German speaking Countries in ASTRA’s hand
ASTRA reaches nearly 39 Mio. housholds in German speaking MarketsGermany: Digital Satellite Penetration reaches 1.4 Million Homes According to the ASTRA Satellite Monitor conducted by NFO Infratest, digital satellite penetration in Germany increased by 57%, 510,000 homes, within the last 12 months to reach a remarkable 1.4 million at year end 2001. Digital cable grew slightly by 5%, (70.000 homes).
Overall, satellite penetration increased by 440,000 homes to more than 13.3 million. Cable coverage remains stable at 20.3 million, while terrestrial reception fell by 9% to a total of 2.6 million homes.
PC ownership and online access is significantly higher in ASTRA digital satellite homes than in German cable households. PC ownership in ASTRA digital homes stands at 71% versus 50% in cable households. Online connections grew to 52% of ASTRA homes, compared to only 35% within cable homes.
These trends highlight how well positioned ASTRA digital satellite homes are in the converging broadband market. They also demonstrate the keen interest in multimedia via satellite services such as “T-DSL via Satellite powered by ASTRA” to be introduced in May 2002 and how quickly ASTRA digital satellite homes have prepared for their introduction. The arrival of such broadband satellite Internet services is likely to increase the importance of satellite even more in Germany.
Austria: Increased Demand for Satellite Reception The Satellite Monitor conducted by Fessel & GfK in Austria reports an 8%-increase for satellite reception within the last 12 months. At year end 2001, a total of 1.6 million, almost half of all TV homes (49%), received programmes and services via satellite.
The number of digital satellite homes nearly doubled within the last year. 200,000 or 13% of 1.6 million satellite homes in Austria now receive digital satellite signals. The overall market share of satellite among all digital TV homes rose to 87% compared to 13% for digital cable. Terrestrial reception in Austria fell by 27% to just 14%, 460,000 homes, of the total TV market. Cable is available in 37% of all TV homes.
Switzerland: Satellite Increase versus Cable Decrease In 2001 satellite reception in Switzerland increased by 120,000 to reach a total of 720,000 homes at year end. Cable however decreased by 120,000 to 2.1 million homes. These latest trends confirm the increasing importance of satellite in “cabled” Switzerland.
Future prospects for satellite growth are also positive. The Swiss Satellite Monitor, conducted by IHA-GfM at the end of 2001, recorded 120,000 cable and terrestrial homes intending to switch to satellite reception in 2002. Terrestrial reception fell 14% to a total of 190,000 homes, only 6% of the overall TV market.
Quality Stamp: The Survey Methodology of the SES/ASTRA German Satellite Monitor conducted by NFO Infratest has been approved by ZAW [Zentralverband der deutschen Werbewirtschaft] since 1997. The “ZAW-Rahmenschema” acknowledges the high quality of the study design and methodology, guaranteeing data users the reliability of the published data.
Source: SES/ASTRA German Satellite Monitor; Ad Hoc Study conducted by NFO Infratest; Fieldwork: 20/11- 20/12 2001; Methodology: CATI-Interviews in 6,000 homes; Interviewee: household member [14+] who knows best about TV reception in the household.
Source: SES/ASTRA Austrian Satellite Monitor; Ad Hoc Study conducted by Fessel & GfK; Fieldwork: 3/12 – 23/12 2001; Methodology: CATI-Interviews in 2,000 homes; Interviewee: household member [14+] who knows best about TV reception in the household.
Source: SES/ASTRA Swiss Satellite Monitor; Ad Hoc Study conducted by IHA GfM; Fieldwork: 26/11 – 22/12 2001; Methodology: CATI-Interviews in 1,700 homes; Interviewee: household member [14+] who knows best about TV reception in the household.
