{"id":626376,"date":"2026-06-16T11:10:49","date_gmt":"2026-06-16T09:10:49","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/advertising-market-remains-stable-in-may\/"},"modified":"2026-06-16T11:10:49","modified_gmt":"2026-06-16T09:10:49","slug":"advertising-market-remains-stable-in-may","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/en\/publication\/advertising-market-remains-stable-in-may\/","title":{"rendered":"Advertising market remains stable in May"},"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=\"2026-06-16T11:10:49+02:00\" itemprop=\"datePublished\">16.06.2026<\/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 remains stable in May<\/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-e5631e82ceaf250baf574003ead3e6b1\" 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-ed1c520688de701f9686876c763a5440 wp-block-paragraph\">May 2026<\/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\">After a stable April, May also maintained a positive trajectory. May generated <strong>CHF 354.6 million<\/strong>, slightly up on the previous year (<strong>+0.2 percent<\/strong>). In May, the traditional advertising market reached a cumulative <strong>gross advertising pressure of CHF 1\u2019555.2 million<\/strong>, up 0.5 percent on the previous year.<\/p>\n<p class=\"wp-block-paragraph\">A mixed picture emerged from the traditional media categories: in May, <strong>print<\/strong> (-12.1%) and <strong>radio<\/strong> (-14.1%) recorded year-on-year declines. In contrast, <strong>TV<\/strong> (+4.3%), <strong>out-of-home<\/strong> (+10.5%) and, in particular, <strong>cinema<\/strong> (+31.1%) posted significant gains. <\/p>\n<p class=\"wp-block-paragraph\">In the digital market, the gross advertising pressure in May amounted to CHF 221.4 million, slightly lower than the previous month of April (CHF 223.0 million). A comparison to the previous year \u2013 especially for search and YouTube \u2013 remains limited. <strong>Search<\/strong> dominated with a share of 68.9 percent, followed by <strong>display<\/strong> with 24.0 percent and <strong>YouTube<\/strong> with 7.1 percent.<\/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 May 2026 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\/2026\/06\/EN-Werbemarkt-Trend-Mai-2026-Gesamtmarkt-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-196572\" 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\/2026\/06\/EN-Werbemarkt-Trend-Mai-2026-Monatsentwicklung-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-196575\" style=\"width:1084px;height:auto\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong><strong>Positive industry trends continue<\/strong><\/strong><\/h3>\n<p class=\"wp-block-paragraph\">In the traditional advertising market, <strong>12 out of 21 sectors<\/strong> performed positively in May. This means that the industry outlook is one sector better than it was in April. <strong>Personal care <\/strong>showed the strongest percentage increase, up <strong>41.0 percent<\/strong>, followed by <strong>cleaning<\/strong> (<strong>+37.3<\/strong>) and <strong>telecommunications<\/strong> (<strong>+36.8%<\/strong>). <strong>The media sector<\/strong> (<strong>+14.9%<\/strong>), <strong>vehicles<\/strong> (<strong>+10.9%<\/strong>) and <strong>energy<\/strong> (<strong>+10.4%<\/strong>) also showed significant growth. The <strong>cosmetics &amp; toiletries<\/strong> sector stagnated.<\/p>\n<h3 class=\"wp-block-heading\" style=\"font-size:18px\"><strong>Decline in just nine sectors<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">By contrast, nine sectors recorded a decrease in advertising pressure compared to the previous year. The largest percentage declines were found for <strong>tobacco products<\/strong>, down <strong>37.5 percent<\/strong>, followed by <strong>services<\/strong> (<strong>-21.7%<\/strong>) and <strong>events<\/strong> (<strong>-19.5%<\/strong>). The <strong>food industry<\/strong> also declined by 3.7 percent, but remained the sector with the highest advertising pressure in the traditional market in May and in YTD comparison.<\/p>\n<p class=\"wp-block-paragraph\"><strong>Digital &amp; household<\/strong> (<strong>-17.8%<\/strong>), <strong>fashion &amp; sport<\/strong> (<strong>-15.6%<\/strong>), <strong>leisure, gastronomy, tourism<\/strong> (<strong>-9.4%<\/strong>) and <strong>building, industry, furnishings<\/strong> (<strong>-5.1%<\/strong>) also declined. <strong>Public<\/strong><strong> transport companies (-0.2%)<\/strong> just barely placed in negative territory.<\/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 May 2026.<\/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\/2026\/06\/EN-Werbemarkt-Trend-Mai-2026-Branchenranking-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-196578\" 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 May 2026.<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"985\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/06\/EN-Werbemarkt-Trend-Mai-2026-Top-Advertiser-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-196581\" \/><\/figure>\n<h3 class=\"wp-block-heading\" style=\"font-size:20px\">Media Mix<\/h3>\n<p class=\"wp-block-paragraph\">Media mix for May.<\/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\/2026\/06\/EN-Werbemarkt-Trend-Mai-2026-Media-Mix-klassisch-scaled.jpg\" alt=\"\" class=\"wp-image-196584\" 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 May 2026 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\/2026\/06\/EN-Werbemarkt-Trend-Mai-2026-Gesamtmarkt-digital-scaled.jpg\" alt=\"\" class=\"wp-image-196587\" \/><\/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\/2026\/06\/EN-Werbemarkt-Trend-Mai-2026-Monatsentwicklung-digital-scaled.jpg\" alt=\"\" class=\"wp-image-196590\" 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\">In May, the <strong>food sector<\/strong> topped the traditional market despite a decline compared to the previous year. <strong>Retail trade<\/strong> and <strong>finance<\/strong> took second and third place, both generating a percentage increase in advertising pressure compared to the previous year. The <strong>financial sector<\/strong> also ranked in the top three in the digital market, coming second ahead of <strong>services<\/strong> (third place) and behind <strong>leisure, gastronomy, tourism <\/strong>(first place).<\/p>\n<p class=\"wp-block-paragraph\">It is particularly striking that in the digital market, all but four sectors (beverages, cosmetics &amp; toiletries, events, and cleaning) showed growth compared to the previous year, while the picture in the traditional market is much more mixed.<\/p>\n<p class=\"wp-block-paragraph\">The difference in weighting in the individual sectors is also noteworthy: while <strong>f<\/strong><strong>ood<\/strong> ranked first in the traditional market, it was 12th in the digital market. Conversely, the <strong>services sector<\/strong> ranked 12th in the traditional market, while it placed third in the digital market.<\/p>\n<p class=\"wp-block-paragraph\">In both rankings, the <strong>vehicles sector <\/strong>was in the top third; <strong>pharmaceuticals &amp; health<\/strong> and <strong>fashion &amp; sport<\/strong> took the middle third; and <strong>media<\/strong>, <strong>energy<\/strong>, <strong>cleaning<\/strong> and <strong>tobacco products<\/strong> the bottom third.<\/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 May 2026.<\/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\/2026\/06\/EN-Werbemarkt-Trend-Mai-2026-SoA-digital-scaled.jpg\" alt=\"\" class=\"wp-image-196593\" 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 May 2026.<\/p>\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" width=\"2560\" height=\"883\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/06\/EN-Werbemarkt-Trend-Mai-2026-Top-Produkte-digital-scaled.jpg\" alt=\"\" class=\"wp-image-196596\" style=\"width:1082px;height:auto\" \/><\/figure>\n<p class=\"wp-block-paragraph\"><strong>Search<\/strong> dominated the media mix at <strong>68.9 percent<\/strong> and continues to be heavily influenced by travel, comparison and financial offers. Booking.com remained in pole position, followed by Comparis.ch and Skyscanner.ch. This ranking was already evident in the previous month of April.<\/p>\n<p class=\"wp-block-paragraph\"><strong>Display<\/strong> and <strong>YouTube<\/strong> showed a broader mix of telecommunications, mobility, consumer goods, entertainment and tourism. The Coop campaign for <strong>Taten-Statt-Worte.ch<\/strong> topped the ranking in <strong>display<\/strong>, followed by <strong>Denner Sponsoring<\/strong> in second place and<strong> Pet Recycling Switzerland<\/strong> in third. <strong>Denner Sponsoring<\/strong> advanced six places compared to the previous month. On <strong>YouTube<\/strong>, the game <strong>Yoshi and the Mysterious Book<\/strong> ranked first, followed by <strong>Tomodachi Life<\/strong>, which was in third place last month, and <strong>Pepsi Zero<\/strong>, which took ninth place last month. <strong>Pokemon Pokopia<\/strong> brought up the rear after being in the top position last month. <\/p>\n<p class=\"wp-block-paragraph\">The strong presence of alternative nicotine products across various channels is also striking: while the <strong>IQOS tobacco heating system<\/strong> ranked eighth among the most popular display advertisers, ZYN placed fourth on YouTube with the <strong>ZYN tobacco-free nicotine pouches<\/strong>. This emphasizes the sustained high level of advertising activity in the smoke-free nicotine products segment<\/p>\n<p class=\"wp-block-paragraph\">\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 May 2026.<\/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\/2026\/06\/EN-Werbemarkt-Trend-Mai-2026-Media-Mix-digital-scaled.jpg\" alt=\"\" class=\"wp-image-196599\" \/><\/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\/publication\/2025-annual-summary-the-swiss-advertising-market\/\">2025 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\/traditional-advertising-market-stabilizes-in-april\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advertising Market Trend April 2026<\/a><\/div>\n<\/div>\n<p class=\"wp-block-paragraph\">\n","protected":false},"excerpt":{"rendered":"<p>16.06.2026Advertising market remains stable in May Advertising Market Trend May 2026 After a stable April, May also maintained a positive trajectory. May generated CHF 354.6 million, slightly up on the previous year (+0.2 percent). In May, the traditional advertising market reached a cumulative gross advertising pressure of CHF 1\u2019555.2 million, up 0.5 percent on the [&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-626376","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>Advertising market remains stable in May - 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-remains-stable-in-may\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advertising market remains stable in May - Media Focus\" \/>\n<meta property=\"og:description\" content=\"16.06.2026Advertising market remains stable in May Advertising Market Trend May 2026 After a stable April, May also maintained a positive trajectory. May generated CHF 354.6 million, slightly up on the previous year (+0.2 percent). 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May generated CHF 354.6 million, slightly up on the previous year (+0.2 percent). 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