Observed Signal · Sep 23, 2026 · Market Signal · Source: DWDL.de · Impact: 2/5
TV-Vermarkter auf der dmexco: 'Wir werden Businessresultate verkaufen und nicht nur Kontakte'
Auf der dmexco in Köln machten die deutschen TV-Vermarkter deutlich, wie sie versuchen, Reichweite und Daten zusammenzubringen, um einen Ausweg aus der TV-Werbekrise zu finden.
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Real Innovation in TV Entertainment Has Become Rare
In an interview, German Television Award jury member and DWDL.de editor Alexander Krei discusses trends in non-fictional television entertainment. He notes that rising budget pressures across broadcasting houses have made genuine innovation rare, particularly on major show stages. However, exceptions exist, such as Sat.1's reality format 'Villa der Versuchung' and public broadcasting's 'Die Werwölfe'. Krei also observes a shift in comedy, where establishing new TV formats has become increasingly difficult due to competition from niche platforms like TikTok, prompting a strategic focus on evolving existing established brands like 'TV total' and 'Die Anstalt'.
ZDF Leads German TV Freshness Index; Sat.1 Closes on RTL
Following a repeat-heavy July, German linear TV broadcasters increased their volume of first-run programming and free-to-air premieres in August 2026. Public broadcaster ZDF led the 'Freshness Index' (measuring original programming between 8:15 PM and midnight) with an 80% freshness share, followed by fellow public broadcaster Das Erste at 69%. Among commercial networks, RTL recorded the highest freshness rate at 57%, though Sat.1 followed closely at 53%. ProSieben achieved the largest monthly gains, increasing its fresh programming share by 27 percentage points to reach 43%. Conversely, second-generation private channels, including Kabel Eins, RTLzwei, and Vox, remained passive, continuing to rely on repeat broadcasts for approximately 80% of their primetime evening schedules.
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