{"id":195653,"date":"2026-03-06T08:11:22","date_gmt":"2026-03-06T08:11:22","guid":{"rendered":"https:\/\/werbekompass.ch\/?p=195653"},"modified":"2026-03-06T08:11:22","modified_gmt":"2026-03-06T08:11:22","slug":"dach-advertising-market-2025","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/en\/dach-advertising-market-2025\/","title":{"rendered":"D-A-CH Advertising Market 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\/2026\/02\/EN-D-A-CH-Werbetrend-2025-neu-1024x576.jpg\" alt=\"\" class=\"wp-image-195682\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/02\/EN-D-A-CH-Werbetrend-2025-neu-1024x576.jpg 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/02\/EN-D-A-CH-Werbetrend-2025-neu-300x169.jpg 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/02\/EN-D-A-CH-Werbetrend-2025-neu-768x432.jpg 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/02\/EN-D-A-CH-Werbetrend-2025-neu-1536x864.jpg 1536w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/02\/EN-D-A-CH-Werbetrend-2025-neu-2048x1152.jpg 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\"><strong>Summary \u2013 Advertising market trend D-A-CH 2025<\/strong><\/h2>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\">Trend development D-A-CH<\/p>\n\n\n\n<p>Gross advertising pressure in the DACH region totaled <strong>EUR 44\u2019337 billion<\/strong> in 2025, <strong>0.4% below the previous year\u2019s figure<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Germany<\/strong> is on a par with the previous year.<\/li>\n\n\n\n<li><strong>Austria<\/strong> recorded a decline of <strong>-3.2%<\/strong>.<\/li>\n\n\n\n<li><strong>Switzerland<\/strong> similarly experienced a drop of <strong>-1.4%<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\">Top companies<\/p>\n\n\n\n<p>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 <\/strong>maintains its leading position in Austria.<\/li>\n\n\n\n<li><strong>Rewe <\/strong>has seen significant growth, taking second place in Germany.<\/li>\n\n\n\n<li><strong><strong>The Swiss market<\/strong><\/strong> is dominated by retailers, particularly<strong> <strong>Coop and Migros.<\/strong><\/strong><\/li>\n\n\n\n<li>Several retailers are also in the top five in <strong>Germany<\/strong> and <strong>Austria<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\">Media mix<\/p>\n\n\n\n<p>The media mix shows a clear dynamic:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>TV remains the leader overall<\/strong>, although advertising pressure fell slightly in all three countries.<\/li>\n\n\n\n<li><strong>Out-of-home increased in all countries, seeing the strongest uptick (+7.5%)<\/strong>.<\/li>\n\n\n\n<li><strong><strong>Print remained relatively stable overall,<\/strong> <\/strong>bolstered by growth in Germany (+1.6%). In contrast, declines were observed in Austria (-5.5%) and Switzerland (-4.3%).<\/li>\n\n\n\n<li><strong><strong>Radio experienced a drop in Switzerland (-7.2%), a slight downturn in Austria (-0.4%) and marginal gains in Germany (+0.3%).<\/strong><\/strong><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\">Conclusion<\/p>\n\n\n\n<p>In <strong>2025<\/strong>, the advertising market recorded a slight <strong>decline of 0.4%<\/strong> 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.<\/p>\n\n\n\n<p>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\/2026\/03\/EN-D-A-CH-Werbetrend-2025.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Read the full study D-A-CH<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Summary \u2013 Advertising market trend D-A-CH 2025 Trend development D-A-CH Gross advertising pressure in the DACH region totaled EUR 44\u2019337 billion in 2025, 0.4% below the previous year\u2019s figure. Top companies The advertising landscape continues to be dominated by large FMCG and retail companies: Media mix The media mix shows a clear dynamic: Conclusion In [&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-195653","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 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 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-2025\/\" \/>\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 2025 - 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