Advertising Clients Association welcomes the new Radio and Television Ordinance
The Swiss Association of Advertisers (SWA) has long advocated for advertising formats such as target-group-oriented advertising to be permitted on all TV channels. The association therefore welcomes the changes to the Radio and Television Ordinance proposed by the DETEC.
Media offerings and media use have changed massively in recent years, writes the SWA in a statement. This makes it increasingly difficult for advertisers to reach their target groups effectively and efficiently. An important advantage of digitalization is the new precision with which advertising messages can be targeted.
According to the SWA, it is therefore very important for the development of the Swiss TV market that advertising spots can be targeted more precisely in future. "This increases the acceptance of advertising among consumers and thus the success of a campaign. Anonymized TV usage data must be made available to all TV marketers by the TV distributors," the association writes in Tuesday's press release.
According to Uvek, SRG and private broadcasters with a license should be given the opportunity to broadcast target group-specific advertising in their licensed programs (Werbewoche.ch reported).(hae/pd)
