NOTEBOOK 2017
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A FOREWORD BY PETER QUAGHEBEUR What a brilliant year it has been for SBS. With our three channels, a clear increase of local content and a growing local embeddedness, we are now more than ever the challenger to watch in the Flemish TV industry. While VTM might connect with families and Eén may appeal to an older audience, VIER has secured a rather appealing position between these two, pleasing both viewers hoping to expand their horizons, as well as those who wish to experience things together. And that does not need to be literally together with their children in front of the television. The togetherness we create is forged when they tweet about our shows, discuss them on Facebook, or talk them over at the coffee machine or in the sports cafeteria. Shows that transcend the TV screen. VIER offers a marvellous mix of outstanding human interest, quirky amusement and high-profile fiction with exceptional newsworthiness. The channel can present big names like De Mol and De Slimste Mens ter Wereld; broad entertainment with Jani, Karen and Gert Verhulst; or more female-focused shows like Topdokters and Jani Gaat. And of course there are also productions like Chaussée d’Amour or Hotel Römantiek – highly original formats you can only find on VIER, since they are just that little more daring. VIJF remains the most prominent channel aimed at women thanks to its unequalled programming. No didactic crafts shows or educating programmes trying to tell women what to do. Instead, VIJF offers renowned shows like Temptation Island, Nieuwe Buren, Zo Man Zo Vrouw and a brand new production with Astrid Bryan. All of this in a healthy blend with well-established theme evenings like Moordvrouwen, Drama Queens and I Love Donderdagfilm. In October, our latest-born ZES saw the light of day. Bringing ‘USA, all day’, it offers familiar American films and series – exactly what you need when looking for some laid-back leisure. In its segment of smaller channels, ZES managed to become the biggest player around in just three months.
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On top of these three stations, SBS rounds out what it has on offer by operating a selection of complementary channels. There is Discovery Channel and TLC aimed at men and women respectively; there is njam! for foodies, and there is Play Sports targeted at sports fanatics. The combination of these thematic channels with our own stations ensures that we can offer well-balanced advertising possibilities and that we can deliver and follow up a custom-fit TV plan.
We are now more than ever the challenger to watch in the Flemish TV industry. 2016 was a bumper year. With 17.9% we reached our highest market share ever. Our ambition is not to just continue this growth but to quickly climb to 20%, thanks to our shows that are increasingly tailor-made for today’s TV viewers and those of tomorrow. Talking about tomorrow, we are delighted to announce our recent launch of addressable advertising – an international first for a commercial broadcaster. This way, we can provide for the needs of our advertisers more adequately and bring the advantages of this digital day and age to the trusty TV environment. As you can see, we are excited about the future, and we especially look forward to sharing it with you. We thank you for your confidence in our services. Peter Quaghebeur CEO SBS Belgium
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THE POWER OF TV HIGHEST REACH HIGHEST TIME SPENT ABILITY TO BUILD BRANDS HIGH QUALITY OF EXPERIENCE IMPACT CONTEXT ROI INNOVATIONS
With an unbeatable scale and reach, TV is by far the most influential medium in the world. More effective than any other medium, TV has the unique feature to deliver sight, sound, motion and emotion. TV STILL IS THE BEST PROFIT GENERATOR, BRINGING THE MOST TRUSTED FORM OF ADVERTISING.
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SBS Belgium, part of De Vijver Media, is the multimedia enterprise behind TV channels VIER, VIJF and ZES. In addition, SBS operates as a sales house for Discovery Channel, TLC, Play Sports and njam! Our biggest family member, VIER, charms main shoppers with its distinctive smart entertainment, while sister station VIJF focuses on women 20-49, and newborn ZES guarantees American films and series all day long. The combination of three broad stations and various thematic channels has created a one-of-a-kind market position that only SBS Belgium holds, making it the perfect player to challenge its multimedia competitors.
BEST YEAR EVER FOR SBS MARKET SHARE PRP 18-54
16,3
2012
16,8
17,1
2013
2014
17,5
2015
17,9
2016
SOURCE: CIM TV NORTH, MARKET SHARE 17-24H
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Belgium’s second largest commercial channel, VIER has become more visible, more mass-market and more talked-about than ever, with record-breaking returning shows (De Slimste Mens ter Wereld, De Mol) and brand new hits (Jani Gaat, Callboys). The channel has managed to position itself as a broader, more accessible and more inclusive medium, while still maintaining its distinctive quality and quirkiness. This means that VIER keeps on striving to be more inventive, more attractive and more talk-of-thetown than any other major channel. This ambition continues in 2017, introducing new seasons of VIER’s biggest shows, as well as original, high-profile programmes. There is fresh feel-good (Hotel Römantiek), new entertainment (Bake Off Vlaanderen), ambitious fiction (the critically acclaimed Chaussée d’Amour), and much more. With all of this, VIER aims to outperform its competitors in terms of innovation and excellence, and aspires to continue its steady growth.
VIER GROWS THROUGHOUT THE ENTIRE YEAR BEST SPRING EVER FOR VIER
11,8 %
EQUALLY STRONG GROWTH IN AUTUMN AND WINTER
13,4 %
12,7 %
14,0 %
+8%
SPRING 2015
SPRING 2016
+4%
FALL 2015
FALL 2016
MONTHLY REACH:
5,4 MIO VIEWERS 92% OF PRP 18-54
MARKET SHARE 2016 :
12,2% PRP 18-54
SOURCE: CIM TV NORTH, MARKET SHARE PRP 18-54, 17-24H
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VIJF remains Flanders’ biggest channel aimed at women. Especially young and active ladies like to tune into a station that provides them with unpretentious feel-good TV. VIJF’s audience is one spirited, optimistic and especially proud community. Together, they enjoy their channel’s lightness and freshness and in 2017, they’re looking forward to increasingly omnipresent hits like Temptation Island, programmes with Jani and, of course, a new show with Astrid Bryan.
VIJF REMAINS BIGGEST CHANNEL FOR WOMEN SUPERB SPRING FOR VIJF
6,9 %
BEST AUTUMN AND WINTER EVER FOR VIJF
7,0 %
6,1 %
6,9 %
+1%
SPRING 2015
SPRING 2016
+ 13 %
FALL 2015
FALL 2016
MONTHLY REACH
MARKET SHARE 2016 :
4.9 MIO VIEWERS AND 88% OF WOMEN 20-49
6,8% WOMEN 20-49
SOURCE: CIM TV NORTH, MARKET SHARE WOMEN 20-49, 17-24H
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Launched in October 2016, ZES greeted the world with its clear promise of being ‘USA, all day’. An appealing promise it seems: the American films and series on ZES reach over 3,7m viewers per month on average, and 67% of PRP 18-54. Clearly scoring well above set objectives, ZES enjoys the appreciation of a generally younger audience, both male and female.
ZES MAKES AN IMPRESSIVE START 2,1 %
1,9 %
PRP 18-44
PRP 18-54
MONTHLY REACH
3.7 MIO VIEWERS AND 67% OF PRP 18-54
SOURCE: CIM TV NORTH MARKET SHARE, 17-24H
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TLC is the world’s biggest female entertainment channel. Offering remarkably relatable real-life stories without judgement, TLC shares everyday heart, humor, hope, and human connection with programming genres that include fascinating families, heartwarming transformations, and life’s milestone moments. TLC has an unmistakably female audience, who are also younger and more active than the average TV spectator. Every month, about 2.4m viewers and 48% of women 18-44 tune into TLC.
MONTHLY REACH
2.4 MIO VIEWERS AND 48% OF WOMEN 18-44
MARKET SHARE 2016 :
1,9% WOMEN 18-44
SOURCE: CIM TV NORTH, MARKET SHARE WOMEN 18-44, ALL DAY
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Discovery Channel is the premier factual channel and the most respected voice on all topics relating to the world in which we live. Discovery Channel tells the stories of pioneers, mavericks and game changers who inspire and feed both our minds and imagination, every day. Discovery Channel continues to be the biggest channel aimed at men. 7 out 10 viewers are male, and they’re younger and more active than average.
MONTHLY REACH
MARKET SHARE 2016 :
3.2 MIO VIEWERS AND 57% OF MEN 18-44
2,7% MEN 18-44
SOURCE: CIM TV NORTH, MARKET SHARE MEN 18-44, ALL DAY
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Njam! is the only cooking channel in Flanders broadcasting 24/7. A station with a great passion for the good life, njam! brings broad, inspiring, informative and local TV to the small screen. Njam! attracts both young and old, and its viewers tend to have an active lifestyle.
MONTHLY REACH NEARLY 2 MIO VIEWERS AND 35% OF PRP 18-54
SOURCE: CIM TV NORTH, ALL DAY
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With an impressive range of sports on offer and aiming for a riveting match experience, this channel aspires to connect sports professionals and their fans more and better than ever. Focusing on home-grown heroes, Play Sports knows how to please about every sports addict with the very best from football, hockey, volleyball, basketball, golf, motorcycling, car racing, and cyclo-cross.
At September 30, 2016
230.000 customers subscribed to “Play Sports�.
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P&G’s push to find broader reach with its advertising is also evident in the company’s recent increases in television spending. P&G began shifting money back into television. THE WALL STREET JOURNAL
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Temptation Island
After last year’s much talked-about success, can anyone resist the temptation to watch the new season of this legendary reality show?
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When we run a heavy TV schedule, we see a lift in sales and product awareness . We need to run two weeks of digital to get the reach of one day of broadcast. RICH LEHRFELD, SENIOR VP-GLOBAL BRAND MARKETING AND COMMUNICATIONS FOR AMERICAN EXPRESS
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De Slimste Mens ter Wereld
Belgium’s best-watched quiz remains VIER’s flagship programme, with a trusty success format that brings the best entertainment today while launching the TV stars of tomorrow.
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DE MOL
If there’s one TV show you just couldn’t miss last year, this must have been it. And now the whodunit game show sets sail to South Africa, ready to spark a new nationwide obsession to unmask the mole.
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Gert Late Night (BRAND NEW)
In a new daily late night show, Gert Verhulst welcomes celebrities for a highly entertaining chat to make sure VIER’s viewers round off their day with a cheerful smile.
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Ja
Ye ad th hi th
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Jani Gaat
Yet again, Belgium’s best-known stylist says adieu to his comfort zone. Whether he joins the fire brigade or referees a football gala, his escapades are about to be the talk of the town once more.
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Hotel Rรถmantiek (BRAND NEW)
A group of single sixty-year-olds, supported by three hosts, embark on a heart-warming quest for true love in Switzerland. Original feel-good TV for all ages at its absolute finest.
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TV is still very, very critical for our business, TV still offers the best ROI across media channels. MARCOS DE QUINTO COCA-COLA CO. GLOBAL CHIEF MARKETING OFFICER
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The Sky is the Limit
From zeroes to heroes. This year, the popular reality show that gives an insight into the lives of the happy few, focuses on the flamboyance of self-made men and women.
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TV is not dead, it’s just merging into everyday digital life. PHIL NOTTINGHAM VIDEO STRATEGIST AT DIGITAL AGENCY ZONE
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Chaussée d’Amour (BRAND NEW )
After the huge success of ‘Callboys’, a new highly anticipated fiction series hits the small screen with the story of a respectable woman who inherits a brothel.
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I hate television. I hate it as much as peanuts. But I can’t stop eating peanuts. ORSON WELLES, US ACTOR AND DIRECTOR
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A
S an la to
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Astrid (BRAND NEW )
Six years after her quick rise to stardom and fame, Astrid Bryan has dropped her last name and makes a feisty comeback to showbizz.
Bake Off Vlaanderen (BRAND NEW)
The charming BBC baking competition is taking over the world, and after France’s ‘Meilleur Pâtissier’, it’s finally coming to Flanders. Who will be crowned Flanders’ best amateur baker? Let’s find out!
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Karen and James
Winning the hearts of TV-watching Flanders was right up this SBSexclusive duo’s street in the very buzz-worthy Nieuwe Buren. And be assured, 2017 has even more exciting adventures with them in store.
Stukken van Mensen
Evy Gruyaerts’ auction show returns with new sellers and sensational objects, while also welcoming several celebrities hoping to strike a deal as well.
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VI hu pr po
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De Recherche
De Rechtbank
Topdokters
VIER is the place to be for high-quality human interest and these three flagship programmes are ready to secure this position with top-notch new seasons.
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Auwch_
There’s embarrassing, and then there’s Ben and Axel. In their hilarious comedy series, they manage once again to end up in the most awkward situations with even less-impressed celebrities.
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T
W h w c o w
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M/V Gezocht (BRAND NEW )
A new human-interest series revealing the terror and triumph of job interviews. The show follows real people competing for real jobs, from the initial handshake to a possibly life-changing job offer.
Too Much Information (BRAND NEW )
We’re all easy riders on the information highway, but how do we still know what’s true? Pedro Elias guides his cheery panel through the avalanche of real and fake news we’re bombarded with every day.
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VIDEO ADVERTISING
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VIDEO ADVERTISING With more than 40 million video advertising views per month, SBS and Mediahuis Connect have teamed up to become the biggest distributor of online local videos. These videos are now shown on the websites of VIER, VIJF, De Standaard, Het Nieuwsblad, Het Belang van Limburg and Gazet van Antwerpen. Advertising around these videos is a great way to complement on-air campaigns and an effective method to maximise an ad’s reach, especially with better and increasingly efficient formats in constant development. Key success factors are: 1. A HIGH COMPLETION RATE More than 90 per cent of pre-roll videos are watched until the end. 2. A STRONG VIEWABILITY RATIO More than 40 per cent of our video content is seen on a smartphone or tablet, on which videos appear much more prominently than on a desktop computer. And this is a trend that will only continue. 3. REAL VIEWS Views on our videos are real views; they meet the requirements of the IAB standard. There’s no chance of bot traffic. 4. A TRUSTED ENVIRONMENT Our websites are seen as trustful and credible, which has a direct impact on the efficiency of ads shown on them. Video advertising appears in a qualitative environment, complimentary to the advertiser’s brand DNA. 5. AT THE LOWEST COST PER EFFICIENT VIEW (Space, September 2016)
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PAUSE-BUTTON ADVERTISING
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PAUSE-BUTTON ADVERTISING When digital Telenet viewers watching VIER, VIJF or ZES press pause, their screens now become indoor billboards. Not only is this extremely eye-catching, but the ads can also be extra enjoyable and effective when they exploit the aspect of ‘taking a break’. Pause-Button Advertising has various benefits: • The ads are shown with perfect timing • Commercials take over the entire screen • There’s certainty that the ads are seen and appreciated by the viewers of SBS’s channels SBS is proud to guarantee an absolute minimum of 500,000 views per week – that’s 2m every month. Audiences see Pause-Button Ads when they’re watching live, on-demand, and even when they’re viewing recorded broadcasts. SBS Pause-Button Advertising is an award-winning innovation, earning Gold and Bronze at the CCBs and Silver at the AMMAs. Moreover, the advertising method has been internationally recognised, picking up a Silver Lion in Media at the International Festival of Creativity in Cannes.
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ADDRESSABLE ADVERTISING
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WHAT IS ADDRESSABLE ADVERTISING? Addressable Advertising… • combines the best of both worlds: a traditional medium’s power and reach with the addition of digital precision targeting. • creates the opportunity to target messages only to specific households, at moments when they’re really watching. • transforms TV advertising from ‘one to many’ into ‘one to one’. THE AD AUTOMATICALLY FINDS ITS TARGET AUDIENCE.
How does it work? The relevant spots are sent to the digital TV set-top box. These videos are shown in ad breaks, instead of the standard ads that are seen by everyone else.
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CONTACT DETAILS
Tom Gybels Chief Commercial Officer tom.gybels@sbsbelgium.be +32 470 18 92 12
Kristof Vranckx Sales Director kristof.vranckx@sbsbelgium.be +32 479 67 27 16
Ilse De Leersnyder Sales Director Brandcare ilse.deleersnyder@sbsbelgium.be +32 475 91 99 09
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