Media: Advertising revenue stagnated in 2023

Media: Advertising revenue stagnated in 2023
Media: Advertising revenue stagnated in 2023

The Swiss advertising market stalled last year, ending two years of consecutive increases. With a small increase of one million francs over one year, the sector’s revenues have virtually stagnated, totaling 4.2 billion francs.

The slowdown in the Swiss advertising market reflects the weak economy. (archive)

ATS

This slowdown reflects the weakness of the economy, with gross domestic product growth of 0.7% in 2023, observes the Swiss Statistical Foundation in a press release on Monday. The sector’s turnover also fell by 6.3% compared to its level before the pandemic, in 2019.

However, certain segments saw their revenues increase, notably promotional items (+8.6%), outdoor advertising (+8%), cinema advertising (+6%) and radio (+0.4%). ), as well as online ads (+1.6%, excluding foreign platforms). Conversely, channels such as television (-7.3%), direct advertising (-5.8%) and the press (-3.2%) fell once again. These last two segments, however, retain a significant share of the market, totaling 614 million francs and 747 million respectively, behind promotional items (875 million).

However, these amounts remain significantly lower than the revenues generated by foreign advertising platforms such as YouTube, search engines and social networks which have continued to grow, notes the Foundation. Without the assets recorded, it estimates their revenues between 1.84 billion and 2.24 billion francs, an increase of 8%, taking the largest share of the advertising market in Switzerland.

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