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SBD Global/December 4, 2012/Media

ARD 'Virtually' Sells Out Presenting Packages For Winter Sports Broadcasts

The marketing arm of German public broadcaster ARD, ARD Werbung Sales & Services (AS&S), "is very satisfied with the commercial bookings for its winter sports broadcasts," according to Alexander Krei of DWDL. The marketing company revealed presenting packages "are virtually sold out." AS&S Head of Sports Marketing Michael Lina said, "We are especially happy to have acquired two truly new programming sponsors with Honda and engelbert strauss that are convinced by ARD's powerful winter sports offers and are also co-sponsors of the Vierschanzentournee." Remaining presenting packages "are only available for the ski jumping world cup and the Nordic Ski World Championships."

ICE AND SNOW:
In regards to ratings, ARD's winter sports broadcasts "pick up pace." An average of 3.46 million viewers tuned in to watch women's biathlon on Sunday, which equaled a market share of 20.4%. In the target demographic 14-49, ARD "obtained a 10.6% share." The following coverage of the men's luge world cup "still attracted 2.82 million viewers or a 16.6% share."

HARDWOOD WOES:
German free-to-air TV channel Sport 1 attracted a disappointing 100,000 viewers to its broadcast of Sunday's Basketball Bundesliga match-up between Alba Berlin and Bayern Munich. The number equaled a 0.5% market share. In the target demographic, the market share was even lower with 0.3%. Prior to the game, Sport 1 commentator Frank Buschmann wrote on Facebook: "If this game doesn't attract even 200,000 to 300,000 fans then I don't know anymore" (DWDL, 12/3). 
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