Leading German broadcaster ProSiebenSat.1 has deployed technology that enables the same commercials to run simultaneously on its channels.
Deployed by ProSieben’s advertising sales subsidiary Seven.One Media, the ALL21 Roadblocking format means advertisers can reach viewers watching on ProSieben, SAT.1, Kabel Eins, sixx, SAT.1 GOLD, Kabel Eins Doku, and ProSieben MAXX.
The premiere of the ALL21 Roadblocking advertising format was secured by the retail group REWE in cooperation with the media agency PION3ER0S. It ran on 6 August 2026.
The format gives advertisers access to the combined reach of the broadcaster’s seven channels during prime time. Each ALL21 Roadblocking break runs for 60 seconds and features a maximum of three advertising spots.
ALL21 Roadblocking will now be used regularly on Thursdays on the ProSieben stations at 9pm.
The move comes as traditional broadcasters look to make their commercial offer more attractive to advertisers in a bid to compete with the ad-tier offers of streaming platforms.
Seven.One Media said the format has already been introduced in Italy and Spain, where ProSieben’s parent company MediaForEurope owns Mediaset Italia and Mediaset España respectively.
Markus Messerer, Managing Director and Chief Operating Officer at Seven.One Media, said: "ALL21 Roadblocking combines the greatest strengths of our marketing offering: Maximum reach across all our broadcasters, a high environment quality for primetime and the particularly high effect of attention-grabbing exclusive placements."
ProSiebenSat.1 Media SE recently revealed it is selling its North American content creator business, named Studio71 US, to creator representation company Fixated. Discover more here.
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