ProSiebenSat.1 TV Deutschland 2019: strong station brands – digital and linear / The brands ProSieben, SAT.1, Kabel Eins and sixx take stock
- TV market share of the broadcasting group increases by 0.4 percentage points / Best annual figure since 2015
- Video views across all stations go up 11% year on year
- Digital viewing time increases by a strong 30.2% (Jan.-Nov.)
- Over 160 TV premieres of local formats
- Successful Joyn market entry: over 5 million app downloads since launch
Unterföhring, December 27, 2019. Strong linear brands: The linear formats of the brand families ProSieben (ProSieben and ProSieben MAXX), SAT.1 (SAT.1 and SAT.1 GOLD), Kabel Eins (Kabel Eins and Kabel Eins Doku) and sixx grew for the second time in a row and increased by 0.4 percentage points compared to 2018 (2018: 27.8% market share / 2019: 28.2% market share) – this is the best annual market share since 2015.
Strong digital brands: Both video views and digital viewing time grew at double-digit rates. Video views were up 11%, and digital viewing time was up 30.2%.
Strong content output: This year, the stations launched over 160 local formats – including TV premieres such as “The Masked Singer”, successfully launched brands such as “The Voice of Germany” and unforgettable TV moments such as the 15 live minutes of Joko & Klaas.
More platform for unique content: The streaming platform Joyn has notched up over five million app downloads since its launch in summer 2019, offers over 60 live stream stations and added the exclusive Joyn PLUS+ offering at the end of November. Also since November, the “Galileo” app has been available for download with specially produced content, all fully subtitled and in vertical format.
The brand families in detail:
ProSieben and ProSieben MAXX
Digital growth and new brands: 2019 has been a successful year for ProSieben
“2019 has been a really good year for ProSieben. We were significantly more successful than in previous years, especially in the supreme discipline of TV making, and created three major new entertainment brands with 'The Masked Singer', 'Joko und Klaas gegen ProSieben' and 'Queen of Drags'. ProSieben shows: Traditional TV continues to have a disproportionately high appeal”, said station manager Daniel Rosemann, drawing a positive conclusion for 2019. With a market share of 38.5% (ages 14 to 49), the finale of “The Masked Singer” crowned the show series that has breathed new life into the TV campfire like no other. “Our major established show brands such as ‘Germany’s next Topmodel – by Heidi Klum’ and ‘Das Duell um die Welt’ have expanded their digital performance in 2019 alongside increasing TV market shares”, said Rosemann. “'Late Night Berlin’ is our first program to have more viewing minutes online than on TV, despite increasing its TV performance. This is a historic step for the entertainment brand ProSieben.”
In addition, many special broadcasts by ProSieben became the talk of the nation: “ProSieben Spezial: Der Regenwald brennt”, the “Green Seven Report”, “ProSieben Spezial: Deutsche an der ISIS Front” and Thilo Mischke's report series “Uncovered”. After the first “Joko & Klaas LIVE” aired in May 2019, a lot of critics praised the statements calling for more compassion as “a historic TV moment”.
Overall in 2019, ProSieben performed 0.1 percentage points better than in the previous year, increasing its market share to 9.6% (ages 14 to 49). Among very young viewers (ages 14 to 29), ProSieben became market leader with a market share of 14.5% – and reached an incredible 60% more young viewers than Das Erste and ZDF combined. ProSieben grew disproportionately in the digital segment: The number of video views increased by a very pleasing +9% in 2019 compared to the previous year.
“ProSieben is the youngest and best-positioned German TV brand among the full-service channels”, said Daniel Rosemann. “That is why ProSieben is Germany’s most valuable and most important entertainment brand. For 2020, we will expand our commitment to German fiction, on top of our show competence. For the first time in years, ProSieben will show German series in prime time.”
Still on record course! With a market share of 1.7% in 2019, ProSieben MAXX celebrates the most successful year since station launch
ProSieben MAXX remains in the fast lane and flexed its muscles in 2019 with daily market shares of up to 4.2% (ages 14 to 49). Audience interest in American football continues to grow: ProSieben MAXX celebrated a record season with its NFL broadcasts and is on average more than 20% above last year's viewing figures. With college football, the station has established a further day of football. The Rugby World Cup made its mark. ProSieben MAXX closed the year with a strong 2.8% market share in its core target group (14- to 39-year-old men). Digital viewing figures grew by 7% year on year. Station manager Daniel Rosemann: “We are continuing the success story of ProSieben MAXX: The NFL is celebrating new ratings records. We have made our mark with college football, rugby and soccer. Our mix of sports, anime and docutainment is very popular. ProSieben MAXX is celebrating the most successful year in its station history and plans to continue growing.”
SAT.1 and SAT.1 GOLD
In 2019, SAT.1 scores with its strong reality brands and the best morning show in Germany / Digital viewing time grows 11.7%
SAT.1 managing director Kaspar Pflüger: “2019 was a challenging year. I am particularly pleased about three successes: ‘Promi Big Brother’ was able to maintain its strong digital and linear level in 2019, and achieved its strongest finale in four years with a market share of 18.7%. ‘Hochzeit auf den ersten Blick’ increased its TV reach – completely against the trend. The latest season was watched by an average of over 2.14 million viewers, the highest rating since 2014. And with ‘Das große Backen – Die Profis,’ we were able to expand our successful format world on baking. This shows us that we can reach the viewers on all platforms with our strong reality brands. That is why we will focus on this flavor more and expand our reality content in a big way. In 2020, we will be much louder. Right at the beginning of the year, the nude experiment ‘No Body is perfect’ and the anniversary season of the mother of all reality shows, ‘Big Brother 2020,’ will start.”
In 2019, SAT.1 also made its mark with shows: “LUKE! Die Greatnightshow” created headlines for weeks and “The Voice Kids” winners Mimi & Josefin (more than 40 million video views) and “The Voice” winner Claudia Emmanuela Santoso (more than 50 million video views) broke online records with their clips. The winners in 2019 once again included “SAT.1 Frühstücksfernsehen,” which is and remains the most successful morning show on German TV with up to 20.7% market share. SAT.1 ended 2019 with a market share of 7.8% (ages 14 to 49; core target group ages 14 to 59: 7.6% market share). The digital total video view time (TVV), i.e. the time the content of the SAT.1 broadcasting family was viewed on all digital platforms, grew by an excellent 11.7% (+950 million minutes) in 2019.
Record year for SAT.1 GOLD: 3.0% market share in the core target group
Kaspar Pflüger: “SAT.1 GOLD is continuing its success story and has grown for the second year in a row in its core target group.” The station achieved a new record market share of an outstanding 3.0% among 40- to 60-year-old women (+0.2 percentage points vs. 2018). The station celebrated another record year among the 14- to 49-year-old viewers as well and confirmed its market share of a strong 1.6% (2018: 1.6% market share). With a successful mix of unique in-house factual formats such as “Lenßen live – Der Kultanwalt am Telefon”, sustainable animal welfare such as “Haustier sucht Herz” or classic series such as “Unsere kleine Farm”, SAT.1 Gold attracted large numbers of viewers in 2019 and, with a daily market share of up to 3.7%, recorded its best figure since the station was launched (ages 14 to 49). Video views on the digital platforms grew by 22% year on year.
Kabel Eins and Kabel Eins Doku
Return to the top 5: Kabel Eins growing / station manager Marc Rasmus: “Milestones established”
“This year was as successful as it was extraordinary for Kabel Eins”, said station manager Marc Rasmus. “With ‘Bundespolizei LIVE’, we were the first station to introduce the live factual genre to German television. Another milestone was the first real-time open-heart surgery. Both formats thrilled audiences on TV as well as on social media and once again impressively underlined our promise of credible, honest programming. With these innovations, strong in-house productions and cult film classics, we are increasing our market share against the trend. Digitally, we are growing more dynamically than ever.” At more than 350 million, the number of video views tripled compared to the previous year. In linear television, the market share increased by 0.2 percentage points to an outstanding 5.2%. Kabel Eins has thus regained fifth place among German private stations after eight years. Another success factor is the early evening programming. All three in-house formats improved significantly – above all “Abenteuer Leben täglich” with the best figures in eight years. In prime time, “Trucker Babes” marked the best in-house production for over six years. For Marc Rasmus, the goals for 2020 are “to take the next steps in live factual, to continue the dynamic growth in digital and to maintain our position in the top 5 of German private stations.”
Second year in a row: No one is growing as dynamically as Kabel Eins Doku
“Kabel Eins Doku is showing phenomenal development and is Germany’s fastest-growing TV station for the second year in a row”, station manager Marc Rasmus explained. The recipe for success, consisting of a broad program offering and a clearly structured program schedule, is attracting more and more viewers. Kabel Eins Doku increased its market share to 0.9% in 2019 and, as in the previous year, has grown more dynamically than any other TV station in Germany. Popular formats such as “Die Schatzsucher von Oak Island” and “Unerklärliche Phänomene” are holding their own in prime time with up to 2.0% market share.
sixx with best half-year result since station launch / Young women returning
Women power in the second half! With a market share of 1.5%, sixx achieved the best half-year since station launch (Jul.-Dec., ages 14 to 49; full year: 1.4% market share). In 2019, sixx increased its digital total video view time by a fantastic +67.6%. And also in the core target group (14- to 39-year-old women), things are going well on TV with a total of 1.8%. Wiebke Schodder, sixx station manager: “My three sixx highlights for 2019 are firstly: We have won back young women, our figures among 14- to 39-year-old women increased by 0.4 percentage points compared to the first half-year. Secondly: Watching favorite series is not a question of platform. sixx is not just showing US series; we have also established series from other markets such as the telenovela ‘Total Dreamer’ or the anime ‘Sailor Moon Crystal’. And thirdly: With our puppy trainer we have started a new successful in-house production, which we will develop across all platforms in 2020.”
Basis: Market standard TV
Source: AGF in cooperation with GfK | videoSCOPE | Google Analytics I Webtrekk I YouTube Analytics I Joyn I ProSiebenSat.1 TV Deutschland | Business Intelligence
Prepared: December 27, 2019, for the period from January 1, 2019, to December 26, 2019; weighting preliminary: December 23, 2019, to December 26, 2019. TVV for the period from January to November (2019 vs. 2018). Video views for the period from January 1, 2019, to December 23, 2019. Group market shares: Calculation across total station market shares including all decimal places – thus, deviation from the totals of the individual station market shares is possible. If not stated otherwise, all market shares for viewers between 14 and 49 years old