Observed Signal · May 26, 2026 · Measurement Report · Source: DWDL · Impact: 1/5 · Sentiment: Neutral
Netto's Campaign Push Lands #2 in TV Rankings
All Eyes On Screens' TV advertising ranking for the week of May 18–24, 2026 shows grocery retailers dominating German TV ad activity. Kaufland reclaimed first place with a gross reach of 634.63 XRP (measured in Vodafone households). Edeka-discount Netto rose to second place with 596.64 XRP after airing more than 900 spots for a new campaign featuring Hape Kerkeling and Andi Obst. Netto concentrated most of its TV weight on RTL-family channels sold by the Ad Alliance, while Kaufland spread its buys across a broader set of channels (including pay-TV and Warner Bros. Discovery inventory) with DMAX the most-used channel. Penny placed ninth. The article was published on DWDL.de by Uwe Mantel on 2026-05-26.
Weekly TV ad rankings are sector‑specific measurement results that inform media planning and competitive activity but do not indicate broader industry shifts.
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Key Takeaways & Evidence Grounding
- Kaufland ranked #1 in All Eyes On Screens' TV advertiser ranking for May 18–24, 2026 with 634.63 XRP in Vodafone households.
- Netto rose to #2 with a gross reach of 596.64 XRP after running over 900 TV spots tied to a campaign featuring Hape Kerkeling and Andi Obst.
- All Eyes On Screens (AEOS) computes rankings using summed gross reach (XRP) across measured Vodafone households.
- Netto obtained over two‑thirds of its gross reach on RTL‑family channels marketed by the Ad Alliance; Kaufland spread spots more broadly (including pay‑TV and Warner Bros. Discovery), with DMAX as its most‑booked channel.
- Penny (REWE group) ranked #9 in the same weekly ranking.
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Kerkeling's Netto Ads Push Brand to No.2
Netto rose to second place in last week's German TV advertising charts after a renewed campaign starring entertainer Hape Kerkeling. One spot ran over 600 times; Netto ran roughly 1,000 TV spots in the week, generating 640 XRP (Exact Rating Points) and a gross ad volume of about €1.9 million according to All Eyes On Screens. Ferrero's Kinder led the chart with 1,298 XRP. Netto's week was its most TV-intensive of the year, with peaks above 250 spots per day; most airings were on Vox and RTL, while 13th Street accounted for about 10.9% of Netto's spots. The article was published on DWDL.de on 2026-07-13.
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%).
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.
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