Beobachter is the strongest media brand in German-speaking Switzerland
SRF 1 and 20 Minuten are the media brands that reach the most people in German-speaking Switzerland, according to the Mediabrands study. However, the media brand that convinces its audience the most is the long-established Beobachter.
This year's Mediabrands study, conducted for the first time in all of German-speaking Switzerland, determines the qualitative reach of Swiss media brands and their total audience. This year's Mediabrands study covers over 60 media brands throughout German-speaking Switzerland. The intermedia study, which Publicom conducted for the first time last year, is based on a representative survey of over 3'200 people in German-speaking Switzerland.
Rapid advance of the mobile Internet
In addition to the qualitative broadcasting of the media brands considered, Mediabrands also examines the general media usage of the German-speaking Swiss. The rapid advance of the mobile Internet is particularly evident here. Two-thirds of adult German-speaking Swiss already use the Internet on a mobile device (smartphone or tablet). The Internet is also the most important medium in the subjective perception of the German-speaking Swiss. Digital use has also already reached a high level in the classic media (newspapers, radio, television). More than half of the German-speaking Swiss consume newspaper content in digital form via the Internet. The fact that very few pay anything for it is known to cause many media managers a major headache. This makes the qualitative perception of a medium all the more important. The audience is only prepared to pay money for strong brands, and the advertising industry is also increasingly recognizing the value of qualitative aspects.
Strong regional media brands
20 Minuten and SRF 1 reach the largest audiences via their various channels, with a good three and a half million adults between the ages of 15 and 74 in German-speaking Switzerland each quarter. But when it comes to emotional proximity and brand strength, other media are ahead, first and foremost the Beobachter. The traditional magazine is not only the most likeable regional language media brand in German-speaking Switzerland, it also beats all others in terms of the strength of its brand profile. The SRF media also enjoy great popularity - probably contrary to the hopes of the Billag abolitionists. SRF 2 in particular was able to significantly improve its likeability score within a year and sharpen its brand profile. The Neue Zürcher Zeitung and the NZZ am Sonntag are also among the most likeable regional language brands.
Many regional media brands also enjoy a strong profile. A regional subscription newspaper, the St. Galler Tagblatt, tops the ranking of the most likeable regional media. The strongest brand profile of all regional media is exhibited by the small Radio Freiburg. Its listeners give top marks to journalistic performance, entertainment value and other quality aspects.
Mediabrands is conducted annually by the media consultancy Publicom. The study provides media companies with the basis for successful brand management and creates transparency for advertisers and media agencies about the qualitative communications performance of the most important Swiss media brands.
Brand sympathy: The ten most sympathetic linguistic regional media brands German-speaking Switzerland
Brand Strength: The ten strongest linguistic regional media brands German-speaking Switzerland
Brand sympathy: The ten most sympathetic regional media brands German-speaking Switzerland
Brand Strength: The ten strongest regional media brands German-speaking Switzerland
