Axel Springer and Viacom International Media Networks join forces to launch Joint Venture

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Axel Springer SE and Viacom International Media Networks (VIMN) Northern Europe are planning to launch a TV and video ad sales joint venture in the German market. An agreement providing for the transaction has already been signed but the transaction remains subject to regulatory approval.

The joint venture will comprise the ad sales responsibilities for the TV channels of Axel Springer and Viacom International Media Networks in Germany, including Comedy Central, MTV, N24, Nickelodeon/Nicknight and VIVA. It will also include ad sales for the digital and online video content of Viacom International Media Networks in the German market.

The planned joint venture will rank as number 4 in the German ad sales market relating to the core target group of 14 – 49 year olds (Source: AGF/GfK; market shares commercial TV marketers, January 1 2015 to June 30 2015).

Viacom International Media Networks will acquire 49 per cent of, the TV ad sales marketer of N24 and therewith launch an ad sales marketing joint venture with Axel Springer. Three Managing Directors will be appointed to oversee the joint venture: Franjo Martinovic, currently Chairman of the Board of, Kai Ladwig, at present member of the management of, and André Mendo, currently Vice President Sales for Germany, Switzerland and Austria at VIMN Northern Europe.

“With this Joint Venture we are combining our ad sales marketing and target group competencies and are creating a much broader scale in the advertising sales market. As marketer for channels of the 3rd and 4th generation we want to ensure the quality of our advertorial space and at the same time offer innovative and creative solutions – for example by pooling our target groups. In addition, a combination with Media Impact’s portfolio will allow us to create new and exciting offers for agencies and clients,” Franjo Martinovic states.

André Mendo adds: “Our newly formed venture will also be open to representation of additional linear TV channels or digital publishers. Next to marketing the advertising space of our own brands, we aim to expand the joint venture to additional partners.”

The planned joint venture between Axel Springer and Viacom International Media Networks will enhance the marketing portfolio of both companies with additional, high quality ad sales space, new target groups and a broader range in TV and online video, also to the benefit of advertising customers. Since March 2014, Media Impact, the ad sales joint venture between Axel Springer and Funke Media Group, is working together with Viacom International Media Networks as partner for remnant online ad sales for the Viacom portfolio pursuant to a service contract. This cooperation is planned to be pursued between the joint venture and Media Impact. 

The corporate name of the joint venture will be announced shortly.

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