Observed Signal · Jun 2, 2026 · Policy Update · Source: DWDL · Impact: 3/5 · Sentiment: Positive
Ad Alliance Keeps TKP but Drops 2028 Hardcut
Ad Alliance will proceed with introducing a TKP (CPM) model for TV advertising but will abandon the previously announced hard cut scheduled for 2028. Frank Vogel, Managing Director of Ad Alliance, told Horizont that spot-by-spot bookings will remain allowed beyond 2028 and that both the TKP and spot-by-spot models will coexist. The decision follows market feedback and concerns from media agencies about pace and unresolved details. The original hardcut had been announced last year by Carsten Schwecke (then RTL Deutschland executive), who has since left the company; Ad Alliance says the strategy adjustment is a market-driven corporate decision rather than a personnel one.
Changes a major German TV ad sales house's transition plan to CPM pricing, affecting agency buying practices, comparability with digital platforms, and planning for TV inventory; it's a meaningful market signal but not industry‑shifting globally.
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Key Takeaways & Evidence Grounding
- Ad Alliance will implement a TKP (CPM) model for TV bookings but will not enforce a hard cut in 2028.
- Spot-by-spot bookings will continue to be permitted; both models will coexist going forward.
- Frank Vogel, Managing Director of Ad Alliance, announced the change to Horizont and cited market feedback as the reason.
- The hardcut had been announced last year by Carsten Schwecke, former Chief Commercial, Technology & Data Officer of RTL Deutschland, who has since left the company.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Seven.One Media Chief Outlines Sales Strategy, Rejects TKP Hardcut
Nicola Lussana, appointed in October 2025 to lead Seven.One Media (the sales arm of ProSiebenSat.1), detailed his strategic priorities in an interview with Horizont published on 2026-06-18. He said he found a strong team on arrival and plans to deepen direct engagement with advertisers—spending significant time with clients and increasing presence across levels—while keeping agencies central. Lussana signalled an evolutionary, not abrupt, move toward CPM (TKP) pricing, favouring coexistence of TKP and spot-by-spot models rather than a fixed hardcut. He described Joyn as one distribution channel among others and emphasised a strategic difference to RTL+’s subscription-focused approach. Lussana also wants to target more small and medium advertisers currently allocating budgets to platform ecosystems.
TV Must Deliver Short-Term Sales: Ad Alliance CEO
In an interview filmed at DMEXCO 2026, Frank Vogel, CEO of Ad Alliance, defends TV advertising's ability to deliver short-term sales outcomes. He argues that marketers would not book TV if it couldn't drive immediate results, and discusses TV's advantages over tech platforms. Vogel also comments on what Sky Deutschland's inventory will contribute to Ad Alliance, indicating a strategic expansion of the company's offering. The interview highlights the ongoing industry debate about measuring short-term versus long-term TV effectiveness, positioning TV as a balanced medium that can deliver both.
ARD Mediathek tops ZDF, RTL+ grows in September streaming
In September 2026, the ARD Mediathek regained the 100 million monthly streaming hours mark, reaching 106.2 million hours, a 16.1% increase from August. This growth was driven by content like the final season of 'Babylon Berlin' and live football. Meanwhile, the ZDF streaming portal saw only minimal growth of 0.8% to 77.4 million hours, lagging behind ARD and other platforms. RTL+ experienced significant growth of 10.9% overall and 18.8% among 14-49 year-olds, reaching 64.6 million hours. DAZN's streaming hours more than tripled to 14.6 million, likely boosted by Champions League content. In contrast, Wow saw a decline of 5.8% to 8.3 million hours, while Sky grew by 11.8%. Amazon remained the leading platform with 125.8 million hours. The data comes from AGF Videoforschung.
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