Swiss like time-shifted television use
Mediapulse's new TV measurement system makes it possible, for the first time, to measure time-shifted TV viewing. Time-shifted TV viewing is already relatively common throughout Switzerland, especially in French-speaking Switzerland.
Technologies such as the replay function, pause button and video archives make it possible today to shape the TV program according to one's own wishes. The missed series is caught up on the next evening and the Sunday evening movie is briefly put on pause for a visit to the toilet.
With the introduction of a new measurement system for television consumption in Switzerland this year, it is possible for the first time to measure these new forms of consumption and put them into figures. It is clear that the Swiss are making diligent use of these new technologies: Across Switzerland as a whole, more than one in twenty minutes of television is already watched time-shifted. This is shown by the figures for the first half of 2013 published today by Mediapulse and Publica Data. Time-shifted TV use is particularly widespread in the more technology-savvy French-speaking part of Switzerland (digitization is also most advanced in this part of the country). At 6.6 percent, the average proportion of time-shifted use is even higher in French-speaking Switzerland than in German-speaking Switzerland and Ticino, where it is 5.3 percent and 5.0 percent respectively. Time-shifted use is clearly most widespread in the classic advertising target group of 15-49 year olds.
Overall, Mr. and Mrs. German-speaking Swiss watch an average of 137 minutes of TV a day. This value is in the new measurement system, slightly lower than in the previous year. However, the new values cannot be compared directly with the old ones, as the new measurement system not only records new usage, but also modernizes various general conditions.
Graphics and figures Publica Data / Mediapulse data 1st semester 2013:
TV in the course of the day by language region
Reach and usage by language region and different target groups
Market shares in German-speaking Switzerland across different target groups
Market shares in Suisse romande divided into different target groups
Market shares in Svizzera italiana across different target groups
Use of the licensed regional TV stations
Time-shifted usage by language region (new)
