Arjen Lubach is set to leave RTL 4 and move exclusively to Videoland in order to create the best possible position for Renze Klamer, according to TV authority Tina Nijkamp. “Dramatic,” she said in her podcast De Mediaweek.
“It’s clear by now that Arjen Lubach adds little to RTL 4. Not only are his linear ratings disappointingly low compared to his years on NPO 1, but he also completely fails to match the commercial broadcaster’s target audience,” Nijkamp explained. “In other words that after his late-night show, a significant number of viewers switch off.”
She added, “He’s losing ground! The ratings for Arjen are underwhelming, as I state in De Mediaweek. ‘Yes, that’s correct. Lubach is clearly declining in linear viewership. Nobody really talks about it. This season has been truly disastrous. Not a single episode has actually made the news.’ Around 500,000 people tune in.”
Nijkamp noted that although delayed viewing does push the numbers above one million, it generates less revenue. “It really comes down to live linear TV viewing, which raises the question: shouldn’t Lubach move to Videoland?”
On whether it’s better for Lubach to leave RTL 4 and go exclusive to Videoland, she said, “I’d say yes. Lubach should go to Videoland, because you can also see from the inflow and outflow that he’s become an island. He doesn’t fit in at all with the rest of RTL 4’s programming. It’s an island RTL 4 bought, and as a broadcaster, you gain nothing from that.”
She continued, “Even worse, Renze Klamer is going to suffer a lot because of this. And while Renze will naturally score better than RTL Tonight, having Lubach as a lead-in prevents him from reaching over 550,000 viewers.”
