A. Guttmann
Research Lead covering media
TV advertising in Germany - statistics & facts
Television is a definitive leader in the German advertising market. In 2024, it reigned over 49 percent of the ad market value, some 33 percentage points more than the second largest medium – newspapers. It is a situation unlike in other mature ad markets where TV has long been dethroned by internet advertising and had its market share reduced to low two-digit values. So far, German advertisers have relied heavily on TV and seemed unwilling to reallocate ad budgets to digital media.
