D-A-CH Advertising Market 2025

Summary – Advertising market trend D-A-CH 2025

Trend development D-A-CH

Gross advertising pressure in the DACH region totaled EUR 44’337 billion in 2025, 0.4% below the previous year’s figure.

• Germany is on a par with the previous year.
• Austria recorded a decline of -3.2%.
• Switzerland similarly experienced a drop of -1.4%.

Top companies

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

• Procter & Gamble remains one of the largest advertisers in Germany and Switzerland.
• XXXLutz maintains its leading position in Austria.
• Rewe has seen significant growth, taking second place in Germany.
• The Swiss market is dominated by retailers, particularly Coop and Migros.
• Several retailers are also in the top five in Germany and Austria.

Media mix

The media mix shows a clear dynamic:

• TV remains the leader overall, although advertising pressure fell slightly in all three countries.
• Out-of-home increased in all countries, seeing the strongest uptick (+7.5%).
• Print remained relatively stable overall, bolstered by growth in Germany (+1.6%). In contrast, declines were observed in Austria (-5.5%) and Switzerland (-4.3%).
• Radio experienced a drop in Switzerland (-7.2%), a slight downturn in Austria (-0.4%) and marginal gains in Germany (+0.3%).

Conclusion

In 2025, the advertising market recorded a slight decline of 0.4% in the DACH region; only out-of-home displayed unequivocally positive development across all countries. Germany remains heavily TV-oriented, while the highest print share is found in Austria. Switzerland, for its part, is home to a comparatively balanced distribution between TV and print.

Further detailed insights can be found in the full publication!