CH – The Swiss Advertising Statistics Foundation has compiled data on advertising expenditure in the Swiss advertising market for 2025. The reported net advertising turnover totalled CHF 4.1 billion (approximately EUR 4.5 billion). Compared to the previous year, this represents a slight decrease of CHF 53 million or 1.3%. This development reflects the subdued economic growth in Switzerland: The gross domestic product increased by only 1.3% in 2025.
In spite of the overall decline in market volume, four media categories defied the trend and succeeded in increasing their revenues compared to the previous year. The growth was particularly pronounced for promotional and advertising items, which rose by 8.1%, generating a total turnover of CHF 933 million (approximately EUR 1,022 billion). Outdoor advertising recorded an increase of 1.4%, cinema advertising grew by 0.5% and online advertising by 0.9%. In contrast, several traditional advertising segments experienced declines. Direct marketing fell by 5.6% and TV advertising by 3.3%. Print media were hit particularly hard, dropping by 9.7%. The same applies for radio advertising, which experienced a decline of 10.4%.
The advertising statistics do not include the revenues of large international technology platforms active in the online advertising sector, as these companies do not participate in the data collection. A well-founded expert assessment was conducted to determine these figures. According to this assessment, advertising revenues from search engines, social media and platforms like YouTube amount to approximately CHF 2.08 to 2.55 billion (EUR 2.28 to 2.79 billion). However, a significant portion of this expenditure flows abroad.
