There will be no advertising block for the entire week prior to the new talk show On 1. Star director Frank Vormer confirms this to NU.nl on Tuesday evening. The aim is to give the program a boost in the battle for TV ratings with an RTL competitor Jinek.
Although Star Director Frank Vormer told Tuesday afternoon that the omission of the advertising block prior to the first broadcast of talk show On 1 was a one-time promotion, it happened again on the second episode on Tuesday evening. Renewed consultation with the NPO resulted in the agreement that the program will start without advertising this entire week.
By omitting the advertising block from Ster, the company that does the advertising on the public broadcaster, started On 1 Monday a few minutes earlier than Jinek, the talk show of Eva Jinek on RTL 4. A tactical move to get as many viewers as possible to switch first On 1 and so to bind to the new program that worked out well in the first attempt. On Monday evening, almost 1.1 million people voted On 1, while Jinek just below a million viewers.
Volmer says on Tuesday evening in conversation with NU.nl that consultations between Ster and NPO have led to that On 1 also on Tuesday without prior advertising block began after Scammed! and if possible, this entire week is broadcast without a commercial break at the start of the broadcast. “That does not lead to a loss of income,” says Volmer. “A maximum of twelve minutes of advertisements may be broadcast per hour. The deleted advertisements may therefore also be broadcast at a different time that evening.”
“Op1 needs running hours”
According to Volmer, it is in the interest of Ster that On 1 obtains good viewing figures and in this way makes a good start with the viewers: “We are also interested in this. We therefore coordinate this with the NPO. On 1 requires running hours. The faster and the better that program is a success, the better it is for us. Then The lice mother We started with 300.00 viewers and that later became three million. We would naturally like to see that. So if we On 1 being able to give a boost in this way, we are happy to do so. “
“That is how the agreements with our advertisers are”, Volmer continues. “In this case, there were also no agreements with customers who necessarily preceded their advertising On 1 wanted to broadcast. NPO 1 is a strong channel with several prime time moments spread throughout the evening where we can store our groceries. “In some cases, such as an important football match or a target group program, advertisers pay extra for a specific time before, after or during to broadcast their commercial on a tube in a predetermined broadcast.
Viewing figure war between On 1 and Jinek
The Star director is well aware that his organization is part of the ratings war between talk shows On 1 and Jinek has broken out. “But that is above all something that the media find interesting. Daily prices are nice and I am also curious about the viewing figures that will be announced on Wednesday morning. But we are mainly looking at the longer term.”
In his own words, Vormer did not lie awake from the departure of Eva Jinek to RTL. “It was a shame because it is a top presenter. But there are also examples of people who switched to commercial broadcasting and did not score well there, in contrast to public broadcasting. Jack Spijkerman and Twan Huys for example. But if On 1 as a replacement for Peacock – because that’s how I see it now – about a million viewers keep attracting and Jinek Also, you won’t hear me complain. Because then that’s good for everyone. “
Jinek starts earlier
RTL, that Jinek against the custom of the commercial broadcaster without interrupting commercial breaks, reacted on Tuesday evening to the move of the NPO by the starting time of Jinek to advance to 10.15 p.m. As a result, the talk show by Eva Jinek started a little earlier than On 1.
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