Observed Signal · Sep 23, 2026 · Product Launch · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
MFE Launches ALL21 Total Video Europe for Cross-European TV Ads
MFE-MediaForEurope has launched ALL21 Total Video Europe, a cross-country advertising solution that synchronizes a 60-second ad break at 21:00 across linear TV and digital platforms in Italy, Spain, and Germany, reaching over 14 million individuals. Announced at DMEXCO 2026, this initiative follows MFE's full takeover of ProSieben in September 2025 and involves collaboration among its national sales houses. Michele Giraudo, Chief Revenue Officer at MFE Advertising, described it as the final piece of this collaborative effort. The product aims to strengthen MFE's pan-European ad offering, competing with global tech platforms by leveraging TV's mass simultaneous reach. This launch comes after MFE's H1 2026 revenues declined 6.1% year-on-year, highlighting the strategic importance of this new format.
This is a significant product launch by a major European broadcaster to enhance cross-border TV advertising, potentially impacting the AdTech ecosystem by offering an alternative to digital platforms. It signals strategic moves in the TV advertising space.
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Key Takeaways & Evidence Grounding
- MFE Advertising launched ALL21 Total Video Europe, a cross-country advertising solution for simultaneous reach across linear TV and digital video in Italy, Spain, and Germany.
- The format synchronizes a 60-second ad break at 21:00 across 24 linear channels and digital platforms, reaching over 14 million individuals.
- The launch follows MFE's full takeover of ProSieben in September 2025 and was announced at DMEXCO 2026.
- Michele Giraudo, Chief Revenue Officer at MFE Advertising, described the solution as 'the final piece of weeks of collaboration' among Italian, Spanish, and German sales houses.
- MFE's H1 2026 revenues were down 6.1% year-on-year, highlighting the need for new ad offerings like ALL21.
Connected Companies & Entities
3 Entities mapped“MFE-MediaForEurope took full control of German broadcaster ProSieben just over one year ago....”
“Mediaset introduced the format in Italy back in 2013....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Seven.One Media launches ALL21 Roadblocking
Seven.One Media has launched ALL21 Roadblocking, a cross-channel TV ad format that broadcasts identical commercials simultaneously across all ProSiebenSat.1 channels on Thursdays at 21:00. The format premieres on 2026-08-06 and confines synchronized breaks to an exclusive 60-second ad island with no more than three spots, designed to deliver concentrated prime-time reach and high attention. It runs on ProSieben, Sat.1, Kabel Eins, sixx, Sat.1 Gold, Kabel Eins Doku and ProSieben Maxx. REWE, with media agency PION3ERS, is among the first advertisers. The concept, already used by Media for Europe in Italy and Spain, follows MFE’s acquisition of a majority stake in ProSiebenSat.1 and is presented as a way to leverage planned marketing and sales synergies across the group’s combined channels.
MFE Reshapes Pan-European International Sales
MFE Advertising (MFE ADV), the sales arm of MFE-MediaForEurope, announced a major restructuring of its international business, effective January 1, 2026. Publieurope, which handles TV ad sales for Mediaset in Italy and Spain, will merge into MFE ADV by the end of 2025, consolidating its digital and marketing activities under the international sales umbrella. The plan unifies six sales houses under a single MFE ADV brand, with more than 1,500 employees across Milan, Madrid, Munich, London and Paris, and a portfolio spanning over ten European countries reaching about 300 million people. Executives Paola Colombo, Matteo Cardani and Michele Giraudo from Publieurope will join the MFE Advertising Board of Directors, chaired by MFE CEO Pier Silvio Berlusconi and led by MFE ADV CEO Stefano Sala. The move follows MFE’s pan-European ambitions, including a controlling stake in ProSiebenSat.1, and signals intensified cross-border ad sales across Europe to challenge rivals such as RTL AdAlliance.
MFE to build Europe‑wide streaming platform
MFE (MediaForEurope) announced it will develop a single streaming platform across its European markets following its takeover of ProSiebenSat.1. Company CEO Pier Silvio Berlusconi said at a Milan press conference that the new service will combine German technologies with the Italian‑Spanish offering Infinity; the frontend will be Italian while supporting technology will come from Germany. The rollout is slated to begin in January. MFE says the integration has already produced €160 million in synergies this year and plans to slim its digital investment portfolio while keeping the profitable online perfumery Flaconi. Localised programming will be retained rather than a single pan‑European schedule.
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