ProSiebenSat.1 combines TV and digital: revolution in the advertising market!

ProSiebenSat.1 combines TV and digital: revolution in the advertising market!

ProSiebenSat.1 Puls 4 has undertaken a comprehensive reorganization of the sales area and is introducing the new structure entitled #OneSales. Loud medianet.at This refers to a new integrated marketing for TV and digital media. Peter Strutz, who has taken over overall management of Sales TV & Digital in Austria, emphasizes that this restructuring is taking place in response to changing media consumption.

The new sales structure is divided into four central areas: Integrated Sales, Advanced Advertising, Account Execution and Revenue Management. These areas are intended not only to simplify the processes for advertising customers, but also to enable data-oriented campaign planning. The aim is to address the needs of the target groups in a platform-agnostic manner and to optimize the marketing of TV and digital. Strutz reports directly to co-CEOs Bernhard Albrecht and Michael Stix, the latter also remains Chief Commercial Officer for Austria and Managing Director of Seven.One Media in Germany.

Important key data on media usage

The reorganization is supported by current trends in media consumption. Current data shows that TV accounts for between 50 and 90 percent of daily video usage for all age groups. These findings are consistent with developments in the digital media market. In particular, the streaming platform JOYN is experiencing strong growth, reaching 1.9 million monthly active users in the first quarter of 2025, as puls24.at reported.

In addition, the new TV measurement with Teletest 2.0 has established proven methods for targeted media planning. Local anchoring through relevant content is also emphasized, as 99% of people in Austria consume moving images weekly. In 2024, international tech giants are expected to generate an advertising volume of around 2.6 billion euros, which further underlines the importance of a strategic realignment.

Challenges and perspectives

Despite the stable use of television, the media landscape faces challenges. Loud Statista TV remains relevant, but radio will have replaced TV as the leading medium in spring 2024. In addition, the average television viewing time in Germany has fallen to its lowest level in over 25 years.

Technologicalization and the change in media consumption require greater integration of TV and digital content. ProSiebenSat.1 Puls 4 is ideally positioned to keep pace with this transformation and become a leading moving image powerhouse in Austria. The first market reactions to the new structure already show increasing interest in combining TV and digital, which is promising for future developments in the industry.