The pharmaceutical division of the Swiss chemical group Roche has chosen Bates as its new international agency. According to a report by Advertising Age, Bates has been awarded all accounts in Europe, Asia and South America that were previously handled by D'Arcy. With Bates, Cordiant Communications will now replace D'Arcy at Roche - with consequences for Switzerland as well: Zogg Kettiger Gasser (ZKG) in Zurich, which represented D'Arcy here in Switzerland, will have to hand over the budgets for the OTC drugs Aleve, Berocca, Elevit, Redoxon and Supradyn. The new account manager will be the Bern agency Contexta, which belongs to Bates. ZKG is consoling itself for the loss with the new creative budget from Roche for the prescription slimming drug Xenical.

Health and wellness were the trump cards at the 6th Swiss Marketing Awards ceremony on Thursday evening, with the winners of the 2003 Marketing Trophy being Folsäure Offensive Schweiz, Rivella AG (Michel Beauty Colada) and the Migros-Genossenschafts-Bund (launch of the Léger cheese line). There has never been so much thirst (and hunger) among so many marketing experts.

The fact that advertising on public transport is accepted by the population was already reported in the WerbeWoche Newsmail on November 8 and presented the most important results of a Demoscope survey in Lucerne. This was commissioned by the Allgemeine Plakatgesellschaft and the Swiss Outdoor Advertising Association. The detailed report, which also examines the effectiveness of transport advertising, is now available from the APG: Tel. 041 317 00 00 or www.apg.ch.

The program guide TR7 is launching a publishing and distribution partnership with the Neue Zürcher Zeitung (NZZ)The program guide TR7 is launching a publishing and distribution partnership with the Neue Zürcher Zeitung (NZZ). In future, NZZ subscribers will receive a discount on their subscription to the Jean Frey magazine. According to TR7 publishing director Sandro Rüegger, this is likely to be between 26 and 34 percent.
TR7 is thus opening up the Zurich economic area, after other areas of German-speaking Switzerland are already covered by similar partnerships (for example with the Basler Zeitung, the St.Galler Tagblatt and the Neue Luzerner Zeitung).

Lowe & Partners has won the pitch for Electrolux's advertising budget for Europe and North America, confirming on Thursday what the trade press had already reported at the end of 2002 (see Newsmail of December 12). Lowe is the first to develop an international brand campaign on a project basis. The agency will be entrusted with the complete consumer communications budget later in the year. The British magazine Campaign estimates the budget at CHF 115 million.

The end of the Swiss-German private broadcasters Tele 24 and TV 3 jeopardizes this year's "Festival du rire" in Montreux, which was one of the most important clients of the production company Grégoire Furrer Productions (GFP), which organized five other laughter festivals and was responsible for "Rob's Comedy Club" on TV 3. Recordings of the laughter festivals were sold to private TV stations. The disappearance of the two channels led to a 30% drop in turnover for GFP, as the company announced on Monday. It had to file for debt restructuring moratorium.

Media Rising viewer numbers and a loyal audience impressively strengthened Swiss regional television last year, which will go down as one of the most successful years in the history of Swiss regional television: All seven TeleNewsCombi stations sailed in an upward breeze in the audience market. Not only did they each increase their daily viewer numbers by several tens of thousands. At the same time, almost all stations were able to retain their audience for longer. The work of the program makers, who have consistently improved their offerings over the past year and adapted them to viewer habits, seems to have already paid off, but the question remains as to whether the desired success in the advertising market is just around the corner. After all, the upward trend arrived in time for the launch of the advertising combination with SF DRS, which has been available for booking since the beginning of the year. However, advertisers still seem to be much more interested in individual regions than in the TeleNewsCombi as a complete package >> p. 23
Daniel Schifferle

DDB Zurich has been commissioned by CSS Insurance with the communicative relaunch of the company's business and, according to the agency, won a pitch against two other agencies. Pinx, Zollikon, which manages the budget for private individuals, was also involved. With 10,000 insured companies and 3,500,000 group policyholders, Lucerne-based CSS is one of the largest health and accident insurers in Switzerland, according to DDB. The agency is implementing a national basic advertising campaign, DM campaigns for new customer business and sales aids.

After Wirtschaftswoche and Die Zeit, the Frankfurter Rundschau is also discontinuing its daily media page and incorporating the section into the feature section.

Radiocontrol The Swiss listened to more radio again in the second half of 2002, especially SRG stations. These stations gained market share almost everywhere, primarily at the expense of private stations. But foreign radio stations also lost listeners.The picture is similar in all language regions: SRG radio stations were able to maintain or even increase their market shares in the second half of 2002, while private stations stagnated or lost market share. The market shares of foreign stations also continued to decline everywhere, most sharply in Ticino (-1 percent).For the first time, it is possible to compare two entire radio control years. There are stations that are subject to seasonal fluctuations in listener favor, i.e. that perform better in the first half of the year than in the second - or vice versa. But there are only a few of them. What is clear, however, is that 2001 was the better radio year. Overall radio usage declined last year, but not quite as sharply as the first half of 2002 would have suggested.
Over the whole of 2002, listening time was 121 minutes per day in German-speaking Switzerland, 115 minutes in French-speaking Switzerland and 120 minutes in Ticino. In 2001, the German-speaking Swiss listened to the radio for four minutes longer, while the French-speaking Swiss listened for three minutes longer - the Ticino, on the other hand, remained true to its habits. Most stations also felt the effects of this. Only a few did better in terms of reach in 2002 than in the previous year - these are Central, BE1, Fribourg, RSR3, NRJ, One FM, RTN 2001, RSI1, Fiume Ticino and Studio Star.
In German-speaking Switzerland, the gap between private and DRS stations widened further throughout the past year. For the private stations, the loss in reach of -7.5 percent over the year as a whole is particularly significant. In contrast, the losses of all DRS stations as a whole remain within bounds, although of course the dives of DRS 2 and MW 531 in the first half of 2002 are still cause for concern (-37.9 percent and -28.6 percent, respectively). Neither really recovered in the second half. Virus doesn't cut a good figure either; the ailing youth station has lost further ground.
Among private radio broadcasters in German-speaking Switzerland, the losses of the first half of 2002 were accentuated in many places in the second half. This is particularly evident in Zurich. Both Radio 24 and Hitradio Z had reached their zenith in the second half of 2001, which had been particularly "good" in terms of news. But then both relaunched, and since then they have been among the biggest losers. Today, Hitradio Z has 43200 fewer listeners than a year ago (-17.2 percent). Radio 24 did not fare much better, with a total loss of 41700 listeners (-14.1 percent). Radio 24's lead over competitor Z is now 45400 listeners, but 24's market share is 0.8 percent higher.
There were also painful losses in the second half of 2002 at Eviva (-9800 listeners or -10.2 percent), at Radio 7 (-10.3 percent), at the cable station 32 Goldies (-14.3 percent) and at Tropic (-11.8 percent). The absolute reach winner, however, is Central: The station in central Switzerland gained a full 12800 listeners (+11.9 percent) in the second half of 2002, and now has 120700 listeners, its previous Radiocontrol peak. However, the simultaneous loss in listening time (-13 minutes) must be accepted as a drop of bitterness.
In percentage terms, newcomer Toxic.fm (St.Gallen) did best, recording an increase of 18.1 percent at a much lower level and also being listened to six minutes longer. Beo (+11.3 percent) and the radio stations in eastern Switzerland also did well: At Aktuell, the relaunch probably caused an increase of 12.1 percent, but competitor Top also increased again by 6.5 percent at a higher level, and even the small Radio L found 1700 more listeners - probably in the area of Ri, which in turn lost 2100 listeners.
City pool takes a beatingIf you look at the losses from the perspective of the various radio pools, the Bern module of Pool 2000 in particular is stronger, while the City pool loses out and the One pool gets off lightly. In the latter, Central and Top manage to compensate for the coverage losses of Hitradio Z, Argovia, Radio 32, Ri and Grischa/Piz.
In the City Pool, on the other hand, there is no one who can plug the Zurich hole; Basilisk's profit can only just make up for the losses of Pilatus and Zürisee. In addition, the City Pool in Bern is becoming increasingly weaker. ExtraBern has made gains there, but less than BE1, and the Bern module of Pool 2000 has also strengthened considerably in the Oberland. In Basel, on the other hand, the Basel module of Pool 2000 is losing listeners: Regenbogen is losing listeners, Edelweiss is gaining only half of them. As a result, both together are only just able to outdo their competitor Basilisk.
Since the introduction of Radiocontrol, the cable station Radio 105 has not been able to get going. On the contrary, it has reached a temporary low in terms of reach and market share. The even worse performance of competitor Virus cannot hide its own problems.
Indispensable despite lossesIn western Switzerland, the situation is much more balanced. There, the ranking of private radio stations remains virtually intact, but there are three major losers in terms of reach: Nostalgie lost 4.9%, falling below the 100,000 mark for the first time, and for the first time is weaker than RSR 2. One FM and Lausanne FM also lost 5.8% and 3.7% of their listeners, respectively. For the two Fontana radios (One FM and Lausanne FM), this loss is particularly annoying, since they have just been kicked out of all pools in western Switzerland. In this situation, they would have liked to present good figures to the advertising clients. However, the losses should not harm them, because they remain indispensable for media planners in the most important conurbations in French-speaking Switzerland.
In French-speaking Switzerland, the winners include stations with rather small reaches, such as WRG (+23.6 percent), Thollon (+17.3 percent) and RTN 2001 (+7.1 percent). And Fribourg, which struggled financially last year, seems to have recovered somewhat.
The SRG stations in French-speaking Switzerland, on the other hand, all lost reach in the second half of the year, led by RSR 3, but also RSR 1. This also led to a slight loss of market share for French-speaking Swiss radio.
The situation was different in Ticino: With the exception of RSI 2, all RSI stations increased their reach and market shares. Among the private stations, the foreign station RTO, which was measured for the first time, came out on top with a reach of 23,400 listeners. That is only 4400 listeners less than RSI 2, but SRG radio is still listened to twice as long as RTO.
RadiocontrolIt looks like a normal watch. But inside Radiocontrol - a digital dial indicator for analyzing the Swiss radio market - is a concentrated load of high-tech: a microphone picks up ambient noise, a chip stores the data digitally. And thanks to a motion detector and temperature sensor, manipulation is almost impossible.
The Radiocontrol clock has been in use since 2001. 2002 were
804 watches worn per day. (mk)
Radios German Switzerland (1st semester + 2nd semester 2002), net reach in 1000 listeners and market share in % in German-speaking Switzerland, Mon-Sun, 24 h, persons 15+.
Total radio 3883.8 100 3896.0 100

Radio groups
Total SRG 2879.4 62.8 2912.3 64.5
Private CH 2296.8 27.9 2313.6 26.4
Foreign countries 1765.2 9.3 1803.2 9.1
SRG
Total DRS 2669.6 59.0 2714.1 60.8
DRS 1 1951.2 40.9 1982.3 42.1
DRS 2 379.7 4.2 396.8 4.3
DRS 3 876.3 10.6 914.0 11.2
MW 531 292.2 3.2 293.1 3.1
Virus 28.1 0.1 27.9 0.1
1 Radio 24 261.0 3.1 253.1 3.0

2 Hitradio Z 221.4 2.6 207.7 2.2
3 Top 178.2 1.5 189.8 1.5
4 Argovia 172.9 1.9 169.1 2.0
5 Lake Zurich 158.2 1.6 157.7 1.6
6 Grischa/Piz 156.1 1.4 153.4 1.2
7 Pilate 140.7 1.8 138.1 1.5
8 (9) Basilisk 128.8 1.5 132.6 1.5
9 (8) Radio 32 133.0 1.6 131.9 1.6
10 (11) Central 107.9 1.3 120.7 1.1
11 (10) Sunshine 116.2 1.2 117.2 1.2
12 Eviva 96.2 1.1 86.4 1.0
13 BE1 81.0 0.9 86.3 0.9
14 Extra BE 80.5 0.7 85.0 0.6
15 (16) BeO 72.3 0.8 80.5 0.9
16 (15) Rainbow (D) 78.4 0.6 74.8 0.5
17 (20) Edelweiss 69.4 0.5 71.2 0.6
18 (19) Current 63.4 0.6 71.1 0.7
19 (18) Rottu 68.6 0.7 71.1 0.6
20 (21) Canal 3 (net) 66.1 0.4 71.1 0.3
21 (17) Radio 7 (D) 70.8 0.5 63.5 0.4
22 Freiburg (net) 59.7 0.2 61.0 0.2
23 Radio 105 58.5 0.5 57.1 0.4
24 Ri 54.1 0.4 52.0 0.3
25 Emme 48.1 0.3 49.4 0.3
26 Radio L (FL) 34.9 0.2 38.2 0.1
27 (28) Antenne Vorarlberg 28.9 0.1 33.5 0.1
29 Toxic.FM 27.0 0.1 31.9 0.1
30 3fold* 28.2 0.1
31 (27) Tropic 30.5 0.1 26.9 0.1
32 (30) 32 Goldies 26.6 0.1 22.8 0.1
In parentheses: Position in 2nd semester 01. Radio Munot is missing. Because the station takes over programming from SR DRS, no figures can yet be published for this radio station outside the Munot reception area for methodological reasons. * Surveyed for the first time Source Publica Data
Radios Romandie (1st semester + 2nd semester 2002)
Net reach in 1000 listeners and market share in % in French-speaking Switzerland, Mon-Sun, 24 h, persons 15+.
Total radio 1245.1 100 1241.9 100

Radio groups
Total RSR 889.1 61.7 884.8 61.7
Private CH 706.6 23.0 717.2 23.1
Abroad 649.8 15.3 636.2 15.2
SRG SSR
Total RSR 771.7 54.9 760.8 54.3
RSR 1 543.0 36.9 536.6 37.5
RSR 2 99.9 4.0 99.1 3.7
RSR 3 149.6 5.3 142.6 4.6
Option Musique 196.9 8.6 194.7 8.6
1 Nostalgia (F) 103.7 3.1 98.6 3.0

2 Lausanne FM 90.2 2.9 86.9 2.8
3 Framboise 79.9 2.5 80.6 2.4
4 NRJ (F) 73.9 1.8 75.3 2.0
5 One FM 72.2 2.4 68.0 2.4
6 RTN 2001*** 63.4 2.1 67.9 2.2
7 Rhône 63.2 2.4 62.8 2.3
8 Lac 56.9 1.5 59.4 1.6
9 (10) Fribourg (net) 56.0 1.6 57.0 1.6
10 (9) Fréquence Jura 56.3 2.2 56.3 2.1
11 Jura Bernois 52.4 1.8 51.6 1.6
12 Chablais 47.0 1.8 48.4 1.8
13 Europe 2 (F) 44.6 0.9 43.9 0.9
14 Thollon 28.3 0.4 33.2 0.6
15 Canal 3 (net) 23.7 0.4 23.5 0.5
16 WRG FM 16.5 0.3 20.4 0.4
In parentheses: Position in 2nd semester 01, ***Measurement only from 21.3. - 30.6.02 (due to jamming) Source: Publica Data
Radios Ticino (1st semester + 2nd semester 2002)
Net reach in 1000 listeners and market share in % in Ticino,
Mon-Sun, 24 h, persons 15+
Total radio 244.2 100 245.3 100

Radio groups
Total SSR 202.5 79.4 206.5 81.3
Private CH 82.1 6.2 82.3 5.3
Abroad 129.8 14.4 129.7 13.4
SRG SSR
Total RSI 180.7 67.6 183.4 69.9
RSI 1 148.6 51.0 153.2 53.9
RSI 2 28.7 7.3 27.8 7.2
RSI 3 49.2 9.3 50.8 8.8
1 RTO* 23.4 3.0

2 (1) Fiume Ticino 17.3 2.5 17.7 2.2
3 (2) 3iii 14.5 2.1 14.3 1.8
4 (3) Studio Star 5.5 0.6 5.8 0.6
*surveyed for the first time Source: Publica Data
>> What does the Swiss listen to?

Radiocontrol In the second half of 2002, the Swiss again listened to more radio, especially SRG stations. These stations gained market share across the board, primarily at the expense of the private stations.
Markus Knöpfli

Double
Stitched is better: Twenty years after his first laurel wreath, the
the jury of experts once again selected him as Advertiser of the Year: The Egon 2003 goes to Ruedi Wyler. The question is obvious when you look at him:
Is life a shopping mall? More precisely: Is Ruedi Wyler a
Shopping addict? Far from it, although the distinguished, 60-year-old
creative with his work for almost two decades, among other things, the
Image of the two largest Swiss shopping centers pictorially strong
has helped to shape. Wyler's humorous advertising style in the campaigns for the
Glatt shopping center and for over a year for the Shoppi &
The Tivoli in Spreitenbach is not only in the local advertising and
poster forest. Wyler's work has also raised the bar internationally.
for creative advertising recalibrated a few times, for which the Lucerne
has been honored with awards countless times. Last time two
months, at the largest retail trade convention in the USA.In the election for the
Advertiser of the Year, more than one in five votes went to Ruedi Wyler.
With this, the owner of the small agency of the same name in the
Zurich's District 6 a comfortable lead over the runner-up.
It is telling that in the economic downturn, not a racy
strategist who was chosen with
spread marketing phrases
demonstrative optimism, but rather a creative person who is
has made a name for itself with consistently high quality.
The politically correct choiceThe
new advertiser of the year, who amused the same title in 1983 with
"Prince Carnival" paraphrased, is happy about his high popularity.
However, he has a modest explanation for the renewed
Title win: "I hurt no one and take nothing from anyone consciously
away. In that sense, I'm the politically correct choice," he says.
"Of course I'm honored by the award. But I don't feel like an authority."
At most his age could suggest such, he says
mischievously.
He's not thinking about quitting for a long time yet. "Sometimes I feel
I feel younger mentally in many ways than some people.
In my thirties. Now I want to really step on the gas again." The quiet
Maker, who is fond of serious music, played drums in his youth
and together with AD Andreas Konrad own hypnotic ambient or
Sampling house tunes doesn't have to play it juvenile. The balance
to the job he does not find at networking industry events, but rather
While strolling in Paris or walking in nature. "When I
find peace after a quarter of an hour, open my ears and eyes properly,
I recognize many details that are otherwise easy to overlook. Earlier
the best things came to mind. Today, when I see a beautiful
landscape, I usually resist thinking about advertising.
think."
No urge for self-promotionEven
otherwise Wyler's quiet manner does not fit into the usual pattern of the cool
Werbers. "I'm not ashamed to live a semi-normal life.
lead," he says casually. In an industry where the unrestrained
The urge for self-expression dominates just as much as the
existentialist black, do the gracious modesty and
Wyler's honesty good.
The conceptual designer only loses his composure
then when his sense of justice is violated, as in the case of
dubious jury decisions. The fact that the multiple decorated
to put water on their own mills in such situations.
is self-evident. Unlike many of its
Ruedi Wyler has never been too pleased with his awards.
peddle. "I just can't do that," he admits and assesses
this behavior as "naive" from an economic perspective. But one
should never say never, he quips. Also on the unwritten
Code of honor of the creative advertisers, according to which one should neither
employees nor may steal customers, orders or ideas, has
Ruedi Wyler always held.
Lean Production for 24 yearsSo
discreetly behave only people who know about their talent. Stand
Orders not in accordance with his principles, the gentleman has
among the advertisers also sometimes declined with thanks. "But mention
not do that, it sounds a bit arrogant," Wyler's request said. He does not want to
as a moralist just because, for example, he does not disassociate himself from political parties.
who politicized against minorities. And he says that
not only as an advertiser, but as a human being.
His ability to even
critically scrutinizing award-winning work has so far prevented him from
the dangerous tendency to self-quotation. And so he always peels
the core messages for a wide range of customers - from the
from the cultural magazine Du to the computer science school Digicomp to
to the jewelry store chain Beldoro -, on it he sets these with
independent concepts and witty campaigns. Not for every
price shock, but with calculation, apt punchlines and
reduction from the masses - this would be a good way of
his recipe to the point.
While its business model
of the small agency is proving to be a model for many new start-ups.
"the advertising industry is like an atom that is continually splitting,
even though the advertising pie has been shrinking for months" -, Wyler acknowledges
his work not only trend-setting. "Advertising can set the zeitgeist
reflect at best anyway," he says modestly.
Its
He has always been able to convince clients that it is necessary for good
Advertising does not need courage, only for bad and interchangeable.
In addition, "billboard sites such as ad pages are always accurately
equally expensive, whether you want to use a hackneyed or surprising
Switch advertising motif. But if the audience is already watching advertising
must, then it should at least be decently made." Quiet, but
but unmistakably he gives vent to his anger about the bad
Advertising that can be seen everywhere at the moment. Whether he then exemplary
can name examples? That, he says, is even more difficult. "It can be - even
not always be everything top-notch," Wyler admits.
Medium
Advertising according to the same uninspired pattern is to him
but anathema. Mainstream annoys him just as much as marketing managers,
which in high switching frequencies and thus in the range the sole
The company sees this as the ultimate instrument for conquering the market. It is probably
ignorance rather than despondency, which leads to the fact that "many
excellent creative make good advertising only for restaurants, in
where you can eat spicy food, for the Condomeria or a bookstore."
says Wyler with ironic understatement. As a gut person, he believes in the
mystical-emotional hoopla surrounding advertising not much.
"The only thing that's important is the ambition to do good advertising - and, if possible
Not missing penalties."
The reduction was one, the
agency size the other constant in his career. More appropriate
would be to speak of smallness, because he rarely had more than three
employees. Which does not mean that he is a loner.
is: "I'm maybe not the relationship type," admits the
unmarried Ruedi Wyler. "But I had to be a team player just
des-because I have always worked with outstanding people
I've worked with," says the newly crowned Advertiser of the Year and
hands the credit to his staff, Christine Guarnieri,
assistant and consultant, art director Andreas Konrad and his
freelance copywriter/conceptual designer Beat Egger, continues.
Ruedi Wyler's guardian angels live on the ceiling of his agency: He was voted "Advertiser of the Year" for the second time.
Ruedi Wyler celebrates advertising Christmas for the second time in 2003.
Ruedi Wyler: Multiple award winnerThe
Lucerne native attended the School of Arts and Crafts and graduated from the
Fritz Kaltenbach completed an apprenticeship as a graphic artist. He then moved to Zurich, where
he worked as a studio manager at the Biland agency. The following
Stations of his career were the flagship agencies Wiener &
Deville and GGK, Basel. This was followed by almost five years at Advico as CD
with Bruno Widmer, whereupon he went into business for himself in 1979 and in
Zurich Wyler Advertising was founded. Just four years later, he was taken over by
was voted Advertiser of the Year by the readers of WerbeWoche. He supervised -
and in some cases still does today - customers such as Tamedia, Du, Das
magazine, the Zurich Theater Spektakel, the Glatt shopping center or
Shoppi & Tivoli, the Aargauer Zeitung, the Museum für
Communication, Digicomp and others more. For its consistently good and
Ruedi Wyler has been awarded several prizes in Germany and abroad for his successful advertising.
awards. Measured in terms of the number of awards per employee, the
For years, Wyler Werbung was the most creative advertising agency in Switzerland.
Four times he was nominated for Advertiser of the Year after 1983. Twice
he made it to the honorary rank. Now, for the fourth time, the
Thoroughbred advertiser with the Egon again awarded as advertiser of the year.
(la)
Irene Hiltpold about Ruedi Wyler "Ruedi
Wyler is an exotic figure in the advertising industry. For decades he has been realizing
as a "lone wolf" unconventional, clever and witty campaigns.
His wry humor, his amiably complicated nature recall
reminds me of Woody Allen, and in my opinion, he's brilliant! Ergo: In
America, Ruedi Wyler would be a superstar."
...

Jean Etienne Aebi about Ruedi Wyler "How
no one else, Ruedi Wyler proves that even as a single mask, you can
decades can belong to the creative top. He has shown that there are
not how big the kitchen is, but who is at the stove.
stands. I particularly credit him for always being "sympa" and
remained honest and did not become an opportunist."
The campaignShopping center Glatt: Wyler Werbung set trend-setting standards for shopping center advertising.
Aargauer
Newspaper: The "Rüebliland" readers were also made aware of the fact that the advertiser of the year
humorously clear that minorities are an issue.
Shopping center
Glatt: One of the most important USPs of the shopping center are the 4500
Free parking, Wyler pointed out with a wink.
Digicomp:
A school satchel as a laptop: also reduced for the computer science school
the Zurich-based agency presents the core message in a strong and memorable way.
Image.
Shoppi
& Tivoli: Politically "incorrect", but very correct in advertising terms
Ruedi Wyler behaved with this poster for the "sell-out" at the
Spreitenbach shopping center.

Luca Aloisi

The best media solutions will be selected this summer in Cannes under the direction of Fernando Rodés. The International Advertising Festival has appointed the CEO of the Media Planning Group as jury president for the Media Lions, which celebrates its 50th anniversary and takes place from June 15 to 21.