These are the most important media surveys in the Swiss media market
The annual advertising market study of the Media.Research.Group is like a grab bag. In addition to the three ratings (advertising agencies, media agencies and media companies) and the outlook for the advertising market in the current year, this study also provides information on the use and assessment of the most important media research by clients and agencies. 21 media researches were surveyed. 351 clients and 40 agencies disclosed their usage behavior and their assessment of this research.MACH Basic is the most widely used media researchTwo out of three clients (63.6%) use MACH Basic for their communication work, 11% of them very frequently. Among agencies, MACH Basic is used by 9 out of 10 (90.6%), 28.1% do so very frequently.The same four research studies are at the top of the list for clients and agencies in terms of usage. Moreover, the order is the same for both groups of respondents. Behind this, there is a large gap to the next most important research. And the order is completely different for the clients than for the agencies. For clients, press circulation data is the fifth most important research, while for agencies, circulation data is much less important and only comes in 14th place. For agencies, on the other hand, the Mediapulse TV panel and MA Strategy carry much more weight than the clients.
How has the use of research changed in the last five years?The picture is not uniform. If the use of research increases among clients, it decreases among agencies and vice versa. Only the use of the Mediapulse TV panels has become more intensive for both respondent groups, for agencies by 5.3% and for clients by 1.7%. MA Leader and MACH Radar have fallen back for both, with the agencies significantly more than the clients. MACH Basic, the most widely used media research, increased among agencies (+3.3%), while usage among clients declined (-3.2%).MACH Consumer is the best rated media researchOne in five agencies (20.8%) rate MACH Consumer as very good and two in three (66.7%) as good. Among clients, MACH Consumer and MACH Basic are most frequently rated as very good (out of 18.5%). MACH Basic was also rated as good by 51% of all clients, while MACH Consumer was only rated as good by 36%. In the case of agencies, the assessment differs greatly from the usage. The most frequently used MACH Basic is only ranked 7th with its assessment. Conversely, less intensively used studies receive the best assessments. MA Strategy, MACH Radar and SPR+ receive the second-highest rating of very good (out of 16.7%), but are well behind in terms of usage, coming in 6th, 10th and 11th.
How has the assessment of research changed in the last five years?Over the last five years, the agencies' assessment of the research has changed much more than that of the clients. While the improvements and deteriorations in the assessment of the clients are roughly balanced, the deteriorations clearly outweigh the improvements for the agencies. For example, the proportion of very good ratings for MACH Basic fell by 28.3%, from 36.7 to 8.3%. For MA Leader, the decline amounts to 15% and for MACH Consumer 12.5%. Only SPR+ (+10%) and MACH Radar (+6.7%) have seen an improvement in the agencies' ratings over the last five years. Among the clients, whose ratings have always been somewhat more cautious or critical than those of the agencies since the first measurements in 2005, four researches have made slight gains over the last five years. These are: MACH Consumer (+2.7%), MACH Basic and Net Metrix (+1 each) and Media Focus (+0.7%). At -3.9%, Circulation Accreditation is down the most, followed by MA Leader -3.2% and the Mediapulse Television Panel (-2.6%). For all others, the ratings by clients have changed only marginally.
How has the use of research changed in the last five years?The picture is not uniform. If the use of research increases among clients, it decreases among agencies and vice versa. Only the use of the Mediapulse TV panels has become more intensive for both respondent groups, for agencies by 5.3% and for clients by 1.7%. MA Leader and MACH Radar have fallen back for both, with the agencies significantly more than the clients. MACH Basic, the most widely used media research, increased among agencies (+3.3%), while usage among clients declined (-3.2%).MACH Consumer is the best rated media researchOne in five agencies (20.8%) rate MACH Consumer as very good and two in three (66.7%) as good. Among clients, MACH Consumer and MACH Basic are most frequently rated as very good (out of 18.5%). MACH Basic was also rated as good by 51% of all clients, while MACH Consumer was only rated as good by 36%. In the case of agencies, the assessment differs greatly from the usage. The most frequently used MACH Basic is only ranked 7th with its assessment. Conversely, less intensively used studies receive the best assessments. MA Strategy, MACH Radar and SPR+ receive the second-highest rating of very good (out of 16.7%), but are well behind in terms of usage, coming in 6th, 10th and 11th.
How has the assessment of research changed in the last five years?Over the last five years, the agencies' assessment of the research has changed much more than that of the clients. While the improvements and deteriorations in the assessment of the clients are roughly balanced, the deteriorations clearly outweigh the improvements for the agencies. For example, the proportion of very good ratings for MACH Basic fell by 28.3%, from 36.7 to 8.3%. For MA Leader, the decline amounts to 15% and for MACH Consumer 12.5%. Only SPR+ (+10%) and MACH Radar (+6.7%) have seen an improvement in the agencies' ratings over the last five years. Among the clients, whose ratings have always been somewhat more cautious or critical than those of the agencies since the first measurements in 2005, four researches have made slight gains over the last five years. These are: MACH Consumer (+2.7%), MACH Basic and Net Metrix (+1 each) and Media Focus (+0.7%). At -3.9%, Circulation Accreditation is down the most, followed by MA Leader -3.2% and the Mediapulse Television Panel (-2.6%). For all others, the ratings by clients have changed only marginally.
