{"id":580829,"date":"2026-03-06T08:11:22","date_gmt":"2026-03-06T07:11:22","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/d-a-ch-advertising-market-2025\/"},"modified":"2026-03-06T08:11:22","modified_gmt":"2026-03-06T07:11:22","slug":"d-a-ch-advertising-market-2025","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/en\/publication\/d-a-ch-advertising-market-2025\/","title":{"rendered":"D-A-CH Advertising Market 2025"},"content":{"rendered":"<div class=\"wp-block-group wbk-group-post-overhead-title-container-block is-nowrap is-layout-flex wp-block-group-is-layout-flex\"><div class=\"wp-block-post-date\"><time datetime=\"2026-03-06T08:11:22+01:00\" itemprop=\"datePublished\">06.03.2026<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">D-A-CH Advertising Market 2025<\/h1><figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/02\/EN-D-A-CH-Werbetrend-2025-neu-1024x576.jpg\" alt=\"\" class=\"wp-image-195682\" \/><\/figure>\n<\/p>\n<h2 class=\"wp-block-heading\"><strong>Summary \u2013 Advertising market trend D-A-CH 2025<\/strong><\/h2>\n<p class=\"is-style-wbk-left-indentation-with-line\">Trend development D-A-CH<\/p>\n<p>Gross advertising pressure in the DACH region totaled <strong>EUR 44\u2019337 billion<\/strong> in 2025, <strong>0.4% below the previous year\u2019s figure<\/strong>.<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Germany<\/strong> is on a par with the previous year.<\/li>\n<li><strong>Austria<\/strong> recorded a decline of <strong>-3.2%<\/strong>.<\/li>\n<li><strong>Switzerland<\/strong> similarly experienced a drop of <strong>-1.4%<\/strong>.<\/li>\n<\/ul>\n<p class=\"is-style-wbk-left-indentation-with-line\">Top companies<\/p>\n<p>The advertising landscape continues to be dominated by large FMCG and retail companies:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Procter &amp; Gamble<\/strong> remains one of the largest advertisers in Germany and Switzerland.<\/li>\n<li><strong>XXXLutz <\/strong>maintains its leading position in Austria.<\/li>\n<li><strong>Rewe <\/strong>has seen significant growth, taking second place in Germany.<\/li>\n<li><strong><strong>The Swiss market<\/strong><\/strong> is dominated by retailers, particularly<strong> <strong>Coop and Migros.<\/strong><\/strong><\/li>\n<li>Several retailers are also in the top five in <strong>Germany<\/strong> and <strong>Austria<\/strong>.<\/li>\n<\/ul>\n<p class=\"is-style-wbk-left-indentation-with-line\">Media mix<\/p>\n<p>The media mix shows a clear dynamic:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>TV remains the leader overall<\/strong>, although advertising pressure fell slightly in all three countries.<\/li>\n<li><strong>Out-of-home increased in all countries, seeing the strongest uptick (+7.5%)<\/strong>.<\/li>\n<li><strong><strong>Print remained relatively stable overall,<\/strong> <\/strong>bolstered by growth in Germany (+1.6%). In contrast, declines were observed in Austria (-5.5%) and Switzerland (-4.3%).<\/li>\n<li><strong><strong>Radio experienced a drop in Switzerland (-7.2%), a slight downturn in Austria (-0.4%) and marginal gains in Germany (+0.3%).<\/strong><\/strong><\/li>\n<\/ul>\n<p class=\"is-style-wbk-left-indentation-with-line\">Conclusion<\/p>\n<p>In <strong>2025<\/strong>, the advertising market recorded a slight <strong>decline of 0.4%<\/strong> 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.<\/p>\n<p>Further detailed insights can be found in the full publication!<\/p>\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/03\/EN-D-A-CH-Werbetrend-2025.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Read the full study D-A-CH<\/strong><\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>06.03.2026D-A-CH Advertising Market 2025 Summary \u2013 Advertising market trend D-A-CH 2025 Trend development D-A-CH Gross advertising pressure in the DACH region totaled EUR 44\u2019337 billion in 2025, 0.4% below the previous year\u2019s 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%. [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"wbk_post_entry_category":[166],"wbk_post_entry_tag":[],"class_list":["post-580829","wbk_post_entry","type-wbk_post_entry","status-publish","format-standard","hentry","wbk_post_entry_category-studies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>D-A-CH Advertising Market 2025 - Media Focus<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mediafocus.ch\/en\/publication\/d-a-ch-advertising-market-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D-A-CH Advertising Market 2025 - Media Focus\" \/>\n<meta property=\"og:description\" content=\"06.03.2026D-A-CH Advertising Market 2025 Summary \u2013 Advertising market trend D-A-CH 2025 Trend development D-A-CH Gross advertising pressure in the DACH region totaled EUR 44\u2019337 billion in 2025, 0.4% below the previous year\u2019s 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%. 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