Pay-TV company BSkyB "announced a surprise five-year extension to its deal" to show live matches from English football's lower tiers on Thursday, an early renewal sparked by BT's entry into the market, according to Keith Weir of REUTERS. A source close to the talks said that the new TV agreement will be worth between £85-£90M ($129M-$137M) per season when it starts in '15, up from £65M ($99M) "under the current deal." BSkyB will show 148 live matches, "an increase from the 111 it shows at present" (REUTERS, 7/18).
The season-opening weekend of Germany's 2nd Bundesliga and 3rd League "recorded convincing ratings on free and pay TV," according to Manuel Nunez Sanchez of QUOTENMETER. On early Saturday afternoon, pay-TV channel Sky showed the 2nd Bundesliga game between SC Paderborn and FC Kaiserslautern. The game, which started at 1pm, attracted 180,000 viewers and had a 2.2% market share. In the target demographic 14-49, Kaiserslautern's 1-0 victory was watched by 140,000 viewers and reached a 4.2% share. Following the first game, Sky aired the game between Dresden and Cologne. The match, which started at 3:30pm, attracted 320,000 viewers. The number equaled a 3.3% share. In the target demographic, the 1-1 draw was watched by 200,000 viewers and obtained a 5.3% share. On free-to-air TV channel NDR, the 3rd League game between Hansa Rostock and Holstein Kiel attracted an average of 290,000 viewers. The match, which started at 2pm, received a market share of 3.3%. In the target demographic, the goalless draw was watched by 110,000 viewers and had a 3.2% share (QUOTENMETER, 7/21).
TELEKOM CUP: QUOTENMETER's Sanchez also reported the annual Telekom Cup preseason tournament received high ratings on free-to-air TV channel Sat.1. The game between Bundesliga sides Borussia Mönchengladbach and Borussia Dortmund, which started at 4:45pm, attracted 1.16 million viewers and a 11.6% share during the first half. In the second half of the game, the viewership increased to 1.7 million and reached a 16.3% share. In the target demographic, the first half was watched by 550,000 viewers and obtained a 14.1% share. The second half of Dortmund's 1-0 victory attracted 740,000 viewers and had a 18.5% market share. The second match between Bayern Munich and Hamburg SV attracted an average of 1.88 million viewers. The number translated into a 15.4% share for the game's first half, which started at 6:30pm. The second half had a 13% share while 1.86 million viewers tuned in. In the target demographic, the two halves of Munich's 4-0 victory obtained a market share of 20.4% and 17.2%, respectively (QUOTENMETER, 7/21).