Slight increase in CPMs for traditional media: MPLI Update 2025 shows a mixed picture
The SWA and LSA associations have published their latest update on the development of Swiss media offerings compared to the previous year. The new price/performance index (MPLI) confirms that the cost per thousand impressions (CPM) will rise slightly in many traditional media categories in 2025 – but with significant differences between the individual channels.
Since 2017, the Swiss Advertising Clients Association (SWA) and Leadin Swiss Agencies (LSA) have been publishing an independent and transparent price/performance index for media contacts. The MPLI enables advertisers, agencies, and media providers to clearly compare performance within the Swiss media landscape.
Print: stable development – Sunday newspapers stand out
Among 95 newspaper and magazine titles observed, there was only a minimal increase in price of 0.4 points overall. However, the price development in individual segments is striking: the Sunday press (+9.6) and the regional weekly press (+5.4) recorded significant increases.
TV: rising CPMs due to declining usage among young target groups
On television, which includes all national language channels without niche channels, CPMs are rising in both target groups. The 15–59 age group recorded an increase of 2.2 points, while the 15–49 age group recorded an increase of 4 points. The reason for this is the sharper decline in TV usage among younger target groups, who increasingly prefer digital channels.
Cinema: moderate price increase – stronger rise among young target groups
The Swiss cinema index rose by 1.9 points, continuing the moderate price movements of recent years. The trend is more noticeable among 15–49-year-olds, with the index rising from 103.0 to 109.9 points (+6.9).
Radio: initial effects following FM switch-off still to be seen
All Swiss radio stations with a market share of at least 1% in their respective regions are examined. The FM switch-off at the end of 2024 is not yet included in the MPLI analysis, which currently only covers radio up to 2024. Year-on-year, inflation stands at 4 index points across Switzerland and 6 points in German-speaking Switzerland.
OOH: Index rises moderately, DOOH new to MPLI
The out-of-home offering recorded in Swiss Poster Research (SPR+) shows an index increase of 3.2 points. DOOH inventory is now also included – using the same calculation method as «MPLI OOH.» The starting value is 100 points; initial developments can be assessed in a year's time.
