The Süddeutsche Zeitung brand SZ BRAND Performance
SZ Market research – effective August 2018 N:\Basics\1_PPT_Br\2018\ SZ_Performance_gesamt_0818_E
Facts in brief The Süddeutsche Zeitung brand
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+: 70.09 M individuals; Leseranalyse Entscheidungsträger (LAE) 2018; Total number of decision-maker in Germany: 2.93 M individuals
Cross media reach Süddeutsche Zeitung a successful brand
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+: 70.09 M individuals; Leseranalyse Entscheidungsträger (LAE) 2018; Total number of decision-maker in Germany: 2.93 M individuals
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
8.430.000
5.370.000
4.410.000
1.880.000
Die Welt
Süddeutsche Zeitung
Frankfurter Allgemeine
Handelsblatt readers/users
In comparison with the competitive set of dailies Combined media portfolio
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+: 70.09 M individuals
876.000
779.000
777.000
622.000
SZ
Die Welt
Frankfurter Allgemeine
Handelsblattreaders/users
SZ is the leading daily in the LAE readership survey SZ brand reach among decision-maker
* 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
5.37 million individuals use the offer of Süddeutsche Zeitung SZ across all platforms
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+: 70.09 M individuals; The illustration is not true to scale
Süddeutsche Zeitung 0.91 M exclusive readers
SZ.de 4.13 M exclusive users
330,000 duplication
1.24 M readers per issue 4.46 M users per week
Distinct profile Süddeutsche Zeitung and SZ.de
Source: Best for Planning (b4p) 2017/3; German speaking population aged 14 years+: 70.09 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%
20-49 year-old individuals Age groups
Higher education A-levels, university degree
High income Net income per household and month 3,000 Euros +
70%
54%
30%
68%
49%
40%
53%
61%
44%
Süddeutsche Zeitung SZ.de Total population
Facts in brief Wide coverage and premium platforms
Sources: 1) Media-Analyse (agma) 2018 daily newspapers, German speaking population aged 14 years+: 70.45 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+: 70.45 M individuals; SZ-Magazin: per month = frequency 4 / 3) digital facts (AGOF) 2018-06, June and average April-June, website usage, smartphone/tablet/app usage in the last 3 months aged 16+: 58.16 M individuals; IVWonline 2018-06, June, website usage, smartphone/tablet/app usage / 4) IVW audited circulation, Q II 2018; Mon.-Sat.
mobile App
1.25 M readers per issue1
2.35 M readers per week with
7.50 M contacts1
2.96 M readers per month with
29.98 M contacts1
1.25 M readers per issue1
2.10 M readers per month with
5.00 M contacts1
1.21 M readers per issue2
2.60 M readers per month with
4.83 M contacts2
1.85 M Unique User per week3
5.22 M Unique User per month3
72.10 M PIs per month3
23.69 M Visits per month3
2.99 M Unique User per week3
7.54 M Unique User per month3
89.65 M PIs per month3
35.25 M Visits per month3
65,008 subscribers in total4
Süddeutsche Zeitung Print SZ PRINT Performance
SZ Market research – effective August 2018 N:\Basics\1_PPT_Br\2018\ SZ_Performance_gesamt_0818_E
Facts in brief Süddeutsche Zeitung Print
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+: 70.45 M individuals; Leseranalyse Entscheidungsträger (LAE) 2018; Total number of decision-maker in Germany: 2.93 M individuals
Print Performance The Süddeutsche Zeitung at a glance
Sources: IVW audited circulation, Q II 2018, net paid circulation Mon.-Sat.; Media-Analyse (agma) 2018 daily newspapers; German speaking population aged 14 years+: 70.45 M individuals; Leseranalyse Entscheidungsträger (LAE) 2018; Total number of decision-maker in Germany: 2.93 M individuals
343,540 Net paid copies Monday to Saturday
453,000 Readers per issue among decision-makers
1,250,000 Readers per issue within the total population
IVW Q II 2018 Highest net paid copies: Süddeutsche Zeitung
* Monday-Friday / ** Monday-Saturday; Die Welt/Welt kompakt = Welt Print Werktag
Source: IVW audited circulation, Q II 2018, net paid circulation
328.
617
235.
671
164.
441
128.
033
SZ FAZ Welt** Hbl.
Monday-Friday
413.
258
247.
516
164.
441
128.
033
SZ FAZ Welt** Hbl.*
Saturday
343.
540
237.
780
164.
441
128.
033
SZ FAZ Welt** Hbl.*
Monday-Saturday
IVW Q II 2018 – Circulation structure Solid circulation: subscription/single copies
* Monday-Friday / ** Monday-Saturday; Die Welt/Welt kompakt = Welt Print Werktag
Source: IVW audited circulation, Q II 2018
343.540
237.780
164.441
128.033
Süddeutsche Zeitung Frankfurter Allgemeine
Die Welt / Welt kompakt**
Handelsblatt*
Other Sales
Inflight
Single copies
Subscription
Sold copiesMonday-Saturday
288.228
199.054
83.660 90.271
328.617
413.258
343.540
Monday-Friday Saturday Monday-Saturday
copies
IVW Q II 2018 Sold copies Süddeutsche Zeitung
Nearly 329,000 net paid copies from Monday to Friday
On Saturdays the circulation is even higher and reaches more than 413,000 copies
Source: IVW audited circulation, Q II 2018
+ 84.641
Leading in the category of national quality dailies Süddeutsche Zeitung: 1.25 M readers daily
Die Welt/Welt kompakt = Welt Print Werktag
Source: Media-Analyse (agma) 2018 daily newspapers; German speaking population aged 14 years+: 70.45 M individuals
1.250.000
760.000
660.000
480.000
Süddeutsche Zeitung
Frankfurter Allgemeine
Welt/Welt kompakt
Handelsblatt readers
Rank 1 of the dailies and weeklies in the LAE* Highest print reach within decision-maker
* 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
453.000
428.000
342.000
334.000
305.000
254.000
211.000
Süddeutsche Zeitung
DIE ZEIT
WELT / Welt kompakt**
Frankfurter Allgemeine
Handelsblatt
VDI nachrichten
Frankfurter Allg. Sonntagszeitung readers
Low reader duplication High share of exclusive readers
A low duplication means a high share of exclusive readers
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
Die Welt/Welt kompakt = Welt Print Werktag
Source: Media-Analyse (agma) 2018 daily newspapers; German speaking population aged 14 years+: 70.45 M individuals
1.250.000
760.000
660.000
480.000
70.000
60.000
70.000
690.000
600.000
410.000
Süddeutsche Zeitung
Frankfurter Allgemeine
Welt/Welt kompakt
Handelsblatt
SZ/FAZ = 1.94 M
SZ/Welt = 1.84 M
SZ/HB = 1.66 M
readers
1.180.000 = 94%
1.190.000 = 95%
1.180.000 = 94%
exclusive readers duplication exclusive readers
Süddeutsche Zeitung High share of exclusive readers
Source: Media-Analyse (agma) 2018 daily newspapers; German speaking population aged 14 years+: 70.45 M individuals
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
SZ readers belong to the upper well-educated class Süddeutsche Zeitung: Distinct profile
Source: Media-Analyse (agma) 2018 daily newspapers; German speaking population aged 14 years+: 70.45 M individuals = 100%; Süddeutsche Zeitung readers per issue: 1,25 M individuals = 100%
20-49 year-old individuals Age groups
Higher education A-levels, university degree
High income Net income per household and month 3,000 Euros +
Total population
51%
76%
65%
44%
31%
42%
Above average in the target group of multipliers or trendsetters SZ readers – exalted typology
Source: Allensbacher Markt- und Werbeträgeranalyse (AWA) 2018, German speaking population aged 14 years+: 70.45 M individuals = 100%; Süddeutsche Zeitung readers per issue: 1,20 M individuals = 100%
Forceful Personality & Multipliers Typology
Powerful and well educated Social- and Economical Status: Level 1-2
Innovators and Trendsetters Outlook on innovations
Total population
40% 24%
51% 23%
33% 16%
Three criteria to choose an advertising medium Strong performance and cost efficiency
* 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+: 70.45 M individuals
343.
540
237.
780
164.
441
128.
033
SZ FAZ Welt** Hbl*
Sold copies, Mon-Sat
1.25
0.00
0
760.
000
660.
000
480.
000
SZ FAZ Welt** Hbl
Readers
22 €
34 €
25 €
79 €
SZ FAZ Welt** Hbl
Cost per 1,000 readers
Digital offers SZ DIGITAL Performance
SZ Market research – effective August 2018 N:\Basics\1_PPT_Br\2018\ SZ_Performance_gesamt_0818_E
Facts in brief The digital offers
Desktop and mobile users altogether 58.94 M visits per month 11.60 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 2018-06, June; digital facts (AGOF) 2018-06, June, website usage, smartphone/tablet/app usage in the last 3 months aged 16+: 58.16 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
Website usage, smartphone/tablet/app usage SZ.de at a glance
Sources: IVW online 2018-06, June; digital facts (AGOF) 2018-06, June; website usage, smartphone/tablet/app usage in the last 3 months aged 16+: 58.16 M individuals
161.75 M Page Impressions (PIs) per month
11.60 M Unique User per month
58.94 M Visits per month
Digital offer of the national quality dailies and weeklies SZ is level with Die ZEIT and FAZ
Website usage, smartphone/tablet/app usage (users per month)
Source: digital facts (AGOF) 2018-06, June; website usage, smartphone/tablet/app usage in the last 3 months aged 16+: 58.16 M individuals
20,89 mill.
12,21 mill.
11,60 mill.
11,18 mill.
4,23 mill.
welt.de
zeit.de
SZ.de
faz.net
handelsblatt.com Unique User per month
Rank 1 of the dailies and weeklies in the LAE* SZ Digital among decision-maker
Source: Leseranalyse Entscheidungsträger (LAE) 2018; Total number of decision-maker in Germany: 2.93 M individuals
647.000
615.000
544.000
535.000
443.000
172.000
SZ.de
faz.net
welt.de
zeit.de
handelsblatt.com
ingenieur.deusers per week
Online, mobile, App(s)
11.60 million are desktop and/or mobile users SZ.de: Unique User via desktop or mobile
SZ.de (desktop and/or mobile) reaches 11.60 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
Website usage, smartphone/tablet/app usage (users per month)
Source: digital facts (AGOF) 2018-06, June; website usage, smartphone/tablet/app usage in the last 3 months aged 16+: 58.16 M individuals; The illustration is not true to scale
SZ.de via desktop 4.06 M exclusive users
SZ.de via mobile 6.38 M exclusive users
1.16 M duplication
desktop users 5.22 M Unique Users monthly
mobile/App(s) 7.54 M Unique Users monthly
Above average in the upper education and higher income group Monthly Unique Users of SZ.de
Website usage, smartphone/tablet/app usage (users per month)
Source: digital facts (AGOF) 2018-06, June; website usage, smartphone/tablet/app usage in the last 3 months aged 16+: 58.16 M individuals = 100%; SZ.de Unique User per month: 11.60 M individuals = 100%
20-49 year-old individuals Age groups
Higher education A-levels, university degree
High income Net income per household and month 3,000 Euros +
Online users
59%
49%
45%
51%
37%
40%