D-A-CH advertising market 2024

Management Summary – Advertising Market Trend
D-A-CH 2024

Trend Development D-A-CH

The gross advertising pressure for the D-A-CH region amounts to 44.4 billion euros in 2024, representing an increase of 4.4% compared to the previous year.

• Germany is the main driver of growth with +5.0%.
• Austria records an increase of +4.9%.
• Switzerland, on the other hand, remains almost stable at -0.6%.

Top Companies

The advertising landscape continues to be dominated by major FMCG and retail companies:

• Procter & Gamble remains one of the largest advertisers in all three countries.
• XXXLutz continues to lead in Austria.
• Henkel increases significantly and reaches 4th place in Germany and Switzerland.
• In Switzerland, retailers Coop and Migros continue to dominate as the most important advertisers.
• In Germany and Austria, several retailers are also among the top 5.

Media Mix

The media mix shows clear dynamics:

• TV remains the leading medium overall.
• Out of Home grows the most (+10.8%) and is becoming increasingly relevant.
• Display advertising grows significantly (+6.1%).
• Print advertising declines sharply in Switzerland (-5.5%) but sees a slight increase in Germany (+1.2%) and Austria (+1.0%).

Advertising Pressure Per Capita

• Germany remains the country with the lowest per capita advertising expenditure: €428.
• Austria reaches €467.
• Switzerland leads with €505 per capita.

Conclusion

The advertising market in the D-A-CH region shows an overall growth of 4.4% in 2024, driven by online advertising and Out of Home.

Germany and Austria experience comparable growth, with TV remaining particularly dominant in Germany.
Switzerland faces a slight decline (-0.6%), mainly due to the continued drop in print advertising.

Find more detailed insights in the full publication!