{"id":624647,"date":"2024-12-27T07:19:58","date_gmt":"2024-12-27T06:19:58","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/advertising-pressure-reaches-its-christmas-peak-albeit-at-a-lower-level-than-last-year\/"},"modified":"2024-12-27T07:19:58","modified_gmt":"2024-12-27T06:19:58","slug":"advertising-pressure-reaches-its-christmas-peak-albeit-at-a-lower-level-than-last-year","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/en\/publication\/advertising-pressure-reaches-its-christmas-peak-albeit-at-a-lower-level-than-last-year\/","title":{"rendered":"Advertising pressure reaches its Christmas peak, albeit at a lower level than last 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=\"2024-12-27T07:19:58+01:00\" itemprop=\"datePublished\">27.12.2024<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">Advertising pressure reaches its Christmas peak, albeit at a lower level than last year<\/h1><figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"710\" height=\"482\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/Titelbild-Werbemarkt-Trend-EN-2024.png\" alt=\"\" class=\"wp-image-126135\" srcset=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/Titelbild-Werbemarkt-Trend-EN-2024.png 710w, https:\/\/mediafocus.ch\/wp-content\/uploads\/2024\/02\/Titelbild-Werbemarkt-Trend-EN-2024-300x204.png 300w\" sizes=\"auto, (max-width: 710px) 100vw, 710px\" \/><\/figure>\n<p class=\"wp-block-paragraph\">The \u201ctraditional\u201d advertising market closed out November with gross advertising pressure of CHF 412.8 million, putting it 4.0 percent down on the previous year\u2019s figure. However, this was a minimal increase of 1.0 percent compared to the month prior.<\/p>\n<p class=\"wp-block-paragraph\">As a result, the Christmas peak was unable to halt the downward trend which started in August 2024. All told, annual advertising pressure YTD is sitting at CHF 3,639.1 million gross, now just under the previous year\u2019s level by 0.4 percent.<\/p>\n<p class=\"wp-block-paragraph\"><strong>Out-of-home <\/strong>(once again including Livesystems for 2023 and 2024 since the half-year results) is the only one of the traditional media groups in the black compared to last year, with an increase of 2 percent. All other media groups recorded declines, the biggest of which was experienced by <strong>radio<\/strong>, with a drop of 14 percent. <strong>TV<\/strong> and <strong>print<\/strong> both fell by 5 percent, followed by <strong>cinema<\/strong>, which declined by 2 percent.<\/p>\n<p class=\"wp-block-paragraph\">Trends across digital media are mixed. <strong>Display<\/strong> has declined compared to the previous year, while <strong>YouTube<\/strong> and <strong>search<\/strong> have increased.<\/p>\n<p class=\"wp-block-paragraph\">From 2024, we will be reporting the traditional advertising market and digital channels (search, YouTube, display) separately to ensure better comparability to the previous year. Volatility in recording in the online sector, due to external influences such as adjustments made by Google, can lead to larger fluctuations throughout the year. In the search sector in particular there were numerous adjustments and changes made by Google in the last half of the year, which made comparing gross advertising spending with the previous year difficult.<\/p>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"has-large-font-size wp-block-paragraph\"><strong>Advertising pressure in the market as a whole<\/strong><\/p>\n<p class=\"wp-block-paragraph\">Advertising pressure development up to November 2024 in CHF million gross.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"732\" height=\"706\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/12\/EN-Werbemarkt-Trend-November-2024-Gesamtmarkt-Grafik-klassisch.png\" alt=\"\" class=\"wp-image-191698\" \/><\/figure>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"945\" height=\"441\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/12\/EN-Werbemarkt-Trend-November-2024-Gesamtmarkt-Tabelle-klassisch.png\" alt=\"\" class=\"wp-image-191701\" style=\"width:745px;height:auto\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"wp-block-paragraph\"><strong>Fewer than half of sectors saw improvements<\/strong><\/p>\n<p class=\"wp-block-paragraph\">The <strong>food<\/strong> sector tops the table YTD, but comes in second in November, overtaken by <strong>retail<\/strong>. The <strong>cleaning <\/strong>sector (+33.3%) is in the bottom third of the leaderboard but has seen the strongest percentage growth compared to the previous year. It is closely followed by <strong>initiatives &#038; campaigns<\/strong>, with an uptick of 29.2 percent. Apart from the sectors mentioned above, <strong>leisure, gastronomy &#038; tourism<\/strong>, <strong>fashion &#038; sport<\/strong>, <strong>media<\/strong> and <strong>energy<\/strong> recorded positive growth compared to the previous year.<\/p>\n<p class=\"wp-block-paragraph\"><strong><strong><strong><strong>Decline in 13 sectors<\/strong><\/strong><\/strong><\/strong><\/p>\n<p class=\"wp-block-paragraph\">In November, a total of 13 sectors posted declines on the previous year. This is particularly noticeable in the <strong>tobacco<\/strong> industry in the wake of the implementation of stricter restrictions on tobacco advertising in October of this year. <strong>Personal care<\/strong> (-35.4%) and <strong>beverages<\/strong> (-21.3%) also plummeted. Other sectors similarly experienced a decline, albeit to a lesser extent; they include <strong>digital &#038; household<\/strong> (-17.9%) and <strong>pharmaceuticals &#038; health<\/strong> (-17.7%).<\/p>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"wp-block-paragraph\"><strong>Sector ranking<\/strong><\/p>\n<p class=\"wp-block-paragraph\">Sector ranking in November.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"952\" height=\"632\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/12\/EN-Werbemarkt-Trend-November-2024-Branchen-klassisch.png\" alt=\"\" class=\"wp-image-191704\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"wp-block-paragraph\"><strong><strong><strong>Top advertisers and products<\/strong><\/strong><\/strong><\/p>\n<p class=\"wp-block-paragraph\">The top advertisers and most advertised products and services (excluding range, image and other advertising) in November.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"1210\" height=\"355\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/12\/EN-Werbemarkt-Trend-November-2024-Top-10-Werbetreibende-Produkte.png\" alt=\"\" class=\"wp-image-191707\" style=\"width:912px;height:auto\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"wp-block-paragraph\"><strong>Media Mix<\/strong><\/p>\n<p class=\"wp-block-paragraph\">Media mix for November.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"602\" height=\"475\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/12\/EN-Werbemarkt-Trend-November-2024-Media-Mix-klassisch.png\" alt=\"\" class=\"wp-image-191710\" style=\"width:477px;height:auto\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"has-large-font-size wp-block-paragraph\"><strong>Advertising pressure in the digital market<\/strong><\/p>\n<p class=\"wp-block-paragraph\">Advertising pressure development up to November 2024 in CHF million gross.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"716\" height=\"691\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/12\/EN-Werbemarkt-Trend-November-2024-Gesamtmarkt-Grafik-digital.png\" alt=\"\" class=\"wp-image-191713\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"wp-block-paragraph\"><strong><strong>Sector ranking: traditional vs. digital channels in comparison<\/strong><\/strong><\/p>\n<p class=\"wp-block-paragraph\">In the digital market, the <strong>finance<\/strong> sector occupies the top spot both YTD and in November. As was the case last month, <strong>retail <\/strong>and<strong> leisure, gastronomy &#038; tourism <\/strong>make up the rest of the top three, again both in terms of YTD ranking and in November. The <strong>food<\/strong>, <strong>retail<\/strong> and<strong> initiatives &#038; campaigns<\/strong> sectors represent the top three in the \u201ctraditional\u201d market for this month. As a result, retail takes second place in both channels. In the digital market, <strong>food<\/strong> and <strong>initiatives &#038; campaigns<\/strong> only managed to achieve middling positions (10th and 13th place respectively).<\/p>\n<p class=\"wp-block-paragraph\">For both rankings, <strong>energy, tobacco, media<\/strong> and<strong> cleaning<\/strong> finish in the bottom third. In the digital market, <strong>energy<\/strong> is third from bottom, <strong>tobacco<\/strong> one below and <strong>cleaning<\/strong> in last place. In the \u201ctraditional\u201d market, <strong>tobacco<\/strong> is rock bottom, while <strong>energy<\/strong> is one place higher and <strong>media<\/strong> third from bottom. Just like in the digital market, the same sectors as in the last two months find themselves at the bottom of the table.<\/p>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"wp-block-paragraph\"><strong>Sector ranking<\/strong><\/p>\n<p class=\"wp-block-paragraph\">Sector ranking in November.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"664\" height=\"638\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/12\/EN-Werbemarkt-Trend-November-2024-Branchen-digital.png\" alt=\"\" class=\"wp-image-191716\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"wp-block-paragraph\"><strong>Top digital products<\/strong><\/p>\n<p class=\"wp-block-paragraph\">The most advertised products and services (excluding range, image and other advertising) in November.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"1495\" height=\"295\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/12\/DE-FR-EN-Werbemarkt-Trend-November-2024-Top-Produkte-1.png\" alt=\"\" class=\"wp-image-191719\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"wp-block-paragraph\">alao.ch tops the table for <span style=\"text-decoration: underline\">display<\/span>, while Chinese discount phenomenon TEMU.com takes the lead for <span style=\"text-decoration: underline\">YouTube<\/span> and booking.com for <span style=\"text-decoration: underline\">search<\/span>. No product or service managed to break into the top 10 for more than one channel.<\/p>\n<div style=\"height:42px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p class=\"wp-block-paragraph\"><strong>Media Mix<\/strong><\/p>\n<p class=\"wp-block-paragraph\">Media mix for November.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"602\" height=\"475\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2024\/12\/EN-Werbemarkt-Trend-November-2024-Media-Mix-digital.png\" alt=\"\" class=\"wp-image-191722\" style=\"width:450px;height:auto\" \/><\/figure>\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\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:\/\/werbekompass.ch\/en\/werbemarkt-trend-januar-2023\/\">Annual review 2023<\/a><\/div>\n<\/div>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/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\/advertising-market-trend\/october-slightly-down-on-previous-year\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advertising Market Trend October 2024<\/a><\/div>\n<\/div>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/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\/wp-content\/uploads\/2024\/05\/Factsheet-Medien_2024_EN.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Factsheet Media<\/a><\/div>\n<\/div>\n<p class=\"wp-block-paragraph\">\n","protected":false},"excerpt":{"rendered":"<p>27.12.2024Advertising pressure reaches its Christmas peak, albeit at a lower level than last year The \u201ctraditional\u201d advertising market closed out November with gross advertising pressure of CHF 412.8 million, putting it 4.0 percent down on the previous year\u2019s figure. However, this was a minimal increase of 1.0 percent compared to the month prior. As a [&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],"wbk_post_entry_tag":[],"class_list":["post-624647","wbk_post_entry","type-wbk_post_entry","status-publish","format-standard","hentry","wbk_post_entry_category-publications"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Advertising pressure reaches its Christmas peak, albeit at a lower level than last 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-pressure-reaches-its-christmas-peak-albeit-at-a-lower-level-than-last-year\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advertising pressure reaches its Christmas peak, albeit at a lower level than last year - Media Focus\" \/>\n<meta property=\"og:description\" content=\"27.12.2024Advertising pressure reaches its Christmas peak, albeit at a lower level than last year The \u201ctraditional\u201d advertising market closed out November with gross advertising pressure of CHF 412.8 million, putting it 4.0 percent down on the previous year\u2019s figure. 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However, this was a minimal increase of 1.0 percent compared to the month prior. 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