Advertising In March, the
Swiss Post sent a total of 70,000 letters to households in the
Northwestern Switzerland. She offered them the opportunity to place the stop-advertising sticker on the
letterbox free of charge and gently - for a small fee.
gift. Swiss Post has now drawn an initial interim balance. "Five percent
of all households contacted responded and wanted to receive the
have the adhesive removed," says Swiss Post spokesman Oliver Flüeler. The
corresponds to around 3,500 households. "With this feedback, we are
satisfied," he adds, but emphasizes that the number is still increasing.
the campaign will not be conclusively evaluated until the summer. Then
It is also to be decided whether a similar shipment should be made in other
areas of Switzerland.
The fact that Swiss Post is continuing its anti-sticker campaign in north-western Switzerland
is no coincidence, as 61 out of 100 Basel letterboxes are equipped with
with the appropriate decals or signs. This means that
Rhine bend has the highest density of stop-stickers in Switzerland. In the Basel region
the density is 47, in Aargau 39 and in Solothurn 33
percent.
Markus Knöpfli

Market research Five years after the last
study on the efficiency of creative advertising, the ADC presents the latest
Edition. The creative experts' own view differs from that of the
The ADC has set itself the goal of improving the
improve the quality of advertising. This is stated in the association's objectives.
And he does this not only with his creative competition. Since 1996
He documents his efforts with a GfK/IHA
study, which is conducted every five years to assess the importance of the
creative advertising among advertising clients. In times when
for whom the cost gap is already rigorously defined in their heads via advertising concepts
it is clear that the survey results must be subjected to a sober
The creative club's current position.

200 decision-makers for advertising were surveyed in one of the
"advertising-intensive" top 500 companies and 50 marketing managers
or heads of advertising agencies. The majority of them (95.6%) rate
creative advertising as "very important" and "fairly important". Around three
Quarter of respondents know the ADC, but a good 31 percent are of the
opinion that the advertising industry does not need the ADC. Sobering: One
ADC prize is not desirable for 70 percent. Although various
Studies have shown that creative experts are perfectly capable of
predicting the efficiency of campaigns, i.e. that awards
reflect the market reality well. Obviously, creative advertising,
which - according to the criticism - are often not sufficiently
is seen as just one of many success factors.

Good advertising is memorable
Let's take a closer look at the results of the 16 questions. For the
The most important evaluation criteria for good advertising were
Clients and creatives usually agree: humor and originality belong together.
as well as the communication of the message, clarity and
Memorability. However, addressing target groups is far more difficult for advertisers.
more important than their clients, for whom memorability and
dialog triggering mean more. It is noticeable here that the companies,
who know the ADC, weigh the quality criteria very similarly to
the creative club. In this respect, the persuasion and
ADC's legitimization work is bearing fruit. The fact that creative quality
important in advertising, on the other hand, prevails everywhere, but
nowhere as strongly as in advertising agencies. Equally pronounced is the
these as with the Big Spenders (advertising budgets of over six million
francs) is of the opinion that creative advertising is practically always
is more successful than others.

The evaluation and awarding of advertising takes place in the advertisers' camp.
as expected, more friends (78%) than among clients, where
This ritual is considered by around a third to be of little or no use.
is valued. The lack of understanding is even greater among big spenders
(50%). This also explains why in all groups - even in the
advertisers - a majority did not see any connection between the award and
recognizes the improvement of advertising. And this despite the fact that 71 percent
the client know institutions that evaluate advertising and
awards. The ADC is well ahead of the Cannes Festival in this respect,
Effie and DM price the highest awareness (39.4%), however it has
decreased significantly compared to the last surveys. In addition
the values ranged between 31.5 for companies with an advertising budget of up to
to one million francs and 70 percent for the few big donors.

There is also a gap in knowledge about the ADC's main objective.
on: While the ASW/BSW agencies, like the big spenders, also
The main reason for this is that for most of the
Top 500 companies "Improving advertising creativity" the main topic
of the ADC. His expertise in the assessment of
advertising, which is rated even more highly by clients than
advertisers, who are quite self-critical on this point.

Far more critical than the companies and the big spenders are the
creative people also with the existential question of whether
ADC-awarded works tend to be more successful in the market than others
- 58 compared to 68 or even 70 percent. Conversely, the
Agencies with 76 percent more ADC than the top 500 companies
(67%). Among the latter, however, it is also evident that the Big
donors, i.e. the group with the most ADC awards, the club on
least of all - 80 percent of them said they would need it.
the ADC. A somewhat contradictory attitude? Almost 70 percent of
Advertisers claim that it is not worthwhile for them to
is to receive an ADC award.

Luca Aloisi

Markus Reck, former director of Radio Fribourg-Freiburg, joins the communications agency Crausaz & Partenaires AG in Granges-Paccot/FR as a partner. He joins the team of founders Philippe Crausaz and Maurice Levrat. Reck is a business economist FH and was director of Forum Fribourg until last fall. Prior to that, he managed Radio Fribourg-Freiburg, served as Head of Marketing at the Swiss Dispatch Agency SDA in Bern and as Head of Marketing & Communications at Messe Basel. Crausaz & Partenaires has been in existence since 2000 and advises its clients on strategy and communication issues. As Markus Reck is bilingual, the agency now offers its services in German and French throughout.

Getränke Ramseier becomes an honest soft drink with Jung von Matt. With a witty series of fake
commercials, Jung von Matt/Limmat makes a sympathetic advertisement for Ramseier. The
The first bottle of this apple juice came off the production line back in 1932.
ran. More than 70 years later, Ramseier has become the best-known
apple juice brand in Switzerland. The brand juice combines
high-quality raw materials with the best processing. In addition to sweet must in all
possible variants, Ramseier also offers naturally cloudy must and the
Cider specialties "Suure Moscht" or "Ramseier Burehöfler" in the
range and, since February of this year, a new spritzer.

In the competitive environment, Ramseier positions itself as "the honest
soft drink". Ramseier is naturally pure and contains neither colorants nor
Added sugar. "Ramseier is honest and unadulterated - very often in the
Unlike us humans," says the agency. The creatives around CD
Alexander Jaggy have therefore developed a concept that combines various
Protagonists with the funniest and most sympathetic white lies possible
shows. The commercials by Benjamin Kempf show how a husband
tries to convince him on his cell phone that he can't celebrate the wedding day.
has forgotten. A fare dodger wants to get out of a check
talk their way out of it. Two teenage girls fib about their "first
Experiences". A candidate on "Swiss Date" would have you believe,
that she only cares about the "inner values" in a partner. All
These testimonials are followed by the claim: "Ramseier - more honest than some,
who drinks it."

The films should be just as authentic as the apple juice.
come along. That's why they were shot in "French style": only
one setting, but pans and zooms, but still no tripod.
Natural, but still figuratively not pristine ...

Andreas Panzeri

Jean Etienne Aebi, project manager and new
ADC President, on the results of the Mafo study. For him, a
Opening up the ADC is the only logical consequence, and it's good to see that the overwhelming
The majority of respondents not only find creativity important, but also
also believes that the more creative advertising is the more effective. How consistent
whether this will then be implemented in practice remains an open question.

Either way: Confirmation lies in change. This study is
a repetition of the situation that was largely the same in 1996 and 2001.
applied. To what extent has the role of the ADC changed in terms of creative
effective advertising confirmed or changed?

The fact that its popularity has declined dramatically in the last five years
(from 65 to 39%), is certainly not an advantage for the current
importance of the club. Which is why even those who know him today consider him
less important than before. The increase in creativity
in advertising is named as the main objective of the ADC. The fact that the
therefore translates into better advertising in practice, whereas
significantly fewer respondents than in 2001.

The ADC has still not succeeded in having its judging as a
position for advertising companies. The
opinion that the creatives are only interested in receiving awards per
to win is increasing. What everyone else sees as rather little
is considered desirable.

Outstanding people have success
The cardinal question of whether it is precisely the ADC-awarded works
which are also the more successful in the market, is considered by almost two
thirds of respondents said yes. But even this great result must
face up to the comparison over time: Between 1996 (14% approval) and
2001 (68%) took a giant leap upwards, this confirmation is leveling off.
of the ADC in the current study - so it could not be
and further increased as desired.

The ADC is thus drawing on some of the capital it acquired at the turn of the millennium.
has built up. Which is why he is also happy to remember how he
In March 2001, around a thousand people - mostly advertising clients - in the
Kongresshaus Zurich on the topic "The more creative, the more effective"
could welcome. Credit Suisse, among others, was the next
day ordered 50 of the brochures with the same title.
I (as President at the time) am therefore not the only one to agree with the clear
opinion that the ADC should again engage in more market-oriented activities.
with the aim of eliminating the belief in the causal formula.
"Creativity = effectiveness" to achieve a breakthrough. Just like at the
General Meeting last Tuesday.

Jean Etienne Aebi

Internet research In Switzerland, exemplary Internet research was once planned, but it is currently very chaotic - accompanied by ever louder criticism.
conceptually based on two pillars, of which Wemf and SRG are each building one.
While SRG is concerned with user-side research - specifically a
panel and its financing - Wemf wants to take care of that part of the
that measures access to registered websites (NetAudit
coupled with an onsite survey). For its part, the Wemf
together with a User Commission (UC). This consists of the
online marketers Adlink and Web2com as well as some website operators,
who are looking for a financing key, among other things. This week
a "final meeting" will take place, says UC spokesperson and
Web2com Managing Director Ueli Weber. He hopes that the offer will then be
for this part of NIS has finally been finalized. It was scheduled for the end of March
announced.

However, one thing is certain: if the industry develops a new
research, she has to hurry. But at NIS there are still
some question marks. It was not only the Wemf offer that was delayed,
SRG has also not yet decided whether it will provide the start-up funding.
for its panel. Furthermore, the MMXI internet panel
Switzerland has been a source of confusion since it became clear that its operations
at the end of 2005 as announced, but continued to work with data
on the market (see box). Finally, Net Metrix, the
joint research company of Wemf and SRG, has not yet been founded,
A third partner from the Internet community is also missing. The association
Simsa, who also wants to participate, is in the eyes of Wemf and SRG
not representative enough.

Into this situation recently burst the Goldbach Media
marketer Adlink with the announcement that it has been assigned to the future
company Net Metrix 150000 francs, in the hope of attracting other
Marketers and site operators would follow suit. At the same time
Adlink has announced that it will continue to receive data from
MMXI.

Praise and criticism for Adlink
This announcement triggered different reactions in the industry.
"For NIS to move forward, it is crucial that the marketers
also help with the financing," praises Markus Popp, for example,
Marketing Manager of Tilllate.ch. Also Reto M. Zurflüh,
spokesman for Scout 24 (Switzerland), applauds Adlink: "This brings
Movement in the matter. So far, there has been a lot of talk, but hardly any progress
made."

However, neither Zurflüh nor Popp themselves are prepared to accept any further
fixed amounts. "In principle, we at Net Metrix will be
but we don't have a concrete offer yet," says Zurflüh.
This is the tenor throughout the industry, including at Adlinks
Competitor Web2com. "Of course we will make a contribution, but the
amount is still open," says Managing Director Ueli Weber. He sees himself
not under any pressure to move because of Adlink. Or is it? In any case
he expresses himself less calmly in an e-mail to his UC colleagues:
"I don't think this approach by Adlink is cool at all. It looks
simply looks like profiling on the part of Adlink," he writes there.

Others agree with Ueli Weber - but mostly only behind the scenes.
in the background. It is described as a "clever marketing move".
speech, which was "not in the interest of the cause, but of Goldbach Media"
is. And that Adlink was not adhering to the UC agreements,
according to which an internal agreement must first be reached and then a joint
to present a final model.

But the criticism is more fundamental. For example, Bernhard
Wüthrich, publishing director of Blick Online, is "astonished" by the
Continuation of the MMXI panel. "As a result, we now have another
competitive currency and also a new starting position," he says. The most
However, he is annoyed that Adlink is once again obtaining MMXI data,
although the marketer had asked the industry to do so at the beginning of the year.
out of consideration for NIS. "They don't realize that they
This is not doing the industry any good," he says.

Reto Hartinger, Chairman of the Board of Directors of the
industry organization Internet Efficiency, the situation surrounding NIS. This
was set up incorrectly by the online industry, he believes. "Instead of
Wemf and SRG together with the implementation of a catalog of wishes for the
research, they would have had to submit competing offers.
should have asked," says Hartinger. This would probably have
more creative and more cost-effective, he is convinced. "But now
SRG and Wemf together form the sole research provider, which
can dictate the content, methodology and costs of NIS." Even if the
total annual NIS costs from CHF 4.5 million to around CHF 4 million
would be reduced, this is still too much when one considers that the
industry generated around 40 million francs last year. "The
Data costs are already eating up companies' entire advertising budgets",
says Hartinger.

3.7 million internet users
According to the data published by MMXI Switzerland for March 2006
Around 5.1 million people in Switzerland currently have a
Internet access; 3.7 million of them used the Internet in March
also active. The average Internet user spent 31 hours and
12 minutes in front of his home PC, accessing the Internet 38 times and
called up a total of 79 different websites.

The MMXI Switzerland home panel currently comprises 3200 panelists in
throughout Switzerland. They have software on their home computer
installed, which register Internet use from the respective PC
and forward them online to an evaluation center. However, MMXI has so far
does not indicate which institute conducted the Establishment Survey, i.e. the
basic statistical data. Only on the basis of this
continuously collected data, it is possible to determine whether the panel is still
representative composition.

Markus Knöpfli

Magazine The second relaunch since 2004 is
to put the news magazine Facts on course for growth. By Heart
created a fashionable campaign for this.
News magazines have it in the
Switzerland is not easy. They have to compete in an oversaturated
media market in the face of strong competition from Germany
position. Since its launch in 1995, the Tamedia newspaper has been struggling with
Fluctuations in circulation and advertising volume. Nevertheless, the publishing house
and hopes that the latest content and technology will help to
creative course correction for a sustainable turnaround. The
announced changes - from the analytical consolidation of the
"latent topicality" to the more cultivated image editing through to the
clearer architecture - are intended to give the magazine a premium identity.

This strategic focus on a quality magazine has therefore also
determined the advertising concept of the By Heart agency. Based on the
endangered depth in the media and the exuberant
instant journalism and the terror of opinion of other so-called
news magazines, was clear to Strategic Planner Markus Bircher,
that the compensatory countermovement of Facts with a new
should be dramatized with a self-confident attitude.

To this end, the creative team led by CD Hans Siegwart have developed the consumer waiting
and the discarding of short feed media as a violent reaction with
equated with the need for more facts. Facts stand for
Scarcity, precision and efficiency or "for materialism instead of
Idealism", as consultant Maya Baumgartner sums it up. So that
The focus on a more materially oriented,
describe an urban readership that does not consist of discussants, but of
makers. As this target group complains about a lack of facts,
an emotional need also arises.

This emotive motif was used as the basis for the trendy and for this
implementation that is rather unusual in the market sector: exasperated
Photo models - one female and one male - in chic dresses
with dismissive expressions, who are looking at scraps of newspaper fluttering around
as if they were pigeons. Their demand is expressed in the
headline "I want facts" clearly and in the subline from the
foreign competition and the opinion journals.
   

Luca Aloisi

Photography The jury has nominated three advertising photographers for The Selection competition.The
Selection vfg annually documents the best professional photography of the
Switzerland. The exhibition of the Association of Photographic Designers and
Designers starts with the award ceremony on
May 12 at Unterwerk
Selnau in Zurich. More information can be found at www.the-selection.ch.
Three of the 18 nominees are also in the advertising category.

Alexander Sauer studied photo design in Munich and today works
as a freelance photojournalist in Zurich. He worked for three years in the
Corporate communications for an international technology group
and has been working as a freelance photographer since 2002, designing works for
Advertising and editorial in the areas of reportage, people and industry,
Transportation, landscapes.

Christian Riis Ruggaber is self-taught in the
photography. His creative path led him as Head of Design
to Adidas in Japan. Today, he works at the Zurich University of
Design as a lecturer in the field of visual design and
image interpretation. Since 2004 he has been working professionally with
Photographs. In addition to his campaign with portraits for the Schauspielhaus
Zurich with Büro Formal, for example, he has also worked for Jung von Matt
in Berlin or worked on a Nokia campaign for the Grey agency.
photographed. Ruggaber will soon be opening his own studio in Zurich.

           
           
     

After graduating from high school in Locarno in 2000, Nelly Rodriguez enrolled at the
Atelier aux Beaux-Arts in Geneva as well as at the photography school
Vevey. She is an employee of the Strates picture agency and worked as a
Photographer at the Théâtre de l'Arsenic in Lausanne.

Andreas Panzeri

SAWI marketing planners did well in the examinations for the federal certificate. 76 percent of SAWI candidates passed, compared to the Swiss average of 65 percent. In a press release, the SAWI attributes this to the institution's extensive experience, the quality of the lecturers and the professional course management. In addition, the training concept has proven its worth: the training center for marketing, advertising and communication does not offer a crash course with recipe knowledge for exam preparation, but rather imparts methodological knowledge and thought structures.
SAWI is now working together with the Zurich University of Applied Sciences in Winterthur. Course participants were able to submit their diploma thesis in accordance with the criteria of the university. Three quarters of those who submitted theses passed and were awarded the SAWI/School of Management ZHW marketing planner diploma. The next marketing planner courses will start in fall 2006.

As Managing Director of Jung von Matt/Public Relations, David Schärer wants to further explore the impact of PR, advertising and the web.
move. The "living room" from the Jung von Matt/Limmat agency will be
of the Pfauenbühne in Zurich's Schauspielhaus. The
The advertisers' "living room" is a living room designed by market researchers.
prototype of how Swiss families live on average. Now the
director Christiane Pohle turns this standard room into a play space for a
dramaturgical project. The conversion of the room from advertising
David Schärer is not entirely innocent when it comes to art. The managing director
PR at Jung von Matt/ Limmat has made its mark on the "memory of the project".
good contacts in the cultural scene. An activity that his
Always working as a PR specialist in the most diverse facets
has influenced. "Culture, or subculture, is the means by which
which describes the state of a society. And that is
also important for our profession," he says.    

David Schärer came to public relations in a roundabout way. He has
in Basel after two years studying at the School of Design
"successfully aborted". With a "mediocre talent for
visual communication", he did not want to be a "mediocre graphic designer in
become a mediocre agency". Although the
art school offered her a tempting exchange semester in Ireland.
However, a job as an assistant at the
Press office at Theater Basel. How do you deal with difficult people?
How can stars be convinced at the theater, why despite rehearsal stress?
an interview on television is important? A lot of "learning by doing",
is how Schärer describes this exciting time. Despite long hours in the office
he still found time for the PR assistant at the SPRI. Later
a degree as a federally certified PR consultant has also been added.

Schärer has always been interested in culture in his private life. During the
School of Design, he successfully participated in the Performance Days in
Solothurn. In the subculture sector, he was also a co-founder of
of Basel's biggest club rock festival B/Scene. "It was very
attractive to communicate for a cultural product. I wanted to
but also sometimes sell a yogurt or a soft drink," explains the
Career changer, why he then switched to Jung von Matt/Limmat.
He read in Advertising Week that the company, then still known as Honegger/von
Matt agency wanted to expand its PR unit.

It was founded in 2000 in response to a customer request.
Ikea wanted everything from one agency. "They started back then,
to work with integrated concepts within a company. With a
common guiding principle for all disciplines, we wanted to achieve greater efficiency
for the campaigns," recalls Schärer.

Four years later, the very young man dreamed of a career as a rock star.
dreaming PR man once again lives out the feeling of the wild years
want. He set up his own business and founded the David
Schärer Agenda Setting. One important client was a public
Company that was taken over by a foreign company.
"PR is about attracting attention and sometimes also the
On the contrary," he says.

He has also made a lobbying campaign on the Rhine knee a sustainable topic.
Case concerning the Rhine port in Basel. He later completed this project
with Jung von Matt. The Basel parliament has already
convinced by the new ideas in the field of urban planning. Now
a group of experts is reviewing the next steps. Schärer has
forged alliances for this, highlighted potential in the media and thus
the topic in public debates.
"Recalling brands" was another specialty. Agenda
Setting has brought Aromat into the media as a "Swiss achievement".
and posthumously styled the advertising figure Knorrli into an icon.

With Knorrli on hand, Schärer then returned to Jung von Matt
when he returned in 2005 as the new head of the in-house PR agency
was hired. At the agency on the Limmat, this five-person unit is now responsible for the
Example budgets for Hug or Knorr Vie. The campaign for fruit
and vegetables in a portion bottle has just been shortlisted for the
Crossmedia Awards. Jung von Matt PR also serves as
media office for Jura and looks after all aspects of fully automatic coffee machines.
Corporate Communications.

Schärer developed the idea of the "Trojan Horse" at Jung von Matt
convinced to work as Head of PR together with the classics on a
creative platform. "In an increasingly tough
This is the agency model of the future," he is convinced.
convinced. He estimates that 50 percent of his work today involves projects in
cooperation with the units for advertising, the rest is
classic PR. Whereby the cliché of the "gray eminences who are in the
pulling the strings in the background" is outdated for today's PR. "It
needs a comprehensible craft in order to put topics on the agenda.
to be able to bring."

You can't force something on the media that they don't want. "PR
works in a similar way to advertising: you need a good idea, a
Relevance in the message, then you can also create a forum." In
In this sense, he wants to create an event to generate publicity.
obtain. "If you come up with good stories, the media are
open." A network of relationships helps, but today there are more and more
fluctuation in the editorial offices, and in the end it is usually
an editorial meeting. "We are in a daily pitch with 300
Agency reports or people who want to place a story.
We must therefore offer relevant and comprehensible content or
Also those that entertain."

For example, the living room in the theater. Next to this must
Schärer will soon be moving a second time. With his wife -
a freelance stage designer - and their two children, he moves
from Basel to Kilchberg in the near future. "I can't imagine leaving the
commute for another 35 years", is the new important man in the
Agency on the Limmat convinced.   

Andreas Panzeri

The latest youth radio station goes online on May 15 at 8.15 pm. Until now, Radio Blind Power could only be received by the Zollikofen School for the Blind. The youth radio station aims to offer a varied music program 24 hours a day, in which topics relating to the visually impaired also have a place. It broadcasts live on Monday evenings from 8.15 pm and on Wednesday mornings from 6.30 am to 7.30 am. The live broadcasts will include talks with studio guests, comedy, reports and news. The radio station will remain the radio station of the school for the blind, but will also focus its broadcasts on the Internet radio audience and young people in particular, according to a press release. Interactivity is very important, which is why the radio will also make greater reference to the content and offers on the website.

TV Advertising: Teenagers, in Particular, Are Turning Away
as for the TV commercials—at least, in 2005, they totaled nearly 350 hours
watch less TV advertising. 333 minutes per month, or 5 hours, and
33 minutes—that’s how much time the average German-speaking Swiss person spent
Starting in 2005, 2005 for TV advertising alone. Compared to the previous year,
That's 3.5 percent less, but still just under 11 minutes a day. In
In French-speaking Switzerland, the use of TV advertising is even more widespread
decreased by 13 minutes, or 3.8 percent, to 324 minutes.
Of total TV viewing, the time spent watching commercials accounted for
7.5 percent in German-speaking Switzerland and 6.2 percent in French-speaking Switzerland.

When broken down by age group, children in German-speaking Switzerland
children between the ages of 3 and 14 spend 167 minutes per month using
TV advertising time, 7 minutes less than in 2004. Teens between
However, 15- and 24-year-olds reduced their TV ad consumption by 29 to 217
Minutes. Adults react differently: Those aged 25 to
44-year-olds also saw their enjoyment of TV commercials drop by 19 to
330 minutes per month, while 45- to 64-year-olds even
increased it by another 2 minutes to 378 minutes.

The time of year with the lowest TV ad viewership is in the summer, during the
German-speaking Switzerland in July (286 minutes); in French-speaking Switzerland, also in August
(each less than 250 minutes). In contrast, Western Switzerland recorded
In November, it reached a peak of 375 minutes, while the
TV ad consumption among German-speaking Swiss reached a record high of about 368 in March
minutes.

All of these figures come from a Telecontrol analysis that the
Publica Data AG (PDAG) conducted over the past two years.
Using 33 broadcast logs, she identified all commercial breaks and
other forms of advertising down to the second (see box) and compared them with the
Telecontrol data. The result: Overall, German-speaking Switzerland
In 2005, exposed to TV commercials for at least 27,700 hours, 1,100
Fewer minutes than in 2004. However, of the advertisements identified,
only about 6 minutes actually for the Swiss women and
Most were Swiss; the rest were broadcast by foreign TV stations without
Advertising windows illuminated.

Exposure to advertising—this is another finding of the
Analysis – the women were exposed to significantly greater risk than the
Men. In German-speaking Switzerland, women's advertising consumption reached,
which, at 367 minutes per month, is 24.4 percent higher than that of men (295 minutes)
was. The gender difference is even more pronounced in the
French-speaking Switzerland: There, women are exposed to 382 minutes of TV commercials, 97
More minutes than the men.

These forms of advertising were examined
From the 33 broadcast logs analyzed, Publica Data AG (PDAG) was able to identify over 0.5 million ad units.

These can be divided into three categories: First, classic
Ad breaks that, for example, accounted for 83.3 percent of the airtime in November 2005
accounted for of the broadcast advertising. Second,
Including infomercials such as TelesCoop (16.4 percent) as well as
third, the usually brief sponsorship segments, such as the
Sponsored segment before the SF-1 «Tagesschau» (0.2 percent). Commercial breaks
includes certain forms of special advertising, such as billboards or
Product placement, on the other hand, is not included.

PDAG estimates that the figure for German-speaking Switzerland is 86 percent and
identified 79 percent of all ad units for French-speaking Switzerland. For the
In Ticino, however, no analysis could be conducted.

Markus Knöpfli