Swiss television rising in popularity among young people
Despite losing market share last year, the Swiss television network SF managed to gain ground among the youth demographic—which is particularly relevant to advertisers—during prime time after 6 p.m.
Despite the loss of market share last year, Swiss television SF was able to increase its share of the advertising-relevant group of young people - and this in the prime time after 6 pm. As the Sonntagszeitung reports, citing previously unpublished data from SRG audience research, the market share of SF 1 and SF 2 among 3 to 14-year-olds was on average 1 percentage point higher in 2004 and 2005 than in the years 2000-2003. Among young people aged between 15 and 24, both channels even gained 1.5 points. The biggest increase was among 25- to 34-year-olds, where SF gained 3 percentage points. SF 2 is responsible for the good results among younger viewers, as its evening program attracts a great deal of interest from the target audience, which is attractive to advertisers. SF 2 recorded a market share of over 10 percent among young adults for the first time. In the target group of 15 to 49-year-olds, the increase amounted to 1.5 percentage points. From the perspective of the advertising industry, Director Deltenere's strategy of positioning SF 2 as an event and series channel is proving effective, writes the Sonntagszeitung.
