Adaptation to Mach 2000
Federal study of SonntagsZeitung with LpA values also available on the Internet
The SonntagsZeitung publishes its latest national usage study and shows itself to be innovative: Reach is already surveyed with LpA values (readers per issue). As of September, Mach Basic will also be using these harder measurement values as a replacement for the K1 value.
The Demoscope survey shows an LpA reach of 19.5 percent for the SonntagsZeitung. Due to the new methodology, however, a comparison with the last Federal Utilization Study from 1998 is no longer possible.
As in the last study, the general statement is that readers of the SonntagsZeitung show a high level of interest in all topics. The readership shares of the individual alliances vary between 70 percent and 85 percent. At the lower end of the scale is sports, with the news bunch attracting the most attention.
"The results of the surveys were in line with our expectations," explains publishing director Sandra Geiger. "The only surprise for us was that Bund Innovation tends to appeal to a rural audience."
The percentage of readers using a bundle can be transferred to the reach of the SonntagsZeitung, resulting in an LpA value for each individual bundle. When Wemf delivers the official reach figures for the Mach study in September, the bundle reach figures will be adjusted on the basis of the same reader shares.
Little has changed in the profile of SonntagsZeitung readers since the last federal study: As before, the majority belong to the upper educational segment, are urban and earn good money. In the interest of refinement, the media radar was also consulted. The result shows SonntagsZeitung readers to be progressive, consumer-friendly people.
In addition, the study surveys readers' topic interests ranging from food to travel to cars. Within the media radar, the reader profiles of the individual alliances can now be compared with the topic interests. This breakdown is intended to help the advertising industry place its products in the bundles with the greatest possible impact on the audience.
Results are available on the Internet
The entire study will be published on the homepage www.bundnutzung.ch as of May 21. The 1998 study is currently still available at this address.
In the future, the study will be conducted on an annual basis. One argument in favor of this is the new Online Bund, which will be published for the first time on September 3 and will take over the computer topics of the Innovation Bund. It is likely to have an influence on its use.
The Demoscope survey shows an LpA reach of 19.5 percent for the SonntagsZeitung. Due to the new methodology, however, a comparison with the last Federal Utilization Study from 1998 is no longer possible.
As in the last study, the general statement is that readers of the SonntagsZeitung show a high level of interest in all topics. The readership shares of the individual alliances vary between 70 percent and 85 percent. At the lower end of the scale is sports, with the news bunch attracting the most attention.
"The results of the surveys were in line with our expectations," explains publishing director Sandra Geiger. "The only surprise for us was that Bund Innovation tends to appeal to a rural audience."
The percentage of readers using a bundle can be transferred to the reach of the SonntagsZeitung, resulting in an LpA value for each individual bundle. When Wemf delivers the official reach figures for the Mach study in September, the bundle reach figures will be adjusted on the basis of the same reader shares.
Little has changed in the profile of SonntagsZeitung readers since the last federal study: As before, the majority belong to the upper educational segment, are urban and earn good money. In the interest of refinement, the media radar was also consulted. The result shows SonntagsZeitung readers to be progressive, consumer-friendly people.
In addition, the study surveys readers' topic interests ranging from food to travel to cars. Within the media radar, the reader profiles of the individual alliances can now be compared with the topic interests. This breakdown is intended to help the advertising industry place its products in the bundles with the greatest possible impact on the audience.
Results are available on the Internet
The entire study will be published on the homepage www.bundnutzung.ch as of May 21. The 1998 study is currently still available at this address.
In the future, the study will be conducted on an annual basis. One argument in favor of this is the new Online Bund, which will be published for the first time on September 3 and will take over the computer topics of the Innovation Bund. It is likely to have an influence on its use.
