German Disney Channel claims best ever free TV launch

Disney Channel’s debut on German free TV has produced strong results for the Mouse House.

The network launched last Friday (January 17) and scored a 9.9% market share of children aged 3-13 and a 2.5% share among 14-49s.

This lead to a total of 10.8 million watching the channel during the weekend and an overall third place spot ahead of Nickelodeon but behind market leader Super RTL and ZDF kids channel KiKA, the former of which is a joint venture between Disney and RTL.

Phineas and Ferb was the stand out performer, scoring a 13.9% market share among 3-13s in a Saturday afternoon slot and a 20% share on Sunday morning. Pixar movie Ratatouille also did well with a 12.3 % 3-13 share and a 3.9% share of 14-49s.

Disney claimed the figures represent the best ever launch on a channel in Germany’s free TV market. Channel manager Lars Wagner said expectations were “exceeded” in “one of the most competitive” global markets, but that the focus was on expanding reach and brand awareness.

“We have a long-term commitment, so we’re not thinking in terms of weeks or months,” he added.

In related news, Super RTL, which often scores a 3-13 market share of about 20%, has acquired the second season of Australian Children’s Television Fund-distributed wildlife show Bushwacked!.

Carsten Göttel, programme director at Super RTL said: “Bushwhacked’s unique combination of the feeling of adventure in Australia’s great wide open with educative facts about its wild-life already has attracted a dedicated following in Germany – kids and parents alike. Now, Super RTL is happy to have the chance to air a second season with another 13 episodes starring numerous exciting new adventures. The new episodes will be broadcast starting March 2014.”