Observed Signal · May 11, 2026 · Measurement Report · Source: DWDL · Impact: 2/5 · Sentiment: Neutral
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.
Weekly TV ad rankings reveal advertiser spend and reach patterns (Amazon dominance, supermarket TV investments) that matter for media planning and buyer decisions but do not represent a platform policy or technical shift.
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Key Takeaways & Evidence Grounding
- Amazon ran 1,717 TV spots and achieved 754 XRP in the German TV ad market during the measured week.
- The gross advertising value of Amazon's 1,717 spots was reported at €6.9 million.
- Kaufland ranked second with 1,548 spots and 696 XRP; Rewe ranked third with just under 1,000 spots and 599 XRP.
- Snocks ran nearly 3,000 spots and achieved 291 XRP, placing 22nd and appearing mainly on Eurosport, MTV and Sport1.
- Data and rankings were produced by All Eyes on Screens and reported by DWDL on 2026-05-11.
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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.
Rewe Tops TV Ad Charts as Amazon Cuts Spend
All Eyes On Screens' weekly TV-ad ranking shows Amazon’s recent reduction in TV ad activity dropped it from the top after five consecutive weeks. Rewe moved to first place with 637 XRP and Kaufland to second with 569 XRP. Carglass achieved third place after running 1,062 spots for 529 XRP. Wirkaufendeinauto’s campaign featuring Ralf Schumacher aired in 891 spots (338 XRP) and had an estimated gross ad value of about €1.6 million for the week. The ranking is based on summed gross reach (XRP) across Vodafone-measured German households and counts every individual airing (brutto reach).
Kaufland Tops German TV Advertising in H1 2026
A DWDL.de analysis of All Eyes On Screens (AEOS) data shows shifts in brand visibility on German TV in the first half of 2026. Kaufland led AEOS gross reach with 16,144 XRP (up ~73% year-on-year), while Lidl cut TV reach by about 32% and fell from 7th to 18th place. AEOS — which daily scans ads on German broadcasters and estimates reach in Vodafone Giga‑TV households — provides non-representative but large-sample insight into TV ad presence. Other notable moves: Amazon increased gross reach by ~45% and entered the top ranks; Procter & Gamble expanded portfolio reach by 4.5%; Vinted and several e-commerce/health advertisers sharply reduced TV activity (Shop‑Apotheke down >68%). Nielsen data cited in the piece show stagnating TV gross ad revenues (‑0.2% for the first five months) while the overall advertising market grew slightly (+0.6%).
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