{"id":593756,"date":"2025-09-10T09:35:41","date_gmt":"2025-09-10T07:35:41","guid":{"rendered":"https:\/\/mediafocus.ch\/publication\/marche-publicitaire-d-a-c-h-s1-2025\/"},"modified":"2025-09-10T09:35:41","modified_gmt":"2025-09-10T07:35:41","slug":"marche-publicitaire-d-a-c-h-s1-2025","status":"publish","type":"wbk_post_entry","link":"https:\/\/mediafocus.ch\/fr\/publication\/marche-publicitaire-d-a-c-h-s1-2025\/","title":{"rendered":"March\u00e9 publicitaire D-A-C-H S1 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=\"2025-09-10T09:35:41+02:00\" itemprop=\"datePublished\">10.09.2025<\/time><\/div><div class=\"wbk-category-list-block\"><\/div><\/div><h1 class=\"is-style-wbk-left-indentation-with-line wp-block-post-title\">March\u00e9 publicitaire D-A-C-H S1 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\/2025\/09\/D-A-CH-Werbetrend-S1-2025-FR-1024x576.jpg\" alt=\"\" class=\"wp-image-194423\" \/><\/figure>\n<\/p>\n<h2 class=\"wp-block-heading\"><strong>R\u00e9sum\u00e9 \u2013 Tendances du march\u00e9 publicitaire D-A-CH S1 2025<\/strong><\/h2>\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>\u00c9volution des tendances D-A-CH<\/strong><\/p>\n<p>La pression publicitaire brute pour la r\u00e9gion D-A-CH s&rsquo;\u00e9l\u00e8ve \u00e0 20.452 milliards d&rsquo;euros pour le premier semestre 2025, ce qui correspond \u00e0 une l\u00e9g\u00e8re baisse de 0.1 % par rapport \u00e0 l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>L&rsquo;Allemagne<\/strong> est le moteur de la croissance avec <strong>+0.6 %<\/strong>.<\/li>\n<li><strong>L&rsquo;Autriche<\/strong> enregistre une baisse de <strong>-2.1 %<\/strong>.<\/li>\n<li><strong>La Suisse<\/strong> est \u00e9galement en recul avec <strong>-3.9 %<\/strong>.<\/li>\n<\/ul>\n<p class=\"is-style-wbk-left-indentation-with-line\">Entreprises de pointe<\/p>\n<p>Le paysage publicitaire reste domin\u00e9 par les grandes entreprises de biens de grande consommation et de vente au d\u00e9tail :<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Procter &amp; Gamble<\/strong> reste l&rsquo;un des plus grands annonceurs en Allemagne et en Suisse.<\/li>\n<li><strong>XXXLutz<\/strong> reste leader en <strong>Autriche<\/strong>.<\/li>\n<li><strong>Rewe<\/strong> progresse nettement et se hisse \u00e0 la <strong>deuxi\u00e8me place en Allemagne<\/strong>.<\/li>\n<li>En Suisse, les d\u00e9taillants Coop, Migros et Denner continuent de dominer en tant que principaux annonceurs.<\/li>\n<li>En Allemagne et en Autriche \u00e9galement, plusieurs d\u00e9taillants figurent parmi les cinq premiers.<\/li>\n<\/ul>\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>M<\/strong>ix m\u00e9dia<\/p>\n<p>Le mix m\u00e9dia affiche une dynamique claire :<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>La t\u00e9l\u00e9vision reste globalement en t\u00eate<\/strong>.<\/li>\n<li><strong>Out of Home conna\u00eet la plus forte croissance (+11.8 %)<\/strong> et devient de plus en plus importante.<\/li>\n<li><strong>La presse \u00e9crite reste stable.<\/strong><\/li>\n<li><strong>La radio est en net recul en Suisse (-11.8 %), en l\u00e9g\u00e8re baisse en Autriche (-0.4 %) et en l\u00e9g\u00e8re hausse en Allemagne (+1.8 %).<\/strong><\/li>\n<\/ul>\n<p class=\"is-style-wbk-left-indentation-with-line\">Conclusion<\/p>\n<p>Au premier semestre 2025, le march\u00e9 publicitaire dans la r\u00e9gion D-A-CH enregistre globalement un l\u00e9ger recul de 0.1 %, d\u00fb \u00e0 la publicit\u00e9 \u00e0 la radio en Suisse, \u00e0 la publicit\u00e9 au cin\u00e9ma en Autriche et \u00e0 la publicit\u00e9 \u00e0 la t\u00e9l\u00e9vision en Allemagne.<\/p>\n<p>Vous trouverez des informations plus d\u00e9taill\u00e9es dans la publication compl\u00e8te !<\/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\/2025\/09\/D-A-CH-Werbetrend-S1-2025-FR.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Lire l&rsquo;\u00e9tude compl\u00e8te D-A-CH<\/strong><\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>10.09.2025March\u00e9 publicitaire D-A-C-H S1 2025 R\u00e9sum\u00e9 \u2013 Tendances du march\u00e9 publicitaire D-A-CH S1 2025 \u00c9volution des tendances D-A-CH La pression publicitaire brute pour la r\u00e9gion D-A-CH s&rsquo;\u00e9l\u00e8ve \u00e0 20.452 milliards d&rsquo;euros pour le premier semestre 2025, ce qui correspond \u00e0 une l\u00e9g\u00e8re baisse de 0.1 % par rapport \u00e0 l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente. L&rsquo;Allemagne est le moteur [&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":[165],"wbk_post_entry_tag":[],"class_list":["post-593756","wbk_post_entry","type-wbk_post_entry","status-publish","format-standard","hentry","wbk_post_entry_category-etudes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>March\u00e9 publicitaire D-A-C-H S1 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\/fr\/publication\/marche-publicitaire-d-a-c-h-s1-2025\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"March\u00e9 publicitaire D-A-C-H S1 2025 - Media Focus\" \/>\n<meta property=\"og:description\" content=\"10.09.2025March\u00e9 publicitaire D-A-C-H S1 2025 R\u00e9sum\u00e9 \u2013 Tendances du march\u00e9 publicitaire D-A-CH S1 2025 \u00c9volution des tendances D-A-CH La pression publicitaire brute pour la r\u00e9gion D-A-CH s&rsquo;\u00e9l\u00e8ve \u00e0 20.452 milliards d&rsquo;euros pour le premier semestre 2025, ce qui correspond \u00e0 une l\u00e9g\u00e8re baisse de 0.1 % par rapport \u00e0 l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente. 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