Advertising Revenue in Switzerland in 2025: Remains Nearly Stable Despite a Decline
The Swiss Advertising Statistics Foundation reports net advertising revenue of 4.1 billion Swiss francs for 2025—a slight decline from the previous year. While outdoor, cinema, and online advertising are on the rise, print and radio are posting significant losses.
Advertising Revenue in Switzerland in 2025: Remains Nearly Stable Despite a Decline
The Swiss Advertising Statistics Foundation has compiled data on advertising spending in the Swiss advertising market for the year 2025. The reported net advertising revenue—that is, Switzerland’s advertising revenue for 2025—totals 4.1 billion Swiss francs. Compared to the previous year, this represents a decline of 53 million Swiss francs, or 1.3 percent. According to the foundation, this trend is consistent with the modest overall economic growth: Switzerland’s gross domestic product also grew by only 1.3 percent in 2025.
Four Media Categories Showing Growth
Despite an overall decline in market volume, four media categories saw their revenues increase compared to the previous year. Outdoor advertising recorded a 1.4 percent increase, cinema advertising rose by 0.5 percent, online advertising grew by 0.9 percent, and advertising and promotional items posted the strongest growth at 8.1 percent.
In contrast, there were significant declines in direct marketing (down 5.6 percent), television (down 3.3 percent), print media (down 9.7 percent), and radio (down 10.4 percent).
Online Advertising: Significant Outflows of Funds Abroad
In 2025, promotional items, direct mail, and online advertising will be among the media categories with the highest revenue. However, it should be noted that the revenues of large international technology platforms in the online advertising sector are not included in the advertising statistics, as these platforms do not participate in data collection. To close this data gap, a well-founded expert assessment was once again conducted.
According to these estimates, advertising revenue from search engines, social media, and platforms such as YouTube amounts to approximately 2.08 to 2.55 billion Swiss francs. A significant portion of these funds flows abroad, the press release states. Taking these estimates into account, online advertising as a whole represents the segment with the highest revenue in the Swiss advertising market.
Net advertising revenues for 2025 are available on the website of the Swiss Advertising Statistics Foundation: https://www.werbestatistik.ch
