Observed Signal · Jul 1, 2026 · Interview · Source: Horizont · Impact: 1/5 · Sentiment: Positive
Screenforce Chief Urges Advertisers to Rethink TV
In a HORIZONT interview published July 1, 2026, Screenforce managing director Malte Hildebrandt says television remains strong on proven effectiveness, reach and brand-building, but advertising budgets are increasingly shifting to other channels. Hildebrandt argues the main challenge is changing advertisers’ mindset — that solid evidence alone often isn’t enough to stop budget migration. The interview, conducted by Katrin Ansorge, frames Screenforce as a trade/genre initiative advocating for TV within modern media planning debates.
Sector interview/opinion piece highlighting TV's strengths and a call to change advertiser mindset; contains limited new, actionable industry data.
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Key Takeaways & Evidence Grounding
- Malte Hildebrandt has been Managing Director (Geschäftsführer) of the industry initiative Screenforce since January 2021.
- The interview was published on HORIZONT and written by Katrin Ansorge on 2026-07-01.
- Screenforce states TV has reliable effectiveness evidence, high reach and a strong role in brand building.
- Screenforce warns that advertising budgets are increasingly flowing into other channels and identifies advertiser mindset change as the core challenge.
Connected Companies & Entities
3 Entities mapped“Malte Hildebrandt ist seit Januar 2021 Geschäftsführer der Gattungsinitiative Screenforce...”
“Interview by Katrin Ansorge published on HORIZONT (title and author metadata appear on the page)...”
“© dfv Mediengruppe appears in the page footer as the publisher group...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Screenforce Day: Call for Creative Courage in TV
At the Screenforce Day industry conference in Zurich on 28 May 2026, Swiss advertising figures and media owners discussed the continuing importance of TV in the media mix and the future role of Connected TV. Jean-Remy von Matt opened with a keynote urging creative risk-taking. The Screenforce study “Why TV stays: Insights from media planning” was presented, and speakers including Gerhard Louw (Lindt & Sprüngli) highlighted stronger attention on large screens. Alexander Preuss (Bynd/Omnicom Media) presented marketing-mix-modeling evidence that TV investments deliver the largest sales contribution. A panel debated whether CTV is revolutionary or overhyped. SRF and CH Media closed with a talk on shared TV moments; surprise guests included singer Stefanie Heinzmann and SRF sport moderator Jeff Baltermia. The event hosted about 350 guests and was moderated by Wolfram Kons.
Study: TV Advertising Still Relevant in Media Mix
Screenforce Schweiz published a 2026 qualitative study, conducted by the Institute for Communication and Marketing (IKM) at the Lucerne University of Applied Sciences, finding that TV continues to play a central role in the Swiss media mix and influences the entire sales funnel—from awareness to sales activation. The research used focus groups with strategic media planners who worked from a realistic campaign brief to explain planning decisions for video campaigns. Respondents warned against evaluating TV solely on short-term performance KPIs, noting that common attribution models often undercount long-term brand effects. A key challenge identified is the lack of cross-channel measurement standards for classic TV, Connected TV and digital video. Planners expect artificial intelligence to assist analysis and planning, but see strategic budget-allocation and media-buying decisions remaining with humans. The study was presented at the Swiss Screenforce Day; the full report and whitepaper are available from Screenforce Schweiz.
Screenforce Festival 2026: TV's Future Moves Beyond the Stage
A commentary by Katrin Ansorge on the Screenforce Festival 2026 (published July 5, 2026) notes that the event delivered large-scale production, big names and strong emotions while celebrating the strengths of television. The piece argues that whether the TV category ultimately wins with advertisers will be decided off-stage—in media plans and buying decisions—rather than by the festival spectacle itself. The article was published on Horizont (dfv Mediengruppe) and references wider coverage of the festival and related industry discussions.
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