Switzerland's Most Likable and Strongest Media Brands
MEDIA A MediaBrands study identified the most popular media brands in German-speaking Switzerland. Among young people, brands such as *Beobachter*, *NZZ*, and SRF are very popular. But regional brands are also well-liked. The MediaBrands study, conducted for the third time, determines the qualitative appeal of around 70 media brands and their overall reach (total audience).How credible, competent or likeable do the Swiss consider the media they use to be? Publicom has been investigating such questions regarding the qualitative assessment of media brands in the MediaBrands Intermedia Study since 2013. This year's study, which has just been completed, is based on a representative survey of over 3,200 people in German-speaking Switzerland. This makes it one of the largest media studies in the country.Social media more important for young people than traditional mediaIn addition to the qualitative impact of the media brands considered, MediaBrands also examines the general media usage of the German-speaking Swiss. This not only confirms the rapid advance of the mobile internet - 70% of German-speaking Swiss already use it - but also indicates a paradigm shift in the importance of media genres: For the under-30 audience, Facebook & Co. are already subjectively more important than the traditional, "state-supporting" media of press, radio and television. However, this change in attitude has not yet affected the appreciation of traditional media brands. Brands such as Beobachter, NZZ and the SRF brands continue to enjoy a strong appeal among young people.
Watson on the riseThe most widely used is also the most likeable media brand with regional language distribution in German-speaking Switzerland. Google is used by more than four million people in German-speaking Switzerland, and in terms of likeability, the search portal even leaves the long-established Observer behind. It is quite obvious that the public criticism of the Internet company, which flares up from time to time, has little effect on its popularity ratings. The SRF brands - despite the close outcome of the RTVG vote - and the NZZ also continue to enjoy high popularity. Compared to the previous year, the NZZ on Sunday increased its popularity, while SRF 2 suffered a small setback. The biggest jump in likability in 2015 was recorded by the news portal Watson, which is already approaching the ten most likable media brands in German-speaking Switzerland.
Many regional media brands also enjoy strong likability. The St. Galler Tagblatt leads the ranking of the most likeable regional media. But here, too, the climber of the year is a news portal. Despite internal turbulence, Basel's Tageswoche made it into the ten most likeable regional media.
MediaBrands is conducted annually by the media consultancy Publicom. The study provides media companies with the basis for successful brand management and creates transparency for advertising clients and media agencies regarding the qualitative communication performance of the most important Swiss media brands. here.
