ARD MEDIA vs MDR

Publishers Optimistic Ahead of Crucial Q4

Media sellers offer a cautiously optimistic outlook ahead of the important fourth quarter, even as the advertising market remains volatile. Media agencies forecast that any ad-market growth this year will largely benefit digital platforms, and traditional publishers and broadcasters are preparing arguments to defend share. HORIZONT surveyed several media sales chiefs for assessments and a guarded full-year outlook; TV sales houses express differing views. The article names Ralf Hape (CEO of ARD Media) among executives quoted on market conditions.

• Article published on 2026-08-28 by Katrin Ansorge and Roland Pimpl.
• Media agencies predict that any ad-market growth will mostly favor digital platforms.
• HORIZONT surveyed multiple media sales executives for assessments and a cautious full-year outlook.

ARD Media and DAZN form unusual advertising partnership

ARD Media and DAZN have launched a joint commercial partnership to market the weekly Bundesliga-Konferenz across ARD radio and DAZN streaming, starting with the Hinrunde (first half) of the 2026/27 season. Described by the partners as the first public–private cooperation of its kind in football, the initiative aims to extend and optimize advertisers' net reach on Bundesliga Saturdays by combining audio and video moments while minimizing audience overlap. The cooperation centers on established offerings—the radio Bundesliga-Konferenz marketed by ARD Media and DAZN’s Bundesliga coverage—and both remain bookable separately; pricing and commercial conditions continue to be set by each sales house. The announcement was published on August 27, 2026.

• ARD Media and DAZN announced a joint marketing partnership for the weekly Bundesliga-Konferenz across ARD radio and DAZN streaming.
• The partnership begins with the Hinrunde (first half) of the 2026/27 Bundesliga season; announcement published 2026-08-27 (author: Katrin Ansorge).
• Partners describe the deal as the first public–private cooperation of its kind in football.

DAZN bolsters sports inventory with Nielsen data

Streaming provider DAZN published results from a Nielsen study tied to its Bundesliga partnership with Cupra to help sell its live-sports inventory. Nielsen surveyed 1,000 people aged 18–54 between April 29 and May 8, 2026, comparing recent DAZN Bundesliga viewers with a control group. The study found double-digit percentage-point uplifts for brand metrics among DAZN viewers (e.g., Awareness and Consideration +17pp; Recommendation +20pp). Cupra — which has expanded its partnership with DAZN since summer 2025 and continues into the 2026/27 season (including the women's Bundesliga) — and DAZN will also cooperate with ARD Media to market the Saturday conference in H1 2026/27.

• Nielsen surveyed 1,000 people aged 18–54 between 2026-04-29 and 2026-05-08 for the study.
• Among DAZN Bundesliga viewers, Brand Awareness and Consideration were each 17 percentage points higher than the comparison group; Recommendation was +20pp; Sponsorship Awareness +12pp.
• Perception of Cupra as a brand with an innovative electric vehicle selection was 26 percentage points higher among DAZN Bundesliga viewers.

Jana Cebulla to lead RBB Brandenburg offering

Jana Cebulla has been appointed as the head of the RBB's Brandenburg regional offering, a newly created position. The appointment was made by the broadcaster's broadcast council for a five-year term, following a proposal by RBB Director-General Ulrike Demmer. Cebulla, who joined RBB from MDR a few months ago, had been leading the program management department. The creation of this role responds to the perception that Brandenburg is underrepresented in RBB's programming, a matter also addressed by the RBB state treaty negotiated with authorities. The broadcaster's earlier legal challenge against the treaty's provisions was rejected by the constitutional court. In her new role, Cebulla will coordinate and advise across departments to ensure Brandenburg's perspectives are adequately considered in planning and decision-making processes. Notably, a similar leadership position for the Berlin offering will not be filled.

• Jana Cebulla has been appointed head of the RBB Brandenburg regional offering, a newly created role.
• The appointment was made by the RBB broadcast council for a five-year term.
• Cebulla moved from MDR to RBB a few months ago, where she led the program management department.

MDR SACHSEN-Dialogtage 2026: Dein Ort. Deine Themen – MDR SACHSEN mittendrin in Freiberg

Am Samstag, 12.09.2026, ab 18.00 Uhr am Rathaus/Ecke Burgstraße zur „Freiberger Nachtschicht“

Germany's AfD Win Threatens Public Broadcasting, MDR Exit Possible

The far-right AfD party won the Saxony-Anhalt state election with 43.8% of the vote but fell short of a majority, preventing an immediate unilateral exit from the MDR public broadcaster. However, talks with the BSW party could enable a future state withdrawal via changes to broadcasting treaties, potentially starting in 2029. Such a move would devastate regional journalism and public service media in the state. Meanwhile, Google is reportedly in talks with major Hollywood studios to license film archives and characters for AI training, potentially reshaping copyright and media monetization. The ARD media library will premiere new 'Tatort' episodes on Fridays, requiring registration, to convert anonymous reach into registered, returning users. France invests €500 million in audiovisual industry, positioning itself against Big Tech.

• AfD wins Saxony-Anhalt election with 43.8% but lacks majority.
• Google in talks with Disney, Universal, Warner Bros. for AI content licensing.
• ARD Mediathek to offer early 'Tatort' episodes requiring registration.