GERMANY

MEDIA LANDSCAPE
CONTENTS

• COUNTRY OVERVIEW
• OUTBOUND TRAVEL INSIGHTS
• MEDIA LANDSCAPE
• TELEVISION
• DIGITAL
• RADIO
• PRINT
• OUT OF HOME
• KEY UPCOMING OPPORTUNITIES
• APPENDIX
COUNTRY OVERVIEW
 Country Overview
THE SERVICE SECTOR CONTRIBUTES AROUND 70% OF THE TOTAL GDP

Services, which include industries

The land that gave birth to the Germany possesses a highly skilled, such as telecommunications, health
modern printing press, Ludwig van affluent workforce. The country’s care and tourism, contribute the
Beethoven and Immanuel Kant has population is aging, however, raising greatest amount to the country’s
strong traditions in literature, questions about the high level of economy. Industry and agriculture are
music and philosophy. spending for social services. other significant economic sectors.
OUTBOUND TRAVEL INSIGHTS
Outbound Tourism Overview
TRAVEL PATTERNS AND PREFERENCES (2019)

TRIP DURATION
• UAE is the 4th most visited
9-11 days long-haul destination.
Total outbound expenditure is
expected to stand at US$191.9
BOOKING LEAD TIME • Germany ranked 8th in the top
billion by 2022
source markets for Dubai in
56% book between 2 -6 months I 2019.
advance (medium 3-4 months)
• Average duration of travel to
the UAE: 13.1 days
DESTINATION TIME Spain is their most visited
destination • 560,000 tourists visited the
Propensity to visit architecture and UAE
sun & beach destinations in 2018.

• Their liking for beach

KEY TRAVEL TIME Visiting monuments and destinations and a preference
Gastronomy- top activities when for security brings them to
J F M A M J J A S O N D
traveling Dubai

Germans are the third highest-spending tourists globally.

Outbound Tourism Overview
GERMANY IS THE 7TH LARGEST SOURCE MARKET FOR DUBAI (JAN-MAY 2021)

Top 10 Source Markets For Visitors To Dubai (‘000 Visitors

Jan - May 2021) | Performance Of Top 10 Source Markets

Propensity to visit architecture and

sun & beach destinations

Source: DTCM Source: Expedia

MEDIA LANDSCAPE
Media Consumption Overview
99% OF PEOPLE IN GERMANY USE THE MASS MEDIA EVERY DAY

3H 33M
Average daily TV viewing (Broadcast, Streaming
& VOD)

4H 52M
Germans spend Daily internet consumption
More than 10 hours
consuming media every
day, with traditional
58%
media still consumed
of Germans have perceived an OOH site at least
significantly more than
once a week
digital.

4H 00M
Their consumption of radio is very high

84.6%
of the population read printed and digital newspaper
TELEVISION
Television
TOP TV STATIONS (2020)

Audience market share of top

television stations in Germany in
2020
Television
TV IS THE MOST CONSUMED TRADITIONAL MEDIA IN GERMANY

In 2020, 72% of
the German
population
watched TV.
Linear TV accounts
for 73% of daily
time spent
watching video in
Germany, but this
figure drops to 53%
Streaming services among 14-25 year-
account for 14% of olds.
the daily time spent
watching content
among 14-25 years
old, and 6% both in
total and for the
group aged 26-35.
Television – Impact of COVID-19
VIDEO STREAMING HAS CHANGED THE VIDEO CONSUMPTION LANDSCAPE IN GERMANY

There are 6.2

Million SVOD
users in Germany
as of May 2021,
hitting a record Netflix, Amazon
high. Prime and Disney+,
as well as local
operations, including
RTL’s TVNow and
ProSiebenSat.1’s Joyn
— have driven
explosive growth in
As many as 73% of the VOD market.
SVOD households
already subscribe
to two or more
streaming services.
DIGITAL
Digital
THE COUNTRY HAS 78 MILLION ACTIVE INTERNET USERS
Digital
LARGE SHARE OF ONLINE TIME IS SPENT ON YOUTUBE
Digital
SOCIAL MEDIA USERS INCREASED BY 7.7 MILLION BETWEEN 2020 AND 2021
Digital
FACEBOOK AND INSTAGRAM ARE THE MOST USED SOCIAL NETWORKING SITES
RADIO
Radio
WEB RADIO AUDIENCE ON THE RISE DUE TO COVID-19

Leading radio stations in Germany 2020

Radio is a popular mass About 80% of those

medium that above the age of 14
accompanies the public regularly listen to the
throughout the day. radio.

In 2016, at least 46% of

Germany sees 22%
Germans declared that
web radio audience
they use the radio as
growth since start of
primary source to
COVID-19 crisis.
access news.
PRINT
Print
NEWSPAPERS ARE NOT MANAGED BY THE STATE, BUT RUN BY PRIVATE MEDIA COMPANIES

Most Read Daily German

Newspaper 2019
• Germany has the fifth largest newspaper
market in the world, after China, India,
Japan and the USA

• There are around 323 daily newspapers,

23 weekly newspapers and six Sunday
newspapers circulated in Germany. In
addition, there are also 1,626 popular
magazines and a growing range of
specialist publications with a current total
of 5,600 titles

• Newspapers – in printed and digital form

– reach three quarters of the German-
speaking population every day
Print - Impact of COVID-19
RISE OF DIGITAL NEWSPAPER DURING COVID-19

Number of unique users of digital newspapers during the coronavirus

(COVID-19) epidemic in Germany in spring 2020, by segment
• As of March 2020, national
digital newspapers have
recorded 27.7 million unique
users. This was an increase
compared to the 25.6 million
registered a week before

• One in two Internet users in

Germany regularly use the
online services offered by
newspaper and magazine
publishers
OUT OF HOME
OOH
TOP OOH COMPANIES

Ströer SE & Co. KGaA is a German

out-of-home advertising, online
advertising, billboards and street
furniture company with headquarters
in Cologne.

The Wall GmbH is a German company

based in Berlin, which specializes in
outdoor advertising and street
furniture. It is present in Germany and
Turkey . The company has been part
of the JCDecaux group since 2009.

Awk Aussenwerbung outdoor

advertising is one of the major
providers of outdoor advertising.
The company has around 56,000
advertising media in its portfolio.
OOH
OUTDOOR ADVERTISING REVENUES AMOUNTED TO AROUND 1.2 BILLION EUROS IN GERMANY (2019)

Outdoor advertising revenue in Germany from 2003 to 2024*

(in million euros)
KEY UPCOMING OPPORTUNITIES
 Key Upcoming Opportunities
GERMANY REOPENED ITS BORDERS TO TOURISTS ON 25TH JUNE 2021

• New Year’s Day (Neujahr): January 1, 2021

• Three Kings Day (Heilige Drei Könige): January 6, 2021
• Carnival (Karneval): February 16, 2021
• Good Friday (Karfreitag): April 2, 2021
• Easter Monday (Ostermontag): April 5, 2021
• Labour Day (Tag der Arbeit): May 01, 2021
• Mother’s Day (Muttertag): May 9, 2021
• Ascension Day (Christi Himmelfahrt): May 13, 2021
• Whit Monday (Pfingstmontag): May 24, 2021
• Corpus Christi (Fronleichnam): June 3, 2021
• Assumption Day (Mariä Himmelfahrt): August 15, 2021
• Oktoberfest: from September 18, 2021, to October 3, 2021
• German Unity Day (Tag der deutschen Einheit): October 03, 2021
• Day of Reformation (Reformationstag): October 31, 2021
• All Saints’ Day (Allerheiligen): November 01, 2021
• Christmas Day (Weihnachtstag): December 25, 2021
APPENDIX
MEDIA TITLES
PRINT/ONLINE
KEY MEDIA- NEWSPAPER
Bild
Circulation: 1,182,699
Language: German

Total web visits: 212.02M

Average visit duration: 00:04:29

Bild is a German daily tabloid newspaper published by Axel Springer SE. It provides its readers with the mix of
news, gossip, crime stories and sensationalism. It is the best-selling European newspaper and has the
sixteenth-largest circulation worldwide being popular with German readers.

Die Zeit

Circulation: 574,492
Language: German

Total web visits: 42.51M

Average visit duration: 00:03:57

Die Zeit is a German national weekly newspaper published in Hamburg in Germany. As a weekly newspaper, it
views social events in a more extensive manner cultivating analysis and providing a balance between political
camps compared to a daily newspaper. The newspaper has a reputation for bringing quality to its readers.
Breaking news as well as general interest features are published.
KEY MEDIA- NEWSPAPER
Süddeutsche Zeitung
Circulation: 279,079
Language: German

Total web visits: 33.15M

Average visit duration: 00:02:29 min

The Süddeutsche Zeitung (SZ), published in Munich, Bavaria, is one of the largest daily newspapers in
Germany. The national edition features four sections: Politics, Culture, Economy and Sports. Editions sold in
Munich and its surrounding counties include local news inserts. SZ has won a number of prestigious awards
for its investigative journalism.

Frankfurter Allgemeine Zeitung

Circulation: 192,770
Language: German

Total web visits: 39.36M

Average visit duration: 00:02:16

The Frankfurter Allgemeine (FAZ) is a daily German newspaper founded in 1949. It provides its readers with
the most current news on politics, finance, sports, technology, travel and more. It stands for its independence,
quality journalism, exclusive news and well-founded analysis.
KEY MEDIA- NEWSPAPER

Handelsblatt
Circulation: 87,560
Language: German

Total web visits: 10.98M

Average visit duration: 00:01:47

The Handelsblatt is a German-language daily business newspaper published in Düsseldorf by Verlagsgruppe

Handelsblatt. With around 40 correspondents abroad, the Handelsblatt is on site in all business centers around
the world. An English-language digital edition was launched in 2014, called Handelsblatt Global Edition, which
aims to reach an international audience interested in German business and finance news.

Die Welt
Circulation: 66,957
Language: German

Total web visits: 67.10M

Average visit duration: 00:03:31

Die Welt is a German national daily newspaper, published as a broadsheet by Axel Springer SE. In 2015, the
editorial offices of Die Welt and the TV station N24 were merged to produce multimedia news. Since then, their
motto has been “online first”, meaning that all articles are published on the website immediately.
KEY MEDIA- NEWSPAPER

Die Tageszeitung
Circulation: 42,113
Language: German

Total web visits: 11.49M

Average visit duration: 00:01:21

Die Tageszeitung (taz), is a cooperative-owned German daily newspaper administrated by its employees. It
focuses on current politics, social issues such as inequality, ecological crises both local and international, and
other topics not covered by the more traditional and conservative newspapers.

Neues Deutschland
Circulation: 19,010
Language: German

Total web visits: Not publicly available

Average visit duration: Not publicly available

Neues Deutschland (ND) is a German daily newspaper, currently headquartered in Berlin. ND is oriented
towards a socialist viewpoint and is owned partially by The Left party. The goal is to give those in eastern
Germany a voice and to represent the democratic socialist viewpoint. Other traditional sections of a
newspaper are also included, such as an advice page, a television guide, classifieds, opinion columns, and
theme sections dealing with health, environment, and other issues.
Television
 KEY MEDIA - TV

ZDF
Share of total viewing: 13.6%

ZDF (Zweites Deutsches Fernsehen) is Germany’s national public television broadcaster. It offers full-
range generalist programming with a mix of information, education, arts, entertainment and sports. Its
coverage provides both a broad view on the world and a comprehensive picture of Germany.

Das Erste
Share of total viewing: 11.3%

Das Erste is the flagship national television channel of the ARD association of public broadcasting
corporations in Germany. It is a General Entertainment TV channel popular for its soap operas and
crime series.

RTL
Share of total viewing: 8.1%

RTL is a German free-to-air television channel owned by the RTL Group and is the largest private
network in Germany. The network broadcasts shows that include American hits as well as original
programming, made-for-TV movies, sports, news, and more.
 KEY MEDIA - TV

RTL 2
Share of total viewing: 3.0%

RTL Zwei, also known as RTL 2 is a German-language television channel that is operated by RTL2
Television GmbH & Co. KG. It broadcasts documentaries, reports, docu-soaps, TV series and films.

VOX
Share of total viewing: 4.6%

VOX or Vox is a German television channel, headquartered in Cologne and part of the RTL Group,
Europe's second largest TV, radio, and production company. The channel mainly broadcasts
documentaries and U.S. series and movies.

SAT.1
Share of total viewing: 5.6%

Sat.1 is a German free-to-air television channel that is a part of the ProSiebenSat.1 Media Group. The
channel broadcasts news, entertainment, lifestyle, sports, movies, series and reality-shows
programming.
KEY MEDIA - TV

ProSieben
Share of total viewing: 4.0%

ProSieben is a German free-to-air television network owned by ProSiebenSat.1 Media. It is Germany's

second-largest privately owned television company. Although ProSieben produces some of its
programming itself, it also airs many American imports.

Kabel Eins
Share of total viewing: 3.5%

Kabel Eins, is a German free-to-air television channel that was launched on 29 February 1992. It is
owned by ProSiebenSat.1 Media AG. It is largely known for airing classic American films as well as TV
series and documentaries. It is a sister channel of ProSieben.
RADIO
 KEY MEDIA

Bayern 1
Frequency: 91.3 MHz (München-Ismaning)
Language: German

Bayern 1 is a German, public radio station owned and operated by the Bayerischer Rundfunk (BR).
Musically, the station relies on golden hits and melodic pop.

SWR3
Frequency: 98.2 MHz (Diez)
Language: German

SWR3, a part of Sudwestrundfunk (SWR) group started broadcasting on August 30, 1998. SWR3 plays
the best pop songs, radio comics and live concerts around the clock to a target audience of 14-39-
year-olds.

WDR2
Frequency: 102.1 MHz (Olsberg)
Language: German

WDR 2 is a radio network owned and operated by the Westdeutscher Rundfunk (WDR) public
broadcasting organization in Germany. It focuses on contemporary pop and rock music for an adult
audience.
 KEY MEDIA

Antenne Bayern
Frequency: 107.5 MHz (Munich)
Language: German & English

Antenne Bayern is a private radio broadcaster in Bavaria based in Ismaning. It broadcasts both German
and international music covering hits, pop, rock and many more genres.

1LIVE
Frequency: 107 MHz (Olsberg)
Language: German

1LIVE is a radio network by the Westdeutscher Rundfunk public broadcasting corporation in Germany.
It broadcasts popular music aimed at the 14–39 age demographic.

NDR 2
Frequency: 87.6 MHz (Hamburg-Moorfleet)
Language: German

The NDR 2 is a part of Norddeutscher Rundfunk group, based in Hamburg. It offers the best of pop
hits and periodic news briefs.
 KEY MEDIA

Bayern 3
Frequency: 97.3 MHz (München-Ismaning)
Language: German

Bayern 3 is a public radio station owned and operated by the Bayerischer Rundfunk (BR). It started
operating on 1 April 1971 as BR’s third radio channel. It is focused on pop music but also plays rock
and urban hits.

Hit Radio FFH

Frequency: 88.1 MHz (Alsfeld)
Language: German

Hit Radio FFH is a part the group, Radio/Tele FFH GmbH & Co. Betriebs-KG. Its broadcasting began on
November 15 1989, in Frankfurt and is popular for providing adult contemporary music.

Radio ffn
Frequency: 103.1 MHz (Aurich)
Language: German

Radio ffn is a commercial radio station operated by Funk & Fernsehen Nordwestdeutschland GmbH &
Co. KG in Lower Saxony, Germany. It broadcasts music from the top pop artists and delivers weather
and news update between programs.
 KEY MEDIA

SWR4
Frequency: 87.6 MHz (Pforzheim/Wartberg)
Language: German

SWR4, a part of Sudwestrundfunk (SWR) group. As a music format, the station mainly plays German-
language modern hits. In addition, international evergreens, instrumental and folk music as well as
classical music on Sundays can be heard. it is particularly strong in the 50+ target group.

MDR Jump
Frequency: 90.2 MHz (Inselsberg)
Language: German

MDR Jump is an entertainment radio program from Mitteldeutscher Rundfunk (MDR). The target
group are adults between 20 and 49 years of age. It is the most listened to radio station in the east of
Germany. In addition to current charts, songs from the 1980s, 1990s and 2000s are played, as well as
informative and journalistic verbal contributions, and regional topics are also given attention.

Radio BOB!
Frequency: 101.4 MHz (Frankfurt)
Language: German

Radio Bob is a private Regiocast radio station in Hesse, which has been broadcasting from Kassel since
August 5, 2008. The music format is a rock-oriented program aimed at the core target group of
people aged 30 and over.
 KEY MEDIA

SWR1
Frequency: 88.4 MHz (Diez)
Language: German & English

SWR1 is the first radio program of the Südwestrundfunk. The music selection consists mainly of
English-language mainstream pop and rock music from the last 50 years, supplemented by German-
language hits and music from other European countries. The content of news covers current affairs,
weather, social event information and more. The target group are listeners aged 30 to 59.
hr3
Frequency: 89.7 MHz (Würzberg)
Language: German & English

hr3 is the pop music station of the Hessischer Rundfunk group (hr). Most of the music played on hr3
comes from German and international pop music. It has a listener base of 25 to 49 years old offering
them informative and entertaining daily programs.

hr4
Frequency: 103.8 MHz (Würzberg)
Language: German

hr4 is a radio program of the Hessischer Rundfunk in the format of a service and entertainment wave.
It started broadcasting on October 6, 1986. The station mainly offers German-language music.
Additionally, the programs include advice and consumer topics as well as current information, weather
forecast, traffic, mainly from Hessen. The target group are listeners aged 50 and over.
OUT OF HOME
GERMANY

Site
Berlin City West -
Wittelsbacherstraße 20

City
Berlin
Size
264.00 m²

Frequency (Contacts per

28 days)
1,573,455
GERMANY

Site
Berlin City Mitte -
Checkpoint Charlie

City
Berlin
Size
310.80 m²

Frequency (Contacts per

28 days)
3.228,710
GERMANY

Site
Berlin City Mitte -
Embassy district

City
Berlin
Size
1490 m²

Frequency (Contacts per

28 days)
4,878,258
GERMANY

Site
Berlin City West
-ICC International Congress
Center

City
Berlin
Size
96.77 m²/87.04 m²

Frequency (Contacts per

28 days)
5,017,350
GERMANY
Site
Berlin City West -
Kurfürstendamm

City
Berlin
Size
224 m²

Frequency (Contacts per

28 days)
2,554,757
GERMANY

Site
Berlin City West
Kurfürstendamm 227 |
Joachimsthaler Platz

City
Berlin
Size
104 m²

Frequency (Contacts per

28 days)
4,937,760
GERMANY

Site
Berlin City West
Potsdamer Platz / Leipziger
Platz (B1) / Government
district / vis-à-vis Mall of
Berlin

City
Berlin
Size
551 m²

Frequency (Contacts per

28 days)
2,635,003
GERMANY
Site
Berlin City East
Warschauer Straße |
Oberbaumbrücke |
Mediaspree | Ostkreuz |
Trendy district

City
Berlin
Size
288 m²

Frequency (Contacts per

28 days)
3,220,224
GERMANY

Site
Steglitzer Kreisel

City
Berlin
Size
497 m²

Traffic Figures
104,000/day
GERMANY
Site
Expocube Friedrich-Ebert-
Anlage

City
Frankfurt am Main

Size
70 m²

Traffic Figures
120,000/day
GERMANY

Site
Expocube Theodor-Heuss-
Allee

City
Frankfurt am Main

Size
70 m²

Traffic Figures
120,000/day
GERMANY

Flexiform Digital
billboards advertising is a
flexible form of outdoor
advertising.

The advertising media

can be placed in a
specific location or move
around in specific areas.
LET’S DISCUSS
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