Screenforce
Screenforce is a dACH TV advertising research, training and industry marketing initiative.
Analyst Perspective
Screenforce Gattungsmarketing GmbH is a private German industry marketing organisation serving the TV and total video advertising market in the DACH region. It provides research assets, effectiveness tools, education programmes and industry events that help broadcasters, advertisers, agencies and planners understand and justify investment in television and video advertising. Its core products include research repositories such as Study Buddy and Case Study Buddy, the Match Factor effectiveness tool, and professional education and event formats including Screenforce Academy, Screenforce Days, Screenforce Festival and the Expert Forum. The company does not operate as a conventional high-scale SaaS vendor or media owner. Its economic role is to strengthen category demand for TV and broadcast video on behalf of its stakeholder base, which includes major broadcaster-affiliated media sales entities and industry associations. It monetises through member support, sponsorships, partnerships, event-related revenues and value-added access to training and research distribution rather than through broad-based consumer subscriptions.
Analyst Signal Briefing
Updated: 30 Jul 2026The Screenforce Festival 2026 in Düsseldorf served as a central showcase for broadcasters, including Disney TV and Paramount, to announce strategic rebrands and programming expansions. These updates were accompanied by Screenforce-supported research highlighting the efficacy of emotional advertising and the high market potential of the 50+ demographic. These initiatives reinforce the industry's focus on integrated moving-image architectures and the continued relevance of television for establishing brand trust and mental availability across both linear and digital environments.
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Key insights about Screenforce
Category Differentiation
Screenforce is not a TV broadcaster, SSP or ad server. It is a DACH industry marketing and research initiative that supports the TV and total video advertising ecosystem.
Screenforce: About
Screenforce runs a B2B industry-enablement model for television and total video. It creates value by aggregating market research, packaging proof points for TV effectiveness, educating media professionals, and convening industry stakeholders through events and expert content. That activity supports demand generation for the wider broadcaster and TV sales ecosystem represented by its members and shareholders. Its platforms function primarily as strategic category infrastructure rather than standalone software products seeking mass recurring software revenue.
How Screenforce Works & Monetises
Business model analysis and core revenue streams
Screenforce monetises primarily through industry-backed funding and partnership-based commercial support. Its research portals and analytical tools act as demand-generation assets that reinforce spend into TV and total video rather than pure subscription software products. Additional revenue is generated via sponsored events, industry partnerships, training-related access and associated educational programming. The commercial model is therefore a mix of service fee-style ecosystem funding and event sponsorship rather than pure SaaS monetisation.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Screenforce)
Video Is the Strongest Tool to Make Brands Tangible
The interview argues that moving-image advertising (Bewegtbild) does not usually trigger an immediate purchase but builds mental availability so brands are chosen at the moment of decision. Client demand has shifted from asking for a single TV spot to asking how a strong idea can be maximized across all screens; planning now focuses on an integrated moving-image architecture rather than isolated formats. The piece defends the 'Big Screen' (TV) as a trust- and stature-building channel, cites recent TV returns for legacy brands Berentzen and Popp Feinkost, and endorses Addressable TV as a way to combine TV's emotional impact with digital targeting and measurability. It also references a Screenforce / eye square study (
Read original sourceScreenforce Festival 2026: TV's Future Moves Beyond the Stage
A commentary by Katrin Ansorge on the Screenforce Festival 2026 (published July 5, 2026) notes that the event delivered large-scale production, big names and strong emotions while celebrating the strengths of television. The piece argues that whether the TV category ultimately wins with advertisers will be decided off-stage—in media plans and buying decisions—rather than by the festival spectacle itself. The article was published on Horizont (dfv Mediengruppe) and references wider coverage of the festival and related industry discussions.
Read original sourceScreenforce Festival 2026 Returns to Düsseldorf
The Screenforce Festival 2026, organised by the TV industry body Screenforce, returned to Düsseldorf on July 3, 2026 after a one-year pause. The live event drew roughly 2,000 visitors and showcased TV-focused programming and promotional content, creating a celebratory atmosphere with celebrities, pyrotechnics and trailers. The festival served as a sector showcase for TV marketers and the broader TV category, emphasising a positive mood for the medium and in-person industry networking after the hiatus.
Read original sourceScreenforce: Frequently Asked Questions
What is Screenforce?
Screenforce is a German-based industry marketing organisation for TV and total video that provides research, training, tools and events for the advertising market in DACH.
Who uses Screenforce?
Its users are advertisers, brand marketers, media planners, agencies, strategists, researchers and other media professionals working in TV and video advertising.
How does Screenforce make money?
It generates revenue through stakeholder and member backing, partnerships, sponsorships, events and training-related commercial activity rather than mass consumer sales.
Company Facts
- Founded
- 2012
- Headquarters
- Germany
- Core Segment
- Agency & Consultancy
- Company Size
- <10
- Official Link
- screenforce.de