{"id":195656,"date":"2026-03-06T08:11:22","date_gmt":"2026-03-06T08:11:22","guid":{"rendered":"https:\/\/werbekompass.ch\/?p=195656"},"modified":"2026-03-06T08:11:22","modified_gmt":"2026-03-06T08:11:22","slug":"marche-publicitaire-d-a-ch-2025","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/marche-publicitaire-d-a-ch-2025\/","title":{"rendered":"March\u00e9 publicitaire D-A-CH 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\/FR-D-A-CH-Werbetrend-2025-Titelbild-1024x576.jpg\" alt=\"\" class=\"wp-image-195658\" srcset=\"https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/02\/FR-D-A-CH-Werbetrend-2025-Titelbild-1024x576.jpg 1024w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/02\/FR-D-A-CH-Werbetrend-2025-Titelbild-300x169.jpg 300w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/02\/FR-D-A-CH-Werbetrend-2025-Titelbild-768x432.jpg 768w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/02\/FR-D-A-CH-Werbetrend-2025-Titelbild-1536x864.jpg 1536w, https:\/\/werbekompass.ch\/wp-content\/uploads\/2026\/02\/FR-D-A-CH-Werbetrend-2025-Titelbild-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>R\u00e9sum\u00e9 \u2013 Tendances du march\u00e9 publicitaire D-A-CH 2025<\/strong><\/h2>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>\u00c9volution des tendances D-A-CH<\/strong><\/p>\n\n\n\n<p>Pour l\u2019ann\u00e9e&nbsp;2025, la pression publicitaire brute dans la r\u00e9gion D-A-CH s\u2019\u00e9l\u00e8ve \u00e0 <strong>44.337&nbsp;milliards d\u2019euros<\/strong>, soit <strong>0.4% de moins que pour l\u2019ann\u00e9e pr\u00e9c\u00e9dente<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>L\u2019<strong>Allemagne<\/strong> se maintient au niveau de l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/li>\n\n\n\n<li>L\u2019<strong>Autriche<\/strong> enregistre un recul <strong>(-3.2%)<\/strong>.<\/li>\n\n\n\n<li>La <strong>Suisse<\/strong> enregistre \u00e9galement une baisse <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\"><strong>Meilleures entreprises<\/strong><\/p>\n\n\n\n<p>Le paysage publicitaire reste domin\u00e9 par les grandes entreprises de biens de grande consommation et de vente au d\u00e9tail :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Procter &amp; Gamble<\/strong> reste l\u2019un des plus grands annonceurs en Allemagne et en Suisse.<\/li>\n\n\n\n<li><strong>XXXLutz <\/strong>confirme sa premi\u00e8re place en Autriche<\/li>\n\n\n\n<li><strong>Rewe <\/strong>progresse nettement et se hisse \u00e0 la 2<sup>e<\/sup>&nbsp;place en Allemagne.<\/li>\n\n\n\n<li><strong>Le march\u00e9 suisse<\/strong> est domin\u00e9 par les d\u00e9taillants, en particulier <strong>Coop et Migros.<\/strong><\/li>\n\n\n\n<li>En <strong>Allemagne<\/strong> et en <strong>Autriche<\/strong> \u00e9galement, plusieurs d\u00e9taillants figurent dans le top&nbsp;5.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"is-style-wbk-left-indentation-with-line\"><strong>M<\/strong>ix m\u00e9dia<\/p>\n\n\n\n<p>Le mix m\u00e9dia affiche une dynamique claire :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>La <strong>t\u00e9l\u00e9vision reste en t\u00eate dans l\u2019ensemble<\/strong>, m\u00eame si la pression publicitaire diminue l\u00e9g\u00e8rement dans les trois pays<\/strong>.<\/li>\n\n\n\n<li><strong>L\u2019out-of-home est en hausse dans tous les pays et conna\u00eet la plus forte croissance (+7.5%)<\/strong>.<\/li>\n\n\n\n<li><strong>La <strong>presse est globalement relativement stable,<\/strong> <\/strong>soutenue par la croissance en Allemagne (+1.6%). En revanche, des baisses ont \u00e9t\u00e9 observ\u00e9es en Autriche (-5.5%) et en Suisse (-4.3%).<\/li>\n\n\n\n<li><strong>La radio est en recul en Suisse (-7.2%), l\u00e9g\u00e8rement en baisse en Autriche (-0.4%) et l\u00e9g\u00e8rement en hausse en Allemagne (+0.3%).<\/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>En <strong>2025<\/strong>, le march\u00e9 publicitaire de la r\u00e9gion D-A-CH a globalement enregistr\u00e9 un l\u00e9ger <strong>recul de 0.4%<\/strong>. Seul l\u2019out-of-home conna\u00eet une \u00e9volution clairement positive dans tous les pays. L\u2019Allemagne reste fortement orient\u00e9e vers la t\u00e9l\u00e9vision, l\u2019Autriche conserve la part la plus \u00e9lev\u00e9e pour la presse, tandis que la Suisse affiche une r\u00e9partition comparativement \u00e9quilibr\u00e9e entre la t\u00e9l\u00e9vision et la presse.<\/p>\n\n\n\n<p>Vous trouverez des informations plus d\u00e9taill\u00e9es dans la publication compl\u00e8te !<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\/FR-D-A-CH-Werbetrend-2025.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Lire l&rsquo;\u00e9tude compl\u00e8te D-A-CH<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>R\u00e9sum\u00e9 \u2013 Tendances du march\u00e9 publicitaire D-A-CH 2025 \u00c9volution des tendances D-A-CH Pour l\u2019ann\u00e9e&nbsp;2025, la pression publicitaire brute dans la r\u00e9gion D-A-CH s\u2019\u00e9l\u00e8ve \u00e0 44.337&nbsp;milliards d\u2019euros, soit 0.4% de moins que pour l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Meilleures entreprises Le paysage publicitaire reste domin\u00e9 par les grandes entreprises de biens de grande consommation et de vente au d\u00e9tail [&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":[101],"tags":[],"class_list":["post-195656","post","type-post","status-publish","format-standard","hentry","category-etudes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>March\u00e9 publicitaire D-A-CH 2025 - Werbekompass<\/title>\n<meta name=\"description\" content=\"Media Focus Suisse, Nielsen Allemagne et Focus d&#039;Autriche pr\u00e9sentent l&#039;\u00e9volution du march\u00e9 publicitaire D-A-CH pour le 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\/fr\/marche-publicitaire-d-a-ch-2025\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"March\u00e9 publicitaire D-A-CH 2025 - 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