Teleshopping instead of spot advertising
Private German broadcasters are not making full use of the advertising cap, a study shows.
Last year, RTL and ProSieben Sat 1 were able to increase their legal
permissible upper limit for spot advertising. This is evident from
the research findings of the German Working Group of the
State Media Authorities, which publish current facts about six
private and two public channels in Germany
delivers. The advertising deficits of the private broadcasters examined amount to
amounted to 14 to 39 minutes per day. ARD and ZDF recorded 3 %
of the total advertising pie in the market for German TV channels.
With the exception of ProSieben, the private broadcasters continue to rely on
Teleshopping windows: In the spring of 2005, they aired corresponding
offers during 90 to 100 minutes of broadcasting per day, at Vox it was
even 140 minutes. Strong competition between the
public service and commercial programs makes the
study for sponsorship. More than a third of all analyzed
Sponsor information was broadcast on ARD or ZDF. The ZDF referred to the
most sponsorship references, with ARD in third place,
while Sat 1 follows in fifth place and RTL in seventh.
Receipts
that a public service should be provided by the public broadcasters.
transmitter actually still exists, there are a number of
political program segments. At ARD and ZDF, the number of
Information on political topics and events and on
socially relevant and controversial problems have a share of
16-18 % of the daily broadcasting time. The private channels used
for a maximum of 4 % (RTL), otherwise between 2 (Sat 1 and Vox) and 1 %
(ProSieben, Kabel eins and RTL 2) in broadcasting time.
