{"id":194428,"date":"2025-09-10T09:35:41","date_gmt":"2025-09-10T09:35:41","guid":{"rendered":"https:\/\/werbekompass.ch\/?p=194428"},"modified":"2025-09-10T11:24:00","modified_gmt":"2025-09-10T11:24:00","slug":"dach-advertising-market-h1-2025","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/dach-advertising-market-h1-2025\/","title":{"rendered":"DACH Advertising Market H1 2025"},"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\/09\/D-A-CH-Werbetrend-H1-2025-EN-1024x576.jpg\" alt=\"\" class=\"wp-image-194429\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/09\/D-A-CH-Werbetrend-H1-2025-EN-1024x576.jpg 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/09\/D-A-CH-Werbetrend-H1-2025-EN-300x169.jpg 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/09\/D-A-CH-Werbetrend-H1-2025-EN-768x432.jpg 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/09\/D-A-CH-Werbetrend-H1-2025-EN-1536x864.jpg 1536w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2025\/09\/D-A-CH-Werbetrend-H1-2025-EN-2048x1152.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Summary \u2013 Advertising market trend D-A-CH H1 2025<\/strong><\/h2>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line wp-block-paragraph\">Trend development D-A-CH<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gross advertising expenditure for the D-A-CH region amounts to EUR <strong>20.452 billion<\/strong> for the first <strong>half of 2025<\/strong>, which corresponds to a minimal <strong>decrease of 0.1%<\/strong> compared to the previous year.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Germany<\/strong> drives growth with <strong>+0.6%<\/strong>.<\/li>\n\n\n\n<li><strong>Austria<\/strong> records a decline of <strong>-2.1%<\/strong>.<\/li>\n\n\n\n<li><strong>Switzerland<\/strong> also declines with <strong>-3.9%<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line wp-block-paragraph\">Top companies<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The advertising landscape continues to be dominated by large FMCG and retail companies:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Procter &amp; Gamble<\/strong> remains one of the largest advertisers in Germany and Switzerland.<\/li>\n\n\n\n<li><strong>XXXLutz remains the leader in Austria<\/strong>.<\/li>\n\n\n\n<li><strong>Rewe<\/strong> has increased significantly and <strong>ranks second in Germany<\/strong>.<\/li>\n\n\n\n<li><strong>In Switzerland, retailers Coop, Migros, and Denner continue to dominate as the most important advertisers.<\/strong><\/li>\n\n\n\n<li><strong>Several retailers<\/strong> are also among the t<strong>op 5 in Germany and Austria<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line wp-block-paragraph\">Media mix<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The media mix shows a clear dynamic:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>TV remains the overall leader<\/strong>.<\/li>\n\n\n\n<li><strong>Out of home is growing the fastest (+11.8%) and is becoming increasingly relevant<\/strong>.<\/li>\n\n\n\n<li><strong>Print remains stable.<\/strong><\/li>\n\n\n\n<li><strong>Radio is declining significantly in Switzerland (-11.8%), with a minimal decrease in Austria (-0.4%) and a slight increase in Germany (+1.8%).<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line wp-block-paragraph\">Conclusion<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Further detailed insights can be found 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\/09\/D-A-CH-Werbetrend-H1-2025-EN.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Read the full study D-A-CH<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Summary \u2013 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. Top companies The advertising landscape continues to be dominated by large FMCG and [&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-194428","post","type-post","status-publish","format-standard","hentry","category-studies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DACH Advertising Market H1 2025 - 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 H1 2025.\" \/>\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\/dach-advertising-market-h1-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DACH Advertising Market H1 2025 - 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