Newsletter 04.04: All Article List

Children’s TV consumption in Europe

EUROPE | Programming trends | 01.04.2004| FLASH April 2004

According to the latest Kinderwelt Survey, Television is by far the favourite leisure activity of German children aged 6-13 old. 76% of them watch television when they stay at home, far greater than those who listen to music (28%) or play with Gameboy (14%). More than one third of German children own their own TV set.  

Children’s TV consumption in German-speaking territories

On average, German children 3-13 watched TV for  97 minutes per day in 2002. The TV consumption grows with the age of the child and is higher on weekends (see. Chart).

Super RTL, KIKA ( a non commercial public children channel), RTL and RTL II are the favourite children’s channels.
TV Broadcasters also enjoy presence in the internet with  Super RTL having the #1 children’s website  www.toggo.de. Potential for cross-activities is huge, with surveys indicating that  2.7 million German children aged between 6-12 surf on the internet.

Audience shares (%) - Jan.04 Children 3-13/ 06:00 – 20:15

Source: AGF/GfK Panel (D+EU), Mon-Sun.

Super RTL is a joint-venture between RTL and Disney. Super RTL  leads the audience, with an average 2003 audience share of 28% against children 3-13 (Mo-Su, 6:00-20:15). The daytime schedule is totally devoted to children with different branded slots  like Toggo Lino for small children, Toggo for children 6-10 or broad appeal  Toon Disney segments in access prime Time. Super RTL is also the channel preferred by mother’s for their children to watch,  and in 2003 50% of them watched super RTL with their kids (13:00-20:15).

RTL II is the German leading channel on teens 10-19, and the second one on children. Children’s programs are broadcast in the afternoon. The line-up mostly includes popular manga series and sitcoms. In 2004 RTL II will offer  new episodes from its key animation series like  Digimon , Pokemon and Yu-Gi-Oh!. Since January 2004 RTL II  has also introduced a branded KIDS‘ time slot with Warner worldwide, showing successful animation classics like Tom&Jerry Kids ; Sylvester&Tweety mysteries or Steven Spielberg’s  Animaniacs or Pinky & the Brain. KID’s WB is broadcast on weekdays from 13:00 to 14:00.

 

Both RTL II and Super RTL have extended their reach to all the German-speaking territories and are highly popular in Switzerland and Austria too. Both TV channels offer specific Austrian and Swiss advertising windows for advertisers. For instance, since March 2004, Super RTL offers advertisers the opportunity to exclusively target Swiss children and their mothers.

 

Children’s TV consumption in Belgium

 

As in most European countries, television fills a great deal of children’s time. Television is the most popular leisure activity for Belgian children.
The Northern (Flemish)  and the Southern (French-speaking) parts of the country are nevertheless two distinct TV markets : each area has its own stations  to offer - broadcast in local language. Overall, children in South Belgium spend more time watching TV  when compared to their Flemish counterparts.

Daily viewing time per individual (min.) Children 4-14 / 2002

Source : CIM audimetrie/ all day

In the South  the commercial TV station CLUB RTL  is the dominant  TV player for  the target children 4-14.
Club RTL devotes a large part of its daytime programming to children with a complete range  of classic cartoons, mangas series and Disney productions. Access prime time targets children and their mothers with family and youth series. In 2003, “The Simpsons” was the most successful program among children in South Belgium.

Children’s Audience shares (%) 15:30-20:30 / Jan.-March.18, 2004

Source : Audimetrie CIM South / children 4-14 / Mon.-sun.

In the North the ad-free public children’s broadcaster Ketnet leads the audience. In order to suit the advertisers’ needs private broadcasters have successfully extended their children’s offer over the last months. 
VTM, the leading Flemish private station,  has been particularly successful with “Tam Tam”, which is a  daily morning children’s slot. Tam Tam is  targeted towards children  4-10 years old, with Flemish children’s shows and International cartoons such as “The Powerpuff girls” or “Hamtaro. Tam Tam is now also broadcast on Wednesday afternoons (Half day at school ).
Sister channel Kanaaltwee has also a dedicated children/ teens slot in the early morning and the afternoon : “Cake” targets teens 9-16 with mangas (Dragonball Z), live action series and sitcoms.

ANTENA 3 first for Spanish children

In a country where satellite and cable penetration remains low, only terrestrial channels can effectively reach Spanish children. ANTENA 3 is the leading channel on children 4-12, with a Total day audience of 22% on this target (1st Quarter 2004).
Alongside the enduring phenomenal success of The Simpsons on this target, ANTENA 3 also offers a successful children’s program slot named MEGATRIX on weekend mornings. Megatrix is also broadcast on weekdays during school holidays. It offers cartoon series such as Yu-Gi- Oh, Jimmy Neutron or Sponge Bob ,one of the new series which joined MEGATRIX at the beginning of 2004...

Plug TV launched successfully on February, 13th 2004

BELGIUM | TV | 01.04.2004| FLASH April 2004

A great sense of humour (South Park), a spark of madness (Jackass- Dirty Sanchez), cult series (Sex and the city; Alias; X-Files; Dawson’s creek…) a touch of real TV (Pop Idol; the Bachelor) and a strong musical environment: that’s the cocktail offered by Plug TV!

Thanks to this programming strategy, 64% of the coveted target 15-34 plugged in to the youth TV station. Plug TV recorded a 5.1% Market Share in peak time (18h30- 22h30).
Through the unconventional programming  Plug TV has achieved its goal to appeal to the versatile young generation with a selectivity index of 165 against target 15- 34 (versus 15+).

Audience share (%)- Adults 15- 34 / 18:30- 22:30

Source: CIM SUD / From Feb. 16th to March 7th 2004

RTL II: a booming year !

GERMANY | TV | 01.04.2004| FLASH 2004.04

The Munich based TV channel is ready for a competitive  2004, with a strong focus on young audiences and programmes which position RTL II as one of the most innovative and trend setting TV stations in the German-speaking territories.

RTLII has reached an audience share of 11.1% in March 2004 on Adults 14-29, which represent an increase of 44% in comparison to March 2003 and an increase of 16% in comparison of February 2004 ! On Adults 14-49, audience share comes to 8.4% in March 2004.

In 2003 RTL II reached an average 7.1% all day market share on the relevant advertising target group 14-49, and 9% on young 14-29%. To compare with the previous year, RTL II won 1.4 point (5.7% in 2002 alll day) on Adults 14-49.

Key of this success is the unconventional ideas and its programming focus on movies & series, docusoaps and docutainement, music and young programmes, RTL II should continue to build up its ratings and its values: entertainment, freshness and innovation.

2004 will experience a variety of programme highlights, such as the fifth instalment of Big Brother – which for this year will last 365 days! (everyday at 19.00) and focuses on the social relations between the inhabitants. Even for its 5th season, Big Brother is already a huge success as it reached audience shares of over 15% on Adults 14-49.

The 2nd season of  the thriller-series “24” will also return on RTL II.
RTLII’s strength  in Children’s programs will be further enlarged with a new one hour block of Warner Bros cartoons (“Kids' WB“) and new episodes of the successful Mangas series (Digimon, Beyblade, YuGiOh!, ...).

Primetime is a strong part of the programming, with 3 movie nights a week, strongly appealing to men with movies including “Assassins”, “the patriot”, “the 13th warrior” or “From Dusk till dawn”. Prime Time  drama series are also attracting a huge young male following: Stargate SG1, 24, Andromeda, Witchblade, ...

Over the last two years RTL II has become the home of the most successful docu-soap formats and magazines with series such as “Under construction” (property format) or ‘Wife Swap’ series. New innovative formats will constantly hit the screen in 2004 and complement the returning series to lure the  young women ‘s audience. 

Crime investigations, docu series and people magazines are reconducted as  the cornerstone of late night programming.
With a solid reputation and growing ratings RTL II will be once again in 2004 be the channel that makes advertisers happy !

Audience Share RTL II in %:

Get the music with Eldoradio!

LUXEMBOURG | Radio | 01.04.2004| FLASH April 2004

Eldoradio is the music radio station for young people in Luxembourg. The 2nd radio station (RTL is number 1) aims at further developing its appeal for its core audience target of Young Adults 15- 34.

To achieve this goal, Eldoradio has undergone complete rebranding,and decided to reinforce its team and to provide a revamped music and news format. Interactivity is the key word in order to be closer to its listeners.

Get the bonus with Eldoradio!

To celebrate its new ambitions, Eldoradio launches the MEGAWEEK package from : 4 spots (30 sec) a day during 7 days for only €2 156 Euros (a 25% discount on normal rates available between March and June 2004).

New TV channel in Luxembourg

LUXEMBOURG | TV | 04.04.2004| FLASH April 2004

On March 15 a new TV channel “Den 2. RTL” was born in Luxembourg. It joins the  oldest channel of the RTL Group, RTL Télé Lëtzebuerg, which has been on air since 1969. This is the start of a whole family of RTL channels in the EU’s smallest but wealthiest state.

DATA : Toys Survey

EUROPE | Marketing Data | 01.04.2004| FLASH April 2004

Through the vast marketing resources of our media, we are able to tap into a  wealth of information to create an exclusive choice of international surveys that suit advertisers & advertising agency requirements .
Don’t hesitate to contact your local IP NETWORK office to get a list of available presentations !

	Source : Germany : Nielsen S+P / Spain : Infoadex / France : TNS Media Intelligence / Belgium : MDB