Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Switzerland

Switzerland

Ad spending in the Traditional TV Advertising market in Switzerland is forecasted to reach US$796.30m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -1.09%, leading to a projected market volume of US$754.00m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$111.90 in 2024.
It is expected that the number of users in the Traditional TV Advertising market will reach 7.4m users by 2029.
Switzerland's Traditional TV Advertising market is seeing a shift towards targeted digital strategies to reach niche audiences effectively.

Key regions: Germany, Europe, Japan, United Kingdom, Australia

Definition:
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

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Analyst Opinion

Traditional TV Advertising in Switzerland has been experiencing significant growth in recent years, driven by various factors such as customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences play a crucial role in shaping the Traditional TV Advertising market in Switzerland. Despite the rise of digital platforms and streaming services, many customers still prefer to watch traditional television, especially for live events and popular shows. This preference for traditional TV creates a strong demand for advertising slots, as advertisers can reach a large and diverse audience through this medium. Trends in the market also contribute to the growth of Traditional TV Advertising in Switzerland. Advertisers are increasingly recognizing the effectiveness of television advertising in reaching their target audience. With the advancements in technology, advertisers can now employ data analytics and targeting techniques to ensure that their advertisements are shown to the right viewers at the right time. This targeted approach enhances the impact and efficiency of TV advertising campaigns, further driving the growth of the market. Local special circumstances in Switzerland also have an impact on the Traditional TV Advertising market. Switzerland is known for its high quality of television programming, with a strong emphasis on news, sports, and entertainment. This attracts a large viewership and creates a favorable environment for advertisers to showcase their products and services. Additionally, Switzerland has a well-developed infrastructure for TV broadcasting, ensuring widespread coverage and accessibility for viewers across the country. Underlying macroeconomic factors also contribute to the growth of Traditional TV Advertising in Switzerland. The Swiss economy is known for its stability and high purchasing power, which creates a favorable environment for advertisers to invest in television advertising. Furthermore, Switzerland has a strong tourism industry, attracting a large number of international visitors who are exposed to TV advertisements during their stay. This international exposure further increases the demand for TV advertising slots and drives the growth of the market. In conclusion, the Traditional TV Advertising market in Switzerland is experiencing significant growth due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The preference for traditional television, advancements in technology, high quality programming, stable economy, and strong tourism industry all contribute to the growth of the market. Advertisers are recognizing the effectiveness and reach of TV advertising, leading to increased investment in this medium. As the market continues to evolve, it will be interesting to see how advertisers adapt to changing customer preferences and technological advancements to further enhance the impact of their TV advertising campaigns.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. 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) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, number of households with television, and consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.