The German advertising calendar has a quirk that regularly surprises brands from other countries: summer holidays run at different times depending on the federal state. There is no single summer break, there are six weeks of migrating demand.

The windows that matter

  • January, winter sales. High volume, low prices, pressure on conversion.
  • February to April, spring and Easter. Garden, DIY, food.
  • May to July, migrating holidays. Travel, sport, outdoor, in waves by state.
  • August and September, back to school. Also staggered, and strong in household and electronics.
  • October, preparation. The cheapest month for production.
  • November, Black Friday. The absolute peak of ad costs in Germany.
  • December, Christmas. Gifts and food, with a hard stop around the 20th.

How far ahead to book

Four to six weeks before going live, eight for November and December. Filming does not take long, approval does.

The two underrated windows

January after the sales. Competitors pull budget back, ad costs fall, the same creative suddenly performs better.

The run up to Black Friday. Not the week itself, but the three or four weeks before, when prices are not yet high and purchase intent is already forming.

The practical advice

Film seasonal content out of season. A Christmas video in October costs less and the creator has slots free. Book in November and you pay a premium for second choice.

Keep reading

Book creators for your season →

Frequently asked questions

How far ahead should I book?

Four to six weeks, eight before Black Friday.

Why are the summer holidays special?

They are staggered by state, so demand migrates.

Which window is underrated?

January after the sales.

When is production cheapest?

October and the off season.