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!
