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2001 % % % % TV 3,356 100 349 100 1,892 100 1,115 100 ARD 3,350 100 348 100 1,891 100 1,111 100 ZDF 3,350 100 348 100 1,891 100 1,110 100 Arte 2,692 80 0 0 1,852 98 840 75 3sat 2,987 89 7 2 1,875 99 1,106 99 Kinde rka nal 2,690 80 0 0 1,852 98 838 75 Phoe nix 2,733 81 0 0 1,654 87 1,079 97 RTL 3,250 97 251 72 1,890 100 1,109 99 Sat 1 3,248 97 251 72 1,890 100 1,107 99 ProSie ben 3,114 93 127 36 1,881 99 1,106 99 VOX 3,108 93 124 35 1,879 99 1,105 99 RTL II 3,052 91 66 19 1,882 99 1,104 99 DS F 2,998 89 40 11 1,854 98 1,104 99 n-tv 2,943 88 3 1 1,839 97 1,101 99 Pre miere ( ) 2,692 80 0 0 1,620 86 1,072 96 Ka bel 1 2,974 89 1 0 1,869 99 1,103 99 VIVA 2,882 86 0 0 1,804 95 1,078 97 Super RTL 2,859 86 1 0 1,789 95 1,104 99 tm 3 2,708 81 13 4 1,716 91 979 88 : 2001. 1. 1. : AGF/ GfK, ARD- Werbung/ Media Perspektiven. 2002 9 15 57
/ 2000 : 4 2001 : 58 02-16( 160 )
, 2001 (%) 2002 9 15 59
/ 60 02-16( 160 )
2002 9 15 6 1
/ 2000 2001 ( : ) 2000 2001 (%) 65 5,655 56 4,216-14.0 22 4,732 20 9,245-6.9 33 8,349 32 5,578-3.7 47 515 44 6,903-5.1 17 9,187 17 4,200-2.8 12 6,700 10 5,700-16.6 12 6,800 12 6,940 +0.1 7 3,293 6 7,798-7.5 7 4,623 7 5,971 +1.8 / 2 7,763 2 8,673 +3.3. 6,759 7,281 +7.7 1 7,512 1 7,022-2.8 1 5,339 1 8,500 +20.6 233 7,227 216 8,027-7.3 : Zentralverband der deut schen Werbewirt schaft (ZAW ): Werbung in Deutschland 2002; Media Perspektiven. 62 02-16( 160 )
( ) * T V ( ) (%) T V (%) 1994 173 3,469 28 7,880 +16.6 17 1995 185 7,958 32 4,261 +12.6 17 1996 190 8,648 35 2,633 +8.7 18 1997 197 7,609 38 309 +7.8 19 1998 207 9,000 40 4,171 +6.3 19 1999 218 1,588 43 1,755 +6.8 20 2000 232 9,022 47 515 +9.0 20 2001 216 8,027 44 6,903-5.1 21 *. : Zentralverband der deutschen Werbewirtschaft (ZAW ): Werbung in Deutschland 2002; Media Perspektiven. ( :, 2001 ) 1997 1998 1999 2000 2001 RT L 22 3,800 23 4,000 24 3,400 26 3,200 12 7,450 Sat 1 16 6,100 17 7,800 18 4,600 19 2,100 8 5,800 ProSieben 15 8,000 16 1,900 16 5,900 17 2,600 8 7,500 RT L II 4 700 4 1,700 4 4,400 5 7,480 2 5,510 Kabel 1 2 6,300 3 1,600 3 8,000 4 4,400 2 1,900 VOX 2 9,810 3 2,440 3 7,160 1 9,830 Super RT L 1 290 1 2,400 1 6,300 1 8,130 9,110 n - tv 1 2,330 1 7,590 5,630 DSF 1 2,500 1 4,600 4 4,520 T V 2 260 3 9,700 4 4,920 3 2,720 : ZAW, ARD- Werbung Sales & Services, Media Perspektiven. 2002 9 15 63
/ 2002 14, ( : %) 14 19 20 39 40 59 60 83.6 84.7 82.6 57.4 77.8 89.4 90.3 39.5 38.4 40.4 35.3 35.4 39.1 45.5 35.5 27.2 43.1 33.0 35.2 35.0 37.2 T V 90.2 89.1 91.3 90.6 85.4 90.1 95.5 83.6 83.5 83.6 79.7 82.3 86.5 82.7 43.9 45.8 45.8 81.5 58.5 39.7 22.4 7.5 8.7 8.7 15.4 9.4 5.7 5.4 0.4 0.6 0.6 1.4 07 0.2 0.1, 0.4 0.4 0.4 0.4 0.4 0.2 0.4 21.5 21.2 21.2 9.4 17.5 22.7 27.8 35.7 37.4 37.4 65.2 37.9 31.5 30.0 (, ) 12.4 15.3 15.3 33.0 17.6 7.9 6.3 : Media- Analyse 2002/ 1, Media Perspektiven, SWR Medien - forschung. 64 02-16( 160 )
( ) (%) 14 3-13 14 3-13 1995 297 186 95 175 87.9 72.2 60.4 70.7 1996 312 195 101 183 88.4 72.9 61.0 71.4 1997 312 196 95 183 88.5 73.2 59.5 71.5 1998 323 201 99 188 89.3 74.3 61.9 72.7 1999 321 198 97 185 88.9 73.5 61.1 71.9 2000 333 203 97 190 89.8 74.1 61.7 72.6 2001 333 203 97 190 88.9 73.6 60.8 72.0 1995 289 181 93 170 87.3 71.4 60.0 70.0 1996 303 190 96 178 87.8 72.2 59.9 70.7 1997 302 190 92 178 88.0 72.5 59.1 70.9 1998 311 195 94 182 88.8 73.6 61.5 72.1 1999 311 192 92 179 88.3 72.9 60.5 71.3 2000 323 198 91 185 89.4 73.8 60.9 72.2 2001 323 198 92 185 88.5 73.3 60.1 71.6 1995 331 207 101 191 90.2 75.0 61.6 73.0 1996 348 216 116 202 90.5 75.6 64.6 74.1 1997 353 218 107 203 90.7 75.8 61.0 73.8 1998 368 223 116 209 91.4 76.8 63.3 75.0 1999 365 220 117 207 91.3 75.7 63.4 74.2 2000 373 223 123 211 91.6 75.5 64.9 74.3 2001 375 222 115 210 90.8 75.0 63.5 73.7 3 3 2002 9 15 6 5
/ : AGF/ GfK Fernsehforschung, Media Perspektiven. / * 1953 1969 2.00 5.00 7.00 1970 1973 2.50 6.00 8.50 1974 1978 3.00 7.50 10.50 1979.1.1. 1983.6.30 3.80 9.20 13.00 1983.7.1. 1987.12.31 5.05 11.20 16.25 1988.1.1. 1989.12.31 5.16 11.44 16.60 1990.1.1. 1991.12.31 6.00 13.00 19.00 1992.1.1. 1996.12.31 8.25 15.55 23.80 1997.1.1. 2000.12.31. 9.45 18.80 28.25 2001.1.1. 10.40** 21.18** 31.58** 2002.1.1. 5.32 10.83 16.15 ( / ) *,. ** 2%. 0.803 DeutschlandRadio. 62.2368% ARD, 37.7632% ZDF. Arte ARD/ ZDF 2 3,805 (2002 1 1 1 2,171 ). : Media Perspektiven. : (, sukhees@kbi.re.kr) 66 02-16( 160 )