The inheritance is already paid
In 2001, Publisuisse took in less advertising money and feels an upswing after the exit of Tele 24 and TV 3
In 2001, Publisuisse took in less advertising money and feels an upswing after the demise of Tele 24 and TV 3By Markus Knöpfli Although it booked 7.4% less income from TV advertising last year, Publisuisse is optimistic about the future: more is already being invested in TV again. What's more, competitors TV 3 and Tele 24 have left the market.
While gross sales in the Swiss advertising market decreased by 3% in 2001 compared with the super advertising year 2000, investment in the
TV advertising increased by 5.4% gross. However, Publisuisse, SRG's advertising sales company, did not feel any of this. It generated 7.4% less in TV advertising. Of the net advertising revenues of the SRG stations, CHF 192.4 million came from German-speaking Switzerland, CHF 92.2 million from French-speaking Switzerland, and
12.9 million from Ticino. SF 2 was the only SRG station to close on a positive note, with an increase of as much as 2.4% over 2000.
"We didn't have a particularly good year," says Publisuisse Director Ingrid Deltenre as a result. Publisuisse's net income amounted to 298.9 million francs, 22.6 million less than in 2000 and as much as 8 million less than in 1999. TV 3 and - to a lesser extent - Tele 24 were the main "culprits" here, in addition to the downturn in the economy. "TV 3 cost us quite a bit," admits Deltenre. Publisuisse now pays CHF 267 million of its net income to SRG, CHF 31 million less than in 2001.
Viewers return - especially to SF 2
Deltenre can nevertheless identify one bright spot: The market shares of SRG-TVs have remained stable at over 35% in all parts of the country over the past ten years, even though the number of receivable TV channels has tripled and TV usage has barely increased.
For the current year, Deltenre sees fair weather clouds again. In the first four months (except February), sales were up on the same period in 2001, and in April they were even 10% higher. Overall, the result for 2002 is expected to be slightly above that of 2001, but still well below the record set in 2000. One reason for this development is the disappearance of TV 3 and Tele 24: viewers are returning to SF DRS, and SF 2 in particular benefited from this (see chart), but also from the broadcast of the Winter Olympics.
While Publisuisse previously operated according to the cost recovery principle and delivered the entire net profit to SRG, in the future it will receive a commission on net revenues. This will make it more flexible in business terms. The most concrete consequence: Publisuisse also wants to market third parties in the future. According to Deltenre, talks are already underway with various possible partners, including TeleNewsCombi (TNC). By fall, combined offers between TNC and certain SRG programs (such as "Schweiz aktuell") will be launched (see WW 6/02). Publisuisse is now also in charge of sponsoring SRG radio stations (see WW 10/02).
While gross sales in the Swiss advertising market decreased by 3% in 2001 compared with the super advertising year 2000, investment in the
TV advertising increased by 5.4% gross. However, Publisuisse, SRG's advertising sales company, did not feel any of this. It generated 7.4% less in TV advertising. Of the net advertising revenues of the SRG stations, CHF 192.4 million came from German-speaking Switzerland, CHF 92.2 million from French-speaking Switzerland, and
12.9 million from Ticino. SF 2 was the only SRG station to close on a positive note, with an increase of as much as 2.4% over 2000.
"We didn't have a particularly good year," says Publisuisse Director Ingrid Deltenre as a result. Publisuisse's net income amounted to 298.9 million francs, 22.6 million less than in 2000 and as much as 8 million less than in 1999. TV 3 and - to a lesser extent - Tele 24 were the main "culprits" here, in addition to the downturn in the economy. "TV 3 cost us quite a bit," admits Deltenre. Publisuisse now pays CHF 267 million of its net income to SRG, CHF 31 million less than in 2001.
Viewers return - especially to SF 2
Deltenre can nevertheless identify one bright spot: The market shares of SRG-TVs have remained stable at over 35% in all parts of the country over the past ten years, even though the number of receivable TV channels has tripled and TV usage has barely increased.
For the current year, Deltenre sees fair weather clouds again. In the first four months (except February), sales were up on the same period in 2001, and in April they were even 10% higher. Overall, the result for 2002 is expected to be slightly above that of 2001, but still well below the record set in 2000. One reason for this development is the disappearance of TV 3 and Tele 24: viewers are returning to SF DRS, and SF 2 in particular benefited from this (see chart), but also from the broadcast of the Winter Olympics.
While Publisuisse previously operated according to the cost recovery principle and delivered the entire net profit to SRG, in the future it will receive a commission on net revenues. This will make it more flexible in business terms. The most concrete consequence: Publisuisse also wants to market third parties in the future. According to Deltenre, talks are already underway with various possible partners, including TeleNewsCombi (TNC). By fall, combined offers between TNC and certain SRG programs (such as "Schweiz aktuell") will be launched (see WW 6/02). Publisuisse is now also in charge of sponsoring SRG radio stations (see WW 10/02).
