3+ increases reach and market share

Effective immediately, 1,677,884 households in German-speaking Switzerland can receive the new Swiss private station 3+. Since the start of broadcasting on August 31, 3+ has increased its reach from 75 percent to over 82 percent. By the end of the year, the channel's penetration on the German-speaking Swiss networks should be around 85 percent, the company announced on Wednesday. This reach would be comparable to the Swiss advertising windows of German private stations. From October 3, the 3+ program will also be receivable digitally via Cablecom. In Switzerland, 90 percent of households receive the channels via cable, the remaining 10 percent terrestrially and via satellite. At the screen-up in Zurich, broadcasting director Dominik Kaiser also announced that 3+ had already captured an average market share of 2 percent. Previously, 1.4 percent had been expected. This means that the new Swiss channel already has a higher market share than Super RTL. Kaiser also revealed that the company had entered into a partnership with 20 Minuten and that he planned to launch a second channel as early as next year.
When it comes to advertising, 3+ is very open, Kaiser further emphasized at the screen-up. "We are open to product placement," Kaiser said. He also provided insight into the ownership situation, which has not yet been fully clarified. In addition to the 89 percent of shares he holds himself and has financed with private loans, program director Torsten Prenter owns ten percent. One percent is also held by TV producer Martin Schäfer, Kaiser told Kleinreport.