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week 22 / 28 May 2014
PEOPLE LOVE
TELEVISION All about the 11th TV Effectiveness Day
United Kingdom France Luxembourg Star-studded Media for equity: Enex expands live shows Groupe M6 and Fami Hero in Africa join forces week 22 / 28 May 2014
PEOPLE LOVE
TELEVISION All about the 11th TV Effectiveness Day
United Kingdom France Luxembourg Star-studded Media for equity: Enex expands live shows Groupe M6 and Fami Hero in Africa join forces
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Publisher RTL Group 45, Bd Pierre Frieden L-1543 Luxembourg
Editor, Design, Production RTL Group Corporate Communications & Marketing
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Star-studded live shows FremantleMedia UK p.8
Media for equity: Groupe M6 and Fami Hero join forces Groupe M6 p.9 “A golden age” Wirkstoff TV p.4–7 Enex expands in Africa: 24 Live (Nigeria) to join as 43rd member Enex p.10
Big Picture p.11
SHORT NEWS p.12
PEOPLE
p.13 At the 11th TV Effectiveness Day in Dusseldorf, the marketing body “A GOLDEN Wirkstoff TV presented not only new research results, but also new members AGE”
Germany – 28 May 2014 Wirkstoff TV
Presenter Wolfram Kons (left) and Martin Krapf, Managing Director of Wirkstoff TV
4 In 2014, TV Effectiveness Day was infused with Modenbach announced that the project would be the spirit of the football World Cup. The over 1,300 extracted from Seven One Media and continued participants who had flocked to the Maritim Hotel under the Wirkstoff TV umbrella – so that all the in Dusseldorf under the heading ‘TV and video participating sales houses benefit from the findings. as a motor of the digital world’ were treated to fan scarves – and the event’s moderator Wolfram Kons subjected the lecturers to a few sporting trials. Apart from sharing the latest findings about advertising effectiveness, the presenters were urged to prove their football skills at a ‘goal wall’ and have their kicking speed recorded.
“Never before has so much TV and video content been accessed across all devices,” said Martin Krapf, Managing Director of the marketing Les Binet, Head of Effectiveness at Adam & Eve body Wirkstoff TV to welcome participants at one of the biggest German TV industry events. “Video is Les Binet, Head of Effectiveness at Adam & Eve becoming more and more important for viewers DDB, then spoke about TV effectiveness in the and advertisers. A golden age of screen media and digital age. He also emphasised on the importance audio-visual content is dawning – and TV is of the long-term effects of TV advertising, before the engine behind this development,” Krapf added. Lindsey Clay, CEO of the British genre initiative Thinkbox, talked about word of mouth, and where conversations about brands start. She underlined that TV is the social medium and key paid channel in driving brand conversations and long-term brand health.
Guido Modenbach, Managing Director at Seven One Media
In the first presentation of the day,Guido Modenbach of Seven One Media introduced the ‘ROI Analyzer’, a project in which the company linked consumer analysis data (personal purchases recorded using scanners) to data from brand and advertising campaigns. The result is a detailed breakdown of the return on investment (ROI). All brands achieved an Christian Franzen, Managing Director at Mediacom average short-term ROI of 1.15 – meaning they get more than one euro back for every euro invested. After the lunch break, Mediacom Managing Director The study showed that over time, ROI actually rose Christian Franzen and Head of New Markets, to 2.66. The model predicts purchases depending Continental Europe at Twitter Benjamin Ampen on advertising exposure and brand loyalty. discussed the similarities between TV and social networks like Twitter. Franzen said: “TV creates As Modenbach emphasised: “The loyalty increase momentum; advertisers need to identify the right through advertising leads to a positive long-term environment for their brand and then have to take a effect. It is important to reach out to many people, chance, be quick and find the right tonality to get in because in the end what matters is not the potential touch with their target group.” buyer, but the purchase. That’s why reach is becoming more and more important. This will Benjamin Ampen underlined the fruitful relationship further increase the importance of TV in successful between Twitter and television: “The content is on TV, advertising as well.” At the end of his presentation, the discussion takes place on Twitter,” Ampen said.
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5 “People’s passion for television has not changed. People love television – but with Twitter they love it even more.” Ampen explained how television and Twitter complement each other and allow viewers to join their friends on the “virtual sofa.” For advertisers, he said, TV creates predictable moments of scale: “The Tweets are following the action.” The result: advertisers can target anyone engaged in the show. “Combining this with TV advertising helps to amplify the brand impact of TV advertising”, Ampen said, before closing with “TV is making Twitter strong and Twitter is enhancing TV.”
Bärbel Bolten, Director Media CT at Ipsos
Bärbel Bolten, Director Media CT at Ipsos, then presented the results of the representative study Martin Klarmann, from the Professor of Marketing ‘Screen Life in 2014’ which was commissioned at the Karlsruhe Institute of Technology by Wirkstoff TV. “Television is very important as Maik Richter, Managing Director Consulting at a central point in people’s everyday lives. When the Heimat agency, talked about storytelling in people use multiple screens, the other devices advertising, highlighting the effectiveness of – such as tablets, smartphones and laptops – evocative stories. Afterwards, Martin Klarmann, play a complementary role,” said Bolten. Finally, Professor of Marketing at the Karlsruhe Institute Manfred Tautscher, MD at Millward Brown spoke of Technology presented an update on the about digital audiences and Guy Bisson talked ‘Wirkungsatlas’ project. The purpose of this about technological megatrends. central database for effectiveness research on video communications is to give the market Before the topics of the day were discussed further structured access to existing effectiveness at the evening get-together, the genre initiative knowledge for benchmarking their advertising greeted a new partner: Servus TV, the Red Bull campaigns. In addition, it will show where new Media House’s broadcaster brand. In mid-April, approaches for effectiveness research are needed Wirkstoff TV had already welcomed two new (‘white spots’). In the long term, the ‘Wirkungsatlas’ partners on board: Disneymedia Plus and also has the potential to yield general statements Arbeitsgemeinschaft Teletest, a syndicate of across all the research. Austrian broadcasters and ad marketers. At the end of the day, it was Benjamin Ampen who achieved the highest score at the goal wall: 91 km/h. The presentations are available (mostly in German) at www.wirkstoff.tv.
Wirkstoff TV is a marketing body financed by the sales houses of Germany’s TV industry, among them IP Deutschland, the sales house of Mediengruppe RTL Deutschland.
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Wolfram Kons
6
‘SCREEN LIFE 2014’: TV IS A CENTRAL ELEMENT IN MULTI-SCREENING
Television remains very important as a central point in people’s everyday lives, while devices such as smart phone, tablet or laptop when multi-screening have a complementary function – concludes the ‘Screen Life 2014’ study. Conducted by Ipsos on behalf of Wirkstoff TV, it surveyed 1,500 people aged 14 to 65. The key findings at a glance:
TV remains the central element: 98 per cent of German households have a TV set in their living rooms. 96 per cent of Germans watch television daily. For 72 per cent, the TV is the central point in the home, while 66 per cent (broadest user pool) use a second screen (PC, laptop, tablet, smartphone) while watching TV, at least rarely/occasionally.
Linear TV dominates video usage: 94 per cent mostly watch programmes when they are broadcast on TV (linear use); time-shifted viewing of TV is still very low across all devices. However: 56 per cent use video on other devices as well, especially on laptops and smartphones.
TV is the basic medium, even for younger people: Overall, people’s use of series, films and videos via the Internet is still low. 14 to 65 year olds watch 6 minutes per day on the Internet (TV: 174 minutes), 14- to 29-year-olds watch 12 minutes (TV: 156 minutes).
TV as a relaxed evening event: the later the hour, the bigger TV’s role as a social event and as a lean-back-and-relax medium. Exclusive TV use is highest here – multi-screening on other devices declines accordingly over the day.
Get together after the event
7 STAR-STUDDED LIVE SHOWS FremantleMedia UK
The Britain’s Got Talent (BGT) live shows kicked off on Monday 26 May, promising a week full of undeniable talent, high-profile musical performances and a nail-biting grand finale. United Kingdom – 27 May 2014
The search for this year’s representative of ultimate British talent is coming to a close. The season promises to go out with a bang, with a week of star-studded live-show performances: Will.i.Am, Little Mix, Ed Sheeran, The Vamps and Ella Henderson will all take to the BGT stage. The remaining 45 acts who impressed the judges thus far, will now try to secure the Great British public’s vote, for the chance to perform in front of the Royal Family at this year’s Royal Variety Performances as well as a £250,000 cash prize.
THE LIVE SHOWS LINE-UP:
Ella Henderson introduced her debut single Ghost in the first of the live shows on Monday 26 May
Ed Sheeran will treat viewers to his smash hit Sing on Tuesday 27 May The BGT judges from left to right: David Walliams, Alesha Dixon, Amanda Holden and Simon Cowell The Vamps hit the stage on Wednesday 28 May with their As Britain crowns its winner on Saturday 7 June in the grand finale, song Last Night platinum selling girl group Little Mix will join forces with dance troupe Diversity in an exclusive routine to the song Salute and an extra Global superstar Will.i.Am makes special guest, yet to be announced, will also take to the stage for a his Britain’s Got Talent debut on stunning performance. Thursday 29 May, performing his brand new tune Birthday While the BGT judges – Simon Cowell, David Walliams, Alesha Dixon and Amanda Holden – will be on hand, it’s down to the public to In the last of the semi-finals vote for their favourite. The act with the highest number of votes will on Saturday 31 May, BGT automatically go through to the live grand finale, with the judges 2013 winners Attraction will be choosing between the two runners-up. welcomed back alongside Welsh singing duo Richard & Allen, Tune in to ITV1 from Monday 26 until Saturday 31 of May for the live performing Can You Feel The Love semi-finals and Saturday 7 June for the grand finale.
8 MEDIA FOR EQUITY: GROUPE M6 AND FAMI HERO JOIN FORCES Groupe M6
Groupe M6 and the innovative FamiHero.com platform, France’s leading family services website, have just signed a strategic partnership. France – 27 May 2014
Groupe M6 and the innovative FamiHero.com platform, France’s leading family services site, have just signed a strategic partnership Fami Hero has raised almost 3 million euros with Jaïna Capital (see box); with this support it has now launched an ambitious plan for the development of new products and services to be deployed throughout 2014. It is now marking a major new stage in its growth with the signing of a strategic partnership with M6, which will in the coming months ensure the high visibility of Fami Hero both on Groupe M6 channels and websites.
Nicolas de Tavernost, Chairman of Groupe M6, comments: “Groupe M6 is pleased to be establishing a strategic partnership with Fami Hero, which is an innovative and entrepreneurial company. The market for online personal services is very promising and, with the strong support of Jaïna Capital, we are convinced that Fami Hero JAÏNA CAPITAL – DID YOU has everything it needs to succeed. Groupe M6 will help this offer KNOW? develop with maximum exposure, thus accelerating its growth. This new targeted partnership is another example of Groupe M6’s strategy Jaïna Capital is an investment fund of working closely with the entrepreneurs and investors who are created in 2010 by Marc Simoncini, involved in creating the businesses of tomorrow.” whose goal is to invest in innovative companies with high potential. As Swann Robbes, CEO of Fami Hero, adds: “This partnership builds head of the fund, Marc Simoncini aims on the lessons and successes of our first advertising campaigns and to support talented entrepreneurs in will allow Fami Hero to increase its visibility, attracting and persuading the development and success of their more and more families of its merits. We are particularly pleased that businesses. The fund is a committed this partnership allows us to rely on the expertise of a group like M6.” partner for start-ups whose objective is to be the leader in their respective Launched in January 2013, the Fami Hero platform provides sectors and, since its foundation, it has efficient and reliable tools that allow direct linking with trustworthy invested in over 20 companies. providers of all types of everyday services (childcare, tutoring, housework, gardening, odd jobs, etc.). Over 200,000 members use its services each day.
9 ENEX EXPANDS IN AFRICA: 24 LIVE (NIGERIA) TO JOIN AS 43RD MEMBER Enex
A new partnership agreement signed
ABOUT 24 LIVE between Enex, the international television news provider, and 24 Live, a 24-hour news At the helm of 24 Live are two network for Nigeria and West Africa, sees of the founding members of the 24 Live share content and resources with the Sky News team, John O’Loan 42 other TV broadcast partners belonging to and Elwyn Evans, with former Channel 5 News Chief, Gary Rogers. Enex worldwide. As one of the founders of Enex when Luxembourg – 28 May 2014 he was CEO of Sky News, O’Loan has become the first person to join Enex twice. 24 Live will be available on free-to-air satellite, as well as 24 Live targets Nigeria and West Africa at a time of growing through terrestrial and online economic wealth in the south and brutal terrorist activity to the north. distribution across Africa. The channel will broadcast from the commercial capital of Africa’s largest economy, Lagos, the political capital of Africa’s most populous With its own SNG channels connecting nation, Abuja, as well as from Kano in the sub-Saharan north and Port Africa with Europe on Eutelsat 16A Harcourt, dominating the rich oil deltas to the east. In addition, 24 Live and dedicated 20Mpbs broadband will have its international hub in London, located in close proximity to connecting 24 Live’s four Nigerian the CBS London Bureau. news centres with CBS News and its own London news center, 24 Live will be in a unique position to provide exclusive, extended coverage and technical infrastructure to Enex members, when it begins operations later in the year.
24 Live CEO John O’Loan comments: “Enex membership is an important milestone in launching 24 Live, and we look forward to being part of this unique international network.”
Enex Managing Director Henning Tewes says: “We welcome 24 Live as a new member and wish John and his team good luck in the first months of operation. The story of the missing girls has reinforced international interest in Nigeria, and we look forward to being able to cover developments in this important country in Africa with the help of our colleagues at 24 Live going forward.”
10 L’Amour est dans le pré 5,5 million viewers watched the first part of the M6 programme special of L’Amour est dans le pré, at 20:50 on Monday 26 May. The episode presented by host Karine Le Marchand (pictured centre) achieved a 32.2 per cent audience share among housewives under 50, making this the best performance for a television special of L’Amour est dans le pré on M6 in the last two years. SHORT NEWS 1/1
RTL II wins German Prize for Online Communication RTL II
At the ‘Deutschen Preis für Onlinekommunikation’ gala event in Berlin, RTL II was awarded for the online community performance of daily soap Köln 50667. The prize is awarded annually since 2011 by the magazine Pressesprecher. Germany – 23 May 2014
AGT is back! FremantleMedia North America
The ninth season of America’s Got Talent returned to NBC on Tuesday 27 May. Howie, Heidi, Mel B and Howard are back to find America’s next superstar, with Nick Canon returning as host. North America – 27 May 2014
Belgium’s French-language radio market in January to March 2014 Bel RTL / Radio Contact
According to the radio audience results in French-speaking Belgium published by the CIM for the period of January to March 2014 (survey 2014-1), Bel RTL and Radio Contact confirmed their market leadership, remaining ahead of their competitors in the general-interest and music categories. Belgium – 26 May 2014
Successful launch for Rose Carpet Groupe M6
The Youtube channel launched by Groupe M6 had an excellent start with one million video views since its launch on 7 April. With its two muses, Enjoy Phoenix and Emmy Make Up Pro, the channel is a hit among 13- to 25-year-old girls. France – 26 May 2014
Antena 3 lands Extant Antena 3
Atresmedia’s flagship channel has secured the exclusive broadcasting rights to the new American thriller series Extant, produced by Steven Spielberg and starring Oscar winner Halle Berry. Spain – 23 May 2014
12 PEOPLE ALBERT VERLINDE AND WINSTON GERSCHTANOWITZ RTL 4
The Netherlands – 28 May 2014
From left to right: RTL Nederland CEO Bert Habets, Winston Gerschtanowitz, Albert Verlinde, RTL Nederland Programme Director Erland Galjaard and RTL Nederland COO Sven Sauvé
The presenter duo of RTL 4’s access prime time Albert Verlinde has fronted the live format since its start programme RTL Boulevard extended their contract with in 2001. Winston Gerschtanowitz joined him in 2008 to RTL Nederland on 26 May 2014. co-host the Blue-Circle-produced daily programme. When RTL Boulevard launched it was followed by an average of Erland Galjaard, Programme Director of RTL Nederland 600,000 viewers its first month. 13 years on it is still very comments: “Albert and Winston have been a very popular and attracts up to a million viewers every week strong duo for six years now, while RTL Boulevard is an day. incredibly important programme for the channel. It is one of the strongest fixtures of our access prime time, five days a week. Viewers adore them, probably because of their ability to offer an interesting and exciting live programme on a daily basis.”
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