Swiss media brands are credible

Measuring since 2013 Publicom The brand images of Swiss media brands are analyzed annually. With more than 5,000 interviews and 180 integrated media brands, mediaBrands is the largest qualitative media study in Switzerland and also depicts general trends in addition to individual brand profiles. mediaBrands cannot confirm the often claimed loss of credibility of the media. Although fluctuations can certainly be observed for individual brands, the public's trust in the media brands they use - viewed as a whole - is surprisingly stable. However, there are some striking differences between the individual brands and media types. For example, regional subscription newspapers and publicly financed radio and television stations are among the most credible media brands. However, the Swiss consider tabloids and social networks to be much less credible. By contrast, they score highly in other image dimensions such as entertainment value.

The crediblemost popular regional language brands: NZZ, La Première and Rete Uno In the current survey year 2017, the Neue Zürcher Zeitung is the most credible national medium in German-speaking Switzerland. In French-speaking Switzerland, the SRG radio program La Première occupies the top position, and in Italian-speaking Switzerland, Rete Uno, an SRG radio station, is also in the lead. Somewhat surprisingly, these assessments are independent of the age of the respondents, i.e. the younger generation also trusts the established quality media far more than the new digital media brands. MediaBrands study Publicom determines the brand performance of media brands among the Swiss population every year. The 2017 survey was conducted in April and May and is based on a representative sample of 5,098 people aged 15-79. The statistical margin of error is +/- 1.4