Market Insights Advertising & Media Advertising

TV & Video Advertising - Switzerland

Switzerland

Ad spending in the TV & Video Advertising market in Switzerland is forecasted to reach US$1.32bn in 2024.
The largest market in Switzerland is Traditional TV Advertising with a market volume of US$0.80bn in 2024.
When compared globally, the United States is expected to lead in ad spending with US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$111.00 in 2024 in Switzerland.
By 2029, the number of TV Viewers in Switzerland is estimated to be 7.41m users.
Switzerland's TV & Video Advertising market is embracing programmatic buying to target niche audiences effectively and efficiently.

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

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all 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).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

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

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Switzerland is experiencing significant growth and development. Customer preferences in Switzerland are shifting towards digital platforms and on-demand content, which is driving the growth of TV & Video Advertising. Consumers are increasingly using streaming services and online platforms to watch their favorite shows and movies, leading to a decline in traditional television viewership. This shift in consumer behavior has created new opportunities for advertisers to reach their target audience through digital channels. Trends in the market show that programmatic advertising is gaining popularity in Switzerland. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is driven by the increasing availability of data and the use of advanced targeting techniques. Advertisers can now reach their desired audience with precision, ensuring that their messages are delivered to the right people at the right time. Another trend in the market is the rise of mobile advertising. With the widespread use of smartphones and tablets, consumers are spending more time on their mobile devices, creating a new avenue for advertisers to reach their target audience. Mobile advertising offers unique opportunities for engagement, such as interactive ads and location-based targeting. Advertisers are leveraging these capabilities to create personalized and immersive experiences for consumers. Local special circumstances in Switzerland contribute to the development of the TV & Video Advertising market. Switzerland has a high standard of living and a well-developed infrastructure, which enables widespread access to digital platforms and high-speed internet. This favorable environment encourages the adoption of digital advertising and facilitates the growth of the market. Underlying macroeconomic factors also play a role in the development of the TV & Video Advertising market in Switzerland. The country has a stable economy, low unemployment rate, and high disposable income, which contribute to consumer spending on entertainment and media. Advertisers are capitalizing on this favorable economic environment to invest in TV & Video Advertising, knowing that they can reach a financially stable and affluent audience. In conclusion, the TV & Video Advertising market in Switzerland is experiencing growth and development due to customer preferences for digital platforms, the rise of programmatic advertising, the increasing popularity of mobile advertising, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to these trends and leveraging the opportunities presented by the market to reach their target audience effectively.

Methodology

Data coverage:

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

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, web traffic, and survey results from our primary research (e.g., Consumer Insights) 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, internet users, consumer spending, and digital 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.