Tele 5 reached a one-percent audience share among adult viewers in March across the 3:00 a.m. to 3:00 a.m. daily interval, its best result since the channel began broadcasting. Between 8:00 p.m. and 1:00 a.m., the period most relevant to revenue and reach, when Tele 5 shows three feature films without interruption, audience shares in both target groups were clearly above one percent. The most successful film in March was “Ben-Hur”, with a 3.1 percent share among the total audience. At its peak, the eleven-time Academy Award-winning production attracted 1.11 million viewers.
Gross advertising revenue also developed considerably better than average in the first quarter. An increase of more than 60 percent over the comparable period in 2007 confirmed the strategy of the channel’s in-house sales unit, which combines its high-quality film schedule with tailored communications models while also recording clear growth in conventional advertising.
“We expect our current brand campaign, titled ‘Talk of Fame’, to provide another boost by signalling Tele 5’s appeal as an advertising partner,” says Tele 5 Head of Sales Stefan Graf.
“With our three in-house cinema formats, presented by Thomas Gottschalk, Christina Schulte and, from 9 April, Hollywood reporter Bettina von Schimmelmann, we are making a clear statement about our cinema expertise and providing a sophisticated environment for brand advertising,” says Tele 5 Managing Director Kai Blasberg.