SZ BRAND Performance The Süddeutsche Zeitung brand

Size: px

Start display at page:

Download "SZ BRAND Performance The Süddeutsche Zeitung brand"

Norman Gibson
5 years ago
Views:

1 SZ BRAND Performance The Süddeutsche Zeitung brand SZ Market research effective August 2018 N:\Basics\1_PPT_Br\2018\ SZ_Performance_gesamt_0818_E

2 The Süddeutsche Zeitung brand Facts in brief Wide coverage and premium platforms Print and online: 5.37 million readers per day / users per week Highest brand reach among the dailies/weeklies within the decision-maker target group 876,000 decision-makers read and/or use at least one SZ product (print or digital) Media performance: Net calculated with print (readers per issue) and website usage, smartphone/tablet/app usage (users per week) Sources: Best for Planning (b4p) 2017/3; German speaking population aged 14 years+: M individuals; Leseranalyse Entscheidungsträger (LAE) 2018; Total number of decision-maker in Germany: 2.93 M individuals

3 Süddeutsche Zeitung a successful brand Cross media reach 5,370,000 Readers per issue / users per week within the total population 876,000 Readers per issue / users per week among the decision-maker target group Media performance: Net calculated with print (readers per issue) and website usage, smartphone/tablet/app usage (users per week) Sources: Best for Planning (b4p) 2017/3; German speaking population aged 14 years+: M individuals; Leseranalyse Entscheidungsträger (LAE) 2018; Total number of decision-maker in Germany: 2.93 M individuals

4 Combined media portfolio In comparison with the competitive set of dailies Die Welt Süddeutsche Zeitung Frankfurter Allgemeine Handelsblatt readers/users Media performance: Net calculated with print (readers per issue) and website usage, smartphone/tablet/app usage (users per week); FAZ/Welt without the weeklies FAS/WamS Source: Best for Planning (b4p) 2017/3; German speaking population aged 14 years+: M individuals

5 SZ brand reach among decision-maker SZ is the leading daily in the LAE readership survey SZ Die Welt Frankfurter Allgemeine Handelsblatt readers/users * No combinations Media performance: Net calculated with print (readers per issue) and website usage, smartphone/tablet/app usage (users per week); FAZ/Welt without the weeklies FAS/WamS Source: Leseranalyse Entscheidungsträger (LAE) 2018; Total number of decision-maker in Germany: 2.93 M individuals

6 SZ across all platforms 5.37 million individuals use the offer of Süddeutsche Zeitung 1.24 M readers per issue 4.46 M users per week Süddeutsche Zeitung 0.91 M exclusive readers 330,000 duplication SZ.de 4.13 M exclusive users Overall 5.37 million individuals read at least one SZ print or digital offer 910,000 exclusively read print 4.13 million exclusive weekly digital users 330,000 read print daily and also use SZ digital properties weekly Media performance: Net calculated with print (readers per issue) and website usage, smartphone/tablet/app usage (users per week) Source: Best for Planning (b4p) 2017/3; German speaking population aged 14 years+: M individuals; The illustration is not true to scale

7 Süddeutsche Zeitung and SZ.de Distinct profile year-old individuals Age groups Süddeutsche Zeitung SZ.de Total population 53% 61% 44% Higher education A-levels, university degree 30% 54% 70% High income Net income per household and month 3,000 Euros + 40% 49% 68% Source: Best for Planning (b4p) 2017/3; German speaking population aged 14 years+: M individuals = 100%; Süddeutsche Zeitung: readers per issue: 1.24 M. individuals = 100%; SZ.de = website usage, smartphone/tablet/app usage (users per week): 4,46 M individuals = 100%

Wide coverage and premium platforms Facts in brief mobile App 1.25 M readers per issue 1 1.

99 M Unique User per week 3 65,008 subscribers in total 4 2.35 M readers per week with 7.

83 M contacts 2 5.22 M Unique User per month 3 7.54 M Unique User per month 3 2.

frequency 4 / 2) Allensbacher Markt- und Werbeträgeranalyse (AWA) 2018, German speaking 45 M

8 Wide coverage and premium platforms Facts in brief mobile App 1.25 M readers per issue M readers per issue M readers per issue M Unique User per week M Unique User per week 3 65,008 subscribers in total M readers per week with 7.50 M contacts M readers per month with 5.00 M contacts M readers per month with 4.83 M contacts M Unique User per month M Unique User per month M readers per month with M contacts M PIs per month M PIs per month M Visits per month M Visits per month 3 Sources: 1) Media-Analyse (agma) 2018 daily newspapers, German speaking population aged 14 years+: M individuals; SZ: per week = frequency 6, per month = frequency 24; SZ am Wochenende: per month = frequency 4 / 2) Allensbacher Markt- und Werbeträgeranalyse (AWA) 2018, German speaking population aged 14 years+: M individuals; SZ-Magazin: per month = frequency 4 / 3) digital facts (AGOF) , June and average April-June, website usage, smartphone/tablet/app usage in the last 3 months aged 16+: M individuals; IVWonline , June, website usage, smartphone/tablet/app usage / 4) IVW audited circulation, Q II 2018; Mon.-Sat.

$effective August 2018 N:\Basics\1_PPT_Br\2018\$

9 SZ PRINT Performance Süddeutsche Zeitung Print SZ Market research effective August 2018 N:\Basics\1_PPT_Br\2018\ SZ_Performance_gesamt_0818_E

10 Süddeutsche Zeitung Print Facts in brief Leading Süddeutsche Zeitung ranks ahead the national quality dailies with about 343,500 net paid copies per day and 1.25 million daily readers High share of exclusive readers The duplication of SZ readers and readers of other national dailies is low: It is about 5% Strength in key target groups Well-educated, high net-worth hhi, consumption oriented readers with a higher professional status Leading quality newspaper among decision-makers Sources: IVW audited circulation, Q II 2018, net paid circulation Mon.-Sat.; Media-Analyse (agma) 2018 daily newspapers; German speaking population aged 14 years+: M individuals; Leseranalyse Entscheidungsträger (LAE) 2018; Total number of decision-maker in Germany: 2.93 M individuals

11 The Süddeutsche Zeitung at a glance Print Performance 343,540 Net paid copies Monday to Saturday 1,250,000 Readers per issue within the total population 453,000 Readers per issue among decision-makers Sources: IVW audited circulation, Q II 2018, net paid circulation Mon.-Sat.; Media-Analyse (agma) 2018 daily newspapers; German speaking population aged 14 years+: M individuals; Leseranalyse Entscheidungsträger (LAE) 2018; Total number of decision-maker in Germany: 2.93 M individuals

12 Highest net paid copies: Süddeutsche Zeitung IVW Q II 2018 Monday-Friday Saturday Monday-Saturday SZ FAZ Welt** Hbl. SZ FAZ Welt** Hbl.* SZ FAZ Welt** Hbl.* * Monday-Friday / ** Monday-Saturday; Die Welt/Welt kompakt = Welt Print Werktag Source: IVW audited circulation, Q II 2018, net paid circulation

13 Solid circulation: subscription/single copies IVW Q II 2018 Circulation structure Sold copies Monday-Saturday Other Sales Inflight Single copies Subscription Süddeutsche Zeitung Frankfurter Allgemeine Die Welt / Welt kompakt** Handelsblatt* * Monday-Friday / ** Monday-Saturday; Die Welt/Welt kompakt = Welt Print Werktag Source: IVW audited circulation, Q II 2018

14 Sold copies Süddeutsche Zeitung IVW Q II copies Nearly 329,000 net paid copies from Monday to Friday On Saturdays the circulation is even higher and reaches more than 413,000 copies Monday-Friday Saturday Monday-Saturday Source: IVW audited circulation, Q II 2018

15 Süddeutsche Zeitung: 1.25 M readers daily Leading in the category of national quality dailies Süddeutsche Zeitung Frankfurter Allgemeine Welt/Welt kompakt Handelsblatt readers Die Welt/Welt kompakt = Welt Print Werktag Source: Media-Analyse (agma) 2018 daily newspapers; German speaking population aged 14 years+: M individuals

16 Highest print reach within decision-maker Rank 1 of the dailies and weeklies in the LAE* Süddeutsche Zeitung DIE ZEIT WELT / Welt kompakt** Frankfurter Allgemeine Handelsblatt VDI nachrichten Frankfurter Allg. Sonntagszeitung readers * No combinations / ** Die Welt/Welt kompakt = Welt Print Werktag Source: Leseranalyse Entscheidungsträger (LAE) 2018; Total number of decision-maker in Germany: 2.93 M individuals

17 High share of exclusive readers Low reader duplication Süddeutsche Zeitung readers Frankfurter Allgemeine Welt/Welt kompakt A low duplication means a high share of exclusive readers Handelsblatt exclusive readers duplication exclusive readers SZ/FAZ = 1.94 M SZ/Welt = 1.84 M = 94% = 95% In comparison with FAZ, Die Welt and Handelsblatt only 5%-6% of the SZ readers also chose one of these titles in addition to Süddeutsche Zeitung SZ/HB = 1.66 M = 94% Die Welt/Welt kompakt = Welt Print Werktag Source: Media-Analyse (agma) 2018 daily newspapers; German speaking population aged 14 years+: M individuals

18 High share of exclusive readers Süddeutsche Zeitung 1,080,000 Exclusive readers who cannot be reached with FAZ, Welt or Handelsblatt 87% The share of exclusive SZ readers is highest among the national quality dailies Source: Media-Analyse (agma) 2018 daily newspapers; German speaking population aged 14 years+: M individuals

19 Süddeutsche Zeitung: Distinct profile SZ readers belong to the upper well-educated class Total population year-old individuals Age groups 51% 44% Higher education A-levels, university degree 76% 31% High income Net income per household and month 3,000 Euros + 65% 42% Source: Media-Analyse (agma) 2018 daily newspapers; German speaking population aged 14 years+: M individuals = 100%; Süddeutsche Zeitung readers per issue: 1,25 M individuals = 100%

20 SZ readers exalted typology Above average in the target group of multipliers or trendsetters Total population Forceful Personality & Multipliers 40% 24% Typology Powerful and well educated 51% 23% Social- and Economical Status: Level 1-2 Innovators and Trendsetters 33% 16% Outlook on innovations Source: Allensbacher Markt- und Werbeträgeranalyse (AWA) 2018, German speaking population aged 14 years+: M individuals = 100%; Süddeutsche Zeitung readers per issue: 1,20 M individuals = 100%

21 Strong performance and cost efficiency Three criteria to choose an advertising medium Sold copies, Mon-Sat Readers Cost per 1,000 readers SZ FAZ Welt** Hbl* SZ FAZ Welt** Hbl SZ FAZ Welt** Hbl * Monday-Friday / ** Monday-Saturday; Die Welt/Welt kompakt = Welt Print Werktag Formats and rates: 1/4 page corner, bw/4c, Mon-Fri, (effective 01/2018); Handelsblatt ad format: magazine corner Sources: IVW audited circulation, Q II 2018, net paid circulation; Media-Analyse (agma) 2018 daily newspapers; German speaking population aged 14 years+: M individuals

22 SZ DIGITAL Performance Digital offers SZ Market research effective August 2018 N:\Basics\1_PPT_Br\2018\ SZ_Performance_gesamt_0818_E

The digital offers Facts in brief Desktop and mobile users altogether 58.94 M visits per month 11.60 M Unique User SZ.

decision-maker among the digital portfolio (online, mobile, app) of the national quality dailies Website usage, smartphone/tablet/app usage (users per month) Sources: IVW online 2018-06, June;

23 The digital offers Facts in brief Desktop and mobile users altogether M visits per month M Unique User SZ.de users highly demanded target group well-educated, with purchasing power, in higher job positions SZ App steadily increasing subscribers numbers currently 65,008 subscribers Leading among decision-maker among the digital portfolio (online, mobile, app) of the national quality dailies Website usage, smartphone/tablet/app usage (users per month) Sources: IVW online , June; digital facts (AGOF) , June, website usage, smartphone/tablet/app usage in the last 3 months aged 16+: M individuals; IVW audited circulation, Q II 2018, Mon.-Sat.; Leseranalyse Entscheidungsträger (LAE) 2018; Total number of decision-maker in Germany: 2.93 M individuals

24 SZ.de at a glance Website usage, smartphone/tablet/app usage M Page Impressions (PIs) per month M Visits per month M Unique User per month Sources: IVW online , June; digital facts (AGOF) , June; website usage, smartphone/tablet/app usage in the last 3 months aged 16+: M individuals

25 SZ is level with Die ZEIT and FAZ Digital offer of the national quality dailies and weeklies welt.de 20,89 mill. zeit.de 12,21 mill. SZ.de 11,60 mill. faz.net 11,18 mill. handelsblatt.com 4,23 mill. Unique User per month Website usage, smartphone/tablet/app usage (users per month) Source: digital facts (AGOF) , June; website usage, smartphone/tablet/app usage in the last 3 months aged 16+: M individuals

26 SZ Digital among decision-maker Rank 1 of the dailies and weeklies in the LAE* SZ.de faz.net welt.de zeit.de handelsblatt.com ingenieur.de users per week Online, mobile, App(s) Source: Leseranalyse Entscheidungsträger (LAE) 2018; Total number of decision-maker in Germany: 2.93 M individuals

27 SZ.de: Unique User via desktop or mobile million are desktop and/or mobile users desktop users 5.22 M Unique Users monthly mobile/app(s) 7.54 M Unique Users monthly SZ.de via desktop 4.06 M exclusive users SZ.de via mobile 6.38 M exclusive users SZ.de (desktop and/or mobile) reaches million unique users (monthly) 4.06 million individuals are desktop users only 6.38 million are mobile users only 1.16 million are desktop as well as mobile users 1.16 M duplication Website usage, smartphone/tablet/app usage (users per month) Source: digital facts (AGOF) , June; website usage, smartphone/tablet/app usage in the last 3 months aged 16+: M individuals; The illustration is not true to scale

28 Monthly Unique Users of SZ.de Above average in the upper education and higher income group Online users year-old individuals Age groups 59% 51% Higher education A-levels, university degree 49% 37% High income Net income per household and month 3,000 Euros + 45% 40% Website usage, smartphone/tablet/app usage (users per month) Source: digital facts (AGOF) , June; website usage, smartphone/tablet/app usage in the last 3 months aged 16+: M individuals = 100%; SZ.de Unique User per month: M individuals = 100%

Readership Structure Analysis CZAIA MARKET RESEARCH

Readership Structure Analysis 2010 1 Table of contents About the Börsen-Zeitung 3 Consumer survey factfile 4 Summary 5 Demography and occupational features 6 Gender and age 7 Education 8 Position in the