Observed Signal · Oct 6, 2026 · Market Research · Source: persoenlich.com News · Impact: 3/5 · Sentiment: Positive

Linear TV Leads in Effectiveness but Lacks Growth Momentum

Executive Signal Summary

Admeira, in collaboration with GfK Switzerland, surveyed 47 industry professionals from agencies and advertisers for their 'Market Echo 2026' report. The study reveals that linear TV is perceived as the most effective channel, with 81% rating it highly for effectiveness and 94% for building brand awareness. However, experts predict future growth for Connected TV (70%) and TV Replay (68%), while 36% expect a decline for linear TV. The survey also found that 72% see a risk of brands losing visibility due to overly narrow target audience definitions. The study, conducted from May to June 2026, captures industry perceptions rather than actual campaign performance.

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High Confidence

The study provides valuable insights into media planning perceptions, highlighting the continued importance of linear TV for brand building while indicating a shift towards CTV and replay. This is relevant for AdTech strategists and media buyers.

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Key Takeaways & Evidence Grounding

Admeira and GfK Switzerland surveyed 47 industry professionals for the 'Market Echo 2026' study.
Linear TV is rated as the most effective channel, with 81% high effectiveness and 94% for brand awareness.
72% of respondents see a risk of brand visibility loss from narrow targeting.
Connected TV (70%) and TV Replay (68%) are expected to gain importance in the next 3-5 years.
The online survey was conducted from May 7 to June 8, 2026.

Ontology Mapping & Concepts

TV (linear)Connected TV (CTV) & OTT Out-of-Home (OOH)

Primary Source Grounding & Direct Attribution

Direct Origin Attribution

Primary Reporting: persoenlich.com News•Published: Oct 6, 2026

Original Coverage Title: “Admeira-Studie: TV vorne, aber ohne Rückenwind”

Related Market Signals & Shifts

Recent verified developments and strategic activity across this market segment.

Media ChannelsOct 7, 2026

ARD and ZDF Prepare Channel Relaunch Ahead of 2027

ARD and ZDF are finalizing plans to restructure their specialized TV channels, effective January 1, 2027. Under the reform, ZDFneo and One will merge into the new 'Neo', while Tagesschau24 and ZDFinfo will be discontinued. Phoenix will be led solely by ARD and expanded with more live coverage, and the new 'Info' channel will inherit documentaries from Phoenix. The channels are slated to transition to digital-only by 2033 (or 2029 for Neo), as mandated by the Reformstaatsvertrag. The networks remain tight-lipped on specific program details until mid-November, with programming plans expected to be announced then. The relaunch is a strategic move to strengthen digital offerings and adapt to changing viewer habits, with a clear focus on digital-first future.

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