THE GERMAN MARKET AT A GLANCE

Transcription

1 THE GERMAN MARKET AT A GLANCE

2 GERMAN ECONOMY 2

3 12/14 02/15 04/15 06/15 08/15 10/15 12/15 02/16 04/16 06/16 08/16 10/16 12/16 02/17 04/17 06/17 08/17 10/17 12/17 02/18p p 2019p p 2019p Ongoing positive climate for consumption Basic conditions consumer confidence, labour market, income development are favourable GfK consumer climate In points 12 Unemployment figures In millions 5 Available household income Change vs. previous year in % ,9 3,8 4, ,2 3,0 2,9 2,8 2,7 2,5 2,4 2,2 3 3,0 2,4 2,4 2,6 2, , p=prognosis, Ifo economic forecast for , Sources: GfK, Destatis, ifo SevenOne Media, Market Insights 3

4 02/14 05/14 08/14 11/14 02/15 05/15 08/15 11/15 02/16 05/16 08/16 11/16 02/17 05/17 08/17 11/17 02/18 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17 Q4 17p Q1 18p p 2019p German economy continues to grow Expansion is broad-based on private consumption, foreign trade, construction & business investments ifo business climate Index (2005=100) 120 GDP (real), quarterly development Change vs. previous quarter in % 1,5 GDP (real), annual development Change vs. previous year in % 3, ,5 0,6 0,5 0,3 0,4 0,9 0,6 0,8 0,6 0,7 3 2,5 2 1,5 1 0,5 2,6 2,2 2,1 1,9 1,9 1,7 2,1 2,0 1,7 1,7 1,8 0,5 1,0 0, GDP Private consumption *seasonally/price-adjusted, p=prognosis, annual: Ifo economic forecast for quarterly: DIW Economic Barometer 28 February 2018 Sources: ifo, Destatis, DIW SevenOne Media, Market Insights 4

5 IMF Forecast: euro area stabilized Global recovery has strengthened, risks appear broadly balanced Development real GDP of European Top 5 economies In %, vs. previous year 4,0 3,0 2,0 1,0 1,8 2,4 2,2 2,5 2,3 2,0 1,9 2,0 1,2 1,8 1,9 1,9 0,9 1,6 1,4 1,1 3,3 3,1 2,4 2,1 1,9 1,7 1,5 1,5 0,0 Euro Area Germany France Italy Spain UK e 2018p 2019p e=estimate, p=projections Source: IMF World Economic Outlook Update January

6 THE PROSIEBENSAT.1 GROUP 6

7 Shareholder Structure ProSiebenSat.1 Media SE Status: December 2017 Split of Capital Stock Split of Capital Stock 98.3% Free Float 1.7% ProSiebenSat.1 7

8 P7S1 Group leading across TV, Digital and Production Portfolio selection: Entertainment Content Production & Global Sales Commerce 1) 1) Strategic minority investment 8

9 ProSiebenSat.1 Group Leader in the German TV market Audience share (A14-49) 1) [FY 2017, in %] %pts Share of advertising 2) [FY 2017, in %] %pts ) Basis: all German TV households, A 14-49, Mon-Sun, 3-3 h, full-year; w/o RTL II minority. Source: AGF in cooperation with GfK/TV Scope/ProSiebenSat.1 TV Deutschland. 2) Period: 01/01-31/12/17; Basis: Above-the-line-Media Source: Nielsen Media Research SevenOne Media, Market Insights 9

10 ProSiebenSat.1- international line-up Germany - TV Austria - TV Switzerland - TV 10

11 International sales network of SevenOne Media Europe exclusive exclusive UK Benelux Switzerland Italy Spain France 11

12 THE GERMAN TV MARKET 12

13 Television is still the leading medium across all age groups Daily TV Usage Media usage and TV share by target audience in minutes per day, TV share in %, Q1-Q % % % 316 Cinema DVD/Blu-ray Pay VoD Free online video % TV alternative 0 A 14+ A A A 50+ TV classic Base: A 14+ yrs, n=7.514 Source: ViewTime Report Q1/17-Q4/17, SevenOne Media/forsa. 13

14 German TV landscape Receive path in households In % and million % % 40.6% Total Population: million * Persons aged >3 years in TV households: million each household receives Ø 78 channels Total TV households: Degree of digitization: 96% million % Cable-households Satellite-households Terrestrial-households IPTV * Source: Mikrozensus 2016, Statistisches Bundesamt Status: ; Basis: TV households with german-speaking main incomer earner Source: AGF in cooperation with GfK, TV Scope 14

15 Large free TV offer National Private Stations National Public Stations Regional Public Stations Paneuropean Private Stations (exemplary) (exemplary) 15

16 ProSiebenSat.1 stations reach a wide range of target groups Station Profiles 2017 in % (bubble size represents audience share in adults y.) male WELT Sport1 N24 Doku Sky Sport Bundesliga 1 SYFY Eurosport ZDFinfo ProSieben MAXX Comedy Central 0.4 n-tv 1.7 ProSieben Phoenix kabel eins Doku DMAX Tele ZDF 3SAT kabel eins RTL Nitro RTL II 9.5 VIVA old arte th Street Nickelodeon 1.2 0, RTL 1.3 ARD Dritte ZDFneo 0.5 Super RTL 1.2 ARD/ZDF Kinderkanal ARD RTLplus SAT.1 Gold SAT.1 TLC Disney Channel sixx VOX young female Source: AGF in collaboration with GfK; TV Scope 6.1,

17 RTL VOX SUPER RTL N - TV RTL Nitro N 24 RTLplus** RTL II ARD Das Erste ZDF SPORT1 Tele 5 Disney Channel DMAX Audience shares, German TV stations Audience shares 1st January December 31st 2017 vs A yrs., 03:00 a.m.-03:00 a.m., in % Jan - Dec 2016 Jan - Dec ,0 12,0 10,0 8,0 6,0 4,0 2,0 0,0 * Not including VIVA, MTV & Nick, * kabel eins Doku: released on 22/09/2016, ** RTLplus: released on 04/06/2016 Basis: A yrs. All TV households Germany Source: AGF in cooperation with GfK / TVScope / SevenOne Media, Media Strategy & Analytics 17

18 Accumulated audience share by sales houses Accumulated audience share 2017 A y., 03:00 a.m.-03:00 a.m., in %, change vs. previous year in %-points Seven OneMedia * +2,1 29,6 27,0-1,0 IP Deutschland ** EL CARTEL -1,4 12,7 5,3-0,3 25,4 +0,5 Public Stations others Source: AGF in collaboration with GfK; TV Scope 6.1, * kabel eins Doku: released on 22/09/2016, ** RTLplus: released on 04/06/

19 Delayed usage in TV - the basics Non-linear usage in classic TV is also called delayed usage This includes the usage of recorded programmes via video recorders, hard disk recorders, DVD recorders Until the 3rd day after broadcasting non-linear TV programme usage is added to linear usage Over 85% of all programmes in 2016 were only watched live In only 0.7% of the programmes did we see a reach of > 0.05 million added to this through non-linear usage Max. Reach plus was at 0.69 million: Münster episode of "Tatort" called Ein Fuß kommt selten allein" on 08/05/2016 Count up of viewership DAY OF BROADCAST DAY 1 3 AFTER BROADCAST + = Preliminary reach and audience share DAY 4 AFTER BROADCAST Final reach and audience share Share of non-linear in TV total Share in %, A 14-49, Basis: All TV households in Germany Source: AGF in collaboration with GfK / TV Scope / ProSiebenSat.1 TV Deutschland Business Intelligence 19

20 THE GERMAN TV ADVERTISING MARKET 20

21 TV advertising buying in Germany Rates for the following year are published in August. These rates are the basis for the annual bookings (agencies and clients) that start in October/November. Within the year the first bookings are optimized and individually changed including short term bookings depending on air time availability. Most airtime is sold on basis of annual commitments. Booking principle is normally spot by spot (only few GRP or volume packages are offered or sold). Online booking systems (like e.g. Adonis, Cool or Bookit) enable the agencies to book spots directly. 21

22 Major Sales Houses ProSiebenSat.1 Media AG RTL Group RTL 2 Public Broadcasting 22

23 Media split in Germany Mediamix (gross, Nielsen), 1stJanuary 31st December 2017 vs Total in mil., changes vs. prior year in (%) TV (+7.0%) (+7.8%) (+6.7%) Newspapers Magazines (+4.7%) (-4.8%) Media total: million (+1.4) SI Magazines Radio (-1.3%) OoH Cinema (+1.1%) Online Period: 01/01-31/12/17 vs. 01/01-31/12/16 Basis: Above-the-line-Media Source: Nielsen Media Research SevenOne Media, Market Insights 23

24 German sales houses: share of advertising Share of advertising (gross, Nielsen), 1st January 31st December 2017 in % 13.2 ProSieben Sat.1 Group / SevenOne Media = 6,381 mil IP El Cartel / RTL II = 5,197 mil. = 1,124 mil. Public stations = 587 mil. Others = 2,019 mil Period: 01/01-31/12/17 Basis: Above-the-line-Media Source: Nielsen Media Research SevenOne Media, Market Insights 24

25 Media Data main German TV stations Target group A yrs Ø-Rates* Break reach** CpT GRP*** CpG Audience share SAT ,31 39,74 0, ,4 ProSieben ,35 39,53 1, ,5 RTL ,44 39,79 1, ,2 kabel eins ,17 35,29 0, ,8 RTL II ,20 34,69 0, ,3 VOX ,25 34,49 0, ,2 ARD ,31 56,36 0, ,6 ZDF ,25 67,34 0, ,1 Rates, CpT and CpG in, Break reach in mil. viewers, Audience share in % * Ø-Rate of a 30 sec. spot, 03:00-03:00 a.m., TC ** Gross break reach, 03:00-03:00 a.m. *** Daily GRP, 03:00-03:00 a.m. on ad-break basis Basis: A yrs. All TV households Germany, TC 01-30, 01/01-31/12/2017 Source: AGF in co-operation with GfK / TVScope / SevenOne Media, Media Strategy & Analytics 25

26 German advertising market by industrial sector Spendings 1st January 31st December 2017 vs Top 10 industrial sectors (gross, Nielsen), ranked by TV spending 2017 Industrial Sectors Total TV Total TV Changes TV vs.16 in mil. in mil. in mil. in mil. in % Total 31,291 15,091 31,960 15, Trade and Shipment 4,184 2,172 4,645 2, Food 2,194 1,801 2,179 1, Cosmetics and Toiletries 2,335 1,849 2,264 1, Business Services 2,915 1,569 3,079 1, Motor Vehicles 2, , Pharmacy 1, , Media and Publishing 4,785 1,075 4, Beverages 1, , Telecommunication 1, , Finance 1, , Period: 01/01-31/12/17 vs. 01/01-31/12/16 Basis: Above-the-line-Media Source: Nielsen Media Research SevenOne Media, Market Insights 26

27 Top 10 advertisers in Germany Top 10 advertisers in Germany Total Market Top 10 advertisers in Germany TV Market Companies Total Market 2017 in mil. (gross) Companies TV Market 2017 in mil. (gross) Procter & Gamble Ferrero Volkswagen Telekom L Oréal Lidl Media-Saturn Amazon Sky Beiersdorf Procter & Gamble Ferrero L'Oréal Beiersdorf Amazon Reckitt Benckiser Sky Volkswagen Unilever Check Above-the-line-Media, excl. Intermediaere Source: Nielsen Media Research SevenOne Media Market Insights 27

28 Ein Unternehmen der ProSiebenSat.1 Media SE