Observed Signal · Sep 30, 2026 · Market Signal · Source: Kicker · Impact: 2/5
Podcast-Powerplay: kicker und Eishockey NEWS holen Moritz Seider und Tim Stützle ans Mikrofon
Exklusiver Podcast mit zwei deutschen NHL-Stars: kicker und Eishockey NEWS starten einen Podcast mit Moritz Seider und Tim Stützle.
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Kerner's 'Kerners 11' and 'Ball in Sicht' launch for World Cup
German broadcasters and publishers have launched multiple World Cup–related podcasts and introduced new audio advertising inventory. Telekom/MagentaTV started the daily podcast "Kerners 11" with Johannes B. Kerner presenting eleven questions per episode through July 19; Tom Kaulitz appears as inaugural guest. Open Minds Media launched a video-podcast "Ball in Sicht" hosted by Klaus Brinkbäumer and Rüdiger Barth, planned for at least twelve episodes and marketed by Seven.One Audio. Stern Investigativ released a seven-part podcast "Der Untergang der Sea Story" exclusive first to Stern+ and RTL+ with staggered wider distribution. Jagoda Mirinić launched "Marinićs Freiheit" in an ARD/HR/SWR/WDR/Radio Bremen collaboration. A YouGov study cited strong ad receptivity among German podcast listeners, and WDR Mediagroup will offer a new "Single Spot" ad placement on WDR 2 starting July 20.
How kicker Integrates Editorial Standards and Brand Partnerships
In a podcast interview with turi2, kicker's Sales Director Lukas Ringer and Editorial Director Tobias Goldbrunner discussed how the sports publisher successfully balances journalistic integrity with advertising. Rather than implementing quick, low-value ad integrations, kicker prioritizes high-quality branded content that delivers real value to readers. Despite the early exit of the German national team during the World Cup, kicker generated over 3 billion pageviews by offering deep, analytical coverage. Ringer emphasized that local and regional league results provide highly targeted, valuable audiences for advertisers, and expressed confidence in their monetization strategy despite broader industry concerns about shrinking advertising budgets.
ARD Opens Bundesliga Audio Streams to External Partners
ARD will make its live audio reports from Bundesliga stadiums available on external media partner platforms starting with the 2026/27 season. Until now the Sportschau live commentaries were limited to ARD channels such as ARD Sounds and Sportschau.de. The expansion allows selected external publishers — named in the report as kicker, RND and Bundesliga — to carry the live audiostreams. The change broadens distribution of ARD's football audio content across third-party sites and apps. The report was published by Horizont on 2026-08-25 (author: David Hein).
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