Advertising sales with very low growth
Published: Monday, May 6th 2024, 12:10
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The advertising industry in Switzerland grew only slightly last year. This means that the upward trend has come to a standstill, according to the Swiss Advertising Statistics Foundation.
With net advertising sales of CHF 4.2 billion, growth amounted to just CHF 1 million. This represents stagnation, according to the press release issued on Monday. The Swiss advertising market is therefore 6.3 percent below the level before the pandemic in 2019. The weak development is also in line with the subdued general economic growth.
Individual media categories were nevertheless able to increase their sales, according to the report. Cinema (+6%), out-of-home advertising (+8%), promotional products/promotion (+8.6%), online excluding foreign platforms (+1.8%) and radio (+0.4%) recorded higher advertising revenues. By contrast, print media (-3.2%), direct advertising (-5.8%) and television (-7.3%) recorded declines.
In the case of online advertising, however, the global tech platforms did not participate in the survey; instead, expert estimates were used. In addition, the revenue flows almost exclusively abroad.
YouTube, search engines and social media generated between CHF 1.8 and 2.2 billion, according to estimates. This means that foreign advertising platforms continued to secure the largest slice of the Swiss advertising pie, increasing by around 8%.
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