Rising sales in digital advertising
Continued growth in online advertising revenues
At CHF 2.1 billion, sales from online advertising account for the largest share of the Swiss advertising pie for the first time. Search engine advertising, online display advertising, online directories and online classifieds (jobs, real estate, cars), as well as affiliate marketing, all recorded growth, while cinema advertising and printed directories also saw positive developments compared to 2016. With sales of CHF 31 million, cinema advertising recorded growth of 6.9% compared to the previous year. Sales figures for printed address and telephone directories increased slightly last year to CHF 75 million.
Stable result for out-of-home advertising
Compared to the previous year, out-of-home advertising recorded stable figures overall (total CHF 452 million). Analog billboard advertising reported a slight decline in sales (-1.3%), while digital out-of-home saw strong growth with an increase of 16.6%. Media advertising remained stable at CHF 71 million.Television, radio, direct mail and advertising and promotional articles recorded declining advertising sales. In terms of television advertising, sales for public broadcasters fell significantly (-8.4%). At 14.1%, private Swiss broadcasters were once again able to increase their market share, and the market share of foreign advertising windows also increased slightly, with the share of foreign advertising windows exceeding that of SRG broadcasters for the first time. At CHF 151 million, radio advertising revenue was below the previous year's level. Income from direct advertising fell slightly to CHF 984 million and that from advertising and promotional articles to CHF 706 million.Advertising income from the printed press fell again compared to the previous year, but to a lesser extent than in the previous year. With sales of over CHF 1.1 billion, it is the second most important advertising category (see chart).
Advertising statistics Switzerland
The Swiss advertising statistics provide information on the net amounts invested by advertising clients for the distribution of their advertising messages in the most important advertising media. Turnover is measured every year according to the same rules. The data is collected by WEMF AG für Werbemedienforschung on behalf of the Swiss Advertising Statistics Foundation.2017 net advertising sales will be available on the Advertising Statistics Foundation website from Thursday, May 24, 2018: www.werbestatistik.ch The search engine advertising figures are based on the Media Focus GmbH survey. These are gross sales figures and are not comparable with previous years due to a change in the survey method. Due to the non-comparability of the search engine advertising figuresadvertising, these were excluded from the calculations of the rates of change for online advertising and total advertising sales in Switzerland.
