{"id":193026,"date":"2025-02-11T12:41:26","date_gmt":"2025-02-11T12:41:26","guid":{"rendered":"https:\/\/werbekompass.ch\/?p=193026"},"modified":"2025-03-05T12:45:35","modified_gmt":"2025-03-05T12:45:35","slug":"d-a-ch-advertising-market-2024","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/d-a-ch-advertising-market-2024\/","title":{"rendered":"D-A-CH advertising market 2024"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/D-A-CH-Werbetrend-2024-EN-1024x576.png\" alt=\"\" class=\"wp-image-193027\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/D-A-CH-Werbetrend-2024-EN-1024x576.png 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/D-A-CH-Werbetrend-2024-EN-300x169.png 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/D-A-CH-Werbetrend-2024-EN-768x432.png 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/D-A-CH-Werbetrend-2024-EN-1536x864.png 1536w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/02\/D-A-CH-Werbetrend-2024-EN-2048x1152.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Management Summary \u2013 Advertising Market Trend<br>D-A-CH 2024<\/h2>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>Trend Development D-A-CH<\/strong><\/p>\n\n\n\n<p>The gross advertising pressure for the D-A-CH region amounts to <strong>44.4 billion euros in 2024<\/strong>, representing an increase of <strong>4.4%<\/strong> compared to the previous year.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Germany<\/strong> is the main driver of growth with <strong>+5.0%<\/strong>.<\/li>\n\n\n\n<li><strong>Austria<\/strong> records an increase of <strong>+4.9%<\/strong>.<\/li>\n\n\n\n<li><strong>Switzerland<\/strong>, on the other hand, remains almost stable at <strong>-0.6%<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>Top Companies<\/strong><\/p>\n\n\n\n<p>The advertising landscape continues to be dominated by major FMCG and retail companies:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Procter &#038; Gamble<\/strong> remains one of the largest advertisers in all three countries.<\/li>\n\n\n\n<li><strong>XXXLutz<\/strong> continues to lead in Austria.<\/li>\n\n\n\n<li><strong>Henkel<\/strong> increases significantly and reaches <strong>4th place in Germany and Switzerland<\/strong>.<\/li>\n\n\n\n<li>In <strong>Switzerland<\/strong>, retailers <strong>Coop<\/strong> and <strong>Migros<\/strong> continue to dominate as the most important advertisers.<\/li>\n\n\n\n<li>In <strong>Germany and Austria<\/strong>, several retailers are also among the top 5.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>Media Mix<\/strong><\/p>\n\n\n\n<p>The media mix shows clear dynamics:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>TV remains the leading medium overall<\/strong>.<\/li>\n\n\n\n<li><strong>Out of Home<\/strong> grows the most (<strong>+10.8%<\/strong>) and is becoming increasingly relevant.<\/li>\n\n\n\n<li><strong>Display advertising<\/strong> grows significantly (<strong>+6.1%<\/strong>).<\/li>\n\n\n\n<li><strong>Print advertising<\/strong> declines sharply in <strong>Switzerland (-5.5%)<\/strong> but sees a <strong>slight increase in Germany (+1.2%) and Austria (+1.0%)<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>Advertising Pressure Per Capita<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Germany<\/strong> remains the country with the lowest per capita advertising expenditure: <strong>\u20ac428<\/strong>.<\/li>\n\n\n\n<li><strong>Austria<\/strong> reaches <strong>\u20ac467<\/strong>.<\/li>\n\n\n\n<li><strong>Switzerland<\/strong> leads with <strong>\u20ac505 per capita<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>Conclusion<\/strong><\/p>\n\n\n\n<p>The advertising market in the <strong>D-A-CH region<\/strong> shows an overall growth of <strong>4.4% in 2024<\/strong>, driven by <strong>online advertising and Out of Home<\/strong>.<\/p>\n\n\n\n<p>Germany and Austria experience comparable growth, with <strong>TV <\/strong>remaining particularly dominant in<strong> Germany<\/strong>.<br>Switzerland faces a slight decline (<strong>-0.6%<\/strong>), mainly due to the continued drop in<strong> print advertising<\/strong>.<\/p>\n\n\n\n<p>Find more detailed insights in the full publication!<br><br><\/p>\n\n\n\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\/03\/D-A-CH-Werbetrend-2024-EN.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Read the entire D-A-CH study<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Management Summary \u2013 Advertising Market TrendD-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. Top Companies The advertising landscape continues to be dominated by major FMCG and retail companies: Media Mix The media mix [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[97],"tags":[],"class_list":["post-193026","post","type-post","status-publish","format-standard","hentry","category-studies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>D-A-CH advertising market 2024 - Werbekompass<\/title>\n<meta name=\"description\" content=\"Media Focus Switzerland, Nielsen Germany and Focus from Austria present the development of the D-A-CH advertising market for 2024.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/werbekompass.ch\/en\/d-a-ch-advertising-market-2024\/\" \/>\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 2024 - 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