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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


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


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


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



5.00 M contacts1



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


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


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



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


453.000

428.000

342.000

334.000

305.000

254.000

211.000


DIE ZEIT

WELT / Welt kompakt**


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


1.250.000

760.000

660.000

480.000

70.000

60.000

70.000

690.000

600.000

410.000



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


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%




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


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


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


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


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


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


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%




Online users

59%

49%

45%

51%

37%

40%

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