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Image-Unterschiede zwischen ARD und ProSieben

Image-Unterschiede zwischen ARD und ProSieben


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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Europäische Fernhochschule Hamburg, Veranstaltung: Marketingforschung, Sprache: Deutsch, Abstract: Die vorliegende Arbeit fokussiert sich auf die Forschungsfrage "Welche Unterschiede finden sich im Image von der ARD im Vergleich zu Pro7 und welche Managementimplikationen lassen sich für die Zukunft ableiten?" Giersberg und Leibiger stellen die jährliche Mediennutzungsanalyse in Deutschland für 2018, welche VAUNET (Verband Privater Medien e. V.) aus Sekundärdatenquellen erstellt hat, vor. Die Auswertung zeigt unter anderem, dass der Lebensalltag zunehmend von audio- und audiovisuellen Medien geprägt ist. 2018 verbrachten in Deutschland lebende Personen mehr als 10,5 Stunden pro Tag mit Mediennutzung, davon über 7 Stunden mit fernsehen und Radio hören. Über Dreijährige sahen in Deutschland täglich durchschnittlich 3 Stunden 37 Minuten fern, über Vierzehnjährige knapp 4 Stunden. Der Zuschauermarktanteil privater Programme ist im vergangenen Jahr von 53,3 % auf 51,7 % gesunken. Jener der Öffentlich-Rechtlichen stieg von 46,7 % auf 48,3 %. Bei Betrachtung der Marktanteile von Pro7 und der ARD zeigt sich bei Personen zwischen 14 und 49 Jahren ein Tagesdurchschnitt von 9,5 %, für Pro7 und 7 % für ARD Das Erste. Bei Frauen liegt Pro7 mit 8,2 % vor der ARD mit 6,5 %. Für Männer wurden durchschnittlich 10,8 % für Pro7 und 7,6 % für das Erste ermittelt. Hier zeigt sich ein klarer Vorteil für Pro7 im Vergleich zur ARD. Es stellt sich die Frage, ob sich diese Werte auch für ältere Personen bestätigen. Weiter ist fraglich, warum Pro7 vor der ARD liegt. Ist dies eine Imagefrage? Welche Klientel bevorzugt ARD, welche Pro7 und lässt sich dies pauschalisieren? Gibt es typische ARD-Zuschauer*innen oder Pro7-Nutzer*innen? Diese Fragen generieren die nächsten: Welches Image haben ARD und Pro7? Wie ließe sich das jeweilige Image verbessern, um ein breiteres Publikum zu erreichen?


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Product Details
  • ISBN-13: 9783346003126
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 34
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346003124
  • Publisher Date: 26 Jul 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 109 gr


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