BVDW vs DWDL.de

DMEXCO 2026: Digitale Wirtschaft auf dem Weg von Künstlicher Intelligenz zu echter Wertschöpfung

New press release published on 25.09.2026: 'DMEXCO 2026: Digitale Wirtschaft auf dem Weg von Künstlicher Intelligenz zu echter Wertschöpfung'. Also updated press material reflecting the new BVDW Präsidium elected on 26.06.2026, with Björn Kaspring as new member.

Digital Economy Contributes €481 Billion to German GDP

A study by the German Digital Economy Association (BVDW) and the research firm Istari quantifies the economic impact of Germany's digital economy, estimating it at €481 billion in gross value added for 2025, representing nearly 12% of total German GVA. The analysis, based on AI-assisted examination of 1.4 million market-active companies, categorizes them into three groups: the digital core economy (software, platforms, AdTech, data providers, digital agencies) with €192 billion GVA, digitally driven business models (online retailers, digital media), and digitally transformed industries, which together account for over €1 trillion. The study aims to highlight the significance of digital business models beyond traditional industry classifications, particularly to inform policy decisions.

• The digital economy in Germany generates €481 billion in gross value added, nearly 12% of the total.
• Around 229,000 companies are classified as part of the digital economy.
• The digital core economy alone accounts for €192 billion GVA from ~63,000 companies.

Retail Media Reaches 'Path of Enlightenment' in 2026 Trend Monitor

The Retail Media 2026 Trend Monitor, based on insights from the expert circle of the Working Group Die Mediaagenturen, indicates that retail media has established itself as a permanent part of the digital advertising market. The focus has shifted from proving its general relevance to demonstrating effectiveness, data transparency, and technical interoperability. The report highlights the need for standardized measurement and clear success metrics, as well as the integration of retail media into broader advertising technology stacks. This marks a maturation phase for the sector, moving beyond initial hype towards practical, scalable implementation.

• The Trendmonitor Retail Media 2026 is based on assessments from the Retail Media expert circle of the Trendmonitor 2026 working group 'Die Mediaagenturen'.
• Retail media has established itself as a fixed component of the digital advertising market.
• The report emphasizes the shift from proving relevance to demonstrating effectiveness, data transparency, and technical connectivity.

Real Innovation in TV Entertainment Has Become Rare

In an interview, German Television Award jury member and DWDL.de editor Alexander Krei discusses trends in non-fictional television entertainment. He notes that rising budget pressures across broadcasting houses have made genuine innovation rare, particularly on major show stages. However, exceptions exist, such as Sat.1's reality format 'Villa der Versuchung' and public broadcasting's 'Die Werwölfe'. Krei also observes a shift in comedy, where establishing new TV formats has become increasingly difficult due to competition from niche platforms like TikTok, prompting a strategic focus on evolving existing established brands like 'TV total' and 'Die Anstalt'.

• Alexander Krei, a jury member for the German Television Award, notes that budget pressures are stifling television show innovation.
• Sat.1 introduced 'Villa der Versuchung,' a German-developed reality format focusing on financial elements.
• Public broadcasters in Germany successfully experimented with reality TV through the format 'Die Werwölfe'.

Giovanni Zarrella Achieves Highest Market Share Since Early 2024

ZDF's first open-air edition of The Giovanni Zarrella Show, recorded at the ZDF-Fernsehgarten, attracted about 2.9 million viewers on Saturday evening and achieved a 16.8% overall market share — the highest for the program in roughly two and a half years. The show logged 9.1% among 14–49 year‑olds and 10.5% among 14–59 year‑olds. The late news program heute-journal that followed reached 2.14 million viewers and a 17.1% market share, while Aktuelle Sportstudio drew 1.35 million viewers (16.2% overall, 8.4% in 14–49). Daily market shares for Das Erste and ZDF were each 13.1%. AGF Videoforschung / AGF SCOPE 1.15 is cited as the data source for the ratings.

• ZDF broadcast the first open-air edition of The Giovanni Zarrella Show, recorded at the ZDF-Fernsehgarten.
• The Giovanni Zarrella Show drew approximately 2.9 million viewers and a 16.8% overall market share.
• Demographic ratings: 9.1% market share (age 14–49) and 10.5% (age 14–59) for the show.

ProSieben Reshuffles Monday Sitcom Lineup

ProSieben will change its Monday evening sitcom schedule effective 14 September after three weeks of weak ratings. The broadcaster will air four consecutive Germany-premiere episodes of Georgie & Mandy, pushing Ted roughly 55 minutes later to about 22:05 (with a new-season episode followed by a season-1 repeat). St. Denis Medical will move to a later 23:15 slot with back-to-back episodes airing as Free-TV premieres. The changes follow disappointing audience figures since the August 10 schedule rollout: Georgie & Mandy averaged 6.6% in the key 14–49 demo (with wide fluctuation), Ted’s new episodes peaked at 4.3%, and St. Denis Medical averaged just above 2%, hitting a low of 0.5% (approx. 60,000 total viewers) in the demo.

• ProSieben will restructure its Monday evening schedule effective 2026-09-14.
• Four episodes of the sitcom 'Georgie & Mandy' will air back-to-back as Germany premieres.
• The show 'Ted' will be delayed by about 55 minutes to a ~22:05 start and will present a new second-season episode followed by a season-1 repeat.