ProSiebenSat.1 Takes Multi-Platform Approach with New ‘Total Reach’ Focus

Why It Matters

By shifting focus from linear ratings to aggregated audience reach, ProSieben can attract larger, brand‑centric ad spend and better compete with global tech platforms. The strategy also unlocks cross‑border revenue opportunities through MFE’s unified advertising network.

Key Takeaways

• Total video reach averaged 61 million German users monthly
• Linear TV serves as base, supplemented by digital platforms
• MFE Advertising will offer single‑point brand access across holdings
• Shift to CPM buying, AI, and data-driven monetisation planned

Pulse Analysis

The German broadcasting market has been grappling with a steady decline in linear TV viewership, prompting operators to rethink how they measure audience value. ProSiebenSat.1’s new "total reach" metric aggregates viewership across its traditional broadcast, the Joyn streaming service, partner distribution channels, and major social platforms. By treating reach as a cross‑media audience pool rather than a single‑screen metric, the company aligns its offering with advertisers’ desire for mass‑scale branding combined with the precision of digital performance campaigns.

MFE’s acquisition of ProSieben was driven by a vision of creating a pan‑European media powerhouse capable of rivaling the advertising clout of global tech giants. The integration of MFE Advertising provides a single‑point solution for brands to launch campaigns across a portfolio that now includes ProSieben’s German assets and MFE’s Italian and other European properties. This unified sales front not only broadens the pool of international ad spend but also leverages scale to negotiate better rates and data access, positioning ProSieben as a gateway for multinational advertisers seeking cohesive, cross‑border exposure.

Operationally, ProSieben is moving toward CPM‑based buying across both linear and digital inventory, backed by investments in data, identity resolution, and AI‑driven creative workflows. These tools aim to streamline the production of multi‑platform ad assets and enhance decision‑making through real‑time audience insights. While the company has made progress on its owned channels, extending this framework to external partners—especially social networks—remains a challenge. Success will hinge on the ability to deliver consistent measurement and monetisation across disparate platforms, ultimately turning total reach into a compelling selling point for advertisers seeking both breadth and efficiency.