Observed Signal · Oct 12, 2026 · Market Update · Source: DWDL · Impact: 2/5 · Sentiment: Neutral
Dr. Oetker Overtakes Vinted in German TV Ad Rankings
In the latest weekly TV advertising charts by All Eyes On Screens, Dr. Oetker has risen to the top spot, displacing Vinted, which had led for four consecutive weeks. Dr. Oetker aired 1,310 spots, reaching a gross reach of 888 XRP, with a focus on ProSieben and other Seven.One Media channels (about 76% of spots), while also using Ad Alliance's RTL channels. Vinted, with over 3,000 spots, achieved 861 XRP, taking second place. Procter & Gamble brands also featured prominently: Wick reached 723 XRP (rank 3), supported by Lenor (425 XRP), Always (417 XRP), and Oral-B (360 XRP). The ranking is based on exact second-by-second reach in Vodafone households, expressed as Exact Rating Points (XRP). The data underscores the competitive dynamics in German linear TV advertising, particularly among major FMCG advertisers.
This article provides weekly TV advertising rankings for Germany, highlighting competitive moves by major FMCG advertisers (Dr. Oetker, P&G, Vinted) and the use of XRP metrics. It offers a snapshot of linear TV ad market dynamics but is not a major industry-shifting event, yet it is relevant for media planning and TV ad sales insights.
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Key Takeaways & Evidence Grounding
- Dr. Oetker ranked first in German TV ad charts with 1,310 spots and 888 XRP, displacing Vinted.
- Vinted aired over 3,000 spots but achieved 861 XRP, taking second place.
- Wick (Procter & Gamble) ranked third with 959 spots and 723 XRP.
- Dr. Oetker focused 76% of spots on Seven.One Media channels (e.g., ProSieben).
- All Eyes On Screens uses Exact Rating Points (XRP) based on second-by-second reach in Vodafone households.
Connected Companies & Entities
6 Entities mapped“Dr. Oetker significantly ramped up its advertising activities in traditional television with 1,310 spots, achieving a gross reach of 888 XRP...”
“Vinted pursued a noticeably different strategy again, airing over 3,000 spots, which ultimately resulted in 861 XRP.”
“Dr. Oetker propelled itself to the top spot in the advertising charts determined by All Eyes On Screens.”
“Dr. Oetker spots were broadcast exclusively on the channels of the two major sales houses, Ad Alliance and Seven.One Media.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Dr. Oetker Tops TV Reach via Sat.1
Dr. Oetker delivered the strongest gross TV reach in Germany for the week of 17–23 August 2026, according to All Eyes On Screens data. The advertiser ran 1,217 spot airings and achieved 723.32 XRP in the evaluated Vodafone households, promoting multiple products (pizza, lemon cake, Paradies-Creme and “High Fibre” drinks). Nearly 40% of Dr. Oetker’s total gross reach came from Sat.1, and 76.5% of its reach ran across ProSiebenSat.1 channels (Seven.One Media), with the remainder via the Ad Alliance. By contrast, shoe retailer Deichmann reached roughly 404 XRP and placed its entire TV budget exclusively with the Ad Alliance. Sky’s Bundesliga advertising (including Sky self-promo in pay TV) ranked Sky second in the brand ranking for the period.
Dr. Oetker Boosts TV Ads Around Football and Let's Dance
Dr. Oetker ran its most intensive week of TV advertising in 2026, placing 884 spots across German broadcasters during the seven-day period ending May 4, 2026. According to All Eyes On Screens data, the campaign generated a gross reach of 511 XRP and moved the brand to third place in the weekly advertiser ranking. The company targeted event- and entertainment-led inventory: multiple pizza spots ran around RTL’s Let's Dance (nine spots on Friday producing 39 XRP) and a 'Mia Grande' promotion tied to football-fan incentives aired 253 times, generating 158 XRP. Dr. Oetker concentrated buys on ProSieben/Seven.One Media (ProSieben alone carried 16.9% of its spots) and on RTL/Ad Alliance inventories. The report also notes Amazon and Kaufland led the weekly rankings with roughly 1,999 and 1,656 spots and 771 and 710 XRP respectively.
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