TV Trend 2025: TV Channels and Offers from the Viewer's Perspective (ARD MEDIA)

Summary

• Das Erste is the favourite channel with 46% of mentions among viewers who watch TV at least one day a week.p.4
• Das Erste is rated as offering the highest programme quality with 23%.p.5
• 82% of viewers confirm that brands benefit in image terms from a placement shortly before the Tagesschau.p.10
• Das Erste is rated leading for information, credibility and speed of news.p.6
• Advertising is perceived more positively in Das Erste, with short ad blocks that integrate well into the programme.p.2

Key insights

1. Das Erste has the highest programme quality in the view of viewers.p.5
2. The Tagesschau placement question was asked of 2,068 viewers who watch the 8 pm Tagesschau at least occasionally.p.10
3. Das Erste is rated best for news, business magazines, crime series and sports coverage.p.7
4. Das Erste is regarded as most competent for football, handball and winter sports.p.8
5. Das Erste is credited with the best integration of advertising into the overall programme.p.9