Media Focus and SWA want to settle conflict

The differences between the research company Media Focus and the Swiss Advertisers Association (SWA) appear to be calming down. In a press release issued on Tuesday, Media Focus writes that the "constructive criticism" expressed by the SWA regarding the methodology and scope of the TV advertising data processed has been "openly accepted". The association had criticized in May that the research company was selling on the data supplied free of charge by the TV stations at a high price. A study by Media Audit had also found that the data was too inaccurate (see ). The two sides are now in contact: In an initial meeting, they have agreed to work together in the interests of the client and to resolve the discrepancies as quickly as possible, according to a press release.
The SWA is pleased that Media Focus is taking the criticism from clients very seriously and is also interested in making improvements. It has therefore been agreed that a new board will be set up with significant involvement and influence from the SWA to analyze and evaluate the conventions and guidelines for all advertising data in Switzerland and steer them in the interests of advertising clients. Media Focus intends to announce the exact nature of the measures shortly.