Talking trusted media

This year’s report is more than a snapshot of media trends – it represents a legacy of over 32 years, and is a strategic resource for advertisers, agencies, and media professionals seeking to make informed decisions in an increasingly opaque environment. With misinformation and deepfakes on the rise, and 93 per cent of social media videos now synthetically generated, the need for reliable data, and trusted media partners has never been more urgent. That is why we created this edition around the topic of trust, whether in media partners, or the insights presented.

Insights that can be trusted are a key pillar of our approach. Through our annual studies and bespoke workshops, we offer deep dives into consumer behaviour, media impact, and competitive dynamics. Whether it is TV attribution, brand lift, creative checks, or cross-platform reach and frequency, our research is designed to answer the questions that matter most to advertisers.

In this edition, our contributors share their insights into the evolving media landscape. Glance reveals that daily TV viewing remains above three hours in Europe. Digital i shows that legacy TV programmes continuously outperform originals on streaming platforms. Stagwell proves that no news content – not even sensitive stories – are harmful for brand metrics. ADMTV found that the ROI remains highest for TV compared with all media. Furthermore, Thinkbox highlights how important context is for ad recall, and Ipsos discusses the sensitivities around Nation Brands. We also focus on emerging areas such as CTV, and attention metrics, helping brands understand not just where their ads appear, but how they perform. Another strength lies in our local expertise, complemented by media brands and advertising partners who understand the nuances of their markets as well as we do. Be it entertainment, lifestyle, sport, or special ad formats, our network offers dedicated media solutions that align with global strategy, but are tailored specifically to local markets. This is highlighted in the second section of the book, where you will find deep dives into different European markets

At RTL AdAlliance, we see today’s challenges not as obstacles, but as starting points for innovation, collaboration, and simplicity. In a globalised economy, no player can act alone. Looking at the data here, WPP shows the dominance that purely digital players have gained in ad spend – they currently account for 76.4 per cent of the global total. For legacy brands to compete, and remain trustworthy alternatives, alliances and collaborations are key.

Building alliances – between media companies, between advertisers and publishers, and across markets – has become a necessity, and part of our DNA. Only by joining forces can we create powerful and credible alternatives to the dominance of global platforms, and ensure that advertisers retain choice, quality, and transparency. 

We walk our talk on collaboration and consolidation. Just this past year, RTL AdAlliance has forged new alliances with france.tv and ORF in Austria, while RTL is acquiring Sky in Germany. But we are also seeing the trend reflected in our competition: MediaForEurope (Mediaset) has taken a 75 per cent stake in ProSiebenSat.1.

As the international advertising sales house of RTL Group, and part of Bertelsmann, we have long advocated for alliances, and collaboration. We also maintain a strong European presence while staying connected to worldwide conversations. We combine a global vision with local expertise. Our mission is to simplify complexity, and deliver clarity – connecting global brands to European audiences through premium video content that is trusted, verified, and impactful.

But trust also extends beyond content. Advertisers need transparency in measurement, simplicity in execution, and consistency in delivery. That is why we built the AdManager by RTL AdAlliance, our self-service platform that streamlines media buying across Europe. Integrated with our ad server, smartx, it automates the entire journey – from deal selection, to invoicing – offering advanced targeting and real-time reporting.

In this sense, simplification is not just a promise, but a concrete reality that makes advertising smarter and more efficient. 

We understand the operational hurdles that come with cross-border campaigns. Europe is a mosaic of markets – each with its own currencies, languages, KPIs, and buying platforms – and our strength lies in our ability to unite them. With leading positions in countries including the UK, France, Germany, Italy, and the Nordics, and more than 80 per cent monthly reach in the European markets, we offer advertisers a unified gateway to Europe’s most influential audiences.

As we look ahead, we remain focused on what matters most – helping advertisers navigate complexity with confidence. In an era where every click and headline carries the risk of misinformation, we offer a media environment that is brand-safe, regulated, data-driven and content-centric.

We are the European media leader – local and global, trusted by people, and supported by brands. The Total Video Key Facts report is our contribution to this journey. It brings together research, articles, and interviews from across more than 30 countries, offering a comprehensive view of the media and advertising landscape. It is both a legacy and a living resource – designed to inform, inspire, and empower. 

Choose verified data. Choose meaningful stories. Choose alliances that make the difference. Choose RTL AdAlliance.