From 9 to 22 November 2026, Germany will be tuned to digital terrestrial radio. ARD's public broadcasters, Deutschlandradio, many private stations and other members of the Digitalradio Deutschland association have decided to pool their resources for the annual autumn campaign in support of DAB+. Announced on 9 October by the Digitalradio Büro Deutschland, the operation relies on a simultaneous presence on air, in the streets and on social media.
A cross-media campaign across the country
The plan combines several levers: trailers and radio spots, print and outdoor advertising, social media activity, competitions and various on-air initiatives. The aim is to reach listeners wherever they use radio every day: on the move, at home, at work and in their free time. All market players are invited to take part.
Public broadcasting is heavily involved:
- all of ARD's regional broadcasters are airing spots in their programmes;
- Deutschlandradio is using trailers to highlight the DAB+ distribution of its programmes;
- a print campaign with three visuals depicts everyday listening situations under the slogan "Der Moment gehört Dir. Mit DAB+" ("The moment is yours. With DAB+");
- the youth station DASDING is running an outdoor campaign focused on Baden-Württemberg, Hesse, Rhineland-Palatinate and Saarland, with the slogan "Liebt Euch".
The website dabplus.de acts as the central information platform, while competitions on ARD stations are meant to encourage listeners to try digital reception for themselves.
Private stations and social media join in
Many private stations are also supporting the operation by airing DAB+ spots. This public-private alliance gives the campaign wide reach and a shared look. In addition, the Digitalradio Büro and the association's members are sharing the visuals designed by ARD on the dabplus.de channels, with extra content including video formats based on the radio spots.
A competition promoted on social media will run ahead of the campaign to spark curiosity. The prizes are receivers equipped with Automatic Safety Alert (ASA), a feature that switches the device on automatically in an emergency to broadcast important safety messages. DAB+ promoters present this public-service argument as a key added value of the technology.
What it means for web radios
This campaign is a reminder that linear radio is actively defending itself against streaming and platforms. For a web radio broadcaster, several lessons stand out:
- Collective promotion works: competing stations, public and private, unite behind a single message. Web radios in the same region or music genre can borrow this logic for joint initiatives.
- Listening is multi-platform: audiences switch between devices throughout the day. Being available on apps, aggregators and smart speakers remains essential for an online-only station.
- Service matters: by highlighting automatic alerts, DAB+ is selling more than sound quality, it is selling practical usefulness. A web radio also benefits from showcasing what extra value it brings to its audience.
An image battle for radio
Beyond the technology, the German operation is above all trying to strengthen the emotional bond between listeners and their favourite station. It is a useful reminder for every radio, broadcast or online: loyalty is built as much on proximity and station identity as on the way the signal is delivered.
Source: RADIOSZENE