The German Federal Cartel Office (Bundeskartellamt) has given the green light to the planned joint advertising sales company between RTLzwei and Warner Bros. Discovery. This clears the path for the creation of El Cartel Brothers, a venture designed to merge their TV ad marketing efforts.
The Bundeskartellamt’s decision comes after a comprehensive assessment of the deal’s potential effects on competition within Germany’s advertising sector. El Cartel Brothers is slated to begin operations in 2026, operating from Munich, and will manage the television and select digital advertising inventories of both companies. Andreas Mundt, President of the Bundeskartellamt, commented on the development, stating: “The television landscape is changing, and companies are increasingly interested in cooperation in order to hold their ground amid growing competition from international players. Although the conditions in the market have so far prevented closer links between competitors in previous cases, there are no grounds for prohibiting the cooperation project between RTLzwei and Warner Bros. Discovery under merger control rules.”
The cartel office views both RTLzwei and Warner Bros. Discovery as relatively smaller players in the expansive big-screen advertising market. This market now encompasses not just traditional television, but also advertising-supported streaming platforms like Netflix, Amazon Prime Video, Disney+, and YouTube. The authority believes this collaboration could actually boost competition within this broader market.
This strategic alliance with Warner Bros. Discovery represents a significant shift for RTLzwei. In December 2024, the cartel office rejected an attempt by RTL Group’s Ad Alliance to acquire RTLzwei’s ad sales. This created uncertainty surrounding RTLzwei’s internal sales division, El Cartel Media. This new partnership not only safeguards RTLzwei’s sales capabilities but significantly enhances them.
For Warner Bros. Discovery, this alliance serves as a strategic move before the German launch of HBO Max in 2026. The streaming service is anticipated to include an advertising-supported subscription tier, making their ad sales operations even more critical. The new company will combine teams from both El Cartel and Warner Bros. Discovery’s sales departments. Details regarding the leadership of El Cartel Brothers are yet to be revealed.