Advertising revenues of traditional media continue to decline sharply
Advertising revenues in almost all traditional media fell again last year. This is according to a survey published on Wednesday by the Swiss Foundation for Advertising Statistics.
The Advertising Statistics Foundation has once again surveyed the reported advertising expenditure from the Swiss advertising market. Total net advertising sales for 2019 amount to CHF 4.45 billion. This means that advertising sales are 2.5 percent below the previous year's level.
Sales growth in outdoor advertising, cinema and promotional items
A positive sales trend was recorded by out-of-home advertising, with growth of 4.6 percent to 484 million Swiss francs. Likewise, the cinema advertising and advertising and promotional articles sectors increased their sales by 3.1 percent and 2.0 percent respectively.
Ongoing growth in online advertising
The advertising statistics show the online revenues of Swiss publishers. Outflows abroad (for example, in the areas of search engine advertising and social media) are not included for methodological reasons. As a result, the total advertising expenditure of online advertising amounts to CHF 518 million. Having weakened steadily in recent years, online revenue growth is relatively stable at 3.6 percent (2018: 3.4 percent). Both online display advertising and online classified advertising (jobs, real estate) achieved revenue growth of 4.8 percent and 2.2 percent respectively.
Television with declining figures and radio stable
TV advertising will generate total sales of CHF 704 million in 2019. This corresponds to a minus of 8.1 percent compared to the previous year. Radio advertising remains largely stable with advertising revenues of CHF 144 million. and a minus of 0.3 percent.
Press and direct mail receive the largest share
At 924 million Swiss francs, the press continues to get the biggest slice of the measurable advertising pie (see figure). The difference compared with the previous year is -8.4 percent. The strongest decline in sales was recorded by the general-interest, financial and business press, with a drop of 13.8 percent. The press categories with the largest advertising revenues are the daily press and the regional weekly and Sunday press, with total revenues of CHF 561 million. They will record a minus of 8.0 percent in 2019. Direct advertising is down 2.2 percent and generates total advertising revenues of CHF 887 million. (pd/hae/SDA)
