Price list no. 42 from 1 January 2013 - ZDF Werbefernsehen

ice list no. 42
rom 1 January 2013

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2013 Contacts
ZDF Werbefernsehen GmbH
55100 Mainz
Tel.: +49 (0)6131 70-14022
Fax: +49 (0)6131 70-14395
Email: info@zdf-werbung.de
Internet: www.zdf-werbung.de
Executive Board
Hans-Joachim Strauch Tel.: +49 (0)6131 70-14020
Current information
www.zdf-werbung.de/Home
Secretariat
Fax: +49 (0)6131 70-14395
Theresa Schneider Tel.: +49 (0)6131 70 -14021
Email: schneider.th@zdf.de
Thomas Wiggert Tel.: +49 (0)6131 70-14022
Email: wiggert.t@zdf.de
Assistants to the Executive Board
Fax: +49 (0)6131 70-14395
Nicole Bohne Tel.: +49 (0)6131 70-15859
Email: bohne.n@zdf.de
Janina Schulzke Tel.: +49 (0)6131 70-15465
Email: schulzke.j@zdf.de
Finance and Controlling
Fax: +49 (0)6131 70-14395
Gundolf Renner Tel.: +49 (0)6131 70-17989
Email: renner.g@zdf.de
‘Mainzelmännchen’ (commercial break separators)
Fax: +49 (0)6131 70-14395
Brigitte Tenter Tel.: +49 (0)6131 70-14228
Email: tenter.b@zdf.de
Press Consultant
Fax: +49 (0)6131 70-14395
Susanne Brock Tel.: +49 (0)6131 70-15457
Email: brock.s@zdf.de
Media Service
Fax: +49 (0)6131 70-14487
Joachim Schiebel Tel.: +49 (0)6131 70-14032
Email: schiebel.j@zdf.de
Sonja Özistanbullu Tel.: +49 (0)6131 70-14037
Email: oezistanbullu.s@zdf.de
Scheduling
Fax: +49 (0)6131 70-12518
Heike Fisseler Tel.: +49 (0)6131 70-14031
Email: fisseler.h@zdf.de
Thorsten Leopold Tel.: +49 (0)6131 70-14028
Email: leopold.t@zdf.de
Martina Nuber Tel.: +49 (0)6131 70-14029
Email: nuber.m@zdf.de
Angelika Weil Tel.: +49 (0)6131 70-14018
Email: weil.a@zdf.de
Marketing
Fax: +49 (0)6131 70-12518
Christoph Lüken Tel.: +49 (0)6131 70-15679
Email: lueken.c@zdf.de
Bärbel Becker Tel.: +49 (0)6131 70-14024
Email: becker.bae@zdf.de
Jens Helmer Tel.: +49 (0)6131 70-12647
Email: helmer.j@zdf.de
Sponsorship
Fax: +49 (0)6131 70-16825
Michael Käfer Tel.: +49 (0)6131 70-14075
Email: kaefer.m@zdf.de
Sascha Kronebach Tel.: +49 (0)6131 70-14296
Email: kronebach.s@zdf.de
Anne Schweikard Tel.: +49 (0)6131 70-14027
Email: schweikard.a@zdf.de
Anabel Stappen Tel.: +49 (0)6131 70-14065
Email: stappen.a@zdf.de
Market and Advertising Research
Fax: +49 (0)6131 70-14487
Dr. Michael Keller Tel.: +49 (0)6131 70-14044
Email: keller.mi@zdf.de
Verena Hamm Tel.: +49 (0)6131 70 -14014
Email: hamm.v@zdf.de
Regine Otto Tel.: +49 (0)6131 70 -14025
Email: otto.re@zdf.de

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2013 Advertising on ZDF
Current information
www.zdf-werbung.de/Home
The Mainzelmännchen – still young and modern at 50, and good for advertising
Along with ZDF, the Mainzelmännchen will be
celebrating their fiftieth birthday in 2013, and
will therefore no longer meet the conditions
for advertising target audiences according to
the popular definition of these. However, the
little guys certainly won’t be making a shamefaced
exit from the advertising scene just because
they’re reaching this milestone. In fact,
they will continue to reflect society, and like
today’s ‘best agers’, they will remain active
and carry on living life to the full!
People don’t really turn grey when they reach fifty, and the Mainzelmännchen
won’t be either. The Mainzelmännchen have moved with the times
throughout their existence too. Following their black and white beginning,
they appeared in colour for the first time in 1967 and have continued to
evolve in keeping with technological advances ever since. The most recent
major change occurred in 2003 when they were relaunched after a
makeover to bring them up-to-date graphically and otherwise.
Despite all these outward changes and developments though, the Mainzelmännchen
themselves remain unblemished. You’ll never see the little
fellows fighting, being nasty, being mean, or enraged with envy – which is
good for advertising! After all, if we’re honest, we know that if our favourite
programme has just started to get exciting and is then interrupted by
commercials, we get annoyed and sometimes turn the television off to
avoid the adverts.
Advertising on ZDF – a successful history
1963 Broadcasting begins
On 1 st April 1963, ZDF broadcasts for the first time. On just its second day
of broadcasting, ZDF broadcasts its first commercials. The popular Mainzelmännchen
inserts have been used to flank advertisements ever since.
The ‘Werbefernsehen’ (television advertising) department is responsible
for the marketing and selling of advertising space.
1967 Pioneer of colour
On 25 th August 1967, during the international radio exhibition (IFA – Internationale
Funkausstellung) in Berlin, ZDF broadcasts its first commercial
in colour, a 60-second long advertisement for the brand 4711, which explains
how the number ‘4711’ was created. With the introduction of colour
television, the jolly Mainzelmännchen appear on the screen in colour,
too, for the first time.
1990 Relaunch of the Mainzelmännchen
The little guys experience their second relaunch and enter the nineties
with a more modern and individual look.
2003 Eternally young Mainzelmännchen
Fresher, cheekier, and slimmer, the new Mainzelmännchen era captures
the spirit of the times and increases the amount of attention paid to
commercials. A Mainzelmännchen world with new dramaturgically-oriented
stories, new gags, and up-to-date props is created.
2007 Pioneer of widescreen
On 25 th June 2007, a commercial for Deutsche Bank is the first German
advert to be broadcast all over the country in 16:9 format.
That doesn’t happen with ZDF. Back in 2005, a representative study conducted
by ZDF Werbefernsehen and forsa (Institute for Social Research
and Statistical Analysis) showed very clearly that with their cult status, the
Mainzelmännchen have tremendous emotive potential and help commercials
to have a major cognitive effect by playing a massive role in how
viewers remember them. This means that people watch individual commercials
with a far more positive mindset and are even more likely to remember
their advertising message. The Mainzelmännchen virtually turn
the cacophony of advertising messages in a commercial break into individual
adverts which each have a premium position of their own. As a result,
viewers don’t feel like they’re being bombarded and therefore watch
the commercial break before continuing with the programme.
Because of all this, the cult status and the guaranteed effect of commercials,
the Mainzelmännchen have become such a successful project that
Tele 5 wants to ‘copy’ the concept with Mordillo characters. At ZDF Werbefernsehen
we’re not too worried about this, because we believe it will
be impossible for anyone to duplicate every aspect of the success of the
Mainzelmännchen with the same effectiveness over several decades.
Hans-Joachim Strauch
Managing Director of ZDF Werbefernsehen GmbH
2008 Foundation of ARD & ZDF Fernsehwerbung GmbH
In order to combine the expertise of Germany’s two public broadcasters,
ZDF and ARD-Werbung SALES & SERVICES GmbH agree to manage sales
via the mutual subsidiary company ARD & ZDF Fernsehwerbung GmbH.
2009 Television advertising subsidiary
ZDF Werbefernsehen GmbH, a subsidiary company wholly owned by ZDF, is
created from the ‘Werbefernsehen’ department. ZDF Werbefernsehen GmbH
moves to its new premises on Erich-Dombrowski-Strasse in May 2010.
2010 Pioneer of picture definition
At 19:21 on 12 th February 2010, ZDF fired the starting pistol for advertising
in HD by broadcasting the first German TV advert (Henkel) in HD quality.
2012 Introduction of standardised loudness
Thanks to the standardised loudness levels recommended by EBU R128,
loudness differences in broadcasting schedules and between individual
channels are minimised in Germany from 31.8.2012 onwards. In addition,
the new sound standard promotes sound tweaking techniques in advertisement
production and enhances the sound quality of commercials.
2013 ZDF turns 50
In April 2013, ZDF celebrates its fiftieth birthday, which means it is also 50
years since the first commercial was broadcast on ZDF.
Advertising on ZDF

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2013 Advertising on ZDF
Current information
www.zdf-werbung.de/Tarife
Spot Spot
Classic advertising on ZDF – effective, powerful, and affordable
ZDF …
• offers a high-quality, family-oriented, appealing, and varied early-evening programme schedule with strong brands, making it up-to-date,
true to life, authentic, and informative
• reaches target groups with considerable purchasing power as well as decision-makers with its programmes
Advertising on ZDF
• Short commercial breaks contain fewer competing messages and guarantee that your advert has an exclusive position
This increases the awareness of the individual advertising messages and thus their advertising appeal
• The placement of advertisements within commercial breaks is done manually, which ensures the adverts harmonise
• High-quality formats guarantee a strong reach and therefore make advertising on ZDF attractive and affordable
Mainzelmännchen
• The Mainzelmännchen are a strategic instrument which enhance the effect of advertisements
• As popular advert separators, they improve the viewers‘ ability to remember commercials
• They make commercial breaks more entertaining, which increases acceptance of advertising
• They give your advert its own premium position, as each commercial is flanked by the Mainzelmännchen
ZDF Werbefernsehen – a fair partner for you!
Linear pricing structure for advert price calculations
The average length of a commercial in Germany is 16 seconds. Competitors with disproportionate price structures may charge up to
30% more for an advert which is shorter than 30 seconds. ZDF Werbefernsehen always uses its one-second price as the basis for
calculations. Your advert price is therefore calculated by multiplying the one-second price by the length of the commercial.
Free obligatory OTC notice for commercials promoting pharmaceuticals since 2004
Unlike most of our competitors, we have been offering the standard four-second OTC notice for pharmaceutical commercials at a 100% discount
since 2004. Please read point 18 of the Design Guidelines in our General Terms and Conditions for more information on this.
Customers whose advertising requires the use of the OTC notice will save money with ZDF because we do not charge
anything for broadcasting this. Here’s an example calculation:
Your advert price Advert length Average price OTC notice ZDF OTC discount
in euros in sec. per sec. in euros in sec. in euros in euros of turnover
11,200 16 700 4 2,800 2,800 25%
Adverts positioned at the beginning or end of a commercial break free of charge – fair-share principle for advert placement
ZDF Werbefernsehen places adverts according to the following fair-share principle: The basis for the distribution calculation is a
customer’s booked gross volume per month, i.e. the monthly turnover of a customer is viewed in comparison with the total turnover
of all booked customers for this month. The percentage derived from this is used to calculate and distribute the proportion
(target premium placements) of possible premium placements (first, second, penultimate, and final adverts). This process is
controlled by a computer. The first, second, penultimate and final adverts in the advertising block are weighted equally. In general,
ZDF Werbefernsehen does not charge extra for first or final placements. Adverts are organised manually to ensure that competing
products do not appear one after the other.
Advertising on ZDF

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2013 Commercial breaks schedule
Time Monday Tuesday Wednesday Thursday Friday Time Saturday
16.00
16.14
16.15
16.35
16.40
16.58
16.59
17.00
17.10
17.44
17.45
17.50
17.52
18.02
18.05
18.25
18.30
SOKO (2)
5113 / Köln / Wismar / Stuttgart / Wien / Kitzbühel
18.54 End credits split-screen / Price group 40 / Min. booking: 1 month / Min. commercial length: 20 seconds
18.55
18.58
18.59
19.00
19.17
19.18
19.20
19.21
19.21
19.22
19.25
19.49
19.50
19.55
News split-screen / Price on request / Minimum booking: 1 year
Best Wetter / Price group 53
Solo commercial / Price group 43 / Minimum commercial length: 20 seconds
Price group 15
E534/sec.*
Price group 16
E600/sec.*
Die Rosenheim-Cops
(1)
Price group 13 / E486/sec.*
Programme announcement
Programme announcement
Küstenwache
(1)
*Price per second, 2013 annual average – see next page for exact prices. For AGF code, see: www.zdf-werbung.de/programm
Information / Infotainment Family entertainment Thriller and Action Commercial break
Issue date: July 2012, valid from 1 January 2013; Subject to amendments; not liable for misprints.
Current information:
www.zdf-werbung.de/Programm
Solo commercial / Price group 24 / Minimum commercial length: 20 seconds
Daily series (1)
Price group 07 / E320/sec.*
Daily series (2)
Price group 06 / E300/sec.*
10 seconds / Price group 30 / Commercial length: 5–10 seconds
hallo deutschland
Solo commercial / Price on request / Minimum booking: 1 year
Price group 10 / E420/sec.*
Price group 12 / E450/sec.*
SOKO (1)
5113 / Köln / Wismar / Stuttgart / Wien / Kitzbühel
Price group 16 / E600/sec.*
heute-Uhr
Price group 85 /
Minimum booking: 120 seconds per week / Commercial length: from 5 seconds
Price group 14
E522/sec.*
Notruf Hafenkante
(1)
Price group 14
E522/sec.*
Der Landarzt (1)
Forsthaus Falkenau (1)
Split-screen commercial break / Minimum commercial length: 20 seconds
Price group 46
Price group 44 Price group 42
Price group 20
E765/sec.*
Price group 20
E765/sec.*
Price group 18
E700/sec.*
Price group 17
E640/sec.*
Die Rosenheim-Cops Küstenwache Notruf Hafenkante Der Landarzt (2)
(2)
(2)
(2) Forsthaus Falkenau (2)
14.40
15.27
15.30
16.13
16.15
16.58
16.59
17.00
17.05
17.45
17.58
18.00
18.12
18.14
18.30
18.35
18.55
18.58
18.59
19.00
19.17
19.18
19.20
19.21
Spielfilm
Price group 04 / E252/sec.*
Spielfilm
Price group 03 / E200/sec.*
Lafer! Lichter! Lecker!
Price group 05 / E275/sec.*
10 seconds / Price group 30
Länderspiegel
Menschen – das Magazin
Price group 04 / E252/sec.*
mona lisa
Best ML mona lisa /
Price group 23
mona lisa
Price group 06 / E300/sec.*
hallo deutschland
Price group 06 / E300/sec.*
Programme announcement
heute-Uhr
Price group 85
News-Split
ML mona lisa
ML mona lisa
Best Wetter / Price group 52
Single-Spot / Price group 40
19.21 Programme announcement
19.22
Price group 10
E420/sec.*
19.25
Unser Charly (1), Der Bergdoktor (1)
Die Bergwacht (1)
19.49
Split-screen commercial break
Price group 39
19.50
Price group 13
E486/sec.*
19.55
Unser Charly (2), Der Bergdoktor (2)
Die Bergwacht (2)
Commercial breaks schedule

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2013 Advertising rates
Current information:
www.zdf-werbung.de/Tarife
Price group Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. Year avg.
Classic advertising: price per second in euros
01 152 180 185 171 165 105 90 90 138 176 191 159 150
02 192 228 234 217 209 133 114 114 175 222 241 201 190
03 202 240 246 228 220 140 120 120 184 234 254 212 200
04 255 302 310 287 277 176 151 151 232 295 320 267 252
05 278 330 338 314 303 193 165 165 253 322 349 292 275
06 303 360 369 342 330 210 180 180 276 351 381 318 300
07 323 384 394 365 352 224 192 192 294 374 406 339 320
08 343 408 418 388 374 238 204 204 313 398 432 360 340
09 388 461 472 438 422 269 230 230 353 449 488 407 384
10 424 504 517 479 462 294 252 252 386 491 533 445 420
11 445 529 542 503 485 309 265 265 406 516 560 467 441
12 455 540 554 513 495 315 270 270 414 527 572 477 450
13 491 583 598 554 535 340 292 292 447 569 617 515 486
14 527 626 642 595 574 365 313 313 480 611 663 553 522
15 539 641 657 609 587 374 320 320 491 625 678 566 534
16 606 720 738 684 660 420 360 360 552 702 762 636 600
17 646 768 787 730 704 448 384 384 589 749 813 678 640
18 707 840 861 798 770 490 420 420 644 819 889 742 700
19 742 882 904 838 809 515 441 441 676 860 933 779 735
20 773 918 941 872 842 536 459 459 704 895 972 811 765
Special ads: price per second in euros
Price group Day Time Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. Year avg.
‘10 Seconds’ heute 17.00
30 Mon.–Sat. 16.59 540 642 658 610 589 375 321 321 492 626 679 567 535
Solo commercial spot
24 Mon.–Fri. 16.14 364 432 443 411 396 252 216 216 331 421 457 381 360
40 Sat. 19.21 685 814 834 773 746 475 407 407 624 793 861 718 678
43 Mon.–Fri. 19.21 900 1,069 1,096 1,016 980 624 535 535 820 1,043 1,132 944 891
End credits split-screen
40 Mon.–Fri. 18.54 685 814 834 773 746 475 407 407 624 793 861 718 678
Split-screen commercial break
39 Sat. 19.49 636 756 775 718 693 441 378 378 580 737 800 668 630
42 Fri. 19.49 840 998 1,024 949 915 582 499 499 765 974 1,057 882 832
44 Wed., Thur. 19.49 919 1,092 1,120 1,038 1,001 637 546 546 837 1,065 1,156 964 910
46 Mon., Tue. 19.49 1,005 1,194 1,224 1,135 1,095 697 597 597 915 1,164 1,264 1,054 995
tter Best ML mona lisa
52
23 Sat. 18.12 343 408 418 388 374 238 204 204 313 398 432 360 340
Best Wetter
52 Sat. 19.18 1,124 1,335 1,369 1,269 1,224 779 668 668 1,024 1,302 1,414 1,179 1,113
53 Mon.–Fri. 19.18 1,236 1,469 1,506 1,396 1,346 857 734 734 1,126 1,432 1,554 1,297 1,224
‘heute-Uhr’ 19.00
85 Mon.–Sat. 18.59 rates, see page 13
Current offers and prices for special programming can be found on our home page: www.zdf-werbung.de
Linear rates, free mandatory OTC notice
Adverts positioned at the beginning or end of a commercial break are free of charge Issue date: July 2012. Valid from 1 January 2013. Subject to amendments; not liable for misprints.
Advertising rates

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2013 Special ads
‘heute-Uhr’
The unique advertising spot for
your commercial in fullscreen format
before ZDF ‘heute’ at 19:00
18:59:36
Current information: :
www.zdf-werbung.de/Special-Ads
Placement
The position provided by ‘heute-Uhr’ is German television’s oldest ‘special
advert position’. We position your commercial directly before the
news at 19:00. It is then broadcast from Monday to Saturday at 18:59,
straight after the trailer for the highlight of the day.
The programme environment provided by ‘heute’ at 19:00
• The main news of the day - one of the most up-to-date, informative, and
reliable news programmes in German television*
• Strong commercial break reach and CPM: In the first quarter of 2012,
‘heute-Uhr’ reached 1.82m householders at the extremely attractive
CPM of EUR 14.70 (20”)**
Your benefits
• Guaranteed attention thanks to the special positioning
• Fast market penetration because of the wide reach and because your
advert is being broadcast for an entire calendar week
• Positive image transfer because your advert is placed directly before
‘heute’
*Source: ZDF Imagestudie 2011. / **Source: AGF/GfK Fernsehforschung; TV Scope, 2.1.2012 – 30.3.2012
*** Excludes the obligatory four-second OTC notice if this is required.
‘heute-Uhr’: 18:59 Price group 85
Week Weekly price
no. Days Cost/sec. for 20 sec.
1 02.01–06.01 4 b 1,212 b 96,960
2 07.01–13.01 6 b 1,212 b 145,440
3 14.01–20.01 6 b 1,212 b 145,440
4 21.01–27.01 6 b 1,212 b 145,440
5 28.01–03.02 6 b 1,212 b 145,440
6 04.02–10.02 6 b 1,440 b 172,800
7 11.02–17.02 6 b 1,440 b 172,800
8 18.02–24.02 6 b 1,440 b 172,800
9 25.02–03.03 6 b 1,440 b 172,800
10 04.03–10.03 6 b 1,476 b 177,120
11 11.03–17.03 6 b 1,476 b 177,120
12 18.03–24.03 6 b 1,476 b 177,120
13 25.03–31.03 5 b 1,476 b 147,600
14 01.04–07.04 5 b 1,368 b 136,800
15 08.04–14.04 6 b 1,368 b 164,160
16 15.04–21.04 6 b 1,368 b 164,160
17 22.04–28.04 6 b 1,368 b 164,160
18 29.04–05.05 5 b 1,320 b 132,000
19 06.05–12.05 5 b 1,320 b 132,000
20 13.05–19.05 6 b 1,320 b 158,400
21 20.05–26.05 5 b 1,320 b 132,000
22 27.05–02.06 6 b 1,320 b 158,400
23 03.06–09.06 6 b 840 b 100,800
24 10.06–16.06 6 b 840 b 100,800
25 17.06–23.06 6 b 840 b 100,800
26 24.06–30.06 6 b 840 b 100,800
18:59:39
18:59:59
Wide reach, attractive CPM
Best Second* No data
Best Minute 19:59
Solo commercial 19:57
after Börse
19:00:00
Booking and advert information
• Minimum booking***: 120 seconds per week
• Advert length***: At least five seconds. Different designs with
varying advert lengths my be used each day
• Bookings are fixed. Cancellation 12 weeks before the first broadcast
date is possible in exceptional cases if a good reason is given
• When designing your commercial, please bear in mind that news-like
themes should be avoided
Commercial break reach in comparison
CPM in comparison
(in millions)
(in €)
heute Uhr 18:59 1.82 heute Uhr 18:59 14.70
Best Second* 19:59
Best Minute 19:59
Solo commercial 19:57
after Börse
ZDF ARD
1.93
1.78
1.17
19.59
15.19
Source: AGF/GfK Fernsehforschung; TV Scope, 1 st quarter of 2012, Mon. – Sat. Householders, CPM at 20 seconds
* ZDF’s own calculations, Fernsehpanel D+EU.
Week Weekly price
no. Days Cost/sec. for 20 sec.
27 01.07–07.07 6 b 720 b 86,400
28 08.07–14.07 6 b 720 b 86,400
29 15.07–21.07 6 b 720 b 86,400
30 22.07–28.07 6 b 720 b 86,400
31 29.07–04.08 6 b 720 b 86,400
32 05.08–11.08 6 b 720 b 86,400
33 12.08–18.08 6 b 720 b 86,400
34 19.08–25.08 6 b 720 b 86,400
35 26.08–01.09 6 b 720 b 86,400
36 02.09–08.09 6 b 1,104 b 132,480
37 09.09–15.09 6 b 1,104 b 132,480
38 16.09–22.09 6 b 1,104 b 132,480
39 23.09–29.09 6 b 1,104 b 132,480
40 30.09–06.10 5 b 1,404 b 140,400
41 07.10–13.10 6 b 1,404 b 168,480
42 14.10–20.10 6 b 1,404 b 168,480
43 21.10–27.10 6 b 1,404 b 168,480
44 28.10–03.11 6 b 1,404 b 168,480
45 04.11–10.11 6 b 1,524 b 182,880
46 11.11–17.11 6 b 1,524 b 182,880
47 18.11–24.11 6 b 1,524 b 182,880
48 25.11–01.12 6 b 1,524 b 182,880
49 02.12–08.12 6 b 1,272 b 152,640
50 09.12–15.12 6 b 1,272 b 152,640
51 16.12–22.12 6 b 1,272 b 152,640
52 23.12–29.12 3 b 1,272 b 76,320
Linear rates, free mandatory OTC notice Issue date: July 2012. Valid from 1 January 2013. Subject to amendments; not liable for misprints.
Special ads

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2013 Special ads
‘10 seconds’
Countdown to
ZDF ‘heute’ at 17:00
Current information: :
www.zdf-werbung.de/Special-Ads
Placement
The last few seconds before ZDF ‘heute’ at 17:00 are reserved for you.
Monday to Saturday at 16:59 just before the ‘heute’ news.
The programme environment provided by ‘heute’ at 17:00
• The first main early-evening news broadcast with the day’s most
important events across the world. It is comprehensive, up-to-date,
and reliable
Your benefits
• High attention levels, as your advert is given an exclusive position
by itself and broadcast just before the ‘heute’ news
• Available for short commercials
* Excludes the obligatory four-second OTC notice if this is required.
** For advertising rates, see page 11.
‘Split-screen news’
Your solo appearance after ZDF
‘heute’ at 19:00 for a whole year
Placement
Every day from Monday to Saturday at 19:17 for an entire year. Your
commercial is broadcast during the ‘credits’ just after the ‘heute’
news.
The programme environment provided by ‘heute’ at 19:00
• The main news stories of the day
• ‘Heute’ is one of the most up-to-date, informative,
and reliable news programmes in German television*
Your benefits
• Excellent efficiency thanks to the dominance gained through your
advert appearing for an entire year
• High attention levels thanks to the exclusive position given to your
advert
• Positive image transfer because your advert is broadcast directly
after the high-quality ‘heute’ news starting at 19:00
* Source: ZDF Imagestudie 2011.
16:59:47 17:00:00
16:59:50
16:59:59
Booking and advert information
• Advert length*: 5-10 seconds
• Confirmed bookings are fixed
• When designing your commercial, please bear in mind that news-like
themes should be avoided
1 commercial from €1,685**
19:17:49 19:18:00
19:17:50
Booking and advert information
Only bookings for an entire year can be accepted.
We are happy to prepare an individualised quote for you.
Contact
Heike Fisseler Tel.: +49 (0)6131 70-14031
Email: fisseler.h@zdf.de
Special ads

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2013 Special ads
‘Best Wetter’ / ‘Best ML mona lisa’
The ‘Best’ position
for your advertising message
Best Wetter
Current information: :
www.zdf-werbung.de/Special-Ads
Placement
Monday to Saturday at 19:18, straight after the
‘heute’ news and just before the weather – and
flanked by topical weather Mainzelmännchen
The programme environment ‘heute 19:00 – weather’
• The main news stories of the day
• Up-to-date and accurate weather reports provided by highly-qualified
experts and modern technology
ZDF ‘Best Wetter’: Wide reach at an attractive CPM
Aged 14+ Reach 20“ CPM
ZDF ‘Best Wetter’ at 19:18 3.86 million b6.99
ARD ‘Best Minute’ at 19:59 2.71 million b12.91
Source: Source: AGF/GfK Fernsehforschung; TV Scope, 2.1.2012 – 30.3.2012.
‘Solo commercial Spot’
Your commercial in selected
programme environments
Placement / programme environments
Monday to Friday at 16:14 after ‘heute in europa’
Monday to Friday at 17:44 before ‘Leute heute’
Mondays at 19:21 after the weather and before ‘WISO’
Tuesday to Saturday at 19:21 after the weather and before
the 19:25 series
*Excludes the obligatory four-second OTC notice if this is required.
16:14:33
19:18:03 19:18:34 19:19:07
19:18:04
Best ML mona lisa – NEW!
mona lisa
19:18:37
Placement
Saturdays at 18:12 between the first and second
parts of ML mona lisa – and flanked by entertaining
Mainzelmännchen clips.
The programme environment ‘ML mona lisa’
• Germany’s oldest women’s magazine programme
• Socio-critical topics for women, men, and more
Benefits of the ‘Best’ positions
• Short commercial break length: The special ad is limited to
90 seconds or three advertising partners on average
• High attention levels due to the proximity of your advert to a
programme with a wide reach
16:14:34 16:14:57
16:14:37
Your benefits
• Your advert is very effective because it is given an exclusive
position outside of the classic commercial breaks
• High attention levels because of your advert’s proximity to
high-quality programmes with a wide reach
Booking and advert information
• Minimum advert length*: 20 seconds
• Confirmed bookings are fixed
Service
• Single split screen for special programming
• Special positioning close to highlight programmes
Current offers for special
programming can be found on our
website: www.zdf-werbung.de
16:15:00
Special ads

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19
2013 Special ads
‘End credits split screen’
Exclusive positioning for your
advert in the SOKO credits
Placement
Monday to Friday at 18:54 during the SOKO credits
The programme environment
Excellent murder mystery entertainment in prime-time quality
Current information: :
www.zdf-werbung.de/Special-Ads
Your benefits
• High attention levels thanks to the placement in the SOKO
programmes, which have a wide reach
• Lucrative advertising opportunity: During the first quarter of 2012,
the credits split screen reached 17.4% of householders at the
extremely attractive CPM of EUR 6.53 (20”)*
*Source: Source: AGF/GfK Fernsehforschung; TV Scope, 2.1.2012 – 30.3.2012.
**Excludes the obligatory four-second OTC notice if this is required.
‘split screen commercial break’
WISO
18:54:39
18:54:40
18:55:00
Booking and advert information
• Minimum booking: 1 month – can be shared between several
customers of one agency
• Minimum advert length**: 20 seconds
• Pre-production phase: 3 weeks
• Confirmed bookings are fixed
19:49:39 19:50:00 19:49:39
19:50:00
19:49:40 19:49:40
Placement
Mondays at 19:49 after the first part of WISO, i.e. during the transition
from the programme itself to the commercial break which comes next.
The programme environment
WISO – Germany’s best known business programme with up to 3 million
viewers per episode.*
Your benefits
Very high attention levels and therefore excellent advert effectiveness
thanks to
• exclusive positioning
• the fact that your commercial is broadcast during a top-quality
programme with a wide reach
*Source: AGF/GfK Fernsehforschung: TV Scope. aged 14+, 9.1.2012 - 26.3.2012.
**Source: AGF/GfK Fernsehforschung, TV Scope, aged 14+, 25.10.2011 - 10.4.2012.
***Source: AGF/GfK Fernsehforschung: TV Scope, aged 14+, 4.2.2012 - 13.5.2012,
Series at 19:25
Placement
Tuesday to Saturday at 19:49 after the first part of the 19:25 series, i.e.
during the transition from the programme itself to the commercial break
which comes next.
The programme environment
Tuesday to Thursday – crime and action
• with “Die Rosenheim-Cops” on Tuesday – more than 4.5 million
viewers per episode**
Fridays and Saturdays – family entertainment
• with “Der Landarzt” on Fridays - nearly 4 million viewers
per episode***
Booking and advert information
• Minimum advert length****: 20 seconds
• Confirmed bookings are fixed
****Excludes the obligatory four-second OTC notice if this is required.
Special ads

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21
2013 Sport
The 2013 sporting year on ZDF
Current information: :
www.zdf-werbung.de/Sport
ZDF’s sports calendar is dominated by winter sports from January until
March. In addition to a number of world cup events in ski jumping, alpine
skiing, and Nordic skiing, an abundance of biathlon world cup events will
once again be incorporated into the schedule as well. Highlights of ZDF’s
winter sport coverage include the Alpine World Ski Championships in
Schladming, the Biathlon World Championships in Nove Mesto, and the
Nordic World Ski Championships in Val di Fiemme. Olympic sports take
over in the summer. The world’s top swimmers meet in Barcelona for the
World Aquatics Championships in July. These are followed in August the
World Championships in Athletics in Moscow, another top event.
This varied sports schedule is also garnished with copious amounts of
football. Germany’s national team will be aiming to qualify for the 2014
FIFA World Cup in Brazil, and their campaign includes plenty of matches,
which like the live UEFA Champions League broadcasts, will play a central
role in ZDF’s 2013 sports schedule. In addition, Germany’s women
will be going for glory at UEFA Women‘s Euro 2013 TM .
*Source: AGF/GfK Fernsehforschung; TV SCOPE, Fernsehpanel D+ EU. 1.1.2012–30.6.2012.
The most important dates
11.1.–27.1.2013 Handball:
World Championship in Spain
January–March Winter sport world cup:
Biathlon, Nordic skiing, alpine skiing
February–April Football:
2012/2013 Champions League season
8 live quarter-final and semi-final matches
February–November Football: German national team international matches
incl. world cup qualifiers
4.2.–17.2.2013 Alpine skiing: World championships in Schladming (Austria)
7.2.–17.2.2013 Biathlon: World championships in Nove Mesto (Czech Republic)
20.2.–3.3.2013 Nordic skiing: World championships in Val di Fiemme (Italy)
25.5.2013 Football: Champions League final in London (England)
10.7.–28.7.2013 Football: UEFA Women‘s Euro 2013TM in Sweden
19.7.–4.8.2013 Swimming: World Championships in Barcelona (Spain)
10.8.–18.8.2013 Athletics: World Championships in Moscow* (Russia)
19.8.–25.8.2013 Riding: European Dressage and
Jumping Championships in Denmark
August Football: Qualifiers for the 2013/2014 Champions League season
6.9.–15.9.2013 Volleyball: Women’s European Championship
in Germany and Switzerland
September–December Football: 2013/2014 Champions League season –
6 live matches Group stage
October Artistic gymnastics: World Championships in Antwerp (Belgium)
November–December Winter sport world cup: Biathlon, Nordic skiing, alpine skiing
Subject to change; last updated July 2012.
ZDF’s sport broadcasts guarantee unique live coverage environments for
the clips representing your brand. You will benefit greatly from excellent
commercial break reaches and the economic efficiency of these slots,
which is made possible by our balanced pricing system. We are also offering
short slots here which fit into our live broadcasts very well. The
average length of commercial breaks in our sports broadcasts was just
95 seconds in the first half of 2012*.
Contacts
Christoph Lüken Tel.: +49 (0)6131 70-15679
Email: lueken.c@zdf.de
Heike Fisseler Tel.: +49 (0)6131 70-14031
Email: fisseler.h@zdf.de
Dates and prices for current sporting
events can be found on our website:
www.zdf-werbung.de
Sport

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2013 Sponsorship
Sponsorship: High attention levels for your brand communication
• Programme sponsorship enables you to benefit from an unmistakeable
appearance in the programme itself: Exclusivity, high levels of attention
and audience acceptance are guaranteed!
• With a seven-second trailer just before the start of the programme, as soon
as the programme ends, and, if applicable, before or after a commercial break,
the benefits of reach and effect are magnified greatly.
• This established communication tool allows you to benefit from strong ZDF
programme brands and to enhance awareness in a unique manner.
• You can select from high-quality programmes with a wide reach – including
those broadcast in advert-free environments in the morning or afternoon.
Reach and market shares of selected programmes
Current information: :
www.zdf-werbung.de/Sponsoring
“Sport im ZDF-Morgenmagazin”
Monday–Friday, 5:30–9:00
0.61 million / 20.1%*
Ski Jumping World Cup
November to March
2.42 million / 16.1%**
Handball World Championship
January
4.16 million / 18.0%***
Alpine Skiing World Cup
October to March
1.64 million / 17.0%**
* Source: AGF/GfK Fernsehforschung: TV Scope Fernsehpanel D+EU, aged 14+ 9.1.2012 – 23.3.2012.
** Source: AGF/GfK Fernsehforschung: TV Scope Fernsehpanel D+EU, aged 14+ 22.10.2011 – 18.3.2012.
*** Source: AGF/GfK Fernsehforschung: TV Scope Fernsehpanel D+EU, aged 14+,
2011 Handball World Championship: 13.1 – 30.1.2012.
**** Source: AGF/GfK Fernsehforschung: TV Scope Fernsehpanel D+EU, aged 14+ 2.1.2012 – 30.3.2012.
***** Source: AGF/GfK Fernsehforschung: TV Scope Fernsehpanel D+EU, aged 14+ 3.1.2012 – 28.2.2012.
Contacts
Sport
Michael Käfer Tel.: +49 (0)6131 70-14075
Email: kaefer.m@zdf.de
Sascha Kronebach Tel.: +49 (0)6131 70-14296
Email: kronebach.s@zdf.de
Programme
Anne Schweikard Tel.: +49 (0)6131 70-14027
Email: schweikard.a@zdf.de
Anabel Stappen Tel.: +49 (0)6131 70-14065
Email: stappen.a@zdf.de
“Leute heute”
Monday–Friday, 17:45
3.04 million / 18.6%****
“SOKO Köln”
Tuesdays, 18:05
4.24 million / 20.7%*****
“Die Küchenschlacht”
Monday–Friday, 14:15
1.25 million / 12.0%****
“Wetter im ZDF-Morgenmagazin”
Monday–Friday, 5:30–9:00
0.61 million / 20.0%*
Programme sponsorship is based on the guidelines for advertising, sponsorship, competitions, and production
support dated 12 th March 2010, and the regulations for the design of sponsor notices in accordance with section
10 of the ZDF guidelines for advertising and sponsorship dated 31 st March 2005.
Sponsorship

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2013 Performance/effect
Current information: :
www.zdf-werbung.de/Forschung
ZDF Werbefernsehen – pioneering work with consumer audiences
How better to measure the market success of an advertising campaign
than through sales? Until recently, the media industry had no 1:1 interpretation
of consumption by defined marketing target audiences in the
AGF/GfK television panel. For example, instead of planning for purchasers
of Hohes C fruit juice, advertisers had to fall back, for the most part, on
GPS – the global premium purchaser as an alternative to
14–49-year-olds
Together with a company called Gesellschaft für Konsumforschung (GfK),
ZDF Werbefernsehen has developed what is known as the Global Shopper
Typology (GPS). This typology offers interested parties the perfect
start to planning for target audience buyers. It uses barcode measurements
to create an image of the purchasing behaviour of TV viewers
across 284 product groups. GPS is the result of a regularly updated fusion
of buyer target groups from the GfK ConsumerScan with the AGF/
GfK television panel. The typology has already been used in advertisers’
marketing, and includes not just buyers of premium and brand names,
but also buyers of special offers and private labels. AGF data licence
holders can obtain the typology free of charge via the ZDF Werbefernsehen
standard software for AGF.
*t.o.m. is a joint project between ZDF Werbefernsehen, ARD Werbung Sales & Services, GfK and various media
agencies.
FMCG = fast-moving consumer goods, i.e. consumer goods such as food, personal care products, cleaning
products, etc., which consumers frequently buy.
t.o.m. pharma – consumer audiences for the OTC market
The third tool is t.o.m. pharma (‘TV Optimiser for Pharma Markets’), a joint
project in the OTC market for medications which can be sold without a prescription.
As with GPS and t.o.m. FMCG, the TV media planner receives
target customer groups for the OTC market which they can request from
the AGF / GfK television panel and use for media planning. There are now
a total of 12 market areas to choose from, such as flu remedies, painkillers,
and stomachics. It is also possible to analyse purchasers of a total of
seven brands. Alongside GfK Health Care, the lead organisation, companies
participating in the project include ZDF Werbefernsehen, ARD-Werbung
SALES & SERVICES, the Mediaplus agency group, M+W media,
and MW Office. This group of organisations has exclusive rights of use
over the new target audiences which have been used in media planning
since September 2007.
Commercial break reaches for January to March 2012,
Mon.–Sat., TA 01 – 30
GPS premium /
brand purchasers*
t.o.m. FMCG
Dallmayr
roasted coffee buyers*
t.o.m. pharma
pharmacy cosmetic
buyers*
Reach/million CPM/€ Reach/million CPM/€ Reach/million CPM/€
17:00–20:00
ZDF 1.19 14.93 0.78 22.79 0.88 20.19
ARD 0.73 24.79 0.42 42.70 0.47 38.47
RTL 0.66 40.34 0.46 57.42 0.45 59.32
SAT.1 0.64 20.18 0.43 29.84 0.42 30.29
PRO 7 0.25 66.03 0.10 166.97 0.09 179.09
20:00–23:00
RTL 1.09 49.50 0.68 78.99 0.68 79.60
SAT.1 0.57 52.56 0.33 90.46 0.34 88.45
PRO 7 0.42 76.92 0.20 162.83 0.18 174.11
*Source: AGF/GfK Fernsehforschung: TV Scope Fernsehpanel D+EU, E14+ 2.1.2012 – 31.3.2012.
GPS premium/brand purchasers: All people (aged 14+) are from a GPS premium or brand-buying household.
t.o.m FMCG Dallmayr roasted coffee buyers: All people are from a household (aged 14+) in which Dallmayr roasted coffee is bought.
t.o.m. pharma pharmacy cosmetic buyers: Adults over 20 who buy pharmacy cosmetics.
socio-demographic interpretations such as householders aged 20–49 or
sinus environments. For about the past four years, however, it has been
possible to minimise the associated wastage. Agencies and clients now
have access to a total of three tools that facilitate the 1:1 interpretation
of marketing target audiences into TV media planning.
t.o.m. FMCG* – the tool for individual market segments
t.o.m. FMCG (“TV Optimiser for FMCG Markets”) is the right tool for anyone
who wants more detail than that offered by the aggregate image of
consumers provided by GPS: Media planners can currently access 13
shopping baskets of daily necessities, including hot beverages, chocolates
and chocolate bars, and dairy products. Different target audience variations
can be evaluated within these shopping baskets: As with the GPS
typology, they can on the one hand be assessed by buyer type (premium
brand / brand name / special offer / private label purchasers). On the
other hand, they can be assessed by purchasing frequency (heavy / medium
/ light purchaser). This enables premium buyers in the hot beverage
product group to be analysed as easily as buyers of specific coffee products,
such as roasted coffee or instant coffee, or even buyers of a specific
brand, e.g. Dallmayr (roasted coffee). Over 800 products can now be
analysed by t.o.m. FMCG. The tool incorporates all the brands within the
13 product groups which have a buyer reach of at least 5% over the period
analysed.
ZDF – number 1 in the high-end consumer target segment
Analysis shows that ZDF is the most popular channel among premium and
brand product purchasers between 17.00 and 20.00. High-end brands in
the FMCG and OTC sectors find a quality-conscious environment in ZDF,
one that offers – in comparison with age-focused media planning – more
targeted appeal and at far lower CPM.
Our teams in Market and Advertising Research and Media Service would
be happy to help you with further information or in preparing non-binding
sample evaluations.
Contact
Market and Advertising Research
Dr. Michael Keller Tel.: +49 (0)6131 70-14044
Email: keller.mi@zdf.de
Verena Hamm Tel.: +49 (0)6131 70-14014
Email: hamm.v@zdf.de
Media Service
Joachim Schiebel Tel.: +49 (0)6131 70-14032
Email: schiebel.j@zdf.de
Sonja Özistanbullu Tel.: +49 (0)6131 70-14037
Email: oezistanbullu.s@zdf.de
Performance/effect

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Current information: :
www.zdf-werbung.de/Tarife
2013 Discounts/Broadcasting material
Discounts
Scale of discounts
Where an advertiser buys at least the gross sales volume stated below within one
calendar year, the discounts indicated in the scale of discounts are applied to the
standard volume. Sponsorship is not eligible for discounts as part of gross sales
volume.
From € 0.40 million 1.0%
€ 0.50 million 1.5%
€ 0.75 million 2.0%
€ 1.00 million 3.0%
€ 1.50 million 4.0%
Broadcasting material
ZDF Werbefernsehen must be provided with broadcasting material at least five days
prior to transmission. In certain circumstances, delivery at even shorter notice is
also possible if this has been arranged beforehand.
Several different designs may be included on one broadcast tape.
Please send your tape to
ZDF Werbefernsehen GmbH
Scheduling
ZDF-Straße 1
55127 Mainz
Germany
Broadcasting material technical requirements
€ 2.00 million 5.0%
€ 2.50 million 7.0%
€ 4.00 million 9.0%
€ 5.00 million by agreement
ZDF Werbefernsehen will calculate and grant only the discounts and rates shown
in the applicable price list. All rates are in euros. Calculation is based on confirmed
bookings. VAT will be invoiced separately.
You should also take into account the level of performance and cost-effectiveness in
many target groups compared to our competitors and the exceptional programme
quality – you can find further information on this under ‘Advertising on ZDF’ (page 6)
and ‘Performance/effect’ (page 24). Get in touch with us!
Standard definition (SD):
– Digital Betacam or DVC PRO 50
– Image format: 16:9 (anamorphic)
– Mono or stereo on CH1 and CH2
– Optional: multichannel sound in Dolby E encoded on CH3 and CH4
High definition (HD):
– HDCAM SR, HDCAM, and DVC PRO HD
– Scan format: 720p/50
– Mono or stereo on CH1 and CH2
– Optional: multichannel sound in Dolby E encoded on CH3 and CH4
Broadcasting material must be produced and customised according to the technical
guidelines for ZDF, ARD, and ORF television productions, and supplied with
clear VTR cards containing a description. Standardised sound loudness complying
with EBU R128 is included in the guidelines. The ‘TPRF-HDTV’ guidelines are
published by the Institut für Rundfunktechnik (Broadcast Technology Institute) in
Munich and can be viewed here: www.irt.de.
Group discounts
Group discounts require written confirmation from ZDF Werbefernsehen. Any
application relating to being part of a group concern, and proof thereof, must be
submitted in writing to ZDF Werbefernsehen by 30 June of each calendar year, as no
discounts can otherwise be considered within that year. ZDF Werbefernsehen grants
a group discount for several advertisers if the parent company has a capital share
in the subsidiary of more than 50% on 1 January of the calendar year. Group discounts
are applied only for the duration that the subsidiary forms part of the group;
departure from the group must be made known immediately; if a subsidiary leaves
the group during the course of a calendar year, a proportional discount is applied as
applicable. Limited liability companies must provide evidence of their group status
either through confirmation from an accountant or through presentation of their latest
annual report; registered partnerships must present a certificate of registration
in the trade registry.
As broadcasting material for sponsorship is subject to special regulations, please
contact the relevant person directly for details of production and delivery.
More information on EBU R128 is provided at: http://www.zdf-vverbefemsehen.de/
tarife/tonaussteuerung.html
Digital delivery
You can also send broadcasting material directly to ZDF or via an external provider
in the form of digital files.
Our scheduling team can help with more detailed questions regarding the delivery
of digital commercials.
Heike Fisseler, telephone number: +49 (0)6131 70–14031, fisseler.h@zdf.de
You can find more information on sending material directly to ZDF at
www.zdf-werbefemsehen.de/tarife/digitaJe-spotanlieferung.html
Storage and return of advert broadcast tapes / archiving of commercials
Broadcast tapes may be returned at the customer’s expense if requested. Return
must be requested within 14 days of receipt of the commercial. After 14 days, ZDF
Werbefernsehen is entitled to destroy tapes or dispose of them in any other way, in
which case the customer has no entitlement to claim. Commercials are archived on
a ZDF server, and ZDF is entitled to delete commercials from this server 12 months
after they have been broadcast for the last time. If an advert is to be used after this
12-month period has expired, please inform us in good time.
Discounts/Broadcasting material

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Current information: :
www.zdf-werbung.de/Tarife
2013 General Terms and Conditions of Business
1– The contract
ZDF Werbefernsehen GmbH (hereafter referred to as ZDF Werbefernsehen) markets
exclusively in its own name and on behalf of ZDF. ZDF Werbefernsehen accepts
orders for advertising broadcasts on ZDF based on available broadcast time, the
current valid price list and the following General Terms and Conditions of Business.
Advertising broadcasts must meet legal requirements and the terms of the Rundfunkstaatsvertrag
(interstate broadcasting agreement), as well as ZDF guidelines
for advertising and sponsorship.
Once an order has been accepted, ZDF Werbefernsehen will issue a contract in the
form of an order confirmation either in writing or electronic form. The content of the
contract as confirmed by ZDF Werbefernsehen is valid as long as the contractual
partner does not object to the content in writing within three working days of receiving
the contract.
An order confirmation is valid for the advertisers named in the contract. The confirmation
contains details about the client and contractor, advertiser, booking volume,
commercial length, commercial break and generally the editorial environment as
well.
The booked broadcast date for an advertiser cannot be transferred to another
advertiser or other advertising agency. Exceptions require the agreement of ZDF
Werbefernsehen. ZDF Werbefernsehen reserves the right to forward order confirmations
to the customer on request of the customer. Orders will be concluded within
one calendar year. The contractual year is the calendar year.
2–Joint advertising
Joint advertising is not allowed. This includes the integration of social network services.
Exceptions are only possible with the agreement of ZDF Werbefernsehen.
3– Agentur-Vergütung
ZDF Werbefernsehen will give agencies commission for orders received via an
agency. This fee shall comprise 15% of the net amount due so long as the agency
has provided its client with advertising-related advice and can prove that it has
provided the relevant services.
5– Broadcasting material
Plans and broadcasting material should normally be supplied to ZDF Werbefernsehen
by the client at the latest five working days before broadcast. This material
will be checked for viability by ZDF. Any change to this broadcast material requires
approval unless the changes are required in order to meet broadcast standards.
The client shall bear all design costs for broadcasting material (image and sound).
ZDF Werbefernsehen will inform the client immediately giving reasons if the material
is unusable or does not correspond to the contractual specifications.
6– Rejection proviso
ZDF Werbefernsehen reserves the right to refuse to broadcast a commercial because
of its content, origin or technical aspects and based on fact-related reasons, particularly
if the content does not meet moral or legal specifications or conflicts with the
interests of ZDF.
If broadcasting material is returned for reasons for which ZDF is responsible, the
client can withdraw from the contract. If the client is responsible for the return of the
material, they shall provide a replacement without delay. If the replacement is not
available in time, ZDF Werbefernsehen reserves the right to make a claim for remuneration.
If the commercial is broadcast despite notice that material will be returned,
ZDF Werbefernsehen remains entitled to make a claim for remuneration.
7– Responsibility for content
The client bears the responsibility for the content of the sound and images provided
to ZDF Werbefernsehen, is liable for their legal validity and exempts ZDF and ZDF
Werbefernsehen from the claims of third parties.
4– Methods of payment
Invoicing for advertising broadcasts generally occurs in the month before the broadcast,
with the invoice date being the fifth day of the month in which the advert is
broadcast. Invoices must be paid in full within 25 days of the invoice date. A 2%
discount is given for discounts made within ten days. A discount is not offered for
sponsoring.
ZDF Werbefernsehen reserves the right to demand payment in advance, particularly
in the case of first-time contracting partners. Payment must be received at least three
working days before the first transmission date, and the discount rule does apply in
this case too.
The final invoice for the broadcast month is drawn up on the first working day of the
following month. If there are any differences resulting from changes to bookings or
different discount terms have been agreed, these will be invoiced or credited separately.
Payment must be made within ten days. The 2% discount is applicable here as
well. Credit notes must be redeemed. If this is not possible, a payment will be made.
If the invoice with the credit note has had a discount deducted, the corresponding
discount amount will also be deducted from the credit note. If a payment is late, ZDF
Werbefernsehen reserves the right to stop the broadcast of the advertisement(s) or
withdraw from the contract completely. In this case, the client is not entitled to seek
compensation. The client is liable for any damages caused by the delay to ZDF Werbefernsehen.
If a cheque is sent, the date of payment is the date the cheque is received by ZDF
Werbefernsehen. For bank transfers, the date of payment is the date on which the
amount is credited to the following account:
ZDF Werbefernsehen GmbH
Commerzbank AG
Sort code: 550 400 22
Account no.: 200 360 600
8– Rights of use
(1) For the commercial provided to ZDF Werbefernsehen, the client shall transfer
the rights – including time, location and content-related aspects – required for implementation
of the order in the Federal Republic of Germany to ZDF, as well as
the right to broadcast the commercial via broadcast media of all types. This right
includes the range of broadcast programmes, including live streaming in every technical
manner available (including the use of Internet protocols: ‘IP-TV’), particularly
• Terrestrial (e.g. via DVB-T, DVB-H, DMB or corresponding successor technology,
e.g. DXB),
• Via cable (in every technical manner possible, e.g. broadband, DSL or corresponding
successor technology (X-DSL), including rights to integral cable retransmission
of programmes at home and abroad), and
• Via satellite broadcasts.
(2) Excluded from the acquisition of rights via the client are the rights for the music
contained within the commercial that are exercised by GEMA (Society for Musical
Performing and Mechanical Reproduction Rights) and transferred to ZDF.
(3) The client guarantees that ZDF Werbefernsehen will only be sent broadcast material
for advertising broadcasts for which they have acquired and manage all the
necessary copyright and usage rights as specified in section (1). To enable invoices
between GEMA and ZDF to be settled, the client must provide ZDF with the following
information about the music used in the commercial in writing: the music title, the
length of music title used, the composer, the lyricist, the editor, the music publisher,
the artist, the brand and the label code. This information must be included in the
design plans or in the broadcasting material.
9– Positioning
ZDF Werbefernsehen does not guarantee specific positioning within a commercial
break. It also does not guarantee that competitors will be excluded either within a
commercial break or in the special ads or sponsorship that appears in close proxi
mity to the commercial break.
General Terms and Conditions of Business

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Current information: :
www.zdf-werbung.de/Tarife
2013 General Terms and Conditions of Business
10– Broadcast confirmation
Following the end of the broadcasting month, the client will receive broadcast confirmation
with information about actual broadcasting time, the respective commercial
break and the topics broadcast.
11– Planning times/delaying of advertising broadcast
Agreed broadcast times will be adhered to if possible. If a commercial cannot be
broadcast in the specified commercial break or in the specified editorial environment,
ZDF can broadcast it in accordance with other conditions if the client agrees.
Agreement is not required in the case of minor postponements. Postponement of a
commercial is considered minor if it broadcast in a commercial break not more than
15 minutes before or after the original point in time when it should have been broadcast.
This does not include a postponement due to the transmission of a live sporting
event. In this case, the tolerance period can exceed 15 minutes if necessary.
If an agreement could not be secured or it was not given at a later point, the client
can request a replacement broadcast for the same conditions subject to availability.
If this is not possible, the client is entitled to a reduced price depending on the
scope of the defective performance or reduced service.
12– Delays due to identity of individuals
ZDF Werbefernsehen reserves the right to broadcast commercials on another
broadcasting day at the same time if possible if personalities appear in the commercial
who also appear on a ZDF programme on the same day.
For major sporting events, there are special conditions for participating players,
trainers and managers which will be communicated at the time the offer is made.
16– Price changes
Any changes to the broadcast price will come into force for ongoing orders at the
earliest a month after the client has been informed. In such a case, the client can
withdraw from the contract at the point in time at which the change to the contract
is due to take place. In this case, the client must inform ZDF Werbefernsehen in
writing within two weeks of receiving notice of the change.
ZDF Werbefernsehen reserves the right to charge surcharges to the listed prices for
booking commercials as part of the broadcasting of events in which there is great
public interest.
17– References in other advertising mediums
Reference made to an advertising broadcast on ZDF may only be made in other
advertising media if it is made clear that the advertising broadcast is not part of a
general television programme broadcast, but is broadcast as part of the advertising
schedule. Statements that connect advertising broadcasts with ZDF are not permitted.
The use of the ZDF Werbefernsehen logo requires approval of ZDF Werbefernsehen.
18– OTC notice
In the case of advertisements for medicinal products as defined under § 4 (3) of the
Drugs Advertising Act (HWG), ZDF will broadcast the mandatory OTC notice free of
charge provided it complies with the standard recommended by the OWM advertising
association or BAH association of drug manufacturers (grey background, white
text, exactly four seconds long, maintains neutrality in the sense of containing no
promotional statements). There will be a charge for OTC notices that deviate from
this standard. Please note that details concerning minimum booking lengths for
special ads on the price lists are exclusive of the free four-second legal notice.
19– Confidentiality
Both parties agree to keep confidential all information and data that they receive
from the other contractual partner for the implementation of this contract and also
not to pass this information and data onto third parties. This also applies once the
contract has ended.
Publications of all kinds that arise as a result of the cooperation are only permitted
with prior agreement from both parties. ZDF Werbefernsehen has the right to use
the name of the client, its brand and logo, as well as information about the order for
reference purposes, subject to the above confidentiality obligations.
20– Calculation of performance levels
The basis for calculation of performance levels (viewer distribution/CPT) is the AGF/
GfK Germany + EU Panel.
13– Guarantee
If ZDF Werbefernsehen supplies a reduced service which is outside its control, the
customer’s rights under warranty are restricted to a choice of retransmission at a
comparable time or a reduction in rate corresponding to the extent of the reduced
service. A reduced service occurs, e.g. if more than 10% of the technical reach recorded
for the IVW audit is not achieved, or if transmission is of reduced quality.
Apart from this, the customer may not assert any claims, in particular due to failure
of satellite broadcasting. The relevant cable network operators are responsible for
feeding the regionally suitable TV signals into the German cable network. Liability on
the part of ZDF Werbefernsehen is excluded in this respect. In the case of a slightly
negligent breach of fundamental obligations, ZDF Werbefernsehen is liable only to
the amount of typically foreseeable damage. The customer’s right to claim under
warranty expires after 12 months.
14– Force majeure
Either party may withdraw from the contract with immediate effect in the case of
force majeure, unless ZDF Werbefernsehen has already completed its services.
ZDF Werbefernsehen is obliged to reimburse the customer the fee charged for
commercials that were not broadcast. The client is not entitled to make any further
claims. Force majeure includes riots, fire, power failure, natural disasters,
storm damage, strikes, lockouts, damage due to construction work and similar
events that the contractual parties are not responsible for.
15– Cancellation
The client can withdraw from the contract at no cost provided they cancel the
order, either in whole or in part, in writing no later than six weeks before the first
broadcast date. If the client cancels later than this, then the legal regulations as
described in §649 sentence 2 of the German Civil Code apply.
The right to cancel does not apply to bookings for advertisements to be broadcast
in a sports environment, special ads (solo commercials, split-screen commercials,
etc.) and sponsorship.
21– Liability clause
Provided there are no provisions to the contrary in these General Terms and Conditions
of Business, ZDF Werbefernsehen is only liable for client damages in accor dance
with the following provisions:
• If ZDF Werbefernsehen, its legal representatives or assistants acted wilfully or
with gross negligence,
• In cases of slight negligence in the event of explicit assumption of a guarantee,
and
• In the case of breach of fundamental obligations which the customer would
firmly expect to be fulfilled.
For slightly negligent violations of essential obligations, ZDF Werbefernsehen’s
liability is limited to typically foreseeable damages.
Liability for subsequent damages, e.g. loss of profit, missed savings and other indirect
damages, is excluded unless the purpose of the contract is jeopardised.
22– Final provisions
Place of fulfilment and jurisdiction is Mainz.
If any individual provisions of these General Terms and Conditions of Business are
or become ineffective, this shall not affect the validity of the remaining provisions or
agreements. The parties shall replace the ineffective provision by an effective one
which approximates the economic purpose of the ineffective provision as closely as
possible. The same applies in the case of a loophole in the contract.
Credits:
Publisher: ZDF Werbefernsehen GmbH 55100 Mainz
www.zdf-werbung.de
Managing director: Hans-Joachim Strauch
Chair of the Supervisory Board: Hans Joachim Suchan
HRB 6186
VAT ID no. DE 815041250
Responsible for content: Christoph Lüken
Editorial: Bärbel Becker
Design: Bärbel Becker, Christoph Lüken
Layout: Silke Cronauer, ZDF Printgrafik
Manufacture and printing: KOMMINFORM Print- und Produktions GmbH, Kriftel
Subject to amendments; not liable for errors and misprints.
Last updated: July 2012
General Terms and Conditions of Business

Your contacts for sales
ARD & ZDF Fernsehwerbung GmbH
Sales Management
Ludwigstraße 11
50667 Köln
Tobias Lammert
Sales Director
Telephone: +49 (0)221 569315–10
PC fax: +49 (0)221 569315–710
lammert@ardzdf-fernsehwerbung.de
Iris Quellmann
Assistant Sales Director
Telephone: +49 (0)221 569315–11
PC fax: +49 (0)221 569315–711
quellmann@ardzdf-fernsehwerbung.de
ZDF Werbefernsehen
IVW-geprüft
Sales Office North
ARD & ZDF Fernsehwerbung GmbH
Rothenbaumchaussee 132–134/Haus 4
20149 Hamburg
Achim Gätjen
Office Manager / Sales Manager North
Telephone: +49 (0)40 4135435–12
Telefax: +49 (0)40 4135435–22
gaetjen@ardzdf-fernsehwerbung.de
Timo Lamprecht
Sales Manager North
Telephone: +49 (0)40 4135435–15
Telefax: +49 (0)40 4135435–22
lamprecht@ardzdf-fernsehwerbung.de
Sales Office West
ARD & ZDF Fernsehwerbung GmbH
Ludwigstraße 11
50667 Cologne
Alexandra Meier
Office Manager / Sales Manager West
Telephone: +49 (0)221 569315–20
PC fax: +49 (0)221 569315–720
meier@ardzdf-fernsehwerbung.de
Benjamin Grau
Sales Manager West
Telephone: +49 (0)221 569315–22
PC fax: +49 (0)221 569315–722
grau@ardzdf-fernsehwerbung.de
Sales Office Central
ARD & ZDF Fernsehwerbung GmbH
Bertramstraße 8/D-Bau
60320 Frankfurt
Gaetano Anzalone
Office Manager / Sales Manager Central
Telephone: +49 (0)69 15424–262
PC fax: +49 (0)69 15424–7262
anzalone@ardzdf-fernsehwerbung.de
Markus Thomas
Sales Manager Central
Telefon: +49 (0)69 15424 -282
PC-Fax: +49 (0)69 15424-7282
thomas@ardzdf-fernsehwerbung.de
Sales Office South
ARD & ZDF Fernsehwerbung GmbH
Hopfenstraße 4
80335 Munich
Sabine E. Schmidt
Office Manager / Sales Manager South / Int.
Telephone: +49 (0)89 205070–590
Telefax: +49 (0)89 205070–5790
schmidt@ardzdf-fernsehwerbung.de
Thomas Wieser
Sales Manager South
Telephone: +49 (0)89 205070–595
Telefax: +49 (0)89 205070–5795
wieser@ardzdf-fernsehwerbung.de