Management Summary – Advertising Market Trend
D-A-CH 2024
Trend Development D-A-CH
The gross advertising pressure for the D-A-CH region amounts to 44.4 billion euros in 2024, representing an increase of 4.4% compared to the previous year.
- Germany is the main driver of growth with +5.0%.
- Austria records an increase of +4.9%.
- Switzerland, on the other hand, remains almost stable at -0.6%.
Top Companies
The advertising landscape continues to be dominated by major FMCG and retail companies:
- Procter & Gamble remains one of the largest advertisers in all three countries.
- XXXLutz continues to lead in Austria.
- Henkel increases significantly and reaches 4th place in Germany and Switzerland.
- In Switzerland, retailers Coop and Migros continue to dominate as the most important advertisers.
- In Germany and Austria, several retailers are also among the top 5.
Media Mix
The media mix shows clear dynamics:
- TV remains the leading medium overall.
- Out of Home grows the most (+10.8%) and is becoming increasingly relevant.
- Display advertising grows significantly (+6.1%).
- Print advertising declines sharply in Switzerland (-5.5%) but sees a slight increase in Germany (+1.2%) and Austria (+1.0%).
Advertising Pressure Per Capita
- Germany remains the country with the lowest per capita advertising expenditure: €428.
- Austria reaches €467.
- Switzerland leads with €505 per capita.
Conclusion
The advertising market in the D-A-CH region shows an overall growth of 4.4% in 2024, driven by online advertising and Out of Home.
Germany and Austria experience comparable growth, with TV remaining particularly dominant in Germany.
Switzerland faces a slight decline (-0.6%), mainly due to the continued drop in print advertising.
Find more detailed insights in the full publication!
