Advertising - Switzerland | Statista Market Forecast

Ad spending in Switzerland's Advertising market is forecasted to reach US$6.56bn in 2024.
The largest market is Search Advertising with a market volume of US$2.25bn in 2024.
When compared globally, the United States is expected to generate the most ad spending (US$425.90bn in 2024).
Within the Advertising market, 76% of total ad spending is projected to come from digital channels in 2030.
The average ad spending per capita in the Search Advertising market is estimated to be US$254.00 in 2024.
In Switzerland's Advertising market, Advertising market of the 79% revenue will be generated through programmatic advertising in 2030.
Switzerland's Advertising market is seeing a shift towards digital platforms, with a focus on precision targeting and data-driven strategies.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

Switzerland, known for its picturesque landscapes and high standard of living, also boasts a thriving advertising market. With a population of approximately 8. 5 million people, this small but prosperous country has a unique set of customer preferences, local special circumstances, and underlying macroeconomic factors that shape the trends in its advertising market. Customer preferences in Switzerland are heavily influenced by the country's multicultural and multilingual nature. The Swiss population is diverse, with four official languages spoken across different regions. This linguistic diversity necessitates tailored advertising campaigns that cater to the specific language preferences of different target audiences. Additionally, Swiss consumers are known for their discerning tastes and high expectations when it comes to quality and craftsmanship. They value precision, reliability, and attention to detail, which is reflected in their preferences for advertising that emphasizes these qualities. Trends in the Swiss advertising market are driven by a combination of global and regional factors. One notable trend is the increasing shift towards digital advertising. As technology continues to advance and internet penetration rates rise, Swiss advertisers are recognizing the importance of online platforms in reaching their target audiences. Digital advertising offers the advantage of precise targeting, real-time analytics, and the ability to reach consumers across different devices. This trend is in line with the global shift towards digital advertising, as advertisers seek to maximize their return on investment and adapt to changing consumer behaviors. Another trend in the Swiss advertising market is the growing demand for sustainability and corporate social responsibility. Swiss consumers are environmentally conscious and place a high value on ethical business practices. As a result, advertisers are increasingly incorporating sustainability messaging into their campaigns and highlighting their commitment to social and environmental causes. This trend aligns with the broader global movement towards sustainability and reflects the growing importance of corporate social responsibility in consumer decision-making. Local special circumstances also play a role in shaping the advertising market in Switzerland. The country's small size and high population density make it easier for advertisers to target specific geographic areas and reach a large number of consumers in a relatively small market. This localized approach allows advertisers to tailor their messages to specific regions and demographics, increasing the effectiveness of their campaigns. Additionally, Switzerland's reputation for innovation and precision has led to the emergence of a vibrant creative industry, with talented designers, copywriters, and marketers contributing to the development of impactful advertising campaigns. Underlying macroeconomic factors further contribute to the development of the advertising market in Switzerland. The country has a strong economy, characterized by high levels of disposable income and consumer spending. This affluence provides advertisers with a receptive audience that is willing to invest in products and services. Additionally, Switzerland's stable political environment and reputation for quality and reliability make it an attractive market for international advertisers looking to expand their reach. In conclusion, the advertising market in Switzerland is shaped by customer preferences for tailored and high-quality campaigns, global trends towards digital advertising and sustainability, local special circumstances that allow for targeted messaging, and underlying macroeconomic factors such as affluence and stability. As the market continues to evolve, advertisers in Switzerland will need to stay attuned to these factors and adapt their strategies to effectively engage with Swiss consumers.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.