The coverage of the 2025 federal election by ZDF has reached remarkable heights, connecting with over 40 million viewers and ensuring the majority of eligible voters across Germany were informed during the electoral process.
On election day, February 23, 2025, ZDF's comprehensive reporting achieved significant viewer engagement. The national broadcaster reported reaching 40.69 million viewers, equipping over 60 percent of the population aged 18 and above with insights from their election programming, both through traditional TV broadcasts and online platforms.
ZDF's various formats, including live discussions and impactful documentaries on the topics surrounding the election campaign, have shown to be immensely popular. Dr. Norbert Himmler, ZDF's Director General, expressed pride in their achievement, noting, "Das ZDF hat die Mehrzahl der Menschen in Deutschland mit den Informationssendungen und Diskussionsrunden zur Bundestagswahl erreicht. Besonders freut es uns, dass die jüngere Zielgruppe unsere linearen und digitalen Angebote zur Wahl stärker genutzt hat als früher." The emphasis on attracting younger audiences was notable, with programs such as "Klartext" seeing increased utilization, especially from viewers within the 14 to 49 age bracket.
The ZDF audience surged during key live events throughout the day. Starting at 5 PM, the live coverage attracted over 3 million viewers, culminating with 4.70 million tuning in for the 7 PM news segment, "heute," contributing to ZDF's significant market share across various programs. For example, the "Berliner Runde" attracted 4.02 million viewers, whereas "heute journal" achieved 4.14 million by 9:45 PM, translating to market shares of 13.4 and 17.8 percent, respectively.
Poll discussions were also well-received this election season, considering the lively engagement viewers demonstrated compared to previous years. By February 9, 2025, more than 12.91 million viewers watched the TV duel between Olaf Scholz and Friedrich Merz, marking substantial interest distinct from the "TV-Triell" of three and half years prior.
Bettina Schausten, ZDF's News Editor-in-Chief, elaborated on the channel's commitment to facilitating informed political discourse. She stated, "Wir konnten im TV und im Netz einen wichtigen Beitrag zu einer faktenbasierten politischen Diskussion leisten," emphasizing the necessity of such programming to allow voters to make well-informed decisions amid shifting political landscapes.
Statistics indicate there was also remarkable growth online, as ZDFmediathek recorded 21.44 million visits on election day—a 143 percent increase from the 2021 election. The online offerings considerably enhanced the accessibility of election coverage. Engagement with video content surrounding election shows led to over 16.98 million views for the ZDF election broadcasts, showcasing the appetite for quality political reporting.
The attention drawn by the various documentaries exploring key candidates, such as "Kanzler und Herausforderer – Scholz und Merz im Wahlkampf," reaffirmed public interest, reaching millions as well. Alice Weidel's profile attracted 2.21 million viewers, underscoring the importance of detailed character explorations during the campaign.
Christian Küchen, from the en2x economic association, noted the newly established clarity achieved through the election, echoing broader sentiments from industry leaders concerning the political climate. He remarked, "Die Bundestagswahl hat Klarheit geschaffen. Die Erwartungen der en2x-Mitgliedsunternehmen sind zügige Koalitionsverhandlungen und wichtige Weichenstellungen in der Wirtschafts- und Energiepolitik," advocating for swift coalitions and clear policy direction to restore confidence across industries.
Overall, ZDF's coverage of the 2025 federal election has not only reached historic viewer numbers but also signified the deep engagement of the public with political content, both on television and through digital platforms. This election marked not just increased viewership, but also the relevance of media's role during pivotal democratic moments, ensuring citizens remain informed and empowered.