Observed Signal · Aug 17, 2026 · Measurement Report · Source: DWDL · Impact: 2/5 · Sentiment: Neutral
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.
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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 mapped“Amazon aired 2,022 spots in German television during the past week, with campaign motives varying widely as usual.”
“In total, Amazon achieved a gross reach of 811 XRP in the past week, securing first place in the advertising charts for the most visible bra...”
“Amazon's most frequent spots appeared on relatively large and high-reach channels: Kabel Eins, ProSieben, and RTL.”
“Amazon's most frequent spots appeared on relatively large and high-reach channels: Kabel Eins, ProSieben, and RTL.”
“Speaking of Sky: The pay-TV broadcaster reached second place in the advertising ranking last week with a gross reach of 530 XRP.”
“McDonald's aired 2,081 spots over the past seven days, roughly matching Amazon's volume.”
“Dr. Oetker reached 510 XRP while requiring only 890 spots.”
“All Eyes On Screens calculates the total achieved reach within measured Vodafone households for these entities.”
“The remainder ran on channels belonging to RTL Deutschland, as well as on DF1 and History.”
“Copyright DWDL.de GmbH, 2001-2026.”
“Meanwhile, Deutsche Telekom made it into the charts twice: securing spots in the top 25 with both its master brand Telekom (352 XRP) and Con...”
“Meanwhile, Deutsche Telekom made it into the charts twice: securing spots in the top 25 with both its master brand Telekom (352 XRP) and Con...”
“Amazon's most frequent spots appeared on relatively large and high-reach channels: Kabel Eins, ProSieben, and RTL.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Amazon Tops German TV Ad Rankings Again
All Eyes on Screens data published by DWDL shows Amazon was the most reach-effective advertiser in German TV ad breaks for the week ending May 11, 2026, leading the rankings for a fifth consecutive week. Amazon aired 1,717 spots yielding 754 XRP and a gross advertising value of €6.9 million, promoting Prime, employer branding and its cloud unit (aws). Supermarket chains Kaufland (1,548 spots, 696 XRP) and Rewe (just under 1,000 spots, 599 XRP) placed second and third; Edeka, Lidl and Aldi also made the Top 25. Direct-to-consumer brand Snocks ran almost 3,000 spots for 291 XRP, largely on smaller/specialist channels. Data source: All Eyes on Screens; article published May 11, 2026 on DWDL.de.
Viel hilft viel: McDonald's flutet die Werbeblöcke - DWDL.de
According to All Eyes On Screens data, McDonald's became the most visible brand in German TV advertising during the week of August 31 to September 6, 2026, airing a record 3,305 spots and achieving a gross reach of 956 XRP, ranking first. The fast-food chain's strategy favored smaller niche channels, including Comedy Central (11.9% of spots), Nick (8.7%), Sport1 (8.1%), and TLC (7.8%), before reaching larger broadcasters like ProSieben (7.8%). In contrast, Zalando aired 579 spots on larger channels from Ad Alliance and Seven.One Media, including RTL during DFB-Pokal coverage, achieving 474 XRP and ranking sixth. Amazon and Kaufland followed with 773 and 702 XRP, respectively, while Vinted dropped to fourth. Burger King also entered the top 25 with 842 spots, primarily on MTV, RTL, and Comedy Central.
Dr. Oetker, Zalando, Storck Favor Big TV Ad Sellers
According to All Eyes On Screens data, Vinted remained the top TV advertising brand in Germany for the week of September 14-20, 2026, with 4,615 spots and 928 XRP. While Vinted spreads its spots across many sellers, other major advertisers like Dr. Oetker, Zalando, and Storck concentrated their TV spending on the two largest German TV marketing houses, Ad Alliance (RTL) and Seven.One Media (ProSiebenSat.1). Dr. Oetker placed over 80% of its 1,268 spots on Seven.One Media channels. Zalando allocated about 75% of its spots to Ad Alliance, with 26.7% on RTL alone. Storck's Merci brand also relied heavily on these two sellers. The top five brands (Vinted, McDonalds, Dr. Oetker, Kaufland, Amazon) remained unchanged from the previous week.
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