ProSiebenSat.1 lost its leadership of the German TV advertising market after a disastrous change to its sales model. German competition regulators fined the company and its rival sales house IP and ordered changes to complex sales methods based on discounts. Clients rejected P7S1's model and the TV ad market share fell to a historic low of 39.6% in 1H 2008 while RTL's share jumped to 45.8%. GMI does not expect P7S1 to engineer a recovery in this key business for at least four quarters.

published: 19-Sep-08

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