The key data on TV usage published by Mediapulse include aggregated views and allow an overall view of the use of the medium TV in Switzerland. Until the first semester of 2022, a joint semester publication was published for the radio and TV data. From the second semester of 2022, the semester figures will be published separately for each medium. These publications are staggered and started with the medium Radiofollowed by TV and online.

TV consumption: 196 minutes daily

On an average day in the second half of 2022, a good 4.2 million people used the services of the TV stations, either live or time-shifted. In relation to all people living in households with one or more TV sets, this corresponds to a net reach of 57 percent. The largest audience for TV is found in Svizzera italiana, with a genre reach of 64 percent. In German-speaking Switzerland and Suisse romande, this figure of 56 percent is slightly below the national average.

TV viewers currently spend an average of 196 minutes per day watching TV programs. The amount of time spent per person - the dwell time - varies across the three language regions. Once again, the top spot is held by Svizzera italiana with 222 minutes per day, followed by Suisse Romande with 219 minutes, while viewers in German-speaking Switzerland invest only 186 minutes per day in TV consumption.

Increased useful life compared to previous year

Compared with the second half of 2021, daily reach is down 1 percentage point from 58 at that time. By contrast, time spent per user increased from 188 to 196 minutes. This means that the TV genre reaches slightly fewer people than in the second half of 2021, but they use the medium for longer.

The decline in reach is comparable in all three language regions. In German-speaking Switzerland and in Svizzera italiana by 2 percentage points, in Suisse Romande by 1 percentage point. Usage time per viewer increased by 18 minutes in Svizzera italiana and by 11 minutes in Suisse Romande, while German-speaking Switzerland saw an increase of 6 minutes.

The from Mediapulse responsible for television research provides information about the linear and time-shifted TV usage on conventional TV sets, the so-called "big screen". A measurement solution for the use of TV offerings via alternative end devices, the so-called "small screen devices," has been implemented, but does not yet fully capture this form of use, which is why the corresponding usage data is not included in the statistics for the second semester of 2022. On July 1, 2022, the research was switched to the new, hybrid TV measurement system after six months of parallel operation. This semester's publication is based for the first time on the so-called TV Hi-Res Data, which enriches the panel research with usage data from digital set-top boxes.

Sponsoring was yesterday. Today, it's a matter of making one's commitment and involvement tangible and palpable to such an extent that the audience also grants the performing brands the hoped-for "street credibility.

Without further ado, Republica created a spot for Rugenbräu that makes it clear on the festival screens and via the brewery's social media channels: Rugenbräu is the down-to-earth and humor-infused beer from here. A brand that proudly represents its origins, and a beer that conveys its mission at "Touch The Mountains" in a tongue-in-cheek and blunt manner: Offer moments of pleasure - and give fun with it.

Responsible at Rugenbräu: Remo Kobluk (Managing Director), Claudia Santiago (Product Management). Responsible agency: Republica (creation and production). Actors: John Dullin.

The Goldbach Crossmedia Award has been recognizing groundbreaking, cross-media and creative campaigns since 2005. Cases can now be submitted both for the previous Goldbach Crossmedia Award and for the newly launched additional award, the Replay Ads Award, can be sent in. The special prize is being introduced to reward the most innovative and creative use of the new TV advertising formats.

The following 15 Industry experts will judge the submitted projects under the direction of Marco Taborelli of Marco Taborelli Consulting:

• Ursula Arnold, Mindshare
• Andrea Bison, Thjnk Zurich
• Luitgard Hagl, Jung von Matt Limmat
• Christina Jaldón, Opel Switzerland
• Lara Jelinski, Dentsu Switzerland
• Matthew Katumba, High Voltage Communication
• Jasmine Kellenberger, The Walt Disney Company
• Yves Luetolf, Grisons Holidays
• Nannette Passberg, OMG
• Roman Reichelt, Credit Suisse
• Nina Rolle, JBW Media
• Maurizio Rugghia, Sir Mary
• Philipp Skrabal, Farner Consulting
• Giselle Vaugne, Wunderman Thompson
• Roger Zingg, Federation of Migros Cooperatives

The Crossmedia Award and the Replay Ads Award will be announced on May 10, 2023, during the Best of Swiss Web Award Night at The Hall event location in Zurich.

Goldbach is giving away three free entries

Once again this year, Goldbach is giving away three participation fees worth CHF 975 each among all interested parties who submit a campaign for the Goldbach Crossmedia Award 2023. The Participation is still possible until February 8. The winners of the participation fees will be contacted personally by e-mail the following day.

Shortly after the founding of Marty-Trezzini in 2018, Alix Gerber joined co-founders Yves Marty and Gianluca Trezzini. At the company, she was responsible in particular for the art direction of various advertising campaigns and productions and also built up the social media department during the last two years. As a project manager, she looks after clients such as Bindella Più Vino, the Mandarin Oriental Lucerne and Amazon Web Services.

Since the beginning, Alix Gerber has been heavily involved in the strategic development of Marty- Trezzini. "Alix is a true entrepreneur. Without her, we would not be where we are today with M-T," Yves Marty is convinced. "Not only has Alix been instrumental in building Marty-Trezzini, practically from the beginning. In addition to her talent in conception, she also strengthens our offer on the marketing side enormously with her broad skills," adds Gianluca Trezzini.

As a partner, Alix Gerber will take on the additional position of Head of Culture in addition to her main job as well as the strategic work at Marty-Trezzini and will take care of human resources and corporate culture at Marty-Trezzini. "With M-T, we want to create a place where no idea is impossible and no dream is too big. As M-T's art director and partner, I want to continue to stay true to that ethos," Gerber explains. "Beyond that, I strive for M-T to become a home for people who crave freedom and flexibility in the creative industry. Together, we're creating an exciting future for creativity."

Vitamin 2 positions itself as an agency for creative communication solutions that touch people and create impact for brands. "For this to succeed in an increasingly volatile and ambiguous world, companies must approach their complex challenges as farsightedly as they do creatively," says Fabian Bucher. "And find solutions that charge their brands with values that are deeply rooted in the organization - and make them an authentic experience both internally and externally."

Because this applies to clients as well as agencies, Vitamin 2 is expanding its own strategy competence. In January, Fabian Bucher joined the team and took over the management of strategy together with Samuel Güttinger. He also completes the new management team.

Bucher is considered an experienced expert in customer insights, brand strategy, employer and behavioral branding. The 43-year-old from Ausserrhoden studied at the University of St.Gallen and worked in management consulting and for more than eight years as senior consultant, head of strategy and member of the executive board at Ammarkt. He also ran his own strategy agency Bucher-Sigrist for five years.

According to the agency's statement, Fabian Bucher and Samuel Güttinger would complement each other perfectly. "Thanks to our different strategic expertise, we can serve clients holistically. And with our constructive-critical thinking, provide new perspectives for effective strategies," says Samuel Güttinger, strategist and executive board member at Vitamin 2.

According to the study, around four million gamers between the ages of 15 and 79 live in Switzerland. Half of them play video games several times a week or even daily and are classified as "core gamers. Six out of ten "core gamers" play mainly on mobile devices.

As the study reveals, however, Swiss gamers do not all tick and gamble in the same way, but can be divided into six different gaming types, such as the very passionate "Explorer," who plays an average of 10.5 hours a week and spends around CHF 250 a year on gaming. Other segments are "Competitor," "Companion," "Laid Back," "Seeker" and "Time Filler.

Swiss gamers are on average 39.1 years old and actively play games for 6 hours per week, with the "core gamer" at 41.8 years being about five years older than the "non-core gamer" at 36.5 years. The most frequently cited motives for playing video games include "relaxing/taking it easy" and "drifting off/distracting", but also "strategic challenges".

In addition, around every second person surveyed watches others play video games on live streaming platforms such as Twitch and/or video portals such as YouTube. They do this for between three and four hours a week on average. The popularity and use of social media platforms depends strongly on age. While Discord and Twitch are particularly popular with Generation Z, Facebook is especially favored by boomers.

As far as active participation in future gaming events is concerned, especially online one-off events, the two gamer types "Competitor" and "Companion" in particular show the greatest interest.

"The heart of the study is the analysis of the motives of active and passive gaming consumption. It provides us with insights into the different motivations why people turn to video games and helps us understand what needs gamers:inside have," explains Christian Hergott, Senior Consultant at MYI Entertainment. "In a very dynamic market, it is a constant and results in concrete decisions and behavior patterns. With this basis, we can create even more targeted added value in the future and further develop the Swiss gaming market."

"It's very exciting to see how differently Swiss gamers tick and what their various motives are for consuming video games," adds Steffen Schmidt, Director Marketing Science & Agile Insights at Link. "I'm also very pleased that we were able to clearly show that gaming in Switzerland is no longer a nerdy niche topic, but is present in all segments of the population. For me, this fundamental study is virtually a fine insight diamond for Swiss marketing as a whole."

The Insight dashboard for the study by Link and Myi Entertainment can be can be accessed here.

The expression "Jai Petch" is Thai and means "diamond heart" translated into German. Behind this name is the new Muay Thai studio in Basel, which aims not only to teach Thai boxing, but also to impart all the wisdom behind this sport. The sport, also known as Thai boxing, is one of the oldest and most traditional martial arts in the world. Inner peace, self-confidence and courage are values that this sport can teach.

Zurich-based agency Futurlead has produced a promotional film for the studio's opening that focuses on the story of a fighter. The film is intended to motivate, inspire and help new members jump over their own shadows.

Responsible at Jai Petch Basel: Nebi Kale (Founder & Trainer). Responsible at Futurlead: Mehmet Kale (Director & Film Production), Mustafa Akboga (Color Grading).

True to the agency claim "We craft Moments", Suki wants to create inspiring moments for people as well as moments of clarity that have a lasting effect: Guido Rumi and Mark Strähl advise, design and accompany their clients from idea to implementation. In the process, boutique LiveComm experiences are created together: "We guide and accompany our clients into the future and make it tangible - through format development, experiences and live campaigns based on future foresight, creative consulting and executive coaching," explains Guido Rumi.

The agency received a Red Dot Corporate Design Award 2022 for the development of the branding and digital identity of Migros' innovation project "Bridge". For the hall, Suki created live campaigning and experience design and was awarded the Xaver Award for Best Corporate Event in 2019. The client list also includes Bürgenstock Hotels & Spa, Migros Genossenschafts-Bund, Dolder Grand Hotel, Swiss Post and Messe Schweiz.

Reduced brand design 

The creative studio has now designed the right moment for itself, with a new simple brand design. The appearance is to be reduced, thoughtful and dynamic. The modern Typewriter font conveys the idea of "crafting". Designed is the Website in German and Japanese.

After Switzerland, Germany, Austria and France, Galaxus is now also available in Italy. According to the press release, the online retailer also wants to remain true to its strategy in Italy and start "small and agile". The goal is to learn quickly, to continuously improve the store and to inspire online shoppers with the concept. In addition, a loyal customer base is to grow up over the next few years, who want information, inspiration and quality when shopping online.

According to Galaxus, the expansion to the south was a good idea for language reasons. The online retailer has been communicating in Italian for many years and is well received by customers in Ticino. Accordingly, Galaxus is already known among northern Italian border crossers. For the time being, the Italian orders will be delivered from the logistics location in Krefeld, Germany, which operates throughout Europe. Products from the warehouse arrive at the recipient's address from northern to southern Italy within three to five days.

Galaxus has been live in Germany since 2018 and in Austria since 2021. Recently, the online retailer also announced an expansion into France (Werbewoche.ch reported). The range comprises over 1.6 million products. "Our online concept is unique and works not only in Switzerland, but also in a very competitive market like Germany. That's why we are convinced that the demanding Italian clientele will also feel at home on our shopping platform," Florian Teuteberg, CEO and co-founder of Digitec Galaxus, is quoted as saying in the statement.

An honest online store

Why does Italy need another online store alongside Amazon, Media World, and Decathlon? According to Galaxus, there is still no online department store in Italy that offers a wide range of products and knows how to convince with inspiring content. "We afford ourselves a 30-person editorial team that explains our assortment according to journalistic criteria with specialist articles, test reports and reports, represents a clear opinion and supports and inspires online shoppers in their product search," where Teuteberg. "From whitewashing we hold nothing at all. Our editorial team is independent and has the task of testing products hard as nails and evaluating them honestly. That's where the added value for our community lies."

With the market entry in Italy, the already active Italian-speaking community will also multiply in one fell swoop. The community already comments on many of the editorial team's articles, answers customers' questions, and uses its expertise to help others find the right product for them. In Switzerland, Digitec Galaxus achieved sales of 2.4 billion Swiss francs in 2022 with a range of over four million products. (Werbewoche.ch reported). The next few months will show which product categories Italians will be searching for and purchasing online at Galaxus in the future.

With campaigns for Switzerland Tourism, Migros, Swiss Post, Emmi and Graubünden, Alain Eicher caused a national and international sensation and won over 200 awards over the years - including several Cannes Lions, D&AD Pencils and Effies. Now the creative wants to open a new chapter in his career: As of January 2023, he will leave the industry and become Managing Director at Edvin.

From advertising to wine community

Madelyne Meyer launched Edvin in 2014 as a wine blog - she also continued to write for Gault & Millau and Watson, published the bestsellers "Finally Understanding Wine" and "Find Your Wine", and at the same time launched what he claims is Switzerland's largest wine community on social media.

With its accessible and unconventional concept, the Edvin brand wants to stand out from the sometimes elitist wine world - now also as an online store: "It is this wonderful combination of high-quality product and human affability that makes me so enthusiastic about Edvin. And at Edvin, we can think of the wine world in a completely new way," Alain Eicher explains his career change.

In his role as Managing Director, Eicher is responsible for Edvin's corporate fortunes. This also includes the communication of the brand. "Like a good wine, a brand must be developed, nurtured and cared for. That's the only way it will remain on everyone's lips in the long term," he is convinced.

Eicher lives with his family in Aarau and prefers to drink wines from the Bündner Herrschaft and Burgundy.

Sabrina Wettstein has been working in physical and digital media marketing and in the management of cross-media campaigns for ten years. She has in-depth knowledge of the Swiss advertising market from a wide range of positions on both the client and marketer sides. Since 2020, she has been in charge of sales at Ringier Advertising and most recently responsible for building up a cross-media marketing team at Blue Entertainment. (Werbewoche.ch reported).

She will now take over as head of sales for the media and advertising market at Swiss Post on April 1, 2023, replacing Andreas Lang. In this position, she will further develop Swiss Post's cross-media offering and thus drive its transformation into a comprehensive advertising provider, Swiss Post writes in a statement.

"I am delighted to have Sabrina on board, an experienced leader and a proven specialist in media marketing and cross-media," Oliver Egger, Managing Director Media and Advertising Market at Swiss Post, is quoted as saying in the statement. "She brings a wealth of experience to tackle the upcoming challenges in the media and advertising market at Swiss Post and lead it into a digital future."

Relyz wants to accompany customers with interdisciplinary know-how and a holistic way of thinking and working on the path to more focus, efficiency and performance, writes the founding duo in a statement. A distinctive network with experts from specialized digital disciplines should also enable the company to define the ideal setup for individual customer needs in order to successfully implement strategies and projects.

"Given the rapid developments on the technological, societal and legal levels, more and more complexities, but also opportunities, are emerging," said Benjamin Kocher, Founder and CEO of Relyz. "In order to be successful as a company in the long term, a strategic vision as well as focus and agility are central. This is exactly where we support our clients as external sparring partners and consultants with digital and marketing expertise, creativity, and a strong entrepreneurial spirit."

Kocher is a digital expert with over 15 years of professional experience at the intersection of marketing and technology. Prior to founding Relyz, he was Digital Director and Member of the Executive Board at Stuiq and before that Head of Direct, Digital & Market Management and Member of the Executive Board at Allianz Partners.

Partnership with Stuiq

Co-Founder Sandro Walder is Partner and CEO at Stuiq as well as an expert with over 20 years of professional experience in brand strategy, corporate management and transformation. He has already worked successfully with Kocher in recent years. "In the future, it will take an ecosystem with subject matter experts from a wide range of disciplines to develop truly compelling and value-added solutions," Walder is convinced. "The strategic partnership between digital strategy consultancy Relyz and creative agency Stuiq enables us to combine comprehensive expertise in the areas of digital, marketing technology as well as brand strategy and successfully implement complex projects holistically as a one-stop store with a doing mentality."

The company has its headquarters - an original store including workshop and collaboration space - at Dufourstrasse 97 in Zurich's Seefeld district, not far from the Stuiq agency.