Net advertising revenues 2018: Classical media record lower revenues
According to the latest figures from the Swiss Advertising Statistics Foundation, nearly all traditional media saw a decline in revenue last year. Outdoor advertising, movie theater advertising, and promotional items showed positive trends.
The Advertising Statistics Foundation has once again compiled the net advertising revenue from the Swiss advertising market. Advertising expenditure for 2018 amounted to a total of CHF 4614 million. This means that advertising sales were 2.7% below the previous year's level.
Press and direct advertising with the largest measured market shares
Despite a decline in advertising sales of 9.6% to CHF 1,009 million, the press once again took the biggest slice of the advertising market pie (see chart). The press category with the highest turnover is the daily press and the regional weekly and Sunday press with CHF 610 million and a decline of 11.9%. The smallest decline in sales was recorded by the general, financial and business press category with a fall of 2.6%. Income from distribution costs for addressed and unaddressed advertising fell by 7.7% to CHF 908 million
Television and radio in the red
Net sales from television advertising totaled CHF 766 million, down 1%. Private Swiss broadcasters recorded an increase in sales of 3.1%. Radio advertising achieved advertising sales of CHF 144 million, down 4.5% on the previous year.
Growth in online advertising
The statistics show the digital sales of CH publishers. Search engine advertising and social media were not included this year for methodological reasons.
In total, online advertising sales amounted to CHF 547 million The growth in online sales has steadily slowed in recent years and now stands at 3.4% (2018: 5.9%). Online display advertising declined slightly for the first time at -0.5%. By contrast, the online classifieds markets (jobs, real estate, cars) achieved revenue growth of 7.3%.
Outdoor advertising, cinema and promotional products on the rise
Overall, advertising revenue from out-of-home advertising developed positively with growth of 2.4% to CHF 462 million. Cinema advertising also recorded an increase in sales (+3.2%). Advertising and promotional articles also recorded a positive sales trend with an increase of 5.6%.
