RTL AdAlliance

RTL AdAlliance markets BBC News channel and BBC.com in Germany*

Advertisers in Germany can now access the wealth of commercial opportunities to reach audiences on the BBC News channel – available in 450 million households worldwide – and the digital news platform BBC.com through RTL AdAlliance.

As a total media news platform the BBC can offer fully integrated advertising concepts for brands – including classic TV/digital/audio campaigns, editorial sponsorships, and branded content for single or multimarket. Additional programmatic solutions give advertisers access to preferred and guaranteed deals to reach high-quality environments and enable contextual targeting.

To talk about the brand, its audience and what the BBC has in store for 2024, Claudia Scheil, RTL AdAlliance’s Director Sales Germany, caught up with Sara Damak, Regional Director Europe & Central Asia BBC Studios.

How would you describe the BBC in two sentences?

The BBC’s mission is to inform, educate and entertain its audiences and is a broadcaster renowned for its global reach and commitment to providing informative, impartial, and high-quality news and entertainment content. We play a pivotal role in shaping the global media landscape with diverse programming spanning television, radio and digital platforms.

What solutions can BBC News offer to brands that other media can`t? What is your USP?

The BBC is the world’s most trusted international news broadcaster and our news content, in English and more than 40 other languages, reaches a large, highly engaged audience of over 411 million people around the world each week. As a premium platform, offering best-in-class advertising solutions and brand safety, the values that our audiences turn to us for provide a halo effect on the brands who choose to work with us.

What is one of the biggest challenges for the BBC today?

Audiences have endured a decade of fake news and disinformation. They are increasingly sceptical of media, and their trust is increasingly difficult to earn. We need to ensure we are adapting our content to keep – and build – the trust of our audiences. We do this by doubling down on our commitment to quality and impartiality – for example through the recent launch of BBC Verify, a highly specialised team of journalists, with access to a range of forensic and Open Source Intelligence (OSINT) capabilities to address the growing threat of disinformation and build trust with audiences by transparently showing how they know the information they are reporting.

Can you tell us more about your audience?

BBC News attracts a diverse audience of internationally minded individuals from all across the globe. They like to keep up to date with what’s happening in the world, are open minded and are keen to get our perspective on global issues or events. Our audience has a strong affinity for being international travellers, business leaders and are highly influential. Our platforms attract a range of audiences from the culturally curious, to sports fanatics to sustainability engaged and come from a range of demographic segments such as Gen Z to boomers.

What are your big projects for 2024? What’s on your to-do list?

We have some exciting projects coming up in 2024, starting with the launch of our all-new BBC.com website and app. The new digital destinations are designed to make it easier for global audiences outside of the UK to discover and navigate the best of the BBC’s global journalism and storytelling. There are several enhancements that make it easier for brands to connect with the BBC’s audience, unlocking new partnership capabilities and opportunities for marketers.

It will be a busy year with events too, with the Olympics Paris 24, Euro 24 in Germany, COP 29 happening in Baku in November and various elections around the world. The BBC will be covering all these events, impartially and with its unique global perspective.