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!
