Does M6 have it or not?
IPM and Publisuisse are debating whether the advertising window also dynamically adjusts TSR
IPM and Publisuisse disagree on whether the advertising window will also dynamize TSRBy Daniel Schifferle At the launch of the M-6 advertising window in January, IP Multimedia (Switzerland) claimed that TSR would also benefit from a dynamization of the advertising market in French-speaking Switzerland. However, Publisuisse and IPM have completely different interpretations of the development in the first half of 2002.
Based on gross advertising revenues from January to July, IPM notes that TSR has been able to increase its advertising revenues at an above-average rate since the start of the M-6 advertising window. Television in French-speaking Switzerland grew by 6.2 percent, significantly more than SF DRS, which only increased by 4.4 percent (see chart). This growth must also be attributed to the bankruptcy of TV 3 and Tele 24, whose funds have migrated to the remaining channels. "Although there is no analogous situation in French-speaking Switzerland and, on the contrary, new competition has arisen through M6, TSR was able to grow more strongly than SF DRS. New providers stimulate the market and expand it by attracting new customers," explains Giordano Giordani, responsible for research at IPM.
Publisuisse: "Gross figures convey a false picture"
Publisuisse disagrees with this interpretation. The gross figures would convey a false picture. The reason: Publisuisse had raised prices at TSR for 2002 more than in German-speaking Switzerland. As a direct consequence of this, particularly in the first six months of 2002, large service compensations were made at TSR, which are included in the gross figures.
"If we look at the net figures, however, the picture is completely different," explains Publisuisse spokesperson Markus Hollenstein. According to this, Publisuisse's turnover in German-speaking Switzerland in the first
The number of customers in French-speaking Switzerland grew by 2.9 percent in the first six months, but only by 2.5 percent in French-speaking Switzerland. "We attribute the poor result at TSR to the introduction of M6," says Hollenstein.
The development from July to September was significantly less favorable. In these three months, TSR even fell back to zero growth, while SF DRS grew by 7.6%. However, the flat development in French-speaking Switzerland was not due to the M6 advertising window.
"Due to its distribution, the advertising window is of marginal importance for advertising clients," says Hollenstein. The weak development at TSR is primarily due to the greater utilization of the Inspill in French-speaking Switzerland. "A consequence of the smaller marketing budgets."
Based on gross advertising revenues from January to July, IPM notes that TSR has been able to increase its advertising revenues at an above-average rate since the start of the M-6 advertising window. Television in French-speaking Switzerland grew by 6.2 percent, significantly more than SF DRS, which only increased by 4.4 percent (see chart). This growth must also be attributed to the bankruptcy of TV 3 and Tele 24, whose funds have migrated to the remaining channels. "Although there is no analogous situation in French-speaking Switzerland and, on the contrary, new competition has arisen through M6, TSR was able to grow more strongly than SF DRS. New providers stimulate the market and expand it by attracting new customers," explains Giordano Giordani, responsible for research at IPM.
Publisuisse: "Gross figures convey a false picture"
Publisuisse disagrees with this interpretation. The gross figures would convey a false picture. The reason: Publisuisse had raised prices at TSR for 2002 more than in German-speaking Switzerland. As a direct consequence of this, particularly in the first six months of 2002, large service compensations were made at TSR, which are included in the gross figures.
"If we look at the net figures, however, the picture is completely different," explains Publisuisse spokesperson Markus Hollenstein. According to this, Publisuisse's turnover in German-speaking Switzerland in the first
The number of customers in French-speaking Switzerland grew by 2.9 percent in the first six months, but only by 2.5 percent in French-speaking Switzerland. "We attribute the poor result at TSR to the introduction of M6," says Hollenstein.
The development from July to September was significantly less favorable. In these three months, TSR even fell back to zero growth, while SF DRS grew by 7.6%. However, the flat development in French-speaking Switzerland was not due to the M6 advertising window.
"Due to its distribution, the advertising window is of marginal importance for advertising clients," says Hollenstein. The weak development at TSR is primarily due to the greater utilization of the Inspill in French-speaking Switzerland. "A consequence of the smaller marketing budgets."
