Development of the Audience Market

ProSiebenSat.1 Group operates advertising-financed free TV stations in Germany, Austria and Switzerland and offers these in both SD and HD quality. The following tables provide an overview of audience shares by country (Fig. 39):

Audience shares of ProSiebenSat.1 Group (Fig. 39)

 

 

 

 

 

 

 

 

 

in percent

 

Q4 2016

 

Q4 2015

 

2016

 

2015

Figures are based on 24 hours (Mo – So).

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

Austria: SAT.1 Österreich, ProSieben Austria, kabel eins austria, kabel eins Doku Austria (since 09/22/2016), sixx Austria, SAT.1 Gold Österreich, ProSieben MAXX Austria, PULS 4; advertising-relevant target group 12- to 49-year-olds; source: AGTT/GfK Fernsehforschung/ Evogenius Reporting.

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; source: Mediapulse TV Panel.

Germany

 

28.5

 

29.4

 

28.0

 

29.5

Austria

 

23.2

 

24.5

 

23.0

 

23.1

Switzerland

 

18.8

 

18.4

 

17.8

 

18.6

In the core market of Germany, the free TV stations SAT.1, ProSieben, kabel eins, sixx, SAT.1 Gold, ProSieben MAXX and kabel eins Doku achieved a combined market share of 28.0 % among viewers aged between 14 and 49 in 2016 (previous year: 29.5 %). This equates to a decline of 1.5 percentage points compared to the record-breaking year 2015. At 29.5 %, the comparative value marked a ten-year high. At the same time, the TV year 2016 was characterized by two major sporting events, the European soccer championship and the Summer Olympic Games. These were broadcast primarily by public stations. In this environment, ProSiebenSat.1 Group’s audience shares in all markets developed at a comparable level to that in previous sports years overall (Fig. 40).

Audience shares of ProSiebenSat.1 Group in sports years (Fig. 40)

Audience shares of ProSiebenSat.1 Group in sports years (graphic)Audience shares of ProSiebenSat.1 Group in sports years (graphic)

The Group is still leading in the German audience market. In the reporting period, ProSiebenSat.1 stations were 3.2 percentage points ahead of the stations marketed by IP Deutschland (RTL, VOX, n-tv, Super RTL, RTL Nitro, RTLplus). These stations had a combined market share of 24.8 % (previous year: 24.6 %).

The Austrian station group ProSiebenSat.1 PULS 4 achieved a combined market share of 23.0 % among viewers aged 12 to 49 in 2016 (previous year: 23.1 %). ProSiebenSat.1 Group thus remains by far the strongest private station group in Austria. The TV family in Switzerland generated a market share of 17.8 % among 15- to 49-year-olds (previous year: 18.6 %).

The tables below give an overview of the market shares of the individual advertising-financed TV stations in the German-speaking markets (Fig. 41 – 43).

Audience shares of ProSiebenSat.1 stations in Germany (Fig. 41)

Target group 14- to 49-year-olds

 

 

 

 

 

 

 

 

 

in percent

 

Q4 2016

 

Q4 2015

 

2016

 

2015

1

kabel eins Doku since 09/22/2016.

Figures are based on 24 hours (Mon – Sun) and are average market shares for 2016. Germany: 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

 

9.0

 

9.2

 

8.7

 

9.3

ProSieben

 

10.6

 

11.0

 

10.4

 

10.9

kabel eins

 

5.1

 

5.3

 

5.1

 

5.3

sixx

 

1.2

 

1.3

 

1.3

 

1.4

SAT.1 Gold

 

1.4

 

1.3

 

1.4

 

1.3

ProSieben MAXX

 

1.1

 

1.3

 

1.1

 

1.2

kabel eins Doku1

 

0.2

 

n/a

 

0.0

 

n/a

 

 

 

 

 

 

 

 

 

Relevant target groups

 

 

 

 

 

 

 

 

 

in percent

 

Q4 2016

 

Q4 2015

 

2016

 

2015

SAT.1: Adults 14- to 59-year-olds

 

8.9

 

9.1

 

8.7

 

9.5

ProSieben: Adults 14- to 39-year-olds

 

14.0

 

15.2

 

14.0

 

15.2

kabel eins: Adults 14- to 49-year-olds

 

5.1

 

5.3

 

5.1

 

5.3

sixx: Women 14- to 39-year-olds

 

1.7

 

2.2

 

2.0

 

2.6

SAT.1 Gold: Women 40- to 64-year-olds

 

2.3

 

2.4

 

2.5

 

2.3

ProSieben MAXX: Men 14- to 39-year-olds

 

2.1

 

2.4

 

2.0

 

2.0

kabel eins Doku1: Men 40- to 64-year-olds

 

0.3

 

n/a

 

0.1

 

n/a

Audience shares of ProSiebenSat.1 stations in Austria (Fig. 42)

Target group 12- to 49-year-olds

 

 

 

 

 

 

 

 

 

in percent

 

Q4 2016

 

Q4 2015

 

2016

 

2015

Figures are based on 24 hours (Mon – Sun). Austria: SAT.1 Österreich, ProSieben Austria, kabel eins Austria, sixx Austria, SAT.1 Gold Österreich, ProSieben MAXX Austria, PULS 4, kabel eins Doku Austria (since 09/22/2016); advertising-relevant target group 12- to 49-year-olds. Source: AGTT/GfK Fernsehforschung/Evogenius Reporting.

SAT.1 Österreich

 

4.7

 

4.3

 

4.5

 

4.1

ProSieben Austria

 

8.7

 

10.2

 

8.7

 

9.8

kabel eins Austria

 

3.1

 

3.2

 

3.3

 

3.2

sixx Austria

 

1.3

 

1.5

 

1.2

 

1.3

SAT.1 Gold Österreich

 

0.5

 

0.2

 

0.5

 

0.2

ProSieben MAXX Austria

 

0.6

 

0.6

 

0.7

 

0.5

PULS 4

 

3.9

 

4.5

 

4.1

 

4.0

kabel eins Doku Austria

 

0.3

 

n/a

 

0.1

 

n/a

Audience shares of ProSiebenSat.1 stations in Switzerland (Fig. 43)

Target group 15- to 49-year-olds

 

 

 

 

 

 

 

 

 

in percent

 

Q4 2016

 

Q4 2015

 

2016

 

2015

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; source: Mediapulse TV Panel.

SAT.1 Schweiz

 

5.8

 

5.3

 

4.8

 

5.4

ProSieben Schweiz

 

7.0

 

7.5

 

7.0

 

7.8

kabel eins Schweiz

 

2.6

 

2.7

 

2.6

 

2.8

sixx Schweiz

 

1.3

 

1.0

 

1.3

 

1.0

SAT.1 Gold Schweiz

 

0.5

 

0.7

 

0.6

 

0.6

ProSieben MAXX Schweiz

 

0.9

 

1.0

 

0.8

 

0.7

Puls 8

 

0.8

 

0.3

 

0.7

 

0.3

Ongoing digitalization is opening up new opportunities for free TV stations in Germany to refinance their programming range. Among other things, the distribution of programs in high definition (HD) offers an attractive growth opportunity with recurring revenues that are independent from the TV advertising market. This is why, in addition to audience shares, HD user numbers are also gaining increasing importance for the Group. 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 7.2 million users in 2016 (previous year: 6.2 million). Here, we participate in the technical service fees that end customers pay to the respective providers for programs in HD quality. The Group also broadcasts its programs in HD quality in Austria and Switzerland.

Numerous partnerships emphasize ProSiebenSat.1 Group’s strategy of offering its programming via as many distribution channels as possible and expand their technical reach. Against this backdrop, the Company again concluded numerous new distribution agreements in 2016, including Deutsche Telekom, Vodafone and Waipu TV, an online-entertainment service. Besides reach and market shares, awards are an indicator of the popularity and quality of our formats. In 2016, the Company again received numerous awards (Fig. 44).

Awards for TV formats and co-productions (Fig. 44)

 

 

 

1

Co-production of ProSiebenSat.1 subsidiary SevenPictures.

Bavarian TV Award

 

„Kampf für Frieden im Kongo — Die größte UNO-Mission der Welt“ (Dr. Dietmar Klumpp in the Cultural and Educational Programs category)
„Zwei Leben. Eine Hoffnung“ (Richard Huber: Best Director in Television Films/Series)

Bavarian Film Award

 

„Honig im Kopf“1 (Til Schweiger: Audience Award)

German Television Award

 

„Joko gegen Klaas — Das Duell um die Welt“ (Best Prime-Time Entertainment) „Mordkommission BERLIN 11(Best Production Design; Best Music)

Goldene Romy

 

„Mordkommission BERLIN 11(Best TV Film Production; Best TV Film Direction; Tobias Moretti: Best Actor)

Gold Medal Award

 

„Die Ungehorsame“ (Best TV Movie)

1Live Krone

 

„Luke! Die Woche und ich“ (Luke Mockridge: Best Comedian)