Talpa’s bobos don’t seem to be completely honest with the successful trio of Today Inside. According to Tina Nijkamp, they do score well in the young target group. “Is this a negotiation tactic?”
René van der Gijp is quite pissed at the top of Talpa, because they brought Today Inside down considerably during their last meeting. During that meeting, the football analyst became quite pissed off at the comment that VI would bring nothing to the channel. “There are too many old viewers watching, we always get that kind of text.”
‘Talpa top is lying!’
A very strange story, according to viewing figure authority Tina Nijkamp. The former channel boss of SBS 6, who was in Humberto Tan’s talk show last weekend, has checked the figures and sees a completely different picture.
Tina: “I have received a number of questions about whether what René says is true. According to René, the Talpa management had told him that the program attracts many old viewers. René did not believe that and became angry with the management about this. So many questions about whether VI really attracts mostly old viewers? Answer: no.”
Hit in young target group
Today Inside is a hit with the young target group, Tina knows. “VI always scores very well in the young advertiser target group aged 20 to 54. On average, 14 to 17 percent market share, with peaks of 20 to 22 percent. Is that high? Yes. Even very high for SBS 6.”
In fact: SBS 6 can squeeze in with these figures, according to Tina. “Even in SBS 6’s record years 2008/2009, it was not the case that the station scored about 16 percent prime time at 9:30 p.m. every working day, but only one to a maximum of three days a week.”
Negotiation tactics
Media journalist Mark Koster does not rule out the possibility that Talpa uses the tearing down of Today Inside as a negotiating position. “If VI yields nothing, then the question is what will happen with the state of Talpa? Or does director Marco Louwerens use it to negotiate down salaries?”
It doesn’t sound likely to Mark that VI wouldn’t be a commercial success. “Previously Louwerens said that commercial breaks were full.”
