ProSiebenSat.1 TV Deutschland in 2016
ProSiebenSat.1 TV Deutschland: Strong 4th quarter SAT.1: Successful new time slot for shows on Sundays / access prime strengthened substantially Double market leader 2016: ProSieben was the first choice of young and very young viewers kabel eins: Factual programs were a hit in prime time sixx: Successful multi-channel brand strategy SAT.1 Gold: Growth! Plus 0.1 percentage points vs. 2015 / Plus 0.2 percentage points in the relevant target audience ProSieben MAXX: Home of sports entertainment kabel eins Doku: Successful launch and positioning
Unterföhring, December 30, 2016. Best quarter of 2016: ProSiebenSat.1 TV Deutschland closed the fourth quarter with a solid 28.6 percent audience share (plus 1.1 percentage points vs. Q3 2016: 27.5% audience share) to start the new year with strong momentum. The TV stations of ProSiebenSat.1 TV Deutschland – SAT.1, ProSieben, kabel eins, sixx, SAT.1 Gold, ProSieben MAXX, and kabel eins Doku – captured an average annual audience share of 28.0 percent (2015: 29.5% audience share) in 2016, which was a big year for sports.
Wolfgang Link, CEO of ProSiebenSat.1 TV Deutschland: “2016 was a good year for television in general. We started the year with many bold formats. Not everything succeeded, but we achieved remarkable successes despite tough competition. At SAT.1, we strengthened both Sunday and the entire TV station by moving “The Voice of Germany” to Sunday, a move that attracted a great deal of attention. I am especially pleased with the very positive development of the access prime daypart and delighted that SAT.1 is the only big private-sector TV station to gain viewership in the access prime slot in 2016. In the first year after Raab, the ProSieben team proved that it can deliver not only great entertainment, but also great factual programming, as evidenced by the success of the TV station’s new knowledge programs. The continuation of many well-established program brands, most especially “Germany’s next Topmodel – by Heidi Klum,” which saw its ratings jump remarkably, was also successful. With Frank Rosin and others, kabel eins boasts many successful factual formats in prime time, sixx is increasingly becoming a top multi-channel brand, SAT.1 Gold continues to grow, ProSieben MAXX is a widely recognized home for many sports, not just American football and we launched a terrific new free TV channel, kabel eins Doku. I am also thrilled that we made another important step into the digital future by launching a free live-streaming app for every TV station. We must continue to transform our TV station brands in 2017 and shepherd them to the digital future and expand our reach values by offering a successful balance of new hits and familiar program brands.”
Review and outlook for the TV stations:
SAT.1 was rewarded for its courage, increased its audience share in the access prime time slot and generated growth in the final weeks of the year. Thanks to the successful new time slot for shows on Sunday (“The Voice of Germany,” up to 20.6% audience share), stable performance in the daytime and a considerably strengthened access prime period (SAT.1 is the only large private-sector TV station to have increased its audience share in the
prime access period, with programs like “Auf Streife – Die Spezialisten,” audience share of up to 16.7%), and the solid performance of established brands like “Hochzeit auf den ersten Blick,” “Julia Leischik sucht: Bitte melde dich,” and “Das Große Backen,” SAT.1 increased its audience share towards the end of the year (Q4: 9.1% audience share, Q3: 8.6% audience share). Moreover, SAT.1 is still the 2016 market leader in the morning (“SAT.1 Frühstücksfernsehen,” up to 18.3% audience share) and the TV stations with the best-loved crime series (including “Criminal Minds,” with up to 13.9% audience share). SAT.1 closed the year with an average annual audience share of 8.7 percent (8.7% audience share in the 14- to-49 year-old demographic, 8.7% audience share in the 14-to-59 year-old demographic). The TV station is starting the new year with several new programs, including the new Sunday show “Duell der Stars” (starting on January 8), a new season of the hit format “The Biggest Loser” (special to air on January 8, season to begin on January 15), and the new series “Einstein” (with Tom Beck, starting on January 10).
Young viewers in Germany liked to watch ProSieben the most ProSieben was the market leader in Germany for both very young viewers and young viewers in 2016, with excellent audience shares of 18.5 percent (14-29) and 14.0 percent (14-39), respectively. ProSieben also scored a solid 10.4 percent in the 14-to-49 year-old demographic. After mixed results in the summer, the TV station attracted a very nice 10.6 percent audience share in the fourth quarter. ProSieben left an especially strong mark course in two genres in 2016. It expanded its factual programming line-up considerably by adding several new knowledge programs (“Uncovered” with Thilo Mischke, “Inside,” “10 Fakten”). This trend will be strengthened in 2017. Many new shows premiered successfully on Saturday evening. To name only a few: “Das ProSieben Auswärtsspiel,” “Die große ProSieben Völkerball-Meisterschaft,” “Das ProSieben-Länderspiel,” the first live edition of “Schlag den Star” with host Elton, and “Die beste Show der Welt” with Joko Winterscheidt and Klaas Heufer-Umlauf. The TV station will start the year with a new sports event: “Die Promi-Darts-WM 2017” airs live on January 7. kabel eins won over audiences with self-produced factual formats kabel eins has been very successful in prime time with its self-produced factual formats, emotionally appealing special broadcasts, and movie classics. Shows like “Achtung Abzocke – Urlaubsbetrügern auf der Spur,” “K1 Magazin,” “Tamme Hanken – Der Knochenbrecher on tour,” and “Rosins Restaurants” generated much higher-than-average ratings, with peak audience values well above 8.0 percent. In addition, kabel eins won over audiences with the special broadcasts “Das Bud Spencer Spezial” (13.3% audience share) and a monothematic special edition about Tamme Hanken in “Abenteuer Leben am Sonntag” (8.5% audience share). Viewers were also excited for the movie classics aired on Monday and Wednesday evenings (up to 11.2% audience share). kabel eins closed 2016 with an audience share of 5.1 percent in the target audience of 14-to-49 year-olds. In addition, Tommy Scheel will host a new show, “Abenteuer Leben am Sonntag” (starting on January 8), Seraphina Kalze will present “Abenteuer Leben täglich” (starting on January 9), and Kathy Weber will resume the “K1 Magazin” (starting on January 10). sixx: Successful as a multi-channel brand Perfect cocktail for young women: Wherever they are, whether on Facebook, via WhatsApp newsletter, on Twitter, in the sixx app, on the website and of course, on TV – they just love sixx and remain in contact with the TV station around the clock. On Facebook alone, sixx’s reach rose by 58 percent in 2016. Even the exclusive video clips of the successful in-house
productions “Paula kommt” and “Sweet & Easy – Enie backt” are genuine hits as online extensions on www.sixx.de. On TV, sixx scored great ratings in 2016 with sex in prime time (“So kommt Deutschland,” up to 2.2 percent market share (14-49), as well as tattoo shows and U.S. series like “iZombie” and “The Vampire Diaries.” All together, sixx captured an average annual audience share of 1.3 percent in the 14-to-49-year-old demographic and 2.0 percent in the target audience of 14-to-39 year-old women.The final season of “The Vampire Diaries” with Ian Somerhalder, including a big online special, will air on sixx in the spring of 2017.
SAT.1 Gold continued to grow SAT.1 Gold continued to grow in 2016, a big year for sports, closing the year with an audience share of 1.4 percent in the 14-to-49 year-old demographic (+0.1 percentage points vs. 2015). In the relevant target audience of 40-to-64 year-old women, the average annual audience share rose to a very good 2.5 percent (+0.2 percentage points vs. 2015). Besides the cult series that are typical of this channel, the self-produced service and information broadcasts “Lenßen klärt auf,” “Service-AKTE,” “Im Kopf des Verbrechers,” and “Lenßen live” also contributed to the TV station’s overall success. And the new show “Herz sucht Liebe” with Thomas Ohrner, the pet placement event day “Haustier sucht Herz,” and “José Carreras Gala” attracted many new viewers for the TV station in 2016. In the first quarter of 2017, SAT.1 Gold will air new episodes of “Lenßen klärt auf” and the third season of the cult hit “Lenßen live.”
Good progress for ProSieben MAXX: 1.1 percent audience share in only its third year ProSieben MAXX closed the year 2016 with a 1.1 percent audience share in the demographic of 14-to-49 year-olds. As in prior years, the men’s channel was especially successful with the live broadcasts of “ran Football” on Sunday. But even sports entertainment formats like “SmackDown,” animé series, and documentary series like “Timber Kings” struck a chord with viewers. In the relevant target audience of 14-to-39 year-old men, ProSieben MAXX closed the year with a solid 2.0 percent audience share. Starting on January 7, 2017 (10:10 pm), ProSieben MAXX and SAT.1 will broadcast the hot phase of the American football season, the NFL Playoffs. kabel eins Doku successfully positioned in the market kabel eins Doku generated very good daily audience shares of up to 0.7 percent in its relevant demographic (men aged 40-64). Thus, the youngest TV station of the ProSiebenSat.1 family scored good ratings with German broadcast premieres and free-TV premieres. Formats like “Anthony Bourdain – Kulinarische Abenteuer” generated top ratings of up to 1.5 percent. In the 14-to-49 year-old demographic, kabel eins Doku generated daily market shares of up to 0.4 percent. The successful theme evenings and special programs will be expanded further in 2017. On January 7, kabel eins Doku will air the documentary “Anschlag auf die Freiheit – Terror in Paris” on the occasion of the second anniversary of the attack on the Charlie Hebdo editorial office.
Basis: All TV households in Germany (Fernsehpanel D+EU). Source: AGF in collaboration with GfK / TV Scope / ProSiebenSat.1 TV Deutschland Audience Research. Survey date: 12/30/2016 for the survey period 01/01- 12/29/2016; provisionally weighted: 12/26-29/2016. Group audience shares: Including kabel eins Doku (launched on 09/22/2016), calculated as the sum of all TV station audience shares, including all decimal places; therefore, it may differ from the sum of the individual TV station audience shares. Unless otherwise stated, all audience shares refer to viewers in the 14-to-49 year-old demographic.
Contact: ProSiebenSat.1 TV Deutschland GmbH Communication/PR - Communication Projects Susanne Lang Tel: 089/9507-1183 [email protected]