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FOCUS ON SUPER RTL
March 2005
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• Name: SUPER RTL DISNEYFernsehen GmbH & Co. KG
Program: Special interest programmingAirtime: appr. 19 hours/dayLaunch: April 28, 1995Home: CologneSales: IP Deutschland
• Philosophy / Position:
– positive family entertainment– clear differentiation from violent action of other channels– SUPER RTL is eventful and fun, rich for kids during daytime– SUPER RTL is an optimistic, eventful and fun counter world to real life.
Elaborated adult programme offers in primetime
• Core target group: Children (daytime & Access) and Mothers / families (Access/ Prime Time)
RTL Group50%
Walt Disney Company
50%
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• Day Time for Children : – Audience shares and evolutions
– Diversified range of Quality formats suitable for kids
– TOGGO: the leading cross-media-platform
• Access, Prime and night time slots for adults and mothers :
– Access Prime Time audience and Cost Per Thousands
– Well-positionned prime-Time
– Night time talk and comedy to cost-effectively target 14-49 programmes
Status Daytime
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40,2 38,7
18,1
32,7
28
3,5 4,9
10,7
68,1
3,9
8,4
14,412,2
7,4
3,4 4,3
11,7
6,8 7,7
0
5
10
15
20
25
30
35
40
45
Child 3-5 Child 6-9 Child 10-13 Boys 3-13 Girls 3-13
Super RTL RTL RTLII PRO7
Super RTL is first on childrenAudience shares by Age Groups / 06:00 – 20:00 / Sept.-Dec. 2004
Source : AGF / GFK-Fernsehforschung /Sept-Dec 2004 / Monday-Sunday
In %
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Positive audience shares evolution
27,1 26,328,1 27,5 27,4 27,6 28,2 28,8 29,3
28,431,1 31,330,430,9
29,5
0,0
6,0
12,0
18,0
24,0
30,0
Pro 7
KiKa
Source: AGF/GfK-Fernsehf. PC#TV Akt.; Basis: Panel (D+EU), shares (Programme and advertising)
Kabel 1
Children 3-13, Monday –Sunday 6:00-20:15
Audience shares records for Super RTL at the beginning of 2005
+100%
RTL II
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Strong afternoon audience shares for Super RTL
27,0 26,7 26,0 26,827,8 28,4
26,7 26,227,3
28,6 28,727,1
34,4 33,3 34,034,433,0
12,811,811,5
9,811119,7
11,511,512,313
11,412,612,5
13,311,5
13,6
0,0
4,0
8,0
12,0
16,0
20,0
24,0
28,0
32,0
36,0
KiKa
Children 3-13, Monday –Friday , 12:00-17:00
Source: AGF/GfK-Fernsehf. PC#TV Akt.; Basis: Panel (D+EU), shares (Programme and advertising)
RTL II
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27,8 27,5 27,9 28,1 28,827,6
29,327,6
30,929,5
28,426,9
31,1
0,0
8,0
16,0
24,0
32,0
Access audience shares evolution
Pro 7
KiKa
Children 3-13, Monday –Sunday , 17:00-20:15
Super RTL is clearly ahead of his competitors in the afternoon
Source: AGF/GfK-Fernsehf. PC#TV Akt.; Basis: Panel (D+EU), shares (Programme and advertising)
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Top labels, top programming
One timeslot, one label
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Mix of Cartoons, in-house and co-productions
DAYTIME
• Schtroumpf
• Kim Possible
• Toggo United
• Super Toy Club
• Q-Boot –Quiz programme
• Finger Tips
• Jellabies
• Wild Instinct
New
Finger Tips
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TARGET Share % Average Viewers (000)
CHILDREN 3-13 32,7 320
Boys 3-13 37,9 210
Source: AGF/GfK-Fernsehf. PC#TV Akt.; Basis: Panel (D+EU), 19. Feb. - 05. March 2005
Second season for the Kid football show TOGGO UNITED
12 new episodes from March 19.2005 onwardsSaturday 17:15 (repeat Sunday 12:15)
Marco Bode
Second season for the TOGGO SOUND CLUB
The show for music fans under 15 !
New season starting April 1.st 2005Saturday 16:15 (repeat Sat. 11:15)
Ben
Investing on in-house productions
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Full range of programmes for kidsbased on diverses experiences for kids
Fun Comedy series (SpongeBob)
Interactive entertainment programme TOGGO-TV
Knowledge WOW – the discovery zone
Q-BOOT – quiz programme
Was ist was TV
Interaction TOGGO United; TOGGO Music
Art Attack, Super Toy Club, Finger Tips
Everyday life Doug
Hey Arnold
Disney
Fairy tales WunderZunder FunkelZauber
(Hans Christian Andersen)
The Pink Panther
The Schtroumpf
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Programme schedule from April 2005Daytime 6:00 to 11:00
Saturday Sunday Monday Tuesday Wednesday Thursday Friday
Mummy Nanny · Wild Instinct · Generation O! · Bob, der Flaschengeist
Bob der Baumeister · Die Koala Brüder · Rubbadubbers · Blue´s Clues (show) - Blau und schlau ·
The Save-Ums
Tikky turtles Insel
Thomas die kleine Lokomotive & seine Freunde
Little peopleThomas die kleine Lokomotive
& seine Freunde
Kleine Planeten - Gute Reise, Bing und Bong!
07:00
Caillou · Barney · Brum · Käpt´n Nobart und die Piratenbande - Riesenärger mit Ralf
Die Glücksbärchis - Generation O ! - Barnaroo (docu-soap)
10.00
Wild instinct
Tommy & Oscar
Spielegalaxie
Bärchen + P aco - Zwei tierische Freunde
Käpt'n Nobart und seine
08.00
09.00
06:30
Bob der BaumeisterDie Koala Brüder
Rubbadubbers
Blue's Clues
Emily Erdbeer
Riesenärger mit Ralf
Eckhart aus dem Mäusenest
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Programme schedule 2005Daytime 11:00 to 16:00
Saturday Sunday Monday Tuesday Wednesday Thursday Friday
11.00Ocean Girl
12.00
TOGGO soundclub
TOGGO TV ®
13.00
Disneys Kim PossibleKim Possible
Disneys Gummibärenbande
Die Superköche
Disneys new Mickey Mouse
Die Superköche (cooking)
The Schtroumpf
15.00
Jimmy Newton (3 D Animation)
Sponge Bob
Sponge BobPower Rangers
14.00
Finger Tips
PB & J Otter
Michel Vaillant
Powerpuff Girls
CHIPZ (clip)TOGGO
SoundClubWOW TOGGO TV
Goofy The Film
WunderZunder FunkelZauber
Super Toy Club
Clarissa
Tikki Turtles Insel
Oggy & die Kakerlaken
The Schtroumpf
Disneys Gummibärenbande
Disneys neue Micky Maus Geschichten
TOGGO United
16.00Benjamin Blümchen
Doug
Hip Mix
WOW
WAS IST WAS TV
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Programme schedule 2005Daytime 16:00 to 20:15
Saturday Sunday Monday Tuesday Wednesday Thursday Friday
Sponge Bob
Stanley
TOGGO United Art Attack
Oggy & die Kakerlaken
TOGGO TV
The schtroumpf
19.00
20.00
Art Attack The schtroumpf
Sponge Bob
Kim Possible
Barnaroo
The schtroumpf
18.00
17.00WOW
Disneys Gummibärenbande
Disneys new Mickey Mouse
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--Licensing
Brand/TV-labels
Audio/video-Label
Publishing brand
Merchandising & promotion
Event
Internet
Innovative cross-media-platform
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Super RTL for Adults and mothers with children
Access, Prime and night time slots
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Super RTL, delivers on „Mothers“ (PRP with children)Access Prime Time - Mo-Su 17:00-20:00
7,06,5 6,4
7,5 7,4
3,8 3,6
7,16,26,2
3,93,83,63,53,43,6
0,0
2,0
4,0
6,0
8,0
10,0
12,0
14,0
Super RTL VOX Kabel 1
Source: AGF/GfK-Fernsehf. PC#TV Akt.; Basis: Panel (D+EU), shares (Programme and advertising)*PRP: Person responsable for Purchase
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**PRP with children, Monday-Sunday 17-20 pm, January 2005Access Prime Time, Average ratings / CPT*
0,00
0,02
0,04
0,06
0,08
0,10
0,12
0,14
5 15 25 35 45 55 65CPTin €
Kabel 1
Super RTL is leader on prices and audience shares on PRP with children
Reach in mio
Market average
Source: AGF/GfK-Fernsehf. PC#TV Akt.; Basis: Panel (D+EU), (Programme and advertising)**PRP: Person responsable for Purchase*CPT: Cost Per Thousand
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• Adaptation of successful labelling strategy from daytime
Programme strategy Primetime
• Event programming in prime Time (shows, ...)
Stable strength through labelling, stable feature films and established series
• Optimization of broadcasting timeslots
• Movies in strong affinity with core targets
Tuesday Wednesday FridayMonday
Movie Movie Crime series Cartoon
Thursday
Comedy Donnerstag
NEW in NEW in April 05April 05
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Primetime Programme schedule20:15 – 23:15 / April 2005
From April 2005
Saturday Sunday Monday Tuesday Wednesday Thursday Friday
20:15 20:15
20:30 20:30
20:45 20:45
21:00 21:00
21:15 21:15
21:30 21:30
21:45 21:45
22:00 22:00
22:15 22:15
22:30 22:30
22:45 22:45
23:00 23:00
23:15 23:15
23:30 23:30
23:45 23:45
00:00 00:00
MovieMagic Movie
Peter Steiners Theater
stadl
TALK SHOW : voll total
SITCOM (Harry's nest)
SITCOM (Harry's nest)
Nowhere Man - Mystery drama
series
TALK SHOW : voll total
Cartoon NIGHT
Series/ Cartoon
Die Dinos
Die Dinos
KRIMI : Murder she
wrotes
KRIMI : Quincy
COMEDY: Mr Bean/ Fowler
COMEDY: Mr Bean/ Fowler
COMEDY: Cosby
COMEDY: Cosby
Movie or Cartoon night (in season)
SITCOM: the 70s show
SITCOM: the 70s show
SITCOM: Ellen
SITCOM: Ellen
Romantic Movie
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Source: AGF/GfK-Fernsehf. PC#TV Jan.Feb 04 vs. Jan.Feb 05; Basis: Panel (D+EU), Programme and advertising; *PRP: Person responsable for Purchase
Monday-Sunday 20:00-23:00, Jan-Feb 05 vs. 04
2,1 2
2,7 2,6
PRP 14-49 Adults 14-49
+ 29
%
+ 30
%
Branded night slots :audience shares (%) - PRP 14-49
Jan-Feb.2004
Strong audience shares increase in Primetime
Jan-Feb.2005
Jan-Feb.2004
Jan-Feb.2005
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Mondays Movie
Mondays at 20.15 Die kleinen SuperstrolcheElliot the dragonHilfe! Jeder ist der GrößteFlubberAlf – the FilmVater der BrautMary Poppins....
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Magic Movie
Tuesdays at 20.15
Cool RunningsGeliebter Haustyrann Gwyn – Prinzessin der DiebeCharadeEin Geschenk des Himmels - Vater der Braut 2Was diese Frau so alles treibt....
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Fridays Cartoon Special
Fridays at 20.15
Tiggers großes Abenteuer
In einem Land vor unserer Zeit – Die geheimnisvolle Insel
Basil, der große Mäusedetektiv
Oliver & Co.
Taran und der Zauberkessel
Das magische Schwert
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Weekend Prime time Movies & cartoons
Saturdays at 20.15 – Family moviesAllein auf der PirateninselBenji –Sein größtes AbenteuerBarbie in SchwanenseeBarbie als Die Prinzessin und das Dorfmädchen......
Sundays at 22.15 – Romantic movies
Mut zur Liebe (courage for love)Ein scheinbar perfektes LebenEin zweites Leben (a second life)Nathan gibt nicht auf ....
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Voll total : the best of talk showsMo-Su 22:15-23:00 / January 04 vs January 05
Adults 14-49 PRP 14-49 Adults 14-29
+ 46
%
+ 38
% + 59
%
Source: AGF/GfK-Fernsehf. PC#TV Akt.; Basis: Panel (D+EU), Programme
Moderation: Dirk Penkwitz
3,4
5,4
2,82,6
4,13,6
0
1
2
3
4
5
6
Aud.
share
s in
%
2004 2005
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16.04 – 31.12.2005
Target :Adults 14 – 49
Sa, 22:15
Night Time Series
The 70s Show - Sitcom
28.01. – 24.06.2005
Fr, 22:15
Dinos – Disney Sitcom
Target: PRP 14 – 49
28.01. – 24.06.2005
Fr, 23.15
Nowhere man – mystery series
16.04 – 31.12.2005
Sa, 23:15
Ellen - Sitcom
21.03. – 31.12.2005
Mo-Th. 23.30
Harry‘s nest - Sitcom
Target :Adults 14 – 49
Target: PRP 14 – 49
Target :Adults 14 – 49
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Key Facts
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Key Facts
• Super RTL is the undisputed market leader in children‘s TV with high-quality
formats
• Super RTL proposes in access primetime good quality/price programmes : an ideal channel to optimize campaigns
• Super RTL is leader on prices and audience shares on PRP with children in January 2005
• In January, strong audience shares increase (+20%) in primetime compared with last year on PRP 14-49