a slight recovery in the \u201ctraditional\u201d Swiss advertising market: with gross advertising pressure of CHF 253.6 million, it came in +2.9 percent higher than the same month in the previous year. 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