Digital advertising continues to grow - TV and promo also up
The latest publication from the Swiss Advertising Statistics Foundation shows that it was primarily digital media that saw an increase in advertising revenue last year.
However, traditional advertising media such as TV and promotional articles also recorded growth. The press remains the most important advertising medium.
The Advertising Statistics Foundation has once again compiled net sales from the Swiss advertising market. Advertising sales totaling CHF 5,560 million were reported for 2016. This result is slightly below the previous year's level with a decrease of 1.1%.
Online advertising continues to grow strongly
At CHF 1094 million, total online advertising revenue was 12.3% above the previous year's level. Search engine advertising, online display advertising, online directories and classified ad markets (jobs, real estate, cars) as well as affiliate marketing all recorded an increase.
There were also positive developments in advertising and promotional articles (+3.1%) and television advertising (+2.4%) compared to 2015. The advertising windows of foreign broadcasters recorded an increase in sales of 3.9% last year. However, private Swiss broadcasters were also able to significantly increase their market share. With a turnover of 85 million Swiss francs, they recorded growth of 11.6%. After foreign advertising windows tended to benefit in the past, this shows that advertisers are now increasingly focusing on local broadcasting formats again in their media planning.
Stable figures for out-of-home advertising
Compared to the previous year, out-of-home advertising recorded stable revenue overall. Analog billboard advertising reported a decline in revenue (-2.6%), while digital out-of-home recorded strong growth of 18.7%. Transport advertising also achieved an increase in revenue (+2.9%).
In contrast to online directories, business with printed address and telephone directories is declining (-12.6%). Cinema (-14.7%), radio (-3.5%) and direct advertising (-2.8%) also recorded declining advertising sales.
The press keeps the biggest slice of the advertising pie
Advertising revenue from the printed press fell compared to the previous year (-12%). However, with sales of over CHF 1.2 billion, it remains the most important advertising category, followed by online advertising and direct marketing (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.
