Ten trends in the Swiss advertising market
1. advertising sales declined slightlyAdvertising 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%.2. online advertising with continued strong growthAt 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.3. the press keeps the biggest slice of the advertising pie - despite lossesAdvertising 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.
4th TV advertising increases - mainly thanks to Swiss broadcastersTelevision advertising increased by 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.5. promotional items are in demandNet sales of advertising and promotional products increased by 3.1% compared to 2015 to an impressive CHF 713 million.6 Stable figures for out-of-home advertisingCompared to the previous year, out-of-home advertising recorded stable revenue overall. Analog poster advertising reported a decline in revenue (-2.6%), while digital out-of-home recorded strong growth of 18.7%. Transportation advertising also achieved an increase in revenue (+2.9%).7. cinema advertising in the crisisThe cinema category suffered a significant drop in sales of 14.7 percent.8 Printed directories no longer in demandIn contrast to online directories, business with printed address and telephone directories is declining (-12.6%).9. direct advertising with slight lossesCompared to 2015, direct advertising suffered a decline of 2.8%.10 Radio advertising is also strugglingThe radio segment recorded a decline of 3.5 percent:
