Observed Signal · Jun 8, 2026 · Advertising Campaign · Source: DWDL · Impact: 2/5 · Sentiment: Neutral
eBay Revives '3, 2, 1…' Claim to Push TV Campaign
eBay has revived its historic claim in a modified form — "3, 2, 1… eBay Live" — to promote its recently launched live‑commerce format. According to All Eyes on Screens data reported by DWDL.de, 1,459 of 1,469 eBay TV spots counted last week were part of this campaign, generating a gross reach of 582 XRP and placing eBay eighth in the weekly TV advertiser ranking. McDonald's led the charts with 3,118 spots and 1,076 XRP, while Kaufland and Rewe ranked second and third. eBay increased its TV spot volume to the highest level so far this year, with heavy airing on ntv, Vox and channels within RTL Deutschland and ProSiebenSat.1 as well as other pay and thematic channels.
Demonstrates a major TV buy and the use of linear‑TV measurement (XRP) to quantify reach; relevant to TV planners and media buyers but not industry‑shifting.
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Key Takeaways & Evidence Grounding
- eBay reintroduced the classic claim in modified form as "3, 2, 1… eBay Live" to advertise its live‑commerce format.
- All Eyes on Screens counted 1,469 eBay TV spots in the referenced week; 1,459 spots belonged to the new campaign.
- The campaign achieved a gross reach of 582 XRP, giving eBay eighth place in the weekly TV advertiser ranking.
- McDonald's was top of the weekly TV charts with 3,118 spots and 1,076 XRP; Kaufland and Rewe ranked second and third.
- eBay's spots were most frequently aired on ntv and Vox and also ran on RTL Deutschland, ProSiebenSat.1 channels, Comedy Central, Disney Channel, Deluxe Music and Sky One.
Connected Companies & Entities
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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.
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).
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.
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