Observed Signal · Oct 16, 2026 · Market Report · Source: Horizont · Impact: 2/5 · Sentiment: Positive
TV advertising growth lifts German ad market in September
In September 2026, the German advertising market saw a return to growth, driven primarily by TV advertising, according to Nielsen data. After a period of weakness, TV advertising rebounded, contributing to an overall increase in advertising pressure. Total advertising spending for TV and cinema spots, print ads, outdoor advertising, and radio commercials reached nearly 3.4 billion euros in September. Nielsen had previously revised August's growth rate upward from 0.9% to 1.6%. This positive trend suggests a potential recovery for the German ad market after several months of decline, particularly in TV.
Positive trend for German ad market after a period of decline, indicating TV advertising recovery. Relevant for media planning and investment decisions.
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Key Takeaways & Evidence Grounding
- German advertising market grew in September 2026, driven by TV advertising.
- Nielsen reported an increase in advertising pressure for September 2026.
- Total ad spending for TV/cinema, print, OOH, and radio reached nearly 3.4 billion euros in September.
- Nielsen revised August 2026 ad growth upward from 0.9% to 1.6%.
- TV advertising rebounded after a period of weakness.
Connected Companies & Entities
1 Entity mapped“Reported an increase in advertising pressure for September.”
Ontology Mapping & Concepts
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German Ad Market: TV Declines, Online and OOH Grow
According to Nielsen data for January to August 2026, the German advertising market grew slightly by 1.6%, driven by online marketers (+16.9%) and out-of-home (+5.8%), while linear TV declined 2.3% year-on-year. In August, TV gross revenue fell 4.9% to €977 million, marking the second month below €1 billion. Print and radio also declined: newspapers -0.7%, magazines -4.1%, radio -1.0%. Overall market reached €2.39 billion in August, up 0.9% from the prior year.
German Gross Ad Spend in May: TV Up, Print Collapses
Germany's gross advertising expenditures in May 2026 totaled €3.03 billion (gross), according to data cited from Nielsen and reported by Horizont. Linear TV spot volume rose noticeably in May, driven in part by early World Cup-related campaign activity, while demand for print advertising weakened sharply. The article, written by Marco Saal and published on 2026-06-17, frames the month as a rebound for TV and a continued deterioration for the print market, shifting the media mix toward broadcast video formats.
TV Up in May; Radio and Newspapers Decline
Nielsen’s latest gross advertising figures show the total German ad market reached €3.03 billion in May 2026, a 2.8% increase year‑on‑year, driven mainly by TV. Television ad revenues rose 4.5% to €1.39 billion, making TV the strongest performer and narrowing its year‑to‑date loss to 0.2% versus 2025. Newspapers and radio suffered: newspapers fell 7.8% in May and are down 3.2% year‑to‑date, while radio dropped 6.1% in May and is down 3.5% year‑to‑date. Outdoor and online publishers grew in May by 7.5% and 12.8% respectively. Cinema revenue, though small at €12.5 million in May, surged about 140% compared with May 2025. Among TV sales houses, Ad Alliance posted +9.3% in May while Seven.One Media recorded −2.2%. Nielsen figures are based on list prices and exclude discounts and barter.
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