Germany's Summer 2026 'Ad Favourites' Study Lands, Framed by the World Cup and the Discounter Ad War
Horizont's exclusive Spikes/YouGov ranking of Germany's best-liked advertising for summer 2026 has landed, spotlighting a brand that rode World Cup momentum and the ongoing discounter advertising battle — a quarterly read on which brands actually cut through emotionally.
What the Study Measures
The 'Werbelieblinge Sommer 2026' ranking was published by Horizont on 7 September, conducted by market-research firm Spikes with YouGov. It focuses on the ads that most captivated Germans over the previous three months.
The methodology is worth understanding: Spikes' 'Excitement Points' is a monthly survey of around 4,000 respondents who score ads across eight creative dimensions — including purpose, storytelling, humour and surprise — published quarterly.
The Two Big Themes: World Cup and Discounters
Two forces dominated the summer's most-liked advertising. First, the 2026 FIFA World Cup, which reshaped brand attention and handed a big lift to whichever brands rode its momentum best. Second, the intense discounter advertising battle that has defined German retail all year.
That combination is telling. Emotional cut-through in Germany this summer came from riding a shared cultural moment (the World Cup) and from the relentless, high-frequency competition of the discounters — two very different routes to being remembered.
Why Ad-Likeability Rankings Are Useful
Likeability isn't a vanity metric. Ads that are enjoyed and emotionally engaging are more likely to be remembered and to build the brand associations that drive long-term demand. A quarterly, consistent measure lets marketers benchmark whether their creative is actually landing.
Scoring across eight creative dimensions also helps diagnose why an ad works — is it the humour, the storytelling, the purpose? — which is far more actionable than a single 'good/bad' score.
Marketing Minute's Read
Two lessons. First, big cultural moments like a World Cup are among the most reliable ways to win emotional attention — but only for brands that show up with genuinely enjoyable creative, not just a logo on the coverage.
Second, use likeability and emotional-engagement data as a real KPI, not an afterthought. Track it consistently, learn which creative dimensions drive it for your brand, and lean into those. Being liked is a leading indicator of being remembered.
Quick FAQ
What is the 'Werbelieblinge Sommer 2026' study?
It's Horizont's exclusive ranking of Germany's best-liked advertising for summer 2026, published on 7 September and conducted by market-research firm Spikes with YouGov, focusing on the ads that most captivated Germans over the previous three months.
How is it measured?
Via Spikes' 'Excitement Points' — a monthly survey of around 4,000 respondents who score ads across eight creative dimensions such as purpose, storytelling, humour and surprise, published quarterly.
What themes dominated summer 2026?
Two forces stood out: the 2026 FIFA World Cup, which reshaped brand attention, and the ongoing, intense discounter advertising battle in German retail.
Likeability isn't a vanity metric — ads people enjoy are the ones they remember, and memory is what drives long-term demand. This summer's lesson is clear: big cultural moments like a World Cup win attention, but only for brands that turn up with genuinely enjoyable creative, not just a logo on the broadcast. — Daniel Nikolla, Founder of Merx Marketing
The takeaway: treat ad-likeability and emotional engagement as a real KPI — track it consistently, learn which creative dimensions drive it for your brand, and use big cultural moments only when you show up with genuinely enjoyable work.
Do you trust 'most-liked ad' rankings as a measure of effectiveness — or is being liked not the same as selling?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Horizont; YouGov; gabot.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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