ZDF advertising television
| ZDF Werbefernsehen GmbH
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|---|---|
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| legal form | GmbH |
| founding | 2009 |
| Seat | Mainz , Germany |
| management | Hans-Joachim Strauch (Managing Director) |
| Number of employees | 27 |
| Branch | advertising |
| Website | www.zdf-werbefernsehen.de |
The ZDF television advertising GmbH is a marketing company based in the Rhineland-Palatinate state capital Mainz .
As a 100 percent subsidiary of the Second German Television , ZDF Werbefernsehen is responsible for marketing the advertising and sponsorship offers of the public broadcaster. The managing director of the GmbH is Hans-Joachim Strauch. For 2017, the balance sheet total of almost 7.1 million euros (2016: 9.6 million euros) was reported for the annual financial statements on December 31.
History: Advertisement on ZDF
The foundation stone for advertising on ZDF was laid with the State Broadcasting Treaty of June 6, 1961 on the establishment of the "Second German Television". On the second day of broadcasting, April 2, 1963, the first commercials were broadcast on the newly founded station. Since the start of the broadcast, ZDF Werbefernsehen has been using the Mainzelmännchen as advertising separators. On the occasion of the international radio exhibition in Berlin, ZDF broadcast the first color commercial for the cologne brand 4711 in 1967 . Since 1992, the State Broadcasting Treaty has enabled public broadcasters to sponsor programs .
In 2007, ZDF broadcast a German-wide commercial in the 16: 9 format with a Deutsche Bank commercial . In 2008, ZDF founded a joint sales company, ARD & ZDF Fernsehwerbung GmbH, on the initiative of the advertising television department and ARD-Werbung SALES & SERVICES GmbH (AS&S) . The cooperation will end again in 2015.
In order to ensure transparency and market conformity in the financing of public service broadcasting, the ZDF moved the commercial activities in the field of advertising and sponsoring to a separate company in 2009. The "Advertising TV" department became ZDF Werbefernsehen GmbH , which has been a 100 percent subsidiary of ZDF ever since. In February 2010, ZDF broadcasted Henkel, Germany's first commercial in HD quality. Henkel used the premiere for the Persil brand , which was also advertised on the German television landscape with the very first TV commercial.
Forms of advertising on ZDF
ZDF is allowed to broadcast advertising on weekdays until 8 p.m., an average of 20 minutes a day. No advertising may be sent on Sundays or national holidays. In addition to classic advertising blocks, ZDF Werbefernsehen also offers numerous special ads . Examples of this are the today clock, the countdown to the today's news and Best Wetter, a spot between the 19:00 today news and the daily weather. In addition, split-screen advertising is possible for various program formats.
In addition to classic commercials and special forms of advertising, ZDF is permitted to sponsor programs in the framework advertising program . The presentation of programs (especially sports reporting, feature film highlights and series) takes place with openers, closers and additional reminders for the series in the advertising framework program. The broadcast length per program sponsoring trailer is seven seconds.
Mainzel males
The Mainzelmännchen were created by Wolf Gerlach in 1963 for advertising television and have been the ZDF's trademark and popular figure ever since. They are largely responsible for the fulfillment of the clear separation of advertising and usual programs required by the Interstate Broadcasting Treaty and also enable corner placement in almost all commercials on ZDF. They offer additional added value by creating transitions in an entertaining way and providing a framework for advertising. This has been shown to increase the chances of the individual commercial being noticed and remembered in a highly competitive advertising market.
The global premium shopper (GPS)
In cooperation with the Gesellschaft für Konsumforschung (GfK), ZDF Werbefernsehen has created a new target group definition in which viewers are categorized solely according to their actually measured purchasing behavior - and not according to their age. The typology is named after the global premium shopper, or GPS for short, due to its enormous purchase potential. Overall, in addition to the premium shopper, there are also brand, promotion and private label buyers. From the advertising industry's point of view, however, the group of premium and brand buyers is particularly interesting. This includes all households that primarily stock up on goods that are at least five percent more expensive than the market leader in this segment (excluding Aldi and private label). This means that premium buyers represent a target group with a lot of purchasing power and willingness to buy, which also has very high growth potential.
According to GfK, almost 58 percent of premium buyers are over 49 years of age. Thus, with the conventional definition of the target group relevant for advertising (“14–49 years”) a large part of the potential is ignored.
Web links
Individual evidence
- ↑ Abridged annual financial statements for the business year from 01/01/2017 to 12/31/2017. ZDF Werbefernsehen GmbH, December 31, 2017, accessed on November 14, 2019 .
- ↑ The Mainzelmännchen. Little guys with a big impact . Study on the advertising effect of the Mainzelmännchen, as a PDF file
- ↑ The Global Premium Shopper (GPS). An exclusive target group of buyers . Website of ZDF Werbefernsehen GmbH, PDF file