Effective communication during the Corona crisis - #10 Impact of the Corona pandemic on
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Effective communication
during the Corona crisis
#10
Impact of the Corona pandemic on
the German TV market
(Stocktaking 16th April)
Düsseldorf, April 2020
1
01 TV Performance Development
Content Impact of Corona on program
02 planning and production companies
03 Summary & Conclusion
22
01 TV Performance Development
Content Impact of Corona on program
02 planning and production companies
03 Summary & Conclusion
33
The current situation
causes people to Free time in the pandemic is strongly limited to
spend a lot of time in
their homes. the own 4 walls
I avoid bars, pubs or clubs. 88%
I visit fewer restaurants, cafés or snack bars. 83%
I leave the house/flat less often. 74%
Question: And in what way has the Corona virus changed your way of life? For each statement, please indicate how much you agree or disagree with it.
Base: All respondents, n=1,490.
44 Source: mScience Spotlight COVID-19: How is consumer life changing?
Survey period 20-24.3.2020 | Excerpts
According to the AGF, the viewing time increased significantly in
all target groups.
TP 3+ M 20-49 F 20-49 TP 20-39 Kids 3-13 TP 14-19
Ø 249 Min Ø 171 Min Ø 185 Min Ø 139 Min Ø 84 Min Ø 66 Min
Index 117 vs. 2019 Index 120 vs. 2019 Index 112 vs. 2019 Index 110 vs. 2019 Index 148 vs. 2019 Index 128 vs. 2019
55 Average daily viewing time in the period CW 12-CW 15 2020, Index vs. 2019Source Videoscope | AGF
GfK data
TV reaches more
people: weekly
reach increased Index TP 14+ | Net reach
Index vs. previous year week
125
While in the first 10 weeks of the year, 115
111 110 110
the total weekly reach of all TV
advertising blocks averaged 97 vs. the
previous year, it initially increased 105 101 101
drastically with the beginning of the
contact ban. 100
99 99 100
95
97 97 98 98 97
In Easter week (CW 15) the reach is 90 96
currently at the previous year's level,
which is still above the normal
85
development of the first weeks.
A renewed increase after the holidays is
75
also expected.
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15
Ø Channel week
66 AGF/GfK advertising block level, TA 01-30, 06-01 o'clock; change in reach Ø channel on the basis of
result per individual channel, weighted with the channel's reach
Easter despite
beautiful weather
however also with Index viewing time
increased viewing Easter 2020 vs. Easter 2019
time compared to 140
128
the previous year 121 119 122
120
100
80
60
40
20
0
Good Friday Easter Saturday Easter Sunday Easter Monday
TP 14+ M 20-49 F 20-49 TP 20-39 TP 14-19
77 AGF/GfK advertising block level, TA 01-30, 06-01 o'clock; TV total = all channels included unweighted;
Reach change of the Ø channels based on the result per individual channel, weighted with the
reach of the channel
The feelings in the
current situation
fluctuate between Thoughts about the Cornonavirus create mixed
concern and hope - feelings
confidence and fear
Sorge 63%
Hope 50%
Confidence 44%
Sadness 40%
Frustration 36%
Fear 36%
Question: To what extent do the following feelings apply to you when you think about the Corona virus?
Base: All respondents, n=1,490.
88 Source mScience Spotlight COVID-19: How is consumer life changing?
Survey period 20-24.3.2020 | Excerpts
...resulting in an increased need for information, but also a need for
distraction and entertainment.
At the beginning of the
crisis, the need for
information was dominant.
17% 24% 59%
neutral
Entertainment-oriented Information-oriented
99 Question: How would you describe your current media use?
Basis: All respondents, n=1,490.
TV serves both needs equally
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
News 2% 30% 65% 3%
Special reports on the Corona crisis 2% 26% 63% 9%
Information & education
Documentation 3% 63% 26% 8%
Movies 4% 68% 22% 6%
Series 4% 63% 22% 10%
Magazines 5% 51% 17% 27%
Talk Shows 5% 45% 17% 33%
Advice programmes 5% 57% 15% 23%
Casting Shows 7% 35% 5% 53% Entertainment & distraction
Reality Shows 7% 30% 4% 59%
Quiz shows 7% 55% 9% 29%
Entertainment shows 8% 42% 7% 42%
Sports shows 26% 36% 4% 35%
Fewer Unchanged More frequently I do not use
Question: To what extent has the use of the following TV content changed for you?
Basis: respondents who watch television or use media libraries, n=1,462.
Source mScience Spotlight COVID-19: How is consumer life changing?
10
Survey period March 20-24, 2020This is also reflected in the top 10 programmes - with the focus
shifting more to entertainment
TP 14+
KW 12 KW 13 KW 14 KW 15
RG Sender Program/Break RW in Mio Sender Program/Break RW in Mio Sender Program/Break RW in Mio Sender Program/Break RW in Mio
SARAH KOHR -
1 ARD TAGESSCHAU 12,13 ARD TAGESSCHAU 10,77 ARD TAGESSCHAU 10,84 ZDF 8,52
TEUFELSMOOR
TATORT: NIEMALS TATORT: KRIEG IM TATORT: DIE ZEIT IST MARIE BRAND UND
2 ARD 10,98 ARD 9,42 ARD 9,51 ZDF 8,17
OHNE MICH KOPF GEKOMMEN DIE LIEBE ZU VIERT
3 ARD TAGESSCHAU 9,37 ARD TAGESSCHAU 8,65 ARD TAGESSCHAU 7,67 ARD TAGESSCHAU 7,93
ANSPRACHE DER
4 ZDF 8,67 ARD TAGESSCHAU 7,87 ARD TAGESSCHAU 7,61 ARD TAGESSCHAU 7,79
BUNDESKANZLERIN
ARD EXTRA: DIE IN WAHRHEIT: STILL
5 ARD 8,52 ARD TAGESSCHAU 7,68 ZDF 7,11 ARD TAGESSCHAU 7,31
CORONA-LAGE RUHT DER SEE
ARD EXTRA: DIE NORD NORD MORD - DIE TOTEN VON TATORT: SUMM,
6 ARD 8,02 ZDF 7,55 ZDF 6,73 ARD 7,27
CORONA-LAGE SIEVERS UND DIE SALZBURG - WOLF IM SUMM, SUMM
ARD EXTRA: DIE
7 ARD TAGESSCHAU 7,90 ARD 7,35 ARD TAGESSCHAU 6,72 ZDF SOKO WISMAR 7,10
CORONA-LAGE
ARD EXTRA: DIE ARD EXTRA: DIE
8 ZDF WETTER 7,82 ARD TAGESSCHAU 7,13 ARD 6,59 ARD 7,09
CORONA-LAGE CORONA-LAGE
ARD EXTRA: DIE
9 ARD TAGESSCHAU 7,49 ARD 7,10 ARD TAGESSCHAU 6,53 ZDF HEUTE JOURNAL 6,79
CORONA-LAGE
10 ARD TAGESSCHAU 7,33 ZDF UNTER VERDACHT 6,99 ARD TAGESSCHAU 6,47 ARD TAGESSCHAU 6,66
News
Corona Special
11 AGF GfK data, programme reach, period of time KW 12-15 2020, all programmes between 6-1 pmThe young target group in particular is increasingly watching
entertainment programmes - shows, films and series.
TP 14-19
KW 12 KW 13 KW 14 KW 15
RG Sender Program/Break RW in Mio Sender Program/Break RW in Mio Sender Program/Break RW in Mio Sender Program/Break RW in Mio
GERMANY'S NEXT GERMANY'S NEXT GERMANY'S NEXT
1 PRO7 0,25 PRO7 0,39 PRO7 0,38 SAT.1 FACK JU GÖHTE 3 0,46
TOPMODEL - BY HEIDI KLUM TOPMODEL - BY HEIDI KLUM TOPMODEL - BY HEIDI KLUM
GERMANY'S NEXT
2 PRO7 STAR WARS: DIE LETZTEN JEDI 0,20 PRO7 THE MASKED SINGER 0,21 ARD TAGESSCHAU 0,21 PRO7 0,21
TOPMODEL - BY HEIDI KLUM
DEUTSCHLAND SUCHT DEN
3 PRO7 THE MANDALORIAN 0,19 ARD TAGESSCHAU 0,16 RTL SUPERSTAR - DAS GROSSE 0,20 PRO7 DEADPOOL 2 0,21
FINALE
40 JAHRE 'VERSTEHEN SIE PROMIS UNTER PALMEN -
4 PRO7 THE MASKED SINGER 0,19 PRO7 SUICIDE SQUAD 0,15 ARD SPAß?' - DIE GROßE 0,17 SAT.1 FÜR GELD MACHE ICH 0,21
GEBURTSTAGSSHOW ALLES!
5 SAT.1 SAT.1 WETTER 0,17 SAT.1 THE VOICE KIDS 0,15 SAT.1 THE VOICE KIDS 0,15 SAT.1 SAT.1 WETTER 0,20
HARRY POTTER UND DER HARRY POTTER UND DER
6 RTL DER LEHRER 0,17 SAT.1 ZOOMANIA 0,15 SAT.1 0,15 SAT.1 0,17
GEFANGENE VON ASKABAN ORDEN DES PHÖNIX
HARRY POTTER UND DIE PIRATES OF THE CARIBBEAN:
7 SAT.1 0,16 PRO7 RED. 0,14 PRO7 RED. 0,15 PRO7 0,16
KAMMER DES SCHRECKENS SALAZARS RACHE
PROMIS UNTER PALMEN -
8 VOX ANT-MAN 0,16 SAT.1 THE BIGGEST LOSER 0,14 SAT.1 FÜR GELD MACHE ICH 0,14 SAT.1 SAT.1 NACHRICHTEN 0,16
ALLES!
HARRY POTTER UND DER HARRY POTTER UND DER
9 SAT.1 0,15 ARD TAGESSCHAU 0,14 RTL LET' S DANCE 0,13 SAT.1 0,14
STEIN DER WEISEN FEUERKELCH
ANSPRACHE DER
10 ZDF 0,15 VOX DIE HÖHLE DER LÖWEN 0,14 RTL ZWEI BERLIN - TAG & NACHT 0,13 SAT.1 THE VOICE KIDS 0,13
BUNDESKANZLERIN
News
Corona Special
12 AGF GfK data, programme reach, period of time KW 12-15 2020, all programmes between 6-1 pmThe top environments over Easter also show a mixture of news, films
and shows
TP 14+ TP 14-19 Men 20-49
Rg
Station Date Program/Break Reach Mio Station Date Program/Break Reach Mio Station Date Program/Break Reach Mio
1 ZDF 11.04.2020 MARIE BRAND & DIE LIEBE ZU 4. 8,17 SAT.1 10.04.2020 FACK JU GÖHTE 3 0,46 SAT.1 10.04.2020 FACK JU GÖHTE 3 1,10
2 ARD 12.04.2020 TAGESSCHAU 7,93 PRO7 12.04.2020 DEADPOOL 2 0,21 ARD 12.04.2020 TAGESSCHAU 1,06
3 ARD 10.04.2020 TAGESSCHAU 7,79 SAT.1 10.04.2020 SAT.1 WETTER 0,20 ARD 11.04.2020 TAGESSCHAU 1,02
HARRY POTTER: ORDEN DES
4 ARD 11.04.2020 TAGESSCHAU 7,31 SAT.1 11.04.2020 0,17 PRO7 12.04.2020 DEADPOOL 2 0,99
PHÖNIX
5 ARD 12.04.2020 TATORT: SUMM, SUMM, SUMM 7,27 PRO7 10.04.2020 PIRATES OF THE CARIBBEAN 5 0,16 ARD 10.04.2020 TAGESSCHAU 0,95
6 ARD 11.04.2020 ANSPRACHE BUNDESPRAESIDENT 6,38 SAT.1 10.04.2020 SAT.1 NACHRICHTEN 0,16 RTL 12.04.2020 JUMANJI: WILLK. IM DSCHUNGEL 0,86
7 ZDF 10.04.2020 DER ALTE 6,25 SAT.1 10.04.2020 HARRY POTTER: FEUERKELCH 0,14 ARD 11.04.2020 ANSPRACHE BUNDESPRAESIDENT 0,74
8 ZDF 12.04.2020 DAS TRAUMSCHIFF 6,17 SAT.1 12.04.2020 THE VOICE KIDS 0,13 PRO7 10.04.2020 PIRATES OF THE CARIBBEAN 5 0,73
9 ARD 12.04.2020 TAGESTHEMEN 5,51 ARD 11.04.2020 ANSPRACHE BUNDESPRAESIDENT 0,12 PRO7 12.04.2020 JOHN WICK 0,66
10 ZDF 10.04.2020 HEUTE / WETTER 5,40 ARD 11.04.2020 KLEIN GEGEN GROß - DUELL 0,12 PRO7 11.04.2020 MARVEL'S THE AVENGERS 0,63
11 ARD 11.04.2020 KLEIN GEGEN GROß - DUELL 5,39 ARD 10.04.2020 TAGESSCHAU 0,12 ARD 12.04.2020 TATORT: SUMM, SUMM, SUMM 0,59
12 ZDF 10.04.2020 ÜBER LAND 5,20 PRO7 11.04.2020 MARVEL'S THE AVENGERS 0,12 RTL 12.04.2020 TOMB RAIDER 0,57
13 ZDF 11.04.2020 HEUTE 5,18 ARD 11.04.2020 TAGESSCHAU 0,11 PRO7 11.04.2020 CAPTAIN AMERICA: 1. AVENGER 0,55
14 ZDF 12.04.2020 HEUTE JOURNAL / WETTER 5,05 ARD 12.04.2020 TAGESSCHAU 0,11 PRO7 10.04.2020 MAD MAX: FURY ROAD 0,55
15 ZDF 12.04.2020 HEUTE / WETTER 4,67 SAT.1 11.04.2020 SAT.1 WETTER 0,11 RTL ZWEI 11.04.2020 DAS LEBEN DES BRIAN 0,51
16 SAT.1 10.04.2020 FACK JU GÖHTE 3 4,51 SAT.1 10.04.2020 BIG BROTHER 0,10 RTL 10.04.2020 RTL AKTUELL 0,47
17 ZDF 11.04.2020 DIE BERGRETTER 4,24 RTL 12.04.2020 JUMANJI: WILLK. IM DSCHUNGEL 0,10 RTL 10.04.2020 RTL AKTUELL - DAS WETTER 0,46
18 ARD 10.04.2020 DER ÜBERLÄUFER 4,19 PRO7 12.04.2020 JOHN WICK 0,10 RTL ZWEI 11.04.2020 DIE RITTER DER KOKOSNUSS 0,44
19 ZDF 11.04.2020 WETTER 4,15 PRO7 10.04.2020 THOR 0,09 PRO7 10.04.2020 THOR 0,44
20 ZDF 12.04.2020 TERRA X: DAS ALTE ÄGYPTEN 3,91 ARD 11.04.2020 TAGESTHEMEN 0,09 VOX 12.04.2020 AB INS BEET! DIE GARTEN-SOAP 0,43
13 AGF GfK data, programme reach, period of time 10.-13.4.2020, all programmes between 6-1 pmOnly the sports channels are losing due to the current situation vs.
the previous year - especially n-tv and Welt are gaining
enormously. Looking at the absolute reach, of course the "big"
channels continue to win.
Ø Index Ø weekly.
vs previous year reach
Ø weekly reach per channel | CW 12-15 2020 | TP 14+
250 60,0
200 50,0
155 147 40,0
150 316
123 122 121 119 118 115 114
113 113 113 112 110 110 108 107 106 105 104 30,0
103 101 100 96 96
100 85
61 20,0
50 35
10,0
0 0,0
Index vs. previous year average weekyl reach in %
Source: Videoscope, AGF GfK Daten, RW 6-1 o'clock, Panel D+EU incl. delayed usage | values
14
simple average of the weeks 12-15 2020, index vs. previous yearIn the young segment, the order of the "winners" changes a bit. But
also here, n-tv and WELT are able to gain quite a lot compared to
last year. With their formats, Pro7, Sat.1, RTL and VOX achieve the
highest reach in the target group.
Ø Index
vs previous year Ø weekly.
reach
Ø weekly reach per channel | CW 12-15 2020 | TP 14-19
250 60,0
216 213
206
200 192 192 50,0
179 174 174 172
365 169
160 157
149 143 40,0
150
274 121 120 118 114
112 109 106 30,0
97 97
100
73 69 20,0
63
50 35
10,0
0 0,0
Index vs. previous year average weekly reach in %
Source: Videoscope, AGF GfK Daten, RW 6-1 o'clock, Panel D+EU incl. delayed usage | values
15
simple average of the weeks 12-15 2020, index vs. previous yearUnsurprisingly,
children's channels
have also seen
growth - on
average, more Reach Index vs. previous year
children are sitting in
front of the television
screen for longer.
Sky Network 117 Kids 3-13
Disney
112
Channel Ø
Viewing Time
Nick 105 Index 148
vs. 2019
Super RTL 103
Reach index vs. previous year
16 Source: Videoscope, AGF GfK Daten, RW TA 12, Panel D+EU incl. delayed usage | values simple
average of the weeks 12-15 2020, index vs. previous yearAnd not only "classic" TV is recording growth,
streaming services are also benefiting.
This applies not only to the The offerings of ADA and Especially providers like DAZN,
ad-free offers. Disney+, for SOM (TVNOW & JOYN) also who of course have problems
example, which were reported increased growth. without up-to-date football
launched with enormous content, have to suffer.
success during this crisis According to
phase. According to DWDL, SevenOneMedia, JOYN, for Current subscriber numbers
Disney+ already reaches example, shows a significant were not available from the
more than 50 million increase in usage in recent provider.
subscribers. weeks.
1701 TV Performance Development
Content Impact of Corona on program
02 planning and production companies
03 Summary & Conclusion
18Program planning and
production companies struggle
with the impact of Corona
The regulations of the contact ban also
apply to TV and film productions.
This results in different challenges for the
production of the TV formats.
What are these and what could the
impact be in the medium term?
19New formats emerge and in some cases disappear again quickly,
information and support characterize the TV-stations’ strategies
The quarantine WG | RTL Corona Special Trucker 10 minute Berlin day and Information shows about
was only 3 days on air Babes | Kabel1 planned night special | RTL2 already Corona are on the program
produced every day.
The Tv-stations also support
the campaign
#wirbliebenzuhause and
have launched their own
initiatives.
20Nevertheless, the impact on programmes and productions is given
and also strongly depends on the type of shows
01 02 03 04
Impact on the Influence on the Stop production Financial aspects
realization / setup type of of formats by e.g. through
of the program - production, the Corona, e.g. extended
e.g. for shows work of the time-consuming payment terms
film shooting
production (see
companies and And loss of ProSiebenSat1)
editors and the content, e.g.
effort in the football
background, e.g.
daily soaps
211. Impact on the production | Shows without audience Shows, such as "Let's Dance" or "Wer wird Millionär" on RTL are produced without an audience. In the case of WWM this means the elimination of the audience joker. "Germany's Next Top Mode"l is also affected, the final was postponed. Pro7 "The Masked Singers" was discontinued because of a direct case of corona infection. Now it's on air again without any audience - the applause in the background comes from the tape. 22
1. Impact on the production| distance regulations and home office switches In talk shows, there is not only no audience, but the distance between the guests is extended to 2m. The broadcastings | Switch by mobile phone camera from the "home office" are also increasing significantly. The show "Sendung mit der Maus", for example, is currently being produced as such. This is not a local phenomenon, but is lived globally. US talk show hosts like Jimmy Kimmel, for example, broadcast cameras from their own homes via mobile phone and connect guests in this way. 23
2. Impact on production & effort in the background| guests and crew are limited Due to the limited travel possibilities, the possible on-site guests are limited to local people. Nobody is flown in today. Also the crew on site during productions has to be reduced in order to comply with the distance regulations. Make-up artists are partly or entirely dispensed or have to wear masks and gloves. The use of microphone fishing rods is increased, so that no personal contact is necessary to plug in the microphone. Everything is sanitized immediately. 24
2. Impact on production & effort in the background| rewriting scripts and technical tricks Where possible, the broadcasters and production companies keep the productions running. In order not to endanger the actors, it is often necessary to change the scripts! So kiss scenes are no longer realizable. To integrate them nevertheless, producers work with camera tricks to suggest a kiss initiation... In order to counteract a shooting failure due to a corona infection, productions keep whole replacement teams ready in the background to pre-produce a parallel thematic strand of a show and thus enable further programming. All this additional work also entails additional financial expenses. 25
3. Suspension of productions|
corona infections &
cancellations
Due to a corona infection, for
example, the show "Grill den
Hensler" was initially
discontinued. Production stop
The productions of RTL daily
Soaps have also been stopped.
!
The music live show "DIE
PASSION" planned by RTL for
Easter could not be realised.
ZDF has also declared a
complete stop of all in-house
productions, e.g. "ZDF
Fernsehgarten", but also daily
soaps like "Rote Rosen".
263. Setting of productions| complex shooting and contact ban The ARD has currently stopped production of the "Tatort". The production cannot be realized under the current conditions: outside shooting in public places is not possible, a distance of at least 2m cannot be guaranteed, etc. Not only local production companies have this problem, but also large US suppliers. The Gala of the German Television Award, "Deutscher Fernsehpreis" has also been cancelled. And "Rosin's Restaurants" was taken off air by Kabel 1 due to the current situation of the catering companies. 27
4. Financial aspects | extended
payment terms & additional
expenditure
The above-mentioned expenditure
also entails additional costs for
production companies and
broadcasters.
Which, as some broadcasting formats
have been discontinued, can
certainly continue to produce.
At the same time, ProSiebenSat.1
Media SE has extended its payment
terms to 90 days, which can be
problematic for some production
companies, as they have to pay in
advance for productions.
The good news: Pro7Sat.1 wants to
give preference to smaller companies
(according to DWDL) and help is to
come from other sources.
However, the situation also poses a
financial challenge for all market
participants, which is exacerbated by For more own flexibility
the loss of advertising revenues.
ProSiebenSat.1 raises payment term to three months
28 Quelle DWDL
https://www.dwdl.de/nachrichten/76989/prosiebensat1_setzt_zahlungsziel_auf_drei_monate_hoch/?utm_source=&utm_medium=&
utm_campaign=&utm_term=But what does this First good news is that so far no life-threatening
diseases are known.
mean for the
program? The second good news is that so far, the TV-
stations have been able to maintain their
programming as far as possible.
Future and current? The produced episodes of most series will last for
some time. Where they don't, they will help
Will the TV-stations themselves with reruns - sometimes this is already
the case. The longer the crisis lasts, the more
be able to maintain short-term and flexible the broadcasters will
their offer, which is have to react with their programming and resort
so important to stock material.
especially in the Film productions, both local and global, will be
crisis? cancelled for the time being. Another exciting
aspect will be the final decision on how to deal
with the matches of the 1st and 2nd Bundesliga.
If the matches are implemented without
audience participation, the TV stations will have
a huge audience.
In the medium term, the loss of advertising funds
for broadcasters and production companies -
not only locally - will become an increasing
financial threat.
2901 TV Performance Development
Content Impact of Corona on program
02 planning and production companies
03 Summary & Conclusion
30Summary
The performance of the TV stations is better than it has been for a long time -
the reach of the last few weeks is significantly higher than last year.
Not only small stations, news environments, children's stations, but also the big
TV stations and well-known top environments are performing very well.
The hard-to-reach segment of teenagers | young adults, but also of children,
is currently watching a lot of TV.In principle, this creates an opportunity for
advertisers to use this reach for themselves.
TV has an important role to play in the crisis - in addition to information,
television offers a refuge in distraction, a possibility for shared "campfire
moments". Broadcasters and production companies are meeting the
challenges in a creative way and are investing in programme maintenance
and design wherever possible.
Some productions and broadcasts - such as sports and major film productions
- are currently not globally viable. The additional financial challenges are
being met by sharply declining advertising budgets.
31Conclusion
The longer the Corona crisis | the ban on
contact continues, the greater the impact on
programme diversity (no new episodes for series,
no new footage...)
Increased costs combined with declining
advertising revenues pose a financial threat to
broadcasters and production companies.
The Corona crisis thus poses a medium-term
threat to the medium TV | video, which is so
important for all of us.
Advertisers who are able to use the power for
their campaigns in the current situation will not
only benefit from the high usage and reach, but
will also support the TV landscape in its struggle
in the current situation.
As an agency, we are aware that each of our
clients is also struggling with individual conditions
and challenges. Based on this, we develop
individual recommendations for each of them.
32Please stay healthy, everyone.
and take good care of yourself.
33And if you need help - no matter what topic
- please do not hesitate to contact your
MediaCom team.
34You can also read
