{"id":37808,"date":"2025-04-21T17:25:46","date_gmt":"2025-04-21T15:25:46","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=233604"},"modified":"2025-04-22T08:21:46","modified_gmt":"2025-04-22T06:21:46","slug":"werbemarkt-maerz-2025-klassische-medien-weiter-unter-druck","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2025-04-21\/werbemarkt-maerz-2025-klassische-medien-weiter-unter-druck\/","title":{"rendered":"Mercato pubblicitario marzo 2025: i media tradizionali ancora sotto pressione"},"content":{"rendered":"

\"\"<\/a><\/p>\r\n

Nel mese di marzo 2025, il mercato pubblicitario in Svizzera \u00e8 rimasto in retromarcia. La spesa pubblicitaria lorda sui media tradizionali \u00e8 stata di 340,7 milioni di franchi svizzeri, il che corrisponde a un calo del 4,0% rispetto allo stesso mese dell'anno scorso. Un calo del 3,2% era gi\u00e0 stato registrato a febbraio.<\/p>\r\n

Nessuno dei gruppi di media tradizionali \u00e8 riuscito a ottenere un risultato positivo rispetto all'anno precedente. Tuttavia, la classifica all'interno del media mix rimane stabile: la TV \u00e8 ancora in testa alla stampa, seguita da out-of-home, radio e cinema.<\/p>\r\n

Il valore aggiunto lordo cumulativo del primo trimestre \u00e8 stato di 859,5 milioni di franchi svizzeri, pari a un calo del 4,3% rispetto all'anno precedente.<\/p>\r\n

Il mercato della pubblicit\u00e0 digitale mostra anche tendenze al ribasso nelle aree della ricerca e della visualizzazione. Con una quota del 52,3%, la ricerca rimane comunque leader, davanti alla visualizzazione con il 33,1%. YouTube \u00e8 l'unico a registrare una crescita, con una quota di mercato del 14,6%.<\/p>\r\n

\"\"<\/a>\r\n
(Grafica: Media Focus)<\/figcaption>\r\n<\/figure>\r\n

\"\"<\/a><\/p>\r\n

Il commercio al dettaglio domina, ma con una crescita moderata<\/strong>
\r\nSolo otto settori su 21 sono riusciti a crescere nel mercato pubblicitario tradizionale. Con una spesa pubblicitaria lorda di 36,2 milioni di franchi a marzo, il commercio al dettaglio rimane in testa, ma ha registrato solo un aumento del 5,8%. Una crescita maggiore \u00e8 stata registrata, tra gli altri, dai settori dei media (+18,2 %), della pulizia (+17,6 %) e del digitale e della casa (+17,0 %).<\/p>\r\n

Anche i settori del tempo libero, della ristorazione, del turismo (+6,4 %), dei prodotti farmaceutici e sanitari (+4,4 %), delle imprese di trasporto (+13,7 %) e delle esigenze personali (+2,1 %) hanno registrato un andamento positivo.<\/p>\r\n

13 settori hanno mostrato una tendenza al ribasso. Tuttavia, l'industria alimentare \u00e8 al secondo posto con un calo del 6,9%. Gli altri settori colpiti sono costruzioni, industria, arredamento (-9,6 %), veicoli (-9,1 %), iniziative e campagne (-3,7 %) e finanza (-1,1 %). All'estremit\u00e0 inferiore della scala si trovano l'energia (-58,8 %) e i prodotti del tabacco (-29,1 %).<\/p>\r\n

\"\"<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/a> \"\"<\/a><\/p>\r\n

Nel mercato digitale, il settore del tempo libero, della ristorazione e del turismo \u00e8 in cima alle classifiche mensili e annuali, mentre il settore del commercio al dettaglio guida il mercato tradizionale.<\/p>\r\n

Le classifiche dei singoli settori mostrano un parallelismo tra i due mercati: Le bevande sono al 14\u00b0 posto in ogni caso, mentre Pharma & Health e Cosmetics & Personal Care sono a met\u00e0 classifica. Mentre i prodotti del tabacco occupano le retrovie nel mercato tradizionale, il settore delle pulizie occupa questa posizione nel settore digitale.<\/p>\r\n

\"\"<\/a> \"\"<\/a><\/p>\r\n

Nel settore display, il provider di telefonia mobile Spusu.ch \u00e8 ancora una volta al primo posto. Booking.com rimane in cima alla classifica SEO, mentre il marchio di nicotina Zyn ha raggiunto la prima posizione su YouTube. L'offerta di voli di Swiss Airlines e la piattaforma Swiss.com si posizionano al nono posto in entrambi i settori.<\/p>\r\n

\"\"<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Il mercato pubblicitario svizzero ha registrato un calo del 4,0% su base annua nel marzo 2025. Secondo Media Focus, nessun canale mediatico tradizionale \u00e8 riuscito a sfuggire alla tendenza al ribasso, e il calo \u00e8 evidente anche nel settore digitale.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Werbemarkt","_yoast_wpseo_metadesc":"Der Schweizer Werbemarkt verzeichnet im M\u00e4rz 2025 ein Minus von 4,0 Prozent gegen\u00fcber dem Vorjahresmonat.","articlekey":"","footnotes":""},"categories":[29],"tags":[4343,3132,3401],"class_list":["post-37808","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-markom","tag-media-focus","tag-werbemarkt"],"acf":[],"yoast_head":"\nWerbemarkt M\u00e4rz 2025: Klassische Medien weiter unter Druck - Organisator<\/title>\n<meta name=\"description\" content=\"Der Schweizer Werbemarkt verzeichnet im M\u00e4rz 2025 ein Minus von 4,0 Prozent gegen\u00fcber dem Vorjahresmonat.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/it\/marketing\/2025-04-21\/werbemarkt-maerz-2025-klassische-medien-weiter-unter-druck\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Werbemarkt M\u00e4rz 2025: Klassische Medien weiter unter Druck - 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