Mediapulse: TV usage decreases, radio increases slightly
At the 2008 media conference, the Mediapulse Group presented the annual results of the 2007 television and radio research. Radio is still the most frequently used medium in Switzerland. TV usage decreased in all three parts of the country in 2007, but TV advertising usage did not.
At the 2008 media conference, the Mediapulse Group presented the annual results of the 2007 television and radio research. Radio is still the most frequently used medium in Switzerland. In 2007, 91 percent of people aged 15 and over listened to the radio every day. TV use decreased in all three parts of the country in 2007, but TV advertising use did not. The Swiss population watched an average of around eleven minutes of TV advertising per day. Per capita, television is still the most widely used electronic mass medium. Between 70 and 72 percent of people in TV households watched television every day. The SRG's first channels were clearly the most watched individual programs, particularly in the evening during prime time. In German-speaking Switzerland, the market share of SF including SF info was 33.5 percent. Overall, however, the group of foreign channels recorded the largest market share with 60.4%. RTL (7.0), Sat 1 (6.0), ARD (5.7), ZDF (5.1) and Pro 7 (4.3 percent) had the highest market shares among the foreign channels. The Swiss private channels had a comparatively small market share of 5.5%.
Although TV usage decreased overall, TV advertising usage increased. According to Mediapulse, this is due to the significant increase in the amount of advertising broadcast. Last year, the German-speaking Swiss watched 325 minutes of TV advertising per month. This is around 10 percent more than in 2006. The French-speaking Swiss even consumed 348 minutes of TV advertising, around 13 percent more than in 2006.
In Switzerland as a whole, the daily reach and listening time of the radio medium increased compared to the previous year. On balance, daily reach increased in Suisse Romande, whereas the increase in daily reach in the second half of the year in German-speaking Switzerland was not reflected in an overall increase. Daily reach also remained stable in Ticino. The second half of the year was more successful for SRG. Overall, however, the market conditions for the station groups remained largely unchanged. The SRG stations continue to account for the most radio minutes, not least due to their larger geographical spread. Peak times throughout the day continue to be the early morning and lunchtime and, to a lesser extent, the early evening.
Although TV usage decreased overall, TV advertising usage increased. According to Mediapulse, this is due to the significant increase in the amount of advertising broadcast. Last year, the German-speaking Swiss watched 325 minutes of TV advertising per month. This is around 10 percent more than in 2006. The French-speaking Swiss even consumed 348 minutes of TV advertising, around 13 percent more than in 2006.
In Switzerland as a whole, the daily reach and listening time of the radio medium increased compared to the previous year. On balance, daily reach increased in Suisse Romande, whereas the increase in daily reach in the second half of the year in German-speaking Switzerland was not reflected in an overall increase. Daily reach also remained stable in Ticino. The second half of the year was more successful for SRG. Overall, however, the market conditions for the station groups remained largely unchanged. The SRG stations continue to account for the most radio minutes, not least due to their larger geographical spread. Peak times throughout the day continue to be the early morning and lunchtime and, to a lesser extent, the early evening.
