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SBD Global/October 5, 2012/MediaPrint All
New research into who actually tuned in to the London Paralympics finds the Games "achieved no discernible lift" in Channel 4's core 16- to 34-year-old demographic, according to Arif Durrani of MEDIA WEEK. The findings are from media insights specialist Ebiquity, whose latest study "quantifies the TV coverage for the first time through the cold lens of share of viewing and commercial impacts." Channel 4 CEO David Abraham’s team "got off to a flier," with the Opening Ceremony achieving a 40% share of viewing and a peak of 11.2 million viewers. Yet, the Paralympics "did not increase the amount of time people spent watching TV in the same way the Olympics had, when adults had found 20% more viewing time per day." Viewing habits during the Paralympics "were in line with the two weeks beforehand" (BRAND REPUBLIC, 10/4).
German pay-TV network Sky Deutschland has "attracted a record audience to its Tuesday coverage of the UEFA Champions League," according to Sidney Schering of QUOTENMETER.de. Sky's broadcast of Tuesday's Champions League games was watched by a record 920,000 viewers, or a 3.2% market share. In the marketing relevant target age group 14-49, Sky attracted 430,000, or a 3.8% share (QUOTENMETER.de, 10/3). BZ-BERLIN.de wrote that Wednesday's Champions League game between Borussia Dortmund and Man City "obtained a 21.8% market share." A total of 7.23 million viewers tuned in to watch the live broadcast of public broadcaster ZDF, which started its coverage at 8:45pm CEST (BZ-BERLIN, 10/4).
FRANCE: Pay-TV broadcaster Canal+'s broadcast of the UEFA Champions League match between Paris St. Germain and Porto FC was watched by 1.61 million people for a 27.4% market share. The result was better than PSG's first group stage game against Dinamo Kiev, which brought in 1.47 million viewers (LE PARISIEN, 10/4).
GERMAN HOOPS: QUOTENMETER.de's Manuel Weis reported that Sport1's live broadcast of the Basketball Bundesliga's season opener obtained "very respectable" ratings. Sport1's two-hour coverage of the season-opening match between Bayern Munich and EWE Baskets Oldenburg "was watched by about 160,000 viewers or a 1.2% share" (QUOTENMETER.de, 10/4).
Sportfive announced Thursday that media rights in Denmark for the 2014 Sochi Games and the 2016 Rio Games have been awarded to DR and TV2 Denmark A/S (TV2). Both broadcasters are long-standing partners of the IOC and have covered action from the Olympic Games for decades. As in previous years, they have committed to providing extensive coverage of both Games on free-to-air TV and pay-TV channels. For Sochi 2014 and Rio 2016, this will be supplemented by additional coverage on the Internet and on mobile devices. DR Head of Sport Tine Bendix said: "In light of the massive interest for London 2012 from Danish viewers it is important that this great celebration of sport is made available to all Danes" (Sportfive).
ARD Werbung Sales & Services (AS&S), the marketing arm of German public broadcaster ARD, "revealed the price list for TV commercials during the '12-13 winter sport season," according to HORIZONT.net. AS&S offers in addition to traditional spots in commercial blocks during winter sport broadcasts a number of other options, which include split and solo spots. The price of a 20-second commercial "varies from €4,400-€19,600 ($5,700-$25,400), which is equivalent to second price of €220-€980 ($285-$1,270)." ARD "will broadcast 34 winter sport events" between November and March (HORIZONT.net, 9/25).