Observed Signal · May 18, 2026 · Media Ranking · Source: DWDL · Impact: 2/5 · Sentiment: Neutral
Rewe Tops TV Ad Charts as Amazon Cuts Spend
All Eyes On Screens' weekly TV-ad ranking shows Amazon’s recent reduction in TV ad activity dropped it from the top after five consecutive weeks. Rewe moved to first place with 637 XRP and Kaufland to second with 569 XRP. Carglass achieved third place after running 1,062 spots for 529 XRP. Wirkaufendeinauto’s campaign featuring Ralf Schumacher aired in 891 spots (338 XRP) and had an estimated gross ad value of about €1.6 million for the week. The ranking is based on summed gross reach (XRP) across Vodafone-measured German households and counts every individual airing (brutto reach).
Weekly TV-ad ranking shows a notable shift in advertiser TV spend (Amazon down, supermarkets up) and provides measurement data (XRP) relevant to media buyers, broadcasters and campaign strategists, but it is not industry-shifting.
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Key Takeaways & Evidence Grounding
- Amazon reduced its TV ad activity to 778 spots last week, delivering 345 XRP and placing 22nd in the All Eyes On Screens ranking.
- Rewe reached #1 in the weekly TV-ad ranking with 637 XRP.
- Kaufland placed #2 with 569 XRP and ran slightly more spots than Rewe.
- Carglass ran 1,062 TV spots, generating 529 XRP and achieving #3 in the ranking.
- Wirkaufendeinauto's campaign featuring Ralf Schumacher aired 891 spots (338 XRP) with a gross ad value of ~€1.6 million that week.
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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.
Amazon Dominates German TV Ad Spots
A DWDL report (data from All Eyes On Screens) shows Amazon was the most visible advertiser on German TV in the week ending 17 August 2026. Amazon ran 2,022 TV spots and achieved a gross reach of 811 XRP, with many placements on large free-TV channels (Kabel Eins, ProSieben, RTL) and 7.0% of its spots airing on the Pay-TV channel Sky Sport News. Sky reached second place with a gross reach of 530 XRP and more than 7,500 spots (mostly on its own channels). McDonald's ran about 2,081 spots (521 XRP) and placed third, while Dr. Oetker reached 510 XRP from 890 spots. The ranking is based on All Eyes On Screens’ XRP (Exact Rating Points) measurement of Vodafone households.
Vinted Surges to Top of German TV Ad Charts
According to All Eyes on Screens data, Vinted became the most-seen brand in German TV advertising during the week of September 7-13, 2026. The company aired over 4,700 spots, achieving a gross reach of over 1,000 XRP, surpassing McDonald's (836 XRP) for the top position. Most spots ran on niche channels like N24 Doku, Deluxe Music, and Warner TV Comedy, while RTL contributed a significant share of reach despite fewer spots. Vinted's estimated gross TV ad spend for the week was about 7 million euros. Other notable advertisers include Jochen Schweizer (ProSiebenSat.1 subsidiary) with 299 XRP, Verivox with 2,570 spots across various channels, and August Storck for its Merci brand. The data measures second-exact reach in Vodafone households.
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