The Big Screen Still Delivers
by Eric Vissers
Last year, we analysed how seven brands used Q5’s unique opportunity. This year, six new advertisers entered the same waters — and the results confirm what we’ve been saying: linear TV, when used strategically, remains one of the most effective tools for building brand awareness.
The Q5 Advantage: Why It Works
Q5 refers to the unofficial “fifth quarter” — the period between Christmas and late January when two forces come together:
High audience availability. Dark evenings, post-holiday downtime, and peak couch-time create some of the year’s highest linear TV viewership. Germany’s living rooms are full.
Lower media costs. Most brands have spent their Q4 budgets, so inventory supply is high while demand is low. CPMs drop. Reach becomes remarkably affordable.
This year’s group spent a combined €5.4 million gross on linear TV in Germany during Q5 2025/26. The question: did audiences respond?
What We Measured
Using Google Trends as an indicator for brand interest, we tracked daily search volumes from November through January — capturing both the pre-campaign baseline and the Q5 campaign period. The logic is simple: if TV advertising creates curiosity, search volume should rise.
A note on limitations: Search data captures interest, not purchases. It’s one signal among many. For a complete picture, post-purchase surveys and attribution modelling are essential. But as a directional indicator of whether TV created awareness, search trends remain valuable — and publicly available.
The financial figures represent gross media investments on linear TV in Germany only obtained from Advision.
The Results: Three Response Patterns
As with last year’s analysis, we observed clear patterns in how different categories responded to TV exposure.
🚀 Strong Responders
Ready-Made Meals (Food Tech)
- Investment: ~€350k gross
- Search Uplift: +536%
The best performer. This brand entered Q5 with very low baseline awareness (search index averaging just 6) and reached a peak index of 100. The combination of a clear product message, strong creative, and perfect timing — New Year’s resolution season — created an exceptional search response.
Takeaway: For categories that speak to “fresh start” motivations (health, convenience, self-improvement), Q5’s timing strengthens TV’s impact significantly.
Meal Replacement Shakes (Diet & Nutrition)
- Investment: ~€815k gross
- Search Uplift: +125%
Another health-related category that benefited from January’s resolution mindset. Search interest more than doubled, with visible connection between higher spend days (weekends) and search spikes.
Activewear (Fashion)
- Investment: ~€1.07M gross
- Search Uplift: +106%
A well-known international brand testing German linear TV. Despite already having a strong digital presence, TV drove significant additional search — proof that even established D2C players can unlock new demand through broadcast.
📈 Solid Responders
Fitness App (Health & Wellness)
- Investment: ~€2.17M gross
- Search Uplift: +56%
The largest spender in our group, with a campaign running from late December through January. The smaller percentage uplift reflects an already high baseline — this brand already had awareness. Still, a 56% lift on a high base represents significant additional volume.
Takeaway: For brands with existing search presence, TV’s role shifts from “discovery” to “reinforcement.” The percentage uplift may look smaller, but the absolute reach adds to existing brand strength.
Natural Cosmetics (Health and Beauty)
- Investment: ~€520k gross
- Search Uplift: +42%
Consistent response throughout the campaign, with a clear jump visible from launch. The brand maintained higher search levels throughout January, suggesting lasting awareness rather than a short-term spike.
⚠️ The Cautionary Example
Health Supplements (Nutrition)
- Investment: ~€520k gross
- Search Uplift: +3%
Despite spending nearly the same as the natural cosmetics brand, this advertiser saw almost no additional search response. Why?
The data suggests a saturation effect. This brand entered Q5 with the highest baseline of the group (search index averaging 62). There was little room for growth — the audience already knew the brand.
Takeaway: TV is most efficient at filling awareness gaps. For brands that already have high awareness, the focus should shift to more conversion-focused messaging and maintaining frequency.
The Bigger Picture: Big Screen, Big Impact
After a year of this research, a clear pattern challenges the “TV is dead” narrative:
Category | Investment | Search Uplift |
Ready-Made Meals | €352k | +536% |
Meal Replacement | €815k | +125% |
Activewear | €1.07M | +106% |
Fitness App | €2.17M | +56% |
Natural Cosmetics | €520k | +42% |
Supplements | €520k | +3% |
Five of six brands saw meaningful uplifts. The one exception confirms the rule: TV struggles only when there’s no awareness gap to fill.
For brands still questioning whether linear TV belongs in their media mix, Q5 offers a low-risk testing opportunity. The costs are favourable, the audiences are available, and – as this data shows – the search response is measurable within days.
Looking Ahead: Q5 2026/27
For brands considering next year’s Q5, our recommendations remain:
- Know your baseline. Already have high awareness? Focus on conversion. Low awareness? TV can be transformative.
- Match the moment. Health, fitness, self-improvement, and “fresh start” categories have natural advantages in January.
- Expect different response speeds. Food and wellness see immediate spikes. Complex or niche categories may need longer to build understanding.
- Plan measurement from the start. Search trends are a starting point. Add post-purchase surveys, brand tracking, and attribution for the full picture.
Conclusion: The Screen Isn't Shrinking
The living room remains the most powerful stage for brand storytelling. What’s changed is not TV’s effectiveness, but the skill required to use it well.
Q5 2025/26 proved, once again, that linear TV; when timed right, targeted right, and measured right — delivers awareness at scale. Six brands. €5.4 million invested. Five success stories. Their TV journeys continue.
The big screen isn’t dead. It’s just waiting for the right brands to show up.
