ProSiebenSat.1 Group operates advertising-financed free TV stations in Germany, Austria and Switzerland and offers these in both SD and quality. In the core market Germany, ProSiebenSat.1 Group is the market leader with its seven free TV stations. (Fig. 063)

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063 / Audience shares of ProSiebenSat.1 Group in %

 

Q4 2017

Q4 2016

2017

2016

Figures are based on 24 hours (Mon – Sun).

Germany: SAT.1, ProSieben, kabel eins, sixx, SAT.1 Gold, ProSieben MAXX, kabel eins Doku (since 09/22/2016); advertising-relevant target group adults 14 – 49. Source: AGF in cooperation with GfK/TV Scope 6.1/SevenOne Media Committees Representation.

Austria: Basis: Austria, all levels; period: 01/01 – 12/31/2017 (final weighting); adults 12 – 49; SAT.1 Österreich, ProSieben Austria, kabel eins Austria, PULS 4, sixx Austria, ProSieben MAXX Austria, SAT.1 Gold Österreich, kabel eins Doku Austria (since 09/22/2016), ATV + ATV 2 (since 04/07/2017 at ProSiebenSat.1 PULS 4, previously an independent group) Source: AGTT/GfK: Fernsehforschung/Evogenius Reporting (KR).

Switzerland: SAT.1 Schweiz, ProSieben Schweiz, kabel eins Schweiz, sixx Schweiz, SAT.1 Gold Schweiz, ProSieben MAXX Schweiz, Puls 8 (since 10/08/2015); advertising-relevant target group adults 15 – 49; market shares relate to the German-speaking part of Switzerland D – CH; total signal. Source: Mediapulse TV Panel.

Germany

27.8

28.5

27.0

28.0

Austria

28.8

23.2

27.9

23.0

Switzerland

19.0

18.8

17.8

17.8

As expected, the competitive environment in the German free TV market has intensified: ProSieben and SAT.1 still count among the stations with the greatest reach. However, numerous new special-interest stations have emerged in recent years (Fig. 066). Against this background, the combined market share of the broadcasting group amounted to 27.0% among viewers aged between 14 and 49 years in 2017 (previous year: 28.0%). The stations marketed by IP Deutschland (RTL, VOX, n-tv, Super RTL, NITRO and RTLplus) had a market share of 25.4% (previous year: 24.8%), with the small stations RTLplus and NITRO recording particularly strong growth.

066 / Fragmentation of the TV Market in Germany since 2007

Fragmentation of the TV Market in Germany Since 2007 (Graphic)

Structural shares/market shares: Mon – Sun, 3 – 3, / Figures in % (size of circle symbolizes market share among adults aged 14 – 49) weighted last four days; for 2017 the last four days are preliminary weighted.

Basis: All German households with a TV (German-speaking). Source: in cooperation with GfK/TV Scope/P7S1 TV Deutschland Business Intelligence (KÜ).

1ø 2007 / 2ø YTD 2017

In April 2017, ProSiebenSat.1 Group acquired ATV, an Austrian broadcasting group. Against this backdrop, ProSiebenSat.1 PULS 4 in Austria increased its combined audience share among 12- to 49-year-olds to 27.9% (previous year: 23.0%), making it the most successful broadcasting group in Austria in the reporting period. Since the acquisition, the stations ATV and ATV2 have accounted for a joint market share of 5.0%. In 2017, the ProSiebenSat.1 stations in Switzerland achieved a group market share on a par with the previous year at 17.8% of 15 to 49 year old viewers.

The tables below give an overview of the market shares of the individual advertising-financed TV stations in the German-speaking markets. (Fig. 064) (Fig. 065) (Fig. 067)

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064 / Audience shares of ProSiebenSat.1 stations in Germany in %

Target group 14- to 49-year-olds

Q4 2017

Q4 2016

2017

2016

1

kabel eins Doku since 09/22/2016.

Figures are based on 24 hours (Mon – Sun). SAT.1, ProSieben, kabel eins, sixx, SAT.1 Gold, ProSieben MAXX, kabel eins Doku; source: AGF in cooperation with GfK/TV Scope 6.1/SevenOne Media Committees Representation.

SAT.1

8.7

9.0

8.4

8.7

ProSieben

9.6

10.6

9.5

10.4

kabel eins

4.7

5.1

4.8

5.1

sixx

1.2

1.2

1.2

1.3

SAT.1 Gold

1.7

1.4

1.5

1.4

ProSieben MAXX

1.5

1.1

1.3

1.1

kabel eins Doku1

0.4

0.2

0.3

0.0

 

 

 

 

 

Relevant target groups

Q4 2017

Q4 2016

2017

2016

SAT.1: Adults aged 14 to 59

8.4

8.9

8.3

8.7

ProSieben: Adults aged 14 to 39

12.5

14.0

12.6

14.0

kabel eins: Adults aged 14 to 49

4.7

5.1

4.8

5.1

sixx: Women aged 14 to 39

1.6

1.7

1.7

2.0

SAT.1 Gold: Women aged 40 to 64

2.7

2.3

2.5

2.5

ProSieben MAXX: Men aged 14 to 39

2.9

2.1

2.7

2.0

kabel eins Doku1: Men aged 40 to 64

0.6

0.3

0.4

0.1

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065 / Audience shares of ProSiebenSat.1 stations in Austria in %

Target group 12- to 49-year-olds

Q4 2017

Q4 2016

2017

2016

Figures are based on 24 hours (Mon – Sun). SAT.1 Österreich, ProSieben Austria, kabel eins Austria, PULS 4, sixx Austria, ProSieben MAXX Austria, SAT.1 Gold Österreich, kabel eins Doku Austria (since 09/22/2016), ATV + ATV 2 (since 04/07/2017 at ProSiebenSat.1 PULS 4, previously an independent group); source: AGTT/GfK TELETEST; Evogenius Reporting; 01/01/2016 – 12/31/2017; weighted for number of people; including VOSDAL/time-shift; standard.

SAT.1 Österreich

4.8

4.7

4.4

4.5

ProSieben Austria

7.4

8.7

7.6

8.7

kabel eins Austria

2.9

3.1

2.9

3.3

PULS 4

4.2

3.9

4.2

4.1

sixx Austria

1.4

1.3

1.4

1.2

ProSieben MAXX Austria

1.2

0.6

1.0

0.7

SAT.1 Gold Österreich

0.9

0.5

0.8

0.5

kabel eins Doku Austria

0.6

0.3

0.5

0.1

ATV

4.3

3.3

3.7

3.5

ATV2

1.1

0.8

0.9

0.7

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067 / Audience shares of ProSiebenSat.1 stations in Switzerland in %

Target group 15- to 49-year-olds

Q4 2017

Q4 2016

2017

2016

Figures are based on 24 hours (Mon – Sun). Switzerland: SAT.1 Schweiz, ProSieben Schweiz, kabel eins Schweiz, sixx Schweiz, SAT.1 Gold Schweiz, ProSieben MAXX Schweiz, Puls 8 (since 10/08/2015); advertising-relevant target group 15- to 49-year-olds; market shares relate to the German-speaking part of Switzerland D – CH; total signal; source: Mediapulse TV Panel.

SAT.1 Schweiz

5.5

5.8

4.9

4.8

ProSieben Schweiz

7.5

7.0

7.0

7.0

kabel eins Schweiz

2.3

2.6

2.4

2.6

sixx Schweiz

1.1

1.3

1.1

1.3

SAT.1 Gold Schweiz

0.6

0.5

0.7

0.6

ProSieben MAXX Schweiz

0.9

0.9

0.8

0.8

Puls 8

1.0

0.8

0.9

0.7

Ongoing digitalization is opening up new revenue models for the TV business. The distribution of programs in high definition (HD) is an example for this. Here, we participate in the technical service fees that end customers pay to the respective providers for programs in HD quality. The number of users of the satellite digital platform HD+, which distributes private TV stations in Germany, is continuously rising. In Germany, ProSiebenSat.1 HD stations had 8.8 million users in 2017 (previous year: 7.2 million). The Group also broadcasts its programs in HD quality in Austria and Switzerland.

Numerous partnerships emphasize ProSiebenSat.1 Group’s strategy of offering its programs via as many distribution channels as possible and expand the technical reach. Against this backdrop, the Company again concluded numerous new distribution agreements in 2017, including Vodafone, Unitymedia and SES Astra. Besides reach and market shares, awards are an indicator of the popularity and quality of our formats. In 2017, the Company again received numerous awards. (Fig. 068) Development of Media Consumption and Advertising Impact

068 / Awards for TV Formats, Artists and Co-Productions

BAMBI

“Willkommen bei den Hartmanns”1 (national film)

BAVARIAN TV AWARDS

“The Voice of Germany” (Matthias Kowalski as Executive Producer in the entertainment category)
“Jack the Ripper” (Sonja Gerhardt in the best actress category)

BAVARIAN FILM AWARDS

“Willkommen bei den Hartmanns”1 (audience award)
“Willkommen bei den Hartmanns”1 (producer award)

BREMA (BREMEN RADIO AND BREMEN STATE MEDIA INSTITUTE)

“Galileo: You Are President” (award for cross-media program innovations in the TV category)

GERMAN COMEDY AWARD

“jerks.” (best innovation)
“Willkommen bei den Hartmanns”1 (most successful comedy film)
“Luke! Die Woche und ich” (best comedy show)
Luke Mockridge: most successful live act

GERMAN TV AWARDS

“Die Beste Show der Welt” (best prime-time entertainment)
“Galileo” (best infotainment)
“Jack the Ripper” (Sonja Gerhardt in the best actress category)

JUPITER AWARD

“Seitenwechsel” (Mina Tander in the best national actress category)
“Willkommen bei den Hartmanns”1 (best national film)
Senta Berger: Honorary Jupiter (“Willkommen bei den Hartmanns”1, among others)

CHILDREN’S MEDIA AWARD

“Nackt. Das Netz vergisst nie”2 (Weißer Elefant award for outstanding TV and online campaign against cyberbullying #AugenAuf)

GRIMME AWARD

“Applaus und raus” (best entertainment)

ROMY

“jerks.” (ROMY Academy Award)

1 Co-production of ProSiebenSat.1 subsidiary SevenPictures.

2 Westside Filmproduktion GmbH/SAT.1.

High definition (HD)
High-definition video content as opposed to standard definition (SD). HD content is predominantly distributed via television, Blu-ray and the Internet. On televisions, the standards used are 720p, 1080i und 1080p. Online, HD content is streamed or distributed in various file formats (e.g. avi, mp4, mkv, mov) and specifications. “Native HD” means that the content was produced with HD devices from the start, and that it does not need to be upscaled to be broadcast in HD. HD content is transferred between devices via HDMI und can be protected against copying (HDCP). The HD standard is in further development.
Glossary
Arbeitsgemeinschaft Fernsehforschung (AGF)
In the Arbeitsgemeinschaft Fernsehforschung (Working Group of Television Research), the ARD and ZDF broadcasters, the ProSiebenSat.1 Media SE station groups and the RTL Deutschland media group join forces to carry out and develop continual quantitative television audience research in Germany (ratings). The data collected exclusively by the GfK TV research department is recognized in the television market as the common currency for advertising and program planning. The AGF/GfK television panel includes 5,000 households consisting of almost 10,500 persons, which report on a daily basis (reporting basis D+EU television panel). This shows the television consumption of 75.08 million people from the age of 3 or 38.19 million television households (as of January 1, 2016).
Glossary