Screenforce
DACH TV advertising research, training and industry marketing initiative.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Screenforce Gattungsmarketing GmbH
- Entity type
- COMPANY
- Founded
- 2012
- Headquarters
- Germany
- Company size
- <10
- Market role
- Agency & Consultancy
- Official website
- screenforce.de
What Screenforce does
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.
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.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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.
Company news briefing
Briefing updated:
The 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.
Business model & monetisation
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.
- Member and stakeholder funding
- Service Fee
- Event sponsorship and partnerships
- Service Fee
- Training and Academy-related access
- Content Subscription
- Research distribution and value-added tools
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Video Is the Strongest Tool to Make Brands Tangible
Video Ads · Recorded impact score: 2/5
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 (
- Screenforce and the research institute eye square published a study called "Follow the Feelings" about the role of emotions in advertising.
- The interviewee reported bringing the cult brand Berentzen back to TV last year and Popp Feinkost back to TV this year.
Explore company relationships
Questions about Screenforce
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.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
21 publicly documented primary sources and citations linked across the market graph.
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