SPR+ Expert: More current population data as a basis
Because media performance in terms of visibility-weighted contacts was reported too low, the OOH/DOOH planning tool SPR+ Expert was updated with population data as of December 31, 2021. This means it is no longer based on 2011 figures.
Until now, the "Universe Switzerland" was fixed at the population level of 31.12.2011. However, the average population in Switzerland grew by 9.75 percent in the period up to 2021. The media performance in terms of visibility-weighted contacts has therefore been underestimated and underreported.
As the average daily distances of the Swiss population have now normalized to pre-pandemic levels, the universe has now been updated to the status of 31.12.2021 as part of the regular area and territory update in June. The resident population was individually updated for each municipality in Switzerland with age and sex.
While OOH/DOOH gross contacts, gross reach and net reach increase in line with reality, this has no impact on the net reach percentage. In future, the population will be updated annually in the regular area update in January.
