Ein A company Unternehmen belonging der to ProSiebenSat.1 Media Media AG AG Ort, Datum Munich, October 2015 German Media Flash Data September 2015
German Advertising Market
TV expenses increase Mediamix (gross, Nielsen), 1 st January 30 th September 2015 vs. 2014 in mil., changes vs. prior year 20,000 19,449 +3.3 20,091 10,000 +6.6-0.8-3.1 +0.1 +0.8 7.1 +9.7 +3.2 9,303 8,727 16,000 8,000 12,000 6,000 8,000 4,000 0 4,000 2,000 0 3,317 3,291 2,481 2,405 2,255 2,326 1,169 1,179 1,131 1,212 296 297 72 78 TV Newspapers Magazines SI Magazines Radio Out of Home Cinema Online Period: 01/01-30/09/15 vs. 01/01-30/09/14 Basis: Above-the-line-Media Source: Nielsen Media Research SevenOne Media, Market Insights 3
TV-Split TV-Split (gross, Nielsen), 1 st January 30 th September 2015 vs. 2014 in mil., changes vs. prior year 2,500 +3.9 +1.1 +3.1 +37.6 new new +9.3 +9.2 +6.1 +8.3 +54.5 +14.7-8.2-13.1 +8.1 +5.4 +2.6-6.4 2,000 1,500 1,622 1,497 1,640 1,441 1,800 1,968 1,000 500 0 699 721 113156 0 53 0 74 810 742 154164 72 78 51 79 532 610 206189 193 216 227 167 129140 228 233 529 495 Period: 01/01-30/09/15 vs. 01/01-30/09/14 Basis: Above-the-line-Media Source: Nielsen Media Research SevenOne Media, Market Insights 4
TV: Share of Advertising TV-Share of Advertising (gross, Nielsen), 1 st January 30 th September 2015 vs. 2014 25 20 15 18.6 17.6 16.516.1 21.2 20.6 10 5 0 8.07.7 1.31.7 0.6 0.8 8.58.7 1.8 1.8 0.8 0.8 0.6 0.9 6.1 6.6 2.42.0 2.2 2.5 2.6 1.8 1.5 1.5 2.4 2.5 6.1 5.3 Period: 01/01-30/09/15 vs. 01/01-30/09/14 Basis: Above-the-line-Media Source: Nielsen Media Research SevenOne Media, Market Insights 5
German sales houses: Share of advertising Share of Advertising (gross, Nielsen), 1 st January 30 th September 2015 3.8 11.8 ProSieben Sat.1 Group / SevenOne Media = 4.142 mil. 6.6 IP = 3.100 mil. 44.5 El Cartel / RTL II = 610 mil. Public stations = 356 mil. 33.3 Others = 1.096 mil. Period: 01/01-30/09/15 Basis: Above-the-line-Media Source: Nielsen Media Research SevenOne Media, Market Insights 6
RTL VOX SUPER RTL N - TV RTL Nitro N 24 RTL II ARD Das Erste ZDF SPORT1 Tele 5 Disney Channel DMAX Audience shares German TV stations Audience shares 1 st January 30 th September 2015 vs. 2014 A 14-49 yrs., 03:00 a.m.-03:00 a.m., Jan-Sep 2014 Jan-Sep 2015 16.0 14.0 13.4 13.2 12.0 10.0 8.0 6.0 10.9 10.9 9.0 9.4 5.5 5.3 6.8 6.6 6.3 6.0 7.9 6.6 7.3 5.8 4.0 2.0 1.4 1.4 1.4 0.6 1.0 1.1 1.9 1.9 1.0 1.0 1.5 1.8 1.2 1.3 0.8 1.0 1.0 1.0 0.9 1.0 1.8 1.8 0.0 Not including VIVA, MTV & Nick Basis: All TV households Germany (G+EU) Source: AGF in cooperation with GfK / TVScope / SevenOne Media, Media Strategy & Analytics 7
German advertising market by industrial sector Spendings 1 st January 30 th September 2015 vs. 2014 Top 10 industrial sectors (gross, Nielsen), ranked by TV spendings Sept. 2015 Industrial Sectors Total TV Total TV Changes TV ytd Sep 14 ytd Sep 14 ytd Sep 15 ytd Sep 15 15 vs.14 in mil. in mil. in mil. in mil. Total 19.449 8.727 20.091 9.303 6,6 Trade and Shipment 2.424 1.163 2.579 1.296 11,4 Food 1.439 1.187 1.527 1.229 3,6 Cosmetics and Toiletries 1.421 1.063 1.367 1.064 0,1 Business Services 1.515 735 1.766 911 24,0 Telecommunication 991 602 1.161 793 31,7 Media and Publishing 3.050 660 3.102 673 1,9 Beverages 822 484 837 522 7,9 Motor Vehicles 1.650 559 1.610 522-6,6 Pharmacy 769 455 853 465 2,3 Finance 864 393 845 413 5,1 Basis: Above-the-line-Media Source: Nielsen Media Research SevenOne Media, Market Insights 8
SevenOne with increasing audience share, IP is loosing constantly SevenOne Media; Audience share, YTD, A 14-49 yrs. 30 25 20 15 10 5 27.6 28.4 29.5 1.0 1.1 1.1 0.6 1.4 1.4 1.4 5.6 5.5 5.3 11.2 10.9 10.9 9.3 9.0 9.4 ProSieben MAXX* SAT.1 Gold** sixx kabel eins ProSieben SAT.1 IP Deutschland; Audience share, YTD, A 14-49 yrs. 35 30 25 20 15 10 5 26.4 24.6 24.5 0.8 1.0 2.1 7.7 14.7 1.5 1.8 1.0 1.0 1.9 1.9 6.8 6.6 13.4 13.2 RTL Nitro*** n-tv SUPER RTL VOX RTL 0 2013 2014 2015 0 2013 2014 2015 *ProSieben MAXX: Start 03/09/13; **SAT.1 Gold: Start 17/01/2013; ***RTL Nitro: Start 01/04/2012 Period: 01/01/-30/09/2013 vs. 01/01-30/09/2014 vs. 01/01-30/09/2015, 03:00 a.m.-03:00 a.m., Mon.-Sun. Basis: All TV households Germany (G+EU), Source: AGF in cooperation with GfK / TVScope / SevenOne Media, Media Strategy & Analytics 9
ProSiebenSat.1 Stations Newsflash
SevenOne Media still clearly ahead of IP Audience share, A 14-49 yrs. 31 30 29 28 27 26 25 24 23 22 21 20 30.8 30.8 30.2 30.2 29.7 29.4 29.3 29.6 29.7 30.0 30.2 29.6 29.2 27.8 26.7 26.1 24.9 25.2 25.3 24.5 24.5 23.7 24.0 23.9 23.6 23.9 23.4 23.5 August Sep Oct Nov Dec Jan Feb Mar Apr May June July August Sep 29.5 ytd 24.5 ytd SevenOne Media IP Deutschland Period: 01/01/2014-30/09/2015; 03:00 a.m. - 03:00 a.m., Mon.-Sun. Basis: All TV households Germany (G+EU) Source: AGF in cooperation with GfK / TVScope / SevenOne Media, Media Strategy & Analytics
SevenOne Media also in September clearly ahead of IP Audience share, A 14-49 yrs., SevenOne Media 16.0 14.0 12.0 10.0 9.5 9.2 11.8 10.8 29.2 % (total) -1.0 %-Pt Audience share, A 14-49 yrs., IP 20.0 18.0 16.0 14.0 12.0 13.8 12.9 25.3 % (total) +0.4 %-Pt 8.0 6.0 4.0 2.0 5.6 5.0 1.3 1.6 1.4 0.9 1.2 1.2 10.0 8.0 6.0 4.0 2.0 7.4 6.7 1.9 2.1 0.9 1.0 1.8 1.6 0.0 SAT.1 ProSieben kabel eins sixx SAT.1 Gold* ProSieben MAXX** 0.0 RTL VOX SuperRTL n-tv RTL NITRO*** Sep 14 Sep 15 Sep 14 Sep 15 * SAT.1 Gold since 17/01/2013 ; **ProSieben MAXX since 03/09/2013; ***RTL NITRO since 01/04/2012 Period: 01/09-30/09/14 vs. 01/09-30/09/15, 03:00 a.m. - 03:00 a.m., Mon.-Sun. Basis: All TV households Germany (G+EU); Source: AGF in cooperation with GfK / TVScope / SevenOne Media, Media Strategy & Analytics 12
SAT.1: Freut euch drauf!* *Something to look forward to! Different. New. Better. Target audience: Adults 14-59 With big stars, fantastic stories and first-class programmes, SAT.1 keeps everyone entertained: like-minded people, extreme personalities and different generations within the relevant target audience. SAT.1 provides sensational TV entertainment across all genres. Prime US series, excellent in-house TV film productions, major TV events, the best, award-winning German series, major popcorn movies, captivating international success shows, moving reality television and more than six hours a day of bang up to date infotainment and magazine shows. 14
Day Time increasing Audience share, A 14-59 yrs. CPT: 01/01-30/09/2015 A 14-59 yrs. 14 12 10 8 6 9.4 9.6 12.4 12.2 11.2 11.311.1 10.4 9.0 8.8 9.0 8.7 CPT Index vs. RTL 03am-03am 18.95 91 06am-09am 11.74 83 09am-01pm 13.43 85 01pm-05pm 14.41 82 05pm-08pm 18.50 88 08pm-11pm 25.91 99 4 2 0 03am - 03am 06am-09am 09am-01pm 01pm-05pm 05pm-08pm 08pm-11pm 01/01-30/09/2014 01/01-30/09/2015 Basis: A 14-59 yrs. All TV households Germany [G+EU] CPT: TA 1-30, 01/01-30/09/15 Source: AGF/GfK television research / TV Scope / Audience Research 15
SAT.1 Prime Time Performance Audience share Prime Time, A 14-59 yrs. 12 10 8 8.1 9.0 9.2 8.2 7.3 7.3 10.9 10.8 8.7 8.5 8.3 7.5 10.0 9.5 6 4 2 0 Mon Tue Wed Thu Fri Sat Sun 01/01-30/09/2014 01/01-30/09/2015 Period: 01/01-30/09/14 vs. 01/01-30/09/15, 08:00 p.m. - 11:00 p.m, Mon.-Sun. A 14-59 yrs., Basis: All TV households Germany [G+EU] Source: AGF/GfK television research / TV Scope / Audience Research 16
ProSieben - Next Level Entertainment Next level entertainment for Media s new generation Target audience: Adults 14-39 ProSieben keeps the digital native generation entertained and is the favourite channel amongst young target audiences. Broadcasting the most free blockbuster TV premières, the best casting shows and the most successful sitcoms, ProSieben turns television into a true multimedia event. 18
ProSieben reliable in all timeslots Audience share, A 14-39 yrs. CPT: 01/01-30/09/2015 A 14-39 yrs. 20 18 16 14 12 15.2 15.2 19.0 18.0 15.3 15.0 14.4 14.6 CPT Index vs. RTL 03am-03am 40.60 75 01pm-05pm 29.78 64 05pm-08pm 42.28 74 08pm-11pm 55.50 85 10 8 6 4 2 0 03am-03am 01pm-05pm 05pm-08pm 08pm-11pm 01/01-30/09/2014 01/01-30/09/2015 Basis: All TV households Germany [G+EU] CPT: TA 1-30, 01/01-30/09/15, Mon.-Sun., Index vs. RTL Source: AGF/GfK television research / TV Scope / Audience Research 19
ProSieben - Prime Time Performance Audience share Prime Time, A 14-39 yrs. 20 18 16 14 12 17.2 17.2 14.0 15.6 13.4 12.3 14.7 14.4 11.8 12.1 13.3 13.9 16.0 15.9 10 8 6 4 2 0 Mon Tue Wed Thu Fri Sat Sun 01/01-30/09/2014 01/01-30/09/2015 Period: 01/01-30/09/14 vs. 01/01-30/09/15, 08:00 p.m. - 11:00 p.m., Mon.-Sun. A 14-39 yrs., Basis: All TV households Germany [G+EU] Source: AGF/GfK television research / TV Scope / Audience Research 20
kabel eins: So sieht s aus!* * that s the picture! kabel eins: TV is our passion Target audience: Adults 14-49 Television made BY fans FOR fans - TV, just as it's meant to be! kabel eins provides the best films of all times, exciting US series and in-house productions such as 'Rosins Restaurants', 'Abenteuer Leben' and 'Mein Lokal, Dein Lokal' - a reliable line-up of programmes that corresponds precisely to the expectations of men and women in the target audience. 22
kabel eins - Performance Audience share, A 14-49 yrs. CPT: 01/01-30/09/2015 A 14-49 yrs 7 6 5 4 5.5 5.3 6.2 6.1 5.1 4.9 5.3 4.7 CPT Index vs. VOX 03am-03am 27.03 98 01pm-05pm 22.42 99 05pm-08pm 27.77 93 08pm-11pm 37.14 104 3 2 1 0 03am-03am 01pm-05pm 05pm-08pm 08pm-11pm Basis: All TV households Germany [G+EU] CPT: TA 1-30, 01/01-30/09/15, Mon.-Sun., Index vs. VOX Source: AGF/GfK television research / TV Scope / Audience Research 23 01/01/-30/09/2014 01/01/-30/09/2015
kabel eins Prime Time Performance Audience share Prime Time, A 14-49 yrs. 7 6 5 4 5.7 4.9 5.4 4.5 5.8 5.1 5.2 4.9 5.9 4.4 5.2 4.9 3.8 4.5 3 2 1 0 Mon Tue Wed Thu Fri Sat Sun 01/01-30/09/2014 01/01-30/09/2015 Period: 01/01-30/09/2014 vs. 01/01-30/09/2015, 08:00 p.m. - 11:00 p.m., Mon.-Sun. Basis: All TV households Germany [G+EU] Source: AGF/GfK television research / TV Scope / Audience Research 24
sixx: Das will ich auch!* * I want that, too! sixx is more than just a TV channel. It's a way of life. Target audience: Women 14-39 No woman should have to go without sixx. Every woman wants it. Every woman loves it. Every woman craves it. It-television, one of the smaller channels which is well set to become one of the biggest. And sixx is well on its way with ratings that are constantly on the rise. As a pioneer in high heels, sixx knows exactly what women want. And this also includes a perfect mix of TV première series and the best cult series, with the line-up rounded off with ready-mades and in-house productions. 26
sixx: increasing Pre- and Prime Time Audience share, F 14-39 yrs. CPT: 01/01-30/09/2015 F 14-39 yrs. 4.0 3.5 3.3 3.5 CPT Index vs. VOX 03am-03am 45.76 58 3.0 2.5 2.0 2.5 2.7 2.6 2.5 2.1 2.4 01pm-05pm 36.55 72 05pm-08pm 44.15 49 08pm-11pm 61.93 59 1.5 1.0 0.5 0.0 03am-03am 01pm-05pm 05pm-08pm 08pm-11pm 01/01-30/09/2014 01/01-30/09/2015 Basis: F 14-39 yrs. All TV households Germany [G+EU] CPT: TA 1-30, 01/01-30/09/15, Source: AGF/GfK television research / TV Scope / Audience Research 27
Prime Time: successful theme nights Audience share, W 14-39 yrs. 3.5 3.1 3.0 2.9 2.5 2.0 2.5 2.3 1.9 2.3 2.1 1.5 1.0 0.5 0.0 Mädelsabend Crime Fever Factual on Wednesdays Mystery Night Mystery Night German feature films on Saturdays Movie Mania Basis: W 14-39 yrs. 01/01-30/09/2015 Mon.-Sun. 08:00 p.m. -11:00 p.m. Source: AGF/GfK television research / TV Scope / Audience Research Media Planning & Strategy 28
SAT.1 Gold: the channel for self-confident strong women * For everybody who s heart watches with them! Für alle, die mit dem Herzen sehen.* Target audience: Women 40-64 SAT.1 Gold attracts women in their best years, appealing to self-confident women who feel younger at heart. Our viewers are worth their weight in gold and this is, of course, reflected in our line-up. Television entertainment gems, hit shows and favourite, cultstatus series, starring a whole host of familiar old faces. But also brand new, modern magazines full of tips, information and reports on all those subjects that make life a little more special every day. 30
Great performance in all timeslots Audience share, W 40-64 yrs. 5.0 4.5 4.0 3.5 3.0 2.5 2.0 1.5 1.0 0.5 1.1 2.2 4.5 3.2 2.6 2.7 1.3 1.2 1.3 1.3 0.7 1.2 CPT: 01/01-30/09/2015 W 40-64 yrs. CPT Index vs. ZDF 03am-03am 20.87 69 01pm-05pm 17.47 63 05pm-08pm 18.90 62 08pm-11pm 29.08-0.0 03am-03am06am-09am09am-01pm01pm-05pm05pm-08pm08pm-11pm 01/01-30/09/2014 01/01-30/09/2015 Basis: All TV households Germany [G+EU] W 40-64 yrs. CPT: TA 1-30, 01/01-30/09/2014 vs. 01/01-30/09/2015, Mon.-Sun., Index vs. ZDF Source: AGF/GfK television research / TV Scope / Audience Research 31
Prime Time - growth on every evening Audience share Prime Time, W 40-64 yrs. 2.0 1.8 1.6 1.8 1.5 1.4 1.2 1.0 0.8 0.8 1.0 1.1 0.7 0.7 0.9 0.9 0.9 0.8 0.9 0.9 0.6 0.4 0.4 0.2 0.0 01/01-30/09/2014 01/01-30/09/2015 Basis: All TV households Germany [G+EU] W 40-64 yrs., (14.02 mil.) Period: 01/01/-30/09/2015, Mon.-Sun., 08:00 p.m.-11:00 p.m. Source: AGF/GfK television research / TV Scope / Audience Research 32
ProSiebenMAXX: Different by Quality ProSiebenMAXX Demanding television Target group ProSieben MAXX: M 14-39 years. Target group Anime Action: K 6-13 y. ProSiebenMAXX is a hit with men who are mature, yet are still young at heart. Men who are discerning and like to treat themselves. Our viewers love American fiction, especially in the original version. They expand their horizons with fascinating magazines and first-class documentaries. Anime Action completes the programme in the afternoon with the best Anime line-up in German television. 34
Strong performance during Prime Time Audience Share, M 14-39 yrs. CPT: 01/01-30/09/2015 M 14-39 yrs. 3.0 2.8 2.6 2.7 CPT Index vs. DMAX 2.5 2.0 1.9 1.9 1.9 2.2 1.9 2.2 2.2 03am-03am 55.52 103 01pm-05pm 34.60 79 1.5 1.0 1.2 1.5 05pm-08pm 63.28 87 08pm-11pm 70.34 101 0.5 0.0 03am-03am06am-09am09am-01pm01pm-05pm05pm-08pm08pm-11pm 01/01/2014-30/09/2014 01/01/2015-30/09/2015 Basis: All TV households Germany [G+EU] M 14-39 yrs. CPT: TA 1-30, 01/01-30/09/2015, Mon.-Sun., Index vs. DMAX Source: AGF/GfK television research / TV Scope / SevenOne Media 35
ProSiebenMAXX development Audience share, M 14-39 yrs. 2.5 2.0 1.5 1.4 1.5 1.7 1.5 1.9 1.6 1.6 1.9 1.7 2.0 2.0 1.9 1.9 1.0 0.5 0.0 Sep 14 Oct 14 Nov 14 Dec 14 Jan 15 Feb 15 Mar 15 April 15 May 15 June 15 July 15 Aug 15 Sep 15 Basis: All TV households Germany [G+EU] M 14-39 yrs., Period: 01/09/2014-30/09/2015, 03:00 a.m.-03:00 a.m. Source: AGF/GfK television research / TV Scope / SevenOne Media 36