advertising primer 2016

Transcription

ADVERTISING PRIMER
2016
You can clearly
only market your
shop online ...
... but in combination with
promotional letters,
you can boost
your sales.
More information at: post.ch/wirkung-studien
Boost
your sales.
CONTENTS
Switzerland
Data on Switzerland
Economic data
European comparison
2
3
4
Advertising expenditure
Media market Switzerland
Media in Europe
Social media comparison – Intermedia comparison
5
6
7
8
Media Market
Media Data
Magazines14
Daily-, Sunday-, Financial-, Business-Press
16
Newspaper/Magazines Combinations
18
Television – Digital advertising displays
20
Internet – Online
22
Cinema – AdScreens in public transports
24
Radio25
Out-of-home – Posters
26
Direct advertising
27
Studies
Official Swiss media studies
Media terms – Internet/Online Glossary
28
32
Map of WEMF regions
Swiss population data
34
36
Addtional data
All data given according to the sources indicated. No responsibility is accepted for their accuracy.
State: December 16, 2015.
For additional copies of the Ringier Advertising Primer please see www.go4media.ch (also with download).
Contact
Ringier AG
Publishing Media
Dufourstrasse 23
CH-8008 Zurich
[email protected]
www.go4media.ch
www.ringier.com
2
DATA ON SWITZERLAND
Geography
Surface
Total
Cultivated area
Floor surface
sq. km
%
41,285100.0
14,817
35.9
12,931
31.3
Politics
Swiss Confederation:
Administrative units (federalistic):
Form of government:
Surface
Unproductive surface
Populated area
sq. km
10,459
3,079
%
25.3
7.5
founded in 1291, Federal State since 1848
26 cantons (6 of them are half-cantons)
direct democracy
Political levels and partiesParties
State: 2015
Seats
SVP
SP
FDP
CVP others
Federal Council
Collegial board
72221
Parliament
Council of States cantonal repres. 46
5
12
13
13
3
National Council
people repres.
2006543332831
Resident population(Dec. 31, 2014, STATPOP. Structural survey 2013)
Total
m8,238 Private households
m
Foreign nationals
%
24.3 Single-person-h/h%
Population density
p. / sq. km.
206 Family h/h with children %
Male
m4,074 Couples without children %
Female m4,164 Ø no. of persons/h/h
Urban (agglomerations) %
83.9 Ø no. of children per woman
Non-urban% 16.1
Language(Structural survey 2013, 15+)
German64.5% Italian8.3%
French22.6% Romansh0.5%
Civilian status(STATPOP 2014)
%
Unmarried43.6
Married43.1
Widowed4.9
Divorced8.1
3,541
35.1
34.5
27.5
2.25
1.50
Other20.1%
Religions(Structural survey 2012, 15+)
Roman Catholic Church
Protestant Church
Other churches/religious communities
No religious affiliation/no reply
%
38.0
26.1
12.4
23.5
Population of the 10 major urban areas ( Dec. 31, 2014, in 1000)
Zurich1,315.7 Lucerne224.7
Geneva570.2 St. Gallen
164.9
Basle537.1 Lugano150.5
Berne406.9 Winterthur136.6
Lausanne402.9 Zoug125.0
Source: STATPOP, according to SFSO typology 2012; www.statistik.admin.ch.
Employment
Aged 15+
Full-time (more than 90%)
Part-time (up to 90%)
Total
MenWomenTotal
1000
%
1000
%
1000
%
2045
84.1
857
40.8
2903
64.0
387
15.9
1245
59.2
1632
36.0
2433100.0 2102100.0 4535100.0
Source: SFSO/Swiss Labour Force Survey (SLFS) 2014.
3
ECONOMIC DATA
Gross domestic product(at current market price)
Total nom. (CHF bn)
Index (2000 = 100 = 458,779)
201220132014
623,943
136
634,854
138
642,256
146
Swiss consumer price index(annual average, basis december 2010 = 100)
Food and non-alcoholic beverages
97,4
98,5
99,5
Alcoholic beverages and tobacco
102,1
103,4
104,4
Clothing and footwear
88,9
85,6
84,5
Housing and energy
102,5
102,6
103,7
Furnishing, household maintenance
97,0
95,4
94,5
Health care
99,999,098,1
Transportation
98,397,496,3
Communication
99,497,194,9
Recreation and culture
94,5
94,5
94,6
Education and courses
102,0
103,8
105,4
Restaurants and hotels
102,2
103,0
103,7
Other goods and services
100,5
101,1
100,3
Total index
99,399,199,0
Car ownership
No. in millions
Index (2000 = 100 = 3.545.247)
4.255
120
4.321
122
4.384
124
Source: Swiss Federal Statistical Office, www.statistik.admin.ch.
Household income structure ( Ø 2009–2011)
Quota h/h in %
Ø no. of persons Income monthly
h/h
(gross in CHF)
Employed61.22.43
10,987.–
Self-employment/Farmer11.32.65
10,782.–
Pensioner25.11.52
5,878.–
Household expenditure(2013, all h/h, in %, per month)
Food and non-alcoholic beverages
7.1 Restaurants and hotels
Alcoholic beverages and tobacco
1.2 Other goods and services
Clothing and footwear
2.5 Consumption expenditure
Housing and energy
16.8 Social-/health insurance, insurances
Furnishing, houshold maintenance
3.0 Taxes, fees
Health2.9 Contributions and other transfers
Transportation8.7 Compulsory transfer expenditure
Communication2.1 Total household expenditure
Entertainment, recreation and culture
6.7
Source: HBS 2015 (Household Budget Survey), Swiss Federal Statistical Office, www.statistik.admin.ch.
6.4
3.2
60.4
21.2
13.9
4.4
39.6
100.0
EUROPEAN COMPARISON
4
CHDE FRGB ITAT
Surface area
1000 sq. km
41357544244301 84
Population(Dec. 31, 2014 / Jan. 1, 2015)
Total
million
8.23881.17466.35364.76760.796 8.585
No. of households million
3.54139.71328.09128.07625.768 3.768
Household-size Ø pers.
2.32.02.22.32.32.2
Age groups up to 15 years%
14.9
13.1
18.6
17.6
13.9
14.3
15–24 years 11.610.811.912.7 9.811.9
25–49 years 36.233.632.333.935.035.5
50–64 years 19.721.719.318.219.920.0
65–79 years 12.715.412.312.815.013.3
80 years and older4.95.45.74.76.45.0
Population density 1
p./sq. km
206227116265199102
Labour force 1
million
4.842.029.232.525.5 4.4
1
Unemployment rate % 3.25.010.36.112.75.6
Gross domestic product ( at current market price, 2014)
Total
EUR bn
528.82915.72132.52253.31613.9 329.3
Index (prev. year = 100) 102.5103.4100.8110.3100.4102.0
Per Capita (PPS) EUR43,20034,00029,40030,00026,40034,900
Index (prev. year = 100) 100.5104.0103.5102.4100.4102.3
Employment in economic sectors ( 2014, 15–64 years, in %)
Agriculture/forestry
3.31.62.91.53.64.4
Industry/craft
20.628.120.618.726.925.9
Services
76.070.476.579.869.569.7
Advertising expenditure ( 2012) 2
Classical media
USD bn
5.66023.43312.49019.378 7.280 4.178
Index (prev. year = 100)
96.7
91.6
90.6
100.9
77.5
90.8
Per capita
USD
712292191305123497
Split by media(in%) 2
Newspapers
Magazines
TV
Radio
Cinema
Outdoor advertising
Internet
26.330.210.218.413.938.4
18.517.714.3 6.0 9.113.0
28.722.233.826.652.722.9
4.23.97.63.87.15.6
0.50.51.11.30.50.3
9.94.812.06.72.86.3
11.920.721.037.013.813.4
Sources: Eurostat 2015 (Data 2014); 1 UBS – Switzerland in Figures 2015; 2 Western Europe Market & Mediafact 2013.
ADVERTISING EXPENDITURE
5
Net advertising turnover Switzerland
CHF million (without production cost)
2012
2013
2014 ±% 13/14
Daily newspapers
819718689−4,1
Regional weeklies
183
168
158
−6,0
Sunday newspapers
152146132−9,7
Total dailies / weeklies / Sunday news press
11541032 978 −5,2
Of which: sales/subscriptions
863
785
731
−6,9
Of which: free newspapers
291247248+0,4
Magazines general interest
352
324
308
−4,9
Financial and business press
48
43
42
−1,8
Special interest weeklies and monthlies
118
112
107
−4,7
Trade press
111104100−3,9
Total Press
178316151536 −4,9
Television (advertising seconds)
674
698
718
+2,9
Radio (advertising seconds)
109
115
111
−2,7
Television + Radio (sponsoring)
90
93
93
±0,0
Cinema
262628
+7,7
Teletext
543
−16,7
AdScreen
677
−1,4
Total electronic medias
910
942
960
+1,9
Outdoore (analogue/digital) + public transports
417
415
426
+2,7
Directories
214208217+4,1
Direct marketing (distribution costs incl.)
1017
1086
1059
−2,6
Other medias
164817101702 −0,5
Total net advertising turnover Switzerland
4341
4267
4197
−1,7
Internet (classical online advertising) 1
170186210
+12,9
Search engine-/affiliatemarketing, online classifieds 2 403456513
+12,5
Source: Stiftung Werbestatistik Schweiz; 1 MediaFocus; 2 Estimation MediaFocus.
The largest advertising sectors ( 2014)
Total
Index
Media split (in %)
Product groups
CHF 1000PY = 100
NP MA TP TV RA PO CI TX ON
Car market
363,517 102 326223624106
Trade, wholesalers
258,007 112 363711617001
Travel, hotels
209,225 103 2529617614102
Economic campaigns
161,969 112 44404433002
House, furniture
161,507 104 3713 6171410 0 0 1
Art/cultural events
160,601 101 524281514301
Fresh products+convenience 150,937 105 121625938001
Chocolate, sweets
129,353 98 3608009001
Nonprofit campaign
124,658 99 447324217202
Online services 122,535 124 412034340016
Mobile
111,447 84 294042118204
Insurances
108,124 111 1953472122010
OTC pharmaceutical product 108,046 116 213166503000
Watches, jewellery
103,900 98 2830124221004
Non-alcoholic beverages
84,830 108 611165114102
Commercial services, consulting
81,958 90 3231641210015
Fashion, sport 4
81,500 97 2818622590012
Finance 4
81,245 91 3613319118108
4
Food products 73,139 115 1823536116001
Construction, industry 4
71,415 99 1646107613001
NP = Daily-/Weekly-/Sunday-Newspapers, MA = Magazines/Financial-/Businesspress, TP = Trade press/Special inter.
TV = Television, RA = Radio, PO = Out-of-home/Digital adv. spaces, CI = Cinema, TX = Teletext, ON = Online advertising.
4
Image, Internet, PS.
Source: MediaFocus, www.mediafocus.ch.
MEDIA MARKET SWITZERLAND
Switzerland’s largest publishers
Turnover (in CHF m)
Ringier AG
Tamedia AG
NZZ-Mediengruppe
AZ Medien
Somedia
Basler Zeitung Medien
6
2012
2013
2014 ±% 13/14
1,088
1,026
989
−3.9
1,052
1,069
1,115
+4.2
519 482471−2.3
252
242
248
+2.3
136 128129+0.6
175
126
54
−57.1
Source: Annual reports 2014.
Media budget(Swiss households media expenditure)
Expenditure (in CHF m)
2012
2013
2014 ±% 13/14
Press subscribtions
1,139
1,129
1,124
−0.4
Press sales
470
458
414
−9.6
Press total1,6091,5871,538 −3.1
1
Books
860
875
832−4.9
Cinema248218205−6.0
Radio535538545+1.3
Television2,7502,7582,931 +6.3
Consumer electronics1,0631,0581,095 +3.5
IT and telecoms
3,934
3,508
3,282
−6.4
Total10,99910,54210,428 −1.1
Expenditure by category 2014
Content
Access
Hardware
of 10,428
in CHF m
% in CHF m
% in CHF m
%
%
Press
1,538
31.4
14.7
Books
832
17.0
8.0
Cinema
205
4.2
2.0
Radio
50410.3 411.35.2
Television
855
17.5
1,220 253.1 85626.428.1
Consumer Electronics
482 9.9 61318.910.5
IT and telecoms
476
9.7
1,077
46.9
1,729
53.4
31.5
Total
4,892100.02,297100.0 3,239100.0100.0
± 2013/14 in % −3.3
+11.9
−5.6
Category definition
Content:
Household spending on media (subscriptions, sales per copy, books, TV and radio
licence fees, sound carriers, DVD’s, games, Internet downloads, etc.), fixed network
and addet value services.
Access:
Household spending on media access (cable network charges, broadband
connection).
Hardware:
Household spending on access equipment (Receiving sets, hardware for desktop and
mobile systems, smartphones, tablets).
Estimate; 2 Radio and TV share.
Source: Swiss Media Association, www.medienbudget.ch.
1 7
MEDIA IN EUROPE
CHDE FRGB ITAT
Population(Dec. 31, 2014 / Jan. 1, 2015)
Population
mio.8,23881,17466,35364,76760,796 8,585
Population (15+)
mio.7,01170,54053,87953,36852,345 7,357
No. of h/holds
mio.3,54139,71328,09128,07625,768 3,768
Print
Daily reach newspaper 1%
Weekly reach magazines 1%
Monthly reach mag. 1%
767312272673
8357923546…
836797706576
TV
Daily reach 1%
608780798664
Weekly reach 1%8493969797…
No. of TV h/holds
mio.
3.538.027.226.324.5 3.5
%
959398969896
Cable h/holds
%
56481516 656
1
Ø viewed per day min.141242239215260169
Radio
Daily reach 1%
857782795682
Weekly reach 1%9885916689…
No. of Radio h/holds
mio.
3.437.221.526.424.3 3.7
%
91928610099100
Commercial stations
no.
47381 17362258115
Ø daily listening 1min.
125248145187191194
Cinema
Monthly reach 1% 192067131211
No. of cinema screens
5504,6173,5832,8463,249 565
Outdoor
Weekly reach 1%80……989870
Sitesno.
89,240296,979123,943132,803152,392124,409
Internet
Weekly reach 1 %836074805070
Monthly reach 1% 866476805573
H/h. with Internet ac. 2
% 918983907381
Usage e-commerce 2
% 626149721543
Usage e-banking 2 % 544958572648
H/h. with broadband ac. 2%
86
8777887179
Int. usage smartphone 2
% 645659693565
Int. usage tablet 2% 283644502238
Facebook user 3 mio.3,629,032,039,028,0 3,5
of wich mobile user 3
mio.2,9924,0724,9633,9324,08 2,91
Persons (14+); 2 Persons 16–74 years, past three months; 3 User 13+ (State Oct. 31, 2015).
Figures in italic not revised.
1 Sources: Eurostat 2015; Western Europe Market & Mediafact 2013; NET-Metrix-Base 2015-1; www.thomashutter.com.
8
SOCIAL MEDIA COMPARISON
Facebook
Twitter
Instagram
YouTube
Platform and
characteristics
of users
Social network for all
age groups and social
strata. Interest in all
topics and sectors.
Digital platform for
sharing short messages. All age groups.
Has not yet found its
way to the majority of
the population.
Audio-visual platform
for sharing photos and
videos. Popular among
young users.
Video clip portal. All
age groups, all social
strata. Heavy users are
often very young. Used
as a video network.
Figures
3.6 m users, of whom
80% are also mobile
users. 48% female,
52% male. User numbers in 15-50 age group
stagnating slightly.
Increase among the
over 50s.
Around 228,000
users in Switzerland,
of whom 43,000 in
the German-speaking
regions.
870,000 active users,
of whom 490,000 in
the German-speaking
regions. 51% female,
49% male.
3.8 m active users, 50%
via mobile channels.
Platform
strengths
Wide reach, efficient
advertising forms,
differences in
pages (company pages,
profiles, groups). Good,
meaningful analytical
tools available.
High speed, use of
hashtags has established itself. Provides
easy access to opinion
leaders.
Active users.
Aesthetically pleasing
environment. Mobile
medium. Possible
to share photos in
other social networks
as well.
Wide reach, efficient
advertising forms,
links to Google and
Google+.
Platform
weaknesses
Advertising increasingly Limited to 140
Videos limited to max.
dominant, news feed characters. Takes com- 15 sec. Hardly any data
algorithms reduces the paratively long to build available.
reach of posts.
up the community.
Difficult to achieve
viral effects within the
platform. Professional
video production is
costly.
Types of posts
Text, photo, video,
link, photo album,
event, notifications,
milestone, apps.
Photo, video.
Video (with text in the
description).
Advertising offer
forms
Post reach, page
Follower ads, website
promotions, website
clicks, Tweet interacclicks, app installations, tions, app installations,
event promotion, lead/ leads, video ads.
video ads. Bookable via Bookable via Twitter
Facebook Ads Manager. Ads Manager.
Photos with embedded
link, carousel ads,
videos, lead ads. Advertising in the form of
photos/videos between
posts possible. Bookable via Facebook Ads
Manager.
Pre/post rolls, banner
ads via the video,
display ads around
the video. Automated
booking via the Google
network.
Followers, retweets,
likes, replies, post
reach, link clicks,
comments.
All views, view
duration, subscribers,
ratings, comments,
embed videos, playback
locations, favourites,
social shares.
Key performance Page likes, post reach,
indicators
engagement (likes,
comments, shares,
clicks), clicks on links,
hashtags.
Text, link, videos,
images.
Mentions, retweets,
favourites, followers,
following, reach, clicks
on links, hashtags.
Sources: Facebook Ads Manager; Twitter Ads Manager; Google AdWords
9
INTERMEDIA COMPARISON
Magazines
Newspapers (daily/weekly)
Type and
characteristics
of the medium
Entertainment and information medium for
a wide range of target groups. Mass media
in general interest field with wide range of
entertainment and advice on coping with
everyday life. Special-interest titles with high
level of thematic competency. Zeitgeist- and
trend-oriented.
Up-to-the-minute, everyday medium with high
information content. Chronicles recent events
with commentaries, orientation aid, entertainment and features. Strong reader loyalty with
high credibility and mostly local and regional
interest.
Main audience
emphasis
General interest magazines appeal to broad
groups of the population, while the wide range
of magazines facilitates specific appeal to
socio-demographically and psychographically
distinct target groups.
Broad, geographically defined population
groups. Main emphasis on the population
aged over 25. Free newspapers from the
age of 14. Larger publications tend to aim at
the agglomerations, upper professional and
educational levels.
Encounter target
person/medium
High acceptance owing to conscious leisuretime consumption. Reading medium with high
concentration and multiple consumption. Identification with publication and content. Consumption not restricted by place or time.
Contact particularly in the morning. Expectations of information result in intensive and
regular media consumption. Perfect identification with titles chosen consciously. Mostly
bought by subscription. Commuter press mainly
distributed in boxes.
Quantitative
media efficiency,
reach and
frequency
Advertising in general interest publications ensures high reach and contacts. Well-balanced
coverage and rapid high average number
of contacts. 8 to 9 publications throughout
Switzerland, each with around 6 ads for 70% to
80% reach and 6 to 7 OTS.
High reach and average number of contacts
in the main circulation areas. Rapid growth
of reach with broad list of publications or
combinations. Approx. 27 regional or 10 to 13
supraregional/national newspapers throughout
Switzerland required, each with 6 ads necessary for 80% to 85% reach and 5 to 6 OTS.
Options available From small advertisement format to dominant,
multi-page presence. Ads can be placed in
related editorial copy, permitting a direct
thematic link. Various speciality ads such as
gatefolds, inserts, samples, teaser strips and
issue-based sponsorship, crossmedia, etc. Promotion offers for iPad-/tablet editions. Special
issues are increasingly theme-specific.
From classifieds through double-page spreads
to multi-page advertisements. Many format
variations and broad colour options to attract
attention. Positioning in special topics and
event sections. Opportunities to give brochure
inserts higher profile. Crossmedia-offers for
advertising on the Internet, mobile, etc.
Advertising rates Full page advertisement 4-colour approx. CHF
16,000 to 25,000 for high-reach publications.
Reduced rate for b/w ads in individual cases.
Full page advertisement 4-colour approx.
CHF 10,000 to 25,000. Price range for mid-size
to large dailies. Big combinations over 60,000.
Many combination offers with 5 to 25%
reductions. Good value offers on small and
classifieds ads. Weekend “2 for 1”-offers.
Criteria for media Suitable for in-depth and complex messages.
selection
Demonstrating life experiences, cultivating
brand image and loyalty. Reach or contactbased basic advertising, also for crossmedia
campaigns.
Suitable for up-to-the-minute offers, messages
that should be communicated rapidly, regional
or retailer-oriented campaigns and advertising
with high text content. Also suitable for cultivating image and brand loyalty. Basic medium
at national, regional and local level, also for
crossmedia campaigns.
Sources: MediaTrendJournal.; O. Meier Medienmarketing.
10
Special interest and trade press
Out-of-home advertising
Type and
characteristics
of the medium
Medium for professional development. High
level of expertise in specialist area. In some
cases «obligatory» in order to keep up to
date in fast-changing sectors. High degree of
expertise in special interest segments. May be
a magazine or a newspaper.
Outdoor advertising medium with a direct,
broad impact and strong out-of-home presence.
Target areas in urban setting. Good geographical positioning. Additional focussing according
to target groups and events.
Main audience
emphasis
Specifically targets clearly defined professional
target groups and members of trade associations. Emphasis on committed specialists and
opinion leaders who are hungry for knowledge.
Reaches all age groups away from home. In
particular young, mobile target groups that are
difficult to reach. Distinctions can be made
between pedestrians, public transport users,
car drivers, and people on the way to work,
going shopping or on leisure time.
Encounter target
person/medium
Reading medium with high concentration and
multiple consumption as well as high circulation in companies. Identification with publication and content. Consumption not restricted
by time or place. Intensive reader identification
with titles bought on subscription.
Rapid, frequent contact with passers-by on
busy streets and squares, at public transport
stops, in railway stations, airports, shopping
centres, POS, filling stations, car parks,
sports venues, trade fair locations, etc. Very
wide reach within short time. High level of
acceptance.
Quantitative
media efficiency,
reach and
frequency
Run size depends on specialist area. Usually
between 2,000 and 10,000 copies. Comprehensive coverage of defined business target
groups. Generally high to very high reach in
specialist area (may be 80% or more) and high
OTS thanks to regular use.
Rapid presence and a fast-growing reach ensure high brand recognition among the general
public. 70% reach with an average of approx.
20 contacts and 1400 GRPs. Recall average of
50%, depending on subject (APG|SGA Poster
Performance Index PPI).
Options available Mostly full page and part page. Occasionally only in black-and-white and two colours.
Relevant placement means ads can be tied in
to topics covered in publication. Many brochure
inserts, sometimes including samples.
Advertising and PR may flow seamlessly into
each other, depending on the sector. Extensive
rubric and small ad markets in some cases, as
well as reader services and cross-media offers.
National standard formats, networks and
individual areas. Analogue: F4, F12, F24,
F200, F400LT. Digital: eBoards, ePanels, Rail
Beamer, TrafficMediaScreen. Special formats
such as mega/big posters, public transport
advertising (hanging displays, transparencies,
traffic boards, ground adhesive advertising,
vehicle body wraps, etc.) Flexible booking: 7,
14 or 21 days.
Advertising rates Highly dependent on the run size. Generally
between CHF 2,000 and CHF 5,000 for blackand-white pages and between CHF 5,000
and CHF 10,000 for 4-colour pages. Large
circulation trade publications tend to cost more.
Special interest segments less expensive.
Posters: rates on the basis of SPR+ performance values (APG|SGA). CPM from approx.
CHF 6 to 15 depending on format and area.
Investment in national posting approx. CHF
442,450 gross (e.g. conurbations F12 Big27,
924 sites, 14 days). Staggered campaign
discount from 18 to 46%. Additional lastminute discount and discounts linked to annual
investment.
Criteria for media Suitable for targeting particular specialist
selection
groups. Rational and emotional presentation of
advertising messages in a professional environment. For B2B use and for optimizing reach to
particular target groups.
Suitable for short advertising messages, introducing, positioning, anchoring and updating
brands or images. Offers via advertising stimuli
shortly before the purchase decision. Builds
recognition fast. Enhanced impact thanks to
appropriate format mix and reinforcement by
further analog/digital out-of-home media.
Sources: MediaTrendJournal; O. Meier Medienmarketing.
11
TV
Cinema
Type and
characteristics
of the medium
Mass medium for entertainment and information with audio-visual experience. By choosing
broadcast time, the channel and the main axis
of the broadcast, it is possible to address a
particular target group. Regional TV for regional
and local campaigns with programming
repeated throughout the day. Internet TV for
location-independent or delayed viewing.
An entertainment medium for young target
groups, families and increasingly also best
agers. Intensive audio-visual experience.
Dominance on large screen. Strong possibility
for identification and high recall value.
Main audience
emphasis
Total population with emphasis dependent
on channel, language area, time of broadcast
and programme environment. Reaches mainly
senior viewers. Swiss advertising windows and
stations serving a specific language region tend
to focus on younger users than public sector
broadcasters.
46% of cinema audiences are between 14 and
34 years, 33% are between 35 and 54 years.
Main emphasis among urban, active groups of
people with above-average education and a
wide range of interests.
Encounter target
person/medium
Multi-sense (picture, sound, movement)
appeal in familiar home atmosphere. Highest
consumption between 7 pm and 10.30 pm.
Different levels of interest and acceptance
in anticipation of given programmes. Risk of
distraction and zapping.
Considerable attentiveness to films. No distractions thus intensive exposure to the advertising
message. Evokes a suggestive atmosphere.
Relaxed, positive and accepting mood – also
towards advertising. Cinema advertising cannot
be zapped away.
Quantitative
media efficiency,
reach and
frequency
Very different ratings depending on the
channel, the time of broadcasting and the programme environment. Reach increases quickly
with high frequency (significant cumulation
effect). For cumulative ratings of 70% and 3 to
4 OTS you need about 20 to 30 spots on several
channels during primetime. High transparency
of performance.
A package of all national cinemas for 1 week
can reach some 10% of all 14 to 34 year olds.
Rapidly increasing reach over a period of
several weeks,but low average contacts.
4-week campaign in all Swiss cinemas
achieves – depending on period – around 20%
reach and 1.4 OTS among 14 to 34 years olds.
Options available TV spots from 5 sec. to 6 min. Plus 2-3 spots
per block and reminder spots. Special forms of
advertising such as single spots, split-screen,
sponsorship, exclusive spots, product placement, «power break» during sports broadcasts,
etc. Swiss advertising windows: Spot length
5 sec. or more, ad breaks. No advertising
windows in Ticino.
National targeting: GeoFocus (regional/national
cinema-booking with one spot). Audience
targeting: spot-booking for individual target
groups. Movie targeting: FilmFocus (booking by
genre or film). Local: GeoFocus local, CineFix,
CineMotion, etc.
Advertising rates SRF1 primetime 20 sec.: CHF 1,500 to 25,000.
Swiss advertising windows 30 sec. (7 pm to
10.30 pm): CHF 1,000 to 6000 according to
day and time. Regional TV: differing rate cards
depending on channel and number of repeats.
Uniform CPMs per week/sec. GeoFocus: CHF
12.00 (regional/national). Audience targeting:
CHF 13.90. Movie targeting: from CHF 17.50
to 19.50. Minimum 3 to 4 weeks, variabel and
depending on contacts. Format: minimum 30
sec. Recommendation/local advertising: CPM
from CHF 10.20 to 11.50.
Criteria for media Suitable for building recognition fast,
selection
demonstration, emotion and argument-based
advertising. Basic medium on national and
language region level, also for crossmedia
campaigns. No alcohol or tobacco advertising
(except wine, champagne and beer).
Suitable for young target groups. Mood and
image advertising. Anchoring of messages,
brands and images. Crossmedia through promotions, television, online and adscreens in lobby.
Cine-picture and Cine-motion: suitable for
local/regional advertising (retailer support).
12
Radio
Direct marketing
Type and
characteristics
of the medium
Popular information and entertainment
medium, though usage can be superficial. Often
used as background noise. Private radio usage
depending on reception areas.
Marketing medium which may or may not be
personalized. High information capacity and
broad range of possible formats. Increasing
coverage problems with unaddressed direct
marketing campaigns owing to spread of «no
advertising» mailbox stickers. Can be circumvented using leaflet inserts in newspapers and
magazines or addressed direct mailings.
Main audience
emphasis
Private broadcasters demonstrating trend
towards younger (15 to 49 years) listeners in
their respective reception areas. Consumption
mainly during the day. Peak times: morning,
midday and early evening.
Unaddressed: Broad sections of the population. Heads of households generally have
first contact.
Addressed: Target group selection options are
broad. Data protection imposes conditions on
address management.
Encounter target
person/medium
Often switched on while the listener is doing
other things at the same time (work at the
office, at home, driving the car). Acoustic
(language, sound effects and music) appeal and
regular consumption.
Used at home and at work. Acceptance of
unaddressed blanket mailings is lower. Acceptance of addressed mailings depends on subject
and quality of approach. Chance of direct
contact, low dispersion loss. Good response
opportunities.
Quantitative
media efficiency,
reach and
frequency
Local and regionally targeted reach. 53% of
people listen to local radio for at least 61 min.
25 German- and 13 French-speaking local radio
stations, each with a frequency of 20 spots
per week necessary for 50–60% reach and
4 to 5 OTH.
Little general research data available.
51% of households are reachable (49% have
«no advertising» stickers). Addressed direct
mailings give almost 100% reach. Multiple
contacts possible.
Options available Mostly 15 to 20 seconds commercial spots that
can be broadcast according to individual timing
and programme environment requirements.
Wide range of bundling options for buying
time with several private stations. Sponsorship available for entire radio programming
spectrum. Sponsorship also possible on SRG
radio channels (SRF/RTS/RSI).
Unaddressed: Approx. 2.0 million private
households, most of which are served by
private distributors. Good geographical targeting. High volume of leaflets and brochures on
individual weekdays.
Addressed: Address lists available for the
most varied target groups. Wide differences in
quality and price depending on whether private
or business addresses.
Advertising rates 30 second spots on «average» private radio
station between CHF 180 and 1,200
(CHF 6 to 40 per second). Rates higher
during prime time. Pool discounts up to 20%
if advertiser buys package of broadcasters.
Unaddressed: General distribution to all
households in Switzerland: CHF 211,500 for up
to 25g. Distribution costs per 1000 copies: CHF
from 88.– to 158.– (A,B,C-Post locations).
Addressed: Costs for private addresses
(approx. 6 m.) per 1000, between CHF 210
and 600, depending on address requirements.
Business addresses (approx. 700,000) CHF
240 per 1000.
Criteria for media Suitable for up-to-the-minute offers, campaigns
selection
and rapid appeal. Often used as complementary
medium at local and regional level, also for
crossmedia campaigns. No alcohol or tobacco
advertising (except wine, champagne and beer).
Suitable for local/regional special offers
(unaddressed) and clearly defined target groups
(addressed). Text-rich messages, samples,
catalogues. Personal approach. Often used in
business-to-business segment.
Sources: MediaTrendJournal; O. Meier Medienmarketing.
13
Online
Mobile phone
Type and
characteristics
of the medium
Interactive individual communication tool.
Everyday medium for young target groups.
Extensive range of options and a reach that is
still increasing. Used as an information medium
and for e-mail use. Growing acceptance as
a sales channel. Established sales channel.
Available at short notice. In the social media,
millions of dialogues are generated daily on
Facebook, Twitter, YouTube, etc.
Interactive, individual “always on” medium
with high entertainment, information and
interaction potential. Growing acceptance as a
sales channel. A communication instrument not
restricted to specific locations or times, with
options for direct use and impact monitoring.
Main audience
emphasis
Targets 13 to 60 year olds. Segmentation
options according to web offer and technical
criteria (URL, domain, browser, Internet access,
time, keyword, etc.).
Focus on 14 to 50 year olds. Personal device
for dialogue, work, information and entertainment used by all sectors of the population.
Segmentation possibilities according to mobile
sites, operating system (Android, iOS, Windows
Phone, etc.), device type, language, browser,
time, keywords and location.
Encounter target
person/medium
Professional use during office hours as well as
large private use. High degree of involvement
via interactivity and individual information and
news procurement around the clock. Use as
Internet TV and/or via Internet mobile phones
(smartphones and tablets/e-book readers).
A mobile phone offers a direct personal link to
target groups showing a high level of interest
and acceptance. Reaches the target audience
at all times and in all places and allows instant
interaction. Use of online (Internet) and streaming content in the form of audio and video
material and games.
Quantitative
media efficiency,
reach and
frequency
Over 80% of the 14-60 age group use the Internet. Precise records can be produced for the
individual advertising images (AdImpressions),
page views called up (Page Impressions), as
well as number of visits (visits), reach (unique
users), the time spent on the site (use time) and
the number of clicks.
Mobile phone penetration over 90%. Smartphone owners: approx. 75%. More than 60%
use mobile Internet services. Precise recording
of ad impressions, page impressions, numbers
of visitors and numbers of clicks generated.
NET-Metrix measurement available.
Options available Standard: full banner, skyscraper, leaderboard,
rectangle, floating ad, roadblock, wallpaper.
Also: video ads, expandable formats, interstitial, ad appeal, etc. Other forms include search
engine marketing, classifieds , netwsletter and
e-mail marketing. Campaigns on differently
themed web offers and portals. Various forms
of performance and affiliate marketing.
Display advertising in the form of banners in
apps and on mobile portals. Special formats
such as prestitial, interstitial and rich media.
Other formats: Search engine marketing,
Google AdWords, classifieds, performance
marketing. Plus SMS, MMS, WhatsApp, mobile
games, QR-cordes, augmented reality.
Advertising rates Rates (CPM/CPT) vary between CHF 10 and
CHF 180 per 1000 ad impressions. E.g. FullBanner or Skyscraper CHF 30 to CHF 80. Also
cost-per-click, cost-per-lead or cost-per-sale for
affiliate marketing.
Advertising rates (CPM) vary between CHF 40
and 180 per thousand ad impressions, e.g. banner/leaderboard CHF 40 to CHF 100; interstitial/
prestitial CHF 90 to 190; alternatively, cost per
click or cost per lead.
Criteria for media Suitable for branding, response campaigns
selection
and product and service offers requiring high
information content. Use as a single medium or
parallel to classic media. Suitable as a distribution channel to intensify interactive dialogue/
response and for competitions.
Suitable for response campaigns and young target groups. Often in addition to classic online
campaigns. Frequently used in cross-media
in combination with offline/online. Strongly
dialogue-oriented. Short lead times mean it is
best suited to promotions, competitions, and
event announcements.
14
MAGAZINES
15
Publication
Category MethodCirculation of issue
1
Reach cRR
% 1000
Structure
M
W
Cost full page
b/w
4-c
CPM
b/w
4-c
German part
Annabelle
Beobachter
Bolero
Brigitte (split Switzerland)
Cosmopolitan (split Switzerland)
Freundin (split Switzerland)
Geo (split Switzerland)
Gesundheitstipp
GlücksPost
Ktipp
Magazin, Das (supplement)
NZZ Folio (supplement)
Reader’s Digest Schweiz
Schweizer Familie
Schweizer Illustrierte
Schweizer LandLiebe
Style
Tele
TVstar
TV täglich (supplement)
TV2
TVvier
Weltwoche, Die
100.0
46685050
women
fortnightly
66,121
4.7
2181981
info/counseling
fortnightly
295,566
18.2
8514753
women/fashion
monthly, 10 × per year
34,031
0.7
32
32
68
women
fortnightly
(30,000)
2.0
92
12
88
women
monthly
(32,000)
2.9
134
16
84
women
fortnightly
(20,000)
1.5
69
7
93
topics
monthly
(46,000)
12.4
578
52
48
health
11 × per year
62,595 2
9.3
4353268
women
weekly
152,791
8.8
4092773
2
consumer fortnightly253,103
19.8
9244951
news/topics
weekly
355,340 3
12.7
5934852
topics
monthly
156,994
8.0
375
56
44
digest magazine
monthly
55,840
4.0
187
41
59
family magazine
weekly
189,388
13.9
651
35
65
glossy magazine
weekly
173,205
15.3
713
38
62
natur/topics
6 × per year
200,110
13.0
606
25
75
women
158,371
6.3
296
25
75
tv guide
weekly
126,817
9.2
4314951
tv guide
fortnightly
85,545
4.2
1974555
tv guide
weekly
(510,000)
11.6
540
38
62
4
444
tv guide
fortnightly
15,715
4
444
tv guide
monthly
26,877
news/topics
weekly
65,139
5.0
2346337
18,900
18,900 86.60
86.60
23,830
23,830 28.02
28.02
10,570
10,570
328.18 328.18
9,600
9,600
104.58 104.58
12,500
12,500
93.51
93.51
10,670
10,670
154.85 154.85
16,990
16,990
29.38
29.38
12,900
12,900 29.68
29.68
12,900
12,900 31.56
31.56
22,400
22,400 24.24
24.24
29,596
29,596 49.94
49.94
24,680
24,680
65.76
65.76
9,980
9,980
53.50
53.50
18,870
18,870
29.00
29.00
26,310
26,310
36.89
36.89
21,200
21,200
34.97
34.97
18,200
18,200
61.48
61.48
10,900
10,900 25.32
25.32
5,900
5,900 29.93
29.93
18,650
18,650
34.53
34.53
2,5002,500
2,5002,500
15,400
15,400 65.78
65.78
French part
Bon à Savoir
Bolero F 4
Elle (split Switzerland)
Femina (supplement)
Guide TV (supplement)
L’Hebdo
L’illustré
Marie Claire (split Switzerland)
Paris Match (split Switzerland)
Reader’s Digest Suisse
Télétop matin (supplement)
TV8
consumer
11 × per year
96,696 2
women/fashion
18,527
women
fortnightly
(20,000)
women
weekly
124,675
tv guide
weekly
146,588
news/topics
weekly
39,766
glossy magazine weekly
74,901
women
monthly
(30,000)
glossy magazine
fortnightly
(30,000)
digest magazine
monthly
18,121
tv guide
weekly
126,432
tv guide
weekly
63,958
100.0
15254951
23.7
3614555
3.4
52
16
84
2.7
41
14
86
19.3
2943367
12.6
192
45
55
11.3
1725347
20.9
3184060
3.9
59
9
91
3.9
59
33
67
4.1
63
39
61
20.2
307
47
53
14.4
2204159
13,000
13,000 35.97
35.97
10,370
10,370
199.52 199.52
6,200
6,200
152.54 152.54
22,990
22,990 78.30
78.30
12,850
12,850
66.90
66.90
13,500
13,500 78.53
78.53
18,700
18,700 58.74
58.74
8,200
8,200
138.74 138.74
6,200
6,200
104.83 104.83
4,750
4,750
75.38
75.38
18,550
18,550
60.36
60.36
7,800
7,800 35.43
35.43
Italian part
Illustrazione Ticinese (free)
Ticinosette (supplement)

family magazine
monthly
131,905 3
tv guide
weekly
63,212
100.0
293
49
51
48.0
1414555
36.3
106
42
58
7,150
10,945 50.75
77.69
9,785
9,785
91.95
91.95
Gross domestic rates in CHF as at 1.1.2016, excl. VAT, for bookings from Switzerland;
1 Distributed circulation (print+replica), certified by WEMF/KS; not certified circulation are in parentheses;
2 Circulation attestet; 3 Distributed free paper, certified by WEMF/KS; 4 not evaluated in MACH Basic;
4 Values from «Edelweiss».
Sources: MACH Basic 2015-2; WEMF circulation bulletin 2015; publishers declaration.
DAILY-, SUNDAY-, FINANCIAL-, BUSINESS-PRESS
Publication
Place of
publication
16
17
Method
Circulation of issue
1
Reach cRR
% 1000
Structure
M
W
Cost full page
b/w
4-c
CPM
b/w
4-c
Daily newspapers
German part
20 Minuten c. ed. (free)
Zurich
Mon–Fri
447,552 2
Basler Zeitung N
Basle
Mon–Sat
50,237
BZ Berner Zeitung/Bund c. ed.
Berne
Mon–Sat
146,152
Blick
Zurich
Mon–Sat
157,671
Blick am Abend c. ed. (free)Zurich
Mon–Fri
281,204 2
Neue Luzerner Zeitung c. ed.
Lucerne
Mon–Sat
122,401
Neue Zürcher Zeitung (CH)
Zurich
Mon–Sat
110,854
Nordwestschweiz, Die c.ed. N
Aarau
Mon–Sat
161,012
St. Galler Tagblatt c. ed.
St. Gallen
Mon–Sat
122,745
Südostschweiz, Die c. ed.
Chur
Mon–Sat
79,172
Tages-Anzeiger
Zurich
Mon–Sat
162,894
100.0
46685050
31.4
14685743
2.8
130
49
51
7.3
339
50
50
13.7
6426238
14.3
6695347
6.32945248
5.8
269
62
38
8.1
376
50
50
5.82714753
3.51625149
9.8
4575545
47,000
47,000 32.02
32.02
18,700
18,700
144.25 144.25
19,920
27,998
58.84
82.70
26,200
26,200 40.84
40.84
22,900
22,900 34.23
34.23
20,900
20,900 71.20
71.20
19,580
19,580
72.71
72.71
20,950
26,850
55.74
71.43
21,100
21,100 77.85
77.85
12,500
12,500 77.16
77.16
29,040
29,040 63.59
63.59
French part
20 Minutes c. ed. (free)
24 heures c. ed.
Le Matin
Le Temps
Tribune de Genève
Zurich
Mon–Fri
187,018 2
Lausanne
Mon–Sat
61,117
Lausanne
Mon–Sat
44,815
Lausanne
Mon–Sat
36,802
Geneva
Mon–Sat
41,213
100.0
15254951
34.7
5305347
11.5
175
50
50
19.4
2965941
6.1
945743
7.9
120
50
50
21,725
21,725 41.03
41.03
13,420
23,580
76.74 134.84
11,580
11,580 39.10
39.10
13,500
13,500144.22
144.22
7,980
13,840
66.35 115.07
Italian part
20 minuti (free)
Corriere del Ticino plus
La Regione
Zurich
Mon–Fri
33,117 2
Lugano/Muzzano
Mon–Sat
47,774
Bellinzona
Mon–Sat
31,876
100.0
2934951
29.8
885248
42.8
125
52
48
32.9
975545
5,200
5,200 59.36
59.36
5,890
9,165
46.93
73.03
5,167
8,052 53.54
83.43
Sunday newspapers 3
NZZ am Sonntag
Schweiz am Sonntag c.ed.
SonntagsBlick
SonntagsZeitung
Zentralschweiz am Sonntag c. ed.
Le Matin Dimanche
Il Caffè (free)
Zurich
Aarau/Chur
Zurich
Zurich
Lucerne
Lausanne
Locarno
Sun
Sun
Sun
Sun
Sun
Sun
Sun
Financial and business press 3
Bilanz
Finanz und Wirtschaft
Handelszeitung
Bilan
L’Hebdo
PME Magazine
Zurich
Zurich
Zurich
Lausanne
Lausanne
Zurich
fortnightly
2 × per week
weekly
fortnightly
weekly
monthly
1 Distributed circulation (print+replica), certified by WEMF/KS; 2 Distributed free paper, certified by WEMF/KS;
3 Net reach in the linguistic region.
126,855
190,176
184,089
182,192
96,623
123,806
57,397 2
8.9
417
55
45
7.8
366
53
47
14.7
6865842
13.3
6225347
4.7
220
53
47
30.3
463
52
48
31.7
935149
24,120
24,120
26,750
26,750
26,870
26,870
30,029
30,029
15,000
15,000
33,600
33,600
8,510
8,510
57.83
57.83
73.16
73.16
39.19
39.19
48.28
48.28
68.20
68.20
72.61
72.61
91.53
91.53
47,302
25,172
38,229
10,550
39,766
18,556
2.7
1267030
2.0
92
79
21
2.1
997426
3.2
486931
11.3
1725347
4.2
656436
14,900
14,900118.00
118.00
9,900
13,440
107.80 146.35
9,500
13,500 95.83
136.18
8,910
8,910185.24
185.24
13,500
13,500 78.53
78.53
8,550
8,550132.44
132.44
NEWSPAPER/MAGAZINES COMBINATIONS
Publication
18
19
MethodCirculation Reach cRR
of issue
% 1000
1
Structure
M
W
Cost full page
b/w
4-c
CPM
b/w
4-c
81,828
81,828
43.56
43.56
51,912
51,912
35.99
35.99
78,13184,466
65.71
71.04
68,232
74.43
74.43
Total Switzerland
KombiNation Swiss Family A
weekly
593,316
Schweizer Illustrierte, SonntagsBlick, L’Hebdo, L’illustré, TV8, Il Caffè
KombiNation Swiss Women
weekly
464,855
Schweizer Illustrierte, GlücksPost, L’illustré, TV8
100.0
64874951
29.0
1879
46
54
German part
Cityplus 4 N
Mon, Tue, Thu, Fri, Sat
537,042
Nordwestschweiz, Die, c.ed. N, Neue Luzerner Ztg. c. ed., NZZ (CH), St. Galler Tb. c. ed., Schaffh. NR N
Metropool
Mon, Tue, Wed, Thu, Sat 359,283
Basler Zeitung, Berner Zeitung BZ c. ed., Tages-Anzeiger
Millionenkombi
weekly/ fortnightly507,928
Beobachter, Tele, TVstar
PowerDay 2
Mon–Fri
438,875
Blick, Blick am Abend c. ed.
3
PowerDay+
Mon–Fri
438,875
Blick, Blick am Abend c. ed., Blick.ch (Maxiboard fix)
Tele Kombi
weekly/ fortnightly
212,362
Tele, TVstar
Zeitungspool 1, Der
Mon–Sat
58,278
Bieler Tagblatt, Freiburger Nachrichten N, Walliser Bote N
ZRZ Zürcher Regionalzeitungen c. ed. N
Mon, Tue, Fri, Sat
104,026
Der Landbote N, Zürcher Oberländer c. ed. N, Zürcher Unterländer N, Zürichsee-Ztg. c. ed. N
100.0
46685050
25.5
11895149
French part
Arc Presse
Mon–Sat
37,872
L’Express, L’Impartial, Journal du Jura
Romandie Combi
Mon–Sat
134,104
Arc Presse, La Liberté, Le Nouvelliste, Le Quotidien Jurassien
Romandie MAX
weekly
178,625
L’Hebdo, L’illustré, TV8
Top 2 Romandie
Mon–Sat
102,330
La Tribune de Genève, 24 heures c. ed.
Top Matin
Mon–Sat/Sun
168,621
Le Matin, Le Matin Dimanche
100.0
15254951
6.4
985050
10,900
20,250111.00
206.22
22.3
3405149
22,900
36,500 67.36
107.36
German and French part
Bijou
Mon–Sat
29,917
Bieler Tagblatt, Journal du Jura
NZZ BusinessCombi
Mon–Sat
147,656
Neue Zürcher Zeitung (CH), Le Temps
100.0
61934951
1.2
755050
11,120
11,120147.50
147.50
6.0
3726040
30,080
30,080 80.78
80.78
Italian part
BiTop Ticino
Mon–Sat
79,650
Corriere del Ticino plus (Corriere del Ticino/Giornale del Popolo), la Regione
100.0
2934951
59.8
1755149
10,504
16,356 59.86
93.21
1 Distributed circulation (print+replica), certified by WEMF/KS; 2 20% combi discount by booking both titles in
consecutive editions; 3 20% combi discount on print, 30% on online (Maxiboard fix);4 Total Audience 2015-2:
net reach cumulated from MACH Basic 2015-2 and NET-Metrix-Profile 2015-1 (UUpD, weboffer users per day.)
22.2
19.6
1443
917
37
52
63
48
68,232
27.6
12884753
34,130
34,130 26.51
26.51
25.1
11735743
39,280
39,280 33.49
33.49
4
4
4
34.8 41624 58 42 55,03055,030
33.8933.89
12.9
15,120
25.03
604
48
52
15,120
25.03
2.7
1285347
12,012
17,248 93.69
134.54
4.8
2234555
27,210
27,210121.82
121.82
36.6
5574357
33,000
33,000 59.20
59.20
19.3
2945050
20,380
35,615 69.31
121.12
39.7
6055347
44,020
44,020 72.76
72.76
20
TELEVISION
Coverage
Persons in TV-households 1
Universe TV-households 1
Homes with 1 TV 2
Cable connection 2
IPTV 2
Satellite dish 2
1000
1000
%
%
%
%
CH de-CH
fr-CH
it-CH
731751721806 339
33242369797158
93929495
60645148
34294543
1012 611
Sources: 1 TV panel Mediapulse 2015 (persons 3+). 2 Mediapulse Establishment Survey 2014.
Advertising possibilities and general frameworks
Price criteria
Depending on the following criteria: season, time of broadcast and programme
environment, length, number of viewers, CPT of the target group, etc.
Nonlinear pricing
20/30 sec. commercial as a neutral basis f. analysing prices of sev. market pr.
Offers
Classic commercials in the form of TV spots with no given spot length, long
spots, mono-block, reminder spots and special forms such as powerbreaks,
event spots, sponsorship with billboards, etc.
Prohibited advertising Advertising for tobacco, alcoholic beverages (except wine and beer), over-thecounter medicines, political and religious advertising, etc.
Time of advertising Daytime 02:00 to 16:59 h, access 17:00 to 18:59 h, primetime 19:00 to 22:59 h, late
23:00 to 01:59 h.
National channels
Reach/day 1MS 1Price CPP, 20"
% %sec. 2 15–49 3 German part of Switzerland ( universe 4,559,000, 15+)
SRF 1
43.4
SRF zwei
28.3
SRF info
17.1
Tele Regio Combi
14.2
TeleZüri
7.5
3plus
8.1
4plus
4.6
Foreign channels
Kabel eins CH
Pro Sieben CH
RTL CH
RTL II CH
Sat.1 CH
Super RTL CH (20:15–23:00),5
VOX CH
9.3
13.3
18.1
11.8
13.7
4.9
12.0
CPP, 20"
15–59 4
20.05111.832727.–1749.–
9.55 26.301883.–1657.–
1.83 19.151991.–1681.–
1.79
100.52
1886.–
1558.–
0.90 82.071970.–1907.–
1.79 26.001778.–1631.–
0.7 24.401511.–1446.–
1.85
17.00
1729.–
1540.–
3.57
64.60
2018.–
2333.–
6.00 68.302099.–1983.–
2.84
30.60
1703.–
1744.–
4.09 39.001964.–1842.–
5,
5,
0.6411.411399.– 1389.–
3.63 32.901761.–1526.–
French part of Switzerland ( universe 1,562,000, 15+)
RTS Un
48.320.9559.021016.–679.–
RTS Deux
26.3 6.77 6.61719.–589.–
TF 1 CH
30.6
11.47
49.12
788.–
628.–
M6 CH
25.1 8.9457.10816.–737.–
Italian part of Switzerland ( universe 300,000, 15+)
RSI LA 1
56.6
RSI LA 2
35.9
22.61
7.86
14.13
3.61
113.–
107.–
93.–
98.–
Mediapulse TV panel, 1rst sem. 2015 (24h, Mon-Sun), persons 15+ (guests incl.), Overnigth 7+;
2 Ø Rates 1rst sem. 2016 CHF, 15+, Ø 24 h, gross, excl. VAT; 3 Pricing target group 15 to 49, 1rst sem. 2016, Ø 24 h, gross;
4 Pricing target group 15 to 59, 1rst sem. 2016, Ø 24 h, gross.
1 Sources: www.mpgruppe.ch; MediaWizzard.
TELEVISION – DIGITAL ADVERTISING DISPLAYS
21
Regional TV channels
(Values in the licence area)
Universe Reach per day 1 Price sec. 2Reception
persons 3+ 1000 persons
%
area 3
German part of Switzerland
TeleBärn
Telebasel
Tele M1
Tele 1
Tele Top
TSO (Tele Südostschweiz)
TVO (Tele Ostschweiz)
1,198,900
93.2
7.8
76.00BE/SO/FR
508,00060.011.830.75
BS/BL/AG
1,146,000
103.7
9.1
68.–
AG/SO
854,000
50.9
6.0
59.– LU/ZG/SZ
1,596,000
30.7
1.9
23.– ZH/TG/SH
268,000
16.3
6.1
20.– GR/SG/GL
586,000
36.2
6.2
41.– SG/AR/AI
French part of Switzerland
Canal 9 (fr/de) Canal Alpha
La télé
Léman bleu
TeleBielingue (fr/de)
342,000 26.9 7.9 30.–VS/VD
335,00033.810.125.–
NE/JU
928,000
37.0
4.0
27.–
VD/FR
475,000
29.3
6.2
30.–
GE/VD
251,000
15.1
6.0
24.– BE/SO/FR
Italien part of Switzerland
TeleTicino
339,00057.016.87.50 TI
Mediapulse TV panel, 1rst sem. 2015, persons 3+ (guests incl.) ; 2 Ø Rates 2nd sem. 2015 in CHF, excl. VAT;
Rate example before/after News; 3 Main reception area.
1 Sources:
Mediapulse AG
mpgruppe.ch
Belcom AG
belcom.ch
DOOH(Digital Out-of-home)
Touchpoint
Amscreen BP Amscreen Socar
Aperto Shops
CanalPoste
Media Markt
melectronics Migrol/Shell gas pump
migrolino
Neo Shoping Centers
Tamoil gas pump
TPG Pub (public transport)
Valora Shops
Goldbach Media AG
goldbachmedia.ch
Publisuisse
publisuisse.ch
gross r./w reach/w
GRP/w
OTS
rate 10” 10”-CPM
1000%%
week
gross
74
1.0
1.46
1.46
1,856
25.00
48 0.6 0.95 1.581,21125.00
92 3.0 1.80 0.602,02422.00
303 5.9 5.95 1.018,15826.88
172 2.8 3,37 1.203,43720.00
326 3.6 6.39 1.776,51420.00
273
4.0
5.35
1.22
6,827
25.00
193 7.7 3.78 0.494,24322.00
615
2.5
12.10
4.83
45,710
74.33
72
0.7
1.41
2.02
1,803
25.00
736
4.3
14.44
3.36
16,360
22.22
160 3.5 3.13 0.903,99225.00
Rates 2015 in CHF, excl. VAT. Univers: D/F-CH, Online population 5.098 mio., 15-74 years.
Source: GfK-Study «DOOH Audience Measurement 2015»; Goldbach Media AG; www.igdooh.ch.
Other digital advertising displays
locations screens gross r./w
rate 10” 10”-CPM
Network CH 1000weekgross
Digital Shopping Media
7
41
452
15,689
34.70
Healthcare and Beauty Channel
450
450
630
6,466
10.75
Lobby cinema − Cine Ad Screens
21
380
77
2,688
35.00
Rates 2015 in CHF, excl. VAT.
Source: providers declaration; clearchannel.ch; excommedia.ch; werbeweischer.ch.
INTERNET – ONLINE
22
Internet users ( Switzerland/CL)
Universe
BA 1Structure Affinity-
NA 2Structure Affinity
1000 1000 %Index 1000 %Index
Total
6487 5670100.0 100 5363100.0 100
Men
32032918 51.5 1042807 52.3 106
Women
32842752 48.5 962556 47.7 94
14 to 19 years 521515 9.1113513 9.6119
20 to 29 years 98097317.211495917.9118
30 to 39 years
1045
1034
18.2
113
1003
18.7
116
40 to 49 years
1234
1182
20.8
110
1134
21.1
111
50 years +
2707
1966
34.7
83
1754
32.7
78
Broadest audience (BA): people who used Internet at least once in the past 6 months;
Narrowest audience (NA): people who used Internet once per week or more.
1 2 Source: NET-Metrix-Base 2015-1.
Websites
UUpW 3 Time spent
UUpM 4 Time spent
% 1000h:min % 1000 h:min
CPM 5
de-CH(universe 4,201,000)
20min.ch (de-CH)34,914651:1149,720903:4430.–
Blick Online
29,912581:1046,419483:2330.–
tagesanzeiger.ch13,5 5680:3126,010921:1330.–
Neue Zürcher Zeitung
11,1 4670:1624,010080:3445.–
Blick am Abend 9,8 4110:0819,8 8310:1840.–
watson.ch
6,0 2540:2013,8 5810:4035.–
Nordwestschweiz Netz
5,4 2280:1513,4 5620:2720.–
bernerzeitung.ch 4,2 1750:24 9,4 3960:4940.–
baslerzeitung.ch 3,7 1570:32 8,1 3401:0839.–
Beobachter.ch 3,4 1430:0410,6 4450:0650.–
cash.ch
3,1 1300:40 6,2 2621:2945.–
St. Galler Tagblatt.ch
2,8
119
0:08
7,3
305
0:15
35.–
Luzernerzeitung.ch2,7 1130:17 6,0 2530:3435.–
Schweizer-Illustrierte.ch
2,6 1080:05 7,5 3150:0750.–
fr-CH(universe 1,361,000)
20min.ch (fr-CH) 27,3 3721:0646,0 6262:5735.–
LeMatin.ch
15,4 2100:3830,0 4091:2835.–
24heures.ch
10,5 1420:1722,5 3060:3735.–
Tribune de Genève9,6 1300:2621,3 2900:5235.–
Le Temps
5,3 720:1214,0 1900:2140.–
Le Nouvelliste
4,0 550:2210,3 1400:4025.–
it-CH(universe 244,000)
tio.ch (20min.ch it-CH)
39,6 971:0557,0 1393:2340.–
ticinonews.ch 17,3 420:5231,3 762:0850.–
Corriere del Ticino14,0 340:2227,4 670:5040.–
Il Caffè 6
40.–
Unique User per Week: people who used a website at least once within a week; 4 Unique User per Month: people who
used a website at least once within a month; 5 Rectangle 300 x 250 pixel, Run of site; Rates 2nd sem. 2015 in CHF, excl.
VAT. 6 No NET-Metrix-Profile data for 2015-2. Evaluation NET-Metrix-Audit 11-2015: Unique Clients: 16,000;
Visits: 26,906; Page impressions: 62,899.
3 Sources: NET-Metrix-Profile 2015-2; Goldbach Audience (Switzerland) AG, www.swissmediatool.ch.
23
INTERNET – ONLINE
Mobile Internet Use(Mobile-Sites/-Apps)
Access to
Unique Clients
Visits Page Impr.
100010001000
Mobile-Sites
de-CH
fr-CH
20 Minuten
Basler Zeitung
Berner Zeitung
Blick Online
Blick am Abend
Neue Zürcher Zeitung
Tages-Anzeiger
watson.ch
20 Minutes
24 Heures
Le Matin
Le Temps
Tribune de Genève
1,826
9,519
38,130
219
807
3,209
224
640
2,619
1,966
18,998
249,155
743
3,095
9,843
1,101
3,426
7,233
835 3,47515,610
970 3,23616,842
815
3,746
10,004
380
989
3,172
722
3,248
14,586
373
876
1,228
453
1528
5,291
Mobile-Apps (Group)
de-CH
fr-CH
20 Minuten
Basler Zeitung Berner Zeitung Blick News Blick am Abend Neue Zürcher Zeitung 20 Minutes
24heures
Le Matin
Tribune de Genève
1,548
55,227
654,285
631,4508,830
39 8132,916
373 14,517244,085
67 8299,938
1151,7009,239
488
18,377
204,818
801,3206,510
185
6,293
56,792
82
1,555
7,443
Source: NET-Metrix-Mobile (Interview periode November 2015).
Crossmedia(Press and Web offer)
Press title
Web
Reach cum.
Press & Web
1
2
Performance in 1000
cRR UUpD Gross reach Net r.
20 Minuten c. ed.
20min.ch – D/F-CH, tio.ch
2,090
1,105
3,195
2,770
Blick, Blick a.A. c. ed.,
So-Blick
Blick Online, Blickamabend.ch 1,537
705
2,242
1,996
So-Blick
Blick Online
704
656
1,360
1,255
Blick
Blick Online
663 6561,3191,217
Blick am Abend c.ed.
Blickamabend.ch
669
95
764
750
Schweizer Illustrierte
schweizer-illustrierte.ch
713
29
742
737
Tages-Anzeiger tagesanzeiger.ch
457205662625
az Nordwestschweiz c.ed.Nordwestschweiz Netz
376
47
423
414
NZZ (CH)
NZZ Online
274143417402
BZ/Bund c. ed.
Newsnet Bern
339
82
421
398
Neue Luzerner Ztg. Luzernerzeitung.ch
294
31
325
315
Le Matin (Mon-Sat)
leMatin.ch
296121417389
24 Heures c. ed.
24heures.ch
175
67
242
228
Tribune de Genève
tdg.ch
120
71
191
179
Le Temps
letemps.ch
102 13115114
Corriere d.T. p. + Replica cdt.ch
125
18
143
135
1 cRR: MACH Basic 2015-2, Press title users; 2 UUpD: NET-Metrix-Profile 2015-1, Weboffer users per day.
Source: Total Audience 2015-2, Universe: D/F/I-CH, age 14+.
CINEMA – ADSCREENS IN PUBLIC TRANSPORTS
24
Advertising film
Screens Ø Visitors
Ø Rate per week
p/week
1" 130" 1
Geo-Focus / National Pools
Swiss-German part
Swiss-French part
Swiss-Italian part
Total Switzerland
Key cities (without conurbations)
Basle
Berne
Biel
Geneva
Lausanne
Lucerne
St. Gallen
Zurich
328
182,585
2,191
65,730
13885,568 1,02630,804
188,461 1013,045
484
276,614
3,319
99,581
2113,540
3222,448
2110,775
3827,540
2623,081
2118,760
31
18,843
6043,548
162 4,874
269 8,081
129 3,879
330 9,914
276 8,309
225 6,753
226
6,783
52215,677
FilmFocus / IndividualFocus
Contacts
FilmFocus 30" 2 IndividualFocus 30" 3
from 100,00058,50752,018
from 250,000139,408128,440
from 500,000275,976265,222
ineFix¦CF / CineSound¦CS / CineMotionEasy¦CME / CineMotion¦CM
C
CFCS/CME
CM
Costs/4 weeks 7" no tone
10" 4 15" with t.
Swiss-German part65,05292,932139,492
Swiss-French part30,65943,79866,085
Swiss-Italian part3,1294,4706,706
Total Switzerland
98,841141,201212,282
Rates 2016 in CHF gross, excl. VAT. 1 CPT GeoFocus: 12.00/sec; 2 CPT FilmFocus: 17.90/sec; 3 CPT Individual Focus:
17.00/sec; 4 no animated with ton or animated no ton.
Souce: WerbeWeischer Schweiz GmbH, www.werbeweischer.ch.
AdScreens in public transports
Screens Vehicles Gr. r/day Rate 10” Rate 10”
Traffic network − public transport
1000
p/day
p/week
Total Switzerland3,2422,2281,1339,28052,642
Berne400314161
1,700
10,755
Basle/Mittelland938557286
3,510
22,131
Eastern part706505291
2,770
17,478
Central part303219 75920
5,796
Grisons334305 80740
4,698
Valais136123 43470
2,997
French part613329241
3,040
19,161
Ticino606024260
1,683
Rates 2016 in CHF, excl. VAT. Sources: Transport Services declaration; passengertv.ch.
25
RADIO
Station
Region
Canton
Time slot
Net reach
Ø-Price per sec. (mo–fr) in the linguistic area
prime time 2 normal
%
1000
1
German part of Switzerland ( universe 4,830,000)
Argovia
AG
Basilisk
BL/BS
BeO
BE Oberland
Bern 1
BE
Canal 3 (de)
BE Seeland
Central
Zentralschweiz
Energy Basel
BS/BL
Energy Bern
BE
Energy Zürich
ZH
FM 1
SG/AI/AR/TG
Freiburg (de)
FR
Munot
SH
Neo 1
BE/LU
Pilatus
LU/ZG/NW/OW
Planet 105
ZH
Radio 1
ZH/GL/SH
Radio 24
ZH/GL/SH
Radio 32
SO
Radio Südostschweiz
GR
Radio Top
ZH/SG/TG/SH
Rottu
VS
Sunshine
ZG/SZ/LU
Zürisee
ZH/GL/SH
33.8932.08 4,3 207
24.1123.04 2,5 118
17.67
16.15
1,6
75
20.33
20.15
2,1
103
9.72
9.40
0,7
31
24.7823.92 4,3 208
20.67
20.00
2,3
109
24.78
23.54
2,3
110
36.78
34.62
5,5
266
30.40
29.67
4,8
233
8.74
8.67
0,9
43
9.078.71 0,7 33
6.92
6.630,9 42
33.0631.58 4,3 205
13.72
12.501,5 71
21.78
21.38
2,4
118
39.67
37.77
5,7
274
23.89
23.38
2,7
131
20.83
20.501,9 90
27.33
26.77
3,2
156
10.019.73 0,8 37
17.7816.85 2,3 111
27.0025.62 4,3 207
French part of Switzerland ( universe 1,608,000)
Canal 3 (fr)
BE Seeland
Chablais
VS
Fribourg (fr)
FR
Lausanne FM
VD/GE
One FM
GE/VD
RFJ – Fréquence Jura
JU/NE
Rhône FM
VS
RJB – Jura Bernois
JU
Rouge FM
VD/GE
RTN
NE
Yes FM
GE/VD
6.03
5.99
12.9612.61
18.87
17.99
26.94
25.81
24.67
22.77
11.83
11.32
16.09
15.74
7.75
7.59
27.00
25.46
18.26
17.43
13.11
12.62
Italian part of Switzerland ( universe 304,000)
Fiume Ticino
TI
Radio 3i
TI
Pools
JPA–BNJ Pool (RFJ¦RJB¦RTN)
JU/NE
6.206.2011,4 35
8.208.2018,4 56
32.17
30.89
Rates 2016 in CHF, excl. VAT; 1 Mediapulse Radio panel, first 6 month 2015, mon–sun, 24 h, p. (15+).
2 Primetime: Ø 06:00–08:59 ¦ 11:00–13.59 ¦ 16:00–18.59.
Sources: www.mediaprogmbh.ch, www.mpgruppe.ch.
0,3
4
3,1 50
4,2
68
7,3
117
6,2
100
JPA–BNJ Pool
3,8
61
JPA–BNJ Pool
7,0
112
JPA–BNJ Pool
4,0
65
7,5
121
26
OUT-OF-HOME – POSTERS
APG|SGA
Net City F12
7 days
15 most important Cities
Net Citystar F200L
7 days
15 most important Cities
Panels Reach % Contact
Rate Panels Reach % Contact
Rate
CC 3 1
sum
gross
CC 4 2 sumgross
Geneva
6070
2,089,200
23,1506980
3,775,800
38,500
Lausanne
3672
1,076,300
13,9505081
2,513,000
27,150
Neuenburg
1768
444,600
4,7001974
684,400
6,900
Freiburg/Fribourg
1863
343,900
5,2002276
814,800
9,050
Sitten/Sion
1463
234,900
3,4502059
250,400
5,150
Lucerne
3172
968,800
10,9004485
2,178,100
20,550
Zoug
1764
311,200
5,1502069
450,500
7,100
St. Gallen
2775
783,600
9,7002872
1,029,100
12,800
Chur
1481
266,500
3,5501685
480,200
5,450
Basle
5967
1,395,300
20,3008083
3,283,700
40,300
Berne
4065
1,140,100
14,7505174
1,918,800
27,950
Schaffhausen
1668
395,300
4,3001667
532,500
5,850
Winterthur
3363
553,800
10,3503575
992,800
15,200
Zurich
102
602,517,700 38,550
120
774,930,500 63,550
Lugano
1780
522,200
4,9001988
979,100
8,150
Rates 2016 in CHF, excl. VAT; Target area: major urban areas; persons (15+); Rates based on SPR+ performance values;
All nets F12, F200 and F200L (backlit posters) APG|SGA can be booked 7, 14 or 21 days;
1 Contact class 3: min. 3 weighted campaign contacts per week in the target area;
2 Contact class 4: min. 4 weighted campaign contacts per week in the target area.
Source: APG|SGA Partner- & Product Management, www.apgsga.ch
Clear Channel
Zurich
Basle,3
Berne,3
Geneva and urban area,3
Lausanne and urban area,3
Lucerne and urban area
Winterthur
St. Gallen
Ticino
F12
7 days
14 days
F200
7 days
14 days
12049,71580,733
6021,42035,596
20 7,72012,374
20 7,45812,249
2510,55717,253
20 7,69312,740
40
17,399
28,588–––
4017,47728,722
3011,86719,633
30
13,627
22,586
20
8,246
13,814
3012,25519,905
20 7,53012,417
24 9,12314,569
20 7,04311,445
40
16,195
26,253–––
Rates 2016 in CHF; 3 Alcohol and tobacco adv. not allowed. Source: Clear Channel Schweiz AG, www.clearchannel.ch.
SBB RailPoster
Contact
Rate
Rate
Rail network
No. RP 4 sum 5 14 days
28 days
SBB long distance services (IC/ICN/IR)
600
24,775 55,70795,241
S-Bahn Zurich
400
29,424 37,138
63,494
S-Bahn Basle
75
8,077 6,963
11,905
S-Bahn Eastern part
75
9,689 6,963
11,905
S-Bahn Zug/Lucerne
90
7,217 8,356
14,286
S-Bahn Grisons
75
2,485 6,963
11,905
S-Bahn Vaud
50
5,991 4,642
7,937
S-Bahn Geneva
45
3,102 4,178
7,143
S-Bahn Ticino
75
3,089 6,963
11,905
Rates 2016 in CHF, excl. VAT. 4 RailPoster 65x31 cm, by 50% occupancy; 5 Cs in mio./month for 3 contacts per journey and
50% occupancy; based on the SBB RailPoster use study 2014. Source: www.sbb.ch/en/railposter.
27
DIRECT ADVERTISING
Unadressed direct mail advertising
CH de-CH
fr-CH
it-CH
Rate per
Rate
H/holds%%%
1000 1total 1
Private locations
– A-locations (city)
503,891
57,1
39,9
2,9
88.00
44,342
– B-locations (conurbation)
1,144,87271,622,1 6,398.00
112,197
– C-locations (rural)
18,742
97,5
2,5
–
118.00
2,212
Post-locations Standard p. (rural) 338,055
65,1
29,2
5,8
Ø 156.22
52,811
Total Switzerland
2,005,560
67,1
27,6
5,3
Ø 105.21 211,562
Rates 2015 in CHF, excl. VAT; 1 Printed matter 1 to 25g and up to formats 250 × 353 × 20 mm.
Source: DMC, www.dm-company.ch.
PromoPost
Unaddressed direct advertising delivery by the Swiss Post. PromoPost Standard / Standard plus:
delivery nationwide 5 times a week together with addressed mail. PromoPost Selective: delivery to letterboxes and P.O. boxes, business customers, single-/multi-family homes, farms. PromoPost Saturday
Delivery.
List prices Standard/Standard Plus A-location B-location C-location
Weight 1–25 g127.50137.50157.50
Up to every further 25 g
20.–
20.–
20.–
Rates 2016 in CHF, excl. VAT; Specifications per 1000 items (up to format B4, 20 mm thick and 500 g weight).
Source: Die Schweizerische Post, PostMail, www.swisspost.ch/promopost.
Addressed direct mail advertising
Company addresses
Target group addresses CHF 850.–/p.m. (company name, post. address, trade code)
Company profiles CHF 1860.–/p.m. (Target gr. address + named contact, job titles, company size, etc.)
Number of addresses
Drugstores and pharmacies
Wholesalers
Crafts
Manufacturing companies
Hotels and restaurants
Doctors
Graphic designers, graphic design studios
CH de-CH
fr-CH
it-CH
1,999
1,130
702
167
93,42663,38520,380 9,661
122,17691,74024,687 5,749
67,80854,91210,269 2,627
46,744
30,589
12,854
3,301
44,00134,1898,5191,293
4,840
3,371
1,208
261
Company addresses with decision-makers
CEO / Owner and manager
Purchase manager
Financial manager
Marketing director/advertising director Sales director
Women managers
500,522
354,738
116,021
29,763
82,11362,67216,374 3,067
150,422
115,921
28,335
6,166
145,857
112,620
27,269
5,968
138,314
106,501
26,025
5,788
217,763158,13647,89611,731
Private addresses (from CHF 150.– to 400.–)
Women (adult)
Men (adult)
E-mail adresses women
E-mail adresses men
Occupants of single-familiy houses
Apartement owners
2,697,574
2,642,110
1,031,767
1,202,063
1,907,280
272,885
2,016,780
1,998,704
883,588
1,027,091
1,470,943
246,893
Rates 2016 in CHF, excl. VAT, per 1000 addresses; for unlimited use within 12 months.
Schober Information Group (Schweiz) AG, www.schober.ch or www.adressenonline.ch.
592,415
559,150
129,285
152,214
373,892
18,556
88,379
84,256
18,894
22,758
62,445
7,436
OFFICIAL SWISS MEDIA STUDIES
Universe
MACH Basic 2015-2
MACH Consumer 2015
CH/CL 6,487,000 persons (14+)
de-CH4,668,000 72.0%
fr-CH 1,525,00023.5%
it-CH 293,000 4.5%
CH/CL 6,487,000 persons (14+)
de-CH4,668,000 72.0%
fr-CH 1,525,00023.5%
it-CH 293,000 4.5%
28
Sample selection Two-stage, structured according to phone
numbers and geographically stratified random
selection of phone numbers.
1st stage: Random selection of households
(incl. unregistered landline and mobile phone
numbers)..
2nd stage: Random selection of one or more
target persons per household, depending on the
size of the household.
The structure of the MACH Consumer sample
corresponds to that of the MACH Basic. After
a first wave of the interview (MACH Basic) the
interviewees will decide whether to answer
a written questionnaire about consumption
habits or not.
One to two days after the MACH Basic
telephone interviews, the survey material will
be delivered.
Sample size
CH/CL 19,420 interviews (weighted)
de-CH13,976
fr-CH 4,565
it-CH 879
de-CH6,678
fr-CH 2,181
it-CH 420
(cumulative interviews MACH-Consumer survey
years 2014 and 2015).
Interviewing
technique
Two-stage interview in the area’s official Swiss
language (Ger, Fr, It):
Phase 1: Phone-based recruitment interview;
Phase 2: Main interview: phone interview with
people who do not use the Internet (CATI);
Internet users: random allocation to interview
modes CATI or CAWI (50:50).
Written interviews following the MACH Basic
interview.
Questionnaire
Personal characteristics
– Sex, age, level of education, residence,
place of work, interest sectors
Data on employment
– Employment, independent or employed
– Position/profession, workplace
Household characteristics
– Size and composition of the household
– Household income, people with income
The survey includes the following topics:
– Activities/hobbies/education/courses
– Beverage
– Directories/IN-publications
– Cars/mobility/travel
– Fashion/clothes
– Finances/insurance/health insurance
– Food/cooking/nutrition
– Health/body care/cosmetics
– Housecleaning/homecare products
– Household appliances
– Housing/furnishing/do-it-yourself
– Information attitudes/advertising/directories
– Products for children/pets
– Shopping habits
– Smoking
Media
About 320 newspapers, magazines, combinations of titles and complete editions
About 160 newspapers, magazines, combinations of titles and complete editions
Interview period
April 14 to March 15
Socio-demographic/media: 04/14 to 03/15
Consumer data: 04/13 to 04/15
Published
October 2015
(next publication: April 2016)
October 2015
(next publication: October 2016)
Source/issuer
WEMF AG, www.wemf.ch
For the publication of consumer data, two
survey years are combined.
Universe
MA Leader 2015
MACH Radar 2015
Leaders
Top-leaders
CH
6,487,000 persons (14+)
de-CH4,668,000 72.0%
fr-CH 1,525,00023.5%
it-CH 293,000 4.5%
436,000 executives
de-CH: 76.3%, fr-CH: 23.7%
151,000 executives
de-CH: 75.0%, fr-CH: 25.0%
29
Sample selection 1. Potential leaders are selected via an
address pool which is tailored to the overall
population and supplemented by randomly
generated addresses.
2. Leaders: minimum annual income
CHF 100,000.
3. Top leader: minimum annual income CHF
140,000, Executive superior function.
In terms of methodology, the MACH Radar
study is based on the MACH Basic and MACH
Consumer studies. Socio-demographic,
geographical, media and consumer information
is taken over from MACH Consumer and
completed with the Radar psychograph from
DemoSCOPE. The latter is performed as part of
the MACH Basic CATI/CAWI interviews using a
psychographic test.
Sample size
Leaders
Top-leaders
de-CH: 6,678, fr-CH: 2,181, it-CH: 420
(cumulative interviews MACH-Consumer/
MACH Radar survey years 2014 and 2015)
Interviewing
technique
Two-stage interview. Screening interview:
Search for people who meet the leader
definition criteria (selection questions: professional group, income; mailing questions: postal
address, e-mail address). Main interview:
Once the leader selection has successfully
been made, the link for completing the online
questionnaire within the specified timeframe is
sent out by e-mail.
MACH Basic: phone/online interviews
MACH Consumer: written interviews
MACH Radar: psychographic test in context
of the MACH Basic interview
Questionnaire
– Print quantitative (extended user circle,
reach) and qualitative data on the use of
25 print media titles
– Internet: Broadest audience (BA) and Narrow
audience (NA), frequency of use, use of
Internet/Web offers and Apps
– Function of different media
– Date on operating and professional domain
– Professional decision-making authority
– Business investment intents
– Travel activities and training
– Socio-demographic characteristics
– Living situation, special interests
– Possession of and intention to purchase
luxury goods
–Shopping attitudes
– Statements of financial investments and
investment behavior
Personal characteristics
– Psychographic profile
– Socio-demographics (age, sex,
life phase, etc.)
– Consumer data according MACH Consumer
Media
– Print media, approx. 100 newspapers,
magazines and combinations of titles
Analysis options
– precise psychological definition of target
groups
– analysis of 500 brands and 20 consumer
sectors in terms of usership data
Interview period
September to December 2014
Socio-demographic/media: 04/14 to 03/15
Consumer data: 04/13 to 04/15
Psychographics: 04/14 to 03/15
Published
April 2015
(next publication: Spring 2017)
October 2015
(next publication: Autumn 2016)
Source/issuer
3,249 interviews (weighted)
de-CH: 2,479, fr-CH: 770
1,125 interviews (weighted)
de-CH: 844, fr-CH: 281
Universe
Mediapulse TV panel
Mediapulse Radio panel
CH
7,317,000 persons (3+)
de-CH5,172,000 70.7%
fr-CH 1,806,00024.7%
it-CH 339,000 4.6%
CH
6,773,000 persons (15+)
de-CH4,830,000 71.3%
fr-CH 1,608,00023.7%
it-CH 304,000 4.5%
CL 31,000 0.5%
30
Sample selection Representative selected panel-households (random/quota) equipped with a TV and computer.
Representative, random/quota.
Sample size
de-CH 1,000 households
fr-CH 600 households
it-CH 270 households
Ø 2.2 persons per household
26,052 panellists aged 15 and above, twice a
year in Switzerland and CL, during 7 days and
with measuring checks (watch) = 369,380 days
of measurement, twice a year.
Interviewing
technique
Measurement of live and delayed TV usage
(+7days) by means of a PeopleMeter installed
on the television set based on the “audiomatching” principle (recognition of TV channel by
comparison of audio tracks in panel household
with those in all the channels referenced by
the evaluation centre). In addition, TV consumption on all fixed and mobile computers in the
household (laptops, desktops) is assessed using
the the VirtualMeter software.
Method of electronic measurement in
20-second intervals of estimated radio use,
devices used, etc.
– de-CH 650 persons
– fr-CH 252 persons
– it-CH 100 persons
– rm-CH 16 persons
– CL 10 persons
…wearing a Mediawatch twice a year for 7
consecutive days.
Interview period
Daily (24 hours)
Daily (24 hours)
Source/issuer
Mediapulse AG für Medienforschung
www.mediapulse.ch
Mediapulse AG für Medienforschung
www.mediapulse.ch
MA Strategy – Basic/Consumer 2015
MACH Cinema – Basic/Consumer 2015
Inter-media study Switzerland. The MA Strategy offers indications to the following media:
Print, Cinema, TV, Radio, Out-of-home, Videotext, Internet (web offers), Directories, Direct
mail and make the planning and optimisation
of the media-mix in an easy-to-use format possible. The measuring unit is the “RUS Regular
usership”, namely those people who use a
given medium with a given frequency.
MACH Cinema is part of the MACH research
system, but is produced as a separate intramedia study for the cinema sector (two issues
are published):
MACH Cinema Basic with all the target
group characteristics of MACH Basic as well
as contact totals and weekly coverage of the
cinema pools.
MACH Cinema Consumer which also
includes all the target group characteristics of
MACH Consumer.
Purpose of the
study
Sample selection All data for all media and target groups are
taken from the MACH Basic and the MACH
Consumer. The usage data of the participating
web offers are collated under the NET-MetrixProfile study and merged into the MA Strategy
Basic data.
Linking of sales and survey data from
– Number of cinema visits per person and
location in the past 6 months from the MACH
basic survey
– ProCinema’s ticket sales statistics
Interview period
see MACH Basic/MACH Consumer
see MACH Basic/MACH Consumer
ProCinema statistics (Ø 2012−2013−2014)
Publication
yearly, November
yearly, October
Source/issuer
31
NET-Metrix-Base
NET-Metrix-Audit
NET-Metrix-Base supplies basic data on the
size and structure of Internet users in Switzerland and Liechtenstein. This study covers
socio-demographic characteristics and contains
information relevant to Internet use, such as
Internet user groups, location and frequency of
Internet use and the use of Web offers, etc.
The usage data (traffic) of over 200 web offer
and networks are gathered, certified and
published as part of the NET-Matrix-Audit, in
line with international standards. The traffic
includes the use of the entire web offer incl.
all measured elements such as mobile sites
and apps.
Trend module: NET-Metrix-Base is supplemented with current trend data on use of mobile
devices, social media and streaming offers.
The NET-Metrix-Audit publication comprises
the following traffic key values: unique clients
(devices/browsers/apps), visits, use time and
page impressions.
Interviewing
technique
The results are based on some 19,000 annual
phone and online interviews (CATI/CAWI) and
are representative of those members of the
population who are over the age of 14 and
living in private households in Switzerland and
Liechtenstein.
Script-based measurement (SZM tag/scalable
central measurement process) which records
and counts the requests on a Web offer in
real time and allows an exact evaluation to
be made.
Interview period
continuous
continuous
Publication
twice a year
http://net-metrix.ch/produkte/net-metrix-base/
publikation
monthly
http://netreport.net-metrix.ch/audit/
Source/issuer
NET-Metrix AG
NET-Metrix AG
NET-Metrix-Profile
NET-Metrix-Mobile
NET-Metrix-Profile gives a detailed picture
of user structures (socio-demographic and
other target group information) and the most
important performance data for over 100 web
offers, 60 mobile offers and 15 networks. The
data lend themselves to target group analyses
and provide the basis for planning online
advertising campaigns.
The usage data (traffic) of over 100 mobile
offers and networks are gathered, certified and
published as part of NET-Metrix-Mobile in the
form of mobile sites and apps.
Interviewing
technique
User details of NET-Metrix-Audit, completed
by 25,000 onsite interviews each survey wave.
Script-based measurement (SZM tag/scalable
central measurement process), based on the
NET-Metrix-Audit study.
Interview period
continuous
continuous
Published
twice a year
http://netreport.net-metrix.ch/profile/
monthly
http://netreport.net-metrix.ch/mobile/
Source/issuer
NET-Metrix AG
NET-Metrix AG
Purpose of the
study
Purpose of the
study
The mobile publication is an independent,
not-for-profit study and comprises the following
traffic key values: unique clients (devices/
browsers/apps), visits and page impressions.
32
MEDIA TERMS
Affinity: D
egree of suitability of a title to cover a
target group. Ratio of the reach within the target
group to the total readership of a title.
Net reach: The sum of contacts in the audience of a
media that is reached at least once during a specific
period of time.
Broadest readership (BRS): .All surveyed persons
who have read or glanced through at least one issue
of a publication over a given time.
Intramedia comparison: P erformance comparison
of the same media type regarding reach, contacts,
costs, etc.
CATI: C omputer assisted telephone interviewing.
MS: M
arket share.
CAWI: C omputer assisted web interviewing.
Media Selection: S election of media, based on
media analyses and supported by system evaluations.
Cost-per-point (CPP): C ost of reaching 1% of
the target group calculated on basis of 30 sec.
commercials.
CPT/TCP: C ost-per-thousand readers or thousandcontacts price based on insertion cost (insertion cost/
readers × 1000).
Crossmedia: T he coordination of the content and
timing of campaigns involving several media.
cRR: c alculatet Recent Readership
Demographic characteristics: D
escription of
certain properties, mainly of social and economic
nature, of persons, e.g. sex, age, income.
Dual readers: P rint media-readers who additionally
read another publication.
Evaluation: T he assessment of given media plans by
reach, contact costs and other criteria.
External overlapping: O
verlapping within usership
of two or more media.
Gross reach: T he sum of all of the actual or potential
contacts between individuals and a medium.
Gross rating points (GRP):A measure of advertising
impact. One rating point is one percent of the audience. Net reach × OTS = GRP.
Intermedia comparison: P erformance comparison of
different media types regarding coverage, communication, technical and economic criteria.
Internal overlapping: R eader intersection of several
issues of a title.
Opportunity to see (OTS): A
measure of the number
of chances an average member of the target audience
will have of being exposed to an advertisement in an
advertising campaign.
Reach net: P ercentage of target persons being
reached by an advertising medium.
Projection: R each in absolute figures. Extrapolation
of the random sample study to the universe.
Ranking: E valuation of individual media by reach,
cost/performance ratio, affinity and other criteria.
Readers per copy (RpC): T he entire readership
of one issue of a title, divided by the print run for
that title.
Readers per issue (RPI): C alculation of one issue of
a title based on the frequency of the publication.
Representativity: T he random sample proportionally
reflects the population.
Sample: P artial sampling of the population.
Structure: C omposition or segmentation of a universe
by subgroups, e.g. composition of the total population
by age groups.
Target group: A
group of persons defined by demographic, consumer and lifestyle factors.
Universe: T otality of all persons represented by the
random sample of a study.
INTERNET/ONLINE GLOSSARY
33
Ad impressions:Ad impressions a measurement
used to count the basic advertising units delivered by
a web offer. They indicate the number of times a particular advertisement is shown in a specified period.
NET-Metrix-Base:General Internet usage in the
broadest and narrowest sense. General use/at work/
at home as well as individual and socio-demographic
features.
Cost-per-click (CPC):CPC is a pricing model whereby the amount paid by the advertiser depends on the
number of times users click on the advertisement.
NET-Metrix-Profile:This study includes
characteristic features of web offer users such as
socio-demographic details, interest in particular topics
and Internet usage.
Cost-per-lead (CPL):CPL is a pricing model whereby
the amount paid by the advertiser depends on the
number of qualified leads, e.g. when a customer
subscribes to a newsletter, requests a catalogue, etc.
Cost-per-order (CPO):CPO is a pricing model
whereby the advertiser pays only if an order is placed
in response to the advertisement.
CPM/TCP:CPM (cost-per-mille) stands for
cost-per-thousand ad impressions, and TCP for
thousand-contact price. Accounting system for banner
advertising.
Expandable ad:Advertising format such as skyscrapers or medium rectangles, which expand when
the user hovers the mouse over them.
Floating ad/layer ad:Advertisements that appear
above the content and disappear after a certain time
or when the “close” button is activated.
Frequency capping:Frequency capping restricts the
number of times a specific user is shown a particular
advert per unit of time (day, hour, etc.).
Landing page:Landing pages are specially designed
websites that appear when the user clicks on an
online advertisement.
Leaderboard:A leaderboard is a horizontal advert
that is placed prominently at the top of the page on
a website.
Microsites:Microsites are themed, independent
websites used for advertising campaigns.
NET-Metrix:Delivers certified access data
(page impressions, visits, use time, unique clients) in
relation to web offers.
NET-Metrix-Audit:Measures «unique user» reach as
a basis for media planning.
Page impressions:Number of requests to view a
single page of an Internet site.
Preroll ad/Postroll ad:Avertising display connected
before or after a video clip.
Rectangle:A rectangle is a rectangular advertising
format. It attracts attention because it is included in
the content area.
Run of site (ROS):Run of site means that an
advertisement may appear in any section of the entire
website.
Share of voice (SOV):Share of voice is a unit of
measurement that expresses advertising contacts as a
percentage of a defined total market.
Skyscraper:Skyscrapers are vertical advertisements.
These traditional advertising spaces are usually placed
on the right-hand side of the website.
Targeting:Targeting refers to an advertising strategy
that aims to reach only a pre-defined target group
of users.
Unique client:The number of unique clients corresponds to the number of PCs (clients) from which a
web offer is accessed.
Unique user (per day/week/month):The number
of unique users is the key figure expressing the total
number of individuals reached via the Internet. It
indicates how many different users viewed an Internet
site in a given period.
Use time:Average duration of a visit to a web offer.
Visits:Connected activity by a visitor to a web offer.
A visit is considered to have ended if no activity has
taken place for 30 minutes.
34
MAP OF WEMF REGIONS
35
Schaffhausen
42
Basel
Brugg
Liestal
Baden
Lenzburg
31
Delémont
14
Olten
32 Zofingen
Langenthal
Grenchen
La Chaux-de-Fonds
Bern
Uzwil
Pfäffikon
41
Wohlen
Jona
Rapperswil
Pfäffikon-Lachen
Einsiedeln
Zug
24
21
34
Yverdon
12
27
Schwyz
61
28
Chur
Davos
Interlaken
15
Vevey
Buchs
Thun
29
22
Lausanne
11
St. Gallen
Stans
25
Fribourg
Arbon
Rorschach
Heerbrugg-Altstätten
26
Wetzikon Rüti
Luzern
33
13
Wil
Zürich
Solothurn
Burgdorf
44
Romanshorn
Aarau
Biel
Neuchâtel
Le Locle
Winterthur
43
Kreuzlingen
Frauenfeld
Amriswil
Montreux
Monthey
Sierre
Sion
51
23
Brig
Visp
Bellinzona
Locarno
Genève
Martigny
16
• Cities
Urban areas
Lugano
Mendrisio
Chiasso
Regions and Economic areas
1 French part
11Geneva
12Vaud
13Neuchâtel
14Jura
15Fribourg
16Bas-Valais
2 Alps and prealps
21 Lucerne, OW, NW
22 Berner Oberland
23Oberwallis
Source: WEMF AG.
24Zug
25 Uri, Schwyz
26 St. Gallen, AI, AR
27Glarus
28 Bündner Unterland
29 Bündner Oberland
3 Western plateau
31Basle
32Solothurn
33 Berner Seeland
34 Berner Mittelland
4 Eastern plateau
41Aargau
42Schaffhausen
43Zurich
44Thurgau
5 Italian part
51Ticino
6 Country of Liechtenstein
61 Country of Liechtenstein
Inhabitants/Households
Inhabitants
Private hh Inhab./hh
Basis 2014
1000%
1000% Ø
◾ 1 French part
2,017.4
24.5
853.8
23.9
2.36
◾ 2 Alps and prealps
1,851.2
22.5
797.3
22.3
2.32
◾ 3 Western plateau
1,710.220.8774.821.72.21
◾ 4 Eastern plateau
2,300.227.9
1,007.228.22.28
◾ 5 Italian part
358.7
4.4
144.5
4.0
2.48
Switzerland total
8,237.7100.0
3,577.7100.0 2.30
Source: SFSO Swiss Labour Force Survey; www.azdirect.ch.
36
SWISS POPULATION DATA
In 1000
CH %
de-CH%
fr-CH%
it-CH%
Total
Structure in %
6487
4668
1525
293
100
72.0
23.5
4.5
Sex
Men
Women
320349.4231849.7 74148.6 14348.7
328450.6235050.3 78351.4 15051.3
Age groups
14 to 19 years
20 to 29 years
30 to 39 years
40 to 49 years
50 to 59 years
60 years and older
5208.03677.91328.7 217.3
98015.1 71015.2 23215.2 3813.0
104516.1 74716.0 25416.7 4415.1
123419.0 88819.0 28918.9 5819.8
103215.9 75416.1 23115.2 4615.8
167525.8120425.8 38625.3 8529.0
Education
Obligatory
Middle
High
138521.4 90119.3 40926.8 7525.6
321949.6243552.2 64442.2 13947.5
188329.0133228.5 47231.0 7926.9
Employment
Full time
273542.2201043.0 61340.2 11338.5
Part-time
136521.0102822.0 29319.2 4415.0
Training/apprenticeship4767.33086.61439.4 258.6
Not working
191129.5132328.3 47631.2 11138.0
Professional status
Independent
4877.53477.41177.7 237.9
Executive (employed) 136521.0106622.8 26217.2 3712.5
Employed
223334.4161334.6 52334.3 9733.1
Household income(monthly/gross)
Up to CHF 3999.–
107616.6 69014.8 31120.4 7525.6
CHF 4000.– to 7999.–
269841.6190540.8 65442.9 13847.2
CHF 8000.– and more 271341.8207344.4 55936.7 8027.3
Household management
H/holds management, yes
514179.2370379.3120579.1 23279.1
H/holds mangement, alone
243137.5172236.9 60239.5 10636.1
Household size
1 person
2 persons
3 persons
4 persons
5 persons and more
122918.9 87518.7 29719.5
208032.1156233.5 43328.4
113217.5 78516.8 28318.6
124919.3 88118.9 30920.3
796
12.3
565
12.1
202
13.3
Residence
Urban
Non urban
476773.5339872.8112073.4 24984.9
172026.5127027.2 40526.6 4415.1
Source: MACH Basic 2015-2, WEMF AG, www.wemf.ch.
5719.3
8529.0
6421.7
5920.2
29
9.8
WEMF FACTS & FIGURES
FOR YOUR MOBILE
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now
With the free «WEMF Facts & Figures» app you can check out
and compare print media circulation and readership figures
for newspapers and magazines anytime, anywhere. It’s the
simplest way to keep track of the Swiss print media scene.
WEMF
Bachmattstrasse 53 – CH-8048 Zürich
Tel. +41 43 311 76 76
Fax +41 43 311 76 77
[email protected] – www.wemf.ch
great reasons
to place an ad
It’s been scientifically tested and
proven – if you want to draw
attention, raise awareness, create
affinity, call for action and be
flexible, then an ad is the right
choice.
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advertising primer 2016

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