Kabel Eins vs YouTube

BTN Anniversary Special Performs Well in Target Audience

RTLzwei's soap 'Berlin - Tag & Nacht' celebrated its 15th anniversary with a special and a double episode in primetime. The first part achieved a 5.1% market share among viewers aged 14-49, above the soap's average of around 3%. However, total audience numbers remained low at 240,000 and 210,000 respectively. The anniversary documentary also performed well in the target audience with a 5.4% share. Additionally, Nitro's Europa League coverage and Kabel Eins' 'Rosins Restaurants' posted strong ratings in the target demographic.

• The 'BTN' anniversary special achieved a 5.1% market share in the 14-49 target group with 120,000 viewers.
• The second part of the double episode reached 4.4% market share in the target group.
• The anniversary documentary reached a 5.4% market share in the target group.

Sat.1's New NCIS Evening Trails Kabel Eins in Young Demos

German broadcaster Sat.1 launched its new Tuesday evening block built around three NCIS series at 20:15. The original 'Navy CIS' drew 990,000 total viewers but only 170,000 in the 14-49 advertising-relevant demographic, equal to a 5.2% market share. 'Navy CIS: Origins' followed with 810,000 viewers and 4.0% in that target group. Later, 'Navy CIS: Sydney' remained above 500,000 viewers but posted weak young-audience shares. Kabel Eins outperformed Sat.1 among 14-49 viewers, helped by the film 'Real Steel' with a 6.8% share, and reached 5.8% daily market share, ranking fourth ahead of Sat.1, Vox (both 5.5%) and ProSieben (5.3%). RTLzwei managed only 3.3%. All data comes from AGF Videoforschung.

• Sat.1's new NCIS Tuesday block opened with 'Navy CIS', reaching 990,000 total viewers.
• Only 170,000 viewers aged 14-49 watched 'Navy CIS', a 5.2% market share.
• 'Navy CIS: Origins' drew 810,000 viewers and a 4.0% market share among 14-49.

IAB Targets Creator Spend Standardization as UK Hits £1bn, US Nears $44bn

At its inaugural Creator Fronts during Global Creator Week, the IAB highlighted the rapid growth of creator marketing, with UK advertiser spend projected to exceed £1bn in 2026 and US spend nearing $44bn. IAB executives emphasized the need for standardized metrics, particularly a common definition of 'view', to reduce friction and unlock further investment. The organization announced its Trusted Creator Brand Deal Initiative to establish common definitions and rules. Presentations from platforms like Meta, YouTube, and Twitch showcased their creator monetization tools, while Unilever's Dove campaign was cited as a success story using 490 creators. The event underscored the creator economy's transition from a niche channel to a core part of the advertising industry.

• UK advertiser spend on creators is projected to reach £1.217bn in 2026, a 26% growth rate.
• US advertiser spend on creators is on track to reach $44bn in 2026, growing four times faster than the overall media industry.
• The IAB announced its Trusted Creator Brand Deal Initiative, set to launch next month, to standardize basic metrics.

YouTube debuts new Creator Shows at the Venice and Toronto International Film Festivals

YouTube announced new Creator Shows debuting at the Venice and Toronto International Film Festivals, along with a YouTube TV setup guide for NFL Kickoff weekend.

John Lewis Embraces AI 'Share of Model' Metric

John Lewis launched a celebrity vodcast to reinforce its gift-giving association and address the growing share of AI-driven product discovery. The article discusses the emerging 'Share of Model' metric, which measures brand visibility in AI-generated answers. It highlights research showing AI's increasing role in search, with AI Overviews reaching two billion users and reducing click-through rates. The piece outlines five strategies for brands to improve their Share of Model, including authenticity, PR, community engagement, content creation around real questions, and technical SEO. It positions the metric as a diagnostic tool alongside Share of Voice and Share of Search.

• John Lewis launched a 'Gift List' vodcast with Angela Scanlon.
• Outgoing MD Peter Ruis reported AI-based product searches rose from 0.3% to 2.5% in a year.
• A July 2026 YouGov study found 31% of UK adults used an AI assistant in the past month.