DACH Advertising Market H1 2025

Summary – Advertising market trend D-A-CH H1 2025

Trend development D-A-CH

Gross advertising expenditure for the D-A-CH region amounts to EUR 20.452 billion for the first half of 2025, which corresponds to a minimal decrease of 0.1% compared to the previous year.

• Germany drives growth with +0.6%.
• Austria records a decline of -2.1%.
• Switzerland also declines with -3.9%.

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 remains the leader in Austria.
• Rewe has increased significantly and ranks second in Germany.
• In Switzerland, retailers Coop, Migros, and Denner continue to dominate as the most important advertisers.
• Several retailers are also among the top 5 in Germany and Austria.

Media mix

The media mix shows a clear dynamic:

• TV remains the overall leader.
• Out of home is growing the fastest (+11.8%) and is becoming increasingly relevant.
• Print remains stable.
• Radio is declining significantly in Switzerland (-11.8%), with a minimal decrease in Austria (-0.4%) and a slight increase in Germany (+1.8%).

Conclusion

In the first half of 2025, the advertising market in the D-A-CH region recorded a slight overall decline of 0.1%, due to radio advertising in Switzerland, cinema advertising in Austria, and TV advertising in Germany.

Further detailed insights can be found in the full publication!