Viacom International Media Networks (VIMN) has announced the expansion of Comedy Central in Germany to a 24-hour offering from January 2019. Market share for the Comedy Central brand in Germany has enjoyed steady growth: +21 per cent market share year-on-year (+ 33 per cent in prime time, 8 – 11 pm) to 1.3 per cent (age 14-49, 2pm – 1 am) and an excellent Q4 (+35 per cent yoy) in 2017, followed by ongoing gains throughout 2018.*
“The Comedy Central brand has demonstrated consistent successful performance in Germany”, said Raffaele Annecchino, President and MD of VIMN Southern and Western Europe, Middle East and Africa, “After five consecutive quarters of year-on-year growth, we have decided to expand the Comedy Central channel offer to a full 24-hours, beginning in January.”
As part of the expansion of Comedy Central’s airtime, VIMN is retiring VIVA from its local brand portfolio at the end of the year. The move to 100 per cent comedy on the channel will give the brand the opportunity to deliver an even broader spectrum of comedic content and capitalize on the steady growth trend of audience share and engagement for Comedy Central in Germany.