Swiss clients rely on these advertising and communication media

Almost 90 percent of all Top750 clients in Switzerland rely on their own website (responsive).Every year, the Media.Research.Group's advertising market study asks the top 750 clients in the Swiss advertising market how important the individual advertising and communication media are in their marketing communication in the current year. A total of 68 advertising and communication media are surveyed. For each, the respondent must indicate whether its importance is increasing, remaining the same or decreasing, i.e. whether its advertising investments are increasing, remaining at the same level or decreasing. This analysis therefore shows the prevalence of the individual advertising media, but not the level of advertising investment in these advertising media. This survey has been conducted in this form for 16 years now. In the first few years, 150 clients took part in the survey; in recent years, participation has increased to 360.

14 of the 68 advertising and communication media surveyed are used by more than 60% of all clients. 10 of these most frequently used advertising media belong to online communication, but none belong to the major traditional media such as print media or television.

13 of the 70 advertising and communication media surveyed are used by less than 60%, but by more than half of all clients. In this second top group we find the first print media. It is interesting to see how, for the first time, the trade press has snatched the title of the most widely used print advertising medium from the daily newspapers. Just a year ago, the daily newspapers were well ahead of the trade press. F-12 posters were the last to just manage to stay in this group. The most widely distributed television advertising media are even further behind.

A further 13 advertising and communication media are used by less than half, but by more than 40% of all advertising clients. In this third top group, in the front midfield so to speak, we find the first advertising media of TV advertising: spots in SRG programs and in CH windows of foreign broadcasters. The remaining 28 advertising and communication media are used by less than 40% of all advertising clients.

The advertising and communication media to which the Top750 clients attach increased importance in their marketing communication in 2015

The advertising and communication media to which the Top750 clients attach less importance in their marketing communication in 2015

The use of advertising media of individual media types