De Mol block kicks off

Talpa reaps 18.7% aud share in 20-49 demo

AMSTERDAM — Dutch media mogul John de Mol’s first broadcast venture, Talpa, brought in a whopping 18.7% aud share in the adults 20-49 demo for its mostly sports content in its opening weekend in Holland.

The five-hour programming block began airing on the Dutch Nickelodeon channel Saturday at 8 p.m. and Sunday at 6 p.m. Latter will be the block’s regular slot.

Biggest draw was the Dutch Premier League soccer highlights Sunday night, beginning at 7. The 90-minute program pulled in an average aud share of 42%.

De Mol grabbed the rights from Dutch pubcaster Netherlands 2, which had aired the highlights for decades. Netherlands 2 did not lose as much aud share as forecast, however, bringing in an 11.7% share for the weekend, down from 15%.

Main losers were RTL4 and SBS6, traditionally the strongest commercial contenders. RTL 4 pulled only 9.5% for the weekend, SBS6 8.8%.

“There appeared to be no major attempt to program against Talpa, possibly since it was pretty clear audiences would be watching at least the Premier League highlights,” noted Jasper van Doesselaar, TV director for ad media planning outfit Universal Media.

By Monday, when Talpa had to rely on nonsoccer programming, aud shares slipped to 10%, the average figure that De Mol had guaranteed the venture would deliver to advertisers.

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