The advertising sector in Switzerland is expected to experience a consistent decline in turnover from CHF 3.34 billion in 2024 to CHF 2.91 billion by 2028. This marks a year-on-year decrease of approximately 3% to 4%. Comparing with 2023, where turnover stood at CHF 3.45 billion, the downward trend becomes more evident, with an average annual decrease (CAGR) of nearly 3.2% predicted over the next five years.

Future trends to watch for:

Shifts toward digital and social media advertising over traditional formats
Increased emphasis on data-driven and personalized marketing strategies
Potential impacts of economic conditions and consumer behaviors on ad spending
Innovations in technology, including AI and augmented reality, influencing advertising effectiveness