TV 3 grazed everywhere
SF DRS lost market share last year—as did most other major broadcasters
SF DRS lost market share last year - as did most other major broadcastersBy Daniel SchifferleTV 3 is becoming noticeable for many other broadcasters: SF DRS lost market share last year, as did most German broadcasters. However, SF DRS was able to make up ground with children and young people.
Swiss television DRS is on the decline: SF 1 lost 1.5 market share points last year (primetime, target group 3+). The overall result was cushioned by
SF DRS, however, thanks to an increase of 0.4 market share points for SF 2. Thanks to the European Football Championships and the Olympic Games in Sydney. Among the other Swiss German channels, Tele 24 was unable to further increase its market share last year. The station stagnated at 2.6 percent. TV 3, which is reporting audience figures for a full year for the first time, achieved a market share of
3.5 percent.
And these viewers that TV 3 gained were lost to other broadcasters. This is because the German-speaking Swiss did not watch more TV in 2000 than in the previous year. The average viewing time remained at 137.4 minutes per day, which corresponds to only a minimal increase of 24 seconds. This means that viewers are no longer being attracted to TV by attractive sporting events and new channels, they are simply putting together their TV menu differently.
However, we can only speculate as to exactly which channel lost how much to TV 3. The fact is that the majority of foreign channels also stagnated or lost audience (see table). However, Sat 1 suffered the most, losing 0.6 market share points. Or Pro 7, which is the second biggest loser among the German channels with a loss of 0.4 market share points.
But there are also winners, such as Kabel 1. The oldies movie channel increased its market share by 0.4 points, making it the biggest viewer winner of the past year together with SF 2. One possible reason for the upward trend at Kabel 1: the news situation was less dramatic last year than in the previous year, which could have led to a lower demand for current affairs programs.
In other words, when the "Tagesschau" on SF DRS was boring, older viewers in particular zapped over to Kabel 1 to watch a suitable movie. Nevertheless, the balance for the Swiss TV market should be positive. Thanks to TV 3, Swiss TV broadcasters have gained some audience overall. This also pleases media planners, who like to see Swiss audiences watching more Swiss programs. On the other hand, this development is uncomfortable for advertising window marketers, who have noticeably lost market strength with Sat 1 and Pro 7.
SF 2 on the hunt for the very young viewers
SF 2, the young channel of SF DRS, made further progress in its hunt for young viewers. Its audience was on average nine years younger than that of SF 1 in prime time and 12 years younger in the all-day comparison. A significant step forward was made in the target group of children and young people (3 to 14 years), where SF 2 improved by a whole 4.3 to 14.4 market share points.
The jump was mainly due to the "Nickelodeon" productions, which are broadcast daily between 10 am and 5 pm. However, despite this race to catch up, Swiss television is not yet in the top spot with kids. In the same time slot (10 a.m. to 5 p.m.), RTL 2 and Super RTL are still ahead with a 15.9% and 15.7% market share respectively among 3 to 14-year-olds.
It was a different story at the weekend. SF 2 can claim a top position among children and young people. This is in the Junior time slot between 6 and 9.55 am. Here, the station is in first place with 15.5 market share points, followed by TV 3 (12.7), RTL (10.4) and Pro 7 (8.5).
However, SF 2 did not only strengthen its position among the youngest viewers last year. It also made progress in the target group of young adults (15 to 24 years), where the channel increased its market share by 1.4 to 8.8 market share points. However, as in the previous year, SF 2 is only in 5th place in the target group. Pro 7 (17.2 market share points), RTL (10.6), ARD (10.0) and RTL 2 (8.9) are still more popular with young adults. SF DRS will therefore have a lot of work to do over the next few years to regain popularity among very young viewers.
Development of market shares
Swiss television DRS is on the decline: SF 1 lost 1.5 market share points last year (primetime, target group 3+). The overall result was cushioned by
SF DRS, however, thanks to an increase of 0.4 market share points for SF 2. Thanks to the European Football Championships and the Olympic Games in Sydney. Among the other Swiss German channels, Tele 24 was unable to further increase its market share last year. The station stagnated at 2.6 percent. TV 3, which is reporting audience figures for a full year for the first time, achieved a market share of
3.5 percent.
And these viewers that TV 3 gained were lost to other broadcasters. This is because the German-speaking Swiss did not watch more TV in 2000 than in the previous year. The average viewing time remained at 137.4 minutes per day, which corresponds to only a minimal increase of 24 seconds. This means that viewers are no longer being attracted to TV by attractive sporting events and new channels, they are simply putting together their TV menu differently.
However, we can only speculate as to exactly which channel lost how much to TV 3. The fact is that the majority of foreign channels also stagnated or lost audience (see table). However, Sat 1 suffered the most, losing 0.6 market share points. Or Pro 7, which is the second biggest loser among the German channels with a loss of 0.4 market share points.
But there are also winners, such as Kabel 1. The oldies movie channel increased its market share by 0.4 points, making it the biggest viewer winner of the past year together with SF 2. One possible reason for the upward trend at Kabel 1: the news situation was less dramatic last year than in the previous year, which could have led to a lower demand for current affairs programs.
In other words, when the "Tagesschau" on SF DRS was boring, older viewers in particular zapped over to Kabel 1 to watch a suitable movie. Nevertheless, the balance for the Swiss TV market should be positive. Thanks to TV 3, Swiss TV broadcasters have gained some audience overall. This also pleases media planners, who like to see Swiss audiences watching more Swiss programs. On the other hand, this development is uncomfortable for advertising window marketers, who have noticeably lost market strength with Sat 1 and Pro 7.
SF 2 on the hunt for the very young viewers
SF 2, the young channel of SF DRS, made further progress in its hunt for young viewers. Its audience was on average nine years younger than that of SF 1 in prime time and 12 years younger in the all-day comparison. A significant step forward was made in the target group of children and young people (3 to 14 years), where SF 2 improved by a whole 4.3 to 14.4 market share points.
The jump was mainly due to the "Nickelodeon" productions, which are broadcast daily between 10 am and 5 pm. However, despite this race to catch up, Swiss television is not yet in the top spot with kids. In the same time slot (10 a.m. to 5 p.m.), RTL 2 and Super RTL are still ahead with a 15.9% and 15.7% market share respectively among 3 to 14-year-olds.
It was a different story at the weekend. SF 2 can claim a top position among children and young people. This is in the Junior time slot between 6 and 9.55 am. Here, the station is in first place with 15.5 market share points, followed by TV 3 (12.7), RTL (10.4) and Pro 7 (8.5).
However, SF 2 did not only strengthen its position among the youngest viewers last year. It also made progress in the target group of young adults (15 to 24 years), where the channel increased its market share by 1.4 to 8.8 market share points. However, as in the previous year, SF 2 is only in 5th place in the target group. Pro 7 (17.2 market share points), RTL (10.6), ARD (10.0) and RTL 2 (8.9) are still more popular with young adults. SF DRS will therefore have a lot of work to do over the next few years to regain popularity among very young viewers.
Development of market shares
(MA in %, primetime, target group 3+)
Transmitter 1999 2000 +/-
SF 1 35.6 34.1 - 1.5
SF 2 6.6 7.0 + 0.4
Tele 24 2.6 2.6 -
TV 3 - 3.5 -
RTL 7.1 6.9 - 0.2
ARD 5.9 5.6 - 0.3
Per 7 5.3 4.9 - 0.4
Sat 1 5.0 4.4 - 0.6
ZDF 4.2 4.2 -
ORF 1 3.5 3.4 - 0.1
RTL 2 3.2 3.4 + 0.2
Cable 1 2.0 2.4 + 0.4
Super RTL 1.9 2.1 + 0.2
Vox 1.6 1.7 + 0.1
ORF 2 1.7 1.6 - 0.1
SW 3 1.2 1.4 + 0.2
Bavaria 3 1.1 1.1 -
Eurosport 1.0 0.9 - 0.1
3sat 0.7 0.7 -
DSF 0.6 0.5 - 0.1
Arte 0.5 0.5 -
Other 6.2 5.4 - 0.8
