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

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22 23 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
24 25 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
Page 1 and 2: ice list no. 42 rom 1 January 2013
Page 3 and 4: 4 5 2013 Advertising on ZDF Current
Page 5 and 6: 8 9 2013 Commercial breaks schedule
Page 7 and 8: 12 13 2013 Special ads ‘heute-Uhr
Page 9 and 10: 16 17 2013 Special ads ‘Best Wett
Page 11: 20 21 2013 Sport The 2013 sporting
Page 15 and 16: 28 29 Current information: : www.zd
Page 17: Your contacts for sales ARD & ZDF F

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

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