{"id":621261,"date":"2025-02-24T09:24:11","date_gmt":"2025-02-24T08:24:11","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/a-subdued-start-to-the-year-only-out-of-home-and-cinema-withstood-the-decline-in-the-advertising-market\/"},"modified":"2025-02-24T09:24:11","modified_gmt":"2025-02-24T08:24:11","slug":"a-subdued-start-to-the-year-only-out-of-home-and-cinema-withstood-the-decline-in-the-advertising-market","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/en\/publication\/a-subdued-start-to-the-year-only-out-of-home-and-cinema-withstood-the-decline-in-the-advertising-market\/","title":{"rendered":"A subdued start to the year: only out-of-home and cinema withstood the decline in the advertising market"},"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=\"2025-02-24T09:24:11+01:00\" itemprop=\"datePublished\">24.02.2025<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">A subdued start to the year: only out-of-home and cinema withstood the decline in the advertising market<\/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-29f76d24609f1b9d213f6d52362d2d44\" 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-a471da93aec711a21df78812b55912cb wp-block-paragraph\">January 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\">While 2024 started with growth, 2025 started down 6.1% in the traditional advertising market, with a gross advertising pressure of CHF 261.0&nbsp;million. This decline is due to a reduction in gross advertising pressure in more than half of all sectors.<\/p>\n<p class=\"wp-block-paragraph\">Of the traditional media groups, only <strong>out-of-home<\/strong> (+5.9%) and <strong>cinema<\/strong> (+9.9%) experienced growth compared to the previous year. All other traditional media groups saw losses, with <strong>radio<\/strong> suffering the biggest decline at -20.8%, followed by <strong>print<\/strong> (-17.3%) and <strong>TV<\/strong> (-2.3%). In terms of the media mix, however, <strong>TV<\/strong> remains the strongest media group by percentage at 35.6% (PY: 34.2%). <strong>Print <\/strong>and <strong>out-of-home <\/strong>are now equal (29.5%). However, <strong>out-of-home<\/strong> grew 3.3 percentage points compared to the previous year, while print dropped a full 4 percentage points in the traditional advertising market. <strong>Radio <\/strong>came in fourth with a share of 4.6% (PY: 5.5%). <strong>Cinema<\/strong> is currently at 0.6% (PY: 0.5%). If advertising from the cinema environment (foyer) were allocated to the <strong>cinema<\/strong> media group and not <strong>D-OOH<\/strong>, the share would be 0.7%. From 2025 onward, this allocation will be possible for the current year via the advertising medium dimension or the marketer dimension.<\/p>\n<p class=\"wp-block-paragraph\">In the digital advertising market, <strong>search<\/strong> (69.8%) continued to come in above <strong>display<\/strong> (17.9%) and <strong>YouTube<\/strong> (12.3%). But while <strong>display<\/strong> and <strong>search<\/strong> have declined year-on-year, <strong>YouTube<\/strong> remained on a growth trajectory.<\/p>\n<p class=\"wp-block-paragraph\">The data collection methodology for the <strong>search<\/strong> media group has been thoroughly revised in consultation with experts from media agencies. Data quality and market analysis have been improved through optimized keyword selection and a new evaluation method.<\/p>\n<p class=\"wp-block-paragraph\">Unfortunately, Google\u2019s latest security updates led to a temporary worldwide restriction in the tracking of search ads, which slightly reduced gross advertising pressure in the second half of January.<\/p>\n<p class=\"wp-block-paragraph\">The decline in <strong>display<\/strong> is partly down to a technical update by 20 Minuten, which meant that the data for \u201c20 Minuten Online\u201d was not provided in time. These figures will be retroactively adjusted when the February data is finalized.<\/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 January 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\/02\/EN-Werbemakrt-Trend-Januar-2025-Gesamtmarkt-Grafik-1-1024x584.png\" alt=\"\" class=\"wp-image-192908\" 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\/02\/EN-Werbemarkt-Trend-Januar-2025-Monatsentwicklung-Media-Mix-klassisch-1-1024x584.png\" alt=\"\" class=\"wp-image-192911\" style=\"width:1084px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong>Retail leads the pack while energy sees the biggest growth<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">The <strong>retail sector<\/strong> (+14.3%) is leading the current monthly rankings. <strong>Migros<\/strong>, <strong>Denner<\/strong> and <strong>Aldi<\/strong> have been much more active in the first month of 2025 than in the previous year, and are fueling the growth in advertising pressure in the sector. The <strong>food sector<\/strong> and <strong>leisure, gastronomy and tourism<\/strong> came in second and third respectively, but despite making the top three, these two sectors saw a decline compared to the previous year (-9.4% and -3.2%).<\/p>\n<p class=\"wp-block-paragraph\">The <strong>energy sector<\/strong> experienced particularly strong growth, with the highest percentage increase of <strong>51.1%<\/strong> compared to the previous year \u2013 although it remains in the bottom third of the rankings, along with <strong>personal care<\/strong> (+22.7%) and <strong>cleaning<\/strong> (+2.4%). The <strong>beverages<\/strong> (+27.1%), <strong>services<\/strong> (+12.8%) and <strong>events<\/strong> (+2.4%) sectors also performed positively, sitting in the middle of the pack.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong>Downward trends in 14 sectors<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">In January, <strong>14 out of 21 sectors<\/strong> recorded a decline compared to the previous year. The hardest-hit sector was <strong>tobacco<\/strong> (-58.4%), followed by <strong>construction, industry and furnishings<\/strong> (-27.6%) and <strong>digital and household goods<\/strong> (-26.7%).<\/p>\n<p class=\"wp-block-paragraph\"><strong>Initiatives and campaigns<\/strong> (-18.1%), <strong>cosmetics and toiletries<\/strong> (-17.3%), <strong>vehicles<\/strong> (-17.0%), <strong>fashion and sport<\/strong> (-13.6%) and <strong>public transport<\/strong> (-13.0%) also experienced significant decline.<strong>Media<\/strong> (-7.3%), <strong>telecommunications<\/strong> (-7.1%), <strong>finance<\/strong> (-6.1%), <strong>pharmaceuticals and health<\/strong> (-4.3%) and <strong>leisure, gastronomy and tourism<\/strong> (-3.2%) also showed a downward trend compared to the previous 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 January.<\/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\/02\/EN-Werbemarkt-Trend-Januar-2025-Branchen-klassisch-1-1024x584.png\" alt=\"\" class=\"wp-image-192914\" 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 January.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"8000\" height=\"3097\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/EN-Werbemarkt-Trend-Januar-2025-Top-10-Advertiser-klassisch-1.png\" alt=\"\" class=\"wp-image-192917\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\">Media Mix<\/h3>\n<p class=\"wp-block-paragraph\">Media mix for January.<\/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\/02\/EN-Werbemarkt-Trend-Januar-2025-Media-Mix-klassisch-1-1024x584.png\" alt=\"\" class=\"wp-image-192920\" 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 January 2025 in CHF million gross.<\/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\/02\/EN-Werbemarkt-Trend-Januar-2025-Gesamtmarkt-Grafik-digital.png\" alt=\"\" class=\"wp-image-192784\" \/><\/figure>\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\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\/02\/EN-Werbemarkt-Trend-Januar-2025-Monatsentwicklung-Media-Mix-digital-1-1024x584.png\" alt=\"\" class=\"wp-image-192926\" style=\"width:1085px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong>Sector ranking: traditional vs. digital channels in comparison <\/strong><\/h3>\n<p class=\"wp-block-paragraph\">The <strong>finance sector<\/strong> led the digital advertising market, with <strong>retail<\/strong> coming in fourth \u2013 the exact opposite of their rankings in the traditional market. <strong>Leisure, gastronomy and tourism<\/strong> (second) and <strong>services<\/strong> (third) completed the top three in the digital market. In the traditional market, on the other hand, the <strong>food sector<\/strong> ranked second and <strong>leisure, gastronomy and tourism<\/strong> ranked third.<\/p>\n<p class=\"wp-block-paragraph\">In both rankings, the <strong>construction, industry and furnishings sector<\/strong> remained in the top third. On the other end of the scale, the <strong>tobacco sector<\/strong> came in last place in both markets. <strong>Media<\/strong> and <strong>energy<\/strong> both sit in the bottom third, while <strong>telecommunications<\/strong> and <strong>pharmaceuticals and health<\/strong> sit in the middle of both advertising 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 class=\"wp-block-paragraph\">Sector ranking for January.<\/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\/02\/en_branchenranking_digital_soa-1024x584.png\" alt=\"\" class=\"wp-image-192954\" 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 January.<\/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\/02\/EN-Werbemarkt-Trend-Januar-2025-Top-10-Produkte-digital-1-1024x361.png\" alt=\"\" class=\"wp-image-192932\" style=\"width:1082px;height:auto\" \/><\/figure>\n<p class=\"wp-block-paragraph\">In the <strong>display<\/strong> sector, Active Fitness took first place, while booking.com was top of the <strong>search<\/strong> rankings and Chinese low-price retail giant Temu.com was at the top of the <strong>YouTube<\/strong> list. No product or service managed to break into the top 10 for more than one channel.<\/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 January.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"8000\" height=\"4563\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/EN-Werbemarkt-Trend-Januar-2025-Media-Mix-digital-1.png\" alt=\"\" class=\"wp-image-192935\" \/><\/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\/december-well-below-previous-year\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advertising Market Trend December 2024<\/a><\/div>\n<\/div>\n<p class=\"wp-block-paragraph\">\n","protected":false},"excerpt":{"rendered":"<p>24.02.2025A subdued start to the year: only out-of-home and cinema withstood the decline in the advertising market Advertising Market Trend January 2025 While 2024 started with growth, 2025 started down 6.1% in the traditional advertising market, with a gross advertising pressure of CHF 261.0&nbsp;million. This decline is due to a reduction in gross advertising pressure [&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-621261","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>A subdued start to the year: only out-of-home and cinema withstood the decline in the advertising market - 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\/a-subdued-start-to-the-year-only-out-of-home-and-cinema-withstood-the-decline-in-the-advertising-market\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A subdued start to the year: only out-of-home and cinema withstood the decline in the advertising market - Media Focus\" \/>\n<meta property=\"og:description\" content=\"24.02.2025A subdued start to the year: only out-of-home and cinema withstood the decline in the advertising market Advertising Market Trend January 2025 While 2024 started with growth, 2025 started down 6.1% in the traditional advertising market, with a gross advertising pressure of CHF 261.0&nbsp;million. 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