Observed Signal · Jun 15, 2026 · Media Ranking · Source: DWDL · Impact: 2/5 · Sentiment: Neutral
Penny Tops TV Ad Charts with Pizarro and Kohler
Penny launched a World Cup–timed TV campaign starring former footballers Claudio Pizarro and Jürgen Kohler to promote an in‑app prize draw. According to All Eyes On Screens' weekly TV ranking, Penny ran 1,500 spots in the measured week — more than half were the Kohler/Pizarro creative — generating a gross reach of 773 XRP and placing Penny first in the weekly advertiser charts. Most Penny spots ran on ProSieben, RTL and Vox. McDonald's ranked second with 2,583 spots and 652 XRP, while Volkswagen aired 1,656 spots (529 XRP) — its highest TV activity this year — featuring DFB coach Julian Nagelsmann and players. The ranking and reach figures are based on All Eyes On Screens' XRP (Exact Rating Points) metric measured in Vodafone households.
Weekly linear‑TV advertising ranking showing which brands dominated spot volume and gross reach; useful for media planning and broadcaster inventory insights but not industry‑shifting.
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Key Takeaways & Evidence Grounding
- Penny aired 1,500 TV spots in the referenced week; over half of them were the spot featuring Jürgen Kohler and Claudio Pizarro.
- Penny achieved a gross reach of 773 XRP and ranked #1 in the weekly TV advertiser charts (source: All Eyes On Screens).
- McDonald's ran 2,583 spots in the week, achieved 652 XRP and ranked #2.
- Volkswagen aired 1,656 spots, achieved 529 XRP and ranked #9; its ads featured DFB coach Julian Nagelsmann and several players.
- Most Penny spots were broadcast on ProSieben, RTL and Vox.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Penny World Cup App Campaign Features Kohler, Pizarro
German discounter Penny has launched a World Cup–themed advertising campaign created by agency Saint Elmo's to promote its in‑app sweepstake 'Glückspenny'. The campaign features former national footballers Jürgen Kohler and Claudio Pizarro as on-screen personalities and uses familiar match-day tropes — cheering, excitement and heightened crowd sound — to sell the app contest. Horizont's coverage notes the creative relies on a simple wordplay gag that is quickly decipherable. The article was published by Horizont on 2026-06-08.
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.
Viel hilft viel: McDonald's flutet die Werbeblöcke - DWDL.de
According to All Eyes On Screens data, McDonald's became the most visible brand in German TV advertising during the week of August 31 to September 6, 2026, airing a record 3,305 spots and achieving a gross reach of 956 XRP, ranking first. The fast-food chain's strategy favored smaller niche channels, including Comedy Central (11.9% of spots), Nick (8.7%), Sport1 (8.1%), and TLC (7.8%), before reaching larger broadcasters like ProSieben (7.8%). In contrast, Zalando aired 579 spots on larger channels from Ad Alliance and Seven.One Media, including RTL during DFB-Pokal coverage, achieving 474 XRP and ranking sixth. Amazon and Kaufland followed with 773 and 702 XRP, respectively, while Vinted dropped to fourth. Burger King also entered the top 25 with 842 spots, primarily on MTV, RTL, and Comedy Central.
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