Admeira study: TV remains the foundation of the Swiss video market
In the spring of 2025, Admeira, in collaboration with GfK Switzerland, surveyed approximately 120 professionals from the Swiss advertising industry about the role of various moving-image media. The clear conclusion: reach, advertising impact, and credibility make TV the cornerstone of successful campaigns.
The study "Focus on moving images: relevance, impact and trends" clearly shows that linear TV is unbeaten even in the fragmented moving image market. A full 80 percent of the experts surveyed see television as indispensable for campaigns. The high reach, attention and demonstrable impact are particularly valued. No other medium combines these success factors to the same extent. Digital formats complement the media mix with specific strengths, but cannot replace the central role of television.
TV is particularly strong in terms of reach and attention
The latest study by Admeira impressively confirms the central role of television in the media mix. A full 80 percent of respondents consider TV to be an indispensable component of successful moving image campaigns. The strength of the medium is particularly clear when it comes to reach and attention: 86% attest television the greatest reach, 62% the highest attention - a combination that is unique in this form. TV also impresses across the board in the sales funnel: it increases brand awareness (87 %), improves the image (88%) and increases the intention to buy (64%). It is also considered the fastest and most reliable provider of reach - 83% of experts confirm that no other medium builds reach so efficiently.
"The results confirm what we have been observing for years: TV is the strategic foundation for successful campaigns in Switzerland. It combines reach, impact and credibility - a combination that is indispensable for brands. Digital formats complement this foundation in a meaningful way, but without TV the basis is missing."
The study provides valuable insights into relevance, impact and trends in the Swiss video market and offers guidance for media planning.
The complete "Market Echo 2025" is now available free of charge on the Admeira website. Download ready
