week 22 / 28 May 2014

PEOPLE LOVETELEVISION

All about the 11th TV Effectiveness Day

United Kingdom Star-studded live shows

Luxembourg Enex expands in Africa

France Media for equity: Groupe M6 and Fami Hero join forces

week 22 / 28 May 2014

PEOPLE LOVETELEVISION

All about the 11th TV Effectiveness Day

United Kingdom Star-studded live shows

Luxembourg Enex expands in Africa

France Media for equity: Groupe M6 and Fami Hero join forces

Cover

PublisherRTL Group

45, Bd Pierre FriedenL-1543 Luxembourg

Editor, Design, ProductionRTL Group

Corporate Communications & Marketing

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Think before you print

QUICK VIEW

“A golden age”Wirkstoff TV p.4–7

Big Picturep.11

SHORTNEWS

p.12

Media for equity: Groupe M6 and

Fami Hero join forcesGroupe M6

p.9

Star-studded live showsFremantleMedia UK

p.8

Enex expands in Africa: 24 Live

(Nigeria) to join as 43rd member

Enex p.10

PEOPLE

p.13

4

“A GOLDEN AGE”

Germany – 28 May 2014

Wirkstoff TV

At the 11th TV Effectiveness Day

in Dusseldorf, the marketing body

Wirkstoff TV presented not only new research

results, but also new members

Presenter Wolfram Kons (left) and Martin Krapf, Managing Director of Wirkstoff TV

5

In 2014, TV Effectiveness Day was infused with the spirit of the football World Cup. The over 1,300 participants who had flocked to the Maritim Hotel in Dusseldorf under the heading ‘TV and video as a motor of the digital world’ were treated to fan scarves – and the event’s moderator Wolfram Kons subjected the lecturers to a few sporting trials. Apart from sharing the latest findings about advertising effectiveness, the presenters were urged to prove their football skills at a ‘goal wall’ and have their kicking speed recorded.

“Never before has so much TV and video content been accessed across all devices,” said Martin Krapf, Managing Director of the marketing body Wirkstoff TV to welcome participants at one of the biggest German TV industry events. “Video is becoming more and more important for viewers and advertisers. A golden age of screen media and audio-visual content is dawning – and TV is the engine behind this development,” Krapf added.

In the first presentation of the day, Guido Modenbach of Seven One Media introduced the ‘ROI Analyzer’, a project in which the company linked consumer analysis data (personal purchases recorded using scanners) to data from brand and advertising campaigns. The result is a detailed breakdown of the return on investment (ROI). All brands achieved an average short-term ROI of 1.15 – meaning they get more than one euro back for every euro invested. The study showed that over time, ROI actually rose to 2.66. The model predicts purchases depending on advertising exposure and brand loyalty.

As Modenbach emphasised: “The loyalty increase through advertising leads to a positive long-term effect. It is important to reach out to many people, because in the end what matters is not the potential buyer, but the purchase. That’s why reach is becoming more and more important. This will further increase the importance of TV in successful advertising as well.” At the end of his presentation,

Modenbach announced that the project would be extracted from Seven One Media and continued under the Wirkstoff TV umbrella – so that all the participating sales houses benefit from the findings.

Les Binet, Head of Effectiveness at Adam & Eve DDB, then spoke about TV effectiveness in the digital age. He also emphasised on the importance of the long-term effects of TV advertising, before Lindsey Clay, CEO of the British genre initiative Thinkbox, talked about word of mouth, and where conversations about brands start. She underlined that TV is the social medium and key paid channel in driving brand conversations and long-term brand health.

After the lunch break, Mediacom Managing Director Christian Franzen and Head of New Markets, Continental Europe at Twitter Benjamin Ampen discussed the similarities between TV and social networks like Twitter. Franzen said: “TV creates momentum; advertisers need to identify the right environment for their brand and then have to take a chance, be quick and find the right tonality to get in touch with their target group.”

Benjamin Ampen underlined the fruitful relationship between Twitter and television: “The content is on TV, the discussion takes place on Twitter,” Ampen said.

Next >

Guido Modenbach, Managing Director at Seven One Media

Les Binet, Head of Effectiveness at Adam & Eve

Christian Franzen, Managing Director at Mediacom

6

“People’s passion for television has not changed. People love television – but with Twitter they love it even more.” Ampen explained how television and Twitter complement each other and allow viewers to join their friends on the “virtual sofa.” For advertisers, he said, TV creates predictable moments of scale: “The Tweets are following the action.” The result: advertisers can target anyone engaged in the show. “Combining this with TV advertising helps to amplify the brand impact of TV advertising”, Ampen said, before closing with “TV is making Twitter strong and Twitter is enhancing TV.”

Maik Richter, Managing Director Consulting at the Heimat agency, talked about storytelling in advertising, highlighting the effectiveness of evocative stories. Afterwards, Martin Klarmann, Professor of Marketing at the Karlsruhe Institute of Technology presented an update on the ‘Wirkungsatlas’ project. The purpose of this central database for effectiveness research on video communications is to give the market structured access to existing effectiveness knowledge for benchmarking their advertising campaigns. In addition, it will show where new approaches for effectiveness research are needed (‘white spots’). In the long term, the ‘Wirkungsatlas’ also has the potential to yield general statements across all the research.

Bärbel Bolten, Director Media CT at Ipsos, then presented the results of the representative study ‘Screen Life in 2014’ which was commissioned by Wirkstoff TV. “Television is very important as a central point in people’s everyday lives. When people use multiple screens, the other devices – such as tablets, smartphones and laptops – play a complementary role,” said Bolten. Finally, Manfred Tautscher, MD at Millward Brown spoke about digital audiences and Guy Bisson talked about technological megatrends.

Before the topics of the day were discussed further at the evening get-together, the genre initiative greeted a new partner: Servus TV, the Red Bull Media House’s broadcaster brand. In mid-April, Wirkstoff TV had already welcomed two new partners on board: Disneymedia Plus and Arbeitsgemeinschaft Teletest, a syndicate of Austrian broadcasters and ad marketers. At the end of the day, it was Benjamin Ampen who achieved the highest score at the goal wall: 91 km/h. The presentations are available (mostly in German) at www.wirkstoff.tv.

Wirkstoff TV is a marketing body financed by the sales houses of Germany’s TV industry, among them IP Deutschland, the sales house of Mediengruppe RTL Deutschland.

Next >

Wolfram Kons

Martin Klarmann, from the Professor of Marketing at the Karlsruhe Institute of Technology

Bärbel Bolten, Director Media CT at Ipsos

7

‘SCREEN LIFE 2014’: TV IS A CENTRAL ELEMENT IN MULTI-SCREENING

Television remains very important as a central point in people’s everyday lives, while devices such as smart phone, tablet or laptop when multi-screening have a complementary function – concludes the ‘Screen Life 2014’ study. Conducted by Ipsos on behalf of Wirkstoff TV, it surveyed 1,500 people aged 14 to 65. The key findings at a glance:

TV remains the central element: 98 per cent of German households have a TV set in their living rooms. 96 per cent of Germans watch television daily. For 72 per cent, the TV is the central point in the home, while 66 per cent (broadest user pool) use a second screen (PC, laptop, tablet, smartphone) while watching TV, at least rarely/occasionally.

Linear TV dominates video usage: 94 per cent mostly watch programmes when they are broadcast on TV (linear use); time-shifted viewing of TV is still very low across all devices. However: 56 per cent use video on other devices as well, especially on laptops and smartphones.

TV is the basic medium, even for younger people: Overall, people’s use of series, films and videos via the Internet is still low. 14 to 65 year olds watch 6 minutes per day on the Internet (TV: 174 minutes), 14- to 29-year-olds watch 12 minutes (TV: 156 minutes).

TV as a relaxed evening event: the later the hour, the bigger TV’s role as a social event and as a lean-back-and-relax medium. Exclusive TV use is highest here – multi-screening on other devices declines accordingly over the day.

Get together after the event

8

The Britain’s Got Talent (BGT) live shows kicked off on Monday 26 May, promising a week full of undeniable talent, high-profile musical performances and a nail-biting grand finale. United Kingdom – 27 May 2014

The search for this year’s representative of ultimate British talent is coming to a close. The season promises to go out with a bang, with a week of star-studded live-show performances: Will.i.Am, Little Mix, Ed Sheeran, The Vamps and Ella Henderson will all take to the BGT stage. The remaining 45 acts who impressed the judges thus far, will now try to secure the Great British public’s vote, for the chance to perform in front of the Royal Family at this year’s Royal Variety Performances as well as a £250,000 cash prize.

As Britain crowns its winner on Saturday 7 June in the grand finale, platinum selling girl group Little Mix will join forces with dance troupe Diversity in an exclusive routine to the song Salute and an extra special guest, yet to be announced, will also take to the stage for a stunning performance.

While the BGT judges – Simon Cowell, David Walliams, Alesha Dixon and Amanda Holden – will be on hand, it’s down to the public to vote for their favourite. The act with the highest number of votes will automatically go through to the live grand finale, with the judges choosing between the two runners-up.

Tune in to ITV1 from Monday 26 until Saturday 31 of May for the live semi-finals and Saturday 7 June for the grand finale.

STAR-STUDDED LIVE SHOWS FremantleMedia UK

The BGT judges from left to right: David Walliams, Alesha Dixon, Amanda Holden and Simon Cowell

THE LIVE SHOWS LINE-UP:

Ella Henderson introduced her debut single Ghost in the first of the live shows on Monday 26 May

Ed Sheeran will treat viewers to his smash hit Sing on Tuesday 27 May

The Vamps hit the stage on Wednesday 28 May with their song Last Night

Global superstar Will.i.Am makes his Britain’s Got Talent debut on Thursday 29 May, performing his brand new tune Birthday

In the last of the semi-finals on Saturday 31 May, BGT 2013 winners Attraction will be welcomed back alongside Welsh singing duo Richard & Allen, performing Can You Feel The Love

9

JAÏNA CAPITAL – DID YOU KNOW?

Jaïna Capital is an investment fund created in 2010 by Marc Simoncini, whose goal is to invest in innovative companies with high potential. As head of the fund, Marc Simoncini aims to support talented entrepreneurs in the development and success of their businesses. The fund is a committed partner for start-ups whose objective is to be the leader in their respective sectors and, since its foundation, it has invested in over 20 companies.

Groupe M6 and the innovative FamiHero.com platform, France’s leading family services website, have just signed a strategic partnership. France – 27 May 2014

Fami Hero has raised almost 3 million euros with Jaïna Capital (see box); with this support it has now launched an ambitious plan for the development of new products and services to be deployed throughout 2014. It is now marking a major new stage in its growth with the signing of a strategic partnership with M6, which will in the coming months ensure the high visibility of Fami Hero both on Groupe M6 channels and websites.

Nicolas de Tavernost, Chairman of Groupe M6, comments: “Groupe M6 is pleased to be establishing a strategic partnership with Fami Hero, which is an innovative and entrepreneurial company. The market for online personal services is very promising and, with the strong support of Jaïna Capital, we are convinced that Fami Hero has everything it needs to succeed. Groupe M6 will help this offer develop with maximum exposure, thus accelerating its growth. This new targeted partnership is another example of Groupe M6’s strategy of working closely with the entrepreneurs and investors who are involved in creating the businesses of tomorrow.”

Swann Robbes, CEO of Fami Hero, adds: “This partnership builds on the lessons and successes of our first advertising campaigns and will allow Fami Hero to increase its visibility, attracting and persuading more and more families of its merits. We are particularly pleased that this partnership allows us to rely on the expertise of a group like M6.”

Launched in January 2013, the Fami Hero platform provides efficient and reliable tools that allow direct linking with trustworthy providers of all types of everyday services (childcare, tutoring, housework, gardening, odd jobs, etc.). Over 200,000 members use its services each day.

MEDIA FOR EQUITY: GROUPE M6 AND FAMI HERO JOIN FORCES

Groupe M6

Groupe M6 and the innovative FamiHero.com platform, France’s leading family services site, have just signed a strategic partnership

10

A new partnership agreement signed between Enex, the international television news provider, and 24 Live, a 24-hour news network for Nigeria and West Africa, sees 24 Live share content and resources with the 42 other TV broadcast partners belonging to Enex worldwide. Luxembourg – 28 May 2014

24 Live targets Nigeria and West Africa at a time of growing economic wealth in the south and brutal terrorist activity to the north. The channel will broadcast from the commercial capital of Africa’s largest economy, Lagos, the political capital of Africa’s most populous nation, Abuja, as well as from Kano in the sub-Saharan north and Port Harcourt, dominating the rich oil deltas to the east. In addition, 24 Live will have its international hub in London, located in close proximity to the CBS London Bureau.

24 Live CEO John O’Loan comments: “Enex membership is an important milestone in launching 24 Live, and we look forward to being part of this unique international network.”

Enex Managing Director Henning Tewes says: “We welcome 24 Live as a new member and wish John and his team good luck in the first months of operation. The story of the missing girls has reinforced international interest in Nigeria, and we look forward to being able to cover developments in this important country in Africa with the help of our colleagues at 24 Live going forward.”

ENEX EXPANDS IN AFRICA: 24 LIVE (NIGERIA) TO JOIN AS 43RD MEMBER

Enex

ABOUT 24 LIVE

At the helm of 24 Live are two of the founding members of the Sky News team, John O’Loan and Elwyn Evans, with former Channel 5 News Chief, Gary Rogers. As one of the founders of Enex when he was CEO of Sky News, O’Loan has become the first person to join Enex twice. 24 Live will be available on free-to-air satellite, as well as through terrestrial and online distribution across Africa.

With its own SNG channels connecting Africa with Europe on Eutelsat 16A and dedicated 20Mpbs broadband connecting 24 Live’s four Nigerian news centres with CBS News and its own London news center, 24 Live will be in a unique position to provide exclusive, extended coverage and technical infrastructure to Enex members, when it begins operations later in the year.

L’Amour est dans le pré5,5 million viewers watched the first part of

the M6 programme special of L’Amour est dans le pré, at 20:50 on Monday 26 May. The episode presented

by host Karine Le Marchand (pictured centre) achieved a 32.2 per cent audience share among housewives

under 50, making this the best performance for a television special of L’Amour est dans le pré

on M6 in the last two years.

12

RTL II wins German Prize for Online CommunicationRTL II At the ‘Deutschen Preis für Onlinekommunikation’ gala event in Berlin, RTL II was awarded for the online community performance of daily soap Köln 50667. The prize is awarded annually since 2011 by the magazine Pressesprecher. Germany – 23 May 2014

AGT is back! FremantleMedia North America The ninth season of America’s Got Talent returned to NBC on Tuesday 27 May. Howie, Heidi, Mel B and Howard are back to find America’s next superstar, with Nick Canon returning as host.North America – 27 May 2014

Belgium’s French-language radio market in January to March 2014 Bel RTL / Radio Contact According to the radio audience results in French-speaking Belgium published by the CIM for the period of January to March 2014 (survey 2014-1), Bel RTL and Radio Contact confirmed their market leadership, remaining ahead of their competitors in the general-interest and music categories.Belgium – 26 May 2014

Successful launch for Rose Carpet Groupe M6 The Youtube channel launched by Groupe M6 had an excellent start with one million video views since its launch on 7 April. With its two muses, Enjoy Phoenix and Emmy Make Up Pro, the channel is a hit among 13- to 25-year-old girls.France – 26 May 2014

Antena 3 lands Extant Antena 3 Atresmedia’s flagship channel has secured the exclusive broadcasting rights to the new American thriller series Extant, produced by Steven Spielberg and starring Oscar winner Halle Berry.Spain – 23 May 2014

SHORT NEWS 1/1

13

PEOPLE

ALBERT VERLINDE AND WINSTON GERSCHTANOWITZ

RTL 4 The Netherlands – 28 May 2014

Albert Verlinde has fronted the live format since its start in 2001. Winston Gerschtanowitz joined him in 2008 to co-host the Blue-Circle-produced daily programme. When RTL Boulevard launched it was followed by an average of 600,000 viewers its first month. 13 years on it is still very popular and attracts up to a million viewers every week day.

The presenter duo of RTL 4’s access prime time programme RTL Boulevard extended their contract with RTL Nederland on 26 May 2014.

Erland Galjaard, Programme Director of RTL Nederland comments: “Albert and Winston have been a very strong duo for six years now, while RTL Boulevard is an incredibly important programme for the channel. It is one of the strongest fixtures of our access prime time, five days a week. Viewers adore them, probably because of their ability to offer an interesting and exciting live programme on a daily basis.”

From left to right: RTL Nederland CEO Bert Habets, Winston Gerschtanowitz, Albert Verlinde, RTL Nederland Programme Director Erland Galjaard and RTL Nederland COO Sven Sauvé

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