German television advertising growth outperformed the market there during the first half of the year, in stark contrast to the UK TV market, the performance of which is set to be the poorest media sector in Europe (see Insight Analysis: Ad Downturn Could Get Worse Before It Gets Better).
According to ACNielsen data analysed by ABN Amro, the German TV ad market turned in a 1.6% fall for the first six months. This is a better performance than the 3.5% decline experience by the ad market as a whole. The public service broadcasters – ZDF and ARD – suffered from the difficult comparables of last June when the Euro 2000 competition was in full swing.
ProSiebenSat1 was the main beneficiary, according to ABN, with growth increasing from -2.9% in the first five months to 12.6% in June. RTL continues to lead the market, showing growth of 7.6% across the half, well above the market average.
| German Television gross advertising trends |
| |
H1 Growth |
| ProSieben |
2.9 |
| SAT1 |
-6.1 |
| KABEL 1 |
2.0 |
| n24 |
0.0 |
| ProSieben Group |
-1.0 |
| |
|
| RTL |
6.6 |
| RTL2 |
13.5 |
| Super RTL |
10.1 |
| VOX |
4.7 |
| RTL Group |
7.6 |
| |
|
| Total TV Market |
-1.6 |
| Total Ad Market |
-3.5 |
| |
|
| Source: ABN Amro estimates |
|
Across the full year, the German TV ad market is expected to show a growth of 0.7%; the UK, by comparison, is predicted to turn in a retraction of 4.3%.
| Advertising growth in 2001 |
UK |
France |
Italy |
Germany |
Spain |
Netherlands |
Europe |
| Television |
-4.3 |
1.2 |
4.5 |
0.5 |
2 |
0 |
0.4 |
| Radio |
0.4 |
5 |
6 |
2 |
5 |
4.5 |
3.4 |
| Magazines |
2 |
1 |
8.9 |
1 |
4 |
2.2 |
2.2 |
| Newspapers |
3 |
5 |
8.4 |
0 |
5 |
2.8 |
2.6 |
| Cinema |
4 |
5.5 |
4.1 |
4 |
9 |
3 |
4.7 |
| Outdoor |
5.5 |
0 |
8.3 |
8 |
7 |
3 |
4.3 |
| TOTAL |
0.4 |
2.2 |
6.1 |
0.7 |
3.7 |
2.2 |
2.1 |
| |
|
|
|
|
|
|
|
| Downgrade |
-2.8 |
-2.4 |
-1.5 |
-2.7 |
-1.1 |
-0.9 |
-2.1 |
| |
|
|
|
|
|
|
|
| Previous forecasts |
|
|
|
|
|
|
|
| Television |
1 |
3.8 |
5 |
2.5 |
4 |
4 |
3.1 |
| Radio |
5 |
4 |
10 |
3 |
5 |
5 |
5 |
| Magazines |
3 |
3 |
13 |
3.5 |
4 |
3 |
4.2 |
| Newspapers |
4 |
5.5 |
8 |
1.5 |
5 |
2 |
3.4 |
| All press |
3.7 |
4.3 |
10 |
2.2 |
4.7 |
2.4 |
3.7 |
| Cinema |
4 |
5.5 |
8 |
5 |
9 |
6 |
5.4 |
| Outdoor |
5.5 |
5 |
12 |
12 |
7 |
4 |
7.3 |
| TOTAL |
3.2 |
4.6 |
7.6 |
3.4 |
4.8 |
3.1 |
4.1 |
Source: ABN Amro estimates
