Advertising clients demand better performance from Media Focus
The TV stations—or rather, their marketing agencies—Publisuisse, Cinecom, IP Multimedia, and IP Radiotele—provide advertising data to Media Focus free of charge. The company processes this data and, in some cases, recalculates it—and then sells it at a high price to advertisers. This practice is now sparking discontent within the industry.
The TV stations and their marketers - Publisuisse, Cinecom, IP Multimedia and IP Radiotele - supply advertising data to Media Focus free of charge. The company processes this data and converts some of it - and then sells it at a high price to the advertising clients. There is now resentment in the industry against this practice. According to a press release issued by the Swiss Advertising Client Association (SWA), it has commissioned the consulting firm Media Audit to investigate the situation. This has now revealed that the data supplied by Media Focus is not only expensive, but also inaccurate, as it is based on planning data rather than actual broadcast data. This can result in differences of over 30 percent in the evaluation of the stations' target group and performance figures, which further relativizes the value of the data, at least for more precise analyses.
The SWA, whose members account for a good 70 percent of Swiss advertising expenditure, has now approached Media Focus - with the support of the marketers - with a list of demands. The demands include a price reduction and the establishment of a control board to oversee binding conventions and guidelines for all TV advertising data in Switzerland. Further details on the problems with the collection of relevant TV media data and the SWA's demands can be found on the SWA homepage.
The SWA, whose members account for a good 70 percent of Swiss advertising expenditure, has now approached Media Focus - with the support of the marketers - with a list of demands. The demands include a price reduction and the establishment of a control board to oversee binding conventions and guidelines for all TV advertising data in Switzerland. Further details on the problems with the collection of relevant TV media data and the SWA's demands can be found on the SWA homepage.
