You will be redirected back to your article in seconds

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.

More TV

  • Dr. Who, Riverdale

    Comic-Con 2018 TV Schedule: When Are Your Favorite Shows Taking Over San Diego?

    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. […]

  • "Yellowstone" premieres Wednesday, June 20 on

    'Yellowstone' Premiere Ratings Nearly Double in Delayed Viewing

    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. […]

  • Paradigm Talent Agency Promotes Seven Employees

    Paradigm Talent Agency Ups Seven Staffers to Agent Status

    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. […]

  • YouTube Premium - AwesomenessTV - Tenea

    YouTube Premium Getting Female Buddy Comedy From AwesomenessTV

    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. […]

  • Richard Old Man Harrison Dead

    'Pawn Stars' Personality Richard 'Old Man' Harrison Dies at 77

    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. […]

  • Riverdale Chapter Twenty-Six

    'Riverdale' Set for Hall H Panel at San Diego Comic-Con

    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. […]

More From Our Brands

Access exclusive content