German-speaking Swiss are increasingly watching time-shifted TV

TV habits are changing rapidly. This is also shown by the Mediapulse TV panel, which measures television usage in Swiss private households. The TV usage figures for the first half of 2017 show that time-shifted TV viewing is still on the rise. In German-speaking Switzerland, an average of 16% of total TV consumption is currently attributable to the time-shifted use of program content. It should be noted that out-of-home use is not taken into account in the study. The same applies to TV usage via tablets and smartphones, which cannot yet be validly recorded for technical reasons. A comparison of the figures for the first half of 2017 with the last five years reveals a clear trend:What does this mean for advertisers? A major problem is that advertising is often skipped on time-shifted television. This makes it increasingly difficult for marketers to reach the desired target group with advertising. MK explains what they can do about this in the cover story of issue 09/2017. Subscribe now!