Observed Signal · Aug 17, 2026 · Measurement Report · Source: DWDL · Impact: 2/5 · Sentiment: Neutral
TV (linear) Market: Amazon Dominates German TV Ad Spots
A DWDL report (data from All Eyes On Screens) shows Amazon was the most visible advertiser on German TV in the week ending 17 August 2026. Amazon ran 2,022 TV spots and achieved a gross reach of 811 XRP, with many placements on large free-TV channels (Kabel Eins, ProSieben, RTL) and 7.0% of its spots airing on the Pay-TV channel Sky Sport News. Sky reached second place with a gross reach of 530 XRP and more than 7,500 spots (mostly on its own channels). McDonald's ran about 2,081 spots (521 XRP) and placed third, while Dr. Oetker reached 510 XRP from 890 spots. The ranking is based on All Eyes On Screens’ XRP (Exact Rating Points) measurement of Vodafone households.
Weekly TV ad-ranking provides actionable insight into advertiser TV buying and reach distribution, relevant for media planners and broadcasters but not industry-shifting.
Key Takeaways & Evidence Grounding
- Amazon aired 2,022 TV spots in the referenced week and achieved a gross reach of 811 XRP.
- 7.0% of Amazon's spots ran on Pay-TV channel Sky Sport News.
- Sky broadcast more than 7,500 spots and reached 530 XRP, placing second in the advertiser ranking.
- McDonald's aired 2,081 spots and achieved 521 XRP, ranking third; Dr. Oetker reached 510 XRP with 890 spots.
- All Eyes On Screens' ranking uses XRP (Exact Rating Points) based on measured Vodafone households.
Connected Companies & Entities
14 Entities mappedMcDonald's
Global quick-service restaurant brand monetising food sales and franchising.
“McDonald's schaltete in den zurückliegenden sieben Tagen 2.081 Spots und damit in etwa so viele wie Amazon....”
DF1
German ad-funded broadcaster operating DF1 television and streaming.
“Der Rest lief auf Kanälen von RTL Deutschland, aber auch bei DF1 und History....”
Amazon
Global commerce, cloud, advertising and subscription platform company.
“2.022 Spots hat Amazon in der zurückliegenden Woche im deutschen Fernsehen geschaltet - und die Motive waren wie immer sehr unterschiedlich....”
Dr. Oetker
Advertiser / Brand (Buys Ads)Family-owned food brand and holding company in Germany.
“Dr. Oetker, das auf 510 XRP kam, dafür aber auch nur 890 Spots benötigte....”
DWDL.de
German media trade publisher for TV, streaming and industry jobs.
“© DWDL.de GmbH, 2001-2026...”
Sky
UK subscription TV, streaming and advertising sales company.
“Apropos Sky: Der Pay-TV-Sender hat es in der vergangenen Woche mit einer Bruttoreichweite in Höhe von 530 XRP bis auf Platz zwei des Werbera...”
P&G
Global consumer goods company selling household and personal care brands.
congstar
German consumer telecom brand for mobile and home internet.
“Die Deutsche Telekom hat es unterdessen gleich doppelt in die Charts geschafft: Sowohl mit der Hauptmarke Telekom (352 XRP) als auch mit Con...”
Kabel Eins
German free-to-air entertainment brand with advertising-funded TV and Joyn streaming.
“Die häufigsten Amazon-Spots waren auf vergleichsweise großen und reichweitenstarken Sender zu sehen: Kabel Eins, ProSieben und RTL....”
RTL Group
European broadcaster, streamer, ad seller and content producer.
“Die häufigsten Amazon-Spots waren auf vergleichsweise großen und reichweitenstarken Sender zu sehen: Kabel Eins, ProSieben und RTL....”
ProSieben
German broadcast channel brand with digital video distribution.
“Die häufigsten Amazon-Spots waren auf vergleichsweise großen und reichweitenstarken Sender zu sehen: Kabel Eins, ProSieben und RTL....”
all eyes on screens
TV and cross-screen measurement, planning, and activation software.
“In Summe brachte es Amazon in der vergangenen Woche auf eine Bruttoreichweite in Höhe von 811 XRP, damit sicherte man sich den ersten Platz ...”
Deutsche Telekom
German telecom group spanning connectivity, TV, advertising and enterprise cloud.
“Die Deutsche Telekom hat es unterdessen gleich doppelt in die Charts geschafft: Sowohl mit der Hauptmarke Telekom (352 XRP) als auch mit Con...”
Vodafone
Telecom operator serving consumers and enterprises with connectivity services.
“All Eyes On Screens ... ermittelt für diese die in Summe erzielte Reichweite in den gemessenen Vodafone-Haushalten....”
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